National TV networks and local broadcasters are increasing their use of addressable advertising products, and are also expanding their plans for addressable advertising on their internet portals, according to new research from In-Stat.
In-Stat said that with the explosion of video, especially broadcast TV programming, flooding onto the internet, national networks and local broadcasters have an incredible opportunity to become key distributors of addressable advertising that extends beyond traditional TV screens.
Addressable advertising refers to any form of advertising that is placed under the control of the advertiser.
Gerry Kaufhold, In-Stat analyst, said: “We see the worldwide market for addressable advertising infrastructure equipment, software and services showing very strong, sustained growth in each geographic region for at least the next several years.”
The research forecasts that the worldwide market value of addressable advertising will exceed US$680 million during 2011.
EMarketer recently released a forecast which estimates that online ad spending will reach $36.5 billion in 2011 (see Top 10 Ad Agencies See Billings Drop, Whilst Media Agencies Rise).
Meanwhile, Merrill Lynch has estimated 5% UK advertising growth in 2007 (see 5.0% Ad Growth Forecast For UK In 2007).
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