TV has long been the poster-child for the advertising industry, but its ability to deliver mass audiences is increasingly coming under scrutiny. In recognition of this changing environment, Informa Telecoms & Media has taken a converged approach to its advertising research.
Informa forecasts show that by 2017 the traditional TV advertising market will be worth US$202 billion globally but the key emerging area of online video advertising – bolstered by important new sectors like tablets and smart TVs - will be valued at a further US$19 billion.
After the global drop experienced in 2009, net TV advertising revenues maintained their return to growth in 2011, with a 3.9% expansion year-on-year taking the global value to US$153.6 billion. Informa’s forecast for 2012 is for a 4.1% global increase, a relatively modest gain, particularly given that 2012 is one of the much-anticipated “quadrennial” years which feature a US Presidential election and a Summer Olympics (with the London Olympics also in an ad-friendly time zone for many of the world’s top markets).
On top of this, there were other positive indicators for 2012, including the EURO 2012 soccer tournament and the prospect of Japan – the world’s second-biggest advertising market – bouncing back from a natural disaster-affected 2011.
Against this backdrop, a 4.1% global increase is significantly lower than would be anticipated in “normal” circumstances. A major reason for this, of course, is the still-patchy recovery from the world-wide economic difficulties.
More positive news is coming from the increasingly important online video sector, which is forecast to grow by 26% over the 2011 to 2017 period. However, from an OTT advertising perspective, two of the most crucial things that service providers must get right over the next five years are monetizing content on devices beyond the PC, and monetizing live content. Not doing so will have very serious revenue implications.
This new research report provides in-depth analysis and forecasts for net TV advertising expenditure alongside online video advertising - allowing you to see how these two key areas interact with, and impact upon, each other in key territories.
Global TV and Online Video Advertising Forecasts accurately reports net TV advertising revenues received by the channels and networks. New for this edition is a major new section of analysis and forecasts for the increasingly dynamic online video advertising sector. Highlights of the forecasts include:
- Net TV advertising revenues for 53 countries
- OTT video advertising revenues for 13 countries
- Core, aggressive and conservative scenarios
- Breakdowns for Tablet and Smart-TV OTT video
This report would be of interest to anyone whose business is dependent upon, or could become increasingly reliant upon, an advertising-based model. For more information go to: https://commerce.informatm.com/reports/main/global-tv-advertising-forecasts-5th.html
