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

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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 considerable amount of activity happening on other over-the-top (OTT) digital devices such as Apple TV, Google Chromecast, Roku and even gaming consoles.

It's no surprise that this constant accessibility of content on multiple devices has altered consumer dynamics in profound ways. While increased availability has driven sizeable gains in incremental media consumption – a net positive for marketers and media companies – the potential to cannibalize existing media channels and disrupt the status quo can also be disconcerting. In the most extreme cases, these shifts are leading to some "cord-cutting" and the abandoning of cable TV subscriptions altogether. More commonly, however, we are seeing an increasing share of originally-scripted content consumption moving to other platforms, making certain viewers more efficient to reach through digital means than through traditional linear TV advertising.