Parks Associates supports Future TV Advertising Forum, London

Parks Associates is supporting Future TV Advertising Forum from December 2-3 in London.

The Future TV Advertising conference will bring together broadcast and advertising to analyze and debate the evolution of TV advertising. Television is inexorably losing ground to online that is gradually offering greater accountability. The conference will address how the advertising community can work with broadcast so that this threat, embodied by new technologies and user behavior, becomes an opportunity. The event will provide a great opportunity to hear and network with key stakeholders in TV advertising: Brands, Media Holding Companies, leading European Cable, Satellite, IPTV, Pay-TV providers and Content Owners.

More more information, visit http://www.futuretvads.com/.

Advanced Advertising Session addresses new content distribution models, ad solutions, and revenue opportunities

Parks Associates is hosting a special research presentation, “Advanced Advertising: Engaging the Digitally Connected Generation,” sponsored by Chase Paymentech, on Wednesday, May 5, at Digital Hollywood in Santa Monica, Calif.

Parks Associates estimates revenue from addressable, interactive TV advertising will reach $133 million in 2010 and will increase to $4.3 billion by 2014. Digital media technologies (DVR, advanced TV, Internet, and mobile) have changed the game for service providers, technologists, content owners, and advertisers, creating new content distribution models, ad delivery solutions, audience measurement capabilities, and revenue opportunities.

Join Heather Way, Research Analyst, Parks Associates, as she will discuss strategies for industry players and investors to capitalize on digital media platforms and services in order to build revenues and increase consumer engagement.

Parks Associates will be in Booth #2 during Digital Hollywood, May 3-6.

Request your complimentary pass to attend the research presentation by completing this online form.

Coming to a TV Near You: Addressable TV Advertising?

I firmly believe once household-level addressability is available on a meaningful scale, advertisers and media agencies will quickly shift traditional broadcast and cable TV media budgets to the advanced advertising solution. This opinion comes from both a research and practical perspective (based on my current work and previous experience as a media planner/buyer).

And, yes, I remain bullish in spite of the technical and planning/buying challenges…but that’s a whole other discussion.

It’s a no brainer. If given a choice, why would an advertiser continue to buy a mass TV audience (albeit targeted based on Nielsen demographics) when they can address a specific TV audience who is more likely to purchase a product/service and less likely to avoid the commercial? More importantly, why would an advertiser turn down the opportunity to improve the cost efficiency of a TV advertising campaign?

I've been following Starcom MediaVest and Comcast's addressability trials. The findings of their second addressable TV trial include:
· Homes receiving addressable TV ads tuned away 32% less of the time than non-targeted TV households
· Addressable TV campaigns were 65% more cost efficient than traditional TV ad campaigns

These recent findings echo their 2006 addressability trial results, which found:
· Homes receiving addressable advertising tuned away 38% less of the time than non-addressable households
· Addressable TV campaigns were 56% more cost efficient than non-addressable TV ads


Our survey of top-level U.S. ad and media executives, Advertising Outlook: Shifting Dollars, found a majority would pay a premium for addressable TV ads, with almost 40% willing to pay upwards of 20% more over traditional TV ad costs.

While I take an optimistic position, do I think 2010 or even 2011 will be the year of household-level addressability? No, I don’t. At this time, key advanced TV advertising investors are still in the technology roll out and testing phase. However, once household-level addressability scales to at least one major digital TV service provider, I predict addressable TV ad dollars will instantly cannibalize traditional broadcast and cable TV ad expenditures.