Plan video by skippable versus non-skippable, not by screen size or channel
PrinciplePaid Media
Plan video by skippable versus non-skippable, not by screen size or channel
The planning distinction dentsu wants to replace the old ones with is skippable versus non-skippable - not linear versus digital, big screen versus small screen, or platform A versus platform B.
Source
The Brand Reset: Capturing Sales and Brand Equity from Attention - dentsu, in partnership with Kantar and Lumen (2026)
dentsu with Kantar, Lumen and TVision; methodology and analysis Dan White, advisor Les Binet; foreword Will Swayne
p19, The Brand Reset, dentsu with Kantar and Lumen, April 2026
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StatA single video exposure is projected to still be producing sales three years laterStatThe same exposure that builds the brand also moves sales in the next three monthsStatDigital video builds brands over years, and Linear TV still builds them harderPrincipleShort-form formats win on cost per point of long-term lift, not on the size of the liftStatConnected TV now delivers roughly three quarters of Linear TV's long-term brand effectWarningCTV closing the gap is not the same as Linear TV losing its jobStatHalf of marketing leaders cannot tell whether CTV works as well as Linear TVStatTwo in five CMOs cannot measure the efficiency of next-gen video at allPrincipleSkippable ads start weaker than non-skippable ones and then overtake themPrincipleAttention someone chose to give is worth more than attention you made them giveStatAttention stops paying its way after about twenty secondsWarningBuying past thirty seconds buys length the attention curve no longer pays for