This report is part of a series of reports about Addressable Advertising. Our main focus is to establish forecasts for the value of the software, hardware, and services that pertain to Addressable Advertising. Addressable Advertising refers to any form of advertising that is placed under the control of the advertiser. National TV networks and Local Broadcasters are increasing their use of Addressable Advertising products, and also expanding their plans to move Addressable Advertising on their Internet portals. Top line findings include:
- Broadcasters are the current leaders for TV advertising
- Competition from Cable TV, TelcoTV, and Internet TV is heating up, but Broadcasters can still hold onto their lead
- Addressable Advertising that is already in place for Broadcasters can be “mapped” onto their Internet portals, and onto Mobile services
- Equipment, software, and services make up each implementation of Addressable Advertising, it’s not just a “box”
- Each geographic region will grow at a different rate, and different categories will drive each region
We see the market for Addressable Advertising infrastructure equipment, software, and services showing very strong, sustained growth in each geographic region, with the worldwide market value expected to exceed US$680 million during 2011.
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