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Advanced Advertising Technologies for Pay-TV Platforms
Audience Measurement, Targeted, Interactive, VOD, and Multiscreen Advertising
Research Report
- Pages
- 48
- Deliverables
-
- Released
- 1Q 2012
- Product Code
- RR-ADAD-12
- Price
- Login
The television advertising marketplace is moving from linear ads inserted by a 24 hour schedule (with regional slots that cover an entire metropolitan broadcaster's or distributor’s system) to advanced technologies that will increase the effectiveness of advertisers’ spending. New technologies are achieving scale within broadcasters' advertising systems, notably audience measurement and tracking, targeted advertising, interactive advertising, Video on Demand (VOD) and multiscreen advertising and other techniques, including companion devices. The report discusses advertising technology used in television (cable, satellite, digital terrestrial/DTT, and IPTV systems), Internet and over-the-top (OTT) video platforms, traditional linear TV, catch-up TV, DVR/PVR storage, and VOD platforms. It describes the technology underlying advanced advertising including interactivity platforms (MHP, Ginga, MHEG-5, HbbTV, EBIF, OpenCable/tru2way). It discusses specific applications of advertising including preroll, postroll, midroll, pause ads, fast-forward ads, telescoping, looping ad channels, request for information (RFI), voting/polling, t-commerce, program guide (EPG) advertisements, microsites, and second screen/companion advertising. It takes an end-to-end approach, discussing advertising networks, advertising delivery (including SCTE-30/35/ad splicing and ad server interfaces as well as SCTE-130, dynamic program insertion (DPI) or dynamic advertising insertion (DAI) interfaces and components).
What Questions Does This Report Answer?
- What is the revenue potential for each type of advanced advertising platform?
- How will television advertising and Internet advertising technologies play a role in the multiscreen and video-on-demand worlds?
- What role will SCTE-130 (dynamic advertising insertion (DAI)) play in the television advertising space?
- What are innovating advertising platforms implemented today?
- What is the reach of each interactive advertising platform?
- What role will addressable (or targeted) advertising, interactive advertising, and VOD/multiscreen advertising play in the future?
Who Needs This Report?
- Product managers
- Business planners
- Investors
- Strategic thinkers
Table of Contents
-
Executive Brief
- Top Line Forecast
- TV Advertising
- Internet Advertising
- Drivers
- Inhibitors
- Market Share
- Summary and Strategic Recommendations
Section 1.
EXECUTIVE SUMMARY
Section 2.
MARKET ISSUES
Section 3.
TECHNOLOGY ISSUES
Section 4.
KEY INDUSTRY PLAYERS
Section 5.
MARKET FORECASTS
Section 6.
COMPANY DIRECTORY
Section 7.
ACRONYMS
Section 8.
LINKS TO RELATED RESEARCH
- Advertising (Monetization) Market Revenues, Regionally
- Advertising Categories (includes related forecasts)
- Advertising (Monetization) Market Share
- Television Advertising
- Advertising Categories (includes related forecasts), World Market, Forecast: 2010 to 2016
- Advertising (Monetization) Market Share, World Market, Forecast: 2010
- TV Ad Market Overview
- Exchanges in Internet Advertising, Advertising Scale Is Increased by Aggregation
- TV Advertising, How the Money Flows in a US $70B Market (US Size)
- Internet Advertising, How the Money Flows in the US $25 Billion (Int'l) Display Market