DUBLIN – Research and Markets has announced the addition of the “Internet Advertising Market Assessment 2009” report to their offering.
In 2008, UK expenditure on Internet advertising was valued at £3.35bn. The Internet is the UK’s fastest-growing advertising medium and, in the first half of 2009, the UK became the first major European market in which online advertising expenditure exceeded television advertising expenditure.
The UK advertising market in general is being affected by the recession and revenues from other advertising media, including television, radio, newspapers, magazines and outdoor, are forecast to decline in 2009.
Although it is still important, television no longer monopolises the media schedule as it did in the past. Marketers have realised that digital promotion, including Internet advertising, is an inexpensive and effective way of building their brands. This trend has been prompted by a fundamental change in consumer behaviour due to the rise of the Internet and media fragmentation.
Search marketing remains the largest single format within the Internet advertising mix. It has become a staple on the media schedule and is increasingly integrated into traditional and online advertising campaigns. The second-largest sector of the Internet advertising market is classified advertising, expenditure on which now exceeds that on display advertising. Solus e-mail advertising is now a very minor sector of the market.
One controversial area of Internet advertising is behavioural advertising, which works by constantly analysing customers’ Web surfing activity to determine their interests. The technology then delivers targeted advertising to users when they visit certain websites. In April 2009, the European Commission opened infringement proceedings against the UK as a result of concerns about the UK’s implementation of EU ePrivacy and personal data-protection rules. The Office of Fair Trading (OFT) has also begun an investigation into potentially misleading advertising on the Internet.
Original research for this report found that 97.3% of British Internet users now access the Internet at home. The survey also revealed that 96.3% of those who had used the Internet in the previous 12 months usually accessed the Internet using a broadband connection. Online shopping continues to increase in popularity, with 86.4% of the Internet users in a survey having shopped online. Concern about fraudulent card use, though still evident, appears to be in decline as a barrier to online transactions.
This report forecasts that expenditure on Internet advertising in the UK will continue to rise in 2009, although the rate of growth will be considerably lower than in previous years, as a result of the recession. Thereafter, the report projects that expenditure on online advertising will rise more rapidly, in line with the increasing popularity and use of the Internet.
Key Topics Covered:
Executive Summary
1. Introduction
Overview
Definition
2. Strategic Overview
Market Dynamics And Segmentation
The Consumer
Competitive Structure
Key Trade Associations
Market Forecasts
3. Market Analysis
Market Size
Factors Influencing Market Growth
4. An International Perspective
The Total Advertising Market
Internet Usage
Leading Internet Advertising Markets
Eiaa Mediascope Europe 2008
5. Pest Analysis
Political Factors
Economic Factors
Social Factors
Technological Factors
6. Consumer Dynamics
Overview
Internet Access
Location Of Internet Access
Frequency Of Internet Access
Internet Shopping
Internet Advertising
Advertising Of Websites In Other Media
Other Factors Influencing Consumer Attitudes
7. Company Profiles
Aegis Media Ltd
Emc Consulting (Uk) Ltd
I-Level Ltd
Lbi Ltd
Poke London Ltd
Profero Ltd
Tribal Ddb Cis Uk Ltd
Twentysix London Ltd
8. The Future
Introduction
Forecasts 2009 To 2013
Long-Term Trends
9. Further Sources
Associations
General Sources
Government Sources
Other Sources
Key Note Sources
Understanding Tgi Data
Number, Profile, Penetration
Social Grade
Standard Region
Research
Range Of Reports
For more information visit http://www.researchandmarkets.com/research/74d282/internet_advertisi
