Summary
フランスの調査会社イダテ社（IDATE）の調査レポート「プログラマティックTV市場: 実現するアドレッサブルTV」は、アドレッサブルTVとコネクティッドTVという2つの主要な参入ポイントの観点から、プログラマティックTV市場の原動力と推進力を分析している。
まず米国/欧州の主要5カ国における国内展開のスナップショットを掲載し、市場の主要プレーヤーが提供するソリューションを分析。第2部では、メディア企業や通信事業者、独立系企業など、主要なプロバイダーが提供するソリューションを紹介。最後にアドレッサブルTVとコネクティッドTVにおける動画広告分野の2024年までの市場予測を掲載している。
SUMMARY
This report analyses the dynamics and momentum of the programmatic TV market from the perspective of its two main points of entry: addressable TV and connected TV.
It begins with a snapshot of national deployments in the United States and five major European countries, providing an analysis of the solutions offered by the leading players in these markets.
The second part looks at the solutions being marketed by the leading providers: media and telecoms companies and independent players.
It concludes with market forecasts up to 2024 for the addressable TV and connected TV video advertising segments.
Along the way, it answers the following questions:
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Will the addressable TV market develop in Europe?
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What are the keys to the success for addressable TV and connected TV markets?
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Who are the trailblazers?
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What is the market outlook for the next five years?
Geographic Aria
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Europe
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France
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Germany
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Italy
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Spain
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United Kingdom
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North America
Players
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4C
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ABC Television Group
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Adobe
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Advertising Cloud DSP
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Altice
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Amazon
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AT&T
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Atresmedia
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BT Sport
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Cablevision
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Canal+
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Channel 4
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Charter Communications
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Comcast
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Cox Communications
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Deutsche Telekom
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DirecTV
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Dish Network
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France Télévisions
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Google
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ITV
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M6
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Magnite
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MediaMath
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Mediaocean
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Mediaset
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NBCUniversal
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Orange
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ProSiebenSat.1
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RAI
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Realytics
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Roku
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RTL Group
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SFR
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Singtel
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Sky
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smartclip
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SpotX
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Telefónica
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TF1
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The Walt Disney Company
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TheTradeDesk
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Time Warner Cable
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Turner Broadcasting
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ViacomCBS
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Virgin Media
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Vizio
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Vodafone
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WarnerMedia
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Xandr
Other Details
The programmatic TV market：Addressable TV becoming a reality
By Jacques Bajon, Consultant, Market Intelligence Business Unit / Media, distribution, telecom-media convergence
62 pages - Published on 23 March 2021
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Reference: M00002MRA
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Delivery: on the DigiWorld Interactive platform
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Languages available: French, English
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Tags: addressable advertising, addressable TV, Connected TV, programmatic TV, segmented TV advertising, video advertising
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Table of Contents
Table of Contents
1. Executive Summary
2. Market dynamics
2.1. Programmatic TV
2.2. Addressable or segmented TV advertising
2.3. All systems go for segmented advertising
2.4. Connected TV market momentum in the United States
2.5. Awareness of a change at work in the sector
3. Programmatic TV market players
3.1. The United States
3.1.1. NBCUniversal
3.1.2. ViacomCBS
3.1.3. Turner Broadcasting
3.1.4. Disney-ABC TV Group
3.1.5. DirecTV/AT&T
3.1.6. Comcast
3.1.7. Dish
3.1.8. Altice USA (Cablevision)
3.1.9. Charter Communications/Time Warner Cable
3.2. The UK
3.2.1. ITV
3.2.2. Channel 4
3.2.3. BT Sport
3.2.4. Virgin Media
3.2.5. Sky
3.3. Germany
3.3.1. RTL Group
3.3.2. ProSiebenSat.1
3.3.3. Deutsche Telekom
3.3.4. Vodafone
3.4. France
3.4.1. TF1
3.4.2. France Télévisions
3.4.3. M6
3.4.4. Canal+
3.4.5. Orange
3.4.6. SFR (Altice France)
3.5. Italy
3.5.1. Mediaset
3.5.2. RAI
3.6. Spain
3.6.1. Atresmedia
3.6.2. Telefónica
4. Programmatic TV solutions providers
4.1. Xandr (WarnerMedia/AT&T)
4.2. Smartclip
4.3. SpotX – Magnite
4.4. Advertising Cloud DSP – Adobe4
4.5. Google Marketing Platform
4.6. Nielsen
4.7. OAR
4.8. Ad Tech platform suppliers
4.9. Media and telecom companies’ Ad Tech platforms
5. Market forecasts
5.1. Addressable TV advertising market trends
5.2. Addressable TV advertising market forecasts
5.3. Connected TV video advertising market trends
5.4. Connected TV video advertising market forecasts
