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Viewing report
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U.S. Internet & TV related Advertising Technology and Business Trends
Fuji-Keizai USA, Inc, Dec 2005, Pages: 160
'U.S. Internet & TV related Advertising Technology and Business Trends' examine the market for IP based advertising as it applies to the Internet (or Online) market and the newer and still slowly evolving interactive television (ITV) market.
The existence of IP based technologies has now made it possible to create ads that are interactive, contain vibrant video and catchy audio. This new interactive advertising (iAD for TV market) and rich media advertising (for Internet market) now makes it possible to entertain and well as educate the consumer on products and brands in a way that was not possible more than 6 years ago. It can turn TV into a two way, interactive medium and allows accountability for advertisers in their ability to track ad campaign success and ROI. Something the Internet has been doing for many years.
We examine the types of technologies, for both the TV and Online market, that are needed for advertisers, networks, broadcasters, Web sites publishers and agencies to be successful in attracting and retaining advertising revenue as well as creating and managing the ads. Company profiles in this report cover the latest and best of breed technologies for planning, creating, producing, managing, scheduling and launching interactive and rich media ads.
With the use of digital-video recorders and VOD on the rise, TV watchers increasingly are fast-forwarding through or skipping entire commercials -- threatening the very economic model that television was founded upon. The new technology is sending ad-agency executives into overdrive to devise new ways to persuade viewers to watch promotional messages.
There are other potentially worrisome indicators for advertising in the United States, including a recent spate of retail mergers, ongoing woes in the automotive sector, and the possibility of lower earnings in the technology sector.
This report also includes strategies and recommendations on how to take advantages of the latest technologies and research findings included in this report in order adapt to this new interactive advertising medium. The TV ad industry can take some original ideas from the Internet, modify the traditional TV business model to come up with a successful new business model to thrive in the new age of interactive digital television.
Internet advertising, even though it is based on IP technology, is still evolving. The addition of rich media and the greater shift of advertising dollars to this medium means that advertising decision makers will have to keep up to date on the latest technologies and trends, information which we provide in this report.
** Available both in English and Japanese **
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