TheVAB

Latest Insights

2026 Super Bowl Advertisers Success Stories

Analysis: How much search traffic did Super Bowl ads drive?

View Every First-Time TV Advertiser in 2025: The 354 Brands that Spent $1.07 Billion

Discover how brands of all sizes and budget levels used Multiscreen TV to convert attentive viewers into customer prospects

Full Funel Outcomes

These VAB Insights illustrate said effectiveness of multiscreen TV to drive awareness, consideration, intent, sales and value creation for variety of different brands across different categories.

PARTNER INSIGHTS

The Premium Payoff

This multipronged study by The Trade Desk reveals the hallmarks of premium media, the measurable impact it has on brands and audiences, and why cheap reach could be eroding your trust with consumers.

Impact In Action

How Ad Continuity in Multiscreen TV Drives Incremental Growth for Brands

Analysis of 38 brands across a variety of campaign lengths that details how TV is an effective driver of mid-funnel marketing metrics like website and app traffic.

Impact In Action

How New Advertisers Are Using TV To Ignite Interest & Turn Consumers Into Customers

See how premium video campaigns are driving website visits and searches for 1st time advertisers.

Marketer's Guide

25 Ways TV Grows Brands

Distilling 10 years of analysis across 23 reports, 1,000+ brands and 80 categories down to the 25 ways TV delivers KPIs along the purchase funnel

Marketer FAQ

What are the 7 Key Reasons Advertisers Launch TV Campaigns?

See how brands are successfully leveraging the key benefits of TV campaigns to drive business results

Insights Report

How TV Advertising Grows Brands (webinar presentation)

Real-world analyses and case studies proving the full-funnel impact of TV

Marketer's Guide

The Halo Effect: TV as a Growth Engine

Why Brands are Accelerating their Path to TV, in partnership with Effectv

Marketer's Guide

Why All Impressions Aren’t Created Equal & What It Means for Video Measurement

We look at ad impact throughout the consumer journey. Learn the metrics that matter at each stage of the journey and which advertising factors best deliver them

B2B and Niche Brands

Be inspired by how B2B brands and brands with niche targets were able to achieve positive business outcomes by including multiscreen TV within their campaigns.

Marketer FAQ

How are SMBs achieving growth through multiscreen TV?

See how these businesses are increasing their customer base and website traffic

Impact In Action

How Brand-Building Drives Outcomes for Innovative B2B Advertisers

Let's Get Down to Business - 6 key strategies that successful brands are employing

Marketer FAQ

How Can Businesses Use TV Advertising to Build Customer Relationships?

See how businesses are utilizing TV to build customer relationships and how this drives KPIs like increased attention, consideration and website visits.

Driving Outcomes

Looking for insights directly related to your industry? See how marketers from tech, telecommunications, credit card, automotive, mattress manufacturing companies and more were able to meet KPIs through multiscreen TV.

Impact In Action

How Premium Video Drives Sales in the Pharmaceutical Category

Discover how TV campaigns move audiences, from awareness to action, in our new TV Means Business attribution series.

Impact In Action

How Ad Continuity in Multiscreen TV Drives Incremental Growth for Brands

Analysis of 38 brands across a variety of campaign lengths that details how TV is an effective driver of mid-funnel marketing metrics like website and app traffic.

Direct-to-Consumer Brands

See how the fastest-growing brands are achieving success through their multi-screen TV campaigns. Learn how their data-driven approach to TV has been a catalyst to business success.

Marketer's Guide