Advertising Media, Internet, Telecoms: the new battlefield?: Industry Research Report

Advertising Media, Internet, Telecoms: the new battlefield?

Published Date: March 2008

Published By: IDATE

Order Code: R221-203

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Introduction: a highly coveted advertising market
1. Advertising market framework: 1.1. Scope of the advertising market; 1.2. Media advertising: definition and properties; 1.3. Non-media advertising: definition and properties; 1.4. Goals of advertising; 1.5. Advertising market organisation; 1.6. Change in media spending worldwide; 1.7. Non-media still accounts for the lion’s share of advertiser spending; 1.8. Are below the line techniques bridging the media divide?; 1.9. Cross-media strategies: advertiser choices
2. Segmentation, targeting, interaction: the internet’s assets: 2.1. New forms of advertising made possible by the internet; 2.2. Greater performance than other media; 2.3. New tools for measuring ad efficiency; 2.4. Limits of legal issues
3. Mobile: a goldmine for advertisers… once the issues are resolved: 3.1. High market potential…; 3.2. …that is still under-exploited; 3.3. Required market conditions; 3.4. Mobile advertising platforms
4. Traditional media’s adaptation and reaction to changes in the advertising market: 4.1. Advertising: essential tool for financing media; 4.2. Traditional media’s assets; 4.3. Comparison of the efficiency of TV, radio, print media and internet advertising; 4.4. Can traditional media reinvent advertising?
5. Ad-funded services: 5.1. Principles and objectives; 5.2. Ad-funded initiatives; 5.3. Limits of the ad-funded model; 5.4. What services can be ad-funded?
6. Conclusions: how to share the wealth?: 6.1. Challenges along the value chain; 6.2. Forecasts
Tables and figures: Table 1: Strengths and weaknesses of media advertising; Table 2: Strengths and weaknesses of below the line advertising; Table 3: Theoretical modelling of the objectives of advertising campaigns; Table 4: Global advertising spending, per medium; Table 5: Forecast change in global advertising spending, per medium; Table 6: The main forms online media and non-media advertising; Table 7: Comparison of online and offline forms of advertising; Table 8: Comparison of the strengths and weaknesses of the different media for advertisers; Table 9: Average weekly time spent online in Europe, in 2005 and 2006; Table 10: USA: most popular tools with regular web users; Table 11: Mobile advertising’s share of the global advertising market; Table 12: Ad regulation on the free mobile TV service in South Korea (T-DMB); Table 13: Leading providers of mobile marketing and advertising solutions; Table 14: Comparison of the impact of advertising in France in 2006, by medium; Table 15: Paid content and online advertising revenue in the US (2003, 2005); Table 16: Press revenue in France (2003, 2006); Table 17: TV revenue in Europe (2003, 2006); Table 18: Ad-funded internet access initiatives; Table 19: Ad-funded initiatives in the calling market; Table 20: Ad-funded video initiatives; Table 21: Ad-funded video game initiatives; Table 22: Ad-funded music initiatives; Table 23: Various ad-funded initiatives; Table 24: Forecast change in the advertising market in the United States; Table 25: Forecast change in the advertising market in the largest Western European countries; Figure 1: Main players in the advertising market; Figure 2: Change in the breakdown of advertising spending worldwide, by medium; Figure 3: Change in the breakdown of advertising spending worldwide, by geographical zone; Figure 4: Comparison of marketing mixes in the biggest markets in 2007; Figure 5: Change in the structure of marketing investments in France and in the US; Figure 6: Change in marketing investments in France; Figure 7: Number of unique monthly internet users by country; Figure 8: Growth of advertising spending worldwide, by medium, 2006- 2009; Figure 9: Forecast growth of market share for online ad formats in the US, 2001-2010; Figure 10: Growth of CPM in France by type of display, in 2006 and 2007; Figure 11: Cost per lead for non-media formats; Figure 12: Users’ brand expectations on search engines; Figure 13: Forecast growth of market share for online classified ads in the US, 2001-2010; Figure 14: Advertisements on Windows Live Messenger; Figure 15: Click-to-call on Google and eBay; Figure 16: Web couponing; Figure 17: Sponsorship: Intel on Digg and Nike on MySpace; Figure 18: Sponsored links triggered by tags; Figure 19: Example of an in-game ad; Figure 20: Product placement in an online video; Figure 21: The L’Oréal Paris beauty contest in Second Life; Figure 22: A new approach to consumers in customer relations management; Figure 23: Mobile penetration rates; Figure 24: Number of users/viewers/listeners in France in 2006; Figure 25: Average monthly mobile consumption per user in Europe, in minutes of use (MoU); Figure 26: Mobile advertising, still a very minor market segment in 2007; Figure 27: Breakdown of mobile advertising investments worldwide in 2006; Figure 28: Annual growth rate of advertising spending worldwide; Figure 29: Percentage of the population equipped with a 3G handset in the EU-15; Figure 30: Breakdown of mobile handset sales worldwide; Figure 31: Types of content viewed on mobile internet; Figure 32: Mobile advertising value chain; Figure 33: Example of a walled garden mobile advertising revenue sharing model; Figure 34: Structure of the mobile advertising market in 2007 and forecasts for 2010; Figure 35: Examples of texting campaigns using Netsize direct marketing solutions; Figure 36: Amobee’s ad-funded SMS/MMS solution; Figure 37: Two of the display formats offered by ScreenTonic: interstitial and billboard; Figure 38: Sponsored links on a mobile search results page; Figure 39: Click-to-call in the search results on Windows Live Search for mobile; Figure 40: Growth of voice and data ARPU in Western Europe, 2002-2007; Figure 41: Advertising on a free WAP music site; Figure 42: Share of internet users polled who prefer to watch an ad in exchange for free access to their favourite mobile content; Figure 43: South Korean TV viewers’ reaction to advertising; Figure 44: Examples of interactive mobile advertising; Figure 45: Radio and TV revenue structure in 2005; Figure 46: Traditional French media’s resource structure; Figure 47: Comparison of the change in the amount of time that Europeans spend consuming the main media; Figure 48: TV penetration rates; Figure 49: Average TV viewing around the world; Figure 50: Average TV viewing in Western Europe; Figure 51: Average time spent listening to the radio in 2006; Figure 52: Use of the internet for listening to live radio (% of adults); Figure 53: Use of the internet for listening to or downloading audio content; Figure 54: Change in the average circulation of daily paid newspapers, per issue; Figure 55: Comparison of media consumption times in France in 2002, by timeslot; Figure 56: Audience breakdown by time of day; Figure 57: Breakdown of advertisers’ TV investments, by time slot; Figure 58: Comparison of the change in the top national commercial channels’ share of TV ad revenue; Figure 59: Comparison of strengths of advertising on the six main media in South Korea; Figure 60: Reasons why viewers watch TV commercials; Figure 61: Contribution of the five tiers of advertisers to media ad revenue; Figure 62: Example of interactive product placement in the series "Sex and the City"; Figure 63: Change in print media and outdoor advertising’s share of media ad revenue; Figure 64: 2D barcode vs. classic barcode; Figure 65: 2D barcode in a magazine advertisement; Figure 66: Revenue share for the top online ad vendors in the US; Figure 67: Revenue per user in 20072007; Figure 68: Change in French households’ ICT budget, per item; Figure 69: Media and non-media ad revenue in France in 2006; Figure 70: Comparison of advertiser media spending in the main markets; Figure 71: Breakdown of ad revenue in the United States by type of medium; Figure 72: Breakdown of ad revenue in the United States by medium; Figure 73: Breakdown of ad revenue in Western Europe by type of medium; Figure 74: Breakdown of ad revenue in Western Europe by medium

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