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Digital Addressable Advertising Will Become Key Cable Growth Driver According to In-Stat

Posted on: Monday, 2 April 2007, 12:00 CDT

During 2007, Digital Addressable Advertising will emerge in cable TV, and in the years to come will be a key, long-term growth driver for hardware, software, and service vendors, reports In-Stat (http://www.in-stat.com). The worldwide annual value of Digital Addressable Advertising equipment, software, systems, and services is likely to exceed US$540 million during 2011, the high-tech market research firm says.

"There are over 8,000 headends in the US cable TV market, and probably that many more throughout the world," says Gerry Kaufhold, In-Stat analyst. "Many of these headends are older, analog systems that are not likely to provide Digital Addressable Advertising capabilities. However, In-Stat believes that well over 4,000 cable headends throughout the world will have two-way, digital capabilities by the end of 2011."

Recent research by In-Stat found the following:

Digital addressable ads will help to expand the market for cable TV advertising services.

VOD and HDTV will provide long-term growth for cable TV addressable advertising products.

With Switched Digital Video (SDV), cable operators will find an expanding market for Digital Addressable Advertising that supports "narrowcast" TV program streams.

The research, "Addressable Advertising: Digital Cable TV Systems" (#IN0703498MBI), covers the market for Digital Addressable Advertising and the equipment necessary to support it. It provides estimates of the number of cable headend facilities that may be adding Digital Addressable Advertising products, in addition to estimating the value of this development. Forecasts through 2011 are provided for headends likely to purchase Digital Addressable Advertising products and the products' value by region are provided.

For more information on this research or to purchase it online, please visit: http://www.instat.com/catalog/Ccatalogue.asp?id=289 or contact a sales representative:

Eastern North America: Tina Sheltra, 480.609.4531; tina.sheltra@reedbusiness.com

Western North America: Erin McKeighan, 480.609.4551; emckeighan@reedbusiness.com

Outside of North America: http://www.instat.com/sales.asp

The price is $2,495 (US).

About In-Stat

Technology vendors, service providers, technology professionals and market specialists, worldwide, rely on In-Stat's experienced staff and in-depth research to support critical business, product and technology decisions. In-Stat's insights are derived from both a deep technology understanding and comprehensive research, which examines each segment of the value chain for each market. Regular and ongoing end-user demand and primary research surveys underpin much of the analysis, enabling In-Stat to provide incisive market knowledge and guidance on future market opportunities.

In-Stat is a strategic segment of the $9 billion Reed Elsevier global information network, with access to an expansive worldwide electronic network, extensive technology databases and well-informed personnel. As a member of Reed Business Information, In-Stat is a division of the largest business-to-business publisher in the U.S.

Source: Business Wire

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