A survey of 41 U.S.-based MVPDs (multichannel video service providers), pure-play OTT providers, content owners, and advertisers reveals that changing patterns in how video is consumed has resulted in significant shifts in their video advertising strategies. Overall, 80 percent of respondents agreed that the changing viewing habits had resulted in the requirement (or ability) to deliver cross-platform audience reach, with 100 percent of advertisers saying that this was the biggest resulting strategy change for them.
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