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ケーブルテレビ産業は、インタラクティブテレビ広告で大きなチャンスを迎えているのだろうか？ この調査レポートは、インターネットテレビ広告やTコマース、革新的機能、将来性などの最新の状況を分析し、主要なソリューションを提供する12社のサプライヤのプロフィールを記載している。
Is the cable industry about to seize the Holy Grail of interactive TV (ITV) advertising? After years of empty talk and dashed promises, cable appears closer than ever to establishing a viable, widely deployed platform for ITV advertising and t-commerce. In 2011, consumers increasingly will see ads that enable them to use their TV remote to click for more information, get a coupon, request a sample, answer poll questions, or purchase products directly through their TV.
As 2010 ends, the cable industry is on the verge of enabling about 25 million digital set-top boxes (STBs) with interactive capability using enhanced binary interchange format (EBIF), a software technology that enables simple interactivity using legacy digital set-tops.
Based on the MSOs' tallies of EBIF-ready STBs, the industry is well on its way to reaching its 25-million goal, though there are still several steps before all of those boxes are running ITV apps. The task is to transform the deployed base into a reliable and ubiquitous platform that cable networks and their advertisers can use to deliver and measure ads easily on a mass scale.
First the industry must win over consumers and prove that ITV advertising is effective in order to get more programmers and advertisers on board. Initial results are promising. Canoe reported that RFI tests from June to September generated a click-through rate that is eight times higher than that of online advertising. Comcast said users of its HSN Shop By Remote app are completing purchases at a rate that is four times higher than online purchase completions. Cablevision had to pull an RFI spot offering a free sample of Gillette face wash after consumers responded at a much higher rate than expected.
The prospects for ITV advertising have never been higher, due to emerging technologies, Canoe Ventures, and cable's need to make the most out of its advertising capabilities and new consumer services. All the involved suppliers have an opportunity to capitalize on the cable industry's newfound lust for ITV advertising.
The next year will see more trials, deployments, and innovations. EBIF is just one avenue for cable to add more interactivity and new applications to its digital platform. Using tru2way and IP technologies, cable will continue to move to enhance television and create cross-platform experiences that will bring more exciting services to consumers and business returns for all involved.
Your Ad Here: Cable's ITV Ad Platforms Open for Business examines the cable industry's progress with ITV advertising and t-commerce, the capabilities involved, and the prospects for the future. Included are profiles of 12 leading suppliers that currently offer EBIF user agents or ITV advertising solutions.
Sample research data from the report is shown in the excerpts below:
The US cable industry has a deployed digital set-top base of nearly 45 million households. While all those boxes do not necessarily have the capability to support advanced advertising services, they do provide a sizable install base on which to launch scalable technologies. Two interactive technologies are being eyed for interactive advertising: enhanced TV (ETV), better known as EBIF, and tru2way. Cable can utilize many platforms and capabilities for advertising, as shown in the following excerpt.
Companies profiled in this report include: ActiveVideo Networks Inc.; Backchannelmedia Inc.; Delivery Agent Inc.; Ensequence Inc.; FourthWall Media Inc.; icueTV Inc.; Microsoft Advertising; NDS Ltd.; OpenTV Corp. (Nasdaq: OPTV); TVWorks LLC; Visible World Inc.; and Zodiac Interactive.
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