Summary
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.
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/
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:
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 ¨C 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/
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 ¨C Top 10
Appeal of New TV Features ¨C 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)
