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The Global Online and Mobile Advertising Industry Outlook Product Image

The Global Online and Mobile Advertising Industry Outlook

  • ID: 1447987
  • November 2010
  • Region: Global
  • 137 Pages
  • Scripp Business Insights

The online and mobile advertising industries are set for dramatic changes. This report makes an in-depth study, looking at market size and forecasts, segments, growth forecasts, drivers and resistors, emerging models, and key player positioning. This report analyzes the current and future state of the global online and mobile advertising market. It analyzes market size, segments, growth forecasts, drivers and resistors. It also analyzes the emerging landscape of the markets, looking at competitive positioning of key players, business models, strategies, and SWOT. Furthermore, it examines the emerging models driving future growth.

Scope of this research

- Access market sizing and forecasting of the global and online mobile advertising industry.

- Analyze online and mobile advertising market segments, growth forecasts, drivers and resistors.

- Analyze the competitive landscape, including competitive positioning of key players, business models, strategies, and SWOT.

- Gain insight into emerging models which will drive the industry in the future: semantic, location based, social networking and video advertising.

- Gain insight into the various READ MORE >

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Disclaimer
Executive summary
The online advertising industry outlook
The segments of the online advertising industry
The emerging landscape of the online advertising industry
Measuring the effectiveness of online advertising
The mobile advertising industry outlook
Emerging models

Chapter 1 Introduction
What is this report about?
Who is this report for?
Methodology
Definitions of online and mobile advertising
Definition of online advertising
Definition of mobile advertising
The mobile advertising system

Chapter 2 The online advertising industry outlook
Summary
Global online advertising market size by value
Geographic segmentation of the industry
Elements of online advertising
Global media consumption time breakdown
Share of total advertising spend by medium
Global internet subscribers and internet penetration (percent of population)

Chapter 3 The segments of the online advertising industry
Summary
Segments of online advertising
Search advertising
Search engine optimization (SEO)
Classified advertising
Display advertising (banner ads)
Search advertising
Global search market share
Regional search market share
Online advertising segmental revenues
Drivers and resistors of online advertising
Drivers
Resistors
Pricing models in online advertising
Cost per mille (CPM)
Performance
Cost per click (CPC)
Cost per action (CPA)
Hybrid
Trends in pricing models

Chapter 4 The emerging landscape of the online advertising industry
Summary
Google
Google’s business model
AdWords
AdSense
Google’s advertising revenues
Google’s strategies
M&A deals strengthen core advertising business
Partnering with social networking sites to attract advertising dollars
Strategic initiatives to boost display advertising
New features are targeted at increasing users and ads
Yahoo
Yahoo’s business model
Yahoo’s advertising revenues
Yahoo’s strategies
Outsourcing search to offset declining market share
Countering Google’s challenge in core display business
M&A deals strengthen advertising business
Strategic initiatives are aimed at transforming the firm into a content company
Microsoft
Microsoft’s business model
Microsoft’s advertising revenues
Countering Google through a strategic partnership with Yahoo
Discontinuing cash back program in favor of social semantic search
AOL
AOL’s business model
AOL’s advertising revenues
AOL's strategies
Transforming from an internet service provider into a content provider
M&A deals power the transformation into online advertiser
Painful restructuring efforts are aimed at attracting ad dollars
Competitive positioning of key players
Key players' ad revenues
Average revenue per user (ARPU)
Performance of key players

Chapter 5 Measuring the effectiveness of online advertising
Summary
Web analytics
Google Analytics
Yahoo Web Analytics
Bing analytics
AOL analytics
E-commerce as a key performance indicator

Chapter 6 The mobile advertising industry outlook
Summary
Mobile advertising market size
Geographic segmentation of the industry
Segments of the mobile advertising industry
SMS advertising
Display advertising
Search advertising
Mobile advertising segmental revenues
Mobile apps
Drivers of mobile advertising
Rapidly increasing mobile penetration rates allow ads to reach a broader market
Increasing global mobile phone shipments result in wider reach
Rising global smartphone sales are resulting in a richer user experience
Rapid growth rate of mobile broadband subscriptions to boost ad revenues
Increasing 2G and 3G proliferation boosting the industry
Resistors
Small screen limits placement of number of ads
Lack of a standard mobile platform
Multiple player value chain
Connectivity is still a challenge
Resistance from ad companies
Key players
Apple’s strategies
Launching iAd platform to boost mobile ad business
Acquisition of Quattro Wireless enables Apple to battle Google
iPhone Apps and iPad fuel growth
Google’s strategies
Acquisition of AdMob and other strategic deals to strengthen market presence
Android drives mobile advertising business
Stepping into location-based advertising for better targeting
Apps lead the way
Differences between Apple and Google
Nokia’s strategies
Teaming up with Yahoo to offset declining market share
Strategic deals spur growth
Research In Motion’s strategies
Launching service platforms to boost apps business
Shifting focus to consumer segment to boost mobile ad sales
Competitive positioning of major OS platforms
Number of apps by OS platform
Global mobile OS platform market share
Global mobile advertising market shares
Global click-through rates
Performance of major OS platforms

Chapter 7 Emerging models
Summary
Emerging models in online and mobile advertising
Semantic advertising
Applying semantics to search
Semantic advertising on mobiles
Social networking advertising
Growing popularity of social networking sites
Social networking ad revenues
Facebook and social semantic search
Social networking on mobile
Location-based advertising
LBA on the mobile
Video advertising
Online video views
Online video ads
Video advertising on mobile

Table of figures

Figure 1: The mobile advertising system
Figure 2: Global online advertising market size ($bn), 2007–12
Figure 3: Online advertising market share by region (%), 2009–12
Figure 4: Media consumption time breakdown (%), 2009
Figure 5: Advertising medium market share (% of revenues), 2009–12
Figure 6: Global internet and mobile broadband* users (m), 2007–12
Figure 7: Global internet penetration rates (%), 2006–10
Figure 8: An example of display advertising
Figure 9: Market share of top five search companies (%), July 2009
Figure 10: Search market share by region (%), 2009
Figure 11: Global online advertising segment share (%), 2007–12
Figure 12: Internet ad share by pricing model (%), 2005–09
Figure 13: Google SWOT analysis
Figure 14: Yahoo SWOT analysis
Figure 15: Microsoft SWOT analysis
Figure 16: AOL SWOT analysis
Figure 17: Key online players' advertising revenues ($m), 2007–09
Figure 18: Competitive positioning of key players, 2009
Figure 19: An example of Google Analytics
Figure 20: An example of cross-channel and multimedia tracking
Figure 21: An example of score card analytics
Figure 22: An example of ad hoc scenario
Figure 23: Global e-commerce revenues ($bn), 2004-12
Figure 24: US e-commerce penetration vs. online ad penetration (%), 2002-08
Figure 25: Global mobile advertising market size ($m), 2008–12
Figure 26: Regional mobile advertising market share (%), 2009–12
Figure 27: Mobile vs. internet subscriptions of major Asian countries (m), 2008
Figure 28: Global mobile advertising segment revenue share (%), 2008–12
Figure 29: Global mobile apps downloads (m), 2009–15
Figure 30: Global mobile apps revenues ($m), 2009–15
Figure 31: Global service population penetration (%), 2004–14
Figure 32: Global mobile phone shipments (m), 2009–14
Figure 33: Global smartphone shipments (m), 2006–12
Figure 34: Global fixed and mobile broadband subscribers (m), 2009–14
Figure 35: Global consumer fixed and mobile broadband revenue ($m), 2009–14
Figure 36: 2G and 3G mobile subscriptions (m), 2005–10
Figure 37: Global mobile search engine market share (%), 2009
Figure 38: Google’s across-the-board value chain presence
Figure 39: Number of apps by major OS platform, 2010
Figure 40: Global mobile OS market share (%), 2009-14
Figure 41: Global mobile advertising market share (%), July 2010
Figure 42: Global CTR index scores by OS, February, 2010
Figure 43: Competitive positioning of major OS platforms, 2010
Figure 44: Strengths and weaknesses of major OS platforms
Figure 45: An illustration of semantics on a mobile device: 1
Figure 46: An illustration of semantics on a mobile device: 2
Figure 47: An illustration of semantics on a mobile device: 3
Figure 48: An illustration of semantics on a mobile device: 4
Figure 49: Leading global social networks by unique user numbers (m), end 2009
Figure 50: Social networking ad revenues ($m), 2006–10
Figure 51: The “like” button feature on Facebook
Figure 52: Facebook on a mobile
Figure 53: Online LBA revenues ($bn), 2009–14
Figure 54: LBA (CPC) model
Figure 55: LBA (commission) model
Figure 56: Online video ad spend market size ($m), 2008–14
Figure 57: Top US online video properties by views (m), August 2010
Figure 58: Top US online video properties by video ads* viewed (m), August 2010
Figure 59: An example of a mobile video ad

Table of tables

Table 1: Global online advertising market size ($bn), 2007–12
Table 2: Online advertising market share by region (%), 2009–12
Table 3: Global advertising medium revenues ($m), 2009–12
Table 4: Global internet and mobile broadband users (m), 2007–12
Table 5: Global internet penetration rates (%), 2006–10
Table 6: Global search market share (m), 2008–09
Table 7: Global online advertising segment revenues (%), 2007–12
Table 8: Google advertising revenues ($m), 2007–09
Table 9: Yahoo advertising revenues ($m), 2007–09
Table 10: Microsoft advertising revenues ($m), 2007–09
Table 11: AOL advertising revenues ($m), 2007–09
Table 12: Key online players' advertising revenues ($m), 2007–09
Table 13: ARPU of key players ($), 2009
Table 14: Global e-commerce revenues ($bn), 2004-12
Table 15: Global mobile advertising market size ($m), 2008–12
Table 16: Mobile vs. internet subscriptions of major Asian countries (m), 2008
Table 17: Global mobile advertising segment revenues ($m), 2008-12
Table 18: Global mobile apps downloads (m), 2009–15
Table 19: Global mobile apps revenues ($m), 2009–15
Table 20: Global mobile phone shipments (m), 2009–14
Table 21: Global smartphone shipments (m), 2006–12
Table 22: Global fixed and mobile broadband subscribers (m), 2009–14
Table 23: Global consumer fixed and mobile broadband revenue ($m), 2009–14
Table 24: 2G and 3G mobile subscriptions (m), 2005–10
Table 25: Global mobile OS market share (%), 2009-14
Table 26: Leading global social networks by unique user numbers (m), end 2009
Table 27: Social networking ad revenues ($m), 2006–10
Table 28: Online LBA revenues ($bn), 2009–14
Table 29: Online video ad spend market size ($m), 2008–14
Table 30: Top US online video properties by video ads* viewed (m), August 2010

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- AOL

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