Television has long been considered an effective vehicle for brand marketing and a core part of the marketing funnel. Today, we know the linear construct of the funnel doesn’t accurately represent the behavior of multi-screen, always-connected consumers. Almost 280 million people (85% of the U.S. population) will use the internet at least once a month this year, according to eMarketer. Sixteen percent of U.S. internet users will go online using only mobile devices, and that number will grow to 19% by 2022. Eighty-two percent of U.S. internet users will regularly watch digital video, with many young people shifting their attention from cable to YouTube or streaming platforms like Netflix.