Get a Deep Insight into the Advertising - Media, Internet and Telecoms Markets

Business Wire,  Dec 11, 2007  

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NEW YORK -- Reportlinker.com announces that a new market research report related to the Media industry is available in its catalogue.

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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, the report 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.

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-- Interactive advertising
-- Search marketing
-- Web 2.0
-- Local web
-- Mobile advertising
-- Monetising mobile content
-- Below the line

Key questions

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Internet companies
-- Identifying major innovations in Web 2.0 financing
-- Analysing advertisers' investment decisions
-- Understanding media and telecom players' desire for an online presence
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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
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