美國廣告之觀察

美國廣告之觀察 是由出版商Parks Associates在2010年02月所出版的。 這份英文市場調查報告書包含75 Pages 價格從美金3200起跳。

簡介

本報告書中對於美國的媒體廣告支出動向進行調查分析，包含有現在計畫中的媒體廣告與其類型，媒體預算分配，對可循址TV廣告的投注，對關聯企業的建議等，概述如下。

第1章 報導綱要

第2章 美國的TV・網路・行動裝置廣告支出

第3章 廣告觀察

• 調査樣本資料
• 現在計畫中或者合約中的廣告平台/形態類別
  • 現在計畫中或者合約中的TV 平台/形態類別
  • 現在計畫中或者合約中的網路平台/形態類別
  • 現在計畫中或者合約中的行動裝置形態類別
• 媒體預算分配：媒體別：TV・網路・行動裝置
  • TV：2009・2010年媒體預算分配：依平台/形態
    • TV平台/形態未有計畫或合約的理由
  • 網路：2009・2010年媒體預算分配：依平台/形態
    • 網路平台/形態未有計畫或合約的理由
  • 行動裝置:2009・2010年媒體預算分配：依平台/形態
    • 行動裝置平台/形態未有計畫或合約的理由
• 可循址TV廣告
  • 針對家庭的TV定址能力訓練參加者
    • 可定址TV商務的收費
    • 對可定址TV宣傳活動的滿足度
    • 傳統型或者有線TV預算對定址式TV宣傳活動的分配：2010・2014年
  • 定址式TV宣傳活動未有計畫或合約的理由
    • 定址式TV廣告費用的許容等級
• 網路電視廣告
  • 網路電視廣告的効果：配置與長度
• 産業的認識

第4章 建議

• 廣告・媒體代理店
• 服務供應者
• 內容供應者

第5章 資源讀本

• 調査樣本資料：數據流程
• 問卷調査

圖表

目錄

Abstract

This study includes a survey of top-level U.S. advertising and media executives. It gathers industry insight on current and planned media budget allocation for television, Internet, and mobile platforms. The survey focuses on advanced advertising formats by medium, including agency usage and perceptions of addressable TV ads and online video ad formats.

“In order to remain competitive, service and content providers in both traditional and digital media require greater insight from agency decision makers regarding the shift of advertising expenditures among major media channels,” said Heather Way, research analyst, Parks Associates. “As digital media consumption increases, advertisers are incorporating emerging advertising platforms such as advanced TV, online video, social networking, and mobile applications into their overall media mix.”

Table of Contents

The Bottom Line

Data Points

Advertising Outlook: Shifting Dollars Dashboard

1.0 Report Summary

• 1.1 Purpose of Report
• 1.2 Scope of Report
• 1.3 Research Approach
  • 1.3.1 Research Design
  • 1.3.2 Glossary of Terms

2.0 U.S. Television, Internet, and Mobile Advertising Expenditures

3.0 Advertising Outlook: Shifting Dollars Research Evaluation

• 3.1 Research Sample Profile
• 3.2 Advertising Platforms/Formats Currently Planned or Bought
  • 3.2.1 Type of Television Platforms/Formats Currently Planned/Bought
  • 3.2.2 Type of Internet Platforms/Formats Currently Planned/Bought
  • 3.2.3 Type of Mobile Formats Currently Planned/Bought
• 3.3 Media Budget Allocation by Medium: TV, Internet, and Mobile
  • 3.3.1 Television: 2009 and 2010 Media Budget Allocation by Platform/Format
    • 3.3.1.1 Reason Television Platform/Format Not Planned or Bought
  • 3.3.2 Internet: 2009 and 2010 Media Budget Allocation by Platform/Format
    • 3.3.2.1 Reason Internet Platform/Format Not Planned or Bought
  • 3.3.3 Mobile: 2009 and 2010 Media Budget Allocation by Platform/Format
    • 3.3.3.1 Reason Mobile Platform/Format Not Planned or Bought
• 3.4 Addressable TV Ads
  • 3.4.1 Participants in Household TV Addressability Trial
    • 3.4.1.1 Premium Paid for Addressable TV Commercial
    • 3.4.1.2 Satisfaction Level with Addressable TV Campaign
    • 3.4.1.3 Percentage of Total Traditional or Cable TV Budget Allocated to Addressable TV Campaigns in 2010 and 2014
  • 3.4.2 Reason for Not Planning/Buying an Addressable TV Campaign
    • 3.4.2.1 Premium Willing to Pay for Addressable TV Ads
• 3.5 Online Video Advertising
  • 3.5.1 Effectiveness of Online Video Ad Placement and Length
• 3.6 Views on Industry Perceptions

4.0 Recommendations Based on Key Findings

• 4.1 Advertising or Media Agencies
• 4.2 Service Providers
• 4.3 Content Providers

5.0 Resource Book

• 5.1 Research Sample Profile - Data Charts
• 5.2 Survey Questionnaire

Figures:

• Television, Internet, and Mobile Platforms and Formats
• Advertising Outlook: Shifting Dollars Research Approach
• Traditional and Advanced Advertising Glossary of Terms
• 2008 U.S. Advertising Expenditures by Medium
• 2009 U.S. Television Advertising Revenues - By Category
• U.S. Cable/DBS/Telco Advertising Revenue: Traditional Linear, Addressable and Interactive (2009 - 2014)
• 2006 - 2008, 1H 2008 and 1H 2009 U.S. Internet Advertising Revenues
• Mobile Advertising Revenue - N.A. Text Messaging, Search, Display, In-Application, and Video (2009 - 2014)
• Broadcast & Cable Television Advertising Platforms Planned or Bought
• Interactive Television Advertising Formats Planned or Bought
• Internet Advertising Platforms/Formats Planned or Bought
• Mobile Advertising Formats Planned or Bought
• Broadcast & Cable Television 2009 Media Budget Allocation (versus 2008)
• Broadcast & Cable Television 2010 Media Budget Allocation (versus 2009)
• Broadcast & Cable Television - Percentage of Media Budget Increase in 2010
• Interactive Television 2009 Media Budget Allocation (versus 2008)
• Interactive Television 2010 Media Budget Allocation (versus 2009)
• Interactive Television - Percentage of Media Budget Increase in 2010 (versus 2009)
• Reason for Not Planning or Buying Broadcast or Cable TV Advertising
• Reason for Not Planning or Buying Interactive TV Advertising
• Internet Advertising 2009 Media Budget Allocations (versus 2008)
• Internet Advertising 2010 Media Budget Allocations (versus 2009)
• Internet Advertising - Percentage of Media Budget Increase in 2010 (versus 2009)
• Reason for Not Planning or Buying Internet Advertising
• Mobile Advertising 2009 Media Budget Allocation (versus 2008)
• Mobile Advertising 2010 Media Budget Allocation (versus 2009)
• Mobile Advertising - Percentage of Media Budget Increase in 2010 (versus 2009)
• Reason for Not Planning or Buying Mobile Advertising
• Participation in Addressable TV Advertising Trials
• Premium Paid for Addressable TV Ad
• Addressable TV Ad Campaign Satisfaction Level
• Percentage of Traditional and Cable TV Budgets Allocated to Addressable TV - 2010 & 2014
• Reason for Not Planning/Buying Addressable TV Ads
• Premium Willing to Pay for Addressable TV Ads
• Views on Addressable TV Ads and Cable TV Industry
• Effectiveness of Online Video Ad Placement and Length
• Views on Industry Perceptions
• Benefits & Challenges of Digital Media Platforms and Services
• Consumer Acceptance of In-Applications Advertisements
• Mobile Phone Ad Recall by Type
• Frequency of Mobile Ad Response
• Mobile Ad Consumer Perspective
• Agency Title
• 2008 Annual Billing Revenue
• Main Focus of Agency for Target Population
• Type of Agency
• Main Focus of Media Planning/Buying Efforts
• Top 10 Advertising Categories
• Bottom 10 Advertising Categories
• Tenure in Advertising Business
• Years at Current Agency

Press Release

先進TV、行動廣告以及社群網絡促進美國廣告支出上的長期復甦之展望

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