Trends Report

Brief: TV And Digital Video Convergence Accelerates

Marketers Take Early Steps Toward An Omnichannel Video Future

January 11th, 2016
Jim Nail, null
Jim Nail
With contributors:
Brigitte Majewski , Stephanie Liu , Richard Joyce , Laura Glazer


Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into question and point to an omnichannel video future. To understand how these changes will impact the future of media planning, Forrester surveyed 82 users of video demand-side platforms (DSPs). B2C marketers should read this report to understand accelerating changes affecting media and creative strategies for video campaigns.

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