Consumers are adapting to a multi-device and multi-channel world, which has created a huge challenge for marketers. As more consumers become digitally enabled and connected, marketers face the challenge of how to optimise budgets across different channels, to take account of the role digital can play in driving long term sales. In my session at Advertising Week Europe I will be talking about the future of entertainment, how we can best capitalise on online video and how it should be playing a bigger role in the media mix.