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 2011年09月01日 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

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)

社群網路廣告的全球市場是由出版商Global Industry Analysts, Inc.在2011年09月01日所出版的。這份市場調查報告書包含321 Pages 價格從美金4800起跳。

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