Abstract
Summary
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.
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
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