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Viewing report
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Online TV and the Future of Digital Video Advertising
The Diffusion Group, July 2008, Pages: 64
As the audience of web video viewers continues to multiply, the prospects for video-related online advertising becomes more legitimate. And online video programmers are taking notice, striving to deliver a TV-like experience featuring high-value, prime-time linear video content but enhanced by what TDG calls quantum capabilities – that is, non-linear, on-demand, device-agnostic “anytime/anywhere” access in which the user exercises vast control over the experience. While early in the game, combining these new technological capabilities with existing advertising acumen has proven more difficult than many predicted.
This report:
(a) analyzes the drivers and inhibitors impacting the online video marketplace
(b) evaluates the various forms of online video-related advertising,
(c) offers recommendations as to which type of advertising is best suited for specific types of online video content (e.g., user-generated or professional content),
(d) and offers forecasts regarding online video ad-related revenue for the next five years.
Key Questions Answered in the Report:
1] What are the different forms of online video-related advertisements?
2] Which forms of online video advertising are best suited for specific types of online video content (whether user generated or professional video?
3] How will these forms of advertising evolve over the next few years?
4] Which type of advertising will generate the most revenue over the next five years and why?
5] How will online video advertising mirror TV video advertising? How will it differ?
6] What are the keys to building a successful online TV business, either as a programmer or aggregator?
7] How will successful online TV businesses differ from traditional PayTV models?
8] What bottlenecks will online TV programmers have to face when it comes to acquiring top-quality content?
9] Why will UGV continue to struggle as an ad-based model?
10] When is the right time to enter the online TV programming marketplace?
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