Trends Report

Making Sense Of New Video Consumption Behavior

The Proliferation Of New Digital Video Sources, Formats, And Devices Demands New Planning Recipes

January 22nd, 2015
JN
Jim Nail
With contributors:
Luca Paderni , Elizabeth Ryckewaert

Summary

Consumers' video viewing habits are changing as new sources of TV content they love, available on new devices, allow them to watch their favorite shows more conveniently. Consumers are also satisfying their video appetite with new formats that don't follow the traditional 30- or 60-minute TV programming formats. These trends give marketers new opportunities to tell their brand story with the power of video. But different consumption patterns in different generations mean that marketers must break the habit of planning against broad 18-to-49 or 25-to-54 age cohorts. Marketing leaders using video advertising should read this report to understand how to plan campaigns that include new video advertising options to achieve their reach and frequency goals consistently and efficiently across different generations of viewers.

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