Advanced TV ad revenues to top $4 billion in 2014, as digital TV providers capitalize on demand for VOD and DVRs
The pay-TV industry will start to see success in advanced TV advertising beginning mid-2010, with U.S. revenues topping $130 million by year-end, according to the new Parks Associates report Addressable, Interactive TV Advertising in the U.S.
The pay -TV industry will start to see success in advanced TV advertising beginning mid -2010, with U.S. revenues topping $130 million by year -end, according to the new Parks Associates report Addressable, Interactive TV Advertising in the U.S.
Consumer demand for time -shifted TV viewing on VOD and DVR service platforms, combined with the broad deployment of Canoe Ventures' national addressable TV advertising platform, will drive the growth in advanced TV advertising. By 2014, U.S. addressable, interactive TV advertising revenue will exceed $4 billion, accounting for nearly 12% of total cable, DBS, and telco TV ad revenue.
Advanced TV advertising includes traditional linear 30 -second ads and non -linear ads that include VOD and DVR advertising and interactive formats, such as overlay, tags, IPG banners, microsites, RFI, showcases, and telescoping.
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"Major U.S. cable television operators, direct broadcast satellite (DBS) TV providers, and telcos have identified advanced advertising as a key revenue opportunity moving forward," said Heather Way, research analyst with Parks Associates. "In the short term, digital TV operators continue to ramp up their investment in advanced advertising solutions as a preemptive move to sustain ad revenues. In the long term, the investment serves to grow the advertising business segment."
Addressable, Interactive TV Advertising in the U.S. highlights the key advanced TV advertising industry players and examines the business and technology drivers shaping the advanced television services segment. In addition, the report studies the existing business models and discusses how the models will change to accommodate addressable and interactive TV advertising solutions. The report concludes with advertising revenue forecasts, implications, and recommendations for industry investors.
About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start -ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes new media, digital entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, consumer electronics, and home control systems and security.
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