New Advertising Platforms and Technologies

This report profiles new digital media platforms including online video, IPTV, VOD/DVR, Podcast, and mobile phone and evaluates their viability as ad platforms for advertisers, content owners/publishers, and consumers. It also analyzes new ad-serving technologies and highlights innovative approaches of tracking and measuring audience engagement levels for new ad revenue models.

“New media create both opportunities and challenges for advertisers,” said Harry Wang, senior analyst with Parks Associates. “Growing these new entertainment platforms requires not only delivering compelling content but also sending the right message to the right person at the right moment and reporting back to advertisers with convincing and reliable engagement metrics.”

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The Bottom Line

1.0   Notes on Methodology

1.1 Data Sources

1.2 Definitions

2.0   A Glance at the New Media

2.1 A Disruptive Ad Age

2.2 Consumer Media Consumption Habits and Trends

3.0   Online Video and Social Networking Advertising Opportunities

3.1 Growth of Online Video Market

3.2 User-Generated Content and Advertising

3.3 Ad Format, Inventory and Pricing Trends

3.4 Ad Serving Technology and Business Models

3.5 Behavior-Based Targeting and Audience Engagement Measurement

3.6 Forecast of Ad Spending on Online Streaming Video

4.0   Advertising for Downloadable Media: Podcast and Others

4.1 Advertising on Downloadable Media

4.2 Market Forecast of Ad Spending on Downloadable Media

5.0   New Advertising Opportunities for TV Service Providers

5.1 Growth of New TV Services: IPTV, DVR, & VoD

5.2 Non-Linear TV Advertising Opportunity

5.3 Ad Serving Technologies for New TV Platforms

5.4 Challenges of Delivering Non-Linear Ads on TV

5.5 Forecast of Ad Spending on Non-Linear TV Services

6.0   The Next Frontier: Mobile Advertising

6.1 Growth of Multimedia Mobile Content and Internet Access

6.2 Choice of Ad Formats and Business Models

6.3 Drivers and Barriers of Mobile Advertising

6.4 Market Forecast of Ad Spending on the Mobile Platform

7.0   Conclusions and Recommendations

7.1 For Advertisers and Their Agencies

7.2 For Content Owners and Publishers

7.3 For Technology Vendors

Resource Book

Section I:        Consumer Usage of Electronic Devices and Media Consumption Habits

Section II:       Consumers’ Attitudes toward Advertising

Section III:     Company Profiles—Vendors for Online Video Ad Technologies

blinkx

Castfire

ScanScout

Section IV:      Company Profiles—Vendors for Ad Delivery on Provider Platforms

BigBand Networks

BlackArrow

C-Cor

ExtendMedia Inc.

ICTV

Packet Vision Limited

SeaChange

Tandberg TV

Section V:       Company Profiles—Vendors for Ad Delivery on Downloadable Media

Kiptronic, Inc.

VoloMedia (Formerly Podbridge, Inc.)

Section VI:      Company Profiles—Mobile Advertising Technology Providers

4Info

AdMob

CellFire

Enpocket

go2

GreyStripe

Third Screen Media

Section VII:    Section VII: Company Profiles—Other Ad Technology Providers

AdReady

Google Inc.

MSN Search

Rentrak Corporation

Yahoo! Inc.

The Bottom Line

Household Entertainment Device Penetration among Online Population
Advertising Industry Stakeholders’ Responses to New Media Challenges
Ad Industry Consolidation & Strategic Implications
Hours Spent on Digital Activities
U.S. Consumers’ Video Consumption Frequency
U.S. Consumers’ Online Video Use by Genre
Pay-TV Service Features
Growth in Social Media Usage
Frequency of Online Social Network Activities
Internet Video Moves by TV Broadcasters and Broadband Service Providers
Ad Exchange Models
Watching Short Online Video Clips (Frequency by Age)
Watching Full-length Online Video (Frequency by Age)
User-Generated Content and Success Stories
Social Media Users’ Video Consumption Habits
Advertising on Facebook
Ad Formats for Online Video Content
Examples of Online Video Advertising Rates
Video Ad-Serving Technology from Large Ad Network
Selected Online Video Advertising Technology Vendors and Business Models
Behavioral Targeting Firms: Strengths and Business Relationships
Percentage of Consumers Viewing Internet Video Streams at Least Monthly
Total Video Clips Streamed per Month: U.S. Broadband Households
Total Revenue Forecast: Ad-supported Online Video (Chart)
Total Ad-Supported Internet Video Revenue Forecasts (Table)
Portable Device Penetration and Downloadable Media Usage
Technology Vendors for Downloadable Media Advertising
Downloadable Media Ad Spending Forecast (Figure)
Downloadable Media Ad Spending Forecast (Table)
Premium VoD Usage Growth
Service Providers’ VoD Strategies
Emerging Ad Formats on Digital On-Demand TV Platforms
Summary of Service Providers’ Strategies for Non-Linear TV Advertising
Ad Technology Providers for Non-Linear TV Platforms
Summary of the Challenges of Delivering Ads to Non-Linear TV Platforms
SCTE’s DVS 629 Standards
U.S. VoD Ad Revenue for IPTV Providers (2007-2012)
U.S. VoD Ad Revenue Forecast for Cable Companies (2007-2012)
U.S. DVR Ad Revenue Forecast (2007-2012)
U.S. Ad Revenue Forecast for Non-Linear TV Services (2007-2012)
Mobile Phone as a Communication Device
Mobile Operators’ Multimedia Services, Broadband Roadmap, and 3G Handsets
Mobile Ad Formats and Their Usage
Mobile Advertising Solution Companies
Attitudes toward Mobile Advertisements
Interest in Ad-Supported Mobile Services
Total Annual Mobile Ad Revenue (2007-2012)
U.S. Mobile Advertising Forecast 2007-2012 (Table)
Mobile Ad Revenue Forecast by Type of Advertisement (Figure)

Resource Book

Household Entertainment Device Penetration among Online Population
Household Computer Usage
Mobile Phone as an Entertainment Platform
Mobile Phone as a Communication Device
Pay Television Services
Hours Spent on Digital Activities
Computer Activities
Other Computer Activities
Video Service Features
VOD Service Growth
Frequency of Video Consumption Activities Q1/07
Frequency of Video Consumption Activities Q3/07
Downloading Full-length Programs (Frequency by Age)
Downloading Short Videos (Frequency by Age)
Watching Video on a Portable MP3 Player (Frequency by Age)
Watching TV/Video on a Cell Phone (Frequency by Age)
Watching Short Online Video Clips (Frequency by Age)
Watching Full-length Online Video (Frequency by Age)
Recording TV Programs on DVR (Frequency by Age)
Interest in Ad-Supported Mobile Services
Attitudes toward Mobile Advertisements
Interest in Mobile Advertisements by Age
Interest in Mobile Advertisements by Gender

Publish Date: 1Q 2008

Pages: 144


Authored By:
Harry Wang - Senior Director of Research

Authored by Harry Wang
Executive Editor: Tricia Parks
Published by Parks Associates

© February 2008 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. 

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