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.
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