Advanced Advertising for IPTV Services

Table of Contents

1. Executive Summary

• 1.1 Cable Advanced Advertising
• 1.2 Advanced Advertising Strategies for IPTV Service Providers
• 1.3 Adding Advanced Advertising to IPV Services
  • 1.3.1 Service Issues
  • 1.3.2 Technical Issues
  • 1.3.3 Business Issues
• 1.4 Opportunities and Recommendations
  • 1.4.1 Opportunities
  • 1.4.2 Recommendations

2. Cable Advanced Advertising Technologies and Strategies

• 2.1 Status of Advertising in the U.S.
• 2.2 Cable Technologies for Advanced Advertising
  • 2.2.1 Long-Form Ads
  • 2.2.2 Interactive Telescoping Ads
  • 2.2.3 DVR
  • 2.2.4 Integrated Ads
• 2.3 Cable Strategies for Advanced Advertising
• 2.4 Approaches to Advanced Advertising
  • 2.4.1 Cable Company A
  • 2.4.2 Cable Company B
  • 2.4.3 Cable Company C
  • 2.4.4 Cable Company D
  • 2.4.5 Cable Company E

3. IPTV Advanced Advertising Technologies and Strategies

• 3.1 Adopting Cable Strategies
  • 3.1.1 On-Demand Technologies
  • 3.1.2 Interactive Technologies
  • 3.1.3 DVR Technologies
• 3.2 Personalization and Targeting Strategies
  • 3.2.1 Advantages of IPTV Services
  • 3.2.2 Viewer Profiling Technologies
• 3.3 Middleware Technologies
• 3.4 VOD Targeting Technologies
• 3.5 Broadcast Targeting Technologies
• 3.6 TV Commerce Strategies
  • 3.6.1 PCCW's TV Commerce Strategy
  • 3.6.2 Itaas TV Commerce Software
• 3.7 Network Impact of IPTV Advanced Advertising Technologies
• 3.8 Effectiveness of IPTV Advanced Advertising Strategies

4. Adding Advanced Advertising to IPTV Services

• 4.1 Service Issues
• 4.2 Technical Issues
• 4.3 Business Issues

5. Opportunities, Risks, and Recommendations

• 5.1 Opportunities
• 5.2 Risks
• 5.3 Recommendations

6. Appendix I: Companies Interviewed for this Report

7. Appendix II: Case Study - Generating Cash with Local Advertising

Table of Figures

• Figure 2-1: 2005 U.S. Advertising Industry
• Figure 3-1: Alcatel 5959 for Ad Insertion
• Figure 3-2: Picture-In-Picture Ad Insertion

Table of Tables

• Table 1-1: Shifting Advertisers Strategies
• Table 1-2: Cable Advanced Advertising Techniques
• Table 1-3: Timeline for IPTV Advanced Advertising Technologies
• Table 2-1: U.S. DVRs, VOD Subs & Digital Subs - 2005
• Table 2-2: 2005 U.S. Advertising Industry
• Table 2-3: Cable Advanced Advertising Techniques
• Table 2-4: Cable Company A's Advanced Advertising Strategies
• Table 2-5: Cable Company B's Advanced Advertising Strategies
• Table 2-6: Cable Company C's Advanced Advertising Strategies
• Table 2-7: Cable Company D's Advanced Advertising Strategies
• Table 2-8: Cable Company E's Advanced Advertising Strategies
• Table 3-1: Personalization and Targeting Strategies
• Table 4-1: Timeline for IPTV Advanced Advertising Technologies
• Table 6-1: Companies Interviewed for this Report