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.
Insights on TV Advertising and the Customer Journey