Advertising Strategies on Connected TVs 3Q 2011

December 2010 | 66 pages | ID: A1F14DD9FABEN
Parks Associates

Abstracts

This report provides an early assessment of the U.S. connected TV advertising market. The report evaluates the main connected TV advertising business segments, assesses connected TV device usage, reviews connected TV advertising strategies, and examines the revenue potential for the emerging ad medium. The study concludes with a presentation of the strategic opportunities and market challenges for industry investors.

“The television advertising industry is currently in a state of transition due to the emergence of connected TV platforms, which offer a new content source as well as an advertising delivery method,” said Heather Way, Research Analyst, Parks Associates. “While digital media platforms, services, and content proliferate in the marketplace, a host of advertising industry participants and their clients are developing innovative ways to monetize the connected, multiscreen consumer experience.”

Contents

Research Summary
  Purpose of Report & Research Scope
  Research Approach
Connected TV Advertising Market Highlights: Sizing the Market & Profiling User
  Categorizing Connected Devices
  Connected Device Ownership and Usage Trends
  Connected TV Device Manufacturers
  The Role of the Pay-TV Service Provider
Engaging Audiences through Connected TV Platforms: Profiles of Key Players in Connected TV Advertising & Branded Experiences
The Revenue Opportunity
  Connected TV Advertising Business and Pricing Models
  Impact of Connected TV Advertising on Advanced TV and Online Video Advertising Markets
Driving Changes in Advertising
Resource Book
  GLOSSARY of Terms
  Company Profiles

List Of Figures

LIST OF FIGURES

Key Players in Connected TV Development
Categorizing Connected Devices
Smart TV Households by Country
Smart TV Ownership: 2011-2015
Connected TV Devices and Active Connections
Connected TV Content Types
Content Use by Demographic Segments
Connected Game Console Content Use
Connected Blu-Ray Player Content Use
Digital Media Receiver Content Use
Ad Solutions and the Leading Smart TV Manufacturers
Ad Solutions and the Leading Digital Media Receivers
Pay-TV Providers and Content Access Solutions
A New TV Advertising Medium: The Connected TV Platform
Major Connected TV Application Platforms & Developers
Leading Connected TV Content Management/Delivery Platforms Focused on Advertising
U.S. Advanced TV and Online Video Advertising Revenue: 2011-2015
Advanced Advertising GLOSSARY of Terms
Company Profiles: Smart TV Manufacturers
Company Profiles: Digital Media Receivers
Company Profiles: Connected TV Applications Developers & Platforms