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 Questions 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