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Viewing report
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World Ad Insertion Server Market
Frost & Sullivan, Oct 2010, Pages: 100
Ad insertion servers can be defined as software and hardware solutions that enable the storage and transmission of targeted advertisements inserted into content streams. This study focuses on ad servers in cable, telco and broadcast markets. In this study Frost & Sullivan evaluates the current state of the World ad insertion server market and factors that will attribute to its growth in the future. Apart from market drivers and restraints, the study also includes challenges being faced by the industry, revenue forecasts, and the demand for ad server solutions in the coming years.
Market Overview
The evolution in digital technology has led television broadcast facilities through a phase of transition. Analog to digital transmission and the transition to high-definition (HD) content has led to more opportunities for advertisers, broadcasters, service providers, and equipment manufacturers. As a result, consumers not only have access to more high quality audio and video content through diverse media such as cable, satellite, Internet protocol television (IPTV), mobile and Web-based networks, but can receive and interact with advertisements that are highly tailored to suit their interests and engaging.
Amongst the array of services available to the consumers today, personalized and interactive services such as video-on-demand (VOD) have transformed the way consumers watch television. The success of on-demand television has further led to the birth of more enhanced capabilities such as pause live TV, catch up TV, networked personal video recorders (NPVRs) and interactive advertising. This proliferation in content services is expected to drive broadcasters and service providers to install state-of-the-art ad insertion technology in their facilities over the forecast period to augment their revenue streams.
Frost & Sullivan defines an ad insertion server as a hardware and software system comprising internal or external storage and with multiple inputs and outputs for ingesting, storing and distributing short form video. Hitherto, commercials have been inserted along with programming content thereby forcing advertisers to decide the selection and placement of their ad inventory several weeks in advance. In comparison, the latest advanced advertising solutions in the market offer the ability to target ads more effectively with respect to demographics, viewing patterns and location of the viewer.
For the purpose of this analysis, the market has been segmented into three segments:
- Cable Ad Server Market
- Telco Ad Server Market
- Broadcast Ad Server Market
This research does not include streaming servers used for applications such as Web or mobile video distribution.
This research aims to analyze the ad insertion server market; the demands of various application segments; drivers to growth; market restraints and challenges; technology and market trends; pricing; and revenue forecasts by application segments as well as geographic regions. Prices and revenues are based on manufacturer's United States dollars (USD).
Competitive Analysis
Worldwide transition from analog to digital technology has created immense opportunities for the targeted ad server market. Service providers are competing against each other to provide enhanced services such as HD channels, pay-per-view, interactive television and VOD among others, which would require significant expenditure in video and ad server systems over the forecast period. Ad servers are used by broadcasters and service providers to ingest, store and playout engaging ads for subscribers to watch along with programming content.
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