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Market Research Report
Advanced Video Advertising Report
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Advanced Video Advertising Report published by Multimedia Research Group, Inc. in January, 2009. This report consists of 86 Pages and the price starts from US $ 2495.
Abstract
Global TV advertising will continue to dominate over alternative forms, and
this report shows how interactive advertising will help make it happen. This
report comprehensively covers global developments in “AdvancedVideo
Advertising” (AVA), which refers to forms of advertising beyond
traditional insert advertising, with the end device being the TV set. This
report compares traditional and interactive TV advertising techniques; and
provides an ROI calculation for each of the six main AVA methods being trialed
in the global advertising markets in both Cable and Telco TV operations. It
also examines Internet video advertising to help determine models that can
work in Advanced Video Advertising applications for both Cable and IPTV
Operators.
By focusing on the six dominant types of interactive video ads, the analysis
provides IPIV and Cable Operators and national and regional advertisers a
context for creating a roadmap for implementing advanced advertising. It
explains, for example, how much Polling and Voting would cost and what kind of
results to expect; it also profiles over 15 AVA vendors and 8
advertiser/Operators, describing what AVA types are supported o rused by each.
The report also reviews strategies and best practices to get started in
advanced(video) advertising; and to progress to more advanced forms of
interactive advertising including request for information(RFI) and e-commerce.
Executive Summary
This report covers global developments in gAdvanced Video Advertising" (AVA),
which refers to forms of advertising beyond traditional insert advertising,
with the end device being the TV set. This report compares traditional and
interactive TV advertising techniques; and provides an ROI calculation for
each of the six AVA methods being trialed in the global advertising markets in
both Cable and Telco TV operations. It also examines Internet video
advertising to help determine models that can work in Advanced Video
Advertising applications for both Cable and IPTV Operators.
Table of Contents
1. Executive Summary
2. Background on the Ad Industry
- 2.1 Overview
- 2.2 TV Centric Advertising - Background
- 2.3 Internet Centric Advertising - Background
- 2.3.1 Linear Video Ads (Online Video)
- 2.3.2 Non-Linear Video Ads (Online Video)
- 2.3.3 Companion Ads (Online Video)
- 2.3.4 The Google Effect - Background
- 2.4 Background of Targeted Video Advertising
3. Top Business Models for Advanced (Interactive) Video Advertising
- 3.1 Overview
- 3.2 VOD (FOD)
- 3.3 RFI
- 3.4 Voting/Polling
- 3.5 DVR
- 3.6 Recommendations
4. Issues Around Targeting
- 4.1 General Comments
- 4.1.1 Agencies Need to Think More Holistically
- 4.1.2 Advertisers Need to Think Differently
- 4.1.3 Privacy
- 4.1.4 Advanced Platforms Need Greater Numbers
- 4.1.5 The System is Technically Fragmented
- 4.1.6 Operators Need to Commit to Advanced Advertising
- 4.1.7 Children, as a Demographic, Require Additional Security and Privacy
- 4.1.8 Children Also Have a Short Attention Span
- 4.2 Technical Issues
- 4.3 Business Issues
5. Ad Type Ratings and Criteria
- 5.1 Ad Type Ratings
- 5.2 Important Criteria for Each Ad Type
- 5.2.1 General Comments
- 5.2.2 VOD Ads
- 5.2.3 Banner Ads
- 5.2.4 DVR Ads
- 5.2.5 Telescoping Ads
- 5.2.6 Voting/Polling
- 5.2.7 Social Ads
6. Global Market Growth Projection 2009-2012
7. Vendor Profiles
- 7.1 Active Video Networks (formerly ICTV)
- 7.1.1 Overview
- 7.1.2 Product/Service Offering
- 7.1.3 AVA Types Supported
- 7.1.4 Customer' s Current Strategy
- 7.1.5 Current Usage
- 7.2 APRICO (Philips)
- 7.2.1 Overview
- 7.2.2 Product/Service Offering
- 7.2.3 AVA Types Supported
- 7.2.4 Customer' s Current Strategy
- 7.2.5 Current Usage
- 7.3 Alcatel-Lucent
- 7.3.1 Overview
- 7.3.2 Product/Service Offering
- 7.3.3 AVA Types Supported
- 7.3.4 Customer' s Current Strategy
- 7.3.5 Current Usage
- 7.4 ARRIS
- 7.4.1 Overview
- 7.4.2 Product/Service Offering
- 7.4.3 AVA Types Supported
- 7.4.4 Customer' s Current Strategy
- 7.4.5 Current Usage
- 7.5 Black Arrow
- 7.5.1 Overview
- 7.5.2 Product/Service Offering
- 7.5.3 AVA Types Supported
- 7.5.4 Customer' s Current Strategy
- 7.5.5 Current Usage
- 7.6 Canoe Ventures, LLC
- 7.6.1 Overview
- 7.6.2 Service Offering
- 7.6.3 AVA Types Supported
- 7.6.4 Customer' s Current Strategy
- 7.6.5 Current Usage
- 7.7 Cisco
- 7.7.1 Overview
- 7.7.2 Product/Service Offering
- 7.7.3 AVA Types Supported
- 7.7.4 Customer' s Current Strategy
- 7.7.5 Current Usage
- 7.8 Harmonic Incorporated
- 7.8.1 Overview
- 7.8.2 Product/Service Offering
- 7.8.3 AVA Types Supported
- 7.8.4 Customer' s Current Strategy
- 7.8.5 Current Usage
- 7.9 INVIDI Technology Corporation
- 7.9.1 Overview
- 7.9.2 Service Offering
- 7.9.3 AVA Types Supported
- 7.9.4 Customer' s Current Strategy
- 7.9.5 Current Usage
- 7.10 Microsoft
- 7.10.1 Overview
- 7.10.2 Service Offering
- 7.10.3 AVA Types Supported
- 7.10.4 Customer' s Current Strategy
- 7.10.5 Current Usage
- 7.11 Motorola
- 7.11.1 Overview
- 7.11.2 Product/Service Offering
- 7.11.3 AVA Types Supported
- 7.11.4 Customer' s Current Strategy
- 7.11.5 Current Usage
- 7.12 Opera Software ASA
- 7.12.1 Overview
- 7.12.2 Service Offering
- 7.12.3 AVA Types Supported
- 7.12.4 Customer' s Current Strategy
- 7.12.5 Current Usage
- 7.13 Packet Vision
- 7.13.1 Overview
- 7.13.2 Product/Service Offering
- 7.13.3 AVA Types Supported
- 7.13.4 Customer' s Current Strategy
- 7.13.5 Current Usage
- 7.14 Rentrak
- 7.14.1 Overview
- 7.14.2 Service Offering
- 7.14.3 AVA Types Supported
- 7.14.4 Current Strategy
- 7.14.5 Current Usage
- 7.15 SeaChange International
- 7.15.1 Overview
- 7.15.2 Product/Service Offering
- 7.15.3 AVA Types Supported
- 7.15.4 Customer' s Current Strategy
- 7.15.5 Current Usage
- 7.16 TANDBERG Television
- 7.16.1 Overview
- 7.16.2 Product/Service Offering
- 7.16.3 AVA Types Supported
- 7.16.4 Customer' s Current Strategy
- 7.16.5 Current Usage
- 7.17 Overview of All Vendors - Ad Types Supported
8. Service/Content Provider Profiles
- 8.1 Comcast
- 8.1.1 Overview
- 8.1.2 Service Offering
- 8.1.3 AVA Types Supported
- 8.1.4 Current Strategy
- 8.1.5 Current Usage
- 8.2 Kabillion
- 8.2.1 Overview
- 8.2.2 Service Offering
- 8.2.3 AVA Types Supported
- 8.2.4 Current Strategy
- 8.2.5 Current Usage
- 8.3 Time Warner Cable
- 8.3.1 Overview
- 8.3.2 Service Offering
- 8.3.3 AVA Types Supported
- 8.3.4 Current Strategy
- 8.3.5 Current Usage
- 8.4 TiVo
- 8.4.1 Overview
- 8.4.2 Service Offering
- 8.4.3 AVA Types Supported
- 8.4.4 Current Strategy
- 8.4.5 Current Usage
9. Advertiser Profiles
- 9.1 Disney
- 9.2 Domino' s Pizza
- 9.3 Virgin Media TV
10. Conclusion
11. Recommendations
12. Glossary of Terms
13. Appendix 1: EBIF Standard
14. Appendix 2: SCTE 130 Standard
15. Index of Companies
Table of Figures
- Figure 1-1: Share of Ad Spending by Medium - U.S.
- Figure 1-2: Online (Internet) Video Ad CPMs vs. Broadcast Ad CPMs
- Figure 2-1: 2008 - 2009 (projected) U.S. Advertising Industry
- Figure 2-2: Google Revenue, 2001- 2007 (in $millions)
- Figure 2-3: Ferrari Car Ad
- Figure 2-4: Toyota Prius Car Ad
- Figure 5-1: Ad Type Responses
- Figure 7-1: Active Video' s System Overview
- Figure 7-2: Active Video Screen Shot - CNN #1
- Figure 7-3: Active Video Screen Shot - CNN #2
- Figure 7-4: APRICO Screen Shot - My Series
- Figure 7-5: APRICO Screen Shot - Mercedes Benz.tv
- Figure 7-6: Harmonic' s Ad System Diagram
- Figure 7-7: INVIDI System Diagram
- Figure 7-8: Atlas System Overview
- Figure 7-9: Navic' s Targeting Diagram (Telescoping)
- Figure 7-10: Navic Screen Shot - Targeted Overlay Ad
- Figure 7-11: Navic Screen Shot - RFI
- Figure 7-12: SeaChange' s AdPulse System Overview
- Figure 7-13: TANDBERG TV' s AdPoint System Flow
- Figure 8-1: TiVo Screen Shot - Program Placement
- Figure 8-2: TiVo Screen Shot - RFI
- Figure 8-3: TiVo Screen Shot - Survey
- Figure 8-4: TiVo Screen Shot - Interactive Tag
- Figure 9-1: Domino' s Ad on TiVo
- Figure 10-1: Averages of Ad Type Ratings
- Figure 10-2: Standard Deviation of Ad Type Ratings
Table of Tables
- Table 1-1: Global Advertising Spending Growth
- Table 1-2: Global Ad Spending by Medium ($US, Billions)
- Table 1-3: Global Ad Spending by Region, 2008 - 2009
- Table 3-1: Cost and Time to Deploy AVA Ad Types
- Table 6-1: Global Ad Spending by Medium, 2006 - 2010 ($Millions)
- Table 7-1: Active Video Networks - AVA Types Supported
- Table 7-2: APRICO - AVA Types Supported
- Table 7-3: Alcatel-Lucent - AVA Types Supported
- Table 7-4: ARRIS - AVA Types Supported
- Table 7-5: Black Arrow - AVA Types Supported
- Table 7-6: Canoe Ventures - AVA Types Supported
- Table 7-7: Cisco - AVA Types Supported
- Table 7-8: Harmonic - AVA Types Supported
- Table 7-9: INVIDI - AVA Types Supported
- Table 7-10: Microsoft - AVA Types Supported
- Table 7-11: Motorola - AVA Types Supported
- Table 7-12: Opera Software - AVA Types Supported
- Table 7-13: Packet Vision - AVA Types Supported
- Table 7-14: Rentrak - AVA Types Supported
- Table 7-15: SeaChange- AVA Types Supported
- Table 7-16: TANDBERG TV - AVA Types Supported
- Table 7-17: All Vendors - Comparison of AVA Types Supported
- Table 7-18: Vendor Product Capabilities
- Table 8-1: Comcast Spotlight - AVA Types Supported
- Table 8-2: Kabillion - AVA Types Supported
- Table 8-3: Time Warner - AVA Types Supported
- Table 8-4: TiVo - AVA Types Supported
- Table 8-5: Operators - Comparison of AVA Types Supported
- Table 11-1: All Vendors - Comparison of AVA Types Supported
- Table 11-2: Vendor Product Capabilities
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