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

Why GenAI Investment will Double in 2024

In 2024, every business can be a technology-driven business. The quest for business technology leadership skills, and digital transformation, will gain new momentum as more organizations seek ways to drive net-new digital growth. Large enterprises will invest more than $19.4 billion worldwide in Generative Artificial Intelligence (GenAI) solutions in 2023, according to the latest market study by International Data Corporation (IDC). This spending, which includes GenAI software as well as related infrastructure hardware and IT or business services, is expected to more than double in 2024 and reach $151.1 billion in 2027 -- that's with a compound annual growth rate (CAGR) of 86.1 percent over the 2023-2027 forecast period. Artificial Intelligence Market Development Despite the recent IT headwinds in 2023, business leaders accelerated their exploration of GenAI solutions to help boost their digital business transformation. "In 2024, the shift to AI everywhere will enter a critic