Trends Report

The Digital Transformation Of Video Advertising Arrives

Addressable And Advanced TV Buying Hits The Inflection Point

May 16th, 2018
JN
Jim Nail
With contributors:
Brigitte Majewski , Stephanie Liu , Caitlin Wall , Peggy Dostie

Summary

Television advertising has resisted the tide of technological change — until now. The ANA/Forrester Q1 2018 US State Of TV And Online Video Advertising Online Survey shows that adoption of data-driven TV-planning techniques such as addressable and advanced TV has arrived. But marketers must still augment TV plans with digital channels to reach consumers' fragmented video consumption. B2C marketers should read this report to plot their course to an omnichannel TV/video strategy, establish new processes, and upgrade planning/buying skills.

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