Download Table of Contents (PDF)
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
© October 2009 Parks Associates
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
Printed in the United States of America.
Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
