To explore how brands can leverage the growing dual-screen behaviour of consumers to create more connected, contextual, and effective media experiences across television and digital platforms.
As audiences increasingly consume content across multiple screens simultaneously, traditional notions of media consumption are evolving. Consumers may watch a live sporting event, television show, or entertainment property on one screen while engaging with social media, search, commerce, or branded content on another. For marketers, the challenge lies in understanding this fragmented attention and turning dual viewing into an opportunity for greater engagement, relevance, and business impact.
Roundtable Discussion:
A high-impact industry dialogue at the 2nd edition of The Media Quest Summit, exploring the opportunities created by dual-screen behaviour and how brands can build integrated media strategies around it.
The discussion brought together perspectives from brands, agencies, media, and digital platforms to unpack how marketers can move beyond treating the second screen as a distraction. The conversation highlighted opportunities to connect television and digital behaviour, create contextual brand experiences, and use cross-screen engagement to drive deeper consumer attention and measurable business outcomes.
Executive Vice President (Media, Retail, Consumer Discretionary & Internet)
Elara Capital
