The Convergence of TV and Video Advertising

For the Q3 wave of our Future Media Research Programme in 2014 we have been looking at the evolution and convergence of the TV and video advertising industries. The big background theme we’ve been exploring is how these two industries, their technologies and their very different business practices will gradually come together at a time of great change and convergence across screen based media.

At the current point in time it feels like more of a collision than a convergence, with the two industries squaring up over the comparative quality of their data, audience analysis, targeting, addressability, ad distribution and insertion systems.   Claim and counter claim between the two industries indicates that we are not comparing apples to apples at the moment, and that both industries start from a very different world view. The TV is still very much an ‘audience’ based media – celebrating shared or group viewing experiences on the big screen. The web is still a ‘viewer’ based media – celebrating the individual experience on personal devices.   The TV ad industry still tells a better story about capturing and exploiting mass culture in a single country. The web tells a better story about managing global media budgets for global clients across multiple territories. They are not incompatible stories, but the market is struggling to reconcile them.http://decipherconsultancy.wordpress.com/2014/07/14/the-convergence-of-tv-and-video-advertising/