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Fresh research points to long-awaited merger of TV and online advertising

The disparate fields of online and television advertising could finally be in process of alignment, according to new research published by online video advertising company Adap.tv and Admonsters.

Until now both sectors have been seen as resolutely separate but several findings paint an altogether different picture, notably that 86% of UK advertising agencies purchased digital video inventory in 2012.

In addition brand awareness, a key goal of TV advertising, is now a primary goal of online video advertising for 62% of agencies with 64% of agencies stating that increased spend on digital advertising comes from digital display.

Nevertheless 43% of agencies quizzed reported that they do not have the tools necessary to truly unify both strands with half of all agencies stating that a lack of quality inventory is the biggest barrier to TV budgets moving online.

Brian Fitzpatrick, managing director at Adap.tv Europe, said: “This is a pivotal point as the worlds of TV and online advertising begin to really merge for the first time. The report highlights many of the changes buyers and sellers are experiencing. Price, quality and measurement are the key factors in bridging the gap between TV and online and the introduction of products like Online Campaign Ratings, Verified Viewability and Unified Planning are at last giving TV buyers the ability to follow audiences online and shift their TV budgets.”

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