Global Ad Insertion Servers Industry

  • July 2012
  • -
  • Global Industry Analysts
  • -
  • 519 pages

This report analyzes the worldwide markets for Ad Insertion Servers in US$ Million. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, and Rest of World. Annual estimates and forecasts are provided for the period 2009 through 2018. The report profiles 57 companies including many key and niche players such as Alcatel-Lucent SA,Anevia S.A.S, ARRIS Group, Inc., Beijing Topreal Technologies Co., LTD., Castis Co., Ltd., Cisco Systems, Inc., Concurrent Computers Corporation, Edgeware AB, Harmonic, Inc., Harris Corporation, Limelight Networks, Inc., mDialog Corp., Motorola Mobility Holdings, Inc., NDS Limited, RGB Networks, SeaChange International, Telefonaktiebolaget L. M. Ericsson, and This Technology, LLC. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based upon search engine sources in the public domain.

Table Of Contents




I. INTRODUCTION, METHODOLOGY and PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation and Reporting Level I-2
Quantitative Techniques and Analytics I-3
Product Definitions and Scope of Study I-3


II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
A Quick Primer II-1
Impact of Recession II-2
Economy on the Recovery Mode II-2
Segment Review II-2
Cable Ad Insertion Server Market II-2
Telecom Ad Insertion Server Market II-3
Broadcast Ad Insertion Server Market II-4
Competitive Landscape II-4
Noteworthy Trends and Issues II-4
Rising Demand for Dynamic Video Services: Opportunities for
Advertisers II-4
Shift towards All Digital Networks Offers Growth Prospects II-6
Localization in Digital Ad Insertion Gains Ground II-6
Addressability: A Key Focus Area in Ad Insertion II-6
Standards Facilitate Digital Ad Insertion II-7

2. ADVERTISING: AN ESSENTIAL MARKETING ACTIVITY II-8
A Prelude II-8
Digitization Bodes Well for Advertising Industry II-8
Digital Advertising Finds Favor among Traditional TV Networks II-9
Digitization Efforts Underway II-9
Advanced Advertising: High Growth Prospects II-9
Personalized Advertising II-10
Content-Based Advertising II-10
Telescoping Advertising II-11
Television Advertising: Steady Growth Prospects II-11
Table 1: World Advertising Expenditure by Region (2011):
Percentage Share Breakdown for North America, Europe,
Asia-Pacific, Latin America, and Rest of World (includes
corresponding Graph/Chart) II-11

Table 2: World Advertising Expenditure by Medium (2011):
Percentage Share Breakdown for Television, Newspapers,
Internet, Magazines, Radio, and Others (includes
corresponding Graph/Chart) II-12
Advanced Television Advertising: Enabling Consumer Targeting II-12
High Potential for Local Ad Insertion II-13
Internet: Posing Stiff Challenge to Television II-13
Addressable Advertising: The Focus Area II-13
Addressable Advertising: Distribution Methods II-14
Online Advertising II-14
Video-on-Demand (VoD) II-15
Subscription TV II-15
Advertising for Broadcasters II-15
Personalized TV II-16
IPTV Advertising Market II-16
Advantages of IPTV II-17
Advertising Options for IPTV Providers II-17
Linear Ad Insertion II-18
Interactive Advertising II-18
Video-on-Demand Advertising II-19
Multi-Platform Ad Campaigns II-19
Ad Insertion System in IPTV Network II-19
IPTV Advertising: An Opportunity for Telecom Operators II-19

3. AD SERVING: THE CORE OF MARKETING INITIATIVES II-20
A Primer II-20
Ad Servers Market: New Strategies Shape Dynamics II-20
Digitization Mandates Foster Sales of Ad Servers II-21
Ad Serving Market Moves towards Integrated Platforms II-21
Technology Vendors Focus on Ad Serving Solutions for Alternate
Media Channels II-21
Leading Digital Ad Serving Solutions II-22

4. PRODUCT OVERVIEW II-23
What is Ad Serving? II-23
Introduction to Ad Server II-23
Ad Serving: How Does it Work? II-23
Types of Ad Servers II-24
Common and Advanced Functions of Ad Servers II-24
Methods of Ad Serving II-25
Ad Insertion Server II-25
Major Ad Insertion Techniques - An Overview II-26
Play Listing Technique II-26
In-Stream Advertising II-26
Ad-Splicing Technique II-26
Server-Side Ad-Splicing Technique II-27
Ad Insertion Technology II-27
Digital Program Insertion - Enabling Seamless Ad Insertion II-28
Ad Insertion in Cable Broadcast Networks II-29

5. PRODUCT INNOVATIONS/INTRODUCTIONS II-30
ADTECH Unveils ADTECH Mobile SDK II-30
Adobe Launches Primetime Platform II-30
Panache Unveils Digital Video Insertion Technology for HTTP
Live Streaming Standard II-30
mDialog Offers In-Stream Real-Time Video Ad Support for Roku
Streaming Media Player II-31
This Technology Launches SpotLinkâ„¢ Software II-31
OpenX Introduces New Version of OpenX Enterprise in New Version II-32
This Technology Launches SpotLink Data Boundary Manager and
SpotLink Ad Decision Service Router II-32
EVS Launches Epsio.Air II-33
Limelight Networks Introduces Limelight REACH Interactive II-33
Panache Unveils New Technology for Digital Video Ad Insertion II-33
Google Launches DoubleClick for Publishers II-34
Triton Digital Unveils Targeted Ad Injector Technology II-34
mDialog Introduces Upgraded Version of Real-Time In-Stream Ad
Insertion Solution II-35
Break Media Introduces Apex Ad server II-35
Atex Introduces Ad server Integration Advertising Module II-35
Limelight Networks Rolls Out Limelight ADS for Open AdStream® II-36
Vdopia Rolls Out iVdopia Mobile Advertising Platform and Network II-36
Vdopia Introduces VLIVE Online Live Streaming Ad Insertion
Platform II-36
RGB Upgrades Broadcast Network Processor with Enhanced Ad
Insertion Capability II-37
tyBit Introduces tyBit Ad server II-38

6. RECENT INDUSTRY ACTIVITY II-39
OpenX Technologies Takes Over LiftDNA Supply-Side Platform II-39
Roger Communications Deploys BlackArrow Advanced Advertising
System II-39
Adobe Systems Acquires Auditude II-40
Arris Networks Takes Over BigBand Networks II-40
Google Takes Over Motorola Mobility II-40
24/7 Real Media Takes Over Panache® II-40
NBCUniversal Teams Up with Comcast for Dynamic Ad Insertion II-41
Mocean Mobile Inks Multi-Year Agreement with Poynt II-41
Integri Entertainment Selects ADTECH for Playwire II-42
Triton Digital Media Takes Over StreamTheWorld II-42
Limelight Networks Acquires EyeWonder II-43
Google Acquires Episodic II-43
Tektronix Takes Over Mixed Signals II-43
RGB Networks Takes Over RipCode II-44
The Rubicon Project Takes Over Fox Audience Network II-44
Inlet Technologies Partners with Vertigo, Omneon and mDialog II-45
Auditude Forges Technology Partnership with Inlet Technologies II-45
Atex Partners with BLOOM Digital Platforms II-46
Cyber Communications Partners with OpenX Technologies II-46
Orange Partners with OpenX for Orange Ad Market II-47
Smart AdServer Inks Contracts with Reed, Wolter and Nextradio II-48
Smart AdServer Inks Contracts with Netinfo, Myads and McCann II-48
Anima Publisher Selects Advertising Delivery Tool of Smart
AdServer II-48
Limelight Networks Acquires Kiptronic II-48
RGB Networks and SeaChange Ink Reseller Agreement II-49
ZEDO and eXelate in Partnership for Behavioral Targeting Data II-49
Edgeware and Avtrex Partner to Offer Trick Play and Ad-
Insertion Functionalities II-50

7. FOCUS ON SELECT PLAYERS II-51
Alcatel-Lucent SA (France) II-51
Anevia S.A.S (France) II-51
ARRIS Group, Inc. (US) II-52
Beijing Topreal Technologies Co., LTD (China) II-52
Castis Co., Ltd. (South Korea) II-52
Cisco Systems, Inc. (US) II-53
Concurrent Computers Corporation (US) II-53
Edgeware AB (Sweden) II-54
Harmonic, Inc. (US) II-54
Harris Corporation (US) II-54
Limelight Networks, Inc. (US) II-55
mDialog Corp. (US) II-55
Motorola Mobility Holdings, Inc. (US) II-55
NDS Limited (UK) II-56
RGB Networks (US) II-56
SeaChange International (US) II-57
Telefonaktiebolaget L. M. Ericsson (Sweden) II-57
This Technology, LLC (US) II-57

8. GLOBAL MARKET PERSPECTIVE II-58
Table 3: World Recent Past, Current and Future Analysis for Ad
Insertion Servers by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific, and Rest of World Markets Independently
Analyzed with Annual Revenue Figures in US$ Million for the
2009 through 2018 (includes corresponding Graph/Chart) II-58

Table 4: World 10-Year Perspective for Ad Insertion Servers by
Geographic Region - Percentage Breakdown of Revenues for US,
Canada, Japan, Europe, Asia-Pacific, and Rest of World Markets
for the Years 2009, 2012, and 2018 (includes corresponding
Graph/Chart) II-59


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Overview III-1
Product Innovations/Introductions III-1
Strategic Corporate Developments III-8
Key Players III-15
B.Market Analytics III-20
Table 5: The US Recent Past, Current and Future Analysis for
Ad Insertion Servers Analyzed with Annual Revenue Figures in
US$ Million for the 2009 through 2018 (includes
corresponding Graph/Chart) III-20

2. CANADA III-21
A.Market Analysis III-21
Outlook III-21
Strategic Corporate Developments III-21
B.Market Analytics III-23
Table 6: Canadian Recent Past, Current and Future Analysis
for Ad Insertion Servers Analyzed with Annual Revenue
Figures in US$ Million for the 2009 through 2018 (includes
corresponding Graph/Chart) III-23

3. JAPAN III-24
A.Market Analysis III-24
Outlook III-24
Promising Prospects for Ad Servers Market III-24
Mobile Ad Market: An Overview III-24
Strategic Corporate Development III-24
B.Market Analytics III-26
Table 7: Japanese Recent Past, Current and Future Analysis
for Ad Insertion Servers Analyzed with Annual Revenue
Figures in US$ Million for the 2009 through 2018 (includes
corresponding Graph/Chart) III-26

4. EUROPE III-27
A.Market Analysis III-27
Outlook III-27
Product Innovations/Introductions III-27
Strategic Corporate Developments III-28
Key Players III-30
B.Market Analytics III-33
Table 8: European Recent Past, Current and Future Analysis
for Ad Insertion Servers by Geographic Region - France,
Germany, Italy, UK, and Rest of Europe Markets Independently
Analyzed with Annual Revenue Figures in US$ Million for the
2009 through 2018 (includes corresponding Graph/Chart) III-33

Table 9: European 10-Year Perspective for Ad Insertion
Servers by Geographic Region - Percentage Breakdown of
Revenues for France, Germany, Italy, UK, and Rest of Europe
Markets for the Years 2009, 2012, and 2018 (includes
corresponding Graph/Chart) III-34

5. ASIA-PACIFIC III-35
A.Market Analysis III-35
Outlook III-35
A Major Advertising Market III-35
Product Innovations/Introductions III-35
Key Players III-36
B.Market Analytics III-37
Table 10: Asia-Pacific Recent Past, Current and Future
Analysis for Ad Insertion Servers Analyzed with Annual
Revenue Figures in US$ Million for the 2009 through 2018
(includes corresponding Graph/Chart) III-37

6. REST OF WORLD III-38
Market Analysis III-38
Table 11: Rest of World Recent Past, Current and Future
Analysis for Ad Insertion Servers Analyzed with Annual
Revenue Figures in US$ Million for the 2009 through 2018
(includes corresponding Graph/Chart) III-38


IV. COMPETITIVE LANDSCAPE

Total Companies Profiled: 57 (including Divisions/Subsidiaries - 59)

The United States (31)
Canada (2)
Europe (17)
- France (4)
- Germany (1)
- The United Kingdom (4)
- Rest of Europe (8)
Asia-Pacific (Excluding Japan) (8)
Latin America (1)

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