Video is at the epicenter of the television and digital revolution.
As video content appears in more and more places, the question isn't where it plays, but making sure it's delivering the expected results and meeting return objectives. Precision targeting and up-to-the-minute measurement are increasingly sophisticated tools in the digital and non-linear TV world. But it all comes down to response.
From digital video to all forms of "TV" - connected, addressable, interactive - knowing the intricacies of the various formats and setting expectations accordingly will help determine media mix and influence performance.
Despite the constant change in the media landscape, the core principles remain the same. Relentless monitoring, precise measurement, and informed optimization.