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:
So just how quickly will the two separate structures converge? Nielsen and Simulmedia make a prediction as shown in the infographic below:
You can download the full report from Nielsen to see more findings.
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Yuyu Chen is a junior reporter 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.
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