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Broadcasters Increasing Use of Addressable Advertising


SCOTTSDALE, Ariz. - National TV networks and local broadcasters are increasing their use of addressable advertising products, and are also expanding their plans for addressable advertising on their Internet portals, reports In-Stat. With the explosion of video, especially broadcast TV programming, flooding onto the Internet, national networks and local broadcasters have an incredible opportunity to become key distributors of addressable advertising that extends beyond traditional TV screens, the high-tech market research firm says. Addressable advertising refers to any form of advertising that is placed under the control of the advertiser.

“We see the worldwide market for addressable advertising infrastructure equipment, software and services showing very strong, sustained growth in each geographic region for at least the next several years,” says Gerry Kaufhold, In-Stat analyst.

Recent research by In-Stat found the following:

The worldwide market value of addressable advertising will exceed US$680 million during 2011.
When a viewer is watching a TV program on the Internet, the play out system can automatically insert very short 5 or 8 second addressable ads.
Competition from cable TV, telcoTV, and Internet TV is heating up, but broadcasters can still hold onto their lead in advertising.
The research, “Addressable Advertising: Broadcast TV Moves onto the Internet” (#IN0703481MBI), covers the worldwide market for addressable advertising. It contains analysis of the drivers and challenges of this market. It also includes forecasts for the value of the software, hardware, and services that pertain to addressable advertising by region, through 2011.


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