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Advanced Video Advertising Report - January 2009

Multimedia Research Group, Inc.
January 1, 2009
86 Pages - SKU: BFAQ2087369

Abstract Table of Contents Related Reports

Countries covered: Global

This report covers global developments in “Advanced Video Advertising" (AVA), which refers to forms of advertising beyond traditional insert advertising, with the end device being the TV set. This report compares traditional and interactive TV advertising techniques; and provides an ROI calculation for each of the six AVA methods being trialed in the global advertising markets in both Cable and Telco TV operations. It also examines Internet video advertising to help determine models that can work in Advanced Video Advertising applications for both Cable and IPTV Operators.

Table 1-2 shows global growth in ad spending negative for Newspapers, Magazines, and Radio in 2009, with slight increases for TV, Cinema, Outdoor and Internet.

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1 Executive Summary
2 Background on the Ad Industry: 2.1 Overview; 2.2 TV Centric Advertising - Background; 2.3 Internet Centric Advertising - Background; 2.4 Background of Targeted Video Advertising
3 Top Business Models for Advanced (Interactive) Video Advertising: 3.1 Overview; 3.2 VOD (FOD); 3.3 RFI; 3.4 Voting/Polling; 3.5 DVR; 3.6 Recommendations
4 Issues Around Targeting: 4.1 General Comments; 4.2 Technical Issues; 4.3 Business Issues
5 Ad Type Ratings and Criteria: 5.1 Ad Type Ratings; 5.2 Important Criteria for Each Ad Type
6 Global Market Growth Projection 2009-2012
7 Vendor Profiles: 7.1 Active Video Networks (formerly ICTV); 7.2 APRICO (Philips); 7.3 Alcatel-Lucent; 7.4 ARRIS; 7.6 Canoe Ventures, LLC; 7.8 Harmonic Incorporated; 7.9 INVIDI Technology Corporation; 7.10 Microsoft; 7.11 Motorola; 7.12 Opera Software ASA; 7.13 Packet Vision; 7.14 Rentrak; 7.15 SeaChange International; 7.16 TANDBERG Television
8 Service/Content Provider Profiles: 8.1 Comcast; 8.2 Kabillion; 8.3 Time Warner Cable; 8.4 TiVo
9 Advertiser Profiles: 9.1 Disney; 9.2 Domino's Pizza; 9.3 Virgin Media TV
10 Conclusion
11 Recommendations
12 Glossary of Terms
13 Appendix 1: EBIF Standard
14 Appendix 2: SCTE 130 Standard
15 Index of Companies
Table of Figures: Figure 1-1: Share of Ad Spending by Medium - U.S.; Figure 1-2: Online (Internet) Video Ad CPMs vs. Broadcast Ad CPMs; Figure 2-1: 2008 - 2009 (projected) U.S. Advertising Industry; Figure 2-2: Google Revenue, 2001- 2007 (in $millions); Figure 2-3: Ferrari Car Ad; Figure 2-4: Toyota Prius Car Ad; Figure 5-1: Ad Type Responses; Figure 7-1: Active Video’s System Overview; Figure 7-2: Active Video Screen Shot - CNN #1; Figure 7-3: Active Video Screen Shot - CNN #2; Figure 7-4: APRICO Screen Shot - My Series; Figure 7-5: APRICO Screen Shot - Mercedes Benz.tv; Figure 7-6: Harmonic's Ad System Diagram; Figure 7-7: INVIDI System Diagram; Figure 7-8: Atlas System Overview; Figure 7-9: Navic’s Targeting Diagram (Telescoping); Figure 7-10: Navic Screen Shot - Targeted Overlay Ad; Figure 7-11: Navic Screen Shot - RFI; Figure 7-12: SeaChange's AdPulse System Overview; Figure 7-13: TANDBERG TV's AdPoint System Flow; Figure 8-1: TiVo Screen Shot - Program Placement; Figure 8-2: TiVo Screen Shot - RFI; Figure 8-3: TiVo Screen Shot - Survey; Figure 8-4: TiVo Screen Shot - Interactive Tag; Figure 9-1: Domino's Ad on TiVo; Figure 10-1: Averages of Ad Type Ratings; Figure 10-2: Standard Deviation of Ad Type Ratings
Table of Tables: Table 1-1: Global Advertising Spending Growth; Table 1-2: Global Ad Spending by Medium ($US, Billions); Table 1-3: Global Ad Spending by Region, 2008 - 2009; Table 3-1: Cost and Time to Deploy AVA Ad Types; Table 6-1: Global Ad Spending by Medium, 2006 - 2010 ($Millions); Table 7-1: Active Video Networks - AVA Types Supported; Table 7-2: APRICO - AVA Types Supported; Table 7-3: Alcatel-Lucent - AVA Types Supported; Table 7-4: ARRIS - AVA Types Supported; Table 7-5: Black Arrow - AVA Types Supported; Table 7-6: Canoe Ventures - AVA Types Supported; Table 7-7: Cisco - AVA Types Supported; Table 7-8: Harmonic - AVA Types Supported; Table 7-9: INVIDI - AVA Types Supported; Table 7-10: Microsoft - AVA Types Supported; Table 7-11: Motorola - AVA Types Supported; Table 7-12: Opera Software - AVA Types Supported; Table 7-13: Packet Vision - AVA Types Supported; Table 7-14: Rentrak - AVA Types Supported; Table 7-15: SeaChange- AVA Types Supported; Table 7-16: TANDBERG TV - AVA Types Supported; Table 7-17: All Vendors - Comparison of AVA Types Supported; Table 7-18: Vendor Product Capabilities; Table 8-1: Comcast Spotlight - AVA Types Supported; Table 8-2: Kabillion - AVA Types Supported; Table 8-3: Time Warner - AVA Types Supported; Table 8-4: TiVo - AVA Types Supported; Table 8-5: Operators - Comparison of AVA Types Supported; Table 11-1: All Vendors - Comparison of AVA Types Supported; Table 11-2: Vendor Product Capabilities

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Advanced Video Advertising Report - January 2009

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