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:    

Targeted Ads For Terrestrial Television - How ‘old’ Tv Can Compete With Cable, Satellite And Online

Published by: Generator Research Limited

Published: Mar. 10, 2009 - 44 Pages


Table of Contents


SYNOPSIS

Subject Area

Report Content

Key Benefits

Who Should Read this Report?

EXECUTIVE SUMMARY

INTRODUCTION

Google TV Ads

U.S. Cable TV: Canoe Ventures

U.K. Satellite Television: Sky

U.K. Cable Television: Virgin Media

Yahoo TV Widgets

U.K. Project Canvas

Terrestrial Television Broadcasters

ADOPTION STRATEGY

Consumer Proposition

MYTV SERVICE CONCEPT

MyTV: Description of New Features

Catch-up TV

Search

New Content (Speciality Portal)

Viewing Manager

Data and Ratings

Social Features

BUSINESS ASPECTS

Perspectives of the different stakeholders

Terrestrial television broadcasters

Electronics vendors: TV sets and set-top boxes

Third-party service and content providers

Advertisers, agencies and media buyers

Broadband service providers

Technology developers

Commercial Structure

Regulatory Considerations

Revenue Model

Advertising Revenue Flows

Scheduled TV Service (broadcast, linear programming)

MyTV Service (unicast, non-linear programming)

AD TARGETING STRATEGIES

Media sales and revenue share

Ad-targeting criteria

Viewing behaviour

Online Ad profile and viewer identification

User-defined ad profile: OpenID and Facebook Connect

Consumer Acceptance

Abstract

The report first reviews key market developments such as Google TV Ads, Canoe Ventures, SpotRunner, Sky ‘Smart TV’, Virgin Media’s targeted advertising project, Yahoo TV Widgets and Project Canvas.

The report next explains what terrestrial television broadcasters are doing in response to these initiatives and how the terrestrial broadcasters could take the fight to the competition.

The report then provides a detailed description of a new internet television service, referred to as ‘MyTV’ that would be delivered to a new type of television set, or a new set-top box (STB), and which would contain a range of features that could be present a stronger proposition to the user than what is offered by cable and satellite TV service providers.

The report then explains how the MyTV service concept could be brought to market by analysing the business viability of a joint venture project that would deliver the MyTV service, and thereby enable the delivery of targeted advertising. The interests of the key stakeholders in the venture are analysed, along with regulatory factors.

The report concludes with providing market projections for the value of targeted television advertising in the U.S. and the U.K.

Key Benefits
  • Understand how the market for targeted television advertising is being shaped, and who is doing the shaping;
  • See how the terrestrial television broadcasters, regarded by some as dinosaurs, could reinvent themselves and come out fighting by launching a market-leading consumer service and targeted advertising proposition;
  • Appreciate why this strategy has the potential to not simply arrest the decline in advertising revenues being experienced by broadcasters, but to return the TV ad market to a growth phase;
  • Clearly understand the features that would be required in order to persuade consumers to pay for the new hardware that would be essential in order for terrestrial broadcasters to deliver targeted advertisements.
Who Should Read this Report?

This report will be of great interest to those who are involved with any aspect of television advertising. Key functional areas include:
  • Product management and product marketing;
  • Product strategy and marketing strategy;
  • Product, market and network planning;
  • Executive leadership, especially those who work for terrestrial television broadcasters;
  • Market insight and competitor intelligence;
  • Business development and corporate development.


Get Full Details About This Report >>
US: 800.298.5699
Int'l: +1.240.747.3093
Buy this Report
Price and Delivery Options
Search Inside Report


 

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