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Programmatic TV to Addressable TV

Programmatic TV to Addressable TV

Market Study
Published: August 2017
Pages: 43
Research from: iDate
Sector: Media & Entertainment

From: GBP 1818.00
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In a context where linear TV consumption is declining, and where the Internet presents fierce competition in terms of viewing time and its ability to attract ad spend from advertisers, the TV sector is looking to reinvent itself so it can remain attractive and still benefit from bountiful advertising budgets.
With individualisation of audiovisual consumption, the popularity of pay-TV in most Western countries and TV sets now connected to the Internet, it is now technically possible to offer advertisers similar conditions to those they enjoy on the Internet.

This study seeks to clarify the different flavours of programmatic TV, the advantages and disadvantages, how the new value chain is organised and who the major players are.

It also analyses the strategies being taken by broadcasters, satellite operators, cable operators and telcos. The opportunities and threats with programmatic for all TV stakeholders are also examined.

Finally, it looks at the key factors that will influence future growth of this market and provides forecasts for the market in 2021.

 

Adapting programmatic advertising to the world of TV

The different forms of programmatic TV
Advantages and disadvantages of targeted ads on TV
Programmatic TV organisation and players
TV broadcaster positioning

Broadcasters in test phase
TV distributors, the major players of addressable and programmatic TV
Market forecasts

Factors likely to affect the growth of programmatic TV
Market forecasts for 2021

 

 

Geographic Area and Players

Geographic Area

EUROPE
France
Germany
United Kingdom

WORLD

NORTH AMERICA
United States

Players
ABC TV Group
Accenture
Adap.tv
ADEX
Apple
AT&T
AudienceXpress
Bouygues Telecom
BT Sport
Cablevision
Canal+
CBS
Channel 4
Chromecast
Clypd
Comcast
Comscore
Cox
DataXu
DirecTV
Dish
DoubleClick
Facebook
Fox
Fox Sports
Foxtel
France Télévisions
FreeWheel
GABBCON
Google
GroupM
Horizon Media
Hulu
Invidi
ITV
M6
MCN
Mediaocean
Mediaset
NBCUniversal
NextRadio TV
Omnicom Media Group
ONE by AOL
Orange
ProSiebenSat.1
RAI
Roku
RTL Group
SFR
Sky
SmartStream
SpotXChange
Starcom MediaVest Group
StickyAds
Ten Network
TF1
thePlatform
Time Warner
TiVo Research
TubeMogul
Turner Broadcasting
Verizon
Viacom
VideoAmp
Videology
Virgin Media
Virtual Minds
Visible World
YuMe

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