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Why Global TV Advertising
Will Dominate, and How Interactive Advertising Helps
Other Topics: IPTV
Distributed Content Verification,
IPTV PVR Advancements
MRG
January 19, 2009
San Jose, CA -- MRG's new report shows how global developments in
"Advanced Video Advertising" (AVA) for set-top boxes will continue
to keep TV advertising dominant in global ad markets. By tracking
both traditional and interactive TV advertising techniques, it
provides an ROI calculation for each of the six most used
interactive methods in the global advertising markets for Cable,
Telco TV, Terrestrial, and Satellite operations. It also explores
why global TV advertising is up in 2008 and 2009, even though
newspaper, magazine and radio ad revenue is continuing to fall in
Europe, Asia, North America and the Rest of World. |
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"Finding the right message and
time slot for personalized TV advertising is only the first step,"
says MRG Analyst, Mike Galli. "Using the right interactive methods
and platform(s) for specific message enhancement is another
necessary step even in regional or local campaigns, and the tools
are now available to manage these campaigns."
By focusing on the six dominant types of interactive video ads(1),
the analysis provides IPTV and Cable Operators and national and
regional advertisers a context for creating a roadmap for
implementing advanced advertising. It explains, for example, how
much Polling and Voting would cost and what kind of results to
expect; it also profiles over 15 AVA vendors and 8
advertiser/Operators, describing what AVA types are supported or
used by each.
"These six Interactive video advertising techniques work well on the
TV platform, but also can work well on the PC or Mobile TV screen,"
says Galli. "Knowing the usage and technology behind new interactive
TV is basic. TV advertising is still dominant worldwide and growing,
so innovation here spells opportunity to migrate campaigns to other
platforms. We're seeing the first examples of that today."
The report also reviews strategies, standards and best practices
needed to get started in advanced (video) advertising; and to
progress to more advanced forms of interactive advertising including
request for information (RFI) and e-commerce.
The Advanced Video Advertising Report-January 2009 is 86 pages and
is available in a printed edition for $2,495 USD, a PDF
single-departmental license for $2,995 USD, and is free as part of
MRG's IPTV Tracking Service. For more information or to order the
report, contact Rob Smith at 1-408-453- 5553 or rsmith@mrgco.com. |
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