The advanced market should expand to $681 million in 2011 (out of a total $29.6 billion multichannel-provider ad spend that year) and then hit $4 billion in 2014, representing almost 12 percent of the projected multichannel haul for that year, says Heather Way, an analyst with Parks Associates, which surveyed media buyers on their advanced ad spending plans. Parks tracks multichannel video providers because their infrastructure enables advanced ads.
The money projected to flow into advanced ad formats is not new money, Way adds. Advertisers will move some of their traditional TV ad spend to the newer formats. "We are predicting there will be a major shift in advanced TV ads in the next few years, as advertisers want to shift to more targeted TV formats that are relevant and easily targeted," Way says.
From the article, "Behind the Numbers: A Bigger Boat" by Daisy Whitney
New digital/over-the-top video consumers want a wide number of choices to consider when it comes to how many devices they can use. But is that enough for OTT platforms to succeed? Parks Associate...
Parks Associates has produced a new report that says 6% of all broadband-capable households make use of a streaming video service paid for by someone who doesn’t live there, and 20% of streaming vi...
As consumers decide what they want out of their Over-the-Top (OTT) video experience, the industry is seeing some fairly high churn rates. While typical for subscription-based industries, some compa...
New industry research from Parks Associates shows app developers are targeting the smart TV platform as the next significant growth area as nearly 80 per cent of smart-TV owners regularly use apps....
