IDC MarketScape: U.S. Internet Advertising 2008 Vendor AnalysisIDCJanuary 23, 2009 26 Pages - SKU: IDC2094254 |
| Countries covered: United States This IDC study analyzes how well the major U.S. new media companies are suited to compete relative to each other in the Internet advertising market today and in the future. It employs a scoring and ranking model to determine each contender's situation and displays them in a single, easy-to-understand chart. The model covers the players' product offers as well as their marketing and business management performance. The companies covered are AOL, CBS Interactive, Google, eBay, Facebook, Fox Interactive Media (MySpace), IAC (Ask.com), Microsoft's Online Services Business (Microsoft OSB), the New York Times' Internet businesses (NYTI businesses), ValueClick, and Yahoo!. "Google is and will remain dominant in the U.S. Internet advertising industry over the next five years," said Karsten Weide, IDC's program director for Digital Media and Entertainment. "Search advertising is the most important market segment and that will not change in the near future. Longer term, Google will be more challenged because other forms of advertising, especially video, will become more important." |
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