Trends Report

Brief: Digital Platforms Free Video From TV's Shackles

As Video Consumption Blossoms Online, Cross-Platform Video Advertising Demands New Rules

August 17th, 2015
Jim Nail, null
Jim Nail
Collin Colburn, null
Collin Colburn
With contributors:
Luca Paderni , Mike Carpenter , Peter Harrison

Summary

Digital video consumption is booming and increasingly converging with traditional television. Consumers not only choose to view TV via over-the-top (OTT) devices and services but also broaden their video consumption with web-native options. The result is further fragmentation of already-dwindling linear TV audiences and new opportunities to reach consumers with highly targeted video ads on more devices and at more times in a consumer's day. While digital video can deliver against reach and awareness, and more granular targeting is now available for TV campaigns, new planning practices must emerge to fully take advantage of this convergence. B2C marketers should read this brief to understand the new rules to building a strong video ad presence for their brands on all screens and at all times of day.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.