Table 1: Strengths and weaknesses of media advertising 16
Table 2: Strengths and weaknesses of below the line advertising 17
Table 3: Theoretical modelling of the objectives of advertising campaigns 18
Table 4: Global advertising spending, per medium 19
Table 5: Forecast change in global advertising spending, per medium 20
Table 6: The main forms online media and non-media advertising 24
Table 7: Comparison of online and offline forms of advertising 25
Table 8: Comparison of the strengths and weaknesses of the different media for advertisers 28
Table 9: Average weekly time spent online in Europe, in 2005 and 2006 33
Table 10: USA: most popular tools with regular web users 46
Table 11: Mobile advertising’s share of the global advertising market 59
Table 12: Ad regulation on the free mobile TV service in South Korea (T-DMB) 73
Table 13: Leading providers of mobile marketing and advertising solutions 75
Table 14: Comparison of the impact of advertising in France in 2006, by medium 93
Table 15: Paid content and online advertising revenue in the US (2003, 2005) 103
Table 16: Press revenue in France (2003, 2006) 103
Table 17: TV revenue in Europe (2003, 2006) 104
Table 18: Ad-funded internet access initiatives 105
Table 19: Ad-funded initiatives in the calling market 106
Table 20: Ad-funded video initiatives 107
Table 21: Ad-funded video game initiatives 109
Table 22: Ad-funded music initiatives 110
Table 23: Various ad-funded initiatives 111
Table 24: Forecast change in the advertising market in the United States 124
Table 25: Forecast change in the advertising market in the largest Western European countries 125
Figure 1: Main players in the advertising market 19
Figure 2: Change in the breakdown of advertising spending worldwide, by medium 21
Figure 3: Change in the breakdown of advertising spending worldwide, by geographical zone 21
Figure 4: Comparison of marketing mixes in the biggest markets in 2007 22
Figure 5: Change in the structure of marketing investments in France and in the US 23
Figure 6: Change in marketing investments in France 24
Figure 7: Number of unique monthly internet users by country 33
Figure 8: Growth of advertising spending worldwide, by medium, 2006- 2009 34
Figure 9: Forecast growth of market share for online ad formats in the US, 2001-2010 35
Figure 10: Growth of CPM in France by type of display, in 2006 and 2007 37
Figure 11: Cost per lead for non-media formats 38
Figure 12: Users’ brand expectations on search engines 39
Figure 13: Forecast growth of market share for online classified ads in the US, 2001-2010 41
Figure 14: Advertisements on Windows Live Messenger 42
Figure 15: Click-to-call on Google and eBay 43
Figure 16: Web couponing 43
Figure 17: Sponsorship: Intel on Digg and Nike on MySpace 44
Figure 18: Sponsored links triggered by tags 45
Figure 19: Example of an in-game ad 48
Figure 20: Product placement in an online video 48
Figure 21: The L’Oréal Paris beauty contest in Second Life 49
Figure 22: A new approach to consumers in customer relations management 51
Figure 23: Mobile penetration rates 55
Figure 24: Number of users/viewers/listeners in France in 2006 55
Figure 25: Average monthly mobile consumption per user in Europe, in minutes of use (MoU) 56
Figure 26: Mobile advertising, still a very minor market segment in 2007 57
Figure 27: Breakdown of mobile advertising investments worldwide in 2006 58
Figure 28: Annual growth rate of advertising spending worldwide 58
Figure 29: Percentage of the population equipped with a 3G handset in the EU-15 59
Figure 30: Breakdown of mobile handset sales worldwide 60
Figure 31: Types of content viewed on mobile internet 61
Figure 32: Mobile advertising value chain 62
Figure 33: Example of a walled garden mobile advertising revenue sharing model 63
Figure 34: Structure of the mobile advertising market in 2007 and forecasts for 2010 64
Figure 35: Examples of texting campaigns using Netsize direct marketing solutions 65
Figure 36: Amobee’s ad-funded SMS/MMS solution 66
Figure 37: Two of the display formats offered by ScreenTonic: interstitial and billboard 67
Figure 38: Sponsored links on a mobile search results page 68
Figure 39: Click-to-call in the search results on Windows Live Search for mobile 69
Figure 40: Growth of voice and data ARPU in Western Europe, 2002-2007 69
Figure 41: Advertising on a free WAP music site 70
Figure 42: Share of internet users polled who prefer to watch an ad in exchange for free access to their favourite mobile content 71
Figure 43: South Korean TV viewers’ reaction to advertising 72
Figure 44: Examples of interactive mobile advertising 74
Figure 45: Radio and TV revenue structure in 2005 77
Figure 46: Traditional French media’s resource structure 78
Figure 47: Comparison of the change in the amount of time that Europeans spend consuming the main media 79
Figure 48: TV penetration rates 81
Figure 49: Average TV viewing around the world 81
Figure 50: Average TV viewing in Western Europe 81
Figure 51: Average time spent listening to the radio in 2006 82
Figure 52: Use of the internet for listening to live radio (% of adults) 83
Figure 53: Use of the internet for listening to or downloading audio content 83
Figure 54: Change in the average circulation of daily paid newspapers, per issue 85
Figure 55: Comparison of media consumption times in France in 2002, by timeslot 85
Figure 56: Audience breakdown by time of day 86
Figure 57: Breakdown of advertisers’ TV investments, by time slot 87
Figure 58: Comparison of the change in the top national commercial channels’ share of TV ad revenue 88
Figure 59: Comparison of strengths of advertising on the six main media in South Korea 91
Figure 60: Reasons why viewers watch TV commercials 91
Figure 61: Contribution of the five tiers of advertisers to media ad revenue 92
Figure 62: Example of interactive product placement in the series "Sex and the City" 97
Figure 63: Change in print media and outdoor advertising’s share of media ad revenue 100
Figure 64: 2D barcode vs classic barcode 101
Figure 65: 2D barcode in a magazine advertisement 102
Figure 66: Revenue share for the top online ad vendors in the US 112
Figure 67: Revenue per user in 20072007 113
Figure 68: Change in French households’ ICT budget, per item 114
Figure 69: Media and non-media ad revenue in France in 2006 114
Figure 70: Comparison of advertiser media spending in the main markets 118
Figure 71: Breakdown of ad revenue in the United States by type of medium 124
Figure 72: Breakdown of ad revenue in the United States by medium 125
Figure 73: Breakdown of ad revenue in Western Europe by type of medium 126
Figure 74: Breakdown of ad revenue in Western Europe by medium 126
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