Global TV Advertising to Dominate : MRG Report

MRG’s new report shows how global developments in “Advanced Video Advertising” (AVA) for set-top boxes will continue to keep TV advertising dominant in global ad markets. By tracking both traditional and interactive TV advertising techniques, it provides an ROI calculation for each of the six most used interactive methods in the global advertising markets for Cable, Telco TV, Terrestrial, and Satellite operations. It also explores why global TV advertising is up in 2008 and 2009, even though newspaper, magazine and radio ad revenue is continuing to fall in Europe, Asia, North America and the Rest of World.

“Finding the right message and time slot for personalized TV advertising is only the first step,” says MRG Analyst, Mike Galli. “Using the right interactive methods and platform(s) for specific message enhancement is another necessary step even in regional or local campaigns, and the tools are now available to manage these campaigns.”

By focusing on the six dominant types of interactive video ads(1), the analysis provides IPTV and Cable Operators and national and regional advertisers a context for creating a roadmap for implementing advanced advertising. It explains, for example, how much Polling and Voting would cost and what kind of results to expect; it also profiles over 15 AVA vendors and 8 advertiser/Operators, describing what AVA types are supported or used by each.

“These six Interactive video advertising techniques work well on the TV platform, but also can work well on the PC or Mobile TV screen,” says Galli. “Knowing the usage and technology behind new interactive TV is basic. TV advertising is still dominant worldwide and growing, so innovation here spells opportunity to migrate campaigns to other platforms. We’re seeing the first examples of that today.”

The report also reviews strategies, standards and best practices needed to get started in advanced (video) advertising; and to progress to more advanced forms of interactive advertising including request for information (RFI) and e-commerce.

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