This report from eMarketer tells us the obvious; Online Video will not kill the Broadcast star.
It is actually a great report and article, but the most interesting thing included is the detail on the multi-tasking habits of general online users. Scroll down a little and see what your audience is doing while viewing your ads and content...
23.6% are talking on a cellphone while online.
17.8% are doing school work at the same time.
58.3% are watching TV while surfing the web.
Read the whole article here and take away the fine points for your integration discussions. The key point here is that consumers are watching TV and interacting with multiple formats at once. This is valuable when talking about cross-platform messaging.
Have fun with the info!