International. According to the conclusions of the study "Surviving the Upfronts in a Cross-Media World" published by the company ComScore, allowing access to content through a web platform increases reach and brings benefits for both producers and advertisers.
Judy Bahary, senior vice president of marketing solutions at ComScore, said: "Our research shows an incredible synergy between television and digital video formats when used together in cross-media campaigns, handling levels of effectiveness higher than any of the media used on their own."
Bahary further stressed that "as the online video market continues to develop, we will see it evolve from its current supporting role to become an essential part of media planning."
Among other data revealed in the report, it highlights that the online video audience reaches approximately 180 million unique monthly users, while average levels of engagement are growing more and more.
Therefore, the study argues that adding the digital video component to a television media plan can increase the effective reach of a campaign very efficiently.
"Digital video ad formats are just as effective as TV ads. But television and digital video have a synergistic effect when used together, making this mix a more effective strategy than implementing each separately, "says the report.
