According to Nielsen’s Broadcast Season Universe Estimates, the number of television households in the US has grown from 111.4 million in 2007 to an estimated of $114.9 million by the end of 2010. The fact is that more people watching television than ever before.

Of course the growth of online video views has been explosive. According to July data from comScore, 178 million U.S. Internet users viewed online video content during the month and averaged 14.7 hours per viewer.

Content is still king when it comes to this convergence. The biggest difference is that much of what is being viewed is user generated content. YouTube has millions of channels, some with high production quality and with very low production quality. The millions of views generated by low budget content may surprise some. The one channel that comes to mind is Fred (aka Fred Figglehorn). This kid has been on YouTube for years. He gets millions of views for every video that he puts out and monetizes these views through the YouTube partnership program. I believe he’s now making a movie for Nickelodeon. We have already seen TV show start to increase distribution of content through sites like Hulu. You will start to a significant increase in web based user generated content being formatted and produced for TV.  Fred’s TV movie and shows TV shows like Web soup are just the beginning.

From a business perspective it just makes sense. If your self produced show/videos generate million of views online while drawing a certain demographic, then the TV folks already have an audience.

One of the advantages that web video has over TV is all of the real time metrics/interaction that can be tracked with advertisements.  There are several companies that are developing the same type of tracking capabilities for TV.

I’ m writing this blog entry while looking at my 32inch Apple monitor. I still prefer my 42 inch plasma for TV.  The biggest part of this E-volution will be when I’m writing my blog entry on the same screen that I watch the NFL.  In other words when TV/web surfers start using the same monitor for both that will be the biggest difference.

If you have any doubts about this convergence just think back the 1990′s. Remember dial up? Remember trying to watch a video using dial up? The very fastest modem at that time was 56kb. You often would have to wait at 20 to 30 minutes for a video to download. Things have changed at a rapid pace and unless of course the Mayan Calendar is correct, I have no doubt this convergence will happen in a big way.

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While all of the above are components of new media, perhaps the best way to describe new media marketing is simple. New Media advertising is any traceable, quantifiable form of advertising that offers the opportunity to quickly improve campaign results based upon specific campaign goals.

Internet marketing is the only form of media that has truly embraced this philosophy of transparency. Ask yourself, why do most new media companies offer quick opt outs on contracts and why is it you can open Google account for peanuts in comparison to the cost of some traditional media? The simple answer is trackable performance. What if Google started ad words with a minimum buy of $10,000 with no cancellation and did not offer daily reporting. Where would they be today?

I have heard some traditional media folks argue, “Well, the value is in the views or this is a branding campaign, not direct response so what the point of tracking?” While these statements are true to a certain extent, “performance branding” is a big part of new media. It starts with understanding exactly how many impressions you are getting for your investment. If you are achieving a high enough click through rate or positive post impression activity your ad creative, messaging and placements are having a positive effect on your branding. On the other hand if there is very little interactivity from users then you know you must make adjustments.

The competition for ad dollars among websites is fierce. Many traditional media companies with website inventory have not figured out what new media really is. They continue to sell their website inventory the same way they sell traditional advertising. The fact is that they are competing with new media companies that track, report and optimize their client campaigns. As an advertiser, who would you go with?

New media is about trackable performance. Whether it’s branding, messaging or direct response, the goal is always results. I have heard of many tracking technologies being developed in radio and television to do what we do on the net.

Will this not be a part of New Media?