Skip to main content

U.S. Cable MSOs Ready to Deploy ITV Advertising

With close to 25 million cable digital set-top boxes (STBs) now enabled to deploy interactive features -- using enhanced binary interchange format (EBIF) technology -- U.S. cable operators will likely introduce more interactive advertising services in 2011, according to the latest market study by Heavy Reading.

"After years of empty talk and dashed promises, cable appears closer than ever to establishing a viable, widely deployed platform for ITV advertising and t-commerce," notes Craig Leddy, research analyst with Heavy Reading.

In 2011, consumers increasingly will see ads that enable them to use their TV remote to click for more information, get a coupon, request a sample, answer poll questions, or purchase products directly through their TV.

Deployment of ITV-capable set-tops is fast reaching the level that can support interactive ad initiatives, Leddy says.

Based upon the MSOs' tallies of EBIF-ready STBs, the industry is well on its way to reaching its 25 million goal, though there are still several steps before all of those boxes are running ITV apps.

Cable is forging ahead with ITV ad and t-commerce plans that could give ITV a much-need revenue injection so that apps of all kinds make their way to the TV screen.

Given the rising adoption of over-the-top (OTT) video services, I believe that the challenge for MSO marketing leadership will be to translate the ITV capabilities into a meaningful subscriber benefit. With increasing competition in the U.S. video entertainment market, offering new value-add capabilities for consumers is now a high priority.

Key findings from the market study include:

- The U.S. cable industry is making progress in its effort to create a national platform for ITV advertising.

- Four major programmers are now positioned to accept ITV ad orders by advertisers.

- Initial results of ITV ads and t-commerce are encouraging but must be proven on a mass scale.

- Challenges remain as proponents must win over more programmers, advertisers, and consumers.

- Current efforts precede more ITV activity through tru2way, IP, and cross-platform technology.

Popular posts from this blog

Demand for Quantum Computing as a Service

The enterprise demand for quantum computing is still in its early stages, growing slowly. As the technology becomes more usable, we may see demand evolve beyond scientific applications. The global quantum computing market is forecast to grow from $1.1 billion in 2022 to $7.6 billion in 2027, according to the latest worldwide market study by International Data Corporation (IDC). That's a five-year compound annual growth rate (CAGR) of 48.1 percent. The forecast includes base Quantum Computing as a Service, as well as enabling and adjacent Quantum Computing as a Service. However, this updated forecast is considerably lower than IDC's previous quantum computing forecast, which was published in 2021, due to lower demand globally. Quantum Computing Market Development In the interim, customer spend for quantum computing has been negatively impacted by several factors, including: slower than expected advances in quantum hardware development, which have delayed potential return on inve

AI Semiconductor Revenue will Reach $119.4B

The Chief Information Officer (CIO) and/or the Chief Technology Officer (CTO) will guide Generative AI initiatives within the large enterprise C-Suite. They may already have the technical expertise and experience to understand the capabilities and limitations of Gen AI. They also have the authority and budget to make the necessary investments in infrastructure and talent to support Gen AI initiatives. Enterprise AI infrastructure is proven to be expensive to build, operate and maintain. That's why public cloud service provider solutions are often used for new AI use cases. AI Semiconductor Market Development Semiconductors designed to execute Artificial Intelligence (AI) workloads will represent a $53.4 billion revenue opportunity for the global semiconductor industry in 2023, an increase of 20.9 percent from 2022, according to the latest worldwide market study by Gartner. "The developments in generative AI and the increasing use of a wide range AI-based applications in data c

Global Public Cloud Spending to Reach $1.35T

Most digital transformation is enabled by cloud solutions. Worldwide spending on public cloud services is forecast to reach $1.35 trillion in 2027, according to the latest worldwide market study by International Data Corporation (IDC). Although annual spending growth is expected to slow slightly over the 2023-2027 forecast period, the market is forecast to achieve a five-year compound annual growth rate (CAGR) of 19.9 percent. "Cloud now dominates tech spending across infrastructure, platforms, and applications," said Eileen Smith, vice president at IDC . Public Cloud Services Market Development IDC believes that most organizations have adopted the public cloud as a cost-effective platform for hosting enterprise applications, and for developing and deploying customer-facing solutions. Looking forward, the cloud computing model remains well positioned to serve customer needs for innovation in application development and deployment -- including as data, artificial intelligence