Magnite published research indicating that over 50% of Hong Kong viewers use secondary devices while watching TV. The report advocates for industry shifts toward attention-based measurement and cross-device frequency capping to improve programmatic omnichannel campaign performance.
The high rate of multi-device usage in Hong Kong necessitates a move away from siloed channel planning toward unified programmatic orchestration. For the streaming ecosystem, this means CTV is no longer a standalone reach vehicle but the top-of-funnel trigger for mobile-based conversions. Advertisers must now prioritize cross-device frequency capping and identity solutions to prevent budget waste on repetitive messaging. As the industry matures, the focus will shift from traditional CPM benchmarks to attention-based measurement that tracks how multi-screen exposure drives actual business outcomes. Watch for whether regional DSPs integrate more granular attention metrics to bridge the gap between media reach and return on ad spend.
The shift toward shoppable experiences is gaining momentum as Broadpeak Click2Cart enables one-click shoppable CTV purchases to reduce friction in the consumer journey. Further expansion of these capabilities is already underway as shoppable CTV ads continue to scale into international markets. As CTV ad spending growth accelerates, brands are increasingly looking for ways to unify their cross-channel attribution, a trend supported by causal multi-touch attribution models that provide more accurate performance insights. Recent data shows that unified video strategy adoption is becoming critical as three in four US TV viewers increasingly rely on second screens.
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