MediaVideoNielsen: TV and Online Advertising Will Merge by 2020

Nielsen: TV and Online Advertising Will Merge by 2020

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.

Related Articles

The online video metric all marketers should focus on in 2017

Analytics The online video metric all marketers should focus on in 2017

2y Rebecca Sentance
How to build a successful digital video strategy in 2017

Marketing How to build a successful digital video strategy in 2017

2y Tereza Litsa
How to take advantage of Facebook's focus on longer videos

Social How to take advantage of Facebook's focus on longer videos

2y Tereza Litsa
Why 2017 is set to be the year of the video

Media Why 2017 is set to be the year of the video

2y Andy Morley
Top three programmatic trends in 2017

Digital Advertising Top three programmatic trends in 2017

2y Daniel Surmacz
First Party Data is Integral to Breathing New Life Into TV

Analytics First Party Data is Integral to Breathing New Life Into TV

2y Erin Madorsky
John Lewis’ “#BusterTheBoxer” Tops Most Shared Ads Of 2016

Campaigns John Lewis’ “#BusterTheBoxer” Tops Most Shared Ads Of 2016

2y Christopher Ratcliff
Walgreens turns to Pinterest video ads to promote "small gifting"

Campaigns Walgreens turns to Pinterest video ads to promote "small gifting"

2y Al Roberts