The world of advertising has joined the digital revolution.
Recent examples of the success of sponsored links, the development of click-to-call, video advertising and local ads on mobile, along with the swift rise in the sums being earmarked for online advertising are a clear indication that the announced changes are beginning to have an impact.
Recent experiments with music financed by advertising, telcos’ investments in ad-based financing, product placement initiatives and in-game ads are all examples of the evolving landscape that are bound to enact deep-seated changes for both traditional media, which have long been financed by advertising, and for new telecom and internet industry players which are now incorporating advertising as a new source of long-term financing.
Based on an in-depth examination of the latest changes at work in the field of advertising, IDATE delivers an analysis of the assets of new advertising platforms, namely Web 2.0 and mobile, and of traditional media’s capacity to adapt and react to the changes.
This report provides a detailed look at the new forms of advertising and efficiency measurement tools.
It also supplies market share growth forecasts for the different platforms up to 2012.
Advertising - Media, Internet, Telecoms in brief
• Advertising market growth driven by the internet and spurred by innovation
• A move to new forms of advertising resource sharing between traditionally non-competing players
• Telcos’ and internet companies’ assets and traditional media’s capacity to react
• Best practices in Europe, the United States and Asia, and market share forecasts for the different platforms up to 2012
• Interactive advertising
• Search marketing
• Web 2.0
• Local web
• Mobile advertising
• Monetising mobile content
• Below the line Key questions
• What changes are expected in the advertising market?
• What are the new services operating on an ad-funded model?
• What are the new ad formats adapted to new communication platforms?
• What are the respective assets of traditional and new media when seeking to attract advertisers?
• Is the internet a platform of choice for non-media endeavours?
• Can the advertising market finance everything?
• How will ad revenue be distributed across all of the available platforms? Who should read this report? Media groups
• Identifying traditional media’s assets in the new advertising market
• Understanding how to benefit from a multi-platform positioning strategy
• Anticipating the internet giants’ and telcos’ initiatives for conquering the ad market Internet companies
• Identifying major innovations in Web 2.0 financing
• Analysing advertisers’ investment decisions
• Understanding media and telecom players’ desire for an online presence Telecom operators (fixed and mobile)
• Analysing the ad-based monetisation possibilities on the internet and mobile
• Assessing the competition’s strategies
• Examining partnership opportunities with media and internet companies Advertisers and advertising solution providers
• Identifying the communication opportunities provided by new platforms
• Comparing the respective assets of the different platforms and formats, to achieve greater ad efficiency Hardware suppliers (consumer devices)
• Examining the evolution of services and consumption patterns
• Understanding media, internet and telecom players’ positioning strategies and the shifting balance of power Investors/analysts
• Assessing the true potential of financing for new services via advertising
• Understanding advertisers’ investment decisions in the new communication universe
• Analysing the new ad-centric competition landscape