【レポートの概要（一部）】
1. Executive Summary
2. Methodology & definitions
2.1. General methodology of IDATE’s reports
3. How much does ad revenue contribute to TV financing?
3.1. The weight of advertising in TV financing
3.1.1. At the global level
3.1.2. Regionally
3.2. Growing competition from new ways to watch videos penalising top commercial TV stakeholders
3.2.1. High ownership levels for Internet-ready devices…
3.2.2. … which facilitates the rapid adoption of new viewing habits …
3.2.3. … at the expense of traditional TV
3.3. The ad market’s move to the Internet
3.3.1. Top media groups vying for ad revenue
3.3.2. Internet advertising revenue growing steadily
3.3.3. Reasons for the switch
3.3.4. A challenge for both TV channels and content providers
4. Why TV industry players need to adapt to the new paradigm
4.1. Using second screens as the main tool for targeted and interactive advertising
4.1.1. Using hashtags in TV commercials to get a foot in the door
4.1.2. Use of automatic content recognition software
4.2. Big data and programmatic buying adapted to the TV universe
4.2.1. What is programmatic buying?
4.2.2. The switch to programmatic television
4.3. Advertiser strategies for TV and the second screen
4.3.1. Advertising on the second screen tied in with an airing commercial
4.3.2. Advertising on the second screen tied in with the TV programme
5. What does the future hold for TV advertising?
5.1. Strong belief in the potential of new targeted ad formats, especially in tandem with the second screen
5.2. Developing partnerships between the ecosystem’s existing players
5.3. Still potential obstacles to the development of these new formats
5.3.1. Will consumers embrace these new formats?
5.3.2. Users’ privacy concerns and willingness to identify themselves
5.3.3. More platforms means more challenges
5.3.4. The need to implement new measurement tools
5.3.5. The issue of editorial responsibility
【レポート販売概要】
■ タイトル：広告及びセカンドスクリーン市場■ 英文：Advertising and the second screen : When TV becomes interactive and targeted
■ 発行日：2015年7月
■ 調査会社：IDATE
■ 商品コード：IDATE509302
■ 調査対象地域：グローバル
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