DUBLIN – Research and Markets has announced the addition of the “US Advanced Advertising” report to their offering.
Advertising is undergoing fundamental changes. Traditional TV programming delivers a repeatable audience that advertisers can plan their ad campaigns around. But consumers are consuming more content as Ad-supported Video-on-Demand (VOD).
The current growth of Ad-supported online video services has drawn great interest. However, audiences on the Internet may not be repeatable. The Pay-TV industry has developed a comprehensive approach for VOD that accesses subscriber information and can deliver ads to very specific, and repeatable, demographic groups.
During the next five years the Pay-TV approaches, tied to popular TV shows, videos, movies and music content, will come into their own, and eventually represent a larger advertising opportunity than the online VOD services. The Pay-TV services will then extend what they’ve learned to online TV Everywhere services. Because the Pay-TV services deliver qualified audiences, we expect them to be able to negotiate higher Cost per Thousand (CPM) fees than the online services.
All Ad-supported Video-on-Demand services will experience revenue growth. By 2013, we expect that the advertising value for online video services will be US$1.9 Billion, and value of the Pay-TV services will be nearly US$2.9 Billion.
Key Topics Covered:
Trends and fundamental shifts in advertising
Industry Associations and Definitions
The four quadrants of the Advertising Universe
What’s driving each of these quadrants?
Pay-TV Services focused on Video-on-Demand
Mobile Advertising coming along quickly
Branded Portals becoming Destinations
SCTE 130, Subscriber Information System (SIS) and Sigma Systems SIS
Hybrid Broadcast + Broadband Services
US Forecast for VOD Households
PayTV HHs with access to and regular use of VOD
TV HHs with BB & HHs with regular use of VOD
Forecast – Broadband VOD
BB HHs
BB VOD views per year per HH
Average ads per viewing
Ads delivered
Forecast – Pay-TV VOD
PayTV VOD views per year per HH
Average ads per viewing
Ads delivered
Total Forecast for Ad-Supported VOD
Broadband VOD
Pay-TV VOD
TV Everywhere Upside
Companies to Watch
Service Providers
Infrastructure Providers
Technology Enablers
Sales Automation Systems
For more information visit http://www.researchandmarkets.com/research/295f55/us_advanced_advert
