Cable Operators Get Serious About Advanced Advertising, Report FindsCable network operators have taken measures to set themselves apart from key advertisers in the cable industry, says Light Reading's Cable Industry InsiderPRNewswire NEW YORK, Oct. 1 /PRNewswire/ -- As telcos make inroads into their core video territory, cable network operators are intensifying their evaluation of technologies that allow for a full range of advanced advertising services to better differentiate themselves with key advertisers, according to the latest report published by Light Reading's Cable Industry Insider (http://www.lightreading.com/cable), a subscription research service from TechWeb's Light Reading (http://www.lightreading.com/). Telcos Beware: Cable Takes Aim at Targeted Advertising examines the prospects for advanced advertising deployment by cable operators in North America. It identifies and analyzes the primary options available, and evaluates the key market drivers for deploying advanced advertising systems. The report also profiles and analyzes 12 suppliers with products that specifically enable the creation, delivery, and management of advanced TV advertising. For a list of companies covered in this report, see: http://img.lightreading.com/cii/pdf/cii1008_companies.pdf . "For suppliers, the key to entering the market is to understand the full supply chain of cable advertising and find a particular niche that a solution can fulfill. The successful solutions will be those that are open and flexible, yet unique," notes Craig Leddy, research analyst with Light Reading's Cable Industry Insider and author of the report. "The solutions must easily integrate with cable and advertising infrastructures and be able to deliver accurate, measurable results that clearly demonstrate a return on investment and reinforce their value." Leddy notes that advanced advertising success is, essentially, up to the consumer. However, it is too early in the game to know the outcome. "There will need to be some symmetry in sales practices, operations, methodologies, reporting, and other details of advertising management," he says. Other key findings of Telcos Beware: Cable Takes Aim at Targeted Advertising include the following: -- Success in advanced advertising will be determined by how well each
supplier carves out a niche in the delivery chain
-- For advanced advertising solutions to be successful, they must be open
and flexible yet unique enough so other vendors cannot create a
similar, cheaper solution
-- Supplier opportunities are increasingly marketing ITV, VOD, and ad
solutions to operators, networks, and the advertising community
Telcos Beware: Cable Takes Aim at Targeted Advertising provides critical data and analysis for a range of industry participants, including: -- MSOs seeking independent information on the technologies and vendors
available to fulfill their advanced advertising needs
-- Technology suppliers needing a clear analysis of the current and
projected market opportunity for advanced advertising
-- Investors seeking insight into how the advanced advertising sector
will develop in the cable industry, and which suppliers are best
positioned for success
Telcos Beware: Cable Takes Aim at Targeted Advertising is available as part of an annual subscription (six issues) to Light Reading's Cable Industry Insider, priced at $1,295. Individual reports are available for $900. To subscribe, or for more information, please visit: http://www.lightreading.com/cable. For more information about other Light Reading Insider research services, please visit: http://www.lightreading.com/research. To request a free executive summary of the report, or for details on multi-user licensing options, please contact: Jeff Claudino Director of Sales Insider Research Services 619-229-9940 claudino@lightreading.com Press/analyst contact: Dennis Mendyk Managing Director Insider Research Services 201-587-2154 mendyk@heavyreading.com About Light Reading Founded in 2000, Light Reading (http://www.lightreading.com/) is the ultimate source for technology and financial analysis of the communications industry, leading the media sector in terms of traffic, content, and reputation. It reaches an extensive audience of executives and technologists within the telecom and enterprise networking communities, as well as the financial/industry analysts and investors who track these sectors. Light Reading was acquired by United Business Media in August 2005, and operates as a unit of UBM. About TechWeb TechWeb (techweb.com/aboutus), the global leader in business technology media, is an innovative business focused on serving the needs of technology decision-makers and marketers worldwide. TechWeb produces the most respected and consumed media brands in the business technology market. Today, more than 13.3 million* business technology professionals actively engage in our communities created around our global face-to-face events Interop, Web 2.0, Black Hat and VoiceCon; online resources such as the TechWeb Network, Light Reading, Intelligent Enterprise, InformationWeek.com, bMighty.com, and The Financial Technology Network; and the market leading, award-winning InformationWeek, TechNet Magazine, MSDN Magazine, Wall Street & Technology magazines. TechWeb also provides end-to-end services ranging from next-generation performance marketing, integrated media, research, and analyst services. TechWeb is a division of United Business Media, a global provider of news distribution and specialist information services with a market capitalization of more than $2.5 billion. * 13.3 million business decision-makers: based on # of monthly connections About United Business Media Ltd. United Business Media Limited is a leading global business media company. We inform markets and bring the world's buyers and sellers together at events, online, in print, and with the information they need to do business successfully. We focus on serving professional commercial communities, from doctors to game developers, from journalists to jewelry traders, from farmers to pharmacists around the world. Our 6,500 staff in more than 30 countries are organized into specialist teams that serve these communities, helping them to do business and their markets to work effectively and efficiently. For more information, go to http://www.unitedbusinessmedia.com/. SOURCE: Light Reading?s Cable Industry Insider CONTACT: Jeff Claudino, Director of Sales, Insider Research Services, Web Site: http://www.lightreading.com/ |