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Global Digital Media - Advertising and Marketing in the Digital Age


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Global Digital Media - Advertising and Marketing in the Digital Age

Spending on advertising using digital media channels is continuing to grow in market share despite economic conditions slowing down the growth of overall advertising spending. In 2014 the advertising sector is focused on the future opportunities offered by multi-screen developments. In other words, a cross-marketing approach involving multiple devices including TV, touchscreen tablets, computers, laptops, mobile phones etc. In addition, advertisers and content developers/providers are eyeing off the potential opportunities offered by the Over-The-Top (OTT) content distributed by Smart TVs. Digital marketing as a whole remains a growth area, as marketers shift towards these types of advertising methods at the expense of traditional formats.

This report provides an overview and analysis of Digital Media marketing with a focus on the following digital advertising platforms Internet (including social media), TV (including Smart TV) and Mobile. The report is designed to provide current observations which may assist investors, analysts and industry participants in making investment and business decisions.

Latest developments:

The Internet Media giants are waging a battle over online advertising spend with the established leaders Google and Yahoo beginning to feel the competitive pressure from other prominent sites like Facebook. Internet advertising will capture around 20% market share in 2014; Microsoft is revitalising its online advertising offerings via partnerships; Yahoo is also attempting a turn-around; Mobile advertising is a key growth area of the future; Online video advertising is facing a rising threat from ad-blocking technology,

Companies mentioned in this report:

Google; Hulu; Yahoo; Microsoft; Facebook; Amazon. Examples of top companies spending on mobile advertising.


1. Synopsis
2. Market summary
3. Market insights
3.1 Consumers will lead the way
3.2 Changes in internet advertising
3.3 Mobile advertising
3.3.1 Advertising on mobile apps
3.4 Mobile Location-Based Advertising (MLBA)
3.5 TV advertising
3.5.1 Smart TV advertising
3.6 Digital ad exchanges
4. Internet media companies selected insights
4.1 Google - Advertising a main strategic drivers
4.2 Yahoo - profit up, sales down as it attempts to lure Google and Facebook users
4.3 Hulu - mostly positives for Hulu
4.3.1 Ad blocking technology
4.4 Facebook - prepared to operate in different markets
4.5 Amazon's rising threat
5. Key online advertising categories
5.1 In-game advertising
5.2 Social media advertising
5.3 Online video advertising
5.4 Online search advertising
6. A multi-screen approach gains attention
7. Consumers react to privacy misuse by Internet companies
8. Related reports
Table 1 Global advertising spending- all mediums 2010 - 2015
Table 2 Top ten countries by digital advertising spend per Internet user - 2013
Table 3 Global online advertising spend 2012 - 2014
Table 4 Global advertising spending market share by major types 2013; 2015
Table 5 Google total advertising revenue 2006 - 2012
Table 6 Facebook total and mobile advertising revenue Q2 2013; Q3 2013
Table 7 Global in-game advertising spending 2010; 2013
Table 8 Worldwide social network advertising spending 2008 2016
Table 9 USA social network advertising spending 2008 - 2009
Table 10 US online advertising revenues - top four portals 2008 - 2011
Exhibit 1 Digital advertising cost considerations
Exhibit 2 Online ad deal between Google and Yahoo aborted
Exhibit 3 Top mobile advertising spenders Q2 2012
Exhibit 4 Anarchy Online by Funcom
Exhibit 5 Facebook and Nielsen's marketing alliance

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