According to ABI Research, consumers' adoption of new viewing formats, including VOD and viewing on media tablets and smartphones, will cause up to $22 billion (30%) of the U.S. pay TV advertising market to shift to new formats by 2016. The research house expects Western Europe to see similar shifts, while the rest of world will lag in its transition of advertising dollars to new formats.Companies ABI says are leading the charge in advanced advertising include Canoe Ventures (interactive ads), BlackArrow (VOD ads), This Technology (dynamic ad platform), INVIDI, and Visible World (targeted or addressable ads).