I find it fascinating that digital Search is now strategically looking at taking market share from TV. Not so long ago digital advertising was fighting tooth and nail to carve out a piece of newly created digital spending budgets for major advertisers.
The fact that they are now looking to take TV head on, should send up red flags for broadcasters and cable alike. I worked in the Cable Ad Sales side for past few years, and with a major decline in ratings (specifically on the broadcast side) and fewer saleable impressions/CPMs television networks should be worried.
As Yahoo and Google ramp up their video offerings and start offering advertisers solid metrics on the number of viewers (accompanied with demographic data), then dollars will invariably start moving even more quickly to digital.
However, I think it is VERY important to note that Television will always drive a larger reach than any one digital site or new media platform. Until a new media platform evolves that can deliver reach in the millions, TV will still hold onto a majority of the market.
Yahoo CEO Carol Bartz identified television as its biggest competitor in its battle to attract ad dollars in a conference call with analysts on Tuesday. "That's where advertisers spend most of their money, and where we're taking share," she said. Ms. Bartz also mentioned that video content like Yahoo's "Prime Time in No Time" TV recap show is attracting larger audiences; the show peaked one day in Nov. capturing 12 million viewers. Premium brand display ad revenue is also on the upswing, she said, and offering advertisers the ability to buy "specific targeted audience" at scale will be the company's focus this year.
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