Global Programmatic TV to Addressable TV Market 2017-2021
DUBLIN, October 3, 2017 /PRNewswire/ --
The "Programmatic TV to Addressable TV: The New Potential of Targeted Advertising for Television" report has been added to Research and Markets' offering.
In a context where linear TV consumption is declining, and where the Internet presents fierce competition in terms of viewing time and its ability to attract ad spend from advertisers, the TV sector is looking to reinvent itself so it can remain attractive and still benefit from bountiful advertising budgets.
With individualisation of audiovisual consumption, the popularity of pay-TV in most Western countries and TV sets now connected to the Internet, it is now technically possible to offer advertisers similar conditions to those they enjoy on the Internet.
This study seeks to clarify the different flavours of programmatic TV, the advantages and disadvantages, how the new value chain is organised and who the major players are.
It also analyses the strategies being taken by broadcasters, satellite operators, cable operators and telcos. The opportunities and threats with programmatic for all TV stakeholders are also examined.
Finally, it looks at the key factors that will influence future growth of this market and provides forecasts for the market in 2021.
Geographic area & Players
World
North America
- United States
Europe
- France
- Germany
- United Kingdom
Key Topics Covered:
1. Executive Summary
2. Methodology
3. TV advertising: from mass-market to targeted ads
3.1. TV advertising market under threat from changing audiovisual consumption patterns
3.2. Programmatic TV, addressable TV: definitions and concepts
3.2.1. The principles of programmatic buying
3.2.2. From online programmatic buying to programmatic TV
3.2.3. The different forms of programmatic TV
3.2.4. Advantages and disadvantages of ad targeting
3.3. Organisation and players
3.4. Factors affecting the development of programmatic TV
3.4.1. Evolving TV consumption patterns
3.4.2. Technological developments
3.4.3. The regulatory framework
4. TV broadcaster positioning
4.1. Broadcasters in test phase
4.1.1. Many programmatic initiatives, particularly with catch-up and OTT
4.1.2. Opportunities and threats with programmatic for broadcasters
4.1.3. Outlook
4.2. TV distributors, the major players of addressable and programmatic TV
4.2.1. Strategies of acquiring technology solutions providers
4.2.2. Opportunities and threats with programmatic for distributors
4.2.3. Outlook
5. Markets and forecasts
5.1. Analysis of factors boosting/hindering growth
5.2. Market forecasts
5.2.1. Forecast assumptions
5.2.2. Forecasts for 2021
Companies Mentioned
- ABC TV Group
- Accenture
- Adap.tv
- ADEX
- Apple
- AT&T
- AudienceXpress
- Bouygues Telecom
- BT Sport
- Cablevision
- Canal+
- CBS
- Channel 4
- Chromecast
- Clypd
- Comcast
- Comscore
- Cox
- DataXu
- DirecTV
- Dish
- DoubleClick
- Fox
- Fox Sports
- Foxtel
- France Tlvisions
- FreeWheel
- GABBCON
- GroupM
- Horizon Media
- Hulu
- Invidi
- ITV
- M6
- MCN
- Mediaocean
- Mediaset
- NBCUniversal
- NextRadio TV
- Omnicom Media Group
- ONE by AOL
- Orange
- ProSiebenSat.1
- RAI
- Roku
- RTL Group
- SFR
- Sky
- SmartStream
- SpotXChange
- Starcom MediaVest Group
- StickyAds
- Ten Network
- TF1
- thePlatform
- Time Warner
- TiVo Research
- TubeMogul
- Turner Broadcasting
- Verizon
- Viacom
- VideoAmp
- Videology
- Virgin Media
- Virtual Minds
- Visible World
- YuMe
For more information about this report visit https://www.researchandmarkets.com/research/xk8m89/programmatic_tv
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