28 February 2014 | Industry Buzz
Mitch Barns, the CEO of Nielsen, had an interesting article on the future of TV consumption. After discussing the convergence of digital TV, he notes:
Some frame this in a “TV is dead” metaphor. This couldn’t be further from the truth. We access more content now than ever before: The average American consumes nearly 60 hours of content each week across different screens, including computers, mobile devices and TV sets. Viewed through the content lens, “TV” is being viewed more often, for longer, and across more occasions, platforms and devices.
He then goes on to talk about targeting.
Second, the advertising solution will no longer be just about demographics. Increasingly, information about consumers’ behaviors and geographic location will enhance today’s method of ferreting out customers using only age and gender as a proxy. Today, most of the digital marketplace works this way, but over time, more of the media landscape will join them. As they’ve indicated, companies like Comcast and Time Warner Cable have an opportunity to push forward the addressability of video advertising. Ultimately, any brand will be able to move beyond the current proxy system to get to their precise audience on any platform.
With additional insights ranging from Big Data to metrics, he lays out an interesting view of where TV may be headed.