2026 Upfront Planning Resources
VAB Insights Hub

2026 Upfront Planning Resources

Through Upfront season, marketers are making important decisions about their video investment strategy. Below you’ll find a curated a list of resources designed to keep you informed premium video, advertising attribution, measurement and more.

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Latest Insights Premium Video Insights from Marketers Achieving Business Outcomes Measuring Campaigns Competitive Landscape Insights Hubs

Achieving Business Outcomes

How do I know my TV campaign will help deliver on my business outcomes? How have brands used multiscreen TV to drive full-funnel KPIs?

Marketer's Guide
10 Case Studies on Multiscreen TV Driving Mid-Funnel Outcomes for DTC Brands
10 Case Studies on Multiscreen TV Driving Mid-Funnel Outcomes for DTC Brands

See how brands saw big results across a variety of strategies and campaign lengths
Impact In Action
How Premium Video Drives Sales in the Pharmaceutical Category
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 New Advertisers Are Using TV To Ignite Interest & Turn Consumers Into Customers
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.
Impact In Action
How Ad Continuity in Multiscreen TV Drives Incremental Growth for Brands
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.
Marketer's Guide
How Pharma TV Advertising Guides the Path to Treatment
How Pharma TV Advertising Guides the Path to Treatment

Analysis: TV drives discovery & encourages education in the pharma DTC category
Marketer FAQ
What are the 7 Key Reasons Advertisers Launch TV Campaigns?
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
Marketer's Guide
25 Ways TV Grows Brands
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
Impact In Action
How Brand-Building Drives Outcomes for Innovative B2B Advertisers
How Brand-Building Drives Outcomes for Innovative B2B Advertisers

Let's Get Down to Business - 6 key strategies that successful brands are employing
Marketer's Guide
Understanding the Importance of Brand-Building for Niche Marketers
Understanding the Importance of Brand-Building for Niche Marketers

Let it Grow - Why is branding so important for niche brands with highly targeted audiences?