Reportlinker Adds Advertising Outlook: Shifting Dollars

NEW YORK, March 16 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Advertising Outlook: Shifting Dollars

http://www.reportlinker.com/p0183100/Advertising-Outlook-Shifting-Dollars.html

Synopsis

This study includes a survey of top-level U.S. advertising and media executives. It gathers industry insight on current and planned media budget allocation for television, Internet, and mobile platforms. The survey focuses on advanced advertising formats by medium, including agency usage and perceptions of addressable TV ads and online video ad formats.

"In order to remain competitive, service and content providers in both traditional and digital media require greater insight from agency decision makers regarding the shift of advertising expenditures among major media channels," said Heather Way, research analyst, Parks Associates. "As digital media consumption increases, advertisers are incorporating emerging advertising platforms such as advanced TV, online video, social networking, and mobile applications into their overall media mix."

CONTENTS

The Bottom Line

Data Points

Advertising Outlook: Shifting Dollars Dashboard

1.0  Report Summary

1.1  Purpose of Report

1.2  Scope of Report

1.3  Research Approach

1.3.1  Research Design

1.3.2  Glossary of Terms

2.0  U.S. Television, Internet, and Mobile Advertising Expenditures

3.0  Advertising Outlook: Shifting Dollars Research Evaluation

3.1  Research Sample Profile

3.2  Advertising Platforms/Formats Currently Planned or Bought

3.2.1  Type of Television Platforms/Formats Currently Planned/Bought

3.2.2  Type of Internet Platforms/Formats Currently Planned/Bought

3.2.3  Type of Mobile Formats Currently Planned/Bought

3.3  Media Budget Allocation by Medium: TV, Internet, and Mobile

3.3.1  Television: 2009 and 2010 Media Budget Allocation by Platform/Format

3.3.1.1   Reason Television Platform/Format Not Planned or Bought

3.3.2  Internet: 2009 and 2010 Media Budget Allocation by Platform/Format

3.3.2.1   Reason Internet Platform/Format Not Planned or Bought

3.3.3  Mobile: 2009 and 2010 Media Budget Allocation by Platform/Format

3.3.3.1   Reason Mobile Platform/Format Not Planned or Bought

3.4  Addressable TV Ads

3.4.1  Participants in Household TV Addressability Trial

3.4.1.1   Premium Paid for Addressable TV Commercial

3.4.1.2   Satisfaction Level with Addressable TV Campaign

3.4.1.3   Percentage of Total Traditional or Cable TV Budget Allocated to Addressable TV Campaigns in 2010 and 2014

3.4.2  Reason for Not Planning/Buying an Addressable TV Campaign

3.4.2.1   Premium Willing to Pay for Addressable TV Ads

3.5  Online Video Advertising

3.5.1  Effectiveness of Online Video Ad Placement and Length

3.6  Views on Industry Perceptions

4.0  Recommendations Based on Key Findings

4.1  Advertising or Media Agencies

4.2  Service Providers

4.3  Content Providers

5.0  Resource Book

5.1  Research Sample Profile - Data Charts

5.2  Survey Questionnaire

LIST OF Figures

Television, Internet, and Mobile Platforms and Formats

Advertising Outlook: Shifting Dollars Research Approach

Traditional and Advanced Advertising Glossary of Terms

2008 U.S. Advertising Expenditures by Medium

2009 U.S. Television Advertising Revenues – By Category

U.S. Cable/DBS/Telco Advertising Revenue: Traditional Linear, Addressable and Interactive (2009 – 2014)

2006 – 2008, 1H 2008 and 1H 2009 U.S. Internet Advertising Revenues

Mobile Advertising Revenue – N.A. Text Messaging, Search, Display, In-Application, and Video (2009 – 2014)

Broadcast & Cable Television Advertising Platforms Planned or Bought

Interactive Television Advertising Formats Planned or Bought

Internet Advertising Platforms/Formats Planned or Bought

Mobile Advertising Formats Planned or Bought

Broadcast & Cable Television 2009 Media Budget Allocation (versus 2008)

Broadcast & Cable Television 2010 Media Budget Allocation (versus 2009)

Broadcast & Cable Television – Percentage of Media Budget Increase in 2010

Interactive Television 2009 Media Budget Allocation (versus 2008)

Interactive Television 2010 Media Budget Allocation (versus 2009)

Interactive Television – Percentage of Media Budget Increase in 2010 (versus 2009)

Reason for Not Planning or Buying Broadcast or Cable TV Advertising

Reason for Not Planning or Buying Interactive TV Advertising

Internet Advertising 2009 Media Budget Allocations (versus 2008)

Internet Advertising 2010 Media Budget Allocations (versus 2009)

Internet Advertising – Percentage of Media Budget Increase in 2010 (versus 2009)

Reason for Not Planning or Buying Internet Advertising

Mobile Advertising 2009 Media Budget Allocation (versus 2008)

Mobile Advertising 2010 Media Budget Allocation (versus 2009)

Mobile Advertising – Percentage of Media Budget Increase in 2010 (versus 2009)

Reason for Not Planning or Buying Mobile Advertising

Participation in Addressable TV Advertising Trials

Premium Paid for Addressable TV Ad

Addressable TV Ad Campaign Satisfaction Level

Percentage of Traditional and Cable TV Budgets Allocated to Addressable TV – 2010 & 2014

Reason for Not Planning/Buying Addressable TV Ads

Premium Willing to Pay for Addressable TV Ads

Views on Addressable TV Ads and Cable TV Industry

Effectiveness of Online Video Ad Placement and Length

Views on Industry Perceptions

Benefits & Challenges of Digital Media Platforms and Services

Consumer Acceptance of In-Applications Advertisements

Mobile Phone Ad Recall by Type

Frequency of Mobile Ad Response

Mobile Ad Consumer Perspective

Agency Title

2008 Annual Billing Revenue

Main Focus of Agency for Target Population

Type of Agency

Main Focus of Media Planning/Buying Efforts

Top 10 Advertising Categories

Bottom 10 Advertising Categories

Tenure in Advertising Business

Years at Current Agency

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