Accenture Digital Advertising Study Part 4

Accenture has issued Part 4 of its Digital Advertising Study. This part of the study focuses on how digital advertising will change the advertising value chain.

Accenture's study shows that 49 percent of those surveyed believed that digital medial will become the primary form of programming and advertising content within five years. Accenture believes that new digital media are set to undermine the current TV based structure in the next few years by turning advertising into a two-way interactive experience for each consumer, and by ruthlessly highlighting the real performance and returns generated by campaigns

The study also shows that 75 percent of the respondents believe that the advertising agencies and the broadcasters have the most to lose in this transition. Accenture believes that those most at risk are the companies that do not embrace the new technologies and business models.

This is an interesting series of reports that highlight what the Telco IPTV industry must do in order to reach its full potential.

Accenture Digital Advertising

Accenture has issued Part 3 of its series on The Future of Digital Advertising. It examines the degree that the advertising industry is prepared for the technological changes that are coming with the new digital techniques. The report finds that:

• The migration to digital technology will challenge the advertising industry in virtually all aspects of what it does — its business models, its culture, its customer relationships, and even how it is compensated.
• The advertising industry is not well prepared for the new technology.
• Advertising will move to three screen strategies that will encompass the TV, the PC, and the mobile handset.
• The new technology entrants such as the online search companies may have the most to gain from digital advertising.

This is an interesting set of reports that is well worth reading. All of this uncertainty is clearly creating opportunities for creative approaches and new entrants.

Accenture Reports on Digital Advertising

Accenture has published brief results of a survey on Digital Advertising in two parts at the following link. There were only a few results published, including:

• 79 percent say that advertising will become more performance based.
• 87 percent say that analytics will become more accurate and more critical to the business.
• 97 percent say that advertising relationships with customers will become more interactive.
• 52 percent of DVR users skip all ads and 36 percent skip most ads.

None of these results is surprising, but it is interesting to see them confirmed. The reports give some of the background behind these numbers.

Accenture Online Advertising Report

Accenture has released a new report on online advertising. It finds that the content providers are embracing the Internet and other new technologies that promise to change their industry. They expect that user control is becoming very important. These content companies expect they are in the best position to profit from these changes.

These people also expect that advertising support is going to remain the predominant means of monetizing their content; however the nature of this advertising will change. While they expect that audience measurement will be the primary way of pricing advertising, interactive approaches that include cost per click or cost per action will become nearly important.

This report is well worth downloading and reviewing. It shows that fundamental changes are actually starting to happen.

New Accenture IPTV Survey

Accenture has just released its IPTV Monitor - Issue 4, which reviews that global status of IPTV. It also gives the results from surveys. One interesting result is that nearly half of the respondents to one survey felt that targeted advertising will become an important revenue source from IPTV services. Another survey found that more than one third of the service providers surveyed believe that competition from cable, satellite, and digital terrestrial is the single biggest obstacle to IPTV adoption.

Like its other IPTV Monitor's, Issue 4 is well worth downloading and reviewing. Download the earlier issues as well, if you have not seen them.

IPTV Confidence Building

Accenture has released its third survey on IPTV. This one shows strong confidence in the outlook for IPTV revenues in telecom executives is almost evenly strong in every geographic area of the world. A summary is provided in this post but the report is well worth reading and can be found at

http://www.accenture.com/Microsites/Internet_Protocol_TV/Research_and_Insights/IPTVMonitor3.htm?c=cht_icwem9_0307&n=em9-1

The survey found advertising and subscription fees will be the most important sources of IPTV revenue. It also found that the most important business benefit of IPTV is establishing new revenue streams followed by acquiring new customers and increasing the take up of broadband services. The survey found that the most important obstacle to IPTV adoption is video quality issues today and increased competition from cable and satellite services in the future.

This is a very interesting survey that is well worth reading. If you have not read the previous two, you should download them and read them as well.

What was surprising was the importance put on advanced advertising strategies, none of which have appeared as a part of an IPTV service as yet. The short term concern about quality shows the immaturity of these services. Competition will become the major issue before long.