A full 46.5 percent of IPTV executives worldwide believe that targeted advertising via IPTV will bring in "major" revenues within the next year, according to the quarterly survey from Accenture and the Economist Intelligence Unit. That finding stands in marked contrast to the industry buzz I've been hearing--that it's too early to even consider advertising because the subscriber base is still so small and the focus should remain on subscriber acquisition. What's more, another 37.4 percent of the IPTV executives surveyed believed such advertising would bring in "moderate" revenues. Telcos in the U.S. are keeping their eye on the France IPTV market, which is leading the pack in targeted advertising trials.
For more on the Accenture report:
- see this article from eMarketer