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市場調查報告書
全球數位媒體市場 - 廣告及行銷
Global Digital Media - Advertising and Marketing
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全球數位媒體市場 - 廣告及行銷 是由出版商Paul Budde Communication Pty Ltd.在2009年05月所出版的。
這份英文市場調查報告書包含113 pages 價格從美金695起跳。
Abstract
Overview
This annual report offers a wealth of information on the worldwide development
of advertising and marketing in the digital era. It includes information on
both online and mobile advertising and offers analyses, statistics, forecasts
and trends. It provides insight into the impact that digital media has had on
the traditional media and the changes they are making to evolve in the new
landscape. Information on the leaders to date, the Internet Media companies,
is included along with a case study on Google. Brief regional information on
developments in North America, Latin America, Europe, Middle East, Africa and
Asia Pacific are also provided.
Subjects covered include:
- Digital marketing;
- Online advertising and marketing industry including statistics;
- Mobile advertising and marketing industry including statistics;
- Analyses of changes in traditional media ;
- Internet media companies including case study on Google;
- Analyses of open networks;
- Analyses of net neutrality;
- Brief regional overviews.
Key highlights:
- Overall global advertising spend is expected to decline by at least 4-6%
in 2009.
- With a slow down in advertising spend in the wake of the financial crisis,
print newspaper publishers, which rely heavily on classified advertising, are
now also facing further pressure beyond the shift to online news. This added
pressure has led to the demise of some publishers around the world and also to
a significant change in business models.A key long-term goal for participants
in the mobile advertising market relates to mobile payments.
Telecommunications providers aspire to not only provide the viewer and serve
an advertisement but to enable the user to complete a purchasing transaction
too. Despite the business models for mobile advertising still being trialled
and developed, mobile advertising spend is also expected to flourish in the
future.
- While increases in Internet advertising are expected to be very strong in
China and India, they account for less than 6% and 2.5% of media spend
respectively, pointing to fairly conventional marketing cultures, despite
considerable web 2.0 interest in China.
- Online advertising in South Africa grew at one of the fastest rates of all
countries in the English-speaking world in 2008 and is likely to repeat this
performance in 2009.
- Open networks and Internet neutrality are required for both the Internet
media companies to advance further and in general for continuing market
innovation, economic growth, social discourse and the free flow of ideas.
Data in this report is the latest available at the time of preparation and may
not be for the current year.
The following notes provide some background to our scenario forecasting methodology:
- This report includes what we term scenario forecasts. By describing
long-range scenarios we identify a band within which we expect market growth
to occur. The associated text describes what we see as the most likely growth
trend within this band.
- The projections shown in the tables in this report are based on our own
historical information, as well as on telecommunication sector statistics from
official and non-official, national and international sources. We assume a
possible deviation of 15-20% around this data.
- All statistics for GDP, revenue, etc are shown in US$, in order to
maintain consistency within and between markets. At the same time we
acknowledge that this can introduce some irregularities.
Table of Contents
1. Global Digital Media Advertising and Marketing Industry
- 1.1 Digital marketing and advertising overview
- 1.1.1 Digital advertising cost considerations
- 1.1.2 Digital advertising agencies
- 1.1.3 New advertising models
- 1.2 Online advertising
- 1.2.1 Internet use
- 1.2.2 Internet advertising spend statistics
- 1.2.3 Who are the big spenders?
- 1.2.4 Benefits of Internet advertising
- 1.2.5 Changes in Internet advertising
- 1.2.6 Infrastructure bottleneck in Internet economy
- 1.2.7 Online advertising models
- 1.2.8 Key online advertising categories
- 1.2.9 Dubious advertising tactics
- 1.3 Mobile advertising
- 1.3.1 Overview
- 1.3.2 Mobile advertising spend statistics
- 1.3.3 Consumer attitudes to mobile advertising
- 1.3.4 Ads in exchange for free mobiles
- 1.3.5 Mobile image ads from Google
- 1.3.6 Location-Based Advertising (LBA)
2. Internet Versus Traditional Media Companies
- 2.1 Traditional media industry
- 2.1.1 Introduction
- 2.1.2 Continental shift in competition
- 2.1.3 Distinct industry realignments
- 2.1.4 Advertising spending moving to online
- 2.1.5 TV broadcasters
- 2.1.6 Radio broadcasters
- 2.1.7 Newspaper publishers
- 2.1.8 The video and DVD rental companies
- 2.1.9 The anomaly of the mass media
- 2.2 Internet media companies
- 2.2.1 Introduction and analyses
- 2.2.2 Internet media companies
- 2.2.3 Key areas for Internet media companies
- 2.2.4 Case study: Google, the leader
- 2.2.5 Brief case study: eBay/Skype
- 2.2.6 Other key developments/analysis
3. Open Networks and Internet Neutrality
- 3.1 Open networks analysis
- 3.1.1 Economic Stimulus packages and open networks
- 3.1.2 Open access principles
- 3.1.3 Examples of open access
- 3.1.4 Unbundling of the local loop
- 3.1.5 Rethink of Universal Service Obligations/Funds
- 3.1.6 Conclusion: open networks engine for innovation and growth
- 3.2 Net neutrality analysis
- 3.2.1 Introduction
- 3.2.2 Network neutrality - a global issue
- 3.2.3 Carriers in competition with content providers
- 3.2.4 Network neutrality and non-discrimination
- 3.2.5 Developments in the USA
- 3.2.6 No-one owns the Internet
4. Regional Overviews
- 4.1 North America
- 4.2 Latin America
- 4.2.1 Overview
- 4.2.2 Argentina
- 4.2.3 Chile
- 4.2.4 Brazil
- 4.3 Europe
- 4.3.1 Europe moving to online advertising model
- 4.4 Africa
- 4.4.1 Online advertising
- 4.4.2 Online retail
- 4.4.3 Online media
- 4.4.4 M-commerce
- 4.4.5 Mobile advertising
- 4.4.6 Location-based services (LBS)
- 4.4.7 Manobi
- 4.4.8 Interactive TV (iTV)
- 4.4.9 Mobile TV
- 4.5 Middle East
- 4.5.1 Middle East advertising market
- 4.5.2 Online advertising market remains small
- 4.5.3 Mobile advertising market promising
- 4.6 Asia
- 4.6.1 Market overview
- 4.6.2 Advertising and marketing in selected Asian markets
- 4.7 Pacific region
- 4.7.1 Australia
- 4.7.2 New Zealand
5. Glossary of Abbreviations
TABLES:
- Table 1 - Worldwide advertising spending - 2008 - 2009
- Table 2 - Most popular forms of online advertising
- Table 3 - Worldwide Internet users - 1990 - 2009
- Table 4 - Worldwide online advertising spending - 2007 - 2009
- Table 5 - USA online advertising spending - 2000 - 2009
- Table 6 - Worldwide interactive advertising revenue - 2012
- Table 7 - Worldwide online game ad spend - 2007 - 2008; 2012
- Table 8 - Worldwide social network advertising spend - 2008 - 2010
- Table 9 - USA social network advertising spend - 2008 - 2009
- Table 10 - US online advertising revenue - top four portals - 2006 - 2008
- Table 11 - Worldwide mobile ad spending - 2008; 2013
- Table 12 - Worldwide mobile TV ad spending - 2008; 2013
- Table 13 - Worldwide advertising spend versus online advertising spend -
2009
- Table 14 - Online news readership versus print news in the US - 2006; 2008
- Table 15 - Visitors to top web properties worldwide - 2008
- Table 16 - Search engine worldwide market share - 2009
- Table 17 - Free projections - Paris fibre - 2006; 2008; 2010; 2012; 2014
- Table 18 - Forecast fibre subscribers in the Netherlands - 2008 - 2011;
2017
- Table 19 - US online advertising by type of advertising - 2007 - 2008
- Table 20 - US online advertising revenues and market shares - top 3
providers - 2008
- Table 21 - US leading Internet advertising by industry and impressions -
October 2008
- Table 22 - B2C sales in Argentina - 2003 - 2007
- Table 23 - E-commerce transactions in Chile - 2001 - 2008
- Table 24 - Advertising spend in Europe - 2006 - 2010
- Table 25 - Online advertising spend in Europe - 2005 - 2010
- Table 26 - Online advertising revenue in South Africa - 2003; 2006 - 2009
- Table 27 - Online retail in South Africa - revenue, annual growth, number
of sites - 2003 - 2007
- Table 28 - 3G subscribers as a percentage of total subscribers - selected
Middle Eastern countries - 2006 - 2008
- Table 29 - Advertising market in China - Q3 2008
- Table 30 - Online retail market in China - 2003 - 2008
- Table 31 - Breakdown of e-commerce users in China - 2008
- Table 32 - Market share of online search engines in China - 2005 - 2008
- Table 33 - Top 10 online advertising brands in Hong Kong - Q1 2008
- Table 34 - Advertising expenditures by medium in Japan - 2006 - 2008
- Table 35 - Advertising ratio by medium in Japan - 2006 - 2008
EXHIBITS:
- Exhibit 1 - Digital advertising cost considerations
- Exhibit 2 - Top three largest global advertising agencies - 2008
- Exhibit 3 - Examples of digital advertising agencies
- Exhibit 4 - Top sectors for online advertising spending
- Exhibit 5 - Google-Yahoo online ad deal aborted
- Exhibit 6 - Digital media marketing commandments
- Exhibit 7 - Anarchy Online by Funcom
- Exhibit 8 - Hulu - an interesting business model
- Exhibit 9 - Examples of leading Internet media companies
- Exhibit 10 - Key areas of focus for Internet media companies
- Exhibit 11 - Definition: cloud computing
- Exhibit 12 - Examples of alternative search engines
- Exhibit 13 - Google key activities - 2006 - 2007
- Exhibit 14 - Interesting items sold on eBay
- Exhibit 15 - Open Access Principles
- Exhibit 16 - Implications of ending net neutrality
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