Abstract
This report profiles new digital media platforms including online video, IPTV, VOD/DVR, Podcast, and mobile phone and evaluates their viability as ad platforms for advertisers, content owners/publishers, and consumers. It also analyzes new ad-serving technologies and highlights innovative approaches of tracking and measuring audience engagement levels for new ad revenue models.
“New media create both opportunities and challenges for advertisers,” said Harry Wang, senior analyst with Parks Associates. “Growing these new entertainment platforms requires not only delivering compelling content but also sending the right message to the right person at the right moment and reporting back to advertisers with convincing and reliable engagement metrics.”
The Bottom Line is a concise, executive-level summary of the current state of the market, evolutionary path, and the implications for companies doing business in this space.
A Parks Associates' Resource Book contains a wealth of consumer survey data and company profiles-a must-have reference for product/market planning.
Table of Contents
The Bottom Line
1.0 Notes on Methodology
- 1.1 Data Sources
- 1.2 Definitions
2.0 A Glance at the New Media
- 2.1 A Disruptive Ad Age
- 2.2 Consumer Media Consumption Habits and Trends
3.0 Online Video and Social Networking Advertising Opportunities
- 3.1 Growth of Online Video Market
- 3.2 User-Generated Content and Advertising
- 3.3 Ad Format, Inventory and Pricing Trends
- 3.4 Ad Serving Technology and Business Models
- 3.5 Behavior-Based Targeting and Audience Engagement Measurement
- 3.6 Forecast of Ad Spending on Online Streaming Video
4.0 Advertising for Downloadable Media: Podcast and Others
- 4.1 Advertising on Downloadable Media
- 4.2 Market Forecast of Ad Spending on Downloadable Media
5.0 New Advertising Opportunities for TV Service Providers
- 5.1 Growth of New TV Services: IPTV, DVR, & VoD
- 5.2 Non-Linear TV Advertising Opportunity
- 5.3 Ad Serving Technologies for New TV Platforms
- 5.4 Challenges of Delivering Non-Linear Ads on TV
- 5.5 Forecast of Ad Spending on Non-Linear TV Services
6.0 The Next Frontier: Mobile Advertising
- 6.1 Growth of Multimedia Mobile Content and Internet Access
- 6.2 Choice of Ad Formats and Business Models
- 6.3 Drivers and Barriers of Mobile Advertising
- 6.4 Market Forecast of Ad Spending on the Mobile Platform
7.0 Conclusions and Recommendations
- 7.1 For Advertisers and Their Agencies
- 7.2 For Content Owners and Publishers
- 7.3 For Technology Vendors
Resource Book
Section I: Consumer Usage of Electronic Devices and Media Consumption Habits
Section II: Consumers' Attitudes toward Advertising
Section III: Company Profiles-Vendors for Online Video Ad Technologies
- blinkx
- Castfire
- ScanScout
Section IV: Company Profiles-Vendors for Ad Delivery on Provider Platforms
- BigBand Networks
- BlackArrow
- C-Cor
- ExtendMedia Inc.
- ICTV
- Packet Vision Limited
- SeaChange
- Tandberg TV
Section V: Company Profiles-Vendors for Ad Delivery on Downloadable Media
- Kiptronic, Inc.
- VoloMedia (Formerly Podbridge, Inc.)
Section VI: Company Profiles-Mobile Advertising Technology Providers
- 4Info
- AdMob
- CellFire
- Enpocket
- go2
- GreyStripe
- Third Screen Media
Section VII: Section VII: Company Profiles-Other Ad Technology Providers
- AdReady
- Google Inc.
- MSN Search
- Rentrak Corporation
- Yahoo! Inc.
Figures
The Bottom Line
- Household Entertainment Device Penetration among Online Population
- Advertising Industry Stakeholders' Responses to New Media Challenges
- Ad Industry Consolidation & Strategic Implications
- Hours Spent on Digital Activities
- U.S. Consumers' Video Consumption Frequency
- U.S. Consumers' Online Video Use by Genre
- Pay-TV Service Features
- Growth in Social Media Usage
- Frequency of Online Social Network Activities
- Internet Video Moves by TV Broadcasters and Broadband Service Providers
- Ad Exchange Models
- Watching Short Online Video Clips (Frequency by Age)
- Watching Full-length Online Video (Frequency by Age)
- User-Generated Content and Success Stories
- Social Media Users' Video Consumption Habits
- Advertising on Facebook
- Ad Formats for Online Video Content
- Examples of Online Video Advertising Rates
- Video Ad-Serving Technology from Large Ad Network
- Selected Online Video Advertising Technology Vendors and Business Models
- Behavioral Targeting Firms: Strengths and Business Relationships
- Percentage of Consumers Viewing Internet Video Streams at Least Monthly
- Total Video Clips Streamed per Month: U.S. Broadband Households
- Total Revenue Forecast: Ad-supported Online Video (Chart)
- Total Ad-Supported Internet Video Revenue Forecasts (Table)
- Portable Device Penetration and Downloadable Media Usage
- Technology Vendors for Downloadable Media Advertising
- Downloadable Media Ad Spending Forecast (Figure)
- Downloadable Media Ad Spending Forecast (Table)
- Premium VoD Usage Growth
- Service Providers' VoD Strategies
- Emerging Ad Formats on Digital On-Demand TV Platforms
- Summary of Service Providers' Strategies for Non-Linear TV Advertising
- Ad Technology Providers for Non-Linear TV Platforms
- Summary of the Challenges of Delivering Ads to Non-Linear TV Platforms
- SCTE' s DVS 629 Standards
- U.S. VoD Ad Revenue for IPTV Providers (2007-2012)
- U.S. VoD Ad Revenue Forecast for Cable Companies (2007-2012)
- U.S. DVR Ad Revenue Forecast (2007-2012)
- U.S. Ad Revenue Forecast for Non-Linear TV Services (2007-2012)
- Mobile Phone as a Communication Device
- Mobile Operators' Multimedia Services, Broadband Roadmap, and 3G Handsets
- Mobile Ad Formats and Their Usage
- Mobile Advertising Solution Companies
- Attitudes toward Mobile Advertisements
- Interest in Ad-Supported Mobile Services
- Total Annual Mobile Ad Revenue (2007-2012)
- U.S. Mobile Advertising Forecast 2007-2012 (Table)
- Mobile Ad Revenue Forecast by Type of Advertisement (Figure)
Resource Book
- Household Entertainment Device Penetration among Online Population
- Household Computer Usage
- Mobile Phone as an Entertainment Platform
- Mobile Phone as a Communication Device
- Pay Television Services
- Hours Spent on Digital Activities
- Computer Activities
- Other Computer Activities
- Video Service Features
- VOD Service Growth
- Frequency of Video Consumption Activities Q1/07
- Frequency of Video Consumption Activities Q3/07
- Downloading Full-length Programs (Frequency by Age)
- Downloading Short Videos (Frequency by Age)
- Watching Video on a Portable MP3 Player (Frequency by Age)
- Watching TV/Video on a Cell Phone (Frequency by Age)
- Watching Short Online Video Clips (Frequency by Age)
- Watching Full-length Online Video (Frequency by Age)
- Recording TV Programs on DVR (Frequency by Age)
- Interest in Ad-Supported Mobile Services
- Attitudes toward Mobile Advertisements
- Interest in Mobile Advertisements by Age
- Interest in Mobile Advertisements by Gender
