by David Goetzl, Thursday, October 15, 2009, 5:00 AM
Comcast COO Steve Burke has hyped the potential for massive growth from advanced advertising platforms being developed by Canoe Ventures. A new report seems to buttress his confidence, projecting industry-wide revenues in the emerging field will top $4 billion in 2014.
Advanced advertising is somewhat of a catch-all term encompassing addressable opportunities as well as interactive. Cable operators have deployed some or both at local levels, while Canoe -- a consortium of the six largest cable distributors, including Comcast -- promises to activate them on a national level.
Satellite operators have offered interactive options, though in fewer homes than Canoe could potentially reach.
Research firm Parks Associates predicts
Cable operators such as Comcast may be facing a soft ceiling on revenues from traditional cable subscriptions and are searching for new revenue streams. (The possible NBC Universal acquisition would be a dynamic example.)
Parks Associates forecasts the $4 billion for advanced advertising dollars in 2014 will account for about 12% of all ad revenue from cable, DBS and telco TV providers.
That $4 billion figure in 2014 would also be 73% higher than the 2013 projection.
Canoe plans on offering an iTV option for lead generation, where a viewer can opt-in to receive a special promotion or coupon from a marketer, simply by using a remote control. Also under the advanced advertising umbrella as growth drivers, Parks Associates said, are long-form VOD ads; marketing messages delivered via DVRs; and banners on interactive program guides.
Leave a comment