TV advertising is being impacted by the Internet and by mobile services that provide highly personalized content delivery, reports In-Stat (http://www.in-stat.com). No longer does “one ad fit all” viewers and the one big trend is for all advertising to become more relevant to the people who see it, the high-tech market research firm says. New technology promises to do that via Set Top Box, PC and mobile device addressability.
“Advertising buyers understand the current complex nature of the US media delivery industry, and it will take them time, effort, and education to learn how to adapt what they already do to the new hardware-based opportunities that seem so promising,” says Gerry Kaufhold, In-Stat analyst. “Customer-specific advertising that targets identifiable ethnic, cultural, language, or special interest audiences will see above-average growth rates through 2012. Geographic and Hardware-based advertising from Cable TV operators will surge forward beginning in 2010.”
But there’s more to the story. People in the online and mobile industries lack an understanding of how traditional TV works. A recent In-Stat report walks step-by-step through today’s TV advertising delivery market, pointing out areas that overlap or duplicate, as well as showing that many delivery networks also provide exclusive content. TV advertising is very complicated, and the incumbent TV program services will continue to control how advertising dollars are spent.
The report found the following:
> Traditional TV advertising that is attached to popular content is still the best way to obtain repeatable audiences during the flight of an ad campaign.
Specialized program services focused on ethnicity, language, sports and communities will continue to increase the number of customer-based TV advertising outlets.
> Geographic-Based Addressable Advertising will see the fastest growth.
Hardware-Based Addressable Advertising will dramatically expand during 2010.
Hardware-Based Addressable Advertising solutions already exist on the Internet, and solutions based on Set Top Box addressability will be growing on a market-by-market basis as Cable TV and TelcoTV services implement emerging advertising insertion technologies in their headends.
> Key problems still to be solved include transcoding, metadata definitions, media management, and creating integrated selling and purchasing solutions that work across all the possible delivery platforms.
> Companies to watch include MediaBank, DG FastChannel, and Run Digital Media.
The research, “US Addressable TV Advertising” (#IN0803963MBI), covers the US market for Addressable TV advertising via traditional and new technologies. It includes analysis of the means broadcasters can employ to provide addressable TV advertising. It also analyzes the strategies broadcasters and advertisers can use to reach highly targeted groups of consumers. Forecasts of US addressable advertising by category through 2012 are included.
For more information on this research or to purchase it online, please visit: http://www.instat.com/catalog/mmcatalogue.asp?id=289 or contact a sales representative: http://www.instat.com/sales.asp.
The price is $3,495 (US).
About In-Stat
Technology vendors, service providers, technology professionals and market specialists, worldwide, rely on In-Stat’s experienced staff and in-depth research to support critical business, product and technology decisions. In-Stat’s insights are derived from both a deep technology understanding and comprehensive research, which examines each segment of the value chain for each market. Regular and ongoing end-user demand and primary research surveys underpin much of the analysis, enabling In-Stat to provide incisive market knowledge and guidance on future market opportunities via syndicated research products, custom consulting, and advisory services.
In-Stat is a strategic segment of the $9 billion Reed Elsevier global information network, with access to an expansive worldwide electronic network, extensive technology databases and well-informed personnel. As a member of Reed Business Information, In-Stat is a division of the largest business-to-business publisher in the U.S.
Contact:In-Stat Gerry Kaufhold 520-363-9752 gkaufhold@reedbusiness.com
Contact:Kirsten Skedd Fischer 781-734-8625 kirsten.fischer@reedbusiness.com
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More