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시장보고서
Addressable, Interactive TV Advertising in the U.S.
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Abstract
SYNOPSIS
This report highlights the major advanced TV advertising industry players and
examines the key business and technology drivers shaping the advanced
television services segment. In addition, the report studies the existing
business models and discusses how the models will change to accommodate
addressable and interactive TV advertising solutions. The report provides
implications and recommendations for industry investors and concludes with
advanced TV advertising revenue forecasts.
“Major U.S. cable television operators, direct broadcast satellite (DBS)
TV providers, and telcos have identified advanced advertising as a key revenue
opportunity moving forward,” said Heather Way, research analyst
with Parks Associates. “In the short term, digital TV operators continue
to ramp up their investment in advanced advertising solutions as a preemptive
move to sustain ad revenues. In the long term, the investment serves to grow
the advertising business segment.”
Table of Contents
The Bottom Line
Data Points
U.S. Addressable, Interactive TV Advertising Dashboard
1.0 Report Summary
- 1.1 Purpose of Report
- 1.2 Scope of Report
- 1.3 Research Approach
- 1.3.1 Source of Data
- 1.3.2 Glossary of Terms
2.0 U.S. Market Overview: Addressable, Interactive TV Advertising
- 2.1 U.S. Digital TV Subscriber Growth Trends
- 2.2 Advanced TV Advertising Ecosystem
- 2.2.1 Advertisers and Advertising Agencies
- 2.2.2 Television Service Providers
- 2.2.2.1 Cable TV Operators
- 2.2.2.2 Direct Broadcast Satellite (DBS) TV Providers
- 2.2.2.3 Telcos/IPTV
- 2.2.3 Technical Solution Providers
- 2.2.3.1 Software Solutions
- 2.2.4 Television Content Providers
- 2.2.4.1 Broadcast Networks
- 2.2.4.2 Cable Networks
- 2.2.5 Digital Measurement and Data Analytics
- 2.2.6 Digital TV Consumers
- 2.3 Distribution Platforms
- 2.3.1 Distribution Path
- 2.3.1.1 Advanced TV Ad Formats
- 2.4 Business Models
- 2.4.1 Pricing Models
- 2.4.2 Traditional Cable TV Advertising: The Money Flow
3.0 Technology
- 3.1 Major Standards
- 3.1.1 SCTE 130
- 3.1.2 EBIF and tru2way (OCAP)
- 3.2 Canoe Ventures LLC
4.0 Implications and Recommendations
- 4.1 Market Conditions
- 4.1.1 Drivers
- 4.1.2 Inhibitors
- 4.2 Recommendations
5.0 U.S. Addressable, Interactive TV Advertising Revenue Forecasts
- 5.1 Forecast Methodology
- 5.2 Forecast Assumptions
- 5.3 U.S. Forecasts 2009 - 2014
Figures
- Addressable, Interactive TV Advertising Glossary of Terms
- U.S. Digital Television Subscribers 2006 - 2008
- U.S. Television Services Market Share - 2008
- U.S. Digital Television Service Providers 2006 - 2008
- Advanced TV Advertising Ecosystem
- Top Four U.S. Advertising Agency Companies
- Major U.S. Television Service Providers - Cable TV
- Major U.S. Television Service Providers - DBS
- Major U.S. Television Service Providers - Telco/IPTV
- Advanced TV Advertising Technical Solution Providers
- Technical Software Solution Providers
- Digital Measurement and Data Analytics
- Demographics of DVR Users
- Demographics of VOD Users
- Free VOD Usage
- Type of TV Shows Watching Using VOD Service
- Willingness to Purchase Paid or Ad-Supported VOD TV Show Season
- Appeal of New TV Features - Top 10
- Appeal of New TV Features - Bottom 10
- Advanced TV Ad Formats
- Comparison of Traditional and Advanced TV Advertising Attributes
- Traditional Cable TV Advertising Business Models: The Money Flow
- SCTE 130 Advanced Advertising Standard
- Advanced TV Advertising Technical Elements
- Canoe Advanced Advertising Platform (CAAP)
- Addressable, Interactive TV Advertising Revenue Forecast Methodology
- U.S. Addressable, Interactive TV Advertising Revenue (2009 - 2014)
- U.S. Addressable, Interactive TV Advertising Revenue by Format (2009 -
2014)
- U.S. Cable/DBS/Telco Advertising Revenue: Traditional Linear, Addressable
and Interactive (2009 - 2014)
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