Multi-platform takeover: From TV to total video - how integrated video planning can transition advertising from 'upfronts' to 'allfronts'
Andrew Lipsman and Joan FitzGerald comScore
Introduction
All media – including TV – are going digital. While TV remains the leading media channel for the vast majority of consumers, viewing time has largely been flat over the past several years while digital video viewing continues to explode. Not only have many viewers become more comfortable watching originally-scripted content on their computers, but they are also rapidly increasing their viewing on smartphones and tablets. And if these platforms weren't enough to...