Product Type: Market Research Report
Published by: Multimedia Research Group, Inc.
Published: November 2006
Product Code: R190-44Description This report will identify new strategies that can be used to move beyond the confines of the 30-second ad broadcasted to everybody. This traditional format is being broken by DVRs and other new ways of watching content. Examples of these strategies that fit IPTV networks will include long-form on-demand ads, interactive ads, and DVR based ads. This report will also look at ways that IPTV networks can target ads to specific groups based on geography or by more sophisticated affinity groupings; and at requirements for enhancing traditional local ad revenues.
Inside the Report
- Network impact of IPTV Advanced Advertising Technologies.
- The approaches of five of the largest U.S. cable companies to Advanced Advertising.
- Advanced Advertising personalization and targeting strategies for IPTV.
- Case Study - Generating Cash with Local Advertising.
Table of Contents
- 1 Executive Summary
- 1.1 Cable Advanced Advertising
- 1.2 Advanced Advertising Strategies for IPTV Service Providers
- 1.3 Adding Advanced Advertising to IPV Services
- 1.3.1 Service Issues
- 1.3.2 Technical Issues
- 1.3.3 Business Issues
- 1.4 Opportunities and Recommendations
- 1.4.1 Opportunities
- 1.4.2 Recommendations
- 2 Cable Advanced Advertising Technologies and Strategies
- 2.1 Status of Advertising in the U.S.
- 2.2 Cable Technologies for Advanced Advertising
- 2.2.1 Long-Form Ads
- 2.2.2 Interactive Telescoping Ads
- 2.2.3 DVR
- 2.2.4 Integrated Ads
- 2.3 Cable Strategies for Advanced Advertising
- 2.4 Approaches to Advanced Advertising
- 2.4.1 Cable Company A
- 2.4.2 Cable Company B
- 2.4.3 Cable Company C
- 2.4.4 Cable Company D
- 2.4.5 Cable Company E
- 3 IPTV Advanced Advertising Technologies and Strategies
- 3.1 Adopting Cable Strategies
- 3.1.1 On-Demand Technologies
- 3.1.2 Interactive Technologies
- 3.1.3 DVR Technologies
- 3.2 Personalization and Targeting Strategies
- 3.2.1 Advantages of IPTV Services
- 3.2.2 Viewer Profiling Technologies
- 3.3 Middleware Technologies
- 3.4 VOD Targeting Technologies
- 3.5 Broadcast Targeting Technologies
- 3.6 TV Commerce Strategies
- 3.6.1 PCCW's TV Commerce Strategy
- 3.6.2 Itaas TV Commerce Software
- 3.7 Network Impact of IPTV Advanced Advertising Technologies
- 3.8 Effectiveness of IPTV Advanced Advertising Strategies
- 4 Adding Advanced Advertising to IPTV Services
- 4.1 Service Issues
- 4.2 Technical Issues
- 4.3 Business Issues
- 5 Opportunities, Risks, and Recommendations
- 5.1 Opportunities
- 5.2 Risks
- 5.3 Recommendations
- 6 Appendix I: Companies Interviewed for this Report
- 7 Appendix II: Case Study — Generating Cash with Local Advertising
- Table of Figures
- Figure 2-1: 2005 U.S. Advertising Industry
- Figure 3-1: Alcatel 5959 for Ad Insertion
- Figure 3-2: Picture-In-Picture Ad Insertion
- Table of Tables
- Table 1-1: Shifting Advertisers Strategies
- Table 1-2: Cable Advanced Advertising Techniques
- Table 1-3: Timeline for IPTV Advanced Advertising Technologies
- Table 2-1: U.S. DVRs, VOD Subs & Digital Subs — 2005
- Table 2-2: 2005 U.S. Advertising Industry
- Table 2-3: Cable Advanced Advertising Techniques
- Table 2-4: Cable Company A's Advanced Advertising Strategies
- Table 2-5: Cable Company B's Advanced Advertising Strategies
- Table 2-6: Cable Company C's Advanced Advertising Strategies
- Table 2-7: Cable Company D's Advanced Advertising Strategies
- Table 2-8: Cable Company E's Advanced Advertising Strategies
- Table 3-1: Personalization and Targeting Strategies
- Table 4-1: Timeline for IPTV Advanced Advertising Technologies
- Table 6-1: Companies Interviewed for this Report
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