広告及びセカンドスクリーン市場

調査会社IDATE社が発行したリサーチレポート(データ管理コード:IDATE509302)
◆英語タイトル:Advertising and the second screen : When TV becomes interactive and targeted
◆発行会社/調査会社:IDATE
◆商品コード:IDATE509302
◆発行日:2015年7月
◆調査対象地域:グローバル
◆産業分野:IT・通信
◆ページ数:56
◆レポート言語:英語
◆レポート形式:PDF
◆納品方式:Eメール
◆販売価格オプション(消費税別)
1-5 UserUSD2,000 ⇒換算¥220,000見積依頼/購入/質問フォーム
Corporate License(全社内共有可)USD3,000 ⇒換算¥330,000見積依頼/購入/質問フォーム
販売価格オプションの説明はこちらで、ご購入に関する詳細案内はご利用ガイドでご確認いただけます。
※お支払金額は「換算金額(日本円)+消費税+配送料(Eメール納品は無料)」です。
※本体価格が¥30,000未満のレポートにつきましては、ハンドリングチャージ¥5,000が別途かかります。
※Eメールによる納品の場合、通常ご注文当日~2日以内に納品致します。
※レポート納品後、納品日+5日以内に請求書を発行し、お客様宛に郵送いたしますので、請求書発行日より2ヶ月以内に銀行振込にて支払をお願いします。(振込先:三菱UFJ銀行/京橋支店/H&Iグローバルリサーチ株式会社)
IDATE社の概要及び新刊レポートはこちらでご確認いただけます。

★グローバルリサーチ資料[広告及びセカンドスクリーン市場]についてメールでお問い合わせはこちら
*** レポート概要(サマリー)***

This report explores how live TV will need to change its advertising practices to handle growing competition from the Internet and protect its status as top mass medium.
It compares the way ad revenue is progressing for both TV and the Internet, and looks at the rapid changes in TV viewers’ behaviour.
The report examines whether live TV needs to borrow certain recipes from the Web, to line up with viewers’ new habits and advertisers’ new demands.
It explores the new possibilities opened up by the simultaneous use of the second screen by TV viewers, to deliver a new, more interactive and targeted experience to users and advertisers alike.
It concludes by assessing the development outlook for these new brands of advertising, and details the obstacles that are likely to impede television’s path to merging with the Internet.

*** レポート目次(コンテンツ)***

1. Executive Summary

2. Methodology & definitions
2.1. General methodology of IDATE’s reports

3. How much does ad revenue contribute to TV financing?
3.1. The weight of advertising in TV financing
3.1.1. At the global level
3.1.2. Regionally
3.2. Growing competition from new ways to watch videos penalising top commercial TV stakeholders
3.2.1. High ownership levels for Internet-ready devices…
3.2.2. … which facilitates the rapid adoption of new viewing habits …
3.2.3. … at the expense of traditional TV
3.3. The ad market’s move to the Internet
3.3.1. Top media groups vying for ad revenue
3.3.2. Internet advertising revenue growing steadily
3.3.3. Reasons for the switch
3.3.4. A challenge for both TV channels and content providers

4. Why TV industry players need to adapt to the new paradigm
4.1. Using second screens as the main tool for targeted and interactive advertising
4.1.1. Using hashtags in TV commercials to get a foot in the door
4.1.2. Use of automatic content recognition software
4.2. Big data and programmatic buying adapted to the TV universe
4.2.1. What is programmatic buying?
4.2.2. The switch to programmatic television
4.3. Advertiser strategies for TV and the second screen
4.3.1. Advertising on the second screen tied in with an airing commercial
4.3.2. Advertising on the second screen tied in with the TV programme

5. What does the future hold for TV advertising?
5.1. Strong belief in the potential of new targeted ad formats, especially in tandem with the second screen
5.2. Developing partnerships between the ecosystem’s existing players
5.3. Still potential obstacles to the development of these new formats
5.3.1. Will consumers embrace these new formats?
5.3.2. Users’ privacy concerns and willingness to identify themselves
5.3.3. More platforms means more challenges
5.3.4. The need to implement new measurement tools
5.3.5. The issue of editorial responsibility

Tables
Table 1: Growth comparison for the number of channels and TV ad revenue in Europe between 2009 and 2013

Figures
Figure 1: Evolution of media ad revenue around the world between 2009 and 2018
Figure 2: Evolution of the global TV market's different sources of financing between 2012 and 2019
Figure 3: How television's sources of financing will change between 2014 and 2019, by region
Figure 4: Comparison of fixed and mobile broadband density levels in a selection of countries, at the end of 2014
Figure 5: Comparison of ownership levels for laptop and desktop computers, tablets and smartphones in a selection of countries, in October 2014
Figure 6: Which devices are used to watch videos, in a selection of countries
Figure 7: Comparison of how many Internet users have watched films or TV programmes online during the past week, by type of service
Figure 8: Change in the top channels' audience share in a selection of countries, between 2003 and 2013
Figure 9: Comparison of ad revenue growth for Europe's top broadcasters between 2010 and 2014
Figure 10: Growth of media ad revenue worldwide between 2009 and 2018
Figure 11: Evolution of regional ad revenue between 2009 and 2018
Figure 12: Evolution of mobile's share of online revenue, 2009 to 2018 21
Figure 13: Evolution of ad revenue generated by social media and OTT video worldwide, and their share of total online ad revenue between 2010 and 2018
Figure 14: How much French TV viewers tweet, by type of programme, in 2014 24
Figure 15: Impact of Twitter on advertising effectiveness
Figure 16: The power of the second screen
Figure 17: How the Chirpify Actiontag Platform works
Figure 18: Use of the SDK Intrasonics solution for a second screen application from automotive manufacturer, KIA, during the Australian Open
Figure 19: How Viggle is used
Figure 20: Example of Beamly integrated into the BBC's catch-up solution, the BBC iPlayer
Figure 21: Examples of the Beamly app used in the UK
Figure 22: The Shazam Engagement Rate
Figure 23: Evolution of programmatic digital video ad spending in the US, 2013 to 2016
Figure 24: How TV Audience Sync from Teletrax works
Figure 25: Illustration of the Honda Jazz application at work
Figure 26: Coca Cola's Chok app
Figure 27: Illustration from the Weetabix second screen campaign
Figure 28: Illustration of the "Tag the ad, get a Pepsi" campaign
Figure 29: Screen shot of the Pillsbury "shazamable" spot
Figure 30: Screen shot of the Waitrose "Blippable" spot
Figure 31: The Heineken Star Player app tied with in Champions League matches
Figure 32: Illustration from a "shazamable" snowboarding competition, aired on NBC and sponsored by Red Bull
Figure 33: Illustration of the Chevrolet Game Time app designed for the Super Bowl 2012
Figure 34: March Madness 2015 live app sponsors
Figure 35: Screen grab from the Dove Men+Care campaign run during March Madness
Figure 36: Lexus sponsored exclusive bonus content for the second screen from the USA Networks series, Psych
Figure 37: Visual of the Verizon sponsorship of the Fox network's Xtra Factor application
Figure 38: Which forms of interactive advertising offer the best money-making opportunities for TV operators
Figure 39: What impact targeted advertising is likely to have on the TV industry
Figure 40: The most promising forms of TV audience targeting
Figure 41: Ad categories that are expected to enjoy the greatest increase in 2015
Figure 42: How ads fare with consumers
Figure 43: Users' ability to notice and be receptive to different ad formats
Figure 44: Market players' view of how consumers will accept new approaches
Figure 45: What kind of user data is currently being collected?
Figure 46: Market players' use of analytics

[Slide Show Contents]
How much does ad revenue contribute to TV financing?
• The weight of ad revenue to TV financing
• Growing competition from new ways to watch videos penalising top commercial TV stakeholders
• The ad market's move to the Internet

Why TV industry players need to adapt to the new paradigm
• Using second screens as the main tool for targeted and interactive advertising
• Big data and programmatic buying adapted to TV
• Advertiser strategies for TV and the second screen

What does the future hold for TV advertising?
• Likely development of new forms of targeted advertising on the second screen in partnership with all of the ecosystem's players
• Still potential obstacles to the development of these new formats

*** 免責事項 ***
https://www.globalresearch.co.jp/disclaimer/


※おすすめ調査資料
  • 世界及び中国のネオペンタン市場
    Global and Chinese Neopentane (CAS 463-82-1) Industry, 2009-2019 Market Research Report is a professional and in-depth market survey on Global and Chinese Neopentane (CAS 463-82-1) industry. The report firstly reviews the basic information of Neopentane (CAS 463-82-1) including its classification, a …
  • 世界のヒステリシスブレーキ市場2016
    Notes:Production, means the output of Hysteresis Brakes Revenue, means the sales value of Hysteresis Brakes This report studies Hysteresis Brakes in Global market, especially in North America, Europe, China, Japan, Southeast Asia and India, focuses on top manufacturers in global market, with product …
  • 世界のレーザー穿孔装置市場:販売動向2018
    In this report, the global Laser Drilling Device market is valued at USD XX million in 2016 and is expected to reach USD XX million by the end of 2022, growing at a CAGR of XX% between 2016 and 2022. Geographically, this report split global into several key Regions, with sales (K Units), revenue (Mi …
  • 世界の脳波用アンプ 市場2015
    The Global Electroencephalography Amplifiers Industry 2015 Market Research Report is a professional and in-depth study on the current state of the Electroencephalography Amplifiers industry. The report provides a basic overview of the industry including definitions, classifications, applications and …
  • 保護コーティング用樹脂の世界市場2017-2021
    About Protective Coating Resins Protective coating resins are predominantly used to achieve corrosion control, temperature resistance, chemical resistance, hardness, and toughness in harsh environments. As such, protective coatings are applied to a surface to ensure protection from external environm …
  • 排煙脱硫(FGD)の世界市場2017-2026
    According to Stratistics MRC, the Global Flue Gas Desulfurization Market is accounted for $ 19.80 billion in 2017 and expected to grow at a CAGR of 6.8% to reach $35.98 billion by 2026. Environmental concerns, strong regulations on sulphur usage are the factors driving the market growth. Innovation …
  • UCM Resita SA (UCM):企業財務及びSWOT分析(エネルギー業界)
    Summary This comprehensive SWOT profile of UCM Resita SA provides you an in-depth strategic analysis of the company’s businesses and operations. The profile has been compiled by GlobalData to bring to you a clear and an unbiased view of the company’s key strengths and weaknesses and the potential op …
  • 中国の建設用石材市場
    The report presents analysis of construction stone market in China. Scope Brief country profile includes general information and main economic indicators and specifies business environment in China Construction Stone market is analyzed by different parameters including domestic production and consum …
  • 世界のホットドリンク(飲料)市場:ニュース、イベント動向(2014年3月)
    Synopsis The report provides a review of the latest news and key events in the global hot drinks market during March 2014. Summary Using this report, marketers will effectively gain an insight into the latest happenings in the global hot drinks market throughout the month. The monthly report provide …
  • 米国のフレキシブルパッケージング(軟包装)市場予測
    The U.S. flexible packaging market has been growing in accordance with the growth in the packaging industry. It isreplacing traditional packaging types such as metal cans. Factors such as growth in consumer preferences for convenient packaging, increase in demand from food & healthcare sector, ease …
※当サイト上のレポートデータは弊社H&Iグローバルリサーチ運営のMarketReport.jpサイトと連動しています。
※当市場調査資料(IDATE509302 )"広告及びセカンドスクリーン市場" (英文:Advertising and the second screen : When TV becomes interactive and targeted)はIDATE社が調査・発行しており、H&Iグローバルリサーチが販売します。


◆H&Iグローバルリサーチのお客様(例)◆


※当サイトに掲載していない調査資料も弊社を通してご購入可能ですので、お気軽にご連絡ください。ウェブサイトでは紹介しきれない資料も数多くございます。
※H&Iグローバルリサーチ(登録第5864124号)及びH&I(登録第5783645号)はH&Iグローバルリサーチ株式会社の商標です。