Executive Summary

This report covers global developments in “Advanced Video Advertising" (AVA), which refers to forms of advertising beyond traditional insert advertising, with the end device being the TV set. This report compares traditional and interactive TV advertising techniques; and provides an ROI calculation for each of the six AVA methods being trialed in the global advertising markets in both Cable and Telco TV operations. It also examines Internet video advertising to help determine models that can work in Advanced Video Advertising applications for both Cable and IPTV Operators.

Table 1-2 shows global growth in ad spending negative for Newspapers, Magazines, and Radio in 2009, with slight increases for TV, Cinema, Outdoor and Internet.

Table 1-2 also shows global ad spending for all media. TV and Newspapers are still the largest forms by twice as much as the next closest form of advertising. Newspaper ads are declining but at a slow rate so they will still be a dominant form for some time. Internet advertising is rising and will overtake radio advertising next year.

Table 1-3 from a 2008 forecast, shows a decline in ad revenue for 2008 for the U.S. and Western Europe, while the rest of the world experiences increases. 2009 has a steeper decline for the U.S. with a slight decline for Western Europe producing an overall decline for 2009, despite increases for all other regions in 2009.

(Regions in italics are sub-sets of the larger region they are in; USA is a sub-set of North America, for example.)

This report is part of the IPTV Tracking Service published by the Multimedia Research Group, Inc.

Table of Figures

Table of Tables