Providing market research reports, industry analysis, company profiles and country reports for strategic planning, competitive intelligence, marketing and business research.
Search for Market Research Reports:    

Advanced Video Advertising Report - January 2009

Published by: Multimedia Research Group, Inc.

Published: Jan. 1, 2009 - 86 Pages


Table of Contents


1 Executive Summary


2 Background on the Ad Industry

2.1 Overview

2.2 TV Centric Advertising - Background

2.3 Internet Centric Advertising - Background

2.3.1 Linear Video Ads (Online Video)
2.3.2 Non-Linear Video Ads (Online Video)

2.3.3 Companion Ads (Online Video)

2.3.4 The Google Effect - 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

4.1.1 Agencies Need to Think More Holistically
4.1.2 Advertisers Need to Think Differently

4.1.3 Privacy

4.1.4 Advanced Platforms Need Greater Numbers

4.1.5 The System is Technically Fragmented

4.1.6 Operators Need to Commit to Advanced Advertising

4.1.7 Children, as a Demographic, Require Additional Security and Privacy

4.1.8 Children Also Have a Short Attention Span

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

5.2.1 General Comments
5.2.2 VOD Ads

5.2.3 Banner Ads

5.2.4 DVR Ads

5.2.5 Telescoping Ads

5.2.6 Voting/Polling

5.2.7 Social Ads

6 Global Market Growth Projection 2009-2012

7 Vendor Profiles

7.1 Active Video Networks (formerly ICTV)

7.1.1 Overview
7.1.2 Product/Service Offering

7.1.3 AVA Types Supported

7.1.4 Customer's Current Strategy

7.1.5 Current Usage

7.2 APRICO (Philips)

7.2.1 Overview
7.2.2 Product/Service Offering

7.2.3 AVA Types Supported

7.2.4 Customer's Current Strategy

7.2.5 Current Usage

7.3 Alcatel-Lucent

7.3.1 Overview
7.3.2 Product/Service Offering

7.3.3 AVA Types Supported

7.3.4 Customer's Current Strategy

7.3.5 Current Usage

7.4 ARRIS

7.4.1 Overview
7.4.2 Product/Service Offering

7.4.3 AVA Types Supported

7.4.4 Customer's Current Strategy

7.4.5 Current Usage

7.5 Black Arrow

7.5.1 Overview

7.5.2 Product/Service Offering

7.5.3 AVA Types Supported

7.5.4 Customer's Current Strategy

7.5.5 Current Usage

7.6 Canoe Ventures, LLC

7.6.1 Overview
7.6.2 Service Offering

7.6.3 AVA Types Supported

7.6.4 Customer's Current Strategy

7.6.5 Current Usage

7.7 Cisco

7.7.1 Overview

7.7.2 Product/Service Offering

7.7.3 AVA Types Supported

7.7.4 Customer's Current Strategy

7.7.5 Current Usage

7.8 Harmonic Incorporated

7.8.1 Overview
7.8.2 Product/Service Offering

7.8.3 AVA Types Supported

7.8.4 Customer's Current Strategy

7.8.5 Current Usage

7.9 INVIDI Technology Corporation

7.9.1 Overview
7.9.2 Service Offering

7.9.3 AVA Types Supported

7.9.4 Customer's Current Strategy

7.9.5 Current Usage

7.10 Microsoft

7.10.1 Overview
7.10.2 Service Offering

7.10.3 AVA Types Supported

7.10.4 Customer's Current Strategy

7.10.5 Current Usage

7.11 Motorola

7.11.1 Overview
7.11.2 Product/Service Offering

7.11.3 AVA Types Supported

7.11.4 Customer's Current Strategy

7.11.5 Current Usage

7.12 Opera Software ASA

7.12.1 Overview
7.12.2 Service Offering

7.12.3 AVA Types Supported

7.12.4 Customer's Current Strategy

7.12.5 Current Usage

7.13 Packet Vision

7.13.1 Overview
7.13.2 Product/Service Offering

7.13.3 AVA Types Supported

7.13.4 Customer's Current Strategy

7.13.5 Current Usage

7.14 Rentrak

7.14.1 Overview
7.14.2 Service Offering

7.14.3 AVA Types Supported

7.14.4 Current Strategy

7.14.5 Current Usage

7.15 SeaChange International

7.15.1 Overview
7.15.2 Product/Service Offering

7.15.3 AVA Types Supported

7.15.4 Customer's Current Strategy

7.15.5 Current Usage

7.16 TANDBERG Television

7.16.1 Overview
7.16.2 Product/Service Offering

7.16.3 AVA Types Supported

7.16.4 Customer's Current Strategy

7.16.5 Current Usage

7.17 Overview of All Vendors - Ad Types Supported

8 Service/Content Provider Profiles

8.1 Comcast

8.1.1 Overview
8.1.2 Service Offering

8.1.3 AVA Types Supported

8.1.4 Current Strategy

8.1.5 Current Usage

8.2 Kabillion

8.2.1 Overview
8.2.2 Service Offering

8.2.3 AVA Types Supported

8.2.4 Current Strategy

8.2.5 Current Usage

8.3 Time Warner Cable

8.3.1 Overview
8.3.2 Service Offering

8.3.3 AVA Types Supported

8.3.4 Current Strategy

8.3.5 Current Usage

8.4 TiVo

8.4.1 Overview
8.4.2 Service Offering

8.4.3 AVA Types Supported

8.4.4 Current Strategy

8.4.5 Current Usage


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


Abstract

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.

Please note: The PDF and Hard Copy versions of the reports include a department license and are able to be used by up to five users.

Get Full Details About This Report >>
US: 800.298.5699
Int'l: +1.240.747.3093
Buy this Report

Price and Delivery Options
See related reports or call the number above for help from a research specialist.


 

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 250,000 market research reports, company profiles and country profiles from over 650 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.

 

© MarketResearch.com 2009