Addressable Advertising: Digital Cable TV Systems

1. Products include hardware, software, systems, and services
2. Addressable Advertising adds to our previous forecasts
3. Content providers are beginning to support Addressable Advertising, and Cable TV is ready to respond
4. Regional forecasts for the number of headends and the annual value of four categories of products
5. This report provides “early warning” indications of the timing and growth opportunities for the emerging market of Addressable Advertising products across the worldwide Digital Cable TV industry.

Addressable Advertising for Digital Cable TV Systems

Digital Addressable Advertising Helps Expand the Market for Cable TV Advertising Services for Linear Viewing and VOD Services

Recent Technical Developments Will “Jump Start” the Market

Forecasts by Region, by Category

Digital Addressable Advertising Results from a “Kit” of Equipment, Software, Systems, and Services

Four Categories of Digital Addressable Advertising Solutions

North America by Category

Europe by Category

Asia by Category

Rest of the World (ROW) by Category

Worldwide Summary by Category

Regional Summary for All Categories Combined

Value of Addressable Advertising for VOD Expected to Dominate Summary

List of Tables

Table 1. Coverage Areas for Addressable Advertising Among Top Ten Cable TV Markets (City Name, Cable MSO, Number of Coverage Areas, Total Number of Coverage Areas)

Table 2. Headends Likely to Purchase Digital Addressable Advertising Products, North America (Number of Headends, by Category, Annual Growth, Percent of Total, Compound Annual Growth Rate)

Table 3. Estimated Annual Costs per Headend for Digital Addressable Advertising, North America (US$ in Thousands, by Category, CAGR)

Table 4. Relative Percentage of Annual Value, Linear Versus VOD Digital Addressable Advertising, North America (Percent of Total for Linear Products, Percent of Total for VOD Products)

Table 5. Annual Value of Digital Addressable Advertising Products, North America (Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of Total Value, CAGR)

Table 6. Headends Likely to Purchase Digital Addressable Advertising Products, Europe (Number of Headends, by Category, Annual Growth, Percent of Total, CAGR)

Table 7. Estimated Annual Costs per Headend for Digital Addressable Advertising, Europe (US$ in Thousands, by Category, CAGR)

Table 8. Relative Percentage of Annual Value, Linear Versus VOD Digital Addressable Advertising, Europe (Percent of Total for Linear Products, Percent of Total for VOD Products)

Table 9. Annual Value of Digital Addressable Advertising Products, Europe (Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of Total Value, CAGR)

Table 10. Headends Likely to Purchase Digital Addressable Advertising Products, Asia (Number of Headends, by Category, Annual Growth, Percent of Total, CAGR)

Table 11. Estimated Annual Costs per Headend for Digital Addressable Advertising, Asia (US$ in Thousands, by Category, CAGR)

Table 12. Relative Percentage of Annual Value, Linear Versus VOD Digital Addressable Advertising, Asia (Percent of Total for Linear Products, Percent of Total for VOD Products)

Table 13. Annual Value of Digital Addressable Advertising Products, Asia (Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of Total Value, CAGR)

Table 14. Headends Likely to Purchase Digital Addressable Advertising Products, ROW (Number of Headends, by Category, Annual Growth, Percent of Total, CAGR)

Table 15. Estimated Annual Costs per Headend for Digital Addressable Advertising, ROW (US$ in Thousands, by Category, CAGR)

Table 16. Relative Percentage of Annual Value, Linear Versus VOD Digital Addressable Advertising, ROW (Percent of Total for Linear Products, Percent of Total for VOD Products)

Table 17. Annual Value of Digital Addressable Advertising Products, ROW (Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of Total Value, CAGR)

Table 18. Headends Likely to Purchase Digital Addressable Advertising Products, Worldwide (Number of Headends, by Category, Annual Growth, Percent of Total, CAGR)

Table 19. Relative Percentage of Annual Value, Linear Versus VOD Digital Addressable Advertising, Worldwide (Percent of Total for Linear Products, Percent of Total for VOD Products)

Table 20. Annual Value of Digital Addressable Advertising Products, Worldwide (Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of Total Value, CAGR)

Table 21. Annual Value of All Digital Addressable Advertising Products, by Region (Annual Value US$ in Millions, by Region, Annual Growth Rate, Percent of Total Value, CAGR)

Table 22. Worldwide Value of Linear and VOD Addressable Advertising Products (Annual Value US$ in Millions, by Major Category, Annual Growth Rate, Percent of Total Value, CAGR)

List of Figures

Figure 1. Worldwide Annual Value of Digital Cable TV Addressable Advertising Products (US$ in Millions)

Figure 2. Annual Value of Digital Addressable Advertising Products, North America (Annual Value US$ in Millions, by Category)

Figure 3. Annual Value of Digital Addressable Advertising Products, Europe (Annual Value US$ in Millions, by Category)

Figure 4. Annual Value of Digital Addressable Advertising Products, Asia (Annual Value US$ in Millions, by Category)

Figure 5. Annual Value of Digital Addressable Advertising Products, ROW (Annual Value US$ in Millions, by Category)

Figure 6. Annual Value of Digital Addressable Advertising Products, Worldwide (Annual Value US$ in Millions, by Category)

Figure 7. Annual Value of Digital Addressable Advertising Products, Worldwide, by Category, Compared Side-by-Side, by Year (Annual Value US$ in Millions, by Category)

Figure 8. Annual Value of Digital Addressable Advertising Products, Worldwide, By Category, Showing Annual Growth Curves, by Year (Annual Value US$ in Millions, by Category)

Figure 9. Annual Value of All Digital Addressable Advertising Products, by Region (Annual Value US$ in Millions)

Figure 10. Worldwide Value of Linear and VOD Addressable Advertising Products (Annual Value US$ in Millions, by Major Category)