Introduction

The broadcast sector is evolving. Broadband adoption, transforming consumption habits and convergence is creating a diverse landscape for entertainment consumption. Advertising continues to play a significant part in revenue generation, but as the drivers challenge traditional paradigms, there is considerable pressure to adapt to new business models using advanced technological solutions.

Scope of this research

• Addresses the current broadcast advertising market in Western Europe and North America.
• Outlines different methods of addressable advertising and their potential for ROI.
• Highlights new standards and technologies, such as DVS 629, in boosting addressable advertising potential adoption.
• Provides an overview of the addressable advertising value chain and key market vendors, outlining recent M&A activity set to transform the sector.

Research and analysis highlights

Addressable advertising does not involve immense capital expenditure. However, it does use additional bandwidth, and considering the limitations of the resource in cable and IPTV systems, outlining an effective return on bandwidth (ROB) is a key priority for broadcasters.

The competitive landscape in VOD and ad insertion vendor market has changed significantly over the past few years. Market growth potential has resulted in considerable M&A activity. In particular, larger market players have made a variety of strategic acquisitions to bolster their ad insertion and VOD product portfolios.

Key reasons to purchase this research

• Gain insight into key trends transforming the broadcast advertising sector including audience fragmentation and evolving consumer behavior.
• Understand key priorities for broadcasters and advertisers in an evolving digital TV advertising landscape.
• Gain visibility into the addressable advertising value chain and highlight key technology vendors in a variety of specific segments.