NEW YORK – Reportlinker.com announces that a new market research report is available in its catalogue, Reportlinker Adds Online Advertising – 2009 Edition.
The Global Online Advertising Market 2009-2012
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?
Players Included in the Report:
Supporting sites
Google
Yahoo!
Microsoft/MSN
AOL
Ask
Facebook
MySpace
YouTube
Hulu
CNN
New York Times
The Weather Channel
Craigslist
Bebo
BBC
The Guardian
Virgin Media
Au Féminin
Pages Jaunes
Dailymotion
Skyrock
Doctissimo L’Equipe
Deezer
Orange
Web.de
GMX
T-Online
Spiegel Online
El Mundo
Marca
Terra
Libero
Corriere della Serra
Gazzetta
Baidu
QQ
Sohu
Sina
Naver
Cyworld
Daum
Livedoor
FC2
Mixi
Online ad solutions
Adtech (Platform-A)
DoubleClick
24/7 Real Media
ValueClick
Right Media
aQuantive
InterCLICK
FOX Networks
Adviva
Hi-Media
Horyzon Media
Adverline
Orange Advertising Network
AdLink
Ad2Net
Coguan
Premium Publisher Network
Allyes
Digital Advertising Consortium
Agencies
TBWA Worldwide
Rapp
Agency.com
Razorfish
Digitas
Performics
Efficient Frontier
iCrossing
Omniture
Sapient
Carat
Isobar
FullSix
XiTi
Wunderloop
Scholz & Friends
Plan.net
Allyes
Cheil Worldwide
Portfolio
Dentsu
Hakuhodo
Asatsu-DK
Affiliation platforms
Commission Junction
LinkShare
Hydra Network
Advaliant
Clickbooth
TradeDoubler
Webgains
Affiliate Advantage
Effiliation
Netaffiliation
Zanox
Affilinet
ChineseAN
LinkPrice
ValueCommerce
1. Executive Summary
2. Methodology
3. Market Structure
3.1. Market overview
3.1.1. Definition
• Above the line and below the line marketing
• Internet: a medium serving non-media advertising
• Pricing models
• Spending on advertising (gross, net)
3.1.2. Market segmentation
• Goals of advertising campaigns
• One format per buying cycle
• Display and sponsoring
• Search marketing
• Classified ads
• Online directories
3.2. Market estimates 2005-2008
3.2.1. Market by advertising format
• Display
• Search Marketing
3.2.2. Market by geographical zone
• EU-27 and EU-5
Germany, France, Spain, Italy, the UK
• The United States
• China, South Korea, Japan
3.3. Key factors
3.3.1. Key technologies
• Improving relevance
• Targeting: segmentation and qualification
• Contextualisation
• Tracking and behavioural targeting
• Behavioural targeting
• Right to privacy and regulated limits
• Rise of video advertising
• Audience measurement
• Efficiency of the advertising-content mix
3.3.2. Consumption patterns driving the growth of online advertising
3.3.3. Service industry trends
• Advertising innovations
• Video and new ad formats
• Marketing 2.0
• Display: new generation banners
• Developments in audience measurement
4. Structure & Strategy
4.1. Player profiles
4.1.1. Value chain
• Search marketing
• Display
4.1.2. Competition structure
• Large number of advertisers
• Online ad services: a splintered market
• Online advertising end market: an oligopoly
4.1.3. Business models
• Widely varying ad creation costs
• Revenue and costs for a typical online company
• Sharing ad revenue
• E-marketing and e-commerce
4.2. Player profiles
4.2.1. Summary table
• Display sites
• Online advertising services
• Agencies
• Affiliation platforms
4.2.2. Player profiles
4.3. Strategic analysis
4.3.1. Evolution of the main formats
• End of the golden age for search marketing?
• The rise of a two-tier display market?
4.3.2. Local advertising: a boon for online marketing
4.3.3. Ad creation: going beyond the Flash vs. link dilemma
4.3.4. How the Web is adjusting to the crisis
• Shrunken advertising market overall
• Online advertising market continues to grow
• Increasing demand for performance-based formats
• Increased pressure on prices
5. Markets & Forecasts
5.1. Growth factors
5.1.1. Analysis of growth/disruptive factors
5.1.2. Forecast hypotheses
5.2. Market forecasts
5.2.1. Forecasts 2009-2012
5.2.2. Forecasts by segment, by platform
5.2.3. Forecasts by geographical zone
List of Tables
• Table 1: Main features of above and below the line advertising
• Table 2: Forms of online advertising
• Table 3: The AIDA model applied to online advertising
• Table 4: Growth of time spent online per week in Europe, from 2006 to 2008
• Table 5: Growth of online video viewing in France, Germany and the UK, 2007 and 2008
List of Figures
• Figure 1: Online advertising market: worldwide, in Europe and in the United States, 2005-2012
• Figure 2: Breakdown of the global online advertising market in 2007
• Figure 3: Breakdown of advertisers and spending in the first half of 2008
• Figure 4: 24/7 Real Media’s Open AdStream platform
• Figure 5: Growth of Internet users worldwide between 2007 and 2008 (% of total population)
• Figure 6: Most popular online activities in Europe, 2007 and 2008
• Figure 7: Growth of the number of monthly searches performed by Internet users around the world, 2007 and 2008
• Figure 8: Change in the breakdown of European users’ weekly media consumption time, 2006 to 2008
• Figure 9: Share of European users’ weekly media consumption time spent on the Internet in 2008
• Figure 10: Change in average advertiser spending in France, by medium, 2006-2008
• Figure 11: Number of videos watched online in the United States
• Figure 12: Number of unique visitors to video sites in the United States
• Figure 13: Percentage of American Internet users who have watched a video online
• Figure 14: Average time spent watching videos online, per viewer in the United States
• Figure 15: Growth of social networking site users around the world between September 2007 and September 2008
• Figure 16: Growth of the number of unique monthly visitors on the main social networking sites around the world, 2006-2008
• Figure 17: Percentage of Internet users who have bought at least one item online
• Figure 18: Overlay in online video and sponsoring
• Figure 19: YouTube InVideo Ads
• Figure 20: Product placement in an online video
• Figure 21: Blinkx un-roll
• Figure 22: Logic of contextual advertising in online video
• Figure 23: Internet users’ reaction to in-video ads
• Figure 24: Sample communities: Nike, EasyJet and H&M on MySpace
• Figure 25: Verizon’s Business Page on Facebook
• Figure 26: Pizza Hut application on Facebook
• Figure 27: Engagement Ads on Facebook
• Figure 28: Growth of annual advertising spending on social networking sites worldwide, 2007-2013
• Figure 29: Breakdown of advertising spending on social networking sites in the US, in 2008 and 2009
• Figure 30: Buying a DVD via a banner ad, developed by Tailgate
• Figure 31: Advertising industry organisation
• Figure 32: Growth of Google advertisers (thousands)
• Figure 33: Breakdown of advertisers’ media spending in France, by advertising medium
• Figure 34: Top 5 ad networks in terms of penetration rate in the United States in December 2008
• Figure 35: Breakdown of the ad server market in 2008 (% of requests sent to ad servers)
• Figure 36: Market share of the top five search engines in the United States (% of requests launched on the five engines)
• Figure 37: Most popular search sites in Europe in March 2008 (% of searches)
• Figure 38: Breakdown of China’s search marketing market in Q3 2008 (% of revenue)
• Figure 49: Breakdown of visits to e-commerce sites in France brought by sponsored links, in February 2008
• Figure 40: Leading ad carrying sites in the US in June 2008 (% of impressions)
• Figure 41: Advertising revenue’s contribution to Google, Yahoo! and AuFéminin.com’s income in 2008
• Figure 42: Breakdown of Google’s annual revenue
• Figure 43: Breakdown of Google and Yahoo!’s operating costs in 2008, by cost item
• Figure 44: Change in the annual growth rate of Google’s search marketing business and revenue in the United States
• Figure 45: Yellow Pages’ online revenue in the US, 2002-2008
• Figure 46: Breakdown of business directory segment revenue in France
• Figure 47: Forecast annual spending on local digital media* advertising in the United States
• Figure 48: Digital media’s share of spending on local advertising in the United States
• Figure 49: Growth forecasts for advertising spending worldwide in 2009 and 2010, according to Carat
• Figure 50: Media likely to benefit from budget changes in 2009, at the expense of others
• Figure 51: Media that will suffer from budget changes in 2009 that will benefit others
• Figure 52: Revised online ad spending between 2008 and 2009
• Figure 53: Advertisers’ stated reasons for increasing their Internet budgets, at the expense of other media
• Figure 54: Change in the breakdown of online ad revenue in the United States by pricing model
• Figure 55: Change in average net CPM for display ads (excl. commission), all sizes of site
• Figure 56: Change in average net CPM for display ads (excl. commission), by size of site
• Figure 57: Change in the CPC on the top search engines in the United States
• Figure 58: Google’s quarterly income in 2008
• Figure 59: Google’s quarterly net income in 2008
• Figure 60: Google’s annual income 2004-2008
• Figure 61: Google’s annual net income 2004-2008
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Reportlinker Adds Online Advertising – 2009 Edition
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