Industry Resources
On Demand Webcast: Addressable Advertising Unveiled
Advertising Age and Visible World recently conducted a survey to unveil insights about the current perception and future of addressable television advertising. Hear what over 1200 marketing decision makers had to say about future of addressable television advertising.
- What CPM premium would you be willing to pay for the following types of targeted television ads?
- What do you think is the most important benefit of household television addressability?
- In 18-24 months, what percent of advertisers do you think will be running addressable campaigns?
Also, find out if your brand made the Top Ten List of companies that would benefit from running a household addressable ad campaign!
Magna: Advanced TV Advertising Forecast, May 2009
A missed opportunity for many years, Advanced TV advertising in the United States is poised to generate modest growth starting in 2010 as key sources of industry hope to gain traction. Although industry participants are hopeful that Canoe and other inventory / infrastructure aggregators can catalyze the sector, the industry has struggled so far to establish efficient ways to buy Advanced TV on a meaningful scale. In this environment, we expect virtually flat growth in 2009 that may lead to double digit gains as infrastructure and inventory come together through 2010, by which point we expect $168 million in total Advanced TV advertising.
Video: Addressable Advertising TVOT 2009 Panel
This panel brings together executives from all tiers of the TV advertising market, including distributors, networks, agencies and advertisers in an attempt to answer a question: In a world where all television ads can be addressable, who will reap the most benefit–the buyers, the sellers or the clients? How will addressable advertising be integrated into a world where sellers are seeking to maximize media real estate, buyers are looking for lower prices, data providers are seeking more usage and optimization of metrics, agencies are attempting to update their own business models while serving their clients, and advertisers are trying to engage consumers more effectively?
Magna: Online Video Forecast April 2009
Despite the economic downturn and its inevitable strains on overall advertising expenditures, one category is clearly holding up as a beacon of change and growth: online video. Magna forecasts the US market for online video will grow by 32% this year, rising from $531 million in 2008 to $699 million in 2009.
A Crisis is a Terrible Thing to Waste
Addressable advertising on cable has been two years away from reality for, oh… about ten years. At first blush, it's hard to imagine that now is finally the right time. After all, launching a new interactive, addressable, singing and dancing, all-things-to-all-advertisers, bells and whistles new advertising capability in the midst of the worst ad market in a generation would seem spectacularly bad timing. But, to paraphrase Rahm Emanuel… a crisis is a terrible thing to waste.
TV Still Occupies Two Thirds of Adult Screen Times
The new Video Consumer Mapping (VCM) study for the Council for Research Excellence (CRE) by Ball State University's Center for Media Design (CMD) finds that younger baby boomers (age 45-54) consume the most video media, and confirms that traditional live television remains the "800-pound gorilla" in the video media arena. The VCM study generated data covering more than three-quarters of a million minutes and a total of 952 observed days.