The world of advertising has joined the digital revolution. Recent examples of the success of sponsored links, the development of click-to-call, video advertising and local ads on mobile, along with the swift rise in the sums being earmarked for online advertising are a clear indication that the announced changes are beginning to have an impact.

Recent experiments with music financed by advertising, telcos’ investments in ad-based financing, product placement initiatives and in-game ads are all examples of the evolving landscape that are bound to enact deep-seated changes for both traditional media, which have long been financed by advertising, and for new telecom and internet industry players which are now incorporating advertising as a new source of long-term financing.

Based on an in-depth examination of the latest changes at work in the field of advertising, IDATE delivers an analysis of the assets of new advertising platforms, namely Web 2.0 and mobile, and of traditional media’s capacity to adapt and react to the changes. This report provides a detailed look at the new forms of advertising and efficiency measurement tools. It also supplies market share growth forecasts for the different platforms up to 2012.

Key Questions

• What changes are expected in the advertising market ?
• What are the new services operating on an ad-funded model?
• What are the new ad formats adapted to new communication platforms?
• What are the respective assets of traditional and new media when seeking to attract advertisers?
• Is the internet a platform of choice for non-media endeavours?
• Can the advertising market finance everything?
• How will ad revenue be distributed across all of the available platforms?