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Online Advertising - An Opportunity for the Music Industry?
Generator Research Limited, Nov 2006, Pages: 14
As advertisers direct an increasing proportion of their ad budget towards digital media, it is natural to ask whether an opportunity exists to place ads on artist websites and mobile sites. Such a move could provide labels and artists with a new source of revenue, especially if a method was found to deliver targeted ads to individual fans – in a similar way to how Google hopes to deliver targeted ads to the profile pages of MySpace users.
In order to understand the nature of this opportunity, this report reviews three very different business models for placing display and other ad formats on artist websites across multiple digital platforms.
The first business model involves setting up a new ad network focussed on music fans. This model is described and analysed by reviewing its advantages and disadvantages as well as the competitive landscape and implementation aspects.
The next two business models are radically different in terms of implementation, the role of records labels and the size of the addressable market. The report describes both models in detail by explaining the user experience, technical implementation, marketing approach, business strategy and underlying rationale.
This report is an ideal choice for record label executives who are interested in new growth opportunities and others who are interested in the delivery of targeted ads to individual users on a mass scale, which is the objective of all the leading players who are involved in online advertising.
Topics Covered:
- 3 Different Business Models
- Comparative Analysis
- User Targeting: Profiling Data
- Techncial Implementation
- User Experience
- Marketing Strategy
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China's Mobile Advertising Market: Sales-Oriented Ads First, Brand Ads Second
Ad-supported Content Services Part 1: Market Review
User Generated Content (UGC) The Opportunity for the Music Industry
Ad-supported Music Services Making a Business Out of Free Music
Sports Site Marketing: Ad Revenue Models Pull Ahead
User-Generated Content: In Pursuit of Ad Dollars
Mobile Advertising Business Models
Ad-supported Content Services (Part 2): Sizing the Market - Movies
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