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Viewing report
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U.S. Digital Cable TV Advertising Analysis & Forecast 2006-2009
Multimedia Research Group, June 2006, Pages: 155
This report is broken into two general sections – “Planning & Early Trail Results” and “Trial and Early Execution Results”, based on two surveys in mid-2005 and early 2006. The same MSOs are surveyed, making this a progress report on Digital Advertising practice in large U.S. cable operations.
Cable MSOs in the US are being confronted by new challenges this year that relate to maintaining and increasing revenue streams and profitability. Because of the increased pressure from Satellite, the telcos (IPTV) and even Internet service companies like Google and Yahoo, this study sets out to understand the technical and strategic priorities of the top U.S. MSOs (Multi-Systems Cable Operators), as a means to understand where Advanced Digital Advertising (DA in this report) is going. At the same time, we set out to understand how underlying infrastructure and underlying service development will (or will not) assist in promoting the digital advertising trials and deployments. Traditional U.S. “local spot” advertising, as stated earlier, is a $5.2 billion market in 2006. Growing on average at 12-13% per year. A sub-set of this is DID (Digital into Digital) which will grow as digital subscribers grow from under 50 percent to over 90% (estimated) in the next 5-8 years.
In a two-phase analysis of major cable operators’ digital advertising experiments, the US Digital Cable TV Advertising Analysis & Forecast 2006-2009 tracks how US cable operators are using a variety of interactive advertising techniques to answer the threat of Internet, Satellite and IPTV advertising in 2006-2009. Because of a rapid growth of Internet advertising to over $12.5 B in 2005, in addition to the general threat of TiVo and similar (DVR) technologies, cable has been experimenting in six areas of digital TV advertising that involve instant 2-way communications, superior “click stream” tracking technologies, and improved ad targeting as an answer to these threats.
The report analyzes the digital advertising categories of Long-Form VOD, DVR Showcase, Interactive, Integrated ads, Product Placement and Buzz Advertising to see which will become dominant in the next 5 years.
The report forecasts that US Cable Interactive Advertising has revenues well under $100 million by by 2005
projected to grow to over $970 Million in 2009, calculated as a subset of both national and local cable advertising today. While local (30-second) targeted advertising continues to be the most important kind of local TV advertising for US cable, totaling over $4.6 billion in 2005, the national US Cable advertising totaled $15.7 billion in 2005, for a combined total of $21.2 billion in 2005. While it will be over a decade before advanced digital advertising begins to overtake traditional linear advertising in revenue, the report anticipates that over 75% of TV viewing will be time-shifted or interactive by 2015.
This report shows how successful MSOs were using interactive advertising using the 6 new techniques, and what their reasons were for doing the experimental campaigns as well as the level of success achieved.
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