Addressable, Interactive TV Advertising in the U.S.

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.

“Major U.S. cable television operators, direct broadcast satellite (DBS) TV providers, and telcos have identified advanced advertising as a key revenue opportunity moving forward,” said Heather Way, research analyst with Parks Associates. “In the short term, digital TV operators continue to ramp up their investment in advanced advertising solutions as a preemptive move to sustain ad revenues. In the long term, the investment serves to grow the advertising business segment.”

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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    Cable TV Operators    Direct Broadcast Satellite (DBS) TV Providers    Telcos/IPTV

2.2.3    Technical Solution Providers    Software Solutions

2.2.4    Television Content Providers    Broadcast Networks    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    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

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 – 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/IPTV
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 – Top 10
Appeal of New TV Features – 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)

Publish Date: 4Q 2009

Pages: 68

Authored By:

Authored by Heather Way
Executive Editor: Tricia Parks
Published by Parks Associates

© October 2009 Parks Associates
Dallas, Texas 75230

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.

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.

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