发布时间：2008.7

摘要

New business models are now emerging, giving the industry the confidence to begin changing their more traditional models. An equally important factor is that this is backed up by a phenomenal growth in online advertising revenues – these are now well above $1 billion. Video-based service on broadband and interactive digital TV networks is becoming a whole new area of advertising opportunities. Personalised media and one-to-one communication will be the predominant mode on the Digital Media. New models will need to be developed to succeed in this highly competitive and highly costumer service sensitive market. Video ads in Australia could outpace Internet search advertising as the fastest growing online revenue stream over the next several years. This report analyses this market and highlight the key strategies.

目录及图表

• 1. Synopsis
  
• 2. The Online advertising market
  
  • 2.1 Video advertising on web is set to rise sharply
    
  • 2.2 Marketing issues
    
  • 2.3 Costs advantage of Internet advertising
    
  • 2.4 Changes in web advertising
    
  • 2.5 Foster’s switches advertising from TV to the Internet
    
• 3. Mobile marketing and advertising
  
  • 3.1 Mobile advertising survey - Frost & Sullivan
    
  • 3.2 Market expected down rather than up
    
  • 3.3 Ads on mobile phones
    
• 4. Advertising and the digital media – analysis
  
  • 4.1 New advertising models
    
  • 4.2 Infrastructure bottleneck in Internet economy
    
  • 4.3 New technologies, same customers
    
  • 4.4 Permission-based models
    
• 5. Related reports
  

• Exhibit 1 – Why mobile marketing won’t work
• Exhibit 2 – Digital media marketing commandments