Videoplaza have launched the findings of their study into the world of connected devices exclusively at AdMonsters’ OPS TV in New York on July 11 2012. The report is titled A Future for TV: IP-delivered video advertising in a connected world
We’ve summarised some of the key points below but you can access the full detailed report here.
Whilst TV advertising will remain one of the most popular mediums – both with consumers and advertisers, it is experiencing flat or minimal growth in many markets. In order to stimulate growth in this market the report details that broadcasters and publishers in general must embrace IP-delivered video and monetize it effectively.
The increasing array of connected devices available and being used by consumers is shaping the IP-delivered video landscape. If personal devices such as smartphones are taken into account, there are already more connected devices than PC or TV households in developed markets.
This requires media owners to develop services which can be accessed via these devices or risk missing out on growth, and losing ground to competitors.
This surge in connected devices is leading to a double fragmentation for media owners – a horizontal fragmentation of their aggregate audience across de- vices, and a vertical fragmentation of individual consumption – split across that individual’s device portfolio.
This ultimately affects delivery cost and ability to monetize an audience reach scattered across devices. In order to ensure that integration costs for developing connected device applications are kept low, media owners are increasingly devolving aspects of service management to third parties.
Audience reach must be complemented by advertising reach, as even in times of technological innovation and new marketing paradigms, audience reach re- mains the most critical asset brand advertisers are looking for in media proper- ties.
Re-uniting the audience fragmented across devices with a comprehensive advertising strategy is essential. Such a strategy must be both device-agnostic – ensuring that each device, in- dependent of its specific properties can be reached by advertisers effortlessly, but device-committed – technical integration of advertising must fit the specific device in terms of user experience and context of use.
Get the full detailed report here.