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市場調查報告書
電視廣告市場
Television Advertising: An Irreversible Decline?
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電視廣告市場 是由出版商Generator Research在2009年02月所出版的。
這份英文市場調查報告書包含30 PAGES 價格從美金3558起跳。
網路普及發展雖對電視播放產業造成很大的影響，但同時間內提供觀眾同樣內容的傳統電視播放模式就算未來網路電視發展到成熟階段，仍舊能充份維持，網路將與傳統的電視播放模式互補。
本報告書內容包括：電視產業中網路的影響、電視播放業者對網路的觀點、網路時代中電視廣告的意義分析、未來電視播放與網路之間的關係展望、美國及英國市場詳細預測等。內容綱要摘記如下：
實施概要
介紹
- 總體經濟環境
- 電視及網路
- 新的流通平台
- 源自於網路的新的電視內容
- 新的電視視聽體驗
- 商業電視播放的展望
- 電視播放業者的策略因應
- 個案研究：音樂產業
電視廣告的定義
- 電視廣告的類型
- 第1類：傳統的插播廣告
- 第2類：網路電視（PC、Macintosh、攜帶型設備）
- 第3類：網路電視（透過網路連線收看的電視）
- 第4類：鎖定特定市場的插播廣告（TSA）
- 電視播放事業的可持續性
- 播放業者活用網路
未來預測
- 模式及計算資料的根據
- 主要前提條件
- 電腦及各種設備的總視聽時間分配方法
- 網路電視等同時提供的各種電視服務
- 網路電視無法相比的電視播放服務的優點
- 網路電視市場發展所需的時間
調查結果
Abstract
Forecasts and Analysis for the UK and US
- PC, TV & Portable Devices
- Emergence of Targeted Spot Ads
- Why Traditional Broadcast TV will Endure
- Four Sources of Internet Ad Revenue
- Action Plan for Broadcasters
- Clear Definition of Underlying Assumptions
The report begins by explaining how the internet is transforming the
television industry by looking at how distribution is changing, the emergence
of new sources of content and how the television proposition itself is
changing.
Next the report explains how commercial television broadcasters view the
internet, both tactically level and as a strategic threat. The report clearly
describes how commercial broadcasters could leverage the internet to their
advantage by detailing three key benefits.
The report then provides a very clear definition of what television
advertising means in the internet age. The report shows how a single revenue
stream from spot ads will give way to a more complex picture where
broadcasters will need to manage four parallel sources of advertising revenue.
A clear analysis and explanation is provided as to why the broadcaster' s
traditional model, which relies on delivering the same content at the same
time to very large audiences, will continue to be successful in the future
even when internet television has reached a mature phase. The report explains
how the internet could be used to enhance the broadcaster' s traditional model.
The latter sections of the report provide a detailed explanation of the key
assumptions used in the forecast. The report concludes by summarising the key
findings and displaying the results of an in-depth forecasting exercise
graphically for both the U.S. and the U.K.
Key Benefits
- Understand how a single source of television advertising revenue will
fragment into four separate sources of revenue as the internet transforms the
television industry;
- Appreciate how the internet television model of today, which is a largely
focused on the PC, will give way to a TV-centric experience and what
implications that will have on the sources of advertising revenue;
- See how television broadcasters, accused by some in the internet industry
of having their heads in the sand, could use internet technology and
techniques to dramatically increase the effectiveness of spot advertising;
- Read what the television industry needs to do to avoid making the same
mistake as the music industry, which failed to properly understand the
transformative effects of the internet until it was too late.
Who Should Read this Report?
- Product management and product marketing
- Product strategy and marketing strategy
- Executive leadership
- Market insight and competitor intelligence
- Business development and corporate development
Table of Contents
SYNOPSIS
- SUBJECT AREA
- REPORT CONTENT
- KEY BENEFITS
- WHO SHOULD READ THIS REPORT?
EXECUTIVE SUMMARY
INTRODUCTION
- MACROECONOMIC CLIMATE
- TELEVISION AND THE INTERNET
- New distribution platforms
- New television content emerging from the internet
- A new television experience
- Perspective of commercial television broadcasters
- Strategic response of television broadcasters
- CASE STUDY: MUSIC INDUSTRY
DEFINING TELEVISION ADVERTISING
- FOUR DIFFERENT TYPES OF TELEVISION ADVERTISING
- Type #1: Traditional Spot Ads
- Type #2: Internet TV (PCs, Macs and Portable Devices)
- Type #3: Internet TV (Internet-connected TV sets)
- Type #4: Targeted Spot Ads (TSAs)
- Broadcast TV will endure
- Broadcasters can leverage internet techniques
FORECAST
- BASIS FOR MODEL AND INCLUSIONS
- KEY ASSUMPTIONS
- How will the total viewing time be shared between computers & devices?
- Parallel delivery of a range of television services, including internet
TV
- Broadcast TV offers benefits that cannot be matched by internet TV
- How long will it take the internet television market to develop?
RESULTS
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