We know the Online Video world got real busy with Nielsen's announcement of a partnership with AOL last week. I am sure we all can assume the news was meant to be released just in time for the upfront.
There are two groups of people salivating for the results of this partnership: marketers and video publishers. For marketers they get to see how this stacks up against TV. Can they garner the same kind of reach? For publishers, if successful this is a great opportunity to steal even greater share from TV.
No surprise that online is more flexible than TV; new ad models rolling out daily, greater targeting, unlimited inventory, new technologies, etc. Whereas TV is stuck on same ole (C3, Live ratings) as their defining moment. Reach as been a rallying cry for TV but that will not matter as the audience fragmentation increase.
My thoughts are that TV has to step their game up if they want to preserve those precious on-air dollars. They will have to apply another layer of accountability or targeting or better use of the hardware being produced. Their ad models will have to be revised to reflect consumer personalizations of content and away from the :15/:30/:60 sec spots.
Either way, Nielsen is strategically putting themselves in a good position to bring the offline and the online together in commonality versus ComScore or DFA to the TV game. Nielsen's move signifies that they recognize that digital media spend will continue to grow. Why not carve out a piece of the digital media dollars to put in the already big pot of TV spending. They are the shepherds of TV ratings, a firm unshakeable hold against the competition. Now, they are making a push for the digital space with all the TV big money marketers watching.
TV will have to start brainstorming on what to do next. To start evaluating which digital partnerships make the most sense (besides their own network websites); making partnership with video aggregators, content deals, etc. Like it or not, the old heads of TV will have to make a change to compete as the offline and online come closer together.
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