TV ANALYTICS Market Share, Competitive Analysis and Industry Segments Poised for Strong Growth in Future

TV tracking, or Analytics TV, is the measurement of the performance of a TV ad on digital channels, like the visits on a website, downloads of a mobile app, the calls to a call center. More and more TV-viewers are indeed watching TV while having a second screen in hand (a phone, a tablet, a computer), with which they react to a TV ad in real-time. TV analytics solutions help TV advertisers measuring the impact of their campaigns in real-time thanks to detection technology at the first second of diffusion. An analysis window opens afterwards, during which advertisers can usually observe peak traffic periods on their website, or an increase in the app downloading or calls to their call center that can directly be linked to their TV campaign.

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Drivers:

Increasing demand for Android TV is expected to drive growth of the global TV analytics market. For instance, in November, 2020, Sony launched its flagship OLED & Android TV - “Sony A8H”.

Increasing use of analytics in TV industry, which is also expected to drive growth of the global TV analytics market. For instance, in November 2017, Google partnered with Salesforce to integrate its Analytics 360 suite into the Salesforce cloud platform. According to this partnership, Salesforce will offer a variety of benefits to customers and create a customized audience on Google Analytics 360.

Restraints:

Lack of digitally-enabled infrastructure and the functionality required to process TV statistics is expected to slow global TV analytics market growth. Furthermore, the shortage of qualified and experienced staff needed to monitor television analysis processes is expected to slow this global TV analytics market growth.

Regional Analysis:

Depending on the region, the global TV analytics market is analyzed in North America, Europe, Asia Pacific, and LAMEA.

North America expected to witness significant growth of the global TV analytics market during the forecast period. Increased investment in early content development by broadcast companies is expected to drive market growth in the near future. Moreover, the actual content requirement has led telecommunications service providers to integrate relevant digital content into their service delivery. Growing demand for content monetization has improved the acceptance of analytics in creating advertising content.

The European global TV analytics market is expected to grow significantly due to the shifting focus toward the customer engagement. The solution gives consumers the opportunity to choose content through advertising. Moreover, connected multimedia devices, as well as fast broadband networks, help viewers to communicate TV content across multiple devices and platforms.

Competitive Landscape:

Key players in the global TV analytics market include IBM Corporation (United States), Google (United States), The Nielsen Company (United Kingdom), Zapr Media Labs (India), Alphonso Inc. (United States), TVSQUARED (Scotland) , Amobee, Inc. (United States), 605 (United States), Clarivoy (United States), TVbeat (United Kingdom), BLIX (Australia), H-Tech (Bulgaria), DC Analytics (Germany), SambaTV (United States ), AnalyticOwl (United States), Edgeware AB (USA), Realytics (France), Sorenson Media (USA), FourthWall Media (USA), Parrot Analytics (USA), ISpot TV (USA), Admo.TV (France), Conviva (USA), IQ Media (USA) and BrightLine (United States).

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Key development:

In May 2018, 605 launched a new scientific approach, ‘The 605 Impact Index’, which measures the impact of TV advertising campaigns on sales and brand. It would also help marketers develop TV commercial investment strategies.

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