NEW YORK, Jan. 12 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue: Internet Advertising Market- 2010 Edition http://www.reportlinker.com/p0171105/Internet-Advertising-Market--2010-Edition.html. In 2008, UK expenditure on Internet advertising was valued at 3.35bn pounds Sterling. The Internet is the UK's fastest-growing advertising medium and, in the first half of 2009, the UK became the first major European market in which online advertising expenditure exceeded television advertising expenditure.
The UK advertising market in general is being affected by the recession and revenues from other advertising media, including television, radio, newspapers, magazines and outdoor, are forecast to decline in 2009.
Although it is still important, television no longer monopolises the media schedule as it did in the past. Marketers have realised that digital promotion, including Internet advertising, is an inexpensive and effective way of building their brands. This trend has been prompted by a fundamental change in consumer behaviour due to the rise of the Internet and media fragmentation.
Search marketing remains the largest single format within the Internet advertising mix. It has become a staple on the media schedule and is increasingly integrated into traditional and online advertising campaigns. The second-largest sector of the Internet advertising market is classified advertising, expenditure on which now exceeds that on display advertising. Solus e-mail advertising is now a very minor sector of the market.
One controversial area of Internet advertising is behavioural advertising, which works by constantly analysing customers' Web surfing activity to determine their interests. The technology then delivers targeted advertising to users when they visit certain websites. In April 2009, the European Commission opened infringement proceedings against the UK as a result of concerns about the UK's implementation of EU ePrivacy and personal data-protection rules. The Office of Fair Trading (OFT) has also begun an investigation into potentially misleading advertising on the Internet.
Original research for this report found that 97.3% of British Internet users now access the Internet at home. The survey also revealed that 96.3% of those who had used the Internet in the previous 12 months usually accessed the Internet using a broadband connection. Online shopping continues to increase in popularity, with 86.4% of the Internet users in Key Note's survey having shopped online. Concern about fraudulent card use, though still evident, appears to be in decline as a barrier to online transactions.
Key Note forecasts that expenditure on Internet advertising in the UK will continue to rise in 2009, although the rate of growth will be considerably lower than in previous years, as a result of the recession. Thereafter, Key Note projects that expenditure on online advertising will rise more rapidly, in line with the increasing popularity and use of the Internet.
Executive Summary
1. Introduction
OVERVIEW
DEFINITION
2. Strategic Overview
MARKET DYNAMICS AND SEGMENTATION
The Total UK Advertising Market
Table 2.1: The UK Advertising Market by Mainstream Advertising Medium (% and pounds bn), Years Ending December 2005-2008
Internet Advertising
Table 2.2: UK Internet Advertising Expenditure by Format (pounds m and %), Year Ending December 2008
Search Marketing
Classified Advertising
Display Advertising
Solus E-mail Advertising
THE CONSUMER
Ownership and Use of Home Computers
Table 2.3: Only Home Computer or Most Recently Obtained Home Computer — Desktop or Laptop (% of adults), Year Ending March 2009
Table 2.4: Only Home Computer or Most Recently Obtained Home Computer — Reasons for Use (% of adults), Year Ending March 2009
Internet Access and Activity
Internet Access
Table 2.5: Proportion of UK Households with Access to the Internet (%), 2006-2009
Table 2.6: Number of UK Households with Access to the Internet by Type of Access (million), 2006-2009
Table 2.7: Proportion of UK Households with Access to the Internet by Type of Access (%), 2006-2009
Frequency of Use
Table 2.8: Frequency of Internet Use in the UK by Sex and Age (% of adults who had used the Internet during the 3 months prior to interview), 2009
The Most Popular Internet Activities
Table 2.9: Popular Reasons for Using the Internet (% of UK adults who had used the Internet during the 3 months prior to interview), 2008 and 2009
Purchasing Goods Online
Table 2.10: Those Who Had Ever Bought or Ordered Goods Online by Sex and Age (% of adults who had used the Internet during the 3 months prior to interview), 2007-2009
Most Common Online Purchases
Table 2.11: Products Bought or Ordered Online in the Previous 12 Months by Sex (% of adults who had used the Internet during the 3 months prior to interview), 2009
COMPETITIVE STRUCTURE
The Leading Web Brands
Table 2.12: The Top Ten Web Brands by Share of UK Internet-Related Time (%), April 2009
Online Advertising Agencies
KEY TRADE ASSOCIATIONS
ABCe
Advertising Standards Authority
Association of Online Publishers
European Interactive Advertising Association
Institute of Practitioners in Advertising
Internet Advertising Bureau
IAB Europe
Internet Advertising Sales House
MARKET FORECASTS
3. Market Analysis
MARKET SIZE
Table 3.1: UK Internet Advertising Expenditure (pounds m), Years Ending December 2004-2008
By Advertising Format
Table 3.2: UK Internet Advertising Expenditure by Format (pounds m and %), Years Ending December 2006-2008
By Industry
Table 3.3: UK Display Internet Advertising Expenditure by Industry (% of revenues), First and Second Halves 2008
FACTORS INFLUENCING MARKET GROWTH
Online Audience
Access to Broadband
Cost of Broadband
Accountability
Growth in E-Commerce
Advertising Networks
Catch-Up Television
Social Networking Websites
Growth of New Display Formats
Internet Users Spending More Time Online
Table 3.4: The Top Ten Web Brands by Total UK Internet-Related Time (million minutes), April 2008 and April 2009
Table 3.5: The Top Ten Web Brands by Share of UK Internet-Related Time (%), April 2008 and April 2009
4. An International Perspective
THE TOTAL ADVERTISING MARKET
Table 4.1: Global Advertising Expenditure by Region ($bn), 2007-2011
Table 4.2: Global Advertising Expenditure by Medium ($bn), 2007-2011
INTERNET USAGE
Table 4.3: World Population and Internet Usage by Region (million and %), 30th September 2009
The EU
Table 4.4: Population and Internet Usage — the EU27 and the Rest of the World (million and %), 30th September 2009
Table 4.5: Internet Usage in the EU27 by Country (million and %), 30th September 2009
LEADING INTERNET ADVERTISING MARKETS
The US
Table 4.6: Internet Advertising Revenues in the US ($m), 2004-2008
Table 4.7: Internet Advertising Revenues in the US — Share of the Top 10, Top 25 and Top 50 Companies (%), Fourth Quarter 2007 and Fourth Quarter 2008
By Advertising Format
Table 4.8: Internet Advertising Revenues in the US by Format ($bn and %), 2007 and 2008
By Industry
Table 4.9: Internet Advertising Revenues in the US by Major Industry Category (%), 2007 and 2008
Europe
EIAA Mediascope Europe 2008
Table 4.10: Proportion of European Internet Users Who Are Online Every Day by Country (%), 2008
Table 4.11: Average Number of Items Bought Online Over a 6-Month Period by European Country, 2007 and 2008
Japan
Table 4.12: Advertising Expenditure in Japan by Medium (yen bn), 2006-2008
5. PEST Analysis
POLITICAL FACTORS
European Commission Launches Privacy Case Against UK
OFT Launches Probe into 'Potentially Misleading' Advertising
Good-Practice Principles for Behavioural Advertising
UK Consumers Get One-Stop 'Opt Out' for Targeted Advertising
ECONOMIC FACTORS
Digital Britain
Government Plans to Roll Out 2Mbps Broadband Across the UK
Online to Rescue Britain's Retail Sector from Recession
Facebook Brings in Nielsen to Increase Brand Expenditure
AOP Content & Trends Census 2009
Readers Likely to Choose Free News Sources
SOCIAL FACTORS
Attitudes Among Those Without Internet Access
European Internet Trends of Today and Tomorrow
Consumers Will Watch Advertising in Return for Free Content
Criminals Increase Their Attacks on Social Networking Sites
Google Launches Behavioural Targeted Advertising
TECHNOLOGICAL FACTORS
Google Launches Display Advertising Exchange
UKOM and Nielsen to Launch 'BARB' for Online
Ofcom Reveals UK's Real Broadband Speeds
6. Consumer Dynamics
OVERVIEW
Table 6.1: Internet Access and Attitudes Towards Online Advertising (% of all respondents and % of respondents who had accessed the Internet in the previous 12 months), May 2008 and September 2009
INTERNET ACCESS
Access to the Internet in the Previous 12 Months
Table 6.2: Access to the Internet in the Previous 12 Months (% of respondents), September 2009
Access to the Internet via Broadband
Table 6.3: Access to the Internet via Broadband (% of respondents who had accessed the Internet in the previous 12 months), September 2009
LOCATION OF INTERNET ACCESS
Table 6.4: Location of Internet Access (% of respondents who had accessed the Internet in the previous 12 months), September 2009
FREQUENCY OF INTERNET ACCESS
Table 6.5: Frequency of Internet Access (% of respondents who had accessed the Internet in the previous 12 months), September 2009
INTERNET SHOPPING
Table 6.6: Attitudes Towards Internet Shopping (% of respondents who had accessed the Internet in the previous 12 months), September 2009
INTERNET ADVERTISING
Table 6.7: Attitudes Towards Internet Advertising (% of respondents who had accessed the Internet in the previous 12 months), September 2009
ADVERTISING OF WEBSITES IN OTHER MEDIA
Table 6.8: Visiting Websites as a Result of Advertising or Information in Other Media (% of respondents who had accessed the Internet in the previous 12 months), September 2009
OTHER FACTORS INFLUENCING CONSUMER ATTITUDES
Table 6.9: Other Factors Influencing Consumer Attitudes Towards Internet Advertising (% of respondents who had accessed the Internet in the previous 12 months), September 2009
7. Company Profiles
INTRODUCTION
AEGIS MEDIA LTD
Table 7.1 Financial Results for Aegis Media Ltd (pounds 000 and %), Years Ending 31st December 2005-2007
EMC CONSULTING (UK) LTD
Table 7.2: Financial Results for EMC Consulting (UK) Ltd (pounds 000 and %), Years Ending 31st December 2005-2007
I-LEVEL LTD
Table 7.3: Financial Results for i-level Ltd (pounds 000 and %), 52 Weeks Ending 31st March 2006 and 31st March 2007, and 57 Weeks Ending 30th April 2008
LBI LTD
Table 7.4: Financial Results for LBi Ltd (pounds 000 and %), Years Ending 31st December 2006-2008
POKE LONDON LTD
Table 7.5: Financial Results for Poke London Ltd (pounds 000 and %), Years Ending 31st December 2006-2008
PROFERO LTD
Table 7.6: Financial Results for Profero Ltd (pounds 000 and %), Years Ending 31st March 2006-2008
TRIBAL DDB CIS UK LTD
TWENTYSIX LONDON LTD
Table 7.7: Financial Results for Twentysix London Ltd (pounds 000 and %), Years Ending 28th February 2007, 29th February 2008 and 28th February 2009
8. The Future
INTRODUCTION
UK Advertising Expenditure Expected to Fall in 2009
IPA/BDO Bellwether Report
Advertising Expenditure in the First Half of 2009
Table 8.1: The UK Advertising Market by Mainstream Advertising Medium (% and pounds bn), First Half 2008 and 2009
By Advertising Format
Table 8.2: UK Internet Advertising Expenditure by Format (pounds m and %), First Half 2008 and 2009
FORECASTS 2009 TO 2013
Table 8.3: Forecast UK Internet Advertising Expenditure (pounds m), Years Ending December 2009-2013
LONG-TERM TRENDS
9. Further Sources
Associations
General Sources
Government Sources
Other Sources
Key Note Sources
Understanding TGI Data
Number, Profile, Penetration
Social Grade
Standard Region
Key Note Research
The Key Note Range of Reports
To order this report:
Advertising Industry: Internet Advertising Market- 2010 Edition
Nicolas Bombourg |
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