HDTV, VOD to help drive digital addressable ads on cable

April 10, 2007

According to a new In-Stat report, HDTV and video on demand will provide long-term growth for addressable advertising on cable TV.

Additionally, the worldwide annual value of digital addressable advertising equipment, software, systems and services is likely to exceed $540 million during 2011, according to In-Stat.

By the end of 2011, 4000 cable headends worldwide will have two-way, digital capabilities, said In-Stat analyst Gerry Kaufhold.

A new In-Stat report, "Addressable Advertising: Digital Cable TV Systems," found that digital addressable ads will help to expand the market for cable TV advertising services, and that switched digital video (SDV) will propel digital addressable advertising that supports narrowcast TV program streams delivered via cable.

For more information, visit www.in-stat.com.

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