Targeted Ads For Terrestrial Television - How ‘old’ Tv Can Compete With

Targeted Ads For Terrestrial Television - How ‘old’ Tv Can Compete With Cable, Satellite And Online

Product Type: Market Research Report
Published by: Generator Research Limited
Published: March 2009
Product Code: R625-194

Description

The report first reviews key market developments such as Google TV Ads, Canoe Ventures, SpotRunner, Sky ‘Smart TV’, Virgin Media’s targeted advertising project, Yahoo TV Widgets and Project Canvas.

The report next explains what terrestrial television broadcasters are doing in response to these initiatives and how the terrestrial broadcasters could take the fight to the competition.

The report then provides a detailed description of a new internet television service, referred to as ‘MyTV’ that would be delivered to a new type of television set, or a new set-top box (STB), and which would contain a range of features that could be present a stronger proposition to the user than what is offered by cable and satellite TV service providers.

The report then explains how the MyTV service concept could be brought to market by analysing the business viability of a joint venture project that would deliver the MyTV service, and thereby enable the delivery of targeted advertising. The interests of the key stakeholders in the venture are analysed, along with regulatory factors.

The report concludes with providing market projections for the value of targeted television advertising in the U.S. and the U.K.

Key Benefits

Understand how the market for targeted television advertising is being shaped, and who is doing the shaping;
See how the terrestrial television broadcasters, regarded by some as dinosaurs, could reinvent themselves and come out fighting by launching a market-leading consumer service and targeted advertising proposition;
Appreciate why this strategy has the potential to not simply arrest the decline in advertising revenues being experienced by broadcasters, but to return the TV ad market to a growth phase;
Clearly understand the features that would be required in order to persuade consumers to pay for the new hardware that would be essential in order for terrestrial broadcasters to deliver targeted advertisements.

Who Should Read this Report?

This report will be of great interest to those who are involved with any aspect of television advertising. Key functional areas include:

Product management and product marketing;
Product strategy and marketing strategy;
Product, market and network planning;
Executive leadership, especially those who work for terrestrial television broadcasters;
Market insight and competitor intelligence;
Business development and corporate development.

Table of Contents

SYNOPSIS: Subject Area; Report Content; Key Benefits; Who Should Read this Report?
EXECUTIVE SUMMARY
INTRODUCTION: Google TV Ads; U.S. Cable TV: Canoe Ventures; U.K. Satellite Television: Sky; U.K. Cable Television: Virgin Media; Yahoo TV Widgets; U.K. Project Canvas; Terrestrial Television Broadcasters
ADOPTION STRATEGY: Consumer Proposition
MYTV SERVICE CONCEPT: MyTV: Description of New Features; Catch-up TV; Search; New Content (Speciality Portal); Viewing Manager; Data and Ratings; Social Features
BUSINESS ASPECTS: Perspectives of the different stakeholders; Terrestrial television broadcasters; Electronics vendors: TV sets and set-top boxes; Third-party service and content providers; Advertisers, agencies and media buyers; Broadband service providers; Technology developers; Commercial Structure; Regulatory Considerations; Revenue Model; Advertising Revenue Flows; Scheduled TV Service (broadcast, linear programming); MyTV Service (unicast, non-linear programming)
AD TARGETING STRATEGIES: Media sales and revenue share; Ad-targeting criteria; Viewing behaviour; Online Ad profile and viewer identification; User-defined ad profile: OpenID and Facebook Connect; Consumer Acceptance

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