By: Emarketer | Wednesday May 9 2012

Marketers increasingly planning, buying and measuring TV and online video together Spending on online video in alignment with TV advertising is a promising trend for marketers as they seek to broaden reach and interact with consumers on multiple screens. The synergy can be complicated, though, given a lack of unified measurement and the nascence of the online video market. An April 2012 study by video advertising company Adap.TV and DIGIDAY considered the media alignment trend and uncovered some insights into what agencies are using to measure the effect of both online video and TV. About half of brand advertisers and agencies polled in North America believed that, out of the major advertising channels, the one most appropriate to align with online video was TV. Forty percent, though, said online video should be more aligned with display advertising, and 11% said “neither.” Read the full story here.