An interesting study from Jay Prasad and the VideoAmp team for buyer/agency views on cross screen media planning/buying.

85% believe that not adopting cross screen planning/buying will be detrimental to their overall marketing efforts!

63% will increase spend on cross screen platforms

Key findings on use of cross screen data:
1) 71% say TV strategy influences digital strategy
2) 66% leverage digital data for TV buying
3) 61% levearge TV data for digital buying
4) 57% target TV viewers with digital ads

PSA. You can only accomplish this when you are planning/buying all of your video against the same data and media plan!