Very few people dispute the notion that, within 20 years, the distinctions between television and digital video will have disappeared. But how this convergence happens is important, according to Simulmedia's Dave Morgan. Especially for marketers.
Speaking at the iMedia Agency Summit in Scottsdale, Ariz., Morgan noted that the worlds of media buying for television and digital video are currently completely separate. Even if marketers claim they are running campaigns that are "screen agnostic," they can't dispute that the buying process is still very much platform specific. Over the next 10 years, Morgan predicts that this will change, and the convergence will all be based on data and automation.
"The biggest innovation that is going to happen for TV -- before it merges with digital video -- is that the audience-based and data-driven approaches of digital video will come to TV," Morgan said. In fact, Morgan predicts that, within five years, $35 billion in television spend will be transacted that way. In 10 years, all television spend will be transacted that way.
With this transition, TV will become as measureable as the web, Morgan predicted. TV advertisers will know which spots work and why. Digital marketers, who possess the skillsets to tap into this shift, owe it to themselves to step back and understand how this transition will affect their departments, their companies, and their very roles in the industry.