Why Global TV Advertising Will Dominate, and How Interactive Advertising Helps

SAN JOSE, Calif., Jan. 19 /PRNewswire/ — MRG’s new report shows how
global developments in “Advanced Video Advertising” (AVA) for set-top boxes
will continue to keep TV advertising dominant in global ad markets. By
tracking both traditional and interactive TV advertising techniques, it
provides an ROI calculation for each of the six most used interactive methods
in the global advertising markets for Cable, Telco TV, Terrestrial, and
Satellite operations. It also explores why global TV advertising is up in 2008
and 2009, even though newspaper, magazine and radio ad revenue is continuing
to fall in Europe, Asia, North America and the Rest of World.

“Finding the right message and time slot for personalized TV advertising
is only the first step,” says MRG Analyst, Mike Galli. “Using the right
interactive methods and platform(s) for specific message enhancement is
another necessary step even in regional or local campaigns, and the tools are
now available to manage these campaigns.”

By focusing on the six dominant types of interactive video ads(1), the
analysis provides IPTV and Cable Operators and national and regional
advertisers a context for creating a roadmap for implementing advanced
advertising. It explains, for example, how much Polling and Voting would cost
and what kind of results to expect; it also profiles over 15 AVA vendors and 8
advertiser/Operators, describing what AVA types are supported or used by each.

“These six Interactive video advertising techniques work well on the TV
platform, but also can work well on the PC or Mobile TV screen,” says Galli.
“Knowing the usage and technology behind new interactive TV is basic. TV
advertising is still dominant worldwide and growing, so innovation here spells
opportunity to migrate campaigns to other platforms. We’re seeing the first
examples of that today.”

The report also reviews strategies, standards and best practices needed to
get started in advanced (video) advertising; and to progress to more advanced
forms of interactive advertising including request for information (RFI) and
e-commerce.

The Advanced Video Advertising Report-January 2009 is 86 pages and is
available in a printed edition for $2,495 USD, a PDF single-departmental
license for $2,995 USD, and is free as part of MRG’s IPTV Tracking Service.
For more information or to order the report, contact Rob Smith at 1-408-453-
5553 or rsmith@mrgco.com.

(1) They are: Polling//Voting, Banner, VOD ads, Telescoping, DVR Showcase
and Social Advertising.

SOURCE MRG