Upfront Planning Resources - Video Advertising Bureau

Latest Insights

The Impression Gap

What works harder for marketers on CTV - Premium Video or YouTube?

2026 Super Bowl Advertisers Success Stories

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

Answering Three Key Questions to Understand the Growth of FAST

The latest insights on Free Ad-Supported Streaming

Premium Video

The Power of Premium Video

What is premium video? Discover its 5 defining pillars that drive powerful brand outcomes

5 Advantages that Multiscreen TV Has Over Other Platforms

Learn how the premium attributes of multiscreen TV create a halo effect for marketers and make it the premier outcome driving platform.

Laugh, Cry, Share, Buy

NGL, Gen Z stans streaming. See how premium video gives them all the feels – much more than TikTok, Instagram, Snap and others – and why that means big business for advertisers.

What is Connected TV? (CTV)

Your overview to Connected TV: clear definitions, trends, infographics and more.

What is Programmatic TV?

Programmatic TV 101 - clear definitions, trends, infographics, and much more.

TV Upfront Historical CPMs

For VAB member's only, view historical broadcast and cable primetime CPMs for A18+ from 20 broadcast seasons, from ‘06/’07 to '25/'26.

Insights from Marketers

Keeping Up With the KPIs: Insights From 200 Brand Marketers

A new custom study reveals the KPIs that matter most across small, medium, and large businesses in 2025

Why Performance Marketing Begins with Brand

How Today’s Marketers Balance Immediate ROI with Long-Term Brand Value

Inside the Minds of Marketers: How KPIs Differ Across Product Categories

From short to long-term decisions, different dynamics demand different KPIs

Achieving Business Outcomes

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

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.

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.

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.

How Pharma TV Advertising Guides the Path to Treatment

Analysis: TV drives discovery & encourages education in the pharma DTC category

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

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.

Let's Get Down To Business

How Brand-Building Drives Outcomes for Innovative B2B Advertisers.

Let it Grow

How Brand-Building Drives Outcomes for Innovative B2B Advertisers.

Measuring Campaigns

View more measurement resources on our Measurement Education Hub

Multi-Currency Menu

A quick guide to the currency options that marketersare evaluating for the 26/27 Upfront season.

Advanced Measurement Solutions Directory

This guide provides clarity on the topline capabilities of measurement solutions in the video ecosystem today. It features the capabilities of 19 partners and several case studies showcasing their effectiveness across a range of KPIs.