Why Marketers Must Integrate TV And Video Strategies

January 5th, 2012

Tracy Stokes

With contributors:

Matthew Dernoga , Michael Glantz , David Cooperstein

Summary

In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of new screens have made watching TV a less monolithic activity. Linear TV is unrivaled in its audience reach, but various forms of digital video are emerging as efficient advertising channels that enable marketers to target and engage consumers on a deeper level. Forward-looking marketers will shift their approach away from planning silos and form a holistic video strategy that integrates TV and digital video into one team.

Want to read the full report?

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.