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...

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