New Advertising Platforms and Technologies

Table of Contents

The Bottom Line

1.0 Notes on Methodology

• 1.1 Data Sources
• 1.2 Definitions

2.0 A Glance at the New Media

• 2.1 A Disruptive Ad Age
• 2.2 Consumer Media Consumption Habits and Trends

3.0 Online Video and Social Networking Advertising Opportunities

• 3.1 Growth of Online Video Market
• 3.2 User-Generated Content and Advertising
• 3.3 Ad Format, Inventory and Pricing Trends
• 3.4 Ad Serving Technology and Business Models
• 3.5 Behavior-Based Targeting and Audience Engagement Measurement
• 3.6 Forecast of Ad Spending on Online Streaming Video

4.0 Advertising for Downloadable Media: Podcast and Others

• 4.1 Advertising on Downloadable Media
• 4.2 Market Forecast of Ad Spending on Downloadable Media

5.0 New Advertising Opportunities for TV Service Providers

• 5.1 Growth of New TV Services: IPTV, DVR, & VoD
• 5.2 Non-Linear TV Advertising Opportunity
• 5.3 Ad Serving Technologies for New TV Platforms
• 5.4 Challenges of Delivering Non-Linear Ads on TV
• 5.5 Forecast of Ad Spending on Non-Linear TV Services

6.0 The Next Frontier: Mobile Advertising

• 6.1 Growth of Multimedia Mobile Content and Internet Access
• 6.2 Choice of Ad Formats and Business Models
• 6.3 Drivers and Barriers of Mobile Advertising
• 6.4 Market Forecast of Ad Spending on the Mobile Platform

7.0 Conclusions and Recommendations

• 7.1 For Advertisers and Their Agencies
• 7.2 For Content Owners and Publishers
• 7.3 For Technology Vendors

Resource Book

Section I: Consumer Usage of Electronic Devices and Media Consumption Habits

Section II: Consumers' Attitudes toward Advertising

Section III: Company Profiles-Vendors for Online Video Ad Technologies

• blinkx
• Castfire
• ScanScout

Section IV: Company Profiles-Vendors for Ad Delivery on Provider Platforms

• BigBand Networks
• BlackArrow
• C-Cor
• ExtendMedia Inc.
• ICTV
• Packet Vision Limited
• SeaChange
• Tandberg TV

Section V: Company Profiles-Vendors for Ad Delivery on Downloadable Media

• Kiptronic, Inc.
• VoloMedia (Formerly Podbridge, Inc.)

Section VI: Company Profiles-Mobile Advertising Technology Providers

• 4Info
• AdMob
• CellFire
• Enpocket
• go2
• GreyStripe
• Third Screen Media

Section VII: Section VII: Company Profiles-Other Ad Technology Providers

• AdReady
• Google Inc.
• MSN Search
• Rentrak Corporation
• Yahoo! Inc.

Figures

The Bottom Line

• Household Entertainment Device Penetration among Online Population
• Advertising Industry Stakeholders' Responses to New Media Challenges
• Ad Industry Consolidation & Strategic Implications
• Hours Spent on Digital Activities
• U.S. Consumers' Video Consumption Frequency
• U.S. Consumers' Online Video Use by Genre
• Pay-TV Service Features
• Growth in Social Media Usage
• Frequency of Online Social Network Activities
• Internet Video Moves by TV Broadcasters and Broadband Service Providers
• Ad Exchange Models
• Watching Short Online Video Clips (Frequency by Age)
• Watching Full-length Online Video (Frequency by Age)
• User-Generated Content and Success Stories
• Social Media Users' Video Consumption Habits
• Advertising on Facebook
• Ad Formats for Online Video Content
• Examples of Online Video Advertising Rates
• Video Ad-Serving Technology from Large Ad Network
• Selected Online Video Advertising Technology Vendors and Business Models
• Behavioral Targeting Firms: Strengths and Business Relationships
• Percentage of Consumers Viewing Internet Video Streams at Least Monthly
• Total Video Clips Streamed per Month: U.S. Broadband Households
• Total Revenue Forecast: Ad-supported Online Video (Chart)
• Total Ad-Supported Internet Video Revenue Forecasts (Table)
• Portable Device Penetration and Downloadable Media Usage
• Technology Vendors for Downloadable Media Advertising
• Downloadable Media Ad Spending Forecast (Figure)
• Downloadable Media Ad Spending Forecast (Table)
• Premium VoD Usage Growth
• Service Providers' VoD Strategies
• Emerging Ad Formats on Digital On-Demand TV Platforms
• Summary of Service Providers' Strategies for Non-Linear TV Advertising
• Ad Technology Providers for Non-Linear TV Platforms
• Summary of the Challenges of Delivering Ads to Non-Linear TV Platforms
• SCTE' s DVS 629 Standards
• U.S. VoD Ad Revenue for IPTV Providers (2007-2012)
• U.S. VoD Ad Revenue Forecast for Cable Companies (2007-2012)
• U.S. DVR Ad Revenue Forecast (2007-2012)
• U.S. Ad Revenue Forecast for Non-Linear TV Services (2007-2012)
• Mobile Phone as a Communication Device
• Mobile Operators' Multimedia Services, Broadband Roadmap, and 3G Handsets
• Mobile Ad Formats and Their Usage
• Mobile Advertising Solution Companies
• Attitudes toward Mobile Advertisements
• Interest in Ad-Supported Mobile Services
• Total Annual Mobile Ad Revenue (2007-2012)
• U.S. Mobile Advertising Forecast 2007-2012 (Table)
• Mobile Ad Revenue Forecast by Type of Advertisement (Figure)

Resource Book

• Household Entertainment Device Penetration among Online Population
• Household Computer Usage
• Mobile Phone as an Entertainment Platform
• Mobile Phone as a Communication Device
• Pay Television Services
• Hours Spent on Digital Activities
• Computer Activities
• Other Computer Activities
• Video Service Features
• VOD Service Growth
• Frequency of Video Consumption Activities Q1/07
• Frequency of Video Consumption Activities Q3/07
• Downloading Full-length Programs (Frequency by Age)
• Downloading Short Videos (Frequency by Age)
• Watching Video on a Portable MP3 Player (Frequency by Age)
• Watching TV/Video on a Cell Phone (Frequency by Age)
• Watching Short Online Video Clips (Frequency by Age)
• Watching Full-length Online Video (Frequency by Age)
• Recording TV Programs on DVR (Frequency by Age)
• Interest in Ad-Supported Mobile Services
• Attitudes toward Mobile Advertisements
• Interest in Mobile Advertisements by Age
• Interest in Mobile Advertisements by Gender