The unification (or convergence) of video is upon us but measurement remains the number one challenge for buyers to invest more in cross-platform executions. At the heart of that challenge is a constantly changing viewing landscape and the inherent differences between linear and digital television and all of its incarnations.
The television upfront season generates a great deal of anticipation, as it often foreshadows the performance of the wider premium video industry. This year, the U.S. TV upfront market outperformed expectations, increasing revenues by 6% over last year to reach $19.7Bn. Similar to how several of the new fall shows plan to bring viewers back to familiar territory, with throwback revivals, advertisers have gradually turned back to the TV ecosystem, both linear and digital, amidst concerns around the safety and effectiveness of other digital marketing channels.