Online Advertising
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Market & Data Reports - 15/04/2009
The Global Online Advertising Market 2009-2012
This report provides a thorough analysis of the online advertising market that is currently changing shape exploring the techniques being used and the main approaches being taken to advertising on the Web, along with an examination of the positioning of the top players, the central issues facing the sector and market forecasts up to 2012 by country and by ad format.
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| M91509 |  | PDF | 127 |
3500 Euros
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| M91509 | | paper | 127 |
2900 Euros
1900 euros excl. VAT | |
| M91509 |  | PDF | 127 |
3500 Euros
2500 euros excl. VAT | |
| M91509 | | paper | 127 |
2900 Euros
1900 euros excl. VAT | |
Additional copy at 300 euros excl. VAT Euros
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What is the size of the online advertising market, worldwide and nationally?
At what rate will the market progress between 2009 and 2012 at a time of global crisis in the advertising sector?
What weight does search marketing really have?
What market share will display ads have as rich media and video advertising develop?
What are the most widely anticipated technologies and developments: behavioural targeting, video advertising, audience measurement?
How is the sectors new value chain being organised between advertisers, agencies, online ad services, keyword sales and Websites?
> Database included (Excel): World, Europe,
France, Germany, Italy, Spain, the UK,
the United States, China, South Korea, Japan |
1. Executive Summary
2. Methodology
3. Market Structure
3.1. Market overview
3.1.1. Definition
Above the line and below the line marketing
Internet: a medium serving non-media advertising
Pricing models
Spending on advertising (gross, net)
3.1.2. Market segmentation
Goals of advertising campaigns
One format per buying cycle
Display and sponsoring
Search marketing
Classified ads
Online directories
3.2. Market estimates 2005-2008
3.2.1. Market by advertising format
Display
Search Marketing
3.2.2. Market by geographical zone
EU-27 and EU-5
Germany, France, Spain, Italy, the UK
The United States
China, South Korea, Japan
3.3. Key factors
3.3.1. Key technologies
Improving relevance
Targeting: segmentation and qualification
Contextualisation
Tracking and behavioural targeting
Behavioural targeting
Right to privacy and regulated limits
Rise of video advertising
Audience measurement
Efficiency of the advertising-content mix
3.3.2. Consumption patterns driving the growth of online advertising
3.3.3. Service industry trends
Advertising innovations
Video and new ad formats
Marketing 2.0
Display: new generation banners
Developments in audience measurement
4. Structure & Strategy
4.1. Player profiles
4.1.1. Value chain
Search marketing
Display
4.1.2. Competition structure
Large number of advertisers
Online ad services: a splintered market
Online advertising end market: an oligopoly
4.1.3. Business models
Widely varying ad creation costs
Revenue and costs for a typical online company
Sharing ad revenue
E-marketing and e-commerce
4.2. Player profiles
4.2.1. Summary table
Display sites
Online advertising services
Agencies
Affiliation platforms
4.2.2. Player profiles
4.3. Strategic analysis
4.3.1. Evolution of the main formats
End of the golden age for search marketing?
The rise of a two-tier display market?
4.3.2. Local advertising: a boon for online marketing
4.3.3. Ad creation: going beyond the Flash vs. link dilemma
4.3.4. How the Web is adjusting to the crisis
Shrunken advertising market overall
Online advertising market continues to grow
Increasing demand for performance-based formats
Increased pressure on prices
5. Markets & Forecasts
5.1. Growth factors
5.1.1. Analysis of growth/disruptive factors
5.1.2. Forecast hypotheses
5.2. Market forecasts
5.2.1. Forecasts 2009-2012
5.2.2. Forecasts by segment, by platform
5.2.3. Forecasts by geographical zone |
Zone & Countries covered
Worldwide
EU-27
EU-5
China
France
Germany
Italy
Japan
South Korea
Spain
United Kingdom
United States
Data analysed (2005-2008) & (2009-2012)
Online ad revenue (million EUR)
Total media ad revenue (million EUR)
Total marketing revenue (million EUR)
Share of media ad revenue (%)
Share of total marketing revenue (%)
Online ad revenue % growth (%)
Media ad revenue % growth (%)
Marketing revenue % growth (%)
Internet users (million)
Online ad revenue by advertising format
Display (million EUR)
Search marketing & assimilated (million EUR)
Other (million EUR)
Total (million EUR) |
Supporting sites
Google
Yahoo!
Microsoft/MSN
AOL
Ask
Facebook
MySpace
YouTube
Hulu
CNN
New York Times
The Weather Channel
Craigslist
Bebo
BBC
The Guardian
Virgin Media
Au Fιminin
Pages Jaunes
Dailymotion
Skyrock
Doctissimo LEquipe
Deezer
Orange
Web.de
GMX
T-Online
Spiegel Online
El Mundo
Marca
Terra
Libero
Corriere della Serra
Gazzetta
Baidu
QQ
Sohu
Sina
Naver
Cyworld
Daum
Livedoor
FC2
Mixi
Online ad solutions
Adtech (Platform-A)
DoubleClick
24/7 Real Media
ValueClick
Right Media
aQuantive
InterCLICK
FOX Networks
Adviva
Hi-Media
Horyzon Media
Adverline
Orange Advertising Network
AdLink
Ad2Net
Coguan
Premium Publisher Network
Allyes
Digital Advertising Consortium
Agencies
TBWA Worldwide
Rapp
Agency.com
Razorfish
Digitas
Performics
Efficient Frontier
iCrossing
Omniture
Sapient
Carat
Isobar
FullSix
XiTi
Wunderloop
Scholz & Friends
Plan.net
Allyes
Cheil Worldwide
Portfolio
Dentsu
Hakuhodo
Asatsu-DK
Affiliation platforms
Commission Junction
LinkShare
Hydra Network
Advaliant
Clickbooth
TradeDoubler
Webgains
Affiliate Advantage
Effiliation
Netaffiliation
Zanox
Affilinet
ChineseAN
LinkPrice
ValueCommerce |
Table 1: Main features of above and below the line advertising
Table 2: Forms of online advertising
Table 3: The AIDA model applied to online advertising
Table 4: Growth of time spent online per week in Europe, from 2006 to 2008
Table 5: Growth of online video viewing in France, Germany and the UK, 2007 and 2008
Figure 1: Online advertising market: worldwide, in Europe and in the United States, 2005-2012
Figure 2: Breakdown of the global online advertising market in 2007
Figure 3: Breakdown of advertisers and spending in the first half of 2008
Figure 4: 24/7 Real Medias Open AdStream platform
Figure 5: Growth of Internet users worldwide between 2007 and 2008 (% of total population)
Figure 6: Most popular online activities in Europe, 2007 and 2008
Figure 7: Growth of the number of monthly searches performed by Internet users around the world, 2007 and 2008
Figure 8: Change in the breakdown of European users weekly media consumption time, 2006 to 2008
Figure 9: Share of European users weekly media consumption time spent on the Internet in 2008
Figure 10: Change in average advertiser spending in France, by medium, 2006-2008
Figure 11: Number of videos watched online in the United States
Figure 12: Number of unique visitors to video sites in the United States
Figure 13: Percentage of American Internet users who have watched a video online
Figure 14: Average time spent watching videos online, per viewer in the United States
Figure 15: Growth of social networking site users around the world between September 2007 and September 2008
Figure 16: Growth of the number of unique monthly visitors on the main social networking sites around the world, 2006-2008
Figure 17: Percentage of Internet users who have bought at least one item online
Figure 18: Overlay in online video and sponsoring
Figure 19: YouTube InVideo Ads
Figure 20: Product placement in an online video
Figure 21: Blinkx un-roll
Figure 22: Logic of contextual advertising in online video
Figure 23: Internet users reaction to in-video ads
Figure 24: Sample communities: Nike, EasyJet and H&M on MySpace
Figure 25: Verizons Business Page on Facebook
Figure 26: Pizza Hut application on Facebook
Figure 27: Engagement Ads on Facebook
Figure 28: Growth of annual advertising spending on social networking sites worldwide, 2007-2013
Figure 29: Breakdown of advertising spending on social networking sites in the US, in 2008 and 2009
Figure 30: Buying a DVD via a banner ad, developed by Tailgate
Figure 31: Advertising industry organisation
Figure 32: Growth of Google advertisers (thousands)
Figure 33: Breakdown of advertisers media spending in France, by advertising medium
Figure 34: Top 5 ad networks in terms of penetration rate in the United States in December 2008
Figure 35: Breakdown of the ad server market in 2008 (% of requests sent to ad servers)
Figure 36: Market share of the top five search engines in the United States (% of requests launched on the five engines)
Figure 37: Most popular search sites in Europe in March 2008 (% of searches)
Figure 38: Breakdown of Chinas search marketing market in Q3 2008 (% of revenue)
Figure 49: Breakdown of visits to e-commerce sites in France brought by sponsored links, in February 2008
Figure 40: Leading ad carrying sites in the US in June 2008 (% of impressions)
Figure 41: Advertising revenues contribution to Google, Yahoo! and AuFιminin.coms income in 2008
Figure 42: Breakdown of Googles annual revenue
Figure 43: Breakdown of Google and Yahoo!s operating costs in 2008, by cost item
Figure 44: Change in the annual growth rate of Googles search marketing business and revenue in the United States
Figure 45: Yellow Pages online revenue in the US, 2002-2008
Figure 46: Breakdown of business directory segment revenue in France
Figure 47: Forecast annual spending on local digital media* advertising in the United States
Figure 48: Digital medias share of spending on local advertising in the United States
Figure 49: Growth forecasts for advertising spending worldwide in 2009 and 2010, according to Carat
Figure 50: Media likely to benefit from budget changes in 2009, at the expense of others
Figure 51: Media that will suffer from budget changes in 2009 that will benefit others
Figure 52: Revised online ad spending between 2008 and 2009
Figure 53: Advertisers stated reasons for increasing their Internet budgets, at the expense of other media
Figure 54: Change in the breakdown of online ad revenue in the United States by pricing model
Figure 55: Change in average net CPM for display ads (excl. commission), all sizes of site
Figure 56: Change in average net CPM for display ads (excl. commission), by size of site
Figure 57: Change in the CPC on the top search engines in the United States
Figure 58: Googles quarterly income in 2008
Figure 59: Googles quarterly net income in 2008
Figure 60: Googles annual income 2004-2008
Figure 61: Googles annual net income 2004-2008
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