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Werbefinanzierung Und Mobile TV Internationales Benchmarking Von Mobile TV-Werbeformen

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Werbefinanzierung Und Mobile TV Internationales Benchmarking Von Mobile TV-Werbeformen Schriften3-2009_Cover_Print 12.11.2009 11:21 Uhr Seite 1 Werbefinanzierung und Mobile TV Internationales Benchmarking von Mobile TV-Werbeformen Schriftenreihe der Rundfunk undTelekom Regulierungs-GmbH Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 1 Werbefinanzierung und Mobile TV Internationales Benchmarking von Mobile TV-Werbeformen Univ.-Prof. Dr. Otto Petrovic, Karl-Franzens-Universität Graz Dipl.-Ing. Dr. Christian Kittl, spoon next level technology GmbH, Graz Mag. Emanuel Maxl, evolaris next level Privatstiftung, Graz im Auftrag der Rundfunk und Telekom Regulierungs-GmbH (RTR-GmbH) Schriftenreihe der Rundfunk und Telekom Regulierungs-GmbH Band 3/2009 Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 3 Inhaltsverzeichnis Inhaltsverzeichnis Vorwort ________________________________________________ 9 1. Mobile TV – Internationaler und nationaler Status quo ___________________________________________ 13 1.1 Mobile TV-Wertschöpfungssystem __________________________ 13 1.1.1 Produktionsunternehmen ___________________________________ 14 1.1.2 Werbewirtschaft ___________________________________________ 14 1.1.3 Inhalteaggregator __________________________________________ 15 1.1.4 Rundfunkdiensteanbieter ___________________________________ 15 1.1.5 Mobilfunkdiensteanbieter __________________________________ 16 1.1.6 Rundfunknetzbetreiber _____________________________________ 16 1.1.7 Mobilfunknetzbetreiber _____________________________________ 17 1.1.8 Hersteller von Endgeräten __________________________________ 17 1.1.9 Netzwerk-Equipment-Hersteller _____________________________ 18 1.2 Geschäftsmodelle nach zentralem Wertschöpfungspartner ____ 18 1.2.1 Führerschaft durch Mobilfunkbetreiber ______________________ 19 1.2.2 Führerschaft durch Broadcaster _____________________________ 21 1.2.3 Wholesale r-Modell _________________________________________ 23 1.2.4 Operator Joint Venture _____________________________________ 24 1.2.5 Broadcaster Joint Venture __________________________________ 25 1.2.6 Das österreichische Modell _________________________________ 26 1.3 Übersicht Mobile TV-Technologien __________________________ 26 1.3.1 Unicast ___________________________________________________ 27 1.3.2 Broadcast _________________________________________________ 27 1.3.3 Spezielle Services _________________________________________ 28 1.4 Nutzungszahlen und Umsätze ______________________________ 29 1.4.1 Europa im Regionenvergleich _______________________________ 29 1.4.2 Italien _____________________________________________________ 33 1.4.3 Japan _____________________________________________________ 35 1.4.4 Südkorea __________________________________________________ 37 1.5 Mobile TV: globaler Überblick _______________________________ 38 3 Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 4 2. Der Werbemarkt – International und Österreich _____________________________________________ 41 2.1 Der Werbemarkt in Zahlen __________________________________ 41 2.1.1 International _______________________________________________ 41 2.1.2 Österreich _________________________________________________ 45 2.1.3 Japan _____________________________________________________ 46 2.1.4 Südkorea __________________________________________________ 47 2.1.5 Prognosen Werbeausgaben Mobile _________________________ 48 2.2 Der Werbemarkt für interaktive Medien ______________________ 49 2.3 Der Markt für mobile Werbung ______________________________ 51 3. Status quo Werbefinanzierung im Mobile TV _ 55 3.1 Begriffsdefinitionen ________________________________________ 55 3.2 IST-Situation – Japan ______________________________________ 58 3.2.1 Werbemarkt _______________________________________________ 58 3.2.2 Technologie _______________________________________________ 59 3.2.3 Geschäftsmodelle __________________________________________ 61 3.2.4 Akzeptanz/Erfolg ___________________________________________ 66 3.2.5 Rechtliche Rahmenbedingungen ____________________________ 71 3.3 IST-Situation – Südkorea ___________________________________ 73 3.3.1 Werbemarkt _______________________________________________ 73 3.3.2 Technologie _______________________________________________ 76 3.3.3 Geschäftsmodelle __________________________________________ 76 3.3.4 Akzeptanz/Erfolg ___________________________________________ 77 3.3.5 Rechtliche Rahmenbedingungen ____________________________ 79 3.4 IST-Situation – Italien ______________________________________ 80 3.4.1 Werbemarkt _______________________________________________ 80 3.4.2 Technologien ______________________________________________ 81 3.4.3 Geschäftsmodell ___________________________________________ 81 3.4.4 Akzeptanz/Erfolg ___________________________________________ 85 3.4.5 Rechtliche Rahmenbedingungen ____________________________ 86 3.5 IST-Situation – Österreich __________________________________ 87 3.5.1 Werbemarkt _______________________________________________ 88 3.5.2 Technologien ______________________________________________ 88 4 Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 5 Inhaltsverzeichnis 3.5.3 Geschäftsmodell ___________________________________________ 89 3.5.4 Akzeptanz/Erfolg ___________________________________________ 89 3.5.5 Rechtliche Rahmenbedingungen ____________________________ 90 3.6 Adoptionsbestimmende, kulturelle Unterschiede zwischen Asien und Europa __________________________________________ 91 3.7 Werbeformen für Mobile TV ________________________________ 96 3.7.1 Das „gebrandete“ Quiz und Gewinnspiel ____________________ 96 3.7.2 Split Screen _______________________________________________ 97 3.7.3 Overlay-Werbung __________________________________________ 98 3.7.4 Werbung während Ladezeiten ______________________________ 99 3.7.5 Ortsspezifische, tailored Spots _____________________________ 100 3.7.6 Verlinkung auf Microsites __________________________________ 101 3.7.7 Programm-Sponsoring ____________________________________ 102 3.7.8 Reiner Werbesender ______________________________________ 103 3.7.9 Verkürzte TV-Spots ________________________________________ 103 3.7.10 Banner-Werbung im EPG __________________________________ 104 3.8 Experteneinschätzung der Akzeptanz am österreichischen Markt ____________________________________ 105 3.8.1 Inhalt und Methode _______________________________________ 105 3.8.2 Bewertung mobiler Werbeformen __________________________ 105 3.8.3 Bewertungen im Überblick _________________________________ 110 3.8.4 Zusammenfassung – Potenziale mobiler Werbeformen _______ 111 3.9 Finanzierungsmodelle _____________________________________ 112 3.9.1 Finanzierungsmöglichkeiten und Einnahmequellen __________ 112 3.10 Werbebudgetanteile und zeitliche Relevanzeinschätzung _____ 113 4. Handlungsempfehlungen _________________________ 115 4.1 Handlungsoptionen zur Steigerung der Nutzerbasis _________ 115 4.1.1 Unterstützung des weiteren Ausbaus der technologischen Infrastruktur ______________________________________________ 116 4.1.2 Maßnahmen zur Verbreitung von DVB-H-Endgeräten ________ 120 4.1.3 Forcierung der Nutzung des Distributionskanals DVB-H für andere Datendienste ___________________________________ 122 4.2 Handlungsoptionen zur Erhöhung der Werbefinanzierung ___ 126 5 Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 6 4.2.1 Durchführung von Pilotprojekten zur Kombination von Mobile TV und interaktiven Zusatzdiensten _________________ 126 4.2.2 Anpassung in der Werbewirtschaft, um den neuen Kommunikationsrealitäten gerecht zu werden ______________ 130 4.2.3 Pilotprojekte zur Werbefinanzierung ________________________ 132 4.2.4 Priorisierung der Handlungsempfehlungen _________________ 135 5. Zusammenfassung und Ausblick _______________ 137 6. Literaturliste ________________________________________ 141 7. Anhang ______________________________________________ 145 7.1 Abbildungsverzeichnis ____________________________________ 145 7.2 Tabellenverzeichnis _______________________________________ 147 7.3 Abkürzungsverzeichnis ____________________________________ 147 Impressum ______________________________________________ 149 6 Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 7 Disclaimer Die vorliegende Publikation entstand im Rahmen eines Forschungsprojektes der spoon next level technology GmbH in Kooperation mit der Karl-Franzens-Uni- versität Graz und der evolaris next level Privatstiftung. Ziel war die vergleichende Analyse von Geschäftsmodellen zur Werbefinanzierung von Mobile TV und Identi- fikation von internationalen Best Practices zur Beantwortung der Frage, welche Potenziale werbefinanziertes Fernsehen am Handy für den österreichischen Markt aufweist. Die auf Basis der Forschungsergebnisse geäußerten Empfehlungen und Handlungsoptionen richten sich sowohl an die öffentliche Hand wie auch an Markt- teilnehmer. Sie spiegeln die Meinungen und Interpretationen der Autoren wider und müssen nicht notwendigerweise der Sichtweise der RTR-GmbH entsprechen. 7 Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 8 8 Schriften3-2009_Vorwort_Print 12.11.2009 11:22 Uhr Seite 9 Vorwort Vorwort Die KommAustria hat am 29. Februar 2008 in Österreich als einem der ersten Länder Europas eine Zulassung für mobiles terrestrisches Fernsehen erteilt. Unter Fachleuten spricht man von einer Zulassung für DVB-H oder eben Handy-Fernsehen. Start von DVB-H war in Österreich der Beginn der Fußball-Europameisterschaft, die bekanntlich in Öster - reich und in der Schweiz stattgefunden hat. Der tatsächliche wirtschaftliche Erfolg
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