Advanced Advertising Technologies for Pay-TV Platforms

Audience Measurement, Targeted, Interactive, VOD, and Multiscreen Advertising

Research Report

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).

Table of Contents

  • Top Line Forecast
  • TV Advertising
  • Internet Advertising
  • Drivers
  • Inhibitors
  • Market Share
  • Summary and Strategic Recommendations
  • 1. EXECUTIVE SUMMARY
    • 1.1. Advanced Advertising Forecasts
  • 2. MARKET ISSUES
    • 2.1. Historical Television Advertising Overview
    • 2.2. Historical Internet Video Advertising Overview
    • 2.3. Social Media
  • 3. TECHNOLOGY ISSUES
    • 3.1. Local Advertising - Ad Insertion and Ad Zones (SCTE 30 & SCTE 35)
    • 3.2. Digital Program Insertion, Digital Advertising Insertion (SCTE 130)
    • 3.3. Addressable Advertising
    • 3.4. Advertising Measurement
    • 3.5. VOD and DVR Ad Formats
    • 3.6. Linear Ads Versus VOD Ads
    • 3.7. Graphical Advertising - Logos, Banner Ads, Overlays, and Alerts
    • 3.8. Interactive Advertising - EPG Ads, Extended Ads, Telescoping, RFI, t-Commerce
    • 3.9. Advertising in IPTV and Multiscreen Platforms
    • 3.10. Interactive Programming - Voting/Polling
    • 3.11. Interactive Platforms
    • 3.12. Multimedia Home Platform and Globally Executable Multimedia Home Platform
    • 3.13. North American Cable: tru2way, EBIF and Set-top Boxes
    • 3.14. European Broadcast: MHEG and HbbTV
    • 3.15. Brazilian Interactivity: Ginga
  • 4. KEY INDUSTRY PLAYERS
    • 4.1. Adtec Digital (Hardware)
    • 4.2. Arris (Hardware)
    • 4.3. BigBand (Hardware)
    • 4.4. Cisco (Hardware)
    • 4.5. Concurrent (Hardware)
    • 4.6. Ericsson (Hardware)
    • 4.7. Harmonic (Hardware)
    • 4.8. Harris (Hardware)
    • 4.9. Motorola Mobility (Hardware)
    • 4.10. RGB Networks (Hardware)
    • 4.11. SeaChange (Hardware)
    • 4.12. Thomson Video Networks (Hardware)
    • 4.13. Alticast (Middleware)
    • 4.14. Ant Limited (Middleware)
    • 4.15. BCM (Solutions)
    • 4.16. Delivery Agent (Solutions)
    • 4.17. Fourth Wall Media (Middleware)
    • 4.18. NDS (Middleware)
    • 4.19. Nagra / OpenTV (Middleware)
    • 4.20. Adobe (Solutions)
    • 4.21. Affine Systems (Solutions)
    • 4.22. BlackArrow (Solutions)
    • 4.23. Canoe (Solutions)
    • 4.24. Ensequence (Solutions)
    • 4.25. icueTV (Solutions)
    • 4.26. Invidi (Solutions)
    • 4.27. itaas (Solutions)
    • 4.28. justAdTV (Solutions)
    • 4.29. Rovi (Solutions)
    • 4.30. S&T; (Solutions)
    • 4.31. Synacor (Solutions)
    • 4.32. This Technology (Solutions)
    • 4.33. Visible World (Solutions)
    • 4.34. Zodiac Interactive (Solutions)
    • 4.35. Comcast Spotlight (Ad Network)
    • 4.36. Dish Network (Ad Network)
    • 4.37. DirecTV (Ad Network)
    • 4.38. Google Ad Network (Ad Network)
    • 4.39. Hulu Ad Network (Ad Network)
    • 4.40. Microsoft Ad Network (Ad Network)
    • 4.41. Charter (Ad Network)
    • 4.42. Verizon (Ad Network)
  • 5. MARKET FORECASTS
    • 5.1. Methodology
    • 5.2. Television Ad Market
    • 5.3. Internet Video Advertising Market
    • 5.4. Over the Top Video Market
    • 5.5. Audience Measurement and Tracking Potential
    • 5.6. Targeted Linear Advertising Potential
    • 5.7. Interactive Advertising Potential
    • 5.8. Dynamic (VOD) and Multiscreen Advertising Potential
    • 5.9. Other Advertising Technologies Potential
    • 5.10. Advertising Technology Markets and Related Markets
    • 5.11. Market Share
  • 6. COMPANY DIRECTORY
  • 7. ACRONYMS
  • 8. LINKS TO RELATED RESEARCH
    • 8.1. Scope of Study
    • 8.2. Sources and Methodology
    • 8.3. Notes

Tables

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  1. Advertising (Monetization) Market Revenues, Regionally, World Market, Forecast: 2010 to 2016
  2. Advertising Categories (includes related forecasts), World Market, Forecast: 2010 to 2016
  3. Worldwide Advertising Submarket Revenues, World Market, Forecast: 2010 to 2016
  4. Worldwide Advertising Submarket Revenues, North America, Forecast: 2010 to 2016
  5. Worldwide Advertising Submarket Revenues, Western Europe, Forecast: 2010 to 2016
  6. Advertising (Monetization) Market Share, World Market, Forecast: 2010
  7. Television Advertising, United States, Forecast: 2010
  8. Advertising Category Definitions, Market Leaders
  9. Vertically Integrated Video H/W Infrastructure Vendors, Vendor Capability Matrix
  10. Broadcast H/W Vendors, Vendor Capability Matrix
  11. VOD Specialists, Vendor Capability Matrix
  12. Ad Splicing (QAM/Transmux), Vendor Capability Matrix
  13. Advanced Advertising, Vendor Capability Matrix
  14. Interactive TV Platforms, Worldwide Progress

Charts

  1. Advertising Categories (includes related forecasts), World Market, Forecast: 2010 to 2016
  2. Advertising (Monetization) Market Share, World Market, Forecast: 2010
  3. Advertising (Monetization) Market Revenues, Regionally
  4. Advertising Categories (includes related forecasts)
  5. Advertising (Monetization) Market Share
  6. Television Advertising

Figures

  1. TV Advertising, How the Money Flows in a US $70B Market (US Size)
  2. Internet Advertising, How the Money Flows in the US $25 Billion (Int'l) Display Market
  3. TV Ad Market Overview
  4. Exchanges in Internet Advertising, Advertising Scale Is Increased by Aggregation