Dynamic generation and layout of media assets in a campaign management system

Particular embodiments take first screen media assets and can derive second screen appropriate media assets. Then, particular embodiments may determine a target application for the second screen media assets. Layout characteristics for the target application is determined. Particular embodiments correlate the layout characteristics and the second screen media assets to select a second screen media asset for the target application. The correlation may generate scores based on the second screen media assets and the layout characteristics to determine a best fit of a second screen media asset for the target application. Then, the second screen media asset may be transcoded based on the characteristics of the target application or target device. After transcoding, particular embodiments may create a view of the second screen media asset in the target application, such as an overlay of the second screen media asset over a screen capture of the target application.