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Online Advertising: An Opportunity for the Music Industry?

Published by: Generator Research Limited

Published: Nov. 20, 2006 - 14 Pages


Table of Contents


CONTENTS




INTRODUCTION




BUSINESS MODEL 1

DESCRIPTION

ADVANTAGES

DISADVANTAGES

Competition

Volume

Audience Targeting

Realising the Premium

CONCLUSIONS




BUSINESS MODEL 2

USER TARGETING

User Identification: Cookies vs. User Registration

User Profiling Information

USER PROPOSITION

Requirements

Relationship to Other Propositions

Ad Reach

USER EXPERIENCE

Marketing and Registration

Transaction Handling




BUSINESS MODEL 3

CREDIT VISIBILITY

CREDIT VALUE

Ads Are Played After Download

Points System: Loyalty Program




CONCLUSION

Abstract

This report analyses the extent to which record labels could enjoy a new revenue stream by placing ads on the websites of their artists. Three different business strategies are described and contrasted in detail.

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