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Viewing report
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US Addressable TV Advertising
In-Stat/MDR, July 2008, Pages: 67
TV Advertising is being impacted by the Internet and by mobile services that provide highly personalized content delivery. Traditional TV programs deliver the most repeatable audiences. Subscription TV Networks are adding new, more finely targeted TV channels.
Some of the findings in this report are:
-Traditional TV programming provides an excellent mechanism for delivering Addressable Advertising.
-The infrastructures for TV program delivery are complex, and intertwined. They present advertisers with a wide range of choices that overlap, duplicate, or have exclusivity.
-Advertising buyers understand the complex nature of the US media delivery industry. It will take them time to adapt to new hardware-based opportunities that seem so promising.
-Nationwide Broadcast Networks and Subscription TV Networks will continue to be the best delivery vehicles for mass market TV advertising.
-Advertising that targets identifiable ethnic, cultural, language or special-interest audiences will see above-average growth rates through 2012.
-Geographic advertising is expected to grow to about 30% of US TV ad spending. The Cable TV industry's Project Canoe initiative will help drive this trend forward.
-Hardware-Based Addressable Advertising solutions already exist on the Internet, and solutions based on Set Top Box addressability will be growing on a market-by-market basis.
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