The World Online Advertising Market - Mobile Internet, social networks and video online

This report provides a thorough analysis of the online advertising market through an examination of the positioning of the top players, the techniques being used, the main approaches being taken to advertising on the Web and the central issues facing the sector, along with forecasts up to 2014 by country and by ad format. Particular focus will be given to emerging markets such as: the mobile Internet, online video and social networking.

Report Highlights
Database

Actuals & Forecasts 2006-2014

Areas & countries covered:
• World
• European Union
• Europe's Big Five
• China
• France
• Germany
• Italy
• Japan
• South Korea
• Spain
• UK
• USA

Advertising revenues:
• Online ad revenues
• Total media ad revenues
• Share of media ad revenues (%)
• Online ad revenues growth (%)
• Media ad revenues growth (%)

Online ad revenues by advertising format:
• Display
• Search marketing and assimilated
• Other
- in value and share of total online ad market (%)

Emerging ad markets:
• Mobile Internet
• Social Networks
• Online Video

Internet and mobile Internet subscriber numbers:
• Internet users
• Mobile Internet users
[Studien Infos ausblenden]

1. Executive Summary

2. Methodology

3. Market structure & key elements
3.1. Market overview
3.1.1. Definitions
3.1.2. Market segmentation
• Display and sponsoring
• Search marketing
• Mobile advertising
• Other formats
3.2. Consumption habits spurring the online advertising market’s growth
3.2.1. Internet, a growing mass medium
3.2.2. Search, a major online service
3.2.3. Internet vs. traditional media
3.2.4. Online video is booming
3.2.5. Social networking sites
3.2.6. Is mobile a new ad medium?
3.3. Current market estimates
3.3.1. Global online advertising market
3.3.2. The market by ad format
3.3.3. Emerging advertising markets
• Mobile Internet
• Online video
• Social networking sites
3.4. Key technologies
3.4.1. Audience measurement
3.4.2. Targeting
3.4.3. Contextualisation
• Matching ads to content
• Contextualized video ads
3.4.4. Web Analytics
3.4.5. Respecting privacy and regulatory constraints
3.5. Trends in products & services
3.5.1. Emergence of a new generation of banners
3.5.2. Video and new ad formats
3.5.3. Using semantic technologies for online advertising
3.5.4. Emergence of ads on social media sites
• Social networking sites, hosting branded communities
• Social marketing and special events
• How to monetize users: the crux of the issue on social networking sites
3.5.5. Mobile advertising
• New opportunities
• Interactivity, key to innovations in mobile advertising
• Location-based ads
• More effective ads?
• Growth enablers and impediments
3.5.6. Developments in audience measurement

4. Industry organization & strategy
4.1. Industry structure
4.1.1. Player categories
• Service providers
• Ad brokers
• Agencies
• Advertisers
• Platforms
4.1.2. Search & display value chains
4.1.3. Competition structure
4.1.4. Business models
4.2. Player profiles
4.2.1. All-purpose ad brokers
4.2.2. Specialized ad brokers
4.2.3. Support sites
4.2.4. Web analytics and behavioural targeting
4.2.5. Agencies
4.3. Strategic analysis
4.3.1. Developments in the main online ad formats
• Segmentation of the display market
• Growing maturity of search marketing
• Video ads: a new growth outlet for display
4.3.2. Local advertising
4.3.3. Telcos’ strategies

5. Markets & forecasts
5.1. Growth factors
5.1.1. Analysis of growth and disruptive factors
5.1.2. Forecast hypotheses
5.2. Market forecasts
5.2.1. Forecasts 2010-2014
5.2.2. The market by ad format
5.2.3. Emerging advertising markets
[Inhaltsverzeichnis ausblenden]

Table 1: Main features of online ATL and BTL advertising 20
Table 2: Forms of online advertising 20
Table 3: The AIDA model applied to online advertising . 21
Table 4: Video consumption in France, Germany and the UK, 2008-2009 35
Table 5: World online advertising market, 2006-2009 39
Table 6: Breakdown of the global online advertising market by format, 2006-2009 40
Table 7: Comparison of tools offered by the leaders in audience measurement in France . 49
Table 8: Definitions of the opt-in and opt-out personal data collection modes. 60
Table 9: Latest changes in Facebook’s privacy settings 62
Table 10: Examples of players positioned in semantic advertising 71
Table 11: Examples of mobile applications offering location-based services 79
Table 12: Mobile audience in the United Kingdom in December 2009 based on operator log file analysis. 85
Table 13: Leading fixed Internet platforms. 89
Table 14: Acquisitions and strategic alliances on the mobile ad network market 94
Table 15: Online ad market share controlled by Google, Yahoo! and Microsoft, 2008-2009. 98
Table 16: Revenue per user, January 2010. 100
Table 17: Facebook, fact sheet and key figures 115
Table 18: auFeminin, fact sheet and key figures . 117
Table 19: Hulu, fact sheet and key figures. 118
Table 20: AlloCiné, fact sheet and key figures. 120
Table 21: Omniture key acquisitions since 2007 122
Table 22: Principal acquisitions in the local services market . 133
Table 23: Mobile operators’ online advertising strategies 134
Table 24: Growth of the world online advertising market, 2010-2014 137
Table 25: Breakdown of the global online advertising market by format 2010-2014 . 139
Figure 1: Online advertising market, world, Europe and United States, 2007-2014 . 12
Figure 2: Growth of emerging advertising markets, worldwide, 2014 . 14
Figure 3: Breakdown of the world online advertising market, 2009. 15
Figure 4: Principal ad banner formats . 23
Figure 5: Examples of mobile ads . 27
Figure 6: Examples of banners inserted in iPhone applications 28
Figure 7: Growth in the number of Web users, worldwide, 2006-2009 . 30
Figure 8: Most popular Internet activities in Europe, 2010 31
Figure 9: Increase in the number of searches made by Web users in the US, 2008-2010. 31
Figure 10: Comparison of time spent on television and the Internet, 2009 . 32
Figure 11: Comparative effectiveness of TV and online video advertising in the US, 2010 32
Figure 12: Comparative effectiveness of cross-media ad campaigns in the Netherlands, 2010. 33
Figure 13: Multitasking practices in Europe, 2010 33
Figure 14: Number of video views online in the US, 2008-2010 . 34
Figure 15: Number of unique visitors to online video sites in the US, 2008-2010. 34
Figure 16: Average number of video views per month in the US, 2008-2010. 34
Figure 17: Average online video viewing time per viewer in the US, 2008-2010 34
Figure 18: Social network usage among Web users in several countries, January 2010 . 35
Figure 19: Change in audience of the main social networks worldwide, 2008-2009. 36
Figure 20: Change in time spent on some of the most popular sites worldwide, 2006-2009 36
Figure 21: Breakdown of Facebook and MySpace audiences by age group, December 2009. 37
Figure 22: Comparison of TV, Internet and mobile phone use in the United States, 2009-2010 37
Figure 23: Growth of mobile Internet use, 2007-2009. 38
Figure 24: Change in the online advertising market in the US, Europe (EU27) and Japan, 2007-2009 . 39
Figure 25: Change in the online advertising market in Europe (EU5), China and South Korea, 2007-2009 40
Figure 26: Breakdown of the global online advertising market by format and by country, 2009 . 41
Figure 27: Change in the display market in the US, Europe (EU27) and Japan, 2007-2009 41
Figure 28: Change in the display market in Europe (EU5), China and South Korea, 2007-2009 . 42
Figure 29: Change in display’s share of the online advertising market by country, 2006-2009 42
Figure 30: Change in the search marketing segment in the US, Europe (EU27) and Japan, 2007-2009. 43
Figure 31: Change in the search marketing segment in Europe (EU5), China and South Korea, 2007-2009 43
Figure 32: Change in search marketing’s share of the online advertising market by country, 2006-2009 43
Figure 33: Emerging advertising markets’ share in the online advertising market in Europe (EU5), 2009 . 44
Figure 34: Emerging advertising markets’ share in the online advertising market in the US, Europe (EU27), Japan, South Korea and China, 2009 45
Figure 35: Change in the mobile advertising market in the US, Europe (EU27), Japan and South Korea, 07-0945
Figure 36: Change in the mobile advertising market in Europe (EU5) and China, 2007-2009 . 46
Figure 37: Change in the advertising market on online video sites in the US, Europe (EU27) and Japan, 08-0946
Figure 38: Change in the advertising market on online video sites in Europe (EU5) and South Korea, 08-09. 47
Figure 39: Change in the advertising market on social networks in the US, Europe (EU27) and Japan, 07-09 . 47
Figure 40: Change in the advertising market on social networks in Europe (EU5), 2007-2009 48
Figure 41: France-based Criteo, specializing in retargeting 52
Figure 42: Percent of European advertisers that use behavioral targeting . 52
Figure 43: Simplified functional diagram of packet acquisition 53
Figure 44: Contextual advertising for content pages via AdSense 54
Figure 45: The Blinkx “un-roll” . 55
Figure 46: How contextual advertising is integrated into an Internet video . 55
Figure 47: Optimization of a home page based on an eye tracking study 56
Figure 48: 24/7 Real Media's Open AdStream platform 58
Figure 49: Obstacles to an effective measurement strategy on the Web, April 2010 . 59
Figure 50: Example of a Beacon update appearing in the News Feeds of a Facebook member’s contacts after she rated a video on the Blockbuster site 60
Figure 51: Facebook lets users decline the Beacon feature . 61
Figure 52: The “Like” button lets Facebook track its members on the Web 61
Figure 53: The Canal+ campaign on MSN for the launch of the series Braquo 63
Figure 54: Buying a DVD via a banner ad, developed by Tailgate 64
Figure 55: US Web users’ attitude toward ads in online videos, May 2010 65
Figure 56: Pre-roll ad in a movie trailer on AlloCiné 65
Figure 57: Online video ad formats with the highest ROI for US agencies and advertisers, April 2010 . 66
Figure 58: Overlay with YouTube InVideo Ads . 66
Figure 59: Product placement in an online video 67
Figure 60: Hulu Branded Entertainment Selector lets users decide how to watch ads. 68
Figure 61: YouTube allows users to choose the ad they want to watch . 68
Figure 62: Architecture of the Semantic Web 69
Figure 63: Example of dynamic advertising based on semantic analysis of a Web page. 70
Figure 64: Sample communities: Nike, EasyJet and Adidas on MySpace 72
Figure 65: Verizon’s Business Page on Facebook 73
Figure 66: Pizza Hut application on Facebook 73
Figure 67: Engagement Ads on Facebook 74
Figure 68: Integrating TV show American Idol into Habbo 75
Figure 69: Comparison of average net CPM in the US based on advertising medium, April 2010. 76
Figure 70: Example of a Promoted Tweet on Twitter 77
Figure 71: Integration of iPhone functionality in the Nissan campaign 78
Figure 72: Examples of expandable banners on mobile phones 78
Figure 73: Example of interactive mobile ad for the video game Assassin's Creed from Ubisoft . 79
Figure 74: Examples of location-based ads on mobile phones. 80
Figure 75: Comparison of click-through rates by format (automotive industry). 81
Figure 76: Expectations regarding mobile advertising in France. 81
Figure 77: Receptiveness to mobile advertising in the United States . 81
Figure 78: Measuring banner visibility time. 83
Figure 79: Breakdown of advertisers and ad spending in France, 2009 . 85
Figure 80: The search marketing value chain . 90
Figure 81: The display value chain 91
Figure 82: Advertising industry structure. 91
Figure 83: Increase in the number of Google advertisers, 2003-2008 92
Figure 84: Top five ad networks in terms of penetration rate in the US, December 2008. 93
Figure 85: Mobile advertising’s market share in the US, 2009 94
Figure 86: Breakdown of the ad server market, May 2010 . 95
Figure 87: Market share of the top five search engines in the US, April 2010 96
Figure 88: Market share of the top five search engines in the US, April 2009 96
Figure 89: Breakdown of advertisers’ spend on search marketing by player in the US, Q4 2009 96
Figure 90: Market share of search engines in Asia-Pacific, September 2009. 97
Figure 91: Main publisher sites in the US, Q1 2010 98
Figure 92: Ad revenue’s contribution to Google, Yahoo! and auFeminin.com’s income in 2009 100
Figure 93: Breakdown of Google’s annual revenue, 2006-2009 . 101
Figure 94: Change in Google’s traffic acquisition costs, Q1 2008 – Q1 2010. 102
Figure 95: Mobile ad formats offered by AdMob . 112
Figure 96: Interactive video ad format vChoice. 114
Figure 97: Examples of ads on Facebook. 116
Figure 98: Example of an expandable ad that integrates video on auFeminin.com 118
Figure 99: Examples of in-stream ad formats offered on Hulu 119
Figure 100: Hulu application on Facebook with integrated advertising . 119
Figure 101: Integration of Omniture within Adobe. 122
Figure 102: Change in the annual growth rate of search marketing revenues and Google’s revenues in the US, 2004-2009 . 127
Figure 103: Change in growth of the display segment by format in the US, 2009-2014 . 128
Figure 104: Average CPM for video ads by format in the United States, 2008. 128
Figure 105: Change in CPM for pre-rolls in the US, 2008-2009 129
Figure 106: Principal source of information used for local businesses 129
Figure 107: Searching for local information on mobile 130
Figure 108: Change in the number of location-based apps launched per month on iPhone, Android and Blackberry, June 2008 – December 2009 131
Figure 109: Change in the breakdown of local advertising spend in the US, 2008-2013 132
Figure 110: Breakdown of revenues of PagesJaunes Group in France, 2004-2009 132
Figure 111: Example of local search on Google . 134
Figure 112: Change in the online advertising market in the US, Europe (EU27) and Japan, 2010-2014 138
Figure 113: Change in the online advertising market in Europe (EU5), China and South Korea, 2010-2014 138
Figure 114: Breakdown of the online advertising market by format and by country in 2014. 139
Figure 115: Change in the display market in the US, Europe (EU27) and Japan, 2010-2014 140
Figure 116: Change in the display market in Europe (EU5), China and South Korea, 2010-2014 . 140
Figure 117: Change in the search marketing segment in the US, Europe (EU27) and Japan, 2010-2014. 141
Figure 118: Change in the search marketing segment in Europe (EU5), China and South Korea, 2010-2014 141
Figure 119: Emerging advertising markets’ share in the online advertising market in the US, Europe (EU27), Japan, South Korea and China in 2014 . 142
Figure 120: Change in the mobile advertising market in the US, Europe (EU27) and Japan, 2010-2014 143
Figure 121: Change in the mobile advertising market in Europe (EU5), China and South Korea, 2010-2014 . 143
Figure 122: Change in the advertising market on online video sites in the US, Europe (EU27) and Japan, 10-14144
Figure 123: Change in the advertising market on online video sites in Europe (EU5) and South Korea, 10-14. 144
Figure 124: Change in the advertising market on social networks in the US, Europe (EU27) and Japan, 10-14145
Figure 125: Change in the advertising market on social networks in Europe (EU5), 2010-2014 145
[Tabellenverzeichnis ausblenden]