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市場調查報告書

從程序化TV到可定址TV:電視用目標型廣告的新可能性

Programmatic TV to Addressable TV: The New Potential of Targeted Advertising for Television

出版商 IDATE DigiWorld 商品編碼 542478
出版日期 內容資訊 英文 43 Pages
商品交期: 最快1-2個工作天內
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從程序化TV到可定址TV:電視用目標型廣告的新可能性 Programmatic TV to Addressable TV: The New Potential of Targeted Advertising for Television
出版日期: 2017年08月08日 內容資訊: 英文 43 Pages
簡介

本報告提供程序化TV、可定址TV的特徵,優點與缺點,價值鏈,及主要企業等相關調查,廣播公司,衛星業者,電纜業者,及通訊業者的策略分析,對TV相關利益者來說的機會及威脅分析,及市場成長的影響要素與市場預測等。

第1章 摘要整理

第2章 調查手法

第3章 TV廣告:從大眾市場到目標型廣告

  • 受變化的視聽消費模式的威脅的TV廣告市場
  • 程序化TV,可定址TV:定義和概念
  • 組織和企業
  • 影響程序化TV開發的因素

第4章 TV廣播公司的定位

  • 實驗階段的廣播公司
  • TV配銷商,可定址、程序化TV的主要企業

第5章 市場、預測

  • 推動成長要素、阻礙因素分析
  • 市場預測

圖表清單

目錄
Product Code: M17270MRA

In a context where linear TV consumption is declining, and where the Internet presents fierce competition in terms of viewing time and its ability to attract ad spend from advertisers, the TV sector is looking to reinvent itself so it can remain attractive and still benefit from bountiful advertising budgets.

With individualisation of audiovisual consumption, the popularity of pay-TV in most Western countries and TV sets now connected to the Internet, it is now technically possible to offer advertisers similar conditions to those they enjoy on the Internet.

This study seeks to clarify the different flavours of programmatic TV, the advantages and disadvantages, how the new value chain is organised and who the major players are.

It also analyses the strategies being taken by broadcasters, satellite operators, cable operators and telcos. The opportunities and threats with programmatic for all TV stakeholders are also examined.

Finally, it looks at the key factors that will influence future growth of this market and provides forecasts for the market in 2021.

Table of Contents

1. Executive Summary

2. Methodology

3. TV advertising: from mass-market to targeted ads

  • 3.1. TV advertising market under threat from changing audiovisual consumption patterns
  • 3.2. Programmatic TV, addressable TV: definitions and concepts
    • 3.2.1. The principles of programmatic buying
    • 3.2.2. From online programmatic buying to programmatic TV
    • 3.2.3. The different forms of programmatic TV
    • 3.2.4. Advantages and disadvantages of ad targeting
  • 3.3. Organisation and players
  • 3.4. Factors affecting the development of programmatic TV
    • 3.4.1. Evolving TV consumption patterns
    • 3.4.2. Technological developments
    • 3.4.3. The regulatory framework

4. TV broadcaster positioning

  • 4.1. Broadcasters in test phase
    • 4.1.1. Many programmatic initiatives, particularly with catch-up and OTT
    • 4.1.2. Opportunities and threats with programmatic for broadcasters
    • 4.1.3. Outlook
  • 4.2. TV distributors, the major players of addressable and programmatic TV
    • 4.2.1. Strategies of acquiring technology solutions providers
    • 4.2.2. Opportunities and threats with programmatic for distributors
    • 4.2.3. Outlook

5. Markets and forecasts

  • 5.1. Analysis of factors boosting/hindering growth
  • 5.2. Market forecasts
    • 5.2.1. Forecast assumptions
    • 5.2.2. Forecasts for 2021

List of tables and figures

  • Figure 1: Breakdown of ad revenues in the United States and Western Europe by medium
  • Figure 2: Proportion of programmatic transactions in digital video ad spending in the United States
  • Figure 3: How addressable TV works
  • Figure 4: Advantages of programmatic TV according to marketing experts in the United States
  • Figure 5: Schematic overview of the organisation and role of programmatic TV players
  • Figure 6: Programmatic TV players in the United States
  • Figure 7: Programmatic TV players in the United Kingdom
  • Figure 8: Programmatic TV players in France
  • Figure 9: Major programmatic TV players according to marketing experts in the United States
  • Figure 10: Turner Incite partners
  • Figure 11: Proposed organisational chart for ad space sales with ALLADIN
  • Figure 12: Homepage of M6 group's catch-up TV platform
  • Figure 13: ProSiebenSat.1 group: present along the entire AdTech value chain
  • Figure 14: Presentation of ProSiebenSat.1's AdTech solution strategy
  • Figure 15: Development of addressable TV ad formats using ProSiebenSat.1's Switchin solution
  • Figure 16: Development of targeted ads by ProSiebenSat.1
  • Figure 17: SWOT analysis of programmatic/addressable TV for TV broadcasters
  • Figure 18: Illustration of the various steps handled by the AudienceXpress solution for programmatic TV
  • Figure 19: Example of Spectrum Reach communication
  • Figure 20: Campaign performance summary available on the Videa platform
  • Figure 21: Key results obtained through Sky AdSmart, May 2017
  • Figure 22: Examples of the effectiveness of targeted ad campaigns using Sky UK's solutions
  • Figure 23: SWOT analysis of programmatic/addressable TV for TV distributors
  • Figure 24: Audience buying cross-device standard workflow from GABBCON
  • Figure 25: Number of households exposed to addressable TV in the United States, by provider and broadcast type, May 2016
  • Figure 26: World programmatic TV market, 2013-2021
  • Figure 27: Proportion of programmatic TV in the total advertising market in major zones in 2021
  • Figure 28: Breakdown of the programmatic TV market by zone
  • Figure 29: Market share comparison for different zones in the programmatic TV and TV advertising markets in 2021

Geographic area & Players

World

  • North America
    • United States
  • Europe
    • France
    • Germany
    • United Kingdom

Actors

  • ABC TV Group
  • Accenture
  • Adap.tv
  • ADEX
  • Apple
  • AT&T
  • AudienceXpress
  • Bouygues Telecom
  • BT Sport
  • Cablevision
  • Canal+
  • CBS
  • Channel 4
  • Chromecast
  • Clypd
  • Comcast
  • Comscore
  • Cox
  • DataXu
  • DirecTV
  • Dish
  • DoubleClick
  • Facebook
  • Fox
  • Fox Sports
  • Foxtel
  • France Télévisions
  • FreeWheel
  • GABBCON
  • Google
  • GroupM
  • Horizon Media
  • Hulu
  • Invidi
  • ITV
  • M6
  • MCN
  • Mediaocean
  • Mediaset
  • NBCUniversal
  • NextRadio TV
  • Omnicom Media Group
  • ONE by AOL
  • Orange
  • ProSiebenSat.1
  • RAI
  • Roku
  • RTL Group
  • SFR
  • Sky
  • SmartStream
  • SpotXChange
  • Starcom MediaVest Group
  • StickyAds
  • Ten Network
  • TF1
  • thePlatform
  • Time Warner
  • TiVo Research
  • TubeMogul
  • Turner Broadcasting
  • Verizon
  • Viacom
  • VideoAmp
  • Videology
  • Virgin Media
  • Virtual Minds
  • Visible World
  • YuMe

Slideshow

Adapting programmatic advertising to the world of TV

  • The different forms of programmatic TV
  • Advantages and disadvantages of targeted ads on TV
  • Programmatic TV organisation and players

TV broadcaster positioning

  • Broadcasters in test phase
  • TV distributors, the major players of addressable and programmatic TV
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