The annual television upfronts are a familiar process for buyers and sellers of television advertising. Now in their second year, the digital upfronts are shaking up the industry in making the case for digital video advertising in long-form TV programming and short-form online video. Many advertisers, agencies and media buyers may now be considering the addition of digital video advertising to their media mix. But the relatively novel concept of online TV audiences is uncharted territory for most buyers, and many have questions about how to most effectively allocate dollars across TV and digital media.
In this report, Comscore provides an actionable guide for success in this year’s TV and digital upfronts. The report details the rise of online video and a current portrait of the content and ad viewing landscape. Also featured are critical insights for building cross-media campaigns across TV and digital video media, including cross-media campaign effectiveness and impact on TV and Multi-Screen consumers.