Reportlinker Adds the Global Online and Mobile Advertising Industry Outlook

Dec 08, 2010, 14:08 ET from Reportlinker

NEW YORK, Dec. 8, 2010 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

The Global Online and Mobile Advertising Industry Outlook

http://www.reportlinker.com/p0337151/The-Global-Online-and-Mobile-Advertising-Industry-Outlook.html

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 tools used for measuring the effectiveness of online advertising, such as business analytics.

Research and analysis highlights

The $55bn online advertising industry, largely dominated by Google, is poised for a historic battle. While Google will continue to monopolize the online ad space for some more time, Microsoft could emerge as a strong contender which may result in a market duopoly in the long-run.

The $2bn mobile advertising industry (which is currently just a fraction of the size of the online advertising market) will also witness equally dramatic changes. The two significant events which will transform the industry are: the rise of Google's Android platform to a position of dominance; and the emergence of Asia as a key market.

While the online advertising industry is growing at a CAGR of 11.4% between 2007-12, and will continue to be popular in the developed world, mobile advertising will gain maximum traction in the emerging markets of Asia, especially India and China. The key driver of this growth will be the high rates of mobile penetration in the region.

Key reasons to purchase this research

• What was and will be the value of the global online and mobile advertising industry? What are the opportunities in the various market segments?

• What are the various drivers and resisitors to online and mobile advertising market growth?

• Who are the major players, who are current leaders and who are the emerging contenders? What are their business models, strategies and SWOT?

• What are the various tools for measuring the performance and effectiveness of the advertising industry?

• What are the emerging models and evolving trends that will drive future growth in the industry?

Table of Contents

Disclaimer 2

Executive summary 11

The online advertising industry outlook 11

The segments of the online advertising industry 11

The emerging landscape of the online advertising industry 12

Measuring the effectiveness of online advertising 13

The mobile advertising industry outlook 14

Emerging models 15

Chapter 1 Introduction 16

What is this report about? 16

Who is this report for? 17

Methodology 17

Definitions of online and mobile advertising 17

Definition of online advertising 17

Definition of mobile advertising 18

The mobile advertising system 18

Chapter 2 The online advertising industry outlook 20

Summary 20

Global online advertising market size by value 21

Geographic segmentation of the industry 22

Elements of online advertising 23

Global media consumption time breakdown 23

Share of total advertising spend by medium 24

Global internet subscribers and internet penetration (percent of population) 26

Chapter 3 The segments of the online advertising industry 28

Summary 28

Segments of online advertising 29

Search advertising 29

Search engine optimization (SEO) 29

Classified advertising 30

Display advertising (banner ads) 30

Search advertising 32

Global search market share 32

Regional search market share 34

Online advertising segmental revenues 35

Drivers and resistors of online advertising 37

Drivers 37

Resistors 37

Pricing models in online advertising 38

Cost per mille (CPM) 38

Performance 38

Cost per click (CPC) 38

Cost per action (CPA) 39

Hybrid 40

Trends in pricing models 40

Chapter 4 The emerging landscape of the online advertising industry 41

Summary 41

Google 42

Google's business model 42

AdWords 42

AdSense 43

Google's advertising revenues 43

Google's strategies 44

M&A deals strengthen core advertising business 44

Partnering with social networking sites to attract advertising dollars 44

Strategic initiatives to boost display advertising 45

New features are targeted at increasing users and ads 46

Yahoo 49

Yahoo's business model 49

Yahoo's advertising revenues 49

Yahoo's strategies 50

Outsourcing search to offset declining market share 50

Countering Google's challenge in core display business 51

M&A deals strengthen advertising business 52

Strategic initiatives are aimed at transforming the firm into a content company 52

Microsoft 54

Microsoft's business model 54

Microsoft's advertising revenues 55

Countering Google through a strategic partnership with Yahoo 55

Discontinuing cash back program in favor of social semantic search 56

AOL 58

AOL's business model 58

AOL's advertising revenues 59

AOL's strategies 59

Transforming from an internet service provider into a content provider 59

M&A deals power the transformation into online advertiser 60

Painful restructuring efforts are aimed at attracting ad dollars 61

Competitive positioning of key players 63

Key players' ad revenues 63

Average revenue per user (ARPU) 64

Performance of key players 65

Chapter 5 Measuring the effectiveness of online advertising 67

Summary 67

Web analytics 68

Google Analytics 68

Yahoo Web Analytics 70

Bing analytics 72

AOL analytics 73

E-commerce as a key performance indicator 75

Chapter 6 The mobile advertising industry outlook 78

Summary 78

Mobile advertising market size 79

Geographic segmentation of the industry 80

Segments of the mobile advertising industry 83

SMS advertising 83

Display advertising 83

Search advertising 83

Mobile advertising segmental revenues 83

Mobile apps 85

Drivers of mobile advertising 87

Rapidly increasing mobile penetration rates allow ads to reach a broader market 87

Increasing global mobile phone shipments result in wider reach 88

Rising global smartphone sales are resulting in a richer user experience 89

Rapid growth rate of mobile broadband subscriptions to boost ad revenues 91

Increasing 2G and 3G proliferation boosting the industry 93

Resistors 95

Small screen limits placement of number of ads 95

Lack of a standard mobile platform 95

Multiple player value chain 95

Connectivity is still a challenge 96

Resistance from ad companies 96

Key players 97

Apple's strategies 97

Launching iAd platform to boost mobile ad business 97

Acquisition of Quattro Wireless enables Apple to battle Google 98

iPhone Apps and iPad fuel growth 98

Google's strategies 99

Acquisition of AdMob and other strategic deals to strengthen market presence 99

Android drives mobile advertising business 99

Stepping into location-based advertising for better targeting 101

Apps lead the way 101

Differences between Apple and Google 103

Nokia's strategies 104

Teaming up with Yahoo to offset declining market share 104

Strategic deals spur growth 104

Research In Motion's strategies 104

Launching service platforms to boost apps business 105

Shifting focus to consumer segment to boost mobile ad sales 105

Competitive positioning of major OS platforms 106

Number of apps by OS platform 106

Global mobile OS platform market share 107

Global mobile advertising market shares 108

Global click-through rates 109

Performance of major OS platforms 110

Chapter 7 Emerging models 113

Summary 113

Emerging models in online and mobile advertising 114

Semantic advertising 114

Applying semantics to search 115

Semantic advertising on mobiles 115

Social networking advertising 119

Growing popularity of social networking sites 120

Social networking ad revenues 121

Facebook and social semantic search 122

Social networking on mobile 124

Location-based advertising 125

LBA on the mobile 126

Video advertising 128

Online video views 129

Online video ads 130

Video advertising on mobile 133

Table of figures

Figure 1: The mobile advertising system 19

Figure 2: Global online advertising market size ($bn), 2007–12 21

Figure 3: Online advertising market share by region (%), 2009–12 23

Figure 4: Media consumption time breakdown (%), 2009 24

Figure 5: Advertising medium market share (% of revenues), 2009–12 25

Figure 6: Global internet and mobile broadband* users (m), 2007–12 26

Figure 7: Global internet penetration rates (%), 2006–10 27

Figure 8: An example of display advertising 31

Figure 9: Market share of top five search companies (%), July 2009 33

Figure 10: Search market share by region (%), 2009 34

Figure 11: Global online advertising segment share (%), 2007–12 36

Figure 12: Internet ad share by pricing model (%), 2005–09 40

Figure 13: Google SWOT analysis 48

Figure 14: Yahoo SWOT analysis 53

Figure 15: Microsoft SWOT analysis 57

Figure 16: AOL SWOT analysis 62

Figure 17: Key online players' advertising revenues ($m), 2007–09 64

Figure 18: Competitive positioning of key players, 2009 65

Figure 19: An example of Google Analytics 69

Figure 20: An example of cross-channel and multimedia tracking 69

Figure 21: An example of score card analytics 70

Figure 22: An example of ad hoc scenario 71

Figure 23: Global e-commerce revenues ($bn), 2004-12 76

Figure 24: US e-commerce penetration vs. online ad penetration (%), 2002-08 77

Figure 25: Global mobile advertising market size ($m), 2008–12 79

Figure 26: Regional mobile advertising market share (%), 2009–12 80

Figure 27: Mobile vs. internet subscriptions of major Asian countries (m), 2008 82

Figure 28: Global mobile advertising segment revenue share (%), 2008–12 84

Figure 29: Global mobile apps downloads (m), 2009–15 85

Figure 30: Global mobile apps revenues ($m), 2009–15 86

Figure 31: Global service population penetration (%), 2004–14 88

Figure 32: Global mobile phone shipments (m), 2009–14 89

Figure 33: Global smartphone shipments (m), 2006–12 90

Figure 34: Global fixed and mobile broadband subscribers (m), 2009–14 92

Figure 35: Global consumer fixed and mobile broadband revenue ($m), 2009–14 93

Figure 36: 2G and 3G mobile subscriptions (m), 2005–10 94

Figure 37: Global mobile search engine market share (%), 2009 100

Figure 38: Google's across-the-board value chain presence 102

Figure 39: Number of apps by major OS platform, 2010 106

Figure 40: Global mobile OS market share (%), 2009-14 108

Figure 41: Global mobile advertising market share (%), July 2010 109

Figure 42: Global CTR index scores by OS, February, 2010 110

Figure 43: Competitive positioning of major OS platforms, 2010 111

Figure 44: Strengths and weaknesses of major OS platforms 112

Figure 45: An illustration of semantics on a mobile device: 1 116

Figure 46: An illustration of semantics on a mobile device: 2 116

Figure 47: An illustration of semantics on a mobile device: 3 117

Figure 48: An illustration of semantics on a mobile device: 4 118

Figure 49: Leading global social networks by unique user numbers (m), end 2009 121

Figure 50: Social networking ad revenues ($m), 2006–10 122

Figure 51: The "like" button feature on Facebook 124

Figure 52: Facebook on a mobile 125

Figure 53: Online LBA revenues ($bn), 2009–14 126

Figure 54: LBA (CPC) model 127

Figure 55: LBA (commission) model 128

Figure 56: Online video ad spend market size ($m), 2008–14 129

Figure 57: Top US online video properties by views (m), August 2010 130

Figure 58: Top US online video properties by video ads* viewed (m), August 2010 132

Figure 59: An example of a mobile video ad 134

Table of tables

Table 1: Global online advertising market size ($bn), 2007–12 21

Table 2: Online advertising market share by region (%), 2009–12 22

Table 3: Global advertising medium revenues ($m), 2009–12 25

Table 4: Global internet and mobile broadband users (m), 2007–12 26

Table 5: Global internet penetration rates (%), 2006–10 27

Table 6: Global search market share (m), 2008–09 32

Table 7: Global online advertising segment revenues (%), 2007–12 35

Table 8: Google advertising revenues ($m), 2007–09 44

Table 9: Yahoo advertising revenues ($m), 2007–09 50

Table 10: Microsoft advertising revenues ($m), 2007–09 55

Table 11: AOL advertising revenues ($m), 2007–09 59

Table 12: Key online players' advertising revenues ($m), 2007–09 63

Table 13: ARPU of key players ($), 2009 65

Table 14: Global e-commerce revenues ($bn), 2004-12 75

Table 15: Global mobile advertising market size ($m), 2008–12 79

Table 16: Mobile vs. internet subscriptions of major Asian countries (m), 2008 81

Table 17: Global mobile advertising segment revenues ($m), 2008-12 84

Table 18: Global mobile apps downloads (m), 2009–15 85

Table 19: Global mobile apps revenues ($m), 2009–15 86

Table 20: Global mobile phone shipments (m), 2009–14 89

Table 21: Global smartphone shipments (m), 2006–12 90

Table 22: Global fixed and mobile broadband subscribers (m), 2009–14 91

Table 23: Global consumer fixed and mobile broadband revenue ($m), 2009–14 92

Table 24: 2G and 3G mobile subscriptions (m), 2005–10 94

Table 25: Global mobile OS market share (%), 2009-14 107

Table 26: Leading global social networks by unique user numbers (m), end 2009 120

Table 27: Social networking ad revenues ($m), 2006–10 122

Table 28: Online LBA revenues ($bn), 2009–14 126

Table 29: Online video ad spend market size ($m), 2008–14 128

Table 30: Top US online video properties by video ads* viewed (m), August 2010 131

To order this report:

Online Advertising Industry: The Global Online and Mobile Advertising Industry Outlook

Online Advertising Business News

More  Market Research Report

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Nicolas Bombourg

Reportlinker

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