发布时间：2008.2
摘要
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.
Advertising - Media, Internet, Telecoms in brief
• Advertising market growth driven by the internet and spurred by innovation
• A move to new forms of advertising resource sharing between traditionally non-competing players
• Telcos’ and internet companies’ assets and traditional media’s capacity to react
• Best practices in Europe, the United States and Asia, and market share forecasts for the different platforms up to 2012
• Interactive advertising
• Search marketing
• Web 2.0
• Local web
• Mobile advertising
• Monetising mobile content
• Below the line
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?
Who should read this report?
Media groups
• Identifying traditional media’s assets in the new advertising market
• Understanding how to benefit from a multi-platform positioning strategy
• Anticipating the internet giants’ and telcos’ initiatives for conquering the ad market
Internet companies
• Identifying major innovations in Web 2.0 financing
• Analysing advertisers’ investment decisions
• Understanding media and telecom players’ desire for an online presence
Telecom operators (fixed and mobile)
• Analysing the ad-based monetisation possibilities on the internet and mobile
• Assessing the competition’s strategies
• Examining partnership opportunities with media and internet companies
Advertisers and advertising solution providers
• Identifying the communication opportunities provided by new platforms
• Comparing the respective assets of the different platforms and formats, to achieve greater ad efficiency
Hardware suppliers (consumer devices)
• Examining the evolution of services and consumption patterns
• Understanding media, internet and telecom players’ positioning strategies and the shifting balance of power
Investors/analysts
• Assessing the true potential of financing for new services via advertising
• Understanding advertisers’ investment decisions in the new communication universe
• Analysing the new ad-centric competition landscape
目录及图表
1 - The Internet’s assets: segmentation, targeting, interaction
1.1 New forms of advertising
• “Traditional” ad formats on the web
- Display and sponsoring
- Search marketing
- Classified ads
• New advertising formats
- Instant messaging
- VoIP, click-to-call, video
- Local web
- Web 2.0, social networks and virtual universes, RSS
1.2 Better performance than other platforms
• Segmentation and targeting
- Profiling and contextualisation
- Behavioural targeting
• Interactive advertising
- Video games
- Online video
- Virtual reality
• Sounding box for advertisers
1.3 New advertising efficiency measurement tools
• Performance measurement
• New billing systems
1.4 Legal issues
• Invasion of privacy
• Video advertising and the integrity of works
2 - The mobile challenge: A goldmine for advertisers?
2.1 High market potential
• A mass market
• Assets for seducing advertisers and operators
• Still under-exploited potential
2.2 Conditions for take-off
• Audience and consumption growth
• Construction of the value chain
2.3 Mobile advertising platforms
• Mobile messaging
- Ad-funded text messaging/MMS
• Mobile internet
- Search marketing
- Click-to-call
• Multimedia on mobile
• Possibilities of interactive advertising
3 - Traditional media: Adaptation and reactions to an evolving ad market
3.1 Advertising
• An essential part of media financing
3.2 Traditional media’s assets
• Capacity to reach a mass market
• Media brand recognition
3.3 New forms of advertising?
• “Television without Frontiers” Directive and new advertising formats
- Product placement
- Split screen
- Infomercials
• Interactive TV advertising
• Digital cinema
• Print media
3.4 Diversification strategies
• How to take advantage of cross-platform advertising synergies?
4 - Ad-funded services
4.1 Principles and goals of ad-funded services
4.2 Ad-funded initiatives
4.3 The model’s limitations
• Small per-unit returns
• Major financing or complementary revenue?
• Limits of the long tail
• Services best suited to the ad-funded model
5 - Conclusions and forecasts
How will value be shared?
5.1 Issues
• Who will enjoy a position of strength in the value chain?
• What partnerships are possible?
• How to create value for each type of player?
• How to avoid cannibalising existing revenue sources?
5.2 Forecasts up 2012 (Western Europe, USA)
• Advertising market segmentation
• Above the line
• Below the line
• Internet
• Mobile
Mobile advertising value chain