From TV to Total Video: How Integrated Video Planning Can Transition Advertising from 'Upfronts' to 'Allfronts'

This article explores issues surrounding changes in video viewing habits as more people watch digital video on different devices and how this impacts on audience measurement, and proposes a 'total video' model for more effective advertising.

From TV to Total Video: How Integrated Video Planning Can Transition Advertising from 'Upfronts' to 'Allfronts'

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 fulfill people's viewing desires, there is also a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands