Multiscreening as a way of reaching a consumer : idea and possibilities

Marketers are trying to meet the new challenges of targeting consumer who flick through the screen. Using the multiscreening brands being able to connect with clients wherever they are, on any screen. Author of the article focuses on presenting the idea of multiscreening, areas of its activities and the possibilities of its application in the field of marketing communications. By analyzing secondary research conducted by national and international research organizations in 2012–2015, the author indicates the visible trends in multiscreening in the context of consumer preferences and behavior. Referring to examples of Polish and foreign multiscreening campaigns, the author present opportunities offered by multiscreening marketing campaigns pointing to unused areas of the Polish company.