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SUMMARY
In October of 2006, In-Stat published a major In-Depth Report entitled "Cable
Headends: Fixed Mobile Convergence (FMC) Powers Cable TV Counterpunch to
IPTV," #IN0603163MBI. During 2007, we expect Digital Addressable Advertising
to begin emerging, and then to become a key, long-term growth driver later on.
This update provides our analyses and forecasts for the emerging Digital
Addressable Advertising product market for Digital Cable TV.
- 1. Products include hardware, software, systems, and services
- 2. Addressable Advertising adds to our previous forecasts
- 3. Content providers are beginning to support Addressable Advertising, and
Cable TV is ready to respond
- 4. Regional forecasts for the number of headends and the annual value of
four categories of products
- 5. This report provides "early warning" indications of the timing and
growth opportunities for the emerging market of Addressable Advertising
products across the worldwide Digital Cable TV industry.
This market is currently just coming out of its early trial phases, and it
will take another year to really come into its own. Our market model shows
that the worldwide annual value of Digital Addressable Advertising equipment,
software, systems, and services is likely to exceed US$540 million during 2011.
TABLE OF CONTENTS
In This Update
- Cable Headend Update on Digital Addressable Advertising
- Addressable Advertising for Digital Cable TV Systems
- Digital Addressable Advertising Helps Expand the Market for Cable TV
Advertising Services for Linear Viewing and VOD Services
- Recent Technical Developments Will "Jump Start" the Market
- Forecasts by Region, by Category
- Digital Addressable Advertising Results from a "Kit" of Equipment,
Software, Systems, and Services
- Four Categories of Digital Addressable Advertising Solutions
- North America by Category
- Europe by Category
- Asia by Category
- Rest of the World (ROW) by Category
- Worldwide Summary by Category
- Regional Summary for All Categories Combined
- Value of Addressable Advertising for VOD Expected to Dominate Summary
List of Tables
- Table 1. Coverage Areas for Addressable Advertising Among Top Ten Cable TV
Markets (City Name, Cable MSO, Number of Coverage Areas, Total Number of
Coverage Areas)
- Table 2. Headends Likely to Purchase Digital Addressable Advertising
Products, North America (Number of Headends, by Category, Annual Growth,
Percent of Total, Compound Annual Growth Rate)
- Table 3. Estimated Annual Costs per Headend for Digital Addressable
Advertising, North America (US$ in Thousands, by Category, CAGR)
- Table 4. Relative Percentage of Annual Value, Linear Versus VOD Digital
Addressable Advertising, North America (Percent of Total for Linear Products,
Percent of Total for VOD Products)
- Table 5. Annual Value of Digital Addressable Advertising Products, North
America (Annual Value US$ in Thousands, by Category, Annual Growth Rate,
Percent of Total Value, CAGR)
- Table 6. Headends Likely to Purchase Digital Addressable Advertising
Products, Europe (Number of Headends, by Category, Annual Growth, Percent of
Total, CAGR)
- Table 7. Estimated Annual Costs per Headend for Digital Addressable
Advertising, Europe (US$ in Thousands, by Category, CAGR)
- Table 8. Relative Percentage of Annual Value, Linear Versus VOD Digital
Addressable Advertising, Europe (Percent of Total for Linear Products, Percent
of Total for VOD Products)
- Table 9. Annual Value of Digital Addressable Advertising Products, Europe
(Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of
Total Value, CAGR)
- Table 10. Headends Likely to Purchase Digital Addressable Advertising
Products, Asia (Number of Headends, by Category, Annual Growth, Percent of
Total, CAGR)
- Table 11. Estimated Annual Costs per Headend for Digital Addressable
Advertising, Asia (US$ in Thousands, by Category, CAGR)
- Table 12. Relative Percentage of Annual Value, Linear Versus VOD Digital
Addressable Advertising, Asia (Percent of Total for Linear Products, Percent
of Total for VOD Products)
- Table 13. Annual Value of Digital Addressable Advertising Products, Asia
(Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of
Total Value, CAGR)
- Table 14. Headends Likely to Purchase Digital Addressable Advertising
Products, ROW (Number of Headends, by Category, Annual Growth, Percent of
Total, CAGR)
- Table 15. Estimated Annual Costs per Headend for Digital Addressable
Advertising, ROW (US$ in Thousands, by Category, CAGR)
- Table 16. Relative Percentage of Annual Value, Linear Versus VOD Digital
Addressable Advertising, ROW (Percent of Total for Linear Products, Percent of
Total for VOD Products)
- Table 17. Annual Value of Digital Addressable Advertising Products, ROW
(Annual Value US$ in Thousands, by Category, Annual Growth Rate, Percent of
Total Value, CAGR)
- Table 18. Headends Likely to Purchase Digital Addressable Advertising
Products, Worldwide (Number of Headends, by Category, Annual Growth, Percent
of Total, CAGR)
- Table 19. Relative Percentage of Annual Value, Linear Versus VOD Digital
Addressable Advertising, Worldwide (Percent of Total for Linear Products,
Percent of Total for VOD Products)
- Table 20. Annual Value of Digital Addressable Advertising Products,
Worldwide (Annual Value US$ in Thousands, by Category, Annual Growth Rate,
Percent of Total Value, CAGR)
- Table 21. Annual Value of All Digital Addressable Advertising Products, by
Region (Annual Value US$ in Millions, by Region, Annual Growth Rate, Percent
of Total Value, CAGR)
- Table 22. Worldwide Value of Linear and VOD Addressable Advertising
Products (Annual Value US$ in Millions, by Major Category, Annual Growth Rate,
Percent of Total Value, CAGR)
List of Figures
- Figure 1. Worldwide Annual Value of Digital Cable TV Addressable
Advertising Products (US$ in Millions)
- Figure 2. Annual Value of Digital Addressable Advertising Products, North
America (Annual Value US$ in Millions, by Category)
- Figure 3. Annual Value of Digital Addressable Advertising Products, Europe
(Annual Value US$ in Millions, by Category)
- Figure 4. Annual Value of Digital Addressable Advertising Products, Asia
(Annual Value US$ in Millions, by Category)
- Figure 5. Annual Value of Digital Addressable Advertising Products, ROW
(Annual Value US$ in Millions, by Category)
- Figure 6. Annual Value of Digital Addressable Advertising Products,
Worldwide (Annual Value US$ in Millions, by Category)
- Figure 7. Annual Value of Digital Addressable Advertising Products,
Worldwide, by Category, Compared Side-by-Side, by Year (Annual Value US$ in
Millions, by Category)
- Figure 8. Annual Value of Digital Addressable Advertising Products,
Worldwide, By Category, Showing Annual Growth Curves, by Year (Annual Value
US$ in Millions, by Category)
- Figure 9. Annual Value of All Digital Addressable Advertising Products, by
Region (Annual Value US$ in Millions)
- Figure 10. Worldwide Value of Linear and VOD Addressable Advertising
Products (Annual Value US$ in Millions, by Major Category)
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