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Published: October 03, 2016
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Cross-platform video advertising is emerging as the new norm as buyers distribute ads across a growing range of devices and content platforms. However, significant hurdles remain before industry stakeholders can maximize the business opportunities in an always-on, multiscreen world.
"Increasingly more people are multitasking with additional devices when they watch TV, with smartphones being the most prevalent. This creates opportunities for advertisers to reach users on multiple screens."
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US Simultaneous Smartphone & TV User Penetration, 2014-2018 (% of internet users)
US Adult Simultaneous Internet & TV User Penetration, by Device, 2014-2018 (% of internet users)
US Adult Related-Content Simultaneous Internet and TV Users and Penetration, 2014-2018 (millions and % of adult simultaneous internet and TV users)
US Digital Video Ad Benchmarks: Campaign Share, by Device, Q2 2016 (% of total campaigns served by Videology)
Share of Ad Budgets Spent on Cross-Platform TV/Video Buys* According to US Agency and Marketing Professionals, 2014-2016 (% of total)
Leading Marketing Priorities Among Marketing Executives Worldwide, by Region, April 2016 (% of respondents)
Data-Driven Capabilities that Have Had Major Impact on Overall Success of Marketing Program According to US Business Decision-Makers, Jan 2016 (% of respondents)
Topics/Developments that Will Command Most of Their Attention in 2016 According to US Digital Marketing/Media Practitioners (% of respondents)
Tactics that Occupied vs. Will Occupy Their Time/Resources According to US Digital Marketing/Media Practitioners, 2015 & 2016 (% of respondents)
Biggest Mobile Opportunities According to US Publishers, May 2016 (% of respondents)
Multichannel Capabilities at Their Company According to US Senior Marketers, by Tactic, March 2016 (% of respondents)
Change in Use of Measurement Providers According to US Advertisers/Agencies vs. Media Companies/Publishers, Feb 2016 (% of respondents)
Important Features When Selecting a Data Management Platform (DMP) According to US Agency and Marketing Professionals, Aug 2015 (% of respondents)
US Digital Video Ad Benchmarks: Completion Rate, by Device, Q1 2015-Q1 2016 (among impressions served by TubeMogul)
US Digital Video Ad Benchmarks: Completion Rate, by Device and Content Length/Type, Q1 2016 (among ads served by FreeWheel)
Challenges of Digital Advertising in a Multiscreen Environment According to US Brand Marketers and Ad Buyers, May 2016 (% of respondents)
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