Once upon a time there used to be this box in the living room called a TV set. Now there are many boxes in the living room. And they all connect to the TV set. There are Rokus and Xboxes and Wiis and Playstations and Apple TV and Boxees. With all these players, it’s no surprise the market is expected to grow quickly and with that growth, advertisers are eager to figure out how they can participate in the over-the-top TV business.
The research firm The Diffusion Group reported that the market for Internet video to the TV will grow nearly six times in the next five years. By 2014 revenue from over-the-top services will reach $5.6 billion, the group found.
“Current hardware trends [are] fueling this growth, specifically the ongoing shift to broadband-enabled TVs and the rapid diffusion of ancillary web-enabled platforms such as game consoles, Blu-ray players, and hybrid set-top boxes. Widespread penetration of such platforms will set the stage for a rapid uptake of Internet-to-TV video services, both pay-per-view and subscription-based,” TDG said.
At ad:tech San Francisco, we’ve tapped Revision3 CEO and tech expert Jim Louderback to lead a session on the advertising opportunities in the last ten feet in the living room. He’s one of the foremost thought leaders on convergence and he’s also a practitioner. Not only does he understand these devices inside and out, he’s also inked ad deals for them too.