SUBJECT AREA

This report explains of how terrestrial television broadcasters could deliver targeted advertising to individual television sets, something which is currently unfeasible - but which many marketers have described as "the holy grail."

The report's thesis involves developing an aggressive, new service concept, referred to as MyTV that could revitalize a terrestrial television broadcaster's value proposition both to consumers and advertisers. The report explains the MyTV concept in some detail and how this could be used as the basis to deliver targeted advertising. The report describes the associated business strategy, market development approach and technology aspects and includes 5-year market projections for what the targeted television advertising market could be worth in the U.S. and the U.K.

REPORT CONTENT

The report first reviews key market developments such as Google TV Ads, Canoe Ventures, SpotRunner, Sky ‘Smart TV', Virgin Media's targeted advertising project, Yahoo TV Widgets and Project Canvas.

The report next explains what terrestrial television broadcasters are doing in response to these initiatives and how the terrestrial broadcasters could take the fight to the competition.

The report then provides a detailed description of a new internet television service, referred to as ‘MyTV' that would be delivered to a new type of television set, or a new set-top box (STB), and which would contain a range of features that could be present a stronger proposition to the user than what is offered by cable and satellite TV service providers.

The report then explains how the MyTV service concept could be brought to market by analysing the business viability of a joint venture project that would deliver the MyTV service, and thereby enable the delivery of targeted advertising. The interests of the key stakeholders in the venture are analysed, along with regulatory factors.

The report concludes with providing market projections for the value of targeted television advertising in the U.S. and the U.K.

KEY BENEFITS

• Understand how the market for targeted television advertising is being shaped, and who is doing the shaping;

• See how the terrestrial television broadcasters, regarded by some as dinosaurs, could reinvent themselves and come out fighting by launching a market-leading consumer service and targeted advertising proposition;

• Appreciate why this strategy has the potential to not simply arrest the decline in advertising revenues being experienced by broadcasters, but to return the TV ad market to a growth phase;

• Clearly understand the features that would be required in order to persuade consumers to pay for the new hardware that would be essential in order for terrestrial broadcasters to deliver targeted advertisements.

INTENDED AUDIENCE

This report will be of great interest to those who are involved with any aspect of television advertising. Key functional areas include:

• Product management and product marketing;

• Product strategy and marketing strategy;

• Product, market and network planning;

• Executive leadership, especially those who work for terrestrial television broadcasters;

• Market insight and competitor intelligence;

• Business development and corporate development.