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Advanced Advertising Standards Proposals TV Anytime Forum September 20, 2004 Jim Théberge, ATSC S8-3 Chair Email: [email protected] Market State & Direction • DVRs are beginning to enjoy explosive growth – Cable vs. Satellite – HD Cost – Consumer Acceptance • Ad-skipping is a real threat – CNW research: DVR users skip ads 72.3% of the time – ANA survey: 75% of advertisers are planning to cut their broadcast ad budgets - one quarter of these will cut by 41% or more as DVRs become mainstream – Forrester estimates DVRs will lower spending on TV commercials by $7 billion in 2007. – The Yankee Group: The ad-funded television industry “will feel the impact in mid-to-late 2005 when PVR penetration grows to 10 million subscribers. This subversion of the ad-sponsored TV model eventually will disrupt the entire value chain for television.“ • Something must be done to preserve the prime business model of television. A standard must be developed to allow broadcasters to leverage DVRs for advertising rather than be victimized by them. Such a standard would allow the future of TV advertising to unfold in a more dynamic way…. The Future of TV Advertising Old Static Ad Avail Mappings Ad POD 1 Program Block 1 Ad POD 2 Program Block 2 Ad POD 3 Program Block 3 Program Block 4 New Dynamic Ad Avail Mappings Product Placement Telescoping Ad Telescoping Ad to Long Form Ad In-Nav igation Ad Targeted Ads Sponsored Show Bonus Material Skipped Ad Product Placement Telescoping Ad w/ Transaction Capability Scope of Standards Work • Such a standard would seek to define a protocol for the carriage of metadata in an ATSC DTV broadcast stream to enable linkage to non-real-time-delivered video in support of the following advanced advertising applications: – Extended Advertising • Telescoping long-form ads from traditional 30 sec ads or from product placement segments within programs • Sponsored extended viewing material for programs (e.g. blooper reel, behind the scenes footage, actor interviews, etc…) – Targeted advertising • Personalized ad replacement based on viewer preferences or media consumption habits – EPG advertising presentation • Compelling opt-in ad segments, navigational ad interstitials Next Steps • • • • ATSC AS recommendation to move forward Develop requirements document Develop associated project schedule Recruit stakeholder support for the working group • Get to work! Thank you TV Anytime Forum September 20, 2004 Jim Théberge, ATSC S8-3 Chair Email: [email protected]