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Global Online n Mobile Advertising Industry Outlook

Global Online n Mobile Advertising Industry Outlook

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Published by: Gaurav Singh on Jun 16, 2011
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The Global Online and Mobile Advertising Industry Outlook

While the online advertising industry is growing at a CAGR of 11. growth forecasts. and key player positioning. growth forecasts. The two significant events which will transform the industry are: the rise of Google's Android platform to a position of dominance. drivers and resistors. This report analyzes the current and future state of the global online and mobile advertising market. • Analyze online and mobile advertising market segments. Research and analysis highlights The $55bn online advertising industry. • Gain insight into the various tools used for measuring the effectiveness of online advertising. largely dominated by Google. including competitive positioning of key players. segments. Microsoft could emerge as a strong contender which may result in a market duopoly in the long-run. it examines the emerging models driving future growth. business models. The $2bn mobile advertising industry (which is currently just a fraction of the size of the online advertising market) will also witness equally dramatic changes.875. segments. strategies. such as business analytics. emerging models. looking at competitive positioning of key players. drivers and resistors.00 ID: GE80E1C94AEEN The online and mobile advertising industries are set for dramatic changes. While Google will continue to monopolize the online ad space for some more time. This report makes an in-depth study. looking at market size and forecasts. • Gain insight into emerging models which will drive the industry in the future: semantic.The Global Online and Mobile Advertising Industry Outlook Business Insights Date: Nov. and SWOT. Furthermore. social networking and video advertising. 2010 Pages: 137 Price: US$ 2. and will continue to be popular in the developed world. It analyzes market size. Key reasons to purchase this research • What was and will be the value of the global online and mobile advertising industry? What are the opportunities in the various market segments? • What are the various drivers and resisitors to online and mobile advertising market growth? The Global Online and Mobile Advertising Industry Outlook 1 . Scope of this research • Access market sizing and forecasting of the global and online mobile advertising industry. drivers and resistors. is poised for a historic battle. and SWOT. business models. The key driver of this growth will be the high rates of mobile penetration in the region. strategies. especially India and China. location based. growth forecasts. It also analyzes the emerging landscape of the markets.4% between 2007-12. and the emergence of Asia as a key market. mobile advertising will gain maximum traction in the emerging markets of Asia. • Analyze the competitive landscape.

strategies and SWOT? • What are the various tools for measuring the performance and effectiveness of the advertising industry? • What are the emerging models and evolving trends that will drive future growth in the industry? The Global Online and Mobile Advertising Industry Outlook 2 .• Who are the major players. who are current leaders and who are the emerging contenders? What are their busines models.

The Global Online and Mobile Advertising Industry Outlook .Table of Content 3 .Table of Content Disclaimer Executive summary The online advertising industry outlook The segments of the online advertising industry The emerging landscape of the online advertising industry Measuring the effectiveness of online advertising The mobile advertising industry outlook Emerging models CHAPTER 1 INTRODUCTION What is this report about? Who is this report for? Methodology Definitions of online and mobile advertising Definition of online advertising Definition of mobile advertising The mobile advertising system CHAPTER 2 THE ONLINE ADVERTISING INDUSTRY OUTLOOK Summary Global online advertising market size by value Geographic segmentation of the industry Elements of online advertising Global media consumption time breakdown Share of total advertising spend by medium Global internet subscribers and internet penetration (percent of population) CHAPTER 3 THE SEGMENTS OF THE ONLINE ADVERTISING INDUSTRY Summary Segments of online advertising Search advertising Search engine optimization (SEO) Classified advertising Display advertising (banner ads) Search advertising Global search market share Regional search market share Online advertising segmental revenues Drivers and resistors of online advertising Drivers Resistors Pricing models in online advertising Cost per mille (CPM) Performance Cost per click (CPC) The Global Online and Mobile Advertising Industry Outlook .

Cost per action (CPA) Hybrid Trends in pricing models CHAPTER 4 THE EMERGING LANDSCAPE OF THE ONLINE ADVERTISING INDUSTRY Summary Google Google's business model AdWords AdSense Google's advertising revenues Google's strategies M&A deals strengthen core advertising business Partnering with social networking sites to attract advertising dollars Strategic initiatives to boost display advertising New features are targeted at increasing users and ads Yahoo Yahoo's business model Yahoo's advertising revenues Yahoo's strategies Outsourcing search to offset declining market share Countering Google's challenge in core display business M&A deals strengthen advertising business Strategic initiatives are aimed at transforming the firm into a content company Microsoft Microsoft's business model Microsoft's advertising revenues Countering Google through a strategic partnership with Yahoo Discontinuing cash back program in favor of social semantic search AOL AOL's business model AOL's advertising revenues AOL's strategies Transforming from an internet service provider into a content provider M&A deals power the transformation into online advertiser Painful restructuring efforts are aimed at attracting ad dollars Competitive positioning of key players Key players' ad revenues Average revenue per user (ARPU) Performance of key players CHAPTER 5 MEASURING THE EFFECTIVENESS OF ONLINE ADVERTISING Summary Web analytics Google Analytics Yahoo Web Analytics Bing analytics AOL analytics The Global Online and Mobile Advertising Industry Outlook .Table of Content 4 .

E-commerce as a key performance indicator CHAPTER 6 THE MOBILE ADVERTISING INDUSTRY OUTLOOK Summary Mobile advertising market size Geographic segmentation of the industry Segments of the mobile advertising industry SMS advertising Display advertising Search advertising Mobile advertising segmental revenues Mobile apps Drivers of mobile advertising Rapidly increasing mobile penetration rates allow ads to reach a broader market Increasing global mobile phone shipments result in wider reach Rising global smartphone sales are resulting in a richer user experience Rapid growth rate of mobile broadband subscriptions to boost ad revenues Increasing 2G and 3G proliferation boosting the industry Resistors Small screen limits placement of number of ads Lack of a standard mobile platform Multiple player value chain Connectivity is still a challenge Resistance from ad companies Key players Apple's strategies Launching iAd platform to boost mobile ad business Acquisition of Quattro Wireless enables Apple to battle Google iPhone Apps and iPad fuel growth Google's strategies Acquisition of AdMob and other strategic deals to strengthen market presence Android drives mobile advertising business Stepping into location-based advertising for better targeting Apps lead the way Differences between Apple and Google Nokia's strategies Teaming up with Yahoo to offset declining market share Strategic deals spur growth Research In Motion's strategies Launching service platforms to boost apps business Shifting focus to consumer segment to boost mobile ad sales Competitive positioning of major OS platforms Number of apps by OS platform Global mobile OS platform market share Global mobile advertising market shares Global click-through rates Performance of major OS platforms CHAPTER 7 EMERGING MODELS The Global Online and Mobile Advertising Industry Outlook .Table of Content 5 .

2009-12 Figure 6: Global internet and mobile broadband* users (m). internet subscriptions of major Asian countries (m). 2007-12 Figure 12: Internet ad share by pricing model (%). 2007-09 Figure 18: Competitive positioning of key players. 2004-12 Figure 24: US e-commerce penetration vs. 2007-12 Figure 7: Global internet penetration rates (%). July 2009 Figure 10: Search market share by region (%).Summary Emerging models in online and mobile advertising Semantic advertising Applying semantics to search Semantic advertising on mobiles Social networking advertising Growing popularity of social networking sites Social networking ad revenues Facebook and social semantic search Social networking on mobile Location-based advertising LBA on the mobile Video advertising Online video views Online video ads Video advertising on mobile TABLE OF FIGURES Figure 1: The mobile advertising system Figure 2: Global online advertising market size ($bn). 2008-12 Figure 26: Regional mobile advertising market share (%).Table of Content 6 . 2009 Figure 19: An example of Google Analytics Figure 20: An example of cross-channel and multimedia tracking Figure 21: An example of score card analytics Figure 22: An example of ad hoc scenario Figure 23: Global e-commerce revenues ($bn). 2005-09 Figure 13: Google SWOT analysis Figure 14: Yahoo SWOT analysis Figure 15: Microsoft SWOT analysis Figure 16: AOL SWOT analysis Figure 17: Key online players' advertising revenues ($m). 2006-10 Figure 8: An example of display advertising Figure 9: Market share of top five search companies (%). 2009 Figure 5: Advertising medium market share (% of revenues). 2009-12 Figure 27: Mobile vs. 2002-08 Figure 25: Global mobile advertising market size ($m). 2009 Figure 11: Global online advertising segment share (%). 2009-12 Figure 4: Media consumption time breakdown (%). online ad penetration (%). 2007-12 Figure 3: Online advertising market share by region (%). 2008 Figure 28: Global mobile advertising segment revenue share (%). 2009-15 Figure 30: Global mobile apps revenues ($m). 2009-15 The Global Online and Mobile Advertising Industry Outlook . 2008-12 Figure 29: Global mobile apps downloads (m).

February. internet subscriptions of major Asian countries (m). 2009-12 Table 4: Global internet and mobile broadband users (m). 2008-14 Figure 57: Top US online video properties by views (m).Figure 31: Global service population penetration (%). 2007-12 Table 2: Online advertising market share by region (%). 2009-14 Figure 35: Global consumer fixed and mobile broadband revenue ($m). 2009-12 Table 3: Global advertising medium revenues ($m). 2006-10 Table 6: Global search market share (m). 2007-09 Table 12: Key online players' advertising revenues ($m). 2010 Figure 44: Strengths and weaknesses of major OS platforms Figure 45: An illustration of semantics on a mobile device: 1 Figure 46: An illustration of semantics on a mobile device: 2 Figure 47: An illustration of semantics on a mobile device: 3 Figure 48: An illustration of semantics on a mobile device: 4 Figure 49: Leading global social networks by unique user numbers (m). 2007-09 Table 13: ARPU of key players ($). 2007-09 Table 11: AOL advertising revenues ($m). 2009 Figure 38: Google's across-the-board value chain presence Figure 39: Number of apps by major OS platform. 2008-09 Table 7: Global online advertising segment revenues (%). 2007-09 Table 10: Microsoft advertising revenues ($m). 2010 Figure 40: Global mobile OS market share (%). 2009-14 Figure 54: LBA (CPC) model Figure 55: LBA (commission) model Figure 56: Online video ad spend market size ($m). 2008-12 Table 16: Mobile vs. 2004-14 Figure 32: Global mobile phone shipments (m). 2009-14 Figure 41: Global mobile advertising market share (%).Table of Content 7 . 2009-15 The Global Online and Mobile Advertising Industry Outlook . August 2010 Figure 59: An example of a mobile video ad TABLE OF TABLES Table 1: Global online advertising market size ($bn). 2009 Table 14: Global e-commerce revenues ($bn). 2009-14 Figure 36: 2G and 3G mobile subscriptions (m). 2010 Figure 43: Competitive positioning of major OS platforms. August 2010 Figure 58: Top US online video properties by video ads* viewed (m). 2007-12 Table 5: Global internet penetration rates (%). 2004-12 Table 15: Global mobile advertising market size ($m). 2007-09 Table 9: Yahoo advertising revenues ($m). 2006-10 Figure 51: The "like" button feature on Facebook Figure 52: Facebook on a mobile Figure 53: Online LBA revenues ($bn). 2008 Table 17: Global mobile advertising segment revenues ($m). 2008-12 Table 18: Global mobile apps downloads (m). 2005-10 Figure 37: Global mobile search engine market share (%). 2009-14 Figure 33: Global smartphone shipments (m). 2006-12 Figure 34: Global fixed and mobile broadband subscribers (m). 2007-12 Table 8: Google advertising revenues ($m). July 2010 Figure 42: Global CTR index scores by OS. end 2009 Figure 50: Social networking ad revenues ($m).

2009-14 Table 29: Online video ad spend market size ($m). 2009-14 Table 24: 2G and 3G mobile subscriptions (m). 2009-14 Table 21: Global smartphone shipments (m). 2009-14 Table 26: Leading global social networks by unique user numbers (m). 2005-10 Table 25: Global mobile OS market share (%). 2008-14 Table 30: Top US online video properties by video ads* viewed (m). 2009-15 Table 20: Global mobile phone shipments (m).Table 19: Global mobile apps revenues ($m).Table of Content 8 . August 2010 The Global Online and Mobile Advertising Industry Outlook . end 2009 Table 27: Social networking ad revenues ($m). 2006-10 Table 28: Online LBA revenues ($bn). 2006-12 Table 22: Global fixed and mobile broadband subscribers (m). 2009-14 Table 23: Global consumer fixed and mobile broadband revenue ($m).

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