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报告目录
查看简介
Addressable TV Advertising Slowly Arrives
Addressable Advertising Appears on the Near Horizon
Estimates for the Annual Value of US Advertising Spending by Category
Addressable Advertising Fills the Need for Personalization
Subscription TV Networks Provide the FIRST WAVE of Personalization
High Definition Programming Creates Momentum for Traditional TV
The Internet is the SECOND WAVE of Personalization
Local Ad Insertion is the THIRD WAVE of Personalization
Infrastructure for Addressable Advertising
Consumers Have Multiple Ways to Receive Content
Content Flows Through Multiple Gate Keepers on its Way to Consumers
Content, and Addressable Ads, Flow Through a Complex Infrastructure With Overlap, Duplication, and Exclusivity
High Definition, Standard Definition, Internet, and Mobile Versions of Content and Advertising Make Everything Much More Complicated
National Broadcast TV Networks (ABC, CBS, etc.)
National Networks Work Through Local Affiliates
Local Affiliate Agreements Are in a State of Flux
Nationwide Advertising Staging and Clearinghouse
DG FastChannel
Run Digital Media
National Networks and Local Affiliates Also Support Internet Services
Internet Content is Repurposed for In-Band Cellular Phone Applications
Local TV Stations May Also Air Syndicated Programming That Does Not Come From a National Broadcast Network
Local Affiliates May Share Local Content With the National Network
Local TV Stations Present Their Own Ecosystem
Retransmission Consent Opens New Doors for Local TV
Local TV Stations Interface to Local Cable TV Systems
Local TV Stations Also Interconnect to National Satellite TV Services
Local TV Stations Also Connecting to Local TelcoTV Services
Subscription TV Networks Similar to National Broadcast Networks
Local Cable TV and TelcoTV Services Provide a More Extensive Ecosystem That Distributes TV Networks and Adds VOD
Cable TV and TelcoTV Can Insert Advertising in Their Local Headends
Local Cable TV and TelcoTV Services Also Producing Their Own Content
Internet Services Also Delivering Broadcast, and Other, TV Programming Supported by Addressable Advertising
Transcoding of Content and Ads for Delivery Platforms Creates a Problem
Metadata Definitions, Media Management Services, and Hand-Off Protocols
Reporting Systems that Monitor Delivery and Keep Track of Results
The Final Frontier—Creating a Workable Selling Interface
Real Time, or Near-Real-Time, Selling Is on the Event Horizon
MediaBank
A Comprehensive Media Buying Control Panel across All Infrastructures
Economics of Addressable Advertising—So Many Choices, So Little Time
Content-Based Addressable Advertising
Customer-Based Addressable Advertising
Geographic-Based Addressable Advertising
Hardware-Based Addressable Advertising
How Addressable Advertising Flows Out to End Users
US TV Programming Services
National Broadcast Networks
National Broadcast Networks Present Multiple Advertising Opportunities
Local TV
Subscription TV Networks (CNN, ESPN, Fox Networks, TBS, etc.)
Regional Networks
Local Productions by Cable TV, TelcoTV (IPTV), and Local Internet Service Providers
US Addressable TV Advertising Forecast
Where Addressable Advertising Can Get To by Category
Household Coverage of Various Content Delivery Infrastructures
The Race to Provide Video-on-Demand and High Definition VOD
Household Coverage of Various Programming Services
Forecast for US Addressable TV Advertising by Category
Methodology
Related In-Stat Reports
List of Tables
Table 1. Estimate for Annual Value of US Advertising Spend, by Category (US$ Billions)
Table 2. Percentage of Annual Value of US Advertising Spend, by Category (Percent of Total)
Table 3. Addressable Advertising Categories Delivered by Digital Infrastructures
Table 4. Household Penetration of Content Delivery Infrastructure by Category
Table 5. Household Coverage of Various TV Programming Services (Percentage Penetration of All US TV Households)
Table 6. Estimates for Annual Value of US Addressable TV Advertising Spend, By Category (Annual Value in US$ Billions, Annual Growth Rate, Percent of Total)
List of Figures
Figure 1. Percentage of Total US Addressable TV Advertising Value by Category
Figure 2. Percentage of Annual Value of US Advertising Spend, by Category (Percent of Total)
Figure 3. Percentage of Annual Value of Non-Print US Advertising Spend, by Category (Percent of Total)
Figure 4. Infrastructure That Delivers Content to Consumers
Figure 5. National Broadcast Networks Connect to Local Affiliates
Figure 6. Advertising Distributed From Multiple Data Centers
Figure 7. National Networks and Local TV Stations Also Connect to the Internet
Figure 8. Internet Services Provide Branded Web Sites for TV Content
Figure 9. Web Content is Repurposed for In-Band Cellphone Services
Figure 10. Local TV Stations Add Syndicated Programming Into the Mix
Figure 11. Local Stations Also Add Locally-Produced Content Into the Mix
Figure 12. Local Stations Share Locally-Produced Content With National Network
Figure 13. Local TV Stations Interface to Local Cable TV Systems
Figure 14. Local TV Stations Interface With Direct-to-Home Satellite Services
Figure 15. Local TV Stations Interconnect to TelcoTV Services
Figure 16. Subscription TV Services Similar to National Broadcast Networks
Figure 17. Subscription TV Services Provide Localized Versions for Cable TV Services
Figure 18. Local Cable or TelcoTV Services Will Provide Local Wireless Versions, as Well
Figure 19. Local Headends Deliver Subscription-TV Networks, Plus On Demand Content
Figure 20. Cable TV and TelcoTV Support Local Ad Insertion
Figure 21. Cable TV and TelcoTV Producing Their Own Local Content
Figure 22. Broadcast TV, and Other TV, Delivered via Internet Services
Figure 23. Household Penetration of Content Delivery Infrastructure by Category
Figure 24. US TV Households With 5Mb/s Broadband, VOD, or HD-VOD Capabilities
Figure 25. Household Coverage of Various TV Programming Services (Percentage Penetration of All US TV Households)
Figure 26. Estimates for Annual Value of US Addressable TV Advertising Spend, By Category (Annual Value in US$ Billions)
Figure 27. Trend Lines Showing Relative Growth of Each Category of Addressable Advertising
报告简介
TV Advertising is being impacted by the Internet and by mobile services that provide highly personalized content delivery. Traditional TV programs deliver the most repeatable audiences. Subscription TV Networks are adding new, more finely targeted TV channels.
Some of the findings in this report are:
-Traditional TV programming provides an excellent mechanism for delivering Addressable Advertising.
-The infrastructures for TV program delivery are complex, and intertwined. They present advertisers with a wide range of choices that overlap, duplicate, or have exclusivity.
-Advertising buyers understand the complex nature of the US media delivery industry. It will take them time to adapt to new hardware-based opportunities that seem so promising.
-Nationwide Broadcast Networks and Subscription TV Networks will continue to be the best delivery vehicles for mass market TV advertising.
-Advertising that targets identifiable ethnic, cultural, language or special-interest audiences will see above-average growth rates through 2012.
-Geographic advertising is expected to grow to about 30% of US TV ad spending. The Cable TV industry's Project Canoe initiative will help drive this trend forward.
-Hardware-Based Addressable Advertising solutions already exist on the Internet, and solutions based on Set Top Box addressability will be growing on a market-by-market basis.
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