The pay-TV industry will start to see success in advanced TV advertising beginning mid-2010, with U.S. revenues topping $130 million by year-end, according to the new Parks Associates report Addressable, Interactive TV Advertising in the U.S.

"Major U.S. cable television operators, direct broadcast satellite (DBS) TV providers, and telcos have identified advanced advertising as a key revenue opportunity moving forward," said Heather Way, research analyst, Parks Associates. "In the short term, digital TV operators continue to ramp up their investment in advanced advertising solutions as a preemptive move to sustain ad revenues. In the long term, the investment serves to grow the advertising business segment." Addressable, Interactive TV Advertising in the U.S. highlights the key advanced TV advertising industry players and examines the business and technology drivers shaping the advanced television services segment. In addition, the report studies the existing business models and discusses how the models will change to accommodate addressable and interactive TV advertising solutions. The report concludes with advertising revenue forecasts, implications, and recommendations for industry investors.

From the press release, "Advanced TV Ad Revenues to Top $4 Billion in 2014, as Digital TV Providers Capitalize on Demand for VOD and DVRs"

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