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市場調查報告書

觀眾的視線的追蹤:數位影片廣告的分析、測量

Tracking Eyeballs: Video Analytics and Measurement

出版商 Parks Associates 商品編碼 346443
出版日期 內容資訊 英文 44 Pages
商品交期: 最快1-2個工作天內
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觀眾的視線的追蹤:數位影片廣告的分析、測量 Tracking Eyeballs: Video Analytics and Measurement
出版日期: 2016年04月08日 內容資訊: 英文 44 Pages
簡介

隨選數位影片市場報酬率現在正逐漸降低,為了繼續免費、低價格傳送內容維持客戶,加深廣告收益依賴度的數位影片服務行業增加了。由於以往的觀眾數測量工具,不適和進行「個人化」的目前市場,內容業者和廣告服務行業者,需要開發新的分析、測量工具,確實證明給潛在客戶數位影片的「撥放時間」的價值。

本報告以數位影片廣告的領域現在活用的觀眾數測量工具為焦點,提供目前市場結構、趨勢,及主要業者簡介,今後的觀眾數、市場規模趨勢預測等調查評估。

第1章 分析概要

  • 分析的目的
  • 分析範圍
  • 分析方法/資訊來源

第2章 數位影片的視聽數量的測量

  • 多螢幕環境中影片的視聽方法
  • 資料收集方法

第3章 分析 (分析功能) 及數位廣告

  • 程序化TV
    • 市場趨勢
    • 成功因素
    • 課題
    • 意義
  • 動態廣告插入、對象設定
  • 廣告區域技術

第4章 市場預測

  • 預測手法
  • 預測

第5章 建議

  • 發行者及服務供應商
  • 廣告觀眾數的測量服務行業者
  • 廣告配送網路及啟用
  • 廣告業者

第6章 附錄

  • 詞彙表
  • 索引

圖表一覽

目錄

With margins for content shrinking in the on-demand digital video world, many digital video service providers must rely increasingly on advertising revenue to retain customers with low-price or free content services. The mass audience measurement tools from the past are proving ineffective in the age of personalization, requiring new focus by content and service providers to demonstrate the value of digital "air time" to potential advertisers.

This report evaluates current audience metrics tools being implemented in digital video, identifies key players in the audience measurement services industry, and assesses the future for digital video advertising and audience measurement.

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Table of Contents

1.0 Report Summary

  • 1.1 Purpose of Report
  • 1.2 Scope of Report
  • 1.3 Research Approach/Sources

2.0 Measuring Digital Video Viewership

  • 2.1 Watching Video in a Multiscreen Environment
  • 2.2 Data Collection Methods

3.0 Analytics and Digital Advertising

  • 3.1 Programmatic TV
    • 3.1.1 Trends in Programmatic TV
    • 3.1.2 Success Factors in Programmatic TV
    • 3.1.3 Challenges for Programmatic TV
    • 3.1.4 Implications
  • 3.2 Dynamic Ad Insertion and Addressability
    • 3.2.1 Trends in Dynamic Ad Insertion and Addressability
    • 3.2.2 Success Factors in Dynamic Ad Insertion and Addressability
    • 3.2.3 Challenges for Dynamic Ad Insertion and Addressability
    • 3.2.4 Implications
  • 3.3 Ad Blocking Technology
    • 3.3.1 Trends in Ad Blocking Technology
    • 3.3.2 Success Factors in Mitigating Ad Blocking Technology
    • 3.3.3 Challenges Regarding Ad Blocking Technology
    • 3.3.4 Implications

4.0 Forecast

  • 4.1 Forecast Methodology
  • 4.2 Forecast

5.0 Recommendations

  • 5.1 Publishers and Service Providers
  • 5.2 Audience Measurement Providers
  • 5.3 Ad Networks and Enablers
  • 5.4 Advertisers

6.0 Appendix

  • 6.1 Glossary
  • 6.2 Index

Figures

  • Video Consumption on TV Sets by Source
  • Video Consumption on TV Sets by Source
  • Analytics Case Study: Symphony Advanced Media
  • Video Consumption by Platform
  • OTT Video Service Growth in North America
  • Likelihood to Engage in Advertising Activity
  • Likelihood of Using Ad Blocking Programs by Age
  • Digital Advertising Revenues Forecast Methodology
  • Global Forecast - Total Digital Video Advertising Revenue
  • Global Forecast - Digital Video Advertising Revenue for Connected TV
  • Global Forecast - Digital Video Advertising Revenue for Tablets
  • Global Forecast - Digital Video Advertising Revenue for Smartphones
  • Global Forecast - Digital Video Advertising Revenue for Computers
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