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Due to digital TV’s place and time-shifting capabilities, the line between digital and traditional TV viewing is more blurred than ever before. Online video has far surpassed its roots of entertaining user-generated content, and has now begun to demonstrate its ability to extend the reach of TV, encourage interactivity and increase consumer engagement. In this keynote presentation, Comscore Executive Chairman and Co-Founder Gian Fulgoni provides a topline analysis of today’s blurred video viewing market, offering perspective on how consumers are engaging with video today, how their habits have changed over time and what opportunities this creates for branding versus direct response advertising online.