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市場調查報告書

先進性的電視廣告策略的演進

The Evolution of Advanced TV Advertising Strategies

出版商 Parks Associates 商品編碼 292857
出版日期 內容資訊 英文 59 Pages
商品交期: 最快1-2個工作天內
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先進性的電視廣告策略的演進 The Evolution of Advanced TV Advertising Strategies
出版日期: 2014年06月16日 內容資訊: 英文 59 Pages
簡介

本報告提供基於以往歷史的先進電視廣告策略的演進道路,以及可連接網際網路的設備的普及,及多螢幕視訊服務的消費者需求擴大伴隨的變化分析,多螢幕環境的內容擁有者,服務供應商,品牌廣告主與消費者間關係重組的市場新趨勢評估,主要的相關企業所引進的策略案例等。

圖表清單

資料的要點

主要的結論

時間序:先進性的電視廣告的演進

第1章 摘要

  • 本報告書的目的
  • 先進電視廣告產業定義
  • 調查的方法

第2章 先進電視廣告產業的生態系統

  • 電視廣播及有線電視的觀眾
  • 電視內容的所有者
    • 電視廣播網、有線電視網、地方的直接經營局
    • 獨立型當地局
  • 電視的流通管道
    • 收費電視服務的供應商
    • OTT電視的流通平台
  • 電視廣告的技術與解決方案的供應商
  • 電視廣告主/廣告公司
  • 電視觀眾檢測服務

第3章 先進電視廣告的趨勢和技術創新

  • 多螢幕的普及
  • 功能強化的智慧電視廣告的登場
  • 滲透到電視廣告市場的計畫性廣告購買和銷售

第4章 2013∼2018年的先進性的電視廣告的銷售額預測

  • 預測方法與前提條件
  • 美國的先進電視廣告的銷售額

第5章 市場相關資料的預測與建議

附錄

詞彙表

企業索引

目錄

This report provides a contextual review of the evolution of advanced TV advertising strategies and examines their transformation as a result of rising Internet-connected device penetration and consumer demand for multiscreen video viewing. The report assesses the up-and-coming market trends reshaping how content owners, service providers, and brand advertisers engage consumers in multiscreen video environments. It also provides examples of strategies implemented across the major types of stakeholders.

Table of Contents

List of Figures

Data Points

The Bottom Line

Timeline: The Evolution of Advanced TV Advertising

1.0 Report Summary

  • 1.1 Purpose of Report
  • 1.2 Defining the Advanced TV Advertising Industry
  • 1.3 Research Approach

2.0 Advanced TV Advertising Ecosystem

  • 2.1 Broadcast & Cable TV Viewers
  • 2.2 TV Content Owners
    • 2.2.1 Broadcast TV Networks, Cable TV Networks, and O&O Local TV Stations
    • 2.2.2 Independent Local TV Stations
  • 2.3 TV Distribution Channels
    • 2.3.1 Pay-TV Service Providers
    • 2.3.2 OTT TV Distribution Platforms
  • 2.4 TV Advertising Technology & Solutions Providers
  • 2.5 TV Advertisers/Ad Agencies
  • 2.6 TV Audience Measurement Services

3.0 Trends & Innovations in Advanced TV Advertising

  • 3.1 Multiscreen TV Engagement is Growing
  • 3.2 Enhanced Smart TV Advertising Emerges
  • 3.3 Programmatic Ad Buying and Selling Enters the TV Ad Marketplace

4.0 U.S. Advanced TV Advertising Revenue Forecasts 2013-2018

  • 4.1 Forecast Methodology and Assumptions
  • 4.2 Advanced TV Advertising Revenues in the U.S. from 2013-2018

5.0 Market Implications and Recommendations

Appendix

Glossary of Terms

Company Index

Figures

  • Figure 1: TV Advertising Today
  • Figure 2: Sources of Data
  • Figure 3: Advanced TV Advertising Ecosystem
  • Figure 4: TV Viewing Trends by Distribution Channel
  • Figure 5: U.S. Standard TV & Pay-TV Households 2014-2018
  • Figure 6: U.S. Households & Broadband Households 2014-2018
  • Figure 7: U.S. TV Households, Smart TV HHs and ACR-enabled Smart TV HHs 2014-2018
  • Figure 8: U.S. Smartphone & Tablet Users 2014-2018
  • Figure 9: U.S. Broadcast and Cable TV Network, and O&O Local TV Station Advertising Revenues 2008-2013
  • Figure 10: Leading U.S. Media Companies: TV Holdings
  • Figure 11: Top 25 U.S. Local TV Markets
  • Figure 12: U.S. Independent Local TV Station Groups Advertising Revenues 2011-2013
  • Figure 13: Leading U.S. Independent Local TV Station Groups
  • Figure 14: U.S. Pay-TV Service Advertising Revenues 2009-2013
  • Figure 15: Pay-TV Service Provider Advanced Advertising Strategies
  • Figure 16: TV Advertising Technology & Solutions Providers
  • Figure 17: Top U.S. Advertising Agency Companies
  • Figure 18: TV Audience Measurement Services
  • Figure 19: Smartphone or Tablet Activities While Watching TV
  • Figure 20: TV Channel/Network App Usage Trends: Age, Gender, & HH Composition
  • Figure 21: Leading Smart TV ACR Advertising Solutions Providers
  • Figure 22: Enhanced Advertising on Smart TVs: Attributes, Use Cases, & Benefits
  • Figure 23: Advanced TV Advertising Revenue Forecast Methodology
  • Figure 24: U.S. TV Advertising Revenues: Local TV, Broadcast & Cable TV Networks, & Pay-TV Service Providers 2013-2018
  • Figure 25: U.S. Advanced TV Advertising Revenues by Format 2013-2018
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