Nielsen the clear juggernaut in TV metrics has been trying to make a push into the online world for some time. As more and more marketers demand granular measurements and accountability; undoubtedly this level of responsibility will ultimately be the standard in media. Especially, with the fragmentation of media pending.
This announcement by Nielsen is interesting because of what it represents for TV. There will be tremendous pressure on cable, broadcast, syndication networks to step up their game if Nielsen is successful. This is most apparent with Online Video (OLV).
Marketer's spend against Online Video has been increasing over the past few years. Marketers are recognizing the importance of online video in their overall video strategy. AOL offers a great platform to test with its cache of long and short form content. This could represent a standardization across TV and OLV; a standardization that may threaten the hold of TV dominance of video budgets. Questions that come to mind:
* Will it be easier to sell the value Digital and OLV to our clients (who are stuck in the traditional TV mindset and metric) as part of their overall strategies? Easy to roll up all metrics?
* How will the vanguards react (DFA, Vindico, Broadband Enterprises, etc)?
* What will this mean for the TV landscape if traction is gained and adopted by our clients/marketers? * Does this mean that giants like Hulu, Google, etc will enter the up fronts? Will TV guarantees for OLV with specific online targeting (contextual, behavioral, psychographic, etc)?
* Could linear and digital be one giant guarantee? Will they be sold separately?
I am curious to see what happens if this pans out for Nielsen.
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