Advanced Video Advertising Grows Online and On Next Gen Pay-TV Services, Says In-Stat

SCOTTSDALE, Ariz. – The world of advertising is changing dramatically with shifts in consumer behavior and growing online and pay TV video-on-demand (VOD) services, reports In-Stat ( These shifts among others are creating a growing market for advanced video advertising, which In-Stat projects will approach $5 billion by 2013.

Online VoD services, such as Hulu, CBS Interactive and, are already driving growing advanced advertising revenue across their platforms. During the next five years, Pay-TV approaches to advanced advertising tied to popular TV shows, videos, movies and music content will come into their own.

“The online VoD industry has the early lead for delivering Advanced Video Advertising, but the Pay-TV industry is moving quickly and will surpass broadband VOD by 2012,” says Gerry Kaufhold, In-Stat analyst. “Because Pay-TV services deliver qualified, repeatable audiences, we expect them to be able to negotiate higher Cost per Thousand (CPM) fees than online services.”

Advanced Advertising is the next-generation approach that permits advertisers to dramatically improve their targeting, reporting, and overall return on investment (ROI).

Recent research by In-Stat found the following:

TV Everywhere initiatives will extend ad-supported Pay-TV VOD services to online and mobile users.
Among the key companies enabling advanced video advertising are Adobe, Arris, Brightcove, Cisco, Motorola, Rovi, Sigma Systems, and thePlatform.
The Cable TV industry’s Canoe Ventures is working to help Pay-TV operators create large, plan-able audiences that can be cost-effectively sold directly to the large national advertisers.
The research, “US Advanced Advertising” (#IN0904467MBI), covers the US market for the value of Advanced Advertising services. It includes:

Examination of the next-generation approach to advertising.
Analysis of how this approach impacts new and old media outlets.
Descriptions of how advanced advertising works.
Forecasts for US households using ad-supported VOD, broken down by broadband and Pay-TV access, through 2013.
For a free sample of the report and more information, please contact a sales representative:

To purchase it online, please visit:

The price is $3,495 (US).

About In-Stat

In-Stat’s market intelligence combines technical, market and end-user research and database models to analyze the Mobile Internet and Digital Entertainment ecosystems. Our insights are derived from a deep understanding of technology impacts, nearly 30 years of history in research and consulting, and direct relationships with leading players in each of our core markets. In-Stat provides its research through reports, annual subscriptions, consulting and advisory services to inform critical decisions.