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Research and Markets: Why Global TV Advertising Continues to Dominate, and How Interactive Advertising Fits into the Mix
Dublin, Jan 19, 2009 (M2 PRESSWIRE via COMTEX) --
Research and Markets (http://www.researchandmarkets.com/research/2bf845/advanced_video_adv) has announced the addition of the "Advanced Video Advertising Report - Quarterly Technology & Content Report" report to their offering.
This report covers global developments in "Advanced Video Advertising" (AVA), which refers to forms of advertising beyond traditional insert advertising, with the end device being the TV set. This report compares traditional and interactive TV advertising techniques; and provides an ROI calculation for each of the six AVA methods being trailed in the global advertising markets in both Cable and Telco TV operations. It also examines Internet video advertising to help determine models that can work in Advanced Video Advertising applications for both Cable and IPTV Operators.
The new report shows how global developments in "Advanced Video Advertising" (AVA) for set-top boxes will continue to keep TV advertising dominant in global ad markets. By tracking both traditional and interactive TV advertising techniques, it provides an ROI calculation for each of the six most used interactive methods in the global advertising markets for Cable, Telco TV, Terrestrial, and Satellite operations. It also explores why global TV advertising is up in 2008 and 2009, even though newspaper, magazine and radio ad revenue is continuing to fall in Europe, Asia, North America and the Rest of World.
"Finding the right message and time slot for personalized TV advertising is only the first step," says MRG Analyst, Mike Galli. "Using the right interactive methods and platform(s) for specific message enhancement is another necessary step even in regional or local campaigns, and the tools are now available to manage these campaigns."
By focusing on the six dominant types of interactive video ads (1), the analysis provides IPTV and Cable Operators and national and regional advertisers a context for creating a roadmap for implementing advanced advertising. It explains, for example, how much Polling and Voting would cost and what kind of results to expect; it also profiles over 15 AVA vendors and 8 advertiser/Operators, describing what AVA types are supported or used by each.
"Using these six Interactive video advertising techniques works well on the TV platform, but also readily translates to the PC or Mobile TV screen," says Galli. "Knowing the usage and technology behind new interactive TV is basic. TV advertising is still dominant worldwide and growing, so innovation here spells opportunity to migrate campaigns to other platforms. We're still in the stage of figuring out the most effective TV interactive advertising before migrating them to other platforms; and managing the (multi-platform) campaigns from one video headend. We're seeing the first examples of that today."
The report also reviews strategies and best practices to get started in advanced (video) advertising; and to progress to more advanced forms of interactive advertising including request for information (RFI) and e-commerce. "Operators should not be restricted to using just one form of ad, but should instead offer multi-faceted campaigns in multi-platforms," says Galli.
Some of the Companies mentioned:
- Active Video Networks
- Alcatel-Lucent
- Axel Springer
- Bright House Networks
- Charter Communications
- Cisco
- Comcast
- Ericsson
- Facebook
- Google
- HP
- NewTeeVee
- Nielsen
- Rhozet
- Royal Philips Electronics
- Sagem
- TANDBERG Television
- Time Warner Cable
- Virgin Media
- Westell
For more information visit http://www.researchandmarkets.com/research/2bf845/advanced_video_adv
Source: Multimedia Research Group
CONTACT: Laura Wood, Senior Manager, Research and Markets
Fax: +1 646 607 1907 (US)
Fax: +353 1 481 1716 (Rest of World)
e-mail: press@researchandmarkets.com
M2 Communications Ltd disclaims all liability for information provided within M2 PressWIRE. Data supplied by named party/parties. Further information on M2 PressWIRE can be obtained at http://www.presswire.net on the world wide web. Inquiries to info@m2.com.
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