For Marketing Leadership Professionals

Laying The Groundwork For The Next Wave Of TV Advertising

by David Card, May 28, 2009

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or systematically fast-forwards past TV commercials, and Early Adopters . . .

For Consumer Product Strategy Professionals

The Future Of European Video On Demand Is TV-Based

by Laurence Meyer, May 21, 2009

The European video-on-demand (VOD) industry has been particularly dynamic over the past nine years. To date, PC-based-VOD services outnumber TV-based-VOD services. In the medium term, however, TV-based-VOD services will play a central role in the European . . .

For Consumer Product Strategy Professionals

Preparing For The Coming Online TV Backlash

An Open Letter To An Industry On The Verge Of A Big Mistake

by James L. McQuivey, Ph.D., March 13, 2009

Online TV viewing has been a smash hit in the US, driving tens of millions of viewers to watch hundreds of millions of TV shows each month. However, the online TV model is coming under fire inside the secretive halls of content producers and rights holders. . . .

For Consumer Product Strategy Professionals

The US TV Market In Transition: Succeeding In A Multiplatform World

by Bobby Tulsiani, January 20, 2009

With revenues stagnating in the US pay-TV, advertising, and DVD markets, the TV industry is turning to a host of new platforms to drive new growth. Forrester evaluated each of the emerging platforms — PC, mobile, set-top box (STB), and video on demand . . .

For Marketing Leadership Professionals

In-Store TV Goes Prime Time With Wal-Mart

Smart Network Will Bring Insights And Accountability

by Lisa Bradner, September 5, 2008

Wal-Mart announced the rollout of its Smart Network to 2,700 stores starting this month. Smart Network will bring together in-store television, creative execution, and in-store metrics. It will enhance marketers' insight into the effectiveness of in-store . . .

For Marketing Leadership Professionals

Personal TV: The Reinvention Of Television

Personal TV With Targeted Commercials Will Take The Waste Out Of TV Advertising

by David Graves, August 25, 2008

TV advertising has been suffering from media fragmentation and ad skipping. Under pressure from advertisers, traditional television networks finally team up with cable multiple system operators (MSOs) and telco services to build a modern ad-supported . . .

For Consumer Product Strategy Professionals

What It Really Means To Watch TV Online

by James L. McQuivey, Ph.D., May 8, 2008

The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills all the same needs that the still-beloved TV set in the living room . . .

For Consumer Product Strategy Professionals

Advertisers See A TV+Web Future

by James L. McQuivey, Ph.D., April 4, 2008

Forrester and the Association of National Advertisers (ANA) surveyed 78 US advertisers representing nearly $15 billion in advertising budgets. More than half of them — 62% — told us that TV advertising is less effective than it was two years ago, which . . .

For Consumer Product Strategy Professionals

Why Apple Can't Do To Video What It Did To Music

But What It Can Do To Yet Succeed

by James L. McQuivey, Ph.D., November 30, 2007

Apple's appetite for a slice of the video pie has proven bigger than its reach. The iTunes video experiment of selling TV shows for $1.99 and movies for upwards of $9.99 — although a great service to the 4% of online adults who regularly buy video on . . .

For Consumer Product Strategy Professionals

Online Video Syndicator Hulu.com Overperforms At Beta Launch

by James L. McQuivey, Ph.D., October 29, 2007

Today Hulu.com, the NBC Universal and News Corp. online video joint venture, launched a private beta test that beats our expectations of what the company would achieve. It syndicates video, enables sharing, and does it all with top-notch content and a . . .

For Consumer Market Research Professionals

Interactive TV's Renaissance

Electronic Program Guides Train TV Audiences To Interact With TV

by James L. McQuivey, Ph.D., August 14, 2007

Television industry strategists are again whispering the once disgraced term "interactive TV." What failed in expensive tests that go back as many as 30 years is now poised to come to fruition thanks to advances in technology and changes in consumer behavior. . . .

For Consumer Product Strategy Professionals

Web Video Recording Arrives In Force

Strategists Must Welcome Ad-Supported, Recordable Web Video

by James L. McQuivey, Ph.D., June 29, 2007

This week two new video players are being released — the new RealPlayer and VeohTV — both of which provide the first general purpose tools for recording Web video streams to a PC. They join the announced but still unreleased Adobe Media Player in the . . .

For Consumer Product Strategy Professionals

Paid Video Downloads Give Way To Ad Models

The Industry Must Pull In Mainstream Viewers To Grow Beyond Today's Modest Download Market

by James L. McQuivey, Ph.D., May 11, 2007

An all-star cast of players premiered online video download services in early 2007. The question of who will dominate is moot since there is no long-term market to master. Sure, a small market is coming: Current downloaders are media addicts who will . . .

Asking For The Order: DRTV Reconsidered

by Lisa Bradner, July 17, 2006

Many brand marketers have long regarded direct response television (DRTV) as the backwater of advertising — home to the Chia Pet and The Clapper. In reality, DRTV is a thriving medium and comes closer to representing the future of advertising than does . . .

For Interactive Marketing Professionals

Free ABC Shows Online Will Set A Trend

From Now On, The Web Must Be Part Of Every TV Strategy

by Josh Bernoff, April 10, 2006

Disney announced that it would make popular ABC shows including Lost and Desperate Housewives available for free on a Web site that it controls, starting April 30. Shows will include ads that can't be skipped. This is the start of a big trend; now, networks, . . .

Cable Ad Sales: Think Fees, Not Inventory

by Eric Schmitt, July 13, 2005

Cable operators are capitalizing on their unique position in the TV industry to invest in new advertising systems. These new technologies offer advertisers compelling benefits like ad targeting, interactivity, and lead generation. But operators' current . . .

Expanding TV's Reach To The Retail Point Of Sale

How To Benefit By Reaching Receptive Consumers In Stores

by Nikki Baird, June 17, 2005

In-store television networks can reach consumers who are otherwise opting out, fast forwarding, and just plain tuning out advertising. Retailers, manufacturers, and media companies benefit from reaching consumers at a point when they are naturally receptive . . .

TV Ad Technology Vendor Profile: TiVo

by Eric Schmitt, May 18, 2005

TiVo's digital video recorders are popular, in part because they allow consumers to skip commercials easily. But even as its users gnaw away at television's traditional business model, TiVo offers advertisers an alternative. Behind its network of consumer . . .

The Advertising Model For Video On-Demand

VOD Advertising Showcases Will Transform TV Advertising

by Josh Bernoff, May 5, 2005

Networks and cable operators imagine a world where the best programs are available on-demand, supported by advertising. The reality: standards and measurement fall short, and advertisers, while intrigued, aren't ready to commit. But thinking about VOD . . .

TV Ad Technology Vendor Profile: GoldPocket

by Eric Schmitt, April 8, 2005

GoldPocket Interactive allows advertisers to create and deliver interactive ads to set-tops, PCs and wireless devices. The system works by enhancing standard 30-second commercials with overlay graphics, polls, direct response widgets, and games. But to . . .

TV Ad Technology Vendor Profile: Visible World

by Eric Schmitt, April 8, 2005

Visible World's ad delivery system can be used to enhance both broadcast and cable commercials, but it has the most to offer in a cable environment. There it reaches approximately 28 million cable households — by far the most of any new TV ad system. . . .

TV Ad Technology Vendor Profile: Navic Networks

by Eric Schmitt, April 7, 2005

Advertisers can use the Navic system to enhance standard 30-second commercials with overlay graphics, microsites, polls, direct response mechanisms, and games. The system has won a reach of approximately 2.5 million cable households across three cable . . .

TV Ad Targeting Creeps Over The Horizon

by Eric Schmitt, Josh Bernoff, Ayanna Lonian, December 22, 2003

TV ad targeting attracts a new class of advertiser: the database marketer. Nineteen of the 26 we surveyed are interested in targeted TV - and willing to pay $550 CPMs. But household-level targeting won't catch on until cable operators disaggregate audiences. . . .

Cultivate Consumers With ITV Ads

by Daniel P. O'Brien, Josh Bernoff, Jennifer Parr, Gregory N. Flemming, Ph.D., November 26, 2001

Thirty-second spots aren't as fruitful as they used to be. Marketers need interactive TV's new ad avails, interactivity, and targeting to harvest consumer relationships.

Interactive TV Advertising: Time To Get Started

by Josh Bernoff, Charlene Li, Meredith Gerson, September 5, 2001

Despite a slow start, interactive TV (ITV) advertising is on a path to reach $3.7 billion in 2006. Interactive program guides and enhanced TV will succeed far quicker than walled gardens.