TV Advanced Advertising: Internet, Mobile, and TV

Advertising implementations in cable and satellite systems have often required a heavy focus on hardware technologies, notably ad servers and video servers. Additionally, for advertising in VOD systems, dedicated servers—separate from those in linear—were also required. The advertising workloads, however, are relatively modest compared to those of other functions performed in video broadcasting, including encoding, graphics, overlays, captioning, etc., and video distribution, especially encoding of video and access network logic. Therefore, advertising implementations have been migrating from dedicated hardware to these other systems.

While plenty of emphasis has been placed on the growth of advertising within the digital market and advances in its capabilities, television advertising is continuously changing. While this offers a range of choices, it may not mean that the process of delivering an ad campaign is made any easier. The abundance of technology is a result of the development of numerous new startups, each with the goal of providing a unique service. Despite the availability of new technologies, there are few to no systems that will enable the user to do everything needed to create and deliver an ad campaign that meets their specifications. Therefore, the key to successful ad technologies is the inclusion of the ability to collaborate with external systems.

Table of Contents

  • 1. SIGNIFICANT SHIFT IN ADVERTISING FROM HARDWARE TO SOFTWARE
  • 2. THE CHANGING TELEVISION ADVERTISING MARKET
    • 2.1. New TV Advertising Technologies
    • 2.2. Upfronts
    • 2.3. Programmatic Buying
    • 2.4. Second Screen Advertising
    • 2.5. Analysis of Consumer Data
  • 3. CHALLENGES BASED ON POSITION IN DISTRIBUTION CHAIN
    • 3.1. Multichannel Video Programming Distributor (Cable/Satellite/IPTV)
    • 3.2. AT&T Adworks
    • 3.3. Freewheel and Comcast acquisition
    • 3.4. Cable Programming Networks
    • 3.5. Broadcasters
    • 3.6. Television Advertising Market
  • 4. KEY COMPANIES AND TECHNOLOGIES
    • 4.1. Advanced Advertising Systems
      • 4.1.1. BlackArrow
      • 4.1.2. Canoe Ventures
      • 4.1.3. Delivery Agent
      • 4.1.4. Invidi
      • 4.1.5. Rovi Advertising
      • 4.1.6. THIS TECHNOLOGY
      • 4.1.7. Visible World
    • 4.2. Ad Campaign Systems
      • 4.2.1. ARRIS
      • 4.2.2. Clypd
      • 4.2.3. Ericsson
      • 4.2.4. Nagra
      • 4.2.5. SeaChange
      • 4.2.6. Simulmedia
  • 5. KEYWORD DEFINITIONS

Charts

  1. Video Advertising Shift from Hardware to Software Focus, Worldwide, 2010 to 2019
  2. Video Advertising Hardware and Middleware Markets, Worldwide, 2010 to 2019
  3. Video Advertising Hardware and Middleware Markets by Region, 2014
  4. Percentage of Multiscreen Households by Region, World Markets, Forecast: 2014 to 2019
  5. Multiscreen Households by Region, World Markets, Forecast: 2012 to 2019
  6. Monthly Active TV ACR Penetration, Worldwide, 2011 to 2018
  7. Broadcast and Cable Networks Advertising Revenues, Major U.S. Networks, 2009 to 2014
  8. Broadcast and Cable Networks Percentage Advertising Revenues, Major U.S. Networks, 2009 to 2014
  9. Percentage of Pay TV Subscribers with Set-Top Box Applications, World Markets, Forecast 2013 to 2019

Figures

  1. Flow of Content from MVPD Perspective
  2. Flow of Content from Cable Network Perspective
  3. Flow of Content from Broadcast Perspective
TV Advanced Advertising: Internet, Mobile, and TV Image Purchase

Research Information

Price
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Publish Date
3Q 2014
Code
AN-1784
Research Type
Technology Analysis Report
Pages
25