Advertising Strategies on Connected TVs

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.”

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The Bottom Line

Data Points

Key Players in Connected TV Development

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

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

Publish Date: 3Q 2011

Pages: 66

Authored By:
Heather Way - Research Analyst

© August 2011 Parks Associates
Dallas, Texas 75230

All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors. 
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