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Global Digital Media - Advertising and Marketing

Published by: Paul Budde Communication Pty Ltd

Published: May. 12, 2009 - 113 Pages


Table of Contents



1. Global Digital Media Advertising and Marketing Industry

1.1 Digital marketing and advertising overview

1.1.1 Digital advertising cost considerations

1.1.2 Digital advertising agencies

1.1.3 New advertising models

1.2 Online advertising

1.2.1 Internet use

1.2.2 Internet advertising spend statistics

1.2.3 Who are the big spenders?

1.2.4 Benefits of Internet advertising

1.2.5 Changes in Internet advertising

1.2.6 Infrastructure bottleneck in Internet economy

1.2.7 Online advertising models

1.2.8 Key online advertising categories

1.2.9 Dubious advertising tactics

1.3 Mobile advertising

1.3.1 Overview

1.3.2 Mobile advertising spend statistics

1.3.3 Consumer attitudes to mobile advertising

1.3.4 Ads in exchange for free mobiles

1.3.5 Mobile image ads from Google

1.3.6 Location-Based Advertising (LBA)

2. Internet Versus Traditional Media Companies

2.1 Traditional media industry

2.1.1 Introduction

2.1.2 Continental shift in competition

2.1.3 Distinct industry realignments

2.1.4 Advertising spending moving to online

2.1.5 TV broadcasters

2.1.6 Radio broadcasters

2.1.7 Newspaper publishers

2.1.8 The video and DVD rental companies

2.1.9 The anomaly of the mass media

2.2 Internet media companies

2.2.1 Introduction and analyses

2.2.2 Internet media companies

2.2.3 Key areas for Internet media companies

2.2.4 Case study: Google, the leader

2.2.5 Brief case study: eBay/Skype

2.2.6 Other key developments/analysis

3. Open Networks and Internet Neutrality

3.1 Open networks analysis

3.1.1 Economic Stimulus packages and open networks

3.1.2 Open access principles

3.1.3 Examples of open access

3.1.4 Unbundling of the local loop

3.1.5 Rethink of Universal Service Obligations/Funds

3.1.6 Conclusion: open networks engine for innovation and growth

3.2 Net neutrality analysis

3.2.1 Introduction

3.2.2 Network neutrality - a global issue

3.2.3 Carriers in competition with content providers

3.2.4 Network neutrality and non-discrimination

3.2.5 Developments in the USA

3.2.6 No-one owns the Internet

4. Regional Overviews

4.1 North America

4.2 Latin America

4.2.1 Overview

4.2.2 Argentina

4.2.3 Chile

4.2.4 Brazil

4.3 Europe

4.3.1 Europe moving to online advertising model

4.4 Africa

4.4.1 Online advertising

4.4.2 Online retail

4.4.3 Online media

4.4.4 M-commerce

4.4.5 Mobile advertising

4.4.6 Location-based services (LBS)

4.4.7 Manobi

4.4.8 Interactive TV (iTV)

4.4.9 Mobile TV

4.5 Middle East

4.5.1 Middle East advertising market

4.5.2 Online advertising market remains small

4.5.3 Mobile advertising market promising

4.6 Asia

4.6.1 Market overview

4.6.2 Advertising and marketing in selected Asian markets

4.7 Pacific region

4.7.1 Australia

4.7.2 New Zealand

5. Glossary of Abbreviations

List of Tables and Exhibits

Table 1 - Worldwide advertising spending - 2008 - 2009

Table 2 - Most popular forms of online advertising

Table 3 - Worldwide Internet users - 1990 - 2009

Table 4 - Worldwide online advertising spending - 2007 - 2009

Table 5 - USA online advertising spending - 2000 - 2009

Table 6 - Worldwide interactive advertising revenue - 2012

Table 7 - Worldwide online game ad spend - 2007 - 2008; 2012

Table 8 - Worldwide social network advertising spend - 2008 - 2010

Table 9 - USA social network advertising spend - 2008 - 2009

Table 10 - US online advertising revenue - top four portals - 2006 - 2008

Table 11 - Worldwide mobile ad spending - 2008; 2013

Table 12 - Worldwide mobile TV ad spending - 2008; 2013

Table 13 - Worldwide advertising spend versus online advertising spend - 2009

Table 14 - Online news readership versus print news in the US - 2006; 2008

Table 15 - Visitors to top web properties worldwide - 2008

Table 16 - Search engine worldwide market share - 2009

Table 17 - Free projections - Paris fibre - 2006; 2008; 2010; 2012; 2014

Table 18 - Forecast fibre subscribers in the Netherlands - 2008 - 2011; 2017

Table 19 - US online advertising by type of advertising - 2007 - 2008

Table 20 - US online advertising revenues and market shares - top 3 providers - 2008

Table 21 - US leading Internet advertising by industry and impressions - October 2008

Table 22 - B2C sales in Argentina - 2003 - 2007

Table 23 - E-commerce transactions in Chile - 2001 - 2008

Table 24 - Advertising spend in Europe - 2006 - 2010

Table 25 - Online advertising spend in Europe - 2005 - 2010

Table 26 - Online advertising revenue in South Africa - 2003; 2006 - 2009

Table 27 - Online retail in South Africa - revenue, annual growth, number of sites - 2003 - 2007

Table 28 - 3G subscribers as a percentage of total subscribers - selected Middle Eastern countries - 2006 - 2008

Table 29 - Advertising market in China - Q3 2008

Table 30 - Online retail market in China - 2003 - 2008

Table 31 - Breakdown of e-commerce users in China - 2008

Table 32 - Market share of online search engines in China - 2005 - 2008

Table 33 - Top 10 online advertising brands in Hong Kong - Q1 2008

Table 34 - Advertising expenditures by medium in Japan - 2006 - 2008

Table 35 - Advertising ratio by medium in Japan - 2006 - 2008

Exhibit 1 - Digital advertising cost considerations

Exhibit 2 - Top three largest global advertising agencies - 2008

Exhibit 3 - Examples of digital advertising agencies

Exhibit 4 - Top sectors for online advertising spending

Exhibit 5 - Google-Yahoo online ad deal aborted

Exhibit 6 - Digital media marketing commandments

Exhibit 7 - Anarchy Online by Funcom

Exhibit 8 - Hulu - an interesting business model

Exhibit 9 - Examples of leading Internet media companies

Exhibit 10 - Key areas of focus for Internet media companies

Exhibit 11 - Definition: cloud computing

Exhibit 12 - Examples of alternative search engines

Exhibit 13 - Google key activities - 2006 - 2007

Exhibit 14 - Interesting items sold on eBay

Exhibit 15 - Open Access Principles

Exhibit 16 - Implications of ending net neutrality

Abstract

This annual report offers a wealth of information on the worldwide development of advertising and marketing in the digital era. It includes information on both online and mobile advertising and offers analyses, statistics, forecasts and trends. It provides insight into the impact that digital media has had on the traditional media and the changes they are making to evolve in the new landscape. Information on the leaders to date, the Internet Media companies, is included along with a case study on Google. Brief regional information on developments in North America, Latin America, Europe, Middle East, Africa and Asia Pacific are also provided.

  Subjects covered include:
  •          Digital marketing;
  •          Online advertising and marketing industry including statistics;
  •          Mobile advertising and marketing industry including statistics;
  •          Analyses of changes in traditional media ;
  •          Internet media companies including case study on Google;
  •          Analyses of open networks;
  •          Analyses of net neutrality;
  •          Brief regional overviews.
    •  


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