* This article is published in the regular magazine "Markezine" published on October 25, 2021.
US television advertising market supported by online distribution ads
The US total advertising costs are about 27 trillion yen as of 2020.Of these, about 13 online ads.3 trillion yen, about 6 TV ads.It continues to 9 trillion yen.The number of advertisements in this advertisement two strong category "TV" is increasing via online, and there are signs that this tide will come in the Japanese market "a little more".
Figure 1 is the forecast value of the advertising market for "Connected TV" and "Adreable TV" in the United States.
1 in 2021.This is expected to be 5 trillion yen, which is equivalent to about 20 % of the entire television advertising market.Japan's "total" advertising cost is about 6.Speaking of 2 trillion yen, you can understand the size.
Typical players who receive advertising costs for connected TVs include Amazon's "IMDB TV", Rokuu's "ROKUCHANNEL", Google's "YouTube TV", and "Hulu".There are countless TV free distribution apps (AVOD).On the other hand, not only these online connected TVs, but also the hardware services, such as the service provided by Samsung and the Vizio's "WatchFree+", not only realize that the hardware service side is expanding the Adasterable TV advertising market.I want to keep it.Since the smart TV of these TV -receiver manufacturers has already installed the Roku and Hulu buttons and hulu buttons and hulu from the shipment, it has developed into a mechanism that allows business deployment by distribution.
Furthermore, the attention in the United States is the existence of The Trade Desk (TTD).TTD is a position where the above players are connected together and distributed, and advertisers purchase online distribution frames for TV ads via TTD.As a result of more TV advertisements via online and ordering TTDs concentrated, the market capitalization of TTD is currently 4..It has grown to 2 trillion yen (about 4 times the Dentsu Group).It seems that Amazon, Samsung, TTD, etc. have built an overwhelmingly large market without knowing Japan.
In Japan, it is an ecosystem that can be said to be almost nothing yet, but this trend does not stop.It is clear that the law is amended in Japan, and the same phenomena as the United States will occur in the future.Sony and Panasonic have already followed this movement (Reference: SMN and AbemaTV are optimizing and strengthening the advertising effects in the collaborative connected TV area).I can't wait for Japanese TV stations to enter.
