Advertising Trends and Converged Media 2Q 2013
Advertising Trends & Converged Media assesses growth patterns for connected device and multiplatform media use and the monetization strategies for the U.S. advanced TV, online video, and mobile app media markets. The report includes market conditions, implications, strategic outcomes, and an update to Parks Associates’ advanced TV, online video, and mobile in-app advertising revenue forecasts from 2013 to 2017.
“The advertising marketplace continues to transform due to Internet-enabled consumer electronic (CE) device growth and shifts in how consumers find, use, and share content. Connected CE adoption and nontraditional consumption habits create new revenue opportunities but pose business and logistic challenges as well,” said Heather Way, Senior Research Analyst, Parks Associates. “Advertising stakeholders— specifically content owners, service providers, and brand advertisers— must evaluate market developments, industry trends, and monetization strategies to remain competitive.”
“The advertising marketplace continues to transform due to Internet-enabled consumer electronic (CE) device growth and shifts in how consumers find, use, and share content. Connected CE adoption and nontraditional consumption habits create new revenue opportunities but pose business and logistic challenges as well,” said Heather Way, Senior Research Analyst, Parks Associates. “Advertising stakeholders— specifically content owners, service providers, and brand advertisers— must evaluate market developments, industry trends, and monetization strategies to remain competitive.”
1 REPORT SUMMARY
1.1 Purpose and Scope of Report
1.2 Research Approach
1.2.1 Source of Information
1.3 GLOSSARY of Terms
2 ADVANCED TV ADVERTISING MARKET OVERVIEW
2.1 TV Household Growth and TV Viewing Preference
2.2 The Personalization of Television Advertising
2.2.1 Evolving Pay-TV Advertising Investments
2.2.2 Redefining TV Addressability
2.2.3 Enhancing Traditional TV Viewing with Content Recognition Technology
2.3 U.S. Advanced TV Advertising Revenue Forecasts 2013–2017
2.3.1 Forecast Methodology and Assumptions
2.3.2 Advanced TV Advertising Revenue Projections in the U.S. from 2013–2017
3 THE STATE OF ONLINE VIDEO ADVERTISING
3.1 Online Video Users and Viewing Patterns
3.2 Trends in Online Video Advertising
3.2.1 TV Everywhere Distribution and Revenue Strategies
3.2.2 Consumer-centric Online Video Ad Formats
3.2.3 Real-time Bidding (RTB) Strategies for Online Video
3.3 U.S. Online Video Advertising Forecasts 2013–2017
3.3.1 Forecast Methodology and Assumptions
3.3.2 Online Video Advertising Revenues in the U.S. from 2013–2017
4 MOBILE APP ADVERTISING MARKET UPDATE
4.1 Smartphone & Tablet User Growth and App Consumption Patterns
4.2 Monetizing Smartphone and Tablet Content and Services
4.2.1 Sizing-up App Marketing and Discovery Services
4.2.2 Uncovering Viable Second Screen Revenue Opportunities
4.3 U.S. In-app Advertising Revenues 2013–2017
4.3.1 Forecast Methodology and Assumptions
4.3.2 In-app Ad Revenue Projections in the U.S. from 2013–2017
5 MARKET IMPLICATIONS & RECOMMENDATIONS
5.1 Market Outlook
5.1.1 The Impact of Media Convergence on Advertising
5.2 Recommendations
5.2.1 Successfully Monetizing Cross-platform Content and Services
Resource Book
Company INDEX
1.1 Purpose and Scope of Report
1.2 Research Approach
1.2.1 Source of Information
1.3 GLOSSARY of Terms
2 ADVANCED TV ADVERTISING MARKET OVERVIEW
2.1 TV Household Growth and TV Viewing Preference
2.2 The Personalization of Television Advertising
2.2.1 Evolving Pay-TV Advertising Investments
2.2.2 Redefining TV Addressability
2.2.3 Enhancing Traditional TV Viewing with Content Recognition Technology
2.3 U.S. Advanced TV Advertising Revenue Forecasts 2013–2017
2.3.1 Forecast Methodology and Assumptions
2.3.2 Advanced TV Advertising Revenue Projections in the U.S. from 2013–2017
3 THE STATE OF ONLINE VIDEO ADVERTISING
3.1 Online Video Users and Viewing Patterns
3.2 Trends in Online Video Advertising
3.2.1 TV Everywhere Distribution and Revenue Strategies
3.2.2 Consumer-centric Online Video Ad Formats
3.2.3 Real-time Bidding (RTB) Strategies for Online Video
3.3 U.S. Online Video Advertising Forecasts 2013–2017
3.3.1 Forecast Methodology and Assumptions
3.3.2 Online Video Advertising Revenues in the U.S. from 2013–2017
4 MOBILE APP ADVERTISING MARKET UPDATE
4.1 Smartphone & Tablet User Growth and App Consumption Patterns
4.2 Monetizing Smartphone and Tablet Content and Services
4.2.1 Sizing-up App Marketing and Discovery Services
4.2.2 Uncovering Viable Second Screen Revenue Opportunities
4.3 U.S. In-app Advertising Revenues 2013–2017
4.3.1 Forecast Methodology and Assumptions
4.3.2 In-app Ad Revenue Projections in the U.S. from 2013–2017
5 MARKET IMPLICATIONS & RECOMMENDATIONS
5.1 Market Outlook
5.1.1 The Impact of Media Convergence on Advertising
5.2 Recommendations
5.2.1 Successfully Monetizing Cross-platform Content and Services
Resource Book
Company INDEX
LIST OF FIGURES
Source of Data
GLOSSARY of Terms
U.S. Pay-TV Households 2013–2017
TV Program Sources
Pay-TV Service Provider Advanced Advertising Strategies
Advanced TV Advertising Technology Solutions
U.S. Smart TV Households 2013-2017
Advanced TV Advertising Revenue Forecast Methodology
U.S. Advanced TV Advertising Revenues 2013-2017
U.S. Cable/Satellite/Telco/Network TV Advertising Revenues: Traditional Linear & Advanced TV 2013–2017
U.S. Online Video Viewers 2013-2017
Change in Video Consumption by Device
Weekly Time Spent Watching TV/Video by Device
Hulu Ad Selector
Online Video Advertising Revenue Forecast Methodology
U.S. Online Video Revenues – 2013-2017
U.S. Smartphone & Tablet Users 2013–2017
Smartphone & Tablet App Usage by Demographics
Mobile App Marketing Services
Second Screen Activities While Watching TV
FOX NOW
In-App Advertising Revenue Forecast Methodology
In-app Ad Revenues U.S. 2013–2017
Source of Data
GLOSSARY of Terms
U.S. Pay-TV Households 2013–2017
TV Program Sources
Pay-TV Service Provider Advanced Advertising Strategies
Advanced TV Advertising Technology Solutions
U.S. Smart TV Households 2013-2017
Advanced TV Advertising Revenue Forecast Methodology
U.S. Advanced TV Advertising Revenues 2013-2017
U.S. Cable/Satellite/Telco/Network TV Advertising Revenues: Traditional Linear & Advanced TV 2013–2017
U.S. Online Video Viewers 2013-2017
Change in Video Consumption by Device
Weekly Time Spent Watching TV/Video by Device
Hulu Ad Selector
Online Video Advertising Revenue Forecast Methodology
U.S. Online Video Revenues – 2013-2017
U.S. Smartphone & Tablet Users 2013–2017
Smartphone & Tablet App Usage by Demographics
Mobile App Marketing Services
Second Screen Activities While Watching TV
FOX NOW
In-App Advertising Revenue Forecast Methodology
In-app Ad Revenues U.S. 2013–2017
