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市場調查報告書 - 222515

社群網路廣告的全球市場

Social Network Advertising

出版商 Global Industry Analysts, Inc.
出版日期 內容資訊 英文 321 Pages
價格
社群網路廣告的全球市場 Social Network Advertising
出版日期: 2011年09月01日 內容資訊: 英文 321 Pages
簡介

本報告提供全球社群網路廣告市場相關調查分析,美國,加拿大,日本,歐洲,亞太地區,全球其他各國的各市場整體性分析,以及2008年∼2017年預測,並彙整主要企業簡介等,為您概述為以下內容。

第1章 簡介,調查方法,產品定義

第2章 產業概要

  • 社群媒體廣告的時代
  • 短評
  • 以消費者的社群網路趨勢為目標
  • 社群廣告成為主流
  • 不景氣和社群網路廣告
  • 現在及未來分析
  • 美國:壟斷市場
  • 對社群廣告的期待
  • 社群網路的潛在收益評估的優點
  • 成功的社群網路的的廣告收入模式是什麼?
  • 社群遊戲:成長可能性

第3章 市場動態

第4章 社群網路與廣告策略

第5章 數位廣告

第6章 社群網路廣告的簡介

第7章 主要的社群網路網站

第8章 產品的創新與引進

第9章 近來產業活動

第10章 主要的社群網路廣告企業

第11章 全球市場預測

第12章 美國

第13章 加拿大

第14章 日本

第15章 歐洲

  • 法國
  • 德國
  • 義大利
  • 英國
  • 西班牙
  • 瑞典
  • 其他歐洲各國

第16章 亞太地區

第17章 全球其他各國

目錄

Abstract

This report analyzes the worldwide markets for Social Network Advertising in US$ Million. The report provides separate comprehensive analytics for US, Canada, Japan, Europe, Asia-Pacific, and Rest of World. Annual estimates and forecasts are provided for the period 2008 through 2017. The report profiles 57 companies including many key and niche players such as Adknowledge, Inc., Clearspring Technologies, Inc., DoubleClick, LifeStreet Media, LinkedIn Corporation, LivingSocial, Inc., Right Media LLC, RockYou, Inc., and SplashCast Corporation. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

Table of Contents

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITION

  • Study Reliability and Reporting Limitations
  • Disclaimers
  • Data interpretation & reporting level
  • Quantitative Techniques & Analytics
  • Product Definitions and Scope of Study

2. INDUSTRY OVERVIEW

  • The Age of Social Media Advertising
  • Snapshots
  • Targeting Consumer's Social Behavior
  • Social Advertising Assumes Mainstream Status
  • Recession & Social Network Advertising
  • Current and Future Analysis
  • US: The Dominant Regional Market
  • Social Advertising: Yet to Live Up to Expectations
  • Metrics to Assess Revenue Generation Potential of Social Networks
  • How Successful is the Ad Revenue Model for Social Networks?
  • Social Gaming: Potential for Growth
    • Table 1: Global Social Network Advertising Market (2010 & 2011): Percentage Share Breakdown of Revenues for Social Networks and Social Games (includes corresponding Graph/Chart)

3. MARKET DYNAMICS

  • Mobile Advertising - Potential for Growth
  • Social Advertising Follows Trends in Paid-for-Search Advertising
  • Global Use of Social Networks Continues to Rise
  • Large Brands Move Towards Social Advertising
  • Social Communities Foster Innovations at P2P Level
  • Social Advertising and Earned Media
  • Traditional Media Continue to Rule Advertising
    • Table 2: Average Revenue Per User (US$) in Social Network Advertising and Total Advertising (2009-2011) (includes corresponding Graph/Chart)
  • Can Social Media Beat Search Advertising?
  • Focus Shifts to User Engagement Ads
  • Challenges Facing Social Advertising
  • User Base Saturation - A Concern for Social Networks
    • Spam & Content Quality: Concerns Facing Microblogging
  • Low Engagement of Display Ads: A Major Barrier
  • B2B Social Marketing Spending on the Rise

4. SOCIAL NETWORKS & ADVERTISING STRATEGIES

  • Prelude
    • Table 3: Leading Players in the Social Network Advertising (2011): Percentage Share Breakdown of Revenues for Facebook, MySpace, Twitter and Others (includes corresponding Graph/Chart)
  • A Glance at the Advertising Strategies of Leading Social Networks
  • Facebook: The Leader in Social Network Advertising Arena
    • Table 4: Average Revenue Per User (in US$) of Select Technology Companies (2010) (includes corresponding Graph/Chart)
  • Is Google Plus the Answer to Facebook?
  • MySpace: Losing Hold on the Market
  • Twitter Advertising Revenues on the Rise

5. DIGITAL ADVERTISING

  • Digital Advertising: An Overview
  • Monetization of Online Businesses: Critical Factors to Watch Out
  • Major Platforms of Digital Advertising
  • Search Marketing: The Predominant Online Ad Segment
  • The Emerging Ad Formats
  • Technological Advancements Drive Development of New Ad Methods

6. INTRODUCTION TO SOCIAL NETWORK ADVERTISING

  • An Introduction to Online Advertising
  • Social Network Advertising: A Conceptual Overview
  • Ideal for Targeted Advertising Strategy
  • Social Ads Vs Behaviorally Targeted Ads
  • Tools of Social Advertising
  • Basic Components of Social Ads
  • Data Used in Social ads
  • Forms of Advertising on Social Networks
  • Self-Service Ads
  • Types of Social Network Advertising
  • Direct Advertising (Based on Network of Friends)
  • Direct Advertising (Placed on User's Social Networking Site)
  • Indirect Advertising
  • Social Media as Search Engines
  • Social Network Advertising Vs Traditional Online Advertising
  • Advantages of Social Network Advertising
  • Audience Targeting: A Key Benefit
  • Access to Large Audience Base
  • Easy Development of Content
  • Favorable Cost Scenario
  • The Advantage of Earned Media
  • Online Campaigns: Leveraging Social Media
  • Improving Customer Service and Feedback
  • Enhancing Social Awareness
  • Disadvantages of Social Network Advertising
  • The Role of Buzz Monitoring Tools

7. MAJOR SOCIAL NETWORKING SITES - A REVIEW

  • Introduction
  • Social Networks Development Timeline
  • An Overview of Leading Social Networks
  • Bebo (US)
  • Cyworld (South Korea)
  • Facebook, Inc. (US)
  • Advertising on Facebook: An Insight
    • Small Businesses - Major Revenue Generators for Facebook
    • Difference Between Facebook & MySpace
  • Friendster (Malaysia)
  • MySpace, Inc. (US)
  • Orkut (US)
  • Renren, Inc. (China)
  • Twitter, Inc. (US)

8. PRODUCT INNOVATIONS/INTRODUCTIONS

  • Mixi and Nike Japan Launch Social Banner Ad Campaign
  • YouTube Introduces TrueView Advertisement Format
  • XA.net Launches optim.al Multivariate Advertising Optimization Platform
  • Clickable Launches Live Advertising Solution
  • WebAdvantage.net Introduces Social Media Roadmap Service
  • Linqia Introduces Social Advertising Platform
  • The Social Network Introduces Advertisement Unit for MySpace
  • Twitter Introduces Promoted Tweets Advertising Platform
  • Facebook Introduces Places, Location-Based Platform
  • RockYou Introduces DOTD In-Game Advertising Solution
  • Turespana Introduces Online Campaign on Social Networks
  • Google Unveils DoubleClick for Publishers
  • BLiNQ Media Introduces BAM Facebook Ad Campaign Management Engine
  • RockYou Introduces Brand Advertising Offerings
  • ShopIt Introduces Shopit Media Advertising Network
  • Starbucks Unveils New Advertisement Campaign on Social Networks
  • eWorld Companies Introduces eWorldMix Online Social Network
  • Adknowledge Launches BidSystem 3.0 Self-Service Auction Marketplace
  • Clearspring to Introduce Enhanced Version of AddThis Platform
  • Google Launches New DoubleClick Ad Exchange
  • MySpace Introduces Self-Serve Ad Platform
  • Clearspring and SplashCast Introduce Integrated Social Advertising Platform
  • LinkedIn Introduces DirectAds Platform
  • SplashCast Introduces New HotSpot Technology
  • Adknowledge Introduces Social Advertising Network in the UK

9. RECENT INDUSTRY ACTIVITY

  • LivingSocial Takes Over Socialmedia.com
  • Experian Acquires Techlightenment
  • Facebook Establishes Sales Office in Brazil
  • AOL Takes Over Pictela
  • Traffic Marketplace Acquires Social Suitcase
  • LifeStreet Media Acquires Ad Network Assets of SocialCash
  • Adknowledge Takes Over Hydra Group
  • Criterion Capital Partners Takes Over Bebo
  • Kaixin.com to Merge with Renren.com
  • Google and MySpace Sign Multi-Year Agreement
  • Google Implements Changes to Orkut
  • Facebook and PayPal Enter into Partnership
  • RockYou Inks Agreement with Facebook(r)
  • Quepasa Signs Agreement with Grupo Expansion
  • Quepasa Signs Agreement with Sony Pictures Television Ad Sales
  • Candystand.com and Intergi Entertainment Sign Agreement
  • Facebook Establishes New Office in India
  • RockYou Collaborates with Game Developers to Integrate DOTD(SM)
  • Google Takes Over Teracent
  • Atrinsic Takes Over ShopIt
  • Adknowledge Acquires Advertising Business of SocialMedia.com
  • ShopIt Takes Over Triana Global
  • Adknowledge Takes Over KITN Media
  • Adknowledge Takes Over Advertising Business of Lookery
  • MOL Global Acquires Friendster
  • Mixi Becomes Part of OpenSocial Initiative
  • Adknowledge Acquires Adonomics
  • AOL Acquires Bebo
  • Radio One Acquires Community Connect

10. FOCUS ON SELECT SOCIAL NETWORK ADVERTISING COMPANIES

  • Adknowledge, Inc. (US)
  • Clearspring Technologies, Inc. (US)
  • DoubleClick (US)
  • LifeStreet Media (US)
  • LinkedIn Corporation (US)
  • LivingSocial, Inc. (US)
  • Right Media LLC (US)
  • RockYou, Inc. (US)
  • SplashCast Corporation (US)

11. GLOBAL MARKET PERSPECTIVE

  • Table 5: World Recent Past, Current and Future Analysis for Social Network Advertising with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

12. THE UNITED STATES

  • A. Market Analysis
    • Outlook
    • Economic Crisis Benefits Social Networks
    • Social Networks Increase Share in Online Ad Revenues
    • The Less Preferred Medium for Ads
    • Rising Expenditure on Social Network Advertising
    • Advertising: A Reasonable Price for Using Social Networks
    • Mobile Marketing Finds Favor Among Consumers
    • Facebook: The Leading Social Network in the US
      • Facebook Leads Display Ads Market
    • Table 6: Leading Online Ad Selling Companies in the US Display Advertising Market (2010-2012E): Percentage Share Breakdown of Revenues for Facebook, Yahoo!, Google, AOL, and Others (includes corresponding Graph/Chart)
    • Mobile Technology Offers Enormous Potential for Social Networks
    • Opportunities in Gaming Sector
    • Financial Service Companies Carry Out Campaigns on Social Media Networks
    • Regulatory Environment
    • Product Innovations/Introductions
    • Strategic Corporate Developments
    • Key Players
  • B. Market Analytics
    • Table 7: US Recent Past, Current and Future Analysis for Social Network Advertising by Social Network - MySpace, Facebook, Social Games, and Others Markets Independently Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)
    • Table 8: US 10-Year Perspective for Social Network Advertising by Social Network - Percentage Breakdown of Revenues for MySpace, Facebook, Social Games, and Others Markets for the Years 2008, 2011 and 2017 (includes corresponding Graph/Chart)

13. CANADA

  • A. Market Analysis
    • Outlook
    • Internet Advertising Gains Momentum
    • Table 9: Online Advertising Spending in Canada (2011): Percentage Share Breakdown by Format for Search, Display, Classifieds, and Video & Email (includes corresponding Graph/Chart)
    • Table 10: Internet Users in Canada (2010): Percentage Share Breakdown by Age Group (includes corresponding Graph/Chart)
    • Social Media Advertising in Canada
    • Retailers Opt for Advertising through Social Media
  • B. Market Analytics
    • Table 11: Canadian Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

14. JAPAN

  • A. Market Analysis
    • Outlook
    • Social Media Networking in Japan
      • General Social Networking Service Sites
      • Video and Photo Sharing Sites
      • Social Bookmarking Sites
      • Blog Network Sites
      • Mini-Blogging Sites
    • Intense Battle in Social Networking Market
      • Mixi: Leading the Social Network Scene
      • Gree: A Tough Competitor
      • Mobage Town
    • Twitter Japan: Gaining Ground Through Ad Sales
    • Widespread Use of Mobile Platform
    • Product Innovations/Introduction
    • Strategic Corporate Development
  • B. Market Analytics
    • Table 12: Japanese Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

15. EUROPE

  • A. Market Analysis
    • Outlook
    • Recession & Online Spending
    • Increasing Use of Social Networking
    • Social Networking Trends in Western Europe
    • Table 13: Social Network Users as % of Internet Users in Western Europe (2010-2015) (includes corresponding Graph/Chart)
    • Table 14: Social Network Users as % of Internet Users (2009 & 2015) for France, Germany, Italy, UK and Spain (includes corresponding Graph/Chart)
      • Online Ad Spending Trends in Western Europe
      • Popular Online Activities of Internet Users (25-34 Years) in Western Europe
    • Social Media Influences Online Advertising & Retail Market
    • Social Media Trend Catching on with Baby Boomers
    • Display Advertising Catches On
    • Regulatory Environment
      • Leading Ad Providers Opt for Self Regulation
  • B. Market Analytics
    • Table 15: European Recent Past, Current and Future Analysis for Social Network Advertising by Geographic Region - France, Germany, Italy, UK, Spain, Sweden and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)
    • Table 16: European 10-Year Perspective for Social Network Advertising by Geographic Region - Percentage Breakdown of Revenues for France, Germany, Italy, UK, Spain, Sweden and Rest of Europe Markets for the Years 2008, 2011 and 2017 (includes corresponding Graph/Chart)

15a. FRANCE

  • A. Market Analysis
    • Outlook
    • Rapid Progress of the Digital Media Market
    • Table 17: Internet Penetration in France (2009-2013): Internet Users as % of Total Population (includes corresponding Graph/Chart)
    • Social Networking: A Rising Phenomenon
    • Impact of Regulations
  • B. Market Analytics
    • Table 18: French Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

15b. GERMANY

  • A. Market Analysis
    • Outlook
    • Display Ads: A Growing Category
    • Table 19: Leading Online Display Advertising Publishers in Germany (Q3 2010): Percentage Share Breakdown of Number of Ad Impressions for Facebook.com, Verlagsgruppe Georg von Holtzbrinck, Jappy GmbH, Deutsche Telekom, and Others (includes corresponding Graph/Chart)
  • B. Market Analytics
    • Table 20: German Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

15c. ITALY

  • A. Market Analysis
    • Outlook
    • Impact of New Regulations
  • B. Market Analytics
    • Table 21: Italian Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

15d. THE UNITED KINGDOM

  • A. Market Analysis
    • Outlook
    • Social Network Ad Spending on the Rise
    • Table 22: Social Network Ad Spending as % of Total Online Ad Spending in the UK (includes corresponding Graph/Chart)
    • Table 23: Penetration of Social Networking Sites in the UK (2009-2014): Number of Users as % of Total Internet User Base (includes corresponding Graph/Chart)
    • Facebook Propels Online Advertising Expenditure
    • Social Networking Scenario in the UK
      • Rising Broadband Penetration Favors Growth of Social Media
    • Table 24: Penetration Rate (%) of Internet in the UK (2009-2011) (includes corresponding Graph/Chart)
      • Major Online Activities of Adult Internet Users in the UK
      • Mobile Technologies: Vital Role in Social Networking
    • Table 25: % of Time Spent on Social Networking Sites (2010): Breakdown by Age Group and Device (includes corresponding Graph/Chart)
      • Social Networking Catches Up Among the Elderly
    • Table 26: Social Networking Site Users as % of All Internet Users in the UK (2010): Breakdown by Age Group (includes corresponding Graph/Chart)
      • Government's Online Initiatives
    • B2C in Social Networks
    • Robust Growth for Display Advertising
    • Social Gaming: Potential for Growth
    • Social Network Advertising in Consumer Goods Industry
    • ASA Moves to Regulate Online and Social Advertising
    • Strategic Corporate Developments
  • B. Market Analytics
    • Table 27: UK Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

15e. SPAIN

  • A. Market Analysis
    • Outlook
    • An Overview of Digital Market
    • Table 28: Internet Penetration in Spain (2009-2013): Internet Users as % of Total Population (includes corresponding Graph/Chart)
    • Social Networking - A Thriving Market
    • Product Innovations/Introductions
  • B. Market Analytics
    • Table 29: Spanish Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

15f. SWEDEN

  • Market Analysis
    • Table 30: Swedish Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

15g. REST OF EUROPE

  • Market Analysis
    • Table 31: Rest of Europe Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

16. ASIA-PACIFIC

  • A. Market Analysis
    • Outlook
    • Social Network Advertising Catches Up in Asia
    • Southeast Asia: Slow to Embrace Social Network Advertising
    • Table 32: Social Media Use in Southeast Asia
      • Tencent QQ: The Richest Social Network
      • Cyworld Rules Korean Market
    • The Predominance of Local Social Networks
      • Twitter: A Worthy Competitor?
    • High Level of Social Media Engagement at Workplaces
    • Low-Cost Asian Carriers Move Towards Social Media
    • Unilever Uses Social Networks for Marketing Campaigns
    • Review of Select Regional Markets
      • Australia
      • China
      • Social Network Advertising - An Untapped Market
      • Social Networks Make Rapid Strides
      • Competition in the Social Networks Market
      • Comparison of the Top Four Social Networks in China
      • India
      • Online Advertising in India
    • Table 33: Online Advertising Market in India (2010-2011): Percentage Share Breakdown of Revenues for Display Advertisements and Text Advertisements (includes corresponding Graph/Chart)
      • Growing Popularity of Social Media Sites
      • Facebook Strengthens Presence in India
      • Snapshots
      • Social Advertising: A Nascent Phenomenon
      • Businesses Use Social Sites for Select Inventories
      • Corporate India Wakes Up to the Benefits of Social Media
      • Social Network: An Ideal Platform for Start-Ups
      • Twitter: Potential for Growth
      • Online Product Reviews
      • Business Tycoons Become Part of Social Advertising
      • Drawbacks of Using Social Media for Advertising
      • South Korea
      • An Advanced Online Market
      • Cyworld: Leading the Social Networking Marketplace
      • Microblogging Services Gain Momentum
      • Thailand
    • Strategic Corporate Developments
    • Key Players
  • B. Market Analytics
    • Table 34: Asia-Pacific Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)

17. REST OF WORLD

  • A. Market Analysis
    • Outlook
    • Internet Advertising Gathers Pace in Latin America
    • Table 35: Online Ad Spending as % of Total Ad Expenditure in Latin America (2009-2012) (includes corresponding Graph/Chart)
    • Social Media Sites Find Favor
    • Brazil
      • Social Network Advertising in Brazil
    • Table 36: Select Social Networking Sites in Brazil (August 2010): Breakdown by Total Unique Visitors, Average Minutes, and Average Pages
      • Orkut Brazil: The Most Popular Social Network in Brazil
      • Demographic Profile of Leading Social Network Sites
    • Mexico
    • Strategic Corporate Developments
  • B. Market Analytics
    • Table 37: Rest of World Recent Past, Current and Future Analysis for Social Network Advertising Analyzed with Annual Revenue Figures in US$ Million for the Years 2008 through 2017 (includes corresponding Graph/Chart)
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