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Advertising & Technology Collide: Semiconductor Companies, Technology Providers, Media Companies and Ad Agencies Partner to Move from Disruption to Monetization Product Image

Advertising & Technology Collide: Semiconductor Companies, Technology Providers, Media Companies and Ad Agencies Partner to Move from Disruption to Monetization

  • ID: 554787
  • September 2007
  • 64 Pages
  • MultiMedia Intelligence

FEATURED COMPANIES

  • 2Wire
  • Broadcom
  • Fox Entertainment
  • Mitsubishi
  • Redback Networks
  • Sylantro
  • MORE

Technology has played a key role in making things better, faster, and cheaper. However, technology has also been highly disruptive to the status quo. It changes user behaviour as well as business behaviour, which in turn changes competitiveness and business models. Failure to adapt to changing technology and user behaviour have has proven deadly for companies. The $185 Billion dollar TV advertising industry is now in technology’s cross-hairs. Collectively, the research has identified ‘new media advertising’ opportunities that include Internet advertising, Internet TV, IPTV advertising, mobile TV advertising and in-game advertising will collectively reach over US$31 billion by 2011.

Beyond these segments, a variety of potential advertising and branding models have remained un-exploited, largely because advertisers and media companies don’t fully understand the technology industry, and the technology industry doesn’t understand media and advertising. The report asserts that advertising and technology companies need to engage with companies that in the past they did not pay much attention to. If you are an advertisement agency executive, you need to READ MORE >

FEATURED COMPANIES

  • 2Wire
  • Broadcom
  • Fox Entertainment
  • Mitsubishi
  • Redback Networks
  • Sylantro
  • MORE

Executive Summary

Introduction

Current Advertising is Becoming Less Effective

The DVR: More Than Just Time Shifting

Beyond the Direct DVR Impact: Internet Connectivity in the Living Room

Media Overcomes DVR Threat Through Product Placement: Fox Entertainment’s ‘24’

Technology Changes “Upfront” Negotiations

Upfronts Were a Free-For-All in 2007

Hey Nielsen is Coming

Nielsen is not alone: Everstream Brings Measurement Tools

Digital Technologies: Why does this impact advertising?

Set Top Boxes

From Computers to IA

Game Consoles

Cell Phones

Other Electronic Device Platforms

Moral of the Story: Creating Mutual Benefit for Advertiser and Consumers

Opt In is a Winner

So Simple, Yet So Powerful: Leveraging Interactivity

Slacker Takes Interactivity to a New Level

Bringing Value to Advertisers Using Technology

Technology Trends & Predictions

Next Generation Alignment of Technology and Advertising

Brand Power

Advertising in Hardware

How is This Different

Volunteer for Advertising?

Implementing Advertising in Hardware

Perfect Possible Implementation: USB Flash Drive

NFC + Bluetooth + RFID = Location Based Advertisements.

Brand to Consumer, Marketing 1-to-1

NFC is Just One Option

Bluetooth

RFID

Leveraging RFID to Differentiate Products and Positioning: Guaranteed Wine

How Much is “Guaranteed Wine” Worth?

The Downside of Technology and Advertisers

Trying to Protect Consumer Data

Opt-In Subscribers Are a Requirement

New Digital Advertising Opportunities

Internet Advertising

Advertising Models in IPTV

IPTV Impacts a Variety of Companies across the Value Chain

Video Game Advertising: We Are a Long Way from Space Invaders

Mobile Handsets and Mobile Advertising

Mobile TV Advertising

Mobile TV Advertising Market Revenue

Internet TV offers immediate advertising potential

MultiMedia Intelligence Has Identified the Fourth Screen

In-store Displays for a Chain or Department Stores

POS is the Decision Point

TOC vs. ROI

Conclusion

Methodology

FEATURED COMPANIES

  • 2Wire
  • Broadcom
  • Fox Entertainment
  • Mitsubishi
  • Redback Networks
  • Sylantro
  • MORE

Technology has played a key role in making things better, faster, and cheaper. However, technology has also been highly disruptive to the status quo. It changes user behaviour as well as business behaviour, which in turn changes competitiveness and business models. Failure to adapt to changing technology and user behaviour have has proven deadly for companies. The $185 Billion dollar TV advertising industry is now in technology’s cross-hairs.

The traditional media industry is under assault from rapidly changing technology and user behaviour. The Digital Video Recorder (DVR) has empowered consumers and promising to cripple traditional TV advertising models. The Internet not only puts consumers in control of what and how they consume content, but also integrates community, participation and interactivity into the media experience. New advertising models are emerging on the Internet, on mobile devices, in video games, and on public displays.

Yet, the disruption on traditional media advertising models is still at its nascent stages. The largest advertising market, TV, is just beginning to feel the impact. Traditional content owners like music labels, studios, television affiliates, game publishers, and cable and satellite providers are being pulled into the new technology-driven world.

Media companies face a strategic choice of control versus reach. Syndicated and viral distribution of content via the Internet, social networks and user generated sites provides the broadest reach and empowers consumers. Yet, this model strips the control of media distribution from content owners and disrupts existing business models. Tightly controlled and narrow licensing of content for Internet distribution maintains control, but flies in the face of new consumer expectations. Media companies now have to examine both new and existing business models to evaluate what makes sense and what business models have run their course.
While technology is proving disruptive to traditional advertising and media business models, new opportunities abound.

YouTube and MySpace are drawing unique visitations that dwarf the Internet presence of established media properties. Google has captured the first wave of “Web 1.0” advertising via their successful search engine, and is targeting the “Web 2.0” advertising wave via their acquisition of YouTube and others. New markets for mobile advertising, Internet TV advertising, in-game advertising, and networked digital signage are emerging as well.

Collectively, we have identified ‘new media advertising’ opportunities that include Internet advertising, Internet TV, IPTV advertising, mobile TV advertising and in-game advertising will collectively reach almost US$41 billion by 2011.

Beyond these segments, a variety of potential advertising and branding models have remained un-exploited, largely because advertisers and media companies don’t fully understand the technology industry, and the technology industry doesn’t understand media and advertising. We believe advertising and technology companies need to engage with companies that in the past they didn’t pay much attention to. If you are an advertisement agency executive you need to be asking yourself: What are STMicroelectronics, Texas Instruments and Intel working on today that will enable my next opportunity? If you are a semiconductor or software company, you need to ask: How can my technology enable the next wave of digital advertising?

-2Wire
-Fox Entertainment
-Redback Networks
-ABC
-General Electric
-Reunion.com
-Acer
-General Motors
-River Stone
-ADB
-Google
-Sagem
-ADC
-Haier
-Samsung
-AdTran
-Harley-Davidson
-Sanyo
-Advanced Micro Devices
-Harmonic
-Scientific Atlanta
-Alcatel
-HBO
-Sea Change
-Amazon
-Honda
-Sendo
-Amino
-Huawei Technologies
-Sharp
-Amoi
-IBM
-Siemens
-Anheuser-Busch
-Intel
-Sigma Designs
-AOL
-InteractiveCorp
-Sirius Satellite
-Apple
-Internet Advertising Bureau
-Skystream Networks
-ARC
-ITV
-Slacker
-AT&T
-Juniper
-SmartVideo
-Barnes & Noble
-Korea Broadcast System (KBS)
-Sony
-BenQ
-LG
-Sony Ericsson
-Blockbuster
-Low Rate Source
-Sprint
-Blyk
-McDonalds
-Starbucks
-British Broadcasting Corporation (BBC)
-Mercedes-Benz
-STMicroelectronics
-Britith Telecom
-Microsoft
-Sylantro
-Broadcom
-Minerva Networks
-Tandberg
-Business Week
-Mitsubishi
-TBS
-CardSystems
-MobiTV
-Tellabs
-CBS
-Motorola
-Texas Instruments
-Cisco Systems
-MySpace
-Third Screen Media
-Coach
-NBC
-Thomson
-Coca Cola
-NDS
-Time Warner
-Concurrent
-NEC
-Tivo
-Conexant
-Nellymoser
-T-Mobile
-CopperGate Communications
-Netflix
-Toyota
-Corning
-NexTag Inc.
-Tut Systems
-Countrywide Financial Corporation
-Nielsen
-Verimatrix
-Daimler Chrysler
-Nintendo
-Verizon
-DirecTV
-Nokia
-VK
-Discovery Communications
-Nortel Networks
-Voxtel
-Disney
-NTT Communications
-Washington Mutual
-DS2
-Orca
-Westel
-Entropic Communications
-Panasonic
-WhiteBlox
-Ericsson
-Pantech
-Xero Mobile
-Everstream
-PCCW
-Yahoo
-Experian Group Limited
-Philips
-YouTube
-First Magnus Financial Corp
-Privacy Matters
-Ford Motor Corp
-Privacy Rights Clearinghouse

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