As online video prepares to outpace all other media growth and content stretches over multiple connected screens in and out of the home, the ever-changing consumer platforms will cause a huge disruption to the advertising ecosystem. Shifts in viewing habits and interaction capabilities will fuel a cataclysmic change in buying, distributing, targeting and measuring premium video content that will cause all media stakeholders to rethink consumer engagement. HD, 3D and 4K may hold the key to a new breed of TV advertising effectiveness, but it is technology advancements such as Automatic Content Recognition (ACR) that will drive change in cross-channel media strategy. Dean Donaldson will explore the impact video poses from industry challenges to business opportunities for marketers seeking to navigate the evolution of three screens and beyond.