Online Advertising - Global Market 2009-2012

Published by	IDATE
Published	June, 2009	Product code	86466
Content info	130 pages
Price	Not Available

Introduction
Related Reports

This publication has been discontinued on November 23, 2011.

Introduction

Abstract

This report provides a thorough analysis of the online advertising market that is currently changing shape - exploring the techniques being used and the main approaches being taken to advertising on the Web, along with an examination of the positioning of the top players, the central issues facing the sector and market forecasts up to 2012 by country and by ad format.

Key questions

What is the size of the online advertising market, worldwide and nationally?
At what rate will the market progress between 2009 and 2012 at a time of global crisis in the advertising sector?
What weight does search marketing really have?
What market share will display ads have as rich media and video advertising develop?
What are the most widely anticipated technologies and developments: behavioural targeting, video advertising, audience measurement?
How is the sector' s new value chain being organised between advertisers, agencies, online ad services, keyword sales and Websites?

Database included (Excel): World, Europe, France, Germany, Italy, Spain, the UK, the United States, China, South Korea, Japan

The electronic version of this report (PDF) includes an Excel database

1. Executive Summary

1.1. The rise of an effective above-the-line and below-the-line marketing medium
1.2. Overall, the economic crisis will be good for the Web
1.3. Online advertising: a global market worth 59 billion EUR net in 2012

2. Methodology

3. Market Structure & Key Factors

3.1. Market overview
- 3.1.1. Definition
  - Above-the-line and below-the-line advertising
  - Internet: a mass medium serving non-media advertising
  - Pricing models
  - A huge structural difference between gross and net
- 3.1.2. Market segmentation
  - Goals of advertising campaigns
  - One format per buying cycle
  - Display and sponsorship
  - Search engine marketing (SEM)
  - Classified ads
  - Online directories
3.2. Market estimates 2005-2008
- 3.2.1. Market by advertising format
- 3.2.2. Market by geographic region
  - China
  - Europe
  - Japan
  - South Korea
  - United States
3.3. Key factors
- 3.3.1. Key technologies
  - Online advertising needs to improve relevance.....
  - cby focusing on targeting and contextualization
  - Behavioral tracking and targeting
  - Right to privacy and regulatory limitations
  - The rise of video advertising
  - Audience measurement
  - Effectiveness and relevance of the advertising - content mix
- 3.3.2. Consumption patterns driving the growth of online advertising
  - The Internet: a mass medium that is still expanding
  - Search: an important Internet service
  - The Internet: highly competitive compared to traditional media
  - Video consumption is taking off
  - Social networks
  - E-commerce: reaching the majority of Web users worldwide
- 3.3.3. Trends in products and services
  - Advertising innovations
  - Video and new ad formats
  - Marketing 2.0
  - Display: new generation banners
  - Developments in audience measurement

4. Industry Structure & Strategy

4.1. Industry structure
- 4.1.1. Value chain
  - The SEM value chain
  - The display value chain
- 4.1.2. Competition structure
  - A large number of advertisers
  - Online ad networks: a splintered market
  - Google: the market leader in ad serving
  - The online advertising end market: an oligopoly
  - Antitrust measures: the collapse of the Google-Yahoo! partnership
- 4.1.3. Business models
  - Widely varying ad creation costs
  - Revenue and expenses of a typical online company
  - Sharing ad revenue
  - E-marketing and e-commerce
4.2. Player profiles
- 4.2.1. Summary table
  - Display sites
  - Online ad networks
  - Agencies
  - Affiliation platforms
- 4.2.2. Player overviews
  - 24/7 Real Media
  - Google
  - Havas Digital
  - Microsoft
  - Platform-A
  - TradeDoubler
  - ValueClick Networks
  - Yahoo!
4.3. Strategic analysis
- 4.3.1. Change in the main formats of online advertising
  - The end of the golden age for SEM?
  - The rise of a two-tier display market?
- 4.3.2. Local advertising: a boon for online marketing
  - Marketing primarily based on below-the-line (BTL) techniques
  - The Web: an effective medium for local advertising
  - Local advertising media and formats
  - Offline local advertising moves online
  - An emerging market expected to grow rapidly in coming years
- 4.3.3. Ad creation: moving beyond the Flash vs. indexing dilemma
  - Flash: an obstacle to indexing
  - Flash and indexing are not mutually incompatible
- 4.3.4. The Web is making the best of the economic crisis
  - Contracted advertising market overall
  - Online advertising market continues to grow

5. Markets & Forecasts

5.1. Growth factors
- 5.1.1. Analysis of growth and disruptive factors
- 5.1.2. Market forecasts
5.2. Market forecasts
- 5.2.1. Forecasts 2009-2012
- 5.2.2. Forecasts by ad format
- 5.2.3. Forecasts by geographic region
  - China
  - Europe
  - Japan
  - South Korea
  - United States

Tables

Table 1: The AIDA model applied to online advertising
Table 2: Revenue per user, December 2008
Table 3: Main features of online ATL and BTL advertising
Table 4: Forms of online advertising
Table 5: The AIDA model applied to online advertising
Table 6: Global online advertising market, 2005-2008
Table 7: Breakdown of the global online advertising market by format, 2005-2008
Table 8: Online advertising market in China, 2005-2008
Table 9: Breakdown of the online advertising market in China by format, 2005-2008
Table 10: EU-27 online advertising market, 2005-2008
Table 11: Breakdown of the EU-27 online advertising market by format, 2005-2008
Table 12: Online advertising market of the five largest EU countries, 2005-2008
Table 13: Breakdown of the online advertising market in the five largest EU countries by format, 2005-2008
Table 14: Online advertising market in France, 2005-2008
Table 15: Breakdown of the online advertising market in France by format, 2005-2008
Table 16: Online advertising market in Germany, 2005-2008
Table 17: Breakdown of the online advertising market in Germany by format, 2005-2008
Table 18: Online advertising market in Italy, 2005-2008
Table 19: Breakdown of the online advertising market in Italy by format, 2005-2008
Table 20: Online advertising market in Spain, 2005-2008
Table 21: Breakdown of the online advertising market in Spain by format, 2005-2008
Table 22: Online advertising market in the UK, 2005-2008
Table 23: Breakdown of the online advertising market in the UK by format, 2005-2008
Table 24: Online advertising market in Japan, 2005-2008
Table 25: Breakdown of the online advertising market in Japan by format, 2005-2008
Table 26: Online advertising market in South Korea, 2005-2008
Table 27: Breakdown of the online advertising market in South Korea by format, 2005-2008
Table 28: Online advertising market in the United States, 2005-2008
Table 29: Breakdown of the online advertising market in the United States by format, 2005-2008
Table 30: Change in time spent online per week in Europe, 2006-2008
Table 31: Change in online video content consumption in France, Germany and the UK, April 2007 - May 2008
Table 32: Online ad market share controlled by Google, Yahoo! and Microsoft, 2006-2007
Table 33: Major steps in the failed Google-Yahoo! deal
Table 34: Revenue per user, December 2008
Table 35: Growth of the global online ad market, 2009-2012
Table 36: Change in the breakdown of the global online ad market by format, 2009-2012
Table 37: Growth of the global online ad market in China, 2009-2012
Table 38: Change in the breakdown of the global online ad market by format in China, 2009-2012
Table 39: Growth of the global online ad market in the European Union (27 countries), 2009-2012
Table 40: Change in the breakdown of the global online ad market by format in the European Union countries), 2009-2012
Table 41: Growth of the global online ad market in the five major European countries, 2009-2012
Table 42: Change in the breakdown of the global online ad market by format in the five major European countries, 2009-2012
Table 43: Growth of the global online ad market in the UK, 2009-2012
Table 44: Change in the breakdown of the global online ad market by format in the UK, 2009-2012
Table 45: Growth of the global online ad market in Germany, 2009-2012
Table 46: Change in the breakdown of the global online ad market by format in Germany, 2009-2012
Table 47: Growth of the global online ad market in France, 2009-2012
Table 48: Change in the breakdown of the global online ad market by format in France, 2009-2012
Table 49: Growth of the global online ad market in Spain, 2009-2012
Table 50: Change in the breakdown of the global online ad market by format in France, 2009-2012
Table 51: Growth of the global online ad market in Italy, 2009-2012
Table 52: Change in the breakdown of the global online ad market by format in Italy, 2009-2012
Table 53: Growth of the global online ad market in Japan, 2009-2012
Table 54: Change in the breakdown of the global online ad market by format in Japan, 2009-2012
Table 55: Growth of the global online ad market in South Korea, 2009-2012
Table 56: Change in the breakdown of the global online ad market by format in South Korea, 2009-2012
Table 57: Growth of the global online ad market in the US, 2009-2012
Table 58: Change in the breakdown of the global online ad market by format in the US, 2009-2012