Programmatic TV to Addressable TV - The new potential of targeted advertising for television

Programmatic TV to Addressable TV - The new potential of targeted advertising for television

  • August 2017 •
  • 43 pages •
  • Report ID: 5068475
The new potential of targeted advertising for television

IDATE DigiWorld estimates the programmatic TV market will be worth 19.1 billion EUR worldwide by 2021, nearly nine times more than the expected value of the global market in 2017. The United States will account for nearly three quarters of this market.

In a context where linear TV consumption is declining, and where the Internet presents fierce competition in terms of viewing time and its ability to attract ad spend from advertisers, the TV sector is looking to reinvent itself so it can remain attractive and still benefit from bountiful advertising budgets.

With individualisation of audiovisual consumption, the popularity of pay-TV in most Western countries and TV sets now connected to the Internet, it is now technically possible to offer advertisers similar conditions to those they enjoy on the Internet.

This study seeks to clarify the different flavours of programmatic TV, the advantages and disadvantages, how the new value chain is organised and who the major players are. It also analyses the strategies being taken by broadcasters, satellite operators, cable operators and telcos. The opportunities and threats with programmatic for all TV stakeholders are also examined. Finally, it looks at the key factors that will influence future growth of this market and provides forecasts for the market in 2021.

- ABC TV Group
- Accenture
- Apple
- AT&T
- AudienceXpress
- Bouygues Telecom
- BT Sport
- Cablevision
- Canal+
- Channel 4
- Chromecast
- Clypd
- Comcast
- Comscore
- Cox
- DataXu
- DirecTV
- Dish
- DoubleClick
- Facebook
- Fox
- Fox Sports
- Foxtel
- France Télévisions
- FreeWheel
- Google
- GroupM
- Horizon Media
- Hulu
- Invidi
- M6
- Mediaocean
- Mediaset
- NBCUniversal
- NextRadio TV
- Omnicom Media Group
- ONE by AOL
- Orange
- ProSiebenSat.1
- Roku
- RTL Group
- Sky
- SmartStream
- SpotXChange
- Starcom MediaVest Group
- StickyAds
- Ten Network
- TF1
- thePlatform
- Time Warner
- TiVo Research
- TubeMogul
- Turner Broadcasting
- Verizon
- Viacom
- VideoAmp
- Videology
- Virgin Media
- Virtual Minds
- Visible World
- YuMe

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