Table of Contents
- Executive Summary
- Why Broadcasters Need to Embrace Addressable Advertising
- National Networks and Local Broadcasters Already Deliver Addressable
Advertising
- Addressable Advertising Should Move Smoothly from Broadcast TV to the
Internet
- The Move to Digital Terrestrial TV Multiplies the Opportunity for
Addressable Advertising
- Analog Cut Off will Force Broadcasters onto the Internet, and then onto
Wireless and Mobile Services
- Advertising Adapts to a World of Personalized Info and Entertainment
- Advertising is Managed in Campaigns that Have Limited Length and Scope
- “Creative” is Used as a Noun to Mean “Creative
Content” Developed for an Advertising Campaign
- Creative is Targeted
- Context, Celebrities, Songs, Cultural Tie-Ins, Promotions and
Placements All Help “Target” Creative
- Creative Achieves a “Long Tail” Benefit from Cultural
Targeting
- Advertising Delivery Systems Address Specific Market Segments
- Delivery Systems are Addressable
- Each Step in Each Addressable Advertising Delivery System Costs Something
- A Quick Look at Addressable Advertising Delivery Services
- A Very Quick Look at Advertising on Broadcast Television
- Broadcast TV is Still the Best Game in Town for Addressable Advertising
- Broadcast TV Entities Will Also Be Covering Bets in Pay-TV, Mobile,
and Online
- Personalization of Media Needs to Also Protect Personal Privacy
- Free-to-Air Broadcast TV Provides Anonymous Viewing, So it is Very
Private
- Example of TV Broadcast Advertising Revenues: Revenues Per Viewer
- “Creative” Content Targets Specific Audience Segments That
Command a Premium
- Repetition as an Obstacle to the Success of Addressable Advertising
- Frequent Repetition of the Same Ad on Broadcast TV is Becoming Less
Acceptable to Viewers
- Addressable Advertising for Broadcast TV is Not Very Granular
- Digital Terrestrial Transmissions Provide the Ability to Narrowcast
- Broadcast TV Needs to Reduce Mind-Numbing Repetition of Ads on their
Airwaves
- Broadcast TV Needs to Improve Time-to-Audience for Addressable
Advertising
- Time-to-Market Can Become a Competitive Advantage for Local TV
Broadcast Stations
- Addressable Advertising for Online Portals Will Grow as Video Moves to
the ‘Net
- Addressable Advertising with Online Portals Achieves Optimal
Time-to-Market
- Advertising with Online Portals Can Achieve a “Long Tail”
Benefit
- Harris H-Class Presents an Advanced Solution for Broadcasters
- Forecasts by Category, by Region
- Our Market Model Provides a “Bottoms Up” Approach
- Four Categories of Addressable Advertising for Broadcast Facilities
- National Network Play Out Facilities with Addressable Advertising
- National Network Play Out Facilities with Addressable Advertising on
their Internet Portals
- Local Broadcasters with Addressable Advertising
- Local Broadcasters Internet with Addressable Advertising on their
Internet Portals
- Annual Costs for Addressable Advertising Equipment, Software and
Services
- Equipment, Software, Automation Systems and Services
- Value of Addressable Advertising Infrastructure for Broadcasters by
Region, and by Category
- North America by Category
- Europe by Category
- Asia by Category
- Rest of the World (ROW) by Category
- Worldwide Summary by Category
- Summary of All Categories Combined, by Region
- Methodology
- Related In-Stat Reports Summary
List of Tables
- Table 1. Advertising “Spend” Example for Representative
National Network TV Programs (Network Pricing per Ad, Rating of Show, Millions
of Viewers, Number of Spots per Show, Value of Show, Revenue per Viewer)
- Table 2. A Second Advertising “Spend” Example for
Representative National Network TV Programs (Network Pricing per Ad , Rating
of Show, Millions of Viewers, Number of Spots per Show, Value of Show, Revenue
per Viewer)
- Table 3. Attitudes about Repetition of a TV Ad from Five Audience Segments
(Percentage of Survey Respondents Answering in Each Category)
- Table 4. Broadcast Facilities Likely to Spend on Addressable Advertising
by Category for North America (Number Of Facilities, by Category, Annual
Growth Rate, Percent Of Total, Compound Annual Growth Rate)
- Table 5. Approximate Value of Equipment, Software and Services by Category
for North America (US$ in Thousands by Category)
- Table 6. Value of Addressable Advertising Infrastructure for Broadcasters
for North America (US$ in Thousands, by Category, Annual Growth Rate, Percent
Of Total, Compound Annual Growth Rate)
- Table 7. Broadcast Facilities Likely to Spend on Addressable Advertising
by Category for Europe (Number Of Facilities, by Category, Annual Growth Rate,
Percent Of Total, Compound Annual Growth Rate)
- Table 8. Approximate Value of Equipment, Software, and Services by
Category for Europe (US$ in Thousands by Category)
- Table 9. Value of Addressable Advertising Infrastructure for Broadcasters
for Europe (US$ in Thousands, by Category, Annual Growth Rate, Percent Of
Total, Compound Annual Growth Rate)
- Table 10. Broadcast Facilities Likely to Spend on Addressable Advertising
by Category for Asia (Number Of Facilities, by Category, Annual Growth Rate,
Percent Of Total, Compound Annual Growth Rate)
- Table 11. Approximate Value of Equipment, Software, and Services by
Category for Asia (US$ in Thousands by Category)
- Table 12. Value of Addressable Advertising Infrastructure for Broadcasters
for Asia (US$ in Thousands, by Category, Annual Growth Rate, Percent Of Total,
Compound Annual Growth Rate)
- Table 13. Broadcast Facilities Likely to Spend on Addressable Advertising
by Category for ROW (Number Of Facilities, by Category, Annual Growth Rate,
Percent Of Total, Compound Annual Growth Rate)
- Table 14. Approximate Value of Equipment, Software, and Services by
Category for ROW (US$ in Thousands by Category)
- Table 15. Approximate Value of Equipment, Software, and Services by
Category for ROW (US$ in Thousands, by Category, Annual Growth Rate, Percent
Of Total, Compound Annual Growth Rate)
- Table 16. Broadcast Facilities Likely to Spend on Addressable Advertising
by Category for Worldwide (Number Of Facilities, by Category, Annual Growth
Rate, Percent Of Total, Compound Annual Growth Rate)
- Table 17. Approximate Value of Equipment, Software, and Services by
Category for Worldwide (US$ in Thousands, by Category, Annual Growth Rate,
Percent Of Total, Compound Annual Growth Rate)
- Table 18. Value of All Categories Combined, by Region (US$ in Millions, by
Region, Annual Growth Rate, Percent Of Total, Compound Annual Growth Rate)
List of Figures
- Figure 1. Regional Value of Addressable Advertising Equipment, Software,
and Services for TV Broadcasters (Includes Broadcast-related and
Internet-related Spending, Value US$ Millions)
- Figure 2. Example of Addressable Advertising for Linear TV Programming
(Increments of a 2 ½ Minute "Break" in:10 Second Slices. National Ads
are Pink, Regional Ads are Orange, Local Ads are Green, Local Promos are Blue)
- Figure 3. Overview of Addressable Advertising Delivery Systems with Some
Examples
- Figure 4. Value of Addressable Advertising Infrastructure for Broadcasters
for North America (US$ in Millions, by Category)
- Figure 5. Value of Addressable Advertising Infrastructure for Broadcasters
for Europe (US$ in Millions, by Category)
- Figure 6. Value of Addressable Advertising Infrastructure for Broadcasters
for Asia (US$ in Millions, by Category)
- Figure 7. Approximate Value of Equipment, Software, and Services by
Category for ROW (US$ in Millions, by Category)
- Figure 8. Approximate Value of Equipment, Software, and Services by
Category for Worldwide (US$ in Millions, by Category)
- Figure 9. Value of All Categories Combined, by Region (US$ in Millions, by
Region)
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