Abstract
Telcos providing IPTV services and associated video on-demand (VoD) offerings
are right to look to advertising as a new and potentially lucrative revenue
stream. While a few operators are involved in selling advertising slots within
linear programming in the same way that cable operators do, the targeting and
interactive capabilities that IP technology offers have not even begun to be
utilised. This report provides an overview of the key issues associated with
building the targeted IPTV advertising business model.
Table of Contents
Key findings
The promise of IPTV: a winning combination
- Estimating the potential opportunity
Challenges in building IPTV advertising revenues
- Achieving scale will be key
- Putting all the pieces in place
- The legal and regulatory framework
- Building sustainable relationships
- Competition to learn from
Approaches to IPTV advertising packages
How the business models might work
- Cost-per-thousand model
- Search and recommendation with the cost-per-click model
- Cost-per-acquisition model
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