Stay Informed with Upfront Planning Resources
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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 on topics like convergent TV, cross-platform measurement, audience-first buying strategies and multicultural marketing.

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How should I think about measuring my campaigns? Are there new methodologies I should consider?



What’s the Deal with Viewership Data Collection?

Learn more about the most common ways data is collected, the metrics used in cross-platform video measurement and how to ‘future-proof’ your measurement plans.

What's the Deal with Identity?

Get a closer look at Identity, the role it plays in video measurement and answers to the most commonly asked questions.



You Oughta Know

Why all impressions aren’t created equal & what it means for video measurement.

Untangling Terminology Within Video Measurement

A comprehensive 8-page glossary below to learn more about the terminology associated with video measurement.

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?




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.



Stream On

Many marketers want to better understand how a streaming component will help deliver on their business KPIs. To show the impact of including streaming in your marketing campaigns, we have collected 23 case studies across 15 different product categories.


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.

What is Convergent TV and how might it impact how I plan, buy and measure my multiscreen TV campaigns?


What is TV?

The modern consumer's definition of TV.



Setting The Stage: 15 Streaming Trends That Will Impact Marketing Plans in 2023

The must-know viewing behaviors, marketplace dynamics and streaming trends influencing advertisers in 2023


The FAST and the Curious

Getting to know the emerging FAST ecosystem and its audience.


What is Convergent TV and why is it happening?

Part of our 4-part convergent TV marketer FAQ series.

Untangling Terminology Within Streaming

7-page glossary to clarify the most commonly used video streaming terms covering devices, services, behaviors and more.

Reaching ‘Corded’ and ‘Cordless’ Audiences Through Video Streaming

Learn why a streaming component will deliver incremental reach and sharpen your campaigns by understanding how streaming behavior varies by ‘cord status.’

How should I think about targeting? Should I evolve my targeting approach from one that’s demographic based to audience-based?


VAB Audience-Based Buying Insights Hub

The evolution from a demographic-based TV buying approach to an audience-based one can unlock billions in revenue for brands. So whether audience-buying is a core part of your strategy, you’re “testing and learning,” or if you haven’t yet bought this way, visit our Audience-Based Buying Insights Center to find the data, insights, key takeaways and real-world examples to help you execute your buys confidently and successfully.

What are the current demographic trends and how can I develop inclusive media strategies to engage with growing, lucrative and diverse audiences?



7 Ways for Brands to Successfully Engage Diverse Audiences

Guidance to develop more effective and inclusive marketing strategies.



DEIB Marketing Resources

These guides, reports, videos and infographics will prepare and inspire you to create authentic and business-driving strategies that engage diverse audiences. You’ll find data-fueled insights on the media consumption, viewing behaviors and preferences of various consumers.




VAB IMPACT Diversity Leadership Summit

Conversations to help you think differently about creating a more inclusive mindset at the workplace, in the industry and beyond. Learn about topics such as business benefits of inclusive marketing campaigns, advancing cultural journeys, leading by example, authenticity, and transformation.



6 Strategies for Developing Inclusive Campaigns That Drive Outcomes

Build deeper connections with all consumers and generate stronger engagement

What does the competitive landscape look like? What are the fastest growing brands and categories? Which new competitors have entered the marketplace that my brand should be aware of?


Welcome to TV - First Half 2022

See which categories and brands are growing the fastest and take a look at the 16 consumer behaviors influencing the rise of these brands and categories. You’ll also find a complete list of the 315 new national TV advertisers that entered the market in 2021.

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