U.S. Internet & TV related Advertising Technology and Business Trends: Industry

U.S. Internet & TV related Advertising Technology and Business Trends

Product Type: Market Research Report
Published by: Fuji-Keizai USA, Inc.
Published: December 2005
Product Code: R98-173

Description

Fuji-Keizai USA (FKU) examines the market for IP based advertising as it applies to the Internet (or Online) market and the newer and still slowly evolving interactive television (ITV) market.

The existence of IP based technologies has now made it possible to create ads that are interactive, contain vibrant video and catchy audio. This new interactive advertising (iAD for TV market) and rich media advertising (for Internet market) now makes it possible to entertain and well as educate the consumer on products and brands in a way that was not possible more than 6 years ago. It can turn TV into a two way, interactive medium and allows accountability for advertisers in their ability to track ad campaign success and ROI. Something the Internet has been doing for many years.

We examine the types of technologies, for both the TV and Online market, that are needed for advertisers, networks, broadcasters, Web sites publishers and agencies to be successful in attracting and retaining advertising revenue as well as creating and managing the ads. Company profiles in this report cover the latest and best of breed technologies for planning, creating, producing, managing, scheduling and launching interactive and rich media ads.

With the use of digital-video recorders and VOD on the rise, TV watchers increasingly are fast-forwarding through or skipping entire commercials -- threatening the very economic model that television was founded upon. The new technology is sending ad-agency executives into overdrive to devise new ways to persuade viewers to watch promotional messages.

There are other potentially worrisome indicators for advertising in the United States, including a recent spate of retail mergers, ongoing woes in the automotive sector, and the possibility of lower earnings in the technology sector.

Fuji-Keizai USA also includes strategies and recommendations on how to take advantages of the latest technologies and research findings included in this report in order adapt to this new interactive advertising medium. The TV ad industry can take some original ideas from the Internet, modify the traditional TV business model to come up with a successful new business model to thrive in the new age of interactive digital television.

Internet advertising, even though it is based on IP technology, is still evolving. The addition of rich media and the greater shift of advertising dollars to this medium means that advertising decision makers will have to keep up to date on the latest technologies and trends, information which we provide in this report.

Table of Contents

Market Overview
Section 1:Online Advertising Technology & Business
1. Industry Structure Online Advertising: 1.1 How Online Ads are Served and Counted
2. Online Advertising Market Size and Forecast: 2.1 Overall Online Advertising Revenue Growth Projections 2004-2009; 2.2 Top 10 Web sites (ranked by unique visitors); 2.3 Top 10 Advertisers (ranked by ad revenue); 2.4 Top 25 Online Advertisers by Media Value; 2.5 Internet Advertising Revenues by Advertising Format; 2.6 2004 Major Categories Ranking for Internet Advertising; 2.7 Online Advertising by Format; 2.8 Online Advertising Growth and Metrics
3. Online Advertising Technology, Solution and Service Companies: Developer's Activity; 3.1 24/7 Real Media; 3.2 - 3.23 Name of developers did not mention; 3.24 Zedo
4. Online Advertising Money Flow: 4.1 Ad Serving ASP/Hosting Service; 4.2 Billing Mechanism or System; 4.3 Ad Server System Audits
5. Study of Online Advertising Charge: 5.1 Google; 5.2 Yahoo; 5.3 AOL/Time Warner
Section 2:CATV Interactive Advertising Technology & Business
1. Industry Structure Cable/Satellite Advertising
2. CATV Advertising Market Size and Forecast: 2.1 CATV Advertising Market Size and Forecast 2004-2009; 2.2 Top Ranked Programs Week of August TV Advertising; 2.3 Comparison of Overall TV Advertising versus Interactive Advertising (UK Ad Market); 2.4 Top Cable TV Advertiser; 2.5 Interactive TV(ITV) Market Grows; 2.6 Interactive Advertising Surveys; 2.7 IAD Success
3. ITV Advertising Technology, Solution and Service Companies: Developer's Activity; 3.1 Atlas Solutions; 3.2 - 3.25 Name of developers did not mention; 3.26 Zip Television Limited
4. Cable ITV Advertising Money Flow: 4.1 Billing Mechanisms or Systems
5. Study of TV Advertising Charges: 5.1 Media Costs; 5.2 How is TV Advertising Sold; 5.3 DirecTV; 5.4 Time Warner Cable; 5.5 Zip TV
6. Content Production: 6.1 Interactive Advertising for TV; 6.2 What is an Interactive TV advertisement?; 6.3 iAD so Far; 6.4 TiVo's New Ad System; 6.5 The Advertising Model for Video on Demand; 6.6 Cutting Edge Content Creation Tools and Applications; 6.7 How Broadcasters and Network Operators are Advancing iAD:; BskyB i-ad templates; 6.8 iTV Ad Formats
8. Best Approaches for Data Collection and Data Mining: 8.1 Hyper Targeting; 8.2 Counting Advertising Impressions; 8.3 Measurement; 8.4 Consumer's Response to Interactive Advertising - A Survey
9. Technology and iAD: 9.1 New Technologies and Features Aid the Growth of iAD; 9.2 Adopting Standards for ITV Commercials; 9.3 Broadcasters: Benefits and Challenges of Interactive Advertising; 9.4 iTV Ad Studies and Surveys; 9.5 The Outlook for Digital Advertising

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