The Advanced TV Advertising Market, 2008 (Strategic Focus): Industry Research Report

The Advanced TV Advertising Market, 2008 (Strategic Focus)

Published Date: March 2008

Published By: Datamonitor

Page Count: 28

Order Code: R313-31590

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Overview: Catalyst; Summary; Key Messages; The broadcast advertising market is adapting to new services and consumption habits; Home addressability creates potential to boost NAR and increase ROI positives; DVS 629 and 'Project Canoe' potentially help revolutionize the ad insertion market; Generating value from addressable advertising: return on bandwidth; Merger and acquisition activity begins to consolidate the VOD and ad insertion market; Assessing the addressable market: MSOs and non-traditional distribution platforms; Table of Contents; Market Opportunity: the evolving broadcast advertising sector; The broadcast advertising market is adapting to new services and consumption habits; Digital Cable and IPTV services are expected to illustrate strong growth until 2010; On demand service offerings begin to gain traction - benefiting addressable advertising potential; Audience fragmentation and shifting consumption habits challenge traditional broadcast advertising; PVRs will continue to create challenges for the broadcast advertising sector; Revenue makeup of the broadcasters is transforming in reflection to new challenges; Total advertising revenue for the broadcast sector set for growth; Regional market dynamics create challenging nuances for the broadcast advertising market; Revenue diversification grows in importance for pay-TV service operators; Advertisers have a variety of options to distribute campaigns through broadcast networks; Home addressability creates the potential to boost NAR and increase ROI positives; Increasing ROI positives can boost advertisement effectiveness; Different types of media buying result in different potential ROIs; Thematic targeting is loosing effectiveness due to evolving consumption habits; Geographic addressability can generate significant premiums; Home addressability increases effectiveness but lack of understanding remains a challenge; Technology Evolution: transistioning to New standards and formats; On demand addressability: outlining the technological value chain; Broadcasters are not expected to need to make large CapEx investments for home addressability; New standards and formats potentially help revolutionize the ad insertion market; 'Project Canoe' and SCTE DVS629 closes the gap between DPI and addressable advertising; MPEG-4 / H.264 has both benefits and challenges in lowering costs and implementation; Flash-based on demand servers could lower OpEx for broadcasters although questions remain; Flash-based servers compete with DRAM solutions; Customer Impact: Addressing business models and generating ROI; Generating value from addressable advertising: return on bandwidth; Outlining addressable advertising effectiveness is crucial as advertisers are faced with new mediums; Adding value by boosting target rating points: Highlighting the OpenTV and Comcast trail; Return on bandwidth as generating a return on investment in home addressability; Case Study: Positive results emerge from the Sunflower Broadband initial deployment; System deployment boosts revenue, client base and CPMs for Sunflower Broadband; Replicating to larger cable and IPTV systems might prove a challenge; Outlining business models will be the biggest challenge moving forwards; Broadcast led and service operator based models provide different VOD models; Addressing the free VOD gap: making money from free content; Competitive Landscape; Major players continue to populate the entire addressable advertising value chain; Merger and acquisition activity begins to consolidate the VOD and ad insertion market; Google moving into the interactive TV reporting market; Addressing the future competitive landscape: Economies of scale and linking DPI; Competitive pressures will potentially drive down the cost of implementation; Gaining advantage from installing both DPI solutions and addressable advertising; Go to Market; Assessing the addressable market: MSOs and non-traditional distribution platforms; US Cable MSOs are expected to be the most lucrative market for the near term; Multi-platform addressable advertising market: mobile video expected to hold considerable opportunities; Non-traditional installations could prove a particularly attractive offering: Hotels and Hospitals; Outlining quantifiable benefits with moving to addressable advertising will be crucial; Highlighting ROI: outlining higher TRPs to advertisers; Highlighting ROB: addressing competitive advantage and higher premium charges to broadcasters; Recommendations; Outline the benefits to both the buyer side and seller side; Provide understanding on ease of instillation and business models at C-level executives; Highlight results from current trials and deployments
APPENDIX: Definitions; Methodology; Further reading; Ask the analyst; Datamonitor consulting; Disclaimer

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