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Ad-Insertion Equipment Markets Analysis of DPI, Ad Servers, Ad Splicers, Targeted Advertising, and Channel Branding This study of the development of the ad-insertion equipment market focuses on the emergence of digital ad insertion, personalized and targeted advertising, and VOD server solutions. The markets for ad servers and ad splicers are quantified across multiple video platforms: CATV, DBS, DTT, and telecom video. As ad revenue increases and advertisers seek ways to target their message, ad-insertion technology will move from an add-on function to a feature function in video networks. The research explores the drivers pushing operators to deploy ad-insertion equipment, including larger subscriber bases, additional revenue opportunity, advertiser interest in customizing messages, and digital-video technology advancements. Special attention is paid to the emerging role of VOD servers as dynamic ad-management systems. What Does This Report Answer? What do legacy ad-insertion networks look like and what has been their dominant trend? How will IP video and the move to digital video networks change ad insertion? How will operators enable localized and personalized advertising? How will the push of ad-insertion technology to the edge impact equipment deployment volumes? What role will VOD vendors play in the ad-insertion market? What are advertising spending trends in these markets? What standards and emerging technologies are enabling new ad-insertion applications? What are the emerging ad-insertion capabilities, such as channel branding, personalized ads, and ad tags/banners? What role will STB technology have in ad-insertion development? How will ad targeting be determined? Who Needs This Report? Video Operators Advertisers STB and Video Equipment Vendors Middleware/Application Layer Developers Content Providers Component/Chip Vendors Financial Community Scope of Study Sources and Methodology Notes Section 1 Executive Summary 1.1 Overview of Ad-Insertion Equipment Markets 1.1.1 Historical Ad-Insertion Market — CATV Dominance 1.1.2 Emerging Ad-Insertion Market — IP Video 1.1.3 Increasing Splicer Volumes — Localized and Personalized Advertising 1.1.4 Role of VOD Vendors 1.1.5 Market Value for Ad-Insertion Equipment 1.2 Key Market Drivers for Ad-Insertion Technology 1.2.1 Growth in Digital Video Subscribers 1.2.2 Growth in Advertising Spending 1.2.3 Emerging Advertising Applications 1.2.4 Customer Scale and Investment Return 1.2.5 Standards and Technology Advancements Section 2. Market Developments and Business Issues 2.1 Overview of Advertising Evolution 2.1.1 Ad Insertion 2.1.2 Channel Branding and Channel Tags 2.1.3 Dynamic Text and Tags 2.1.4 Dynamically Located Ads 2.1.5 Personalized Advertising 2.1.5.1 Program Viewing 2.1.5.2 STB Demographics and Viewer Tracking 2.2 Changing Opportunities for Equipment Vendors 2.2.1 What Role Will VOD Vendors Play? 2.2.1.1 C-COR Leverages Technology for Ad Insertion 2.2.1.2 SeaChange Enables Ad-Insertion for On-Demand Television 2.2.2 What Are the Advantages of VOD Vendors? 2.2.3 What Will the Convergence of Video Services Mean for Ad Insertion? 2.2.4 How Will Ad Splicer Shipments and Technology Change? 2.2.5 Who Will Determine How to Target Ads? Section 3. Technology Issues 3.1 Types of Ad Insertion 3.1.1 Analog Ad Insertion 3.1.2 Hybrid Ad Insertion 3.1.3 Digital Ad Insertion 3.1.3.1 Digital Program Ad Insertion 3.1.3.2 Digital-to-Digital Insertion 3.2 Ad-Insertion Standards and Initiatives 3.2.1 SCTE 35 2001 3.2.2 SCTE 30 2001 3.2.3 SCTE 104 3.3 Digital Ad-Insertion Architecture Section 4. Ad Server Market Forecasts 4.1 Ad Server Market Overview 4.1.1 Ad Server Shipments 4.1.2 Ad Server Market Value 4.2 CATV Ad Server Overview 4.2.1 CATV Ad Server Shipments 4.2.2 CATV Ad Server Market Value 4.3 Telco TV Ad Server Overview 4.3.1 Telco TV Ad Server Shipments 4.3.2 Telco TV Ad Server Market Value 4.4 DBS Ad Server Overview 4.4.1 DBS Ad Server Shipments 4.4.2 DBS Ad Server Market Value 4.5 DTT and Broadcast Ad Server Overview 4.5.1 DTT and Broadcast Ad Server Shipments 4.5.2 DTT and Broadcast Ad Server Market Value Section 5. Ad Splicer Market Forecasts 5.1 Ad Splicer Market Overview 5.1.1 Ad Splicer Channel Shipments 5.1.2 Ad Splicer Market Value 5.2 CATV Ad Splicer Overview 5.2.1 CATV Ad Splicer Channel Shipments 5.2.2 CATV Ad Splicer Market Value 5.3 Telco TV Ad Splicer Overview 5.3.1 Telco TV Ad Splicer Channel Shipments 5.3.2 Telco TV Ad Splicer Market Value 5.4 DBS Ad Splicer Overview 5.4.1 DBS Ad Splicer Channel Shipments 5.4.2 DBS Ad Splicer Market Value 5.5 DTT and Broadcast Ad Splicer Overview 5.5.1 DTT and Broadcast Ad Splicer Channel Shipments 5.5.2 DTT and Broadcast Ad Splicer Market Value Section 6. Profiles 6.1 AdTec 6.2 Alcatel 6.3 Bitband 6.4 C-COR 6.5 Digital Television Group 6.6 Minerva Networks 6.7 Net Insight 6.8 Optibase 6.9 RGB Networks 6.10 Pace 6.11 Terayon 6.12 Thomson 6.13 Verimatrix Section 7. Company List Adelphia Communications Corporation Adtec Digital Alcatel Anevia BitBand Comcast Corporation Concurrent Computer Corporation Cox Communications Digital Television Group DirecTV Minerva Networks Motorola Net Insight Optibase Orca Interactive Pace Micro Technology PLC Terayon Communication Systems Thomson Multimedia Time Warner TiVo UPC British Sky Broadcasting Group Cablevision Systems Corporation Canal+ Technologies C-COR Charter Communications EchoStar Communications Corporation Entone Technologies IBM Corporation ICTV Kasenna Microsoft Corporation RGB Networks Rogers Communications SeaChange International Sun Microsystems TandbergTV UTStarcom Verimatrix Section 8. Acronyms Charts and Figures Ad-Insertion Equipment Market Value: 2005 to 2011 PayTV Subscribers: 2005 to 2011 Local Television Ad Revenue, World Market: 2005 to 2011 PayTV Subscribers, World Market, Forecast: 2005 to 2011 PayTV Subscribers by Platform, World Market, Forecast: 2005 to 2011 Local Television Ad Revenue, World Market, Forecast: 2005 to 2011 Ad Server Installed Base, World Market, Forecast: 2005 to 2011 Ad Server Shipments, World Market, Forecast: 2005 to 2011 Ad Server Average Price Per Channel, World Market, Forecast: 2005 to 2011 Ad Server Market Value, World Market, Forecast: 2005 to 2011 CATV Ad Server Installed Base, World Market, Forecast: 2005 to 2011 CATV Ad Server Shipments, World Market, Forecast: 2005 to 2011 CATV Ad Server Average Price Per Channel, World Market, Forecast: 2005 to 2011 CATV Ad Server Market Value, World Market, Forecast: 2005 to 2011 Telco TV Ad Server Installed Base, World Market, Forecast: 2005 to 2011 Telco TV Ad Server Shipments, World Market, Forecast: 2005 to 2011 Telco TV Ad Server Average Price Per Channel, World Market, Forecast: 2005 to 2011 Telco TV Ad Server Market Value, World Market, Forecast: 2005 to 2011 DBS Ad Server Installed Base, World Market, Forecast: 2005 to 2011 DBS Ad Server Shipments, World Market, Forecast: 2005 to 2011 DBS Ad Server Average Price Per Channel, World Market, Forecast: 2005 to 2011 DBS Ad Server Market Value, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Server Installed Base, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Server Shipments, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Server Average Price Per Channel, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Server Market Value, World Market, Forecast: 2005 to 2011 Ad Splicer Channel Installed Base, World Market, Forecast: 2005 to 2011 Ad Splicer Channel Shipments, World Market, Forecast: 2005 to 2011 Ad Splicer Channel ASP, World Market, Forecast: 2005 to 2011 Ad Splicer Market Value, World Market, Forecast: 2005 to 2011 CATV Ad Splicer Channel Installed Base, World Market, Forecast: 2005 to 2011 CATV Ad Splicer Channel Shipments, World Market, Forecast: 2005 to 2011 CATV Ad Splicer Channel ASP, World Market, Forecast: 2005 to 2011 CATV Ad Splicer Market Value, World Market, Forecast: 2005 to 2011 Telco TV Ad Splicer Channel Installed Base, World Market, Forecast: 2005 to 2011 Telco TV Ad Splicer Channel Shipments, World Market, Forecast: 2005 to 2011 Telco TV Ad Splicer Channel ASP, World Market, Forecast: 2005 to 2011 Telco TV Ad Splicer Market Value, World Market, Forecast: 2005 to 2011 DBS Ad Splicer Channel Installed Base, World Market, Forecast: 2005 to 2011 DBS Ad Splicer Channel Shipments, World Market, Forecast: 2005 to 2011 DBS Ad Splicer Channel ASP, World Market, Forecast: 2005 to 2011 DBS Ad Splicer Market Value, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Splicer Channel Installed Base, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Splicer Channel Shipments, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Splicer Channel ASP, World Market, Forecast: 2005 to 2011 Broadcast/DTT Ad Splicer Market Value, World Market, Forecast: 2005 to 2011

Report Code: RR-ADIN Purchase this product Email this page Number of Pages: 40 Number of Tables, Charts and Figures: 43 Deliverable Formats: Price: Login Release Date: 3Q 2006 Brochure Download Login Table of Contents: HTML Download Related Press Releases: 2006.09.25 Research Report Mobile Marketing and Advertising Direct Broadcast Satellite Infrastructure, CPE, and Interactive Services Telco TV Infrastructure Cable Television Infrastructure Worldwide Set-Top Box Markets: CATV, DBS, IP, DTT

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