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Thursday, May 08, 2008 --- 77 days ago http://feeds.feedburner.com/~r/Tvovernet/~3/286246003/Yankee+Group+2008+Is+The+H
Yankee
Group announces that there is a significant shift taking place in the advertising
industry—cable and IPTV operators will lose out to internet video platforms in the
competition for the incremental ad revenue that supports investments in interactive
television. By the time cable and IPTV operators will be able to deliver interactivity
to a large number of households, content owners and advertisers will have already
made long-term interactive platform investments online.
According to the recently published Yankee Group Report, The High-Water Mark for Interactive
Cable, digital and interactive advertising is the cornerstone for the infrastructure
investments necessary to support interactive programming. Cable networks will continue
to command large linear audiences and above-the-line advertising revenue, but cable
operators will be limited in their ability to deliver interactive experiences that
can compete with internet video.
“Ubiquitous broadband connectivity is driving a new media mix for time-shifting and
ad-skipping audiences,” said Daniel Taylor, senior analyst, Yankee Group Consumer
Research group. “Advertisers see interactive television as a way to reach viewers
in this increasingly saturated media environment. But in light of recent internet
video developments, it's time for cable operators to face facts about their abilities
to deliver interactive experiences.”
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