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Trends in Multiscreen Advertising

出版商 Parks Associates 商品編碼 297231
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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多螢幕廣告的趨勢 Trends in Multiscreen Advertising
出版日期: 2014年12月30日 內容資訊: 英文


第1章 調查摘要

第2章 多螢幕廣告產業狀況

  • 多螢幕的利用案例、消費者態度
  • 對多螢幕廣告的產業展望
    • 多螢幕廣告的提供的課題
    • 品牌、市場行銷的展望
    • 發行者的展望
    • 廣告技術供應商的展望

第3章 多螢幕廣告的創新

  • 自動內容認識
  • 程序化購買及即時競價(RTB)
  • 廣告巨量資料

第4章 美國的多螢幕廣告收益預測

  • 預測手法、前提條件
  • 美國的TV及網際網路廣告支出
  • 美國的多螢幕廣告支出

第5章 市場預測、建議

第6章 附錄



This report assesses growth patterns for connected device and multiplatform media use as well as monetization strategies for the U.S. advanced TV, online video, and mobile app media markets. It includes market conditions, implications, strategic outcomes, and an update to Parks Associates' advanced TV, online video, and mobile in-app advertising revenue forecasts.


Table of Contents


1.0 Report Summary

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

2.0 State of the Multiscreen Advertising Industry

  • 2.1 Multiscreen Use Cases and Consumer Behaviors
    • Simultaneous Use
    • Sequential Use
  • 2.2 Industry Perspectives on Multiscreen Advertising
    • 2.2.1 Challenges to Deliver Multiscreen Advertising
    • 2.2.2 Brand & Marketer Perspectives
      • Creative Design
      • Ad Targeting
      • Ad Buying
    • 2.2.3 Publisher Perspectives
      • TV broadcasters and cable networks
      • Web/Mobile Publishers
      • Ad Selling
      • Ad Serving
      • Ad Campaign Management and Measurement
    • 2.2.4 Ad Technology Provider Perspectives

3.0 Innovations in Multiscreen Advertising

  • 3.1 Automatic Content Recognition
  • 3.2 Programmatic Buying & Real-Time Bidding (RTB)
  • 3.3 Advertising Big Data

4.0 U.S. Multiscreen Advertising Revenue Forecasts 2014-2019

  • 4.1 Forecast Methodology and Assumptions
  • 4.2 TV & Internet Advertising Spending in the U.S. from 2014-2019
  • 4.3 Multiscreen Ad Spending in the U.S. from 2014-2019

5.0 Market Implications and Recommendations

6.0 Appendix

  • 6.1 Glossary
  • 6.2 Company Index


  • Companies Researched and Interviewed for This Report
  • Adoption of Connected Devices with a Digital Screen: 2009-2014
  • Trends on Percentage of Consumers Watching Video on a Screen: 2010-2014
  • Video Genres on Different Screens: TV Shows vs. Movies vs. Other Types of Clips
  • Smartphone and Tablet Use While Watching TV: Percentage of Users by Age Group
  • Second Screen Activities by Age Group
  • Second Screen Activity by Access Options: Mobile Web Browser vs. App
  • Awareness of TV Everywhere Services by Pay TV Provider Brand: 2012-2013
  • E-Commerce Traffic and Sales on Cyber Monday 2014: Breakdown by Device Platform
  • Google Data: Online Shopping is a Multiscreen Activity
  • Multiscreen Advertising Use Cases
  • Fragmentation a Fundamental Challenge to Multiscreen Ad Delivery
  • Major Ad Campaign Functions and Challenges in a Multiscreen Environment
  • Example--Creative Ad Design with Interactivity
  • Trends and Challenges for Multiscreen Ad Creative Designs
  • Leading Ad Tech Companies with Ad Creative Solutions
  • Trends and Challenges for Multiscreen Ad Targeting
  • Leading Ad Targeting Technology Providers
  • Trends and Challenges for Multiscreen Ad Buying
  • Leading Independent Ad Buying Technology Providers
  • Challenges & Trends for Multiscreen Ad Selling
  • Leading Independent Ad Selling Solution Providers
  • Challenges and Trends for Multiscreen Ad Serving
  • Leading Independent Ad Serving Technology Providers
  • Challenges and Trends in Multiscreen Ad Management and Measurement
  • Leading Independent Ad Measurement Companies
  • Comparison Between ACR-enabled First-Screen App vs. Second Screen App
  • Leading ACR Technology Providers and First/Second-Screen Ad Solution Providers
  • Leading Independent RTB Exchange Operators
  • U.S. Multiscreen Ad Spending Forecast Models
  • U.S. TV Ad Revenue Forecasts by TV Service Providers: 2014-2019
  • U.S. Internet Ad Spending Forecasts: 2014-2019
  • U.S. Multiscreen Ad Spending Forecasts: 2014-2019
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