Addressable Advertising: Broadcast TV Moves Onto the Internet: Industry Research

Addressable Advertising: Broadcast TV Moves Onto the Internet

Published Date: March 2007

Published By: In-Stat

Page Count: 41

Order Code: R97-2741

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Description

Table of Contents

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Executive Summary
Why Broadcasters Need to Embrace Addressable Advertising: National Networks and Local Broadcasters Already Deliver Addressable Advertising; Addressable Advertising Should Move Smoothly from Broadcast TV to the Internet; The Move to Digital Terrestrial TV Multiplies the Opportunity for Addressable Advertising; Analog Cut Off will Force Broadcasters onto the Internet, and then onto Wireless and Mobile Services
Advertising Adapts to a World of Personalized Info and Entertainment: Advertising is Managed in Campaigns that Have Limited Length and Scope; “Creative” is Used as a Noun to Mean “Creative Content” Developed for an Advertising Campaign; Creative is Targeted
Advertising Delivery Systems Address Specific Market Segments
Delivery Systems are Addressable: Each Step in Each Addressable Advertising Delivery System Costs Something
A Quick Look at Addressable Advertising Delivery Services
A Very Quick Look at Advertising on Broadcast Television: Broadcast TV is Still the Best Game in Town for Addressable Advertising; “Creative” Content Targets Specific Audience Segments That Command a Premium
Repetition as an Obstacle to the Success of Addressable Advertising: Addressable Advertising for Broadcast TV is Not Very Granular; Addressable Advertising for Online Portals Will Grow as Video Moves to the ‘Net; Harris H-Class Presents an Advanced Solution for Broadcasters
Forecasts by Category, by Region: Our Market Model Provides a “Bottoms Up” Approach; North America by Category; Europe by Category; Asia by Category; Rest of the World (ROW) by Category; Worldwide Summary by Category; Summary of All Categories Combined, by Region
Methodology
Related In-Stat Reports Summary
List of Tables: Table 1. Advertising “Spend” Example for Representative National Network TV Programs (Network Pricing per Ad, Rating of Show, Millions of Viewers, Number of Spots per Show, Value of Show, Revenue per Viewer); Table 2. A Second Advertising “Spend” Example for Representative National Network TV Programs (Network Pricing per Ad , Rating of Show, Millions of Viewers, Number of Spots per Show, Value of Show, Revenue per Viewer); Table 3. Attitudes about Repetition of a TV Ad from Five Audience Segments (Percentage of Survey Respondents Answering in Each Category); Table 4. Broadcast Facilities Likely to Spend on Addressable Advertising by Category for North America (Number Of Facilities, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 5. Approximate Value of Equipment, Software and Services by Category for North America (US$ in Thousands by Category); Table 6. Value of Addressable Advertising Infrastructure for Broadcasters for North America (US$ in Thousands, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 7. Broadcast Facilities Likely to Spend on Addressable Advertising by Category for Europe (Number Of Facilities, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 8. Approximate Value of Equipment, Software, and Services by Category for Europe (US$ in Thousands by Category); Table 9. Value of Addressable Advertising Infrastructure for Broadcasters for Europe (US$ in Thousands, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 10. Broadcast Facilities Likely to Spend on Addressable Advertising by Category for Asia (Number Of Facilities, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 11. Approximate Value of Equipment, Software, and Services by Category for Asia (US$ in Thousands by Category); Table 12. Value of Addressable Advertising Infrastructure for Broadcasters for Asia (US$ in Thousands, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 13. Broadcast Facilities Likely to Spend on Addressable Advertising by Category for ROW (Number Of Facilities, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 14. Approximate Value of Equipment, Software, and Services by Category for ROW (US$ in Thousands by Category); Table 15. Approximate Value of Equipment, Software, and Services by Category for ROW (US$ in Thousands, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 16. Broadcast Facilities Likely to Spend on Addressable Advertising by Category for Worldwide (Number Of Facilities, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 17. Approximate Value of Equipment, Software, and Services by Category for Worldwide (US$ in Thousands, by Category, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate); Table 18. Value of All Categories Combined, by Region (US$ in Millions, by Region, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate)
List of Figures: Figure 1. Regional Value of Addressable Advertising Equipment, Software, and Services for TV Broadcasters (Includes Broadcast-related and Internet-related Spending, Value US$ Millions); Figure 2. Example of Addressable Advertising for Linear TV Programming (Increments of a 2 ½ Minute “Break” in :10 Second Slices. National Ads are Pink, Regional Ads are Orange, Local Ads are Green, Local Promos are Blue); Figure 3. Overview of Addressable Advertising Delivery Systems with Some Examples; Figure 4. Value of Addressable Advertising Infrastructure for Broadcasters for North America (US$ in Millions, by Category); Figure 5. Value of Addressable Advertising Infrastructure for Broadcasters for Europe (US$ in Millions, by Category); Figure 6. Value of Addressable Advertising Infrastructure for Broadcasters for Asia (US$ in Millions, by Category); Figure 7. Approximate Value of Equipment, Software, and Services by Category for ROW (US$ in Millions, by Category); Figure 8. Approximate Value of Equipment, Software, and Services by Category for Worldwide (US$ in Millions, by Category); Figure 9. Value of All Categories Combined, by Region (US$ in Millions, by Region)

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