Multiscreen TV’s ‘Winning Hand’: Performance + Transparency = Business Success

Multiscreen TV: Smart, Strategic and Seriously Effective

Marketers are constantly seeking ways to maximize impact, build trust and drive measurable business outcomes. The solution isn’t a gamble – it’s a sure bet when making a strategic investment in multiscreen TV. With its professionally produced content, unmatched audience engagement and brand-safe environment, multiscreen TV delivers results that brands can bet on.

Premium video has always been the gold standard for brand storytelling. Whether it’s a must-see drama, a hit reality series or a live sports event, multiscreen TV captures audience attention in ways that no other platform can match. In a fragmented media landscape, it offers an effective, safe and transparent way to reach consumers where they are most engaged.

The Power of Premium Video Drives Success for Advertisers in Multiscreen TV

There’s a reason why advertisers prioritize major events like the Super Bowl, award shows and high-profile premieres – premium content like multiscreen TV commands unmatched attention. But this isn’t limited to one-time tentpole events. Across scripted series, live sports, news and entertainment programming, multiscreen TV consistently delivers engaged customer prospects at scale in brand-safe environments.

Research from VAB’s The Power of Premium Video proves that multiscreen TV strengthens brands. In fact, studies show that:

• Ads in high-quality content create a positive halo effect, improving brand recall while boosting consumer perception and brand salience
• Emotional engagement with premium content drives stronger brand favorability and purchase intent
• A trusted, premium video environment fosters audience connection, leading to higher conversion rates
• The transparency offered by truly premium video protects and preserves brand value while having a positive effect on profitability

Unlike other platforms where ads are easily skipped, scrolled past or lost in clutter, multiscreen TV ensures advertising is fully viewable in a high-quality setting. The experience remains seamless across devices – whether audiences are watching on a big screen, a tablet or a connected device, premium video delivers impact at scale. Multiscreen TV not only strengthens brands, but it protects them too.

Also Read: What’s in store for adtech in 2025?

Why Gamble on Brand Safety When Multiscreen TV is the ‘Sure Hand?’

Imagine launching a high-profile campaign only to find your ad placed in an environment that doesn’t align with your brand values. The damage to consumer trust – and to your bottom line – can be immediate. Consumers expect brands to advertise in content that reflects their quality, and the right content also helps build a brand’s credibility. Alternatively, if an ad appears next to content that is offensive or misaligned with the brand’s message, the fallout can be swift and long-lasting.

Brand safety isn’t just about avoiding risks – it’s about creating the right associations that strengthen brand equity and consumer trust. Every marketer wants to ensure their ad appears in an environment that aligns with their values. Multiscreen TV eliminates that uncertainty.

Spanning traditional TV and streaming, multiscreen TV ensures brand-safe environments by design. Unlike other media platforms where content is unpredictable, multiscreen TV provides professionally produced programming with high production values. Marketers don’t have to worry about their ads being placed next to unverified, questionable or low-quality material as multiscreen TV offers high-quality content where brand reputation is protected and consumer trust is reinforced.

Transparency That Gives Marketers Confidence

Trust is the foundation of effective advertising. Marketers deserve full visibility of where their ads are placed, how they perform and whether they are driving real business outcomes. Without transparency, it’s impossible to measure impact accurately or optimize media investments. Multiscreen TV provides this confidence, unlike other media platforms where metrics can be unclear and inventory placements are often opaque.

Marketers can move the industry forward and enact real change by taking an active role in demanding transparency across all their media & verification partners and following a few steps:

• Know precisely where your video ad campaign is running and exactly who is watching it
• Stop considering any video ad ‘premium’ that lacks a fully transparent ad process
• Insist on campaign transparency from all your video advertising partners
• Trust multiscreen TV to always be fully transparent, accurate and accountable

The Smart Bet for Marketers

Marketers today face more choices than ever – but not all media environments are created equal. Multiscreen TV offers a unique combination of high engagement, brand safety and measurable results. It delivers advertising that is seen, trusted and effective, ensuring every media dollar works hard.

Before making a media buy, marketers can consult FreeWheel and VAB’s premium video buying checklist to ensure their investment aligns with high-performing, brand-safe environments. Additionally, VAB’s Best in Show is yet another data-driven resource with indelible proof points that showcases multiscreen TV’s unmatched ability to build trust and drive business outcomes.

As consumer touchpoints for advertisers continue to increase, the need for high-quality, brand-safe environments will only become more important. Multiscreen TV is not just the best bet today – it’s the foundation for a strong advertising strategy in the future. Brands that prioritize effectiveness, safety and transparency will be the ones that win.

Investing your video ad campaign dollars isn’t a gamble when you choose the winning hand of multiscreen TV.