Addressable, Interactive TV Advertising in the U.S.

Table of Contents

The Bottom Line

Data Points

U.S. Addressable, Interactive TV Advertising Dashboard

1.0 Report Summary

• 1.1 Purpose of Report
• 1.2 Scope of Report
• 1.3 Research Approach
  • 1.3.1 Source of Data
  • 1.3.2 Glossary of Terms

2.0 U.S. Market Overview: Addressable, Interactive TV Advertising

• 2.1 U.S. Digital TV Subscriber Growth Trends
• 2.2 Advanced TV Advertising Ecosystem
  • 2.2.1 Advertisers and Advertising Agencies
  • 2.2.2 Television Service Providers
    • 2.2.2.1 Cable TV Operators
    • 2.2.2.2 Direct Broadcast Satellite (DBS) TV Providers
    • 2.2.2.3 Telcos/IPTV
  • 2.2.3 Technical Solution Providers
    • 2.2.3.1 Software Solutions
  • 2.2.4 Television Content Providers
    • 2.2.4.1 Broadcast Networks
    • 2.2.4.2 Cable Networks
  • 2.2.5 Digital Measurement and Data Analytics
  • 2.2.6 Digital TV Consumers
• 2.3 Distribution Platforms
  • 2.3.1 Distribution Path
    • 2.3.1.1 Advanced TV Ad Formats
• 2.4 Business Models
  • 2.4.1 Pricing Models
  • 2.4.2 Traditional Cable TV Advertising: The Money Flow

3.0 Technology

• 3.1 Major Standards
  • 3.1.1 SCTE 130
  • 3.1.2 EBIF and tru2way (OCAP)
• 3.2 Canoe Ventures LLC

4.0 Implications and Recommendations

• 4.1 Market Conditions
  • 4.1.1 Drivers
  • 4.1.2 Inhibitors
• 4.2 Recommendations

5.0 U.S. Addressable, Interactive TV Advertising Revenue Forecasts

• 5.1 Forecast Methodology
• 5.2 Forecast Assumptions
• 5.3 U.S. Forecasts 2009 - 2014

Figures

• Addressable, Interactive TV Advertising Glossary of Terms
• U.S. Digital Television Subscribers 2006 - 2008
• U.S. Television Services Market Share - 2008
• U.S. Digital Television Service Providers 2006 - 2008
• Advanced TV Advertising Ecosystem
• Top Four U.S. Advertising Agency Companies
• Major U.S. Television Service Providers - Cable TV
• Major U.S. Television Service Providers - DBS
• Major U.S. Television Service Providers - Telco/IPTV
• Advanced TV Advertising Technical Solution Providers
• Technical Software Solution Providers
• Digital Measurement and Data Analytics
• Demographics of DVR Users
• Demographics of VOD Users
• Free VOD Usage
• Type of TV Shows Watching Using VOD Service
• Willingness to Purchase Paid or Ad-Supported VOD TV Show Season
• Appeal of New TV Features - Top 10
• Appeal of New TV Features - Bottom 10
• Advanced TV Ad Formats
• Comparison of Traditional and Advanced TV Advertising Attributes
• Traditional Cable TV Advertising Business Models: The Money Flow
• SCTE 130 Advanced Advertising Standard
• Advanced TV Advertising Technical Elements
• Canoe Advanced Advertising Platform (CAAP)
• Addressable, Interactive TV Advertising Revenue Forecast Methodology
• U.S. Addressable, Interactive TV Advertising Revenue (2009 - 2014)
• U.S. Addressable, Interactive TV Advertising Revenue by Format (2009 - 2014)
• U.S. Cable/DBS/Telco Advertising Revenue: Traditional Linear, Addressable and Interactive (2009 - 2014)