米国の行動ターゲティング広告市場は5年後に100億ドルという予測
元TacodaのFounderであるDave Morganが大胆な予測。今後5年間で行動ターゲティング広告市場が100億円市場になる可能性あると。
MediaPost Publications - Tacoda Founder Predicts Huge Growth For Behavioral - 07/22/2008
Behavioral marketing could grow from around $700 million in 2007 to roughly $10 billion in the next five years, according to Dave Morgan, the founder and former CEO of Tacoda, speaking at the OMMA Behavioral conference on Monday.
eMarketerなどの予測よりもかなり大きな成長を見込んでいる理由については、IPTVの普及が進みテレビ広告もターゲティング広告になっていくだろうという前提にしているからというもの。
However, Morgan emphasized that his forecast depended on a number of conditions being met. For one thing, Morgan said advertisers and media planners will bring behavioral targeting for TV ads, taking advantage of the IPTV expansion. "I think we'll have IP-enabled advertising on television, certainly within five years, and probably within three," Morgan said, noting the increasing prevalence of digital set-top boxes, including those made by Scientific Atlanta (now the Cisco Service Provider Video Technology Group) and others deployed by Comcast.
ケーブル会社がデータを提供しないのではという指摘もあるが、もっと大きな問題はプライバシーの侵害として何らかの規制がかかる可能性あるということであり、そうならないためにも行動ターゲティングのmarketerは、きちんと消費者に対して価値のあるものを提供しないといけないともしています。
However, "the real 'elephant in the room' is public policy," Morgan said, reminding the audience that powerful voices on Capitol Hill are calling for more regulation of interactive advertising--especially behavioral marketing--as many of their constituents consider behavioral marketing an invasion of privacy, associating the tracking of Web usage with spyware.
To avoid being regulated out of existence, behavioral marketers must do a better job explaining the discipline's benefits for consumers, like more relevant ads, as well as measures taken to protect consumer privacy. Ultimately, it doesn't matter how effective behavioral marketing is for advertisers, Morgan warned: "If we don't have a value proposition for the consumers, we're going to have all sorts of issues" with regulators.
日本の場合はIPTVどうなっていくんでしょうかね？いずれにしてもこの予測は、先日マイクロアドさんが発表された予測と比較しても2ケタも違ってて驚きました。
マイクロアド、行動ターゲティング広告の市場規模を発表
