Home  › Stats
nielsen18

Nielsen: TV and Online Advertising Will Merge by 2020

  |  March 6, 2014   |  Comments

A recent report by Nielsen and Simulmedia says that even with their differences, TV and online advertising will converge in the not-so-distant future.

TV and online advertising remain separate for now, but the increasing digital viewing, technological innovation, and new measurement capabilities are driving the two divided structures toward integration, according to Nielsen and Simulmedia.

A recent report, "The Data-Driven Future of Video Advertising," by the two companies reveals that in the past seven years, video advertising has become a significant component of online advertising and is expected to garner more than $5.72 billion ad spend in the U.S. this year. And TV companies are looking to become key players in the future of video advertising.

Meanwhile, TV as an ad platform started absorbing many characteristics of online advertising, particularly its rich data and audience metrics, while online advertising needs resonance and reaction measurements in TV advertising to go beyond reach-based advertising mechanisms, the report says.

However, Nielsen points out that the huge demand for multi-screen video campaigns and the need for new measurement capabilities do not necessarily indicate an immediate and full convergence of TV and online advertising, due to several reasons, including:

tvremainssupremacy

  • TV consumption maintains supremacy. According to Nielsen, 283 million Americans spend an average of more than 146 hours watching TV per month, compared to 150 million watching video on the Internet. 
  • Collecting accurate data about consumption habits of TV is labor-intensive, time-consuming, and expensive, while online video content is much easier to measure.
  • Trust and human relationships are important in the process of buying and selling TV advertising, as most senior TV media buyers have known each other and been working together for decades. However, this human factor is not a consideration in online advertising transactions, because online advertising can be bought and sold through programmatic ad-buying platforms.
  • Although some traditionally TV-focused agencies incorporate digital video content in their advertising purchases, online video advertising is usually bought by digital agencies that purchase online display ads, social media programs, and search advertising - they are different from traditional TV buying.

So just how quickly will the two separate structures converge? Nielsen and Simulmedia make a prediction as shown in the infographic below:

convergence11
You can download the full report from Nielsen to see more findings.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...
    • DIRECTOR OF MARKETING
      DIRECTOR OF MARKETING (OZONE MEDIA) - Santa Clarawww.ozonemedia.com   DIRECTOR OF MARKETING POSITION   Reporting to the Founder and CEO...
    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...