Australia - Digital Economy - Advertising & Marketing, Strategies & Analyses

Synopsis

New business models are now emerging, giving the industry the confidence to begin changing their more traditional models. An equally important factor is that this is backed up by a phenomenal growth in online advertising revenues – these are now well above $1.7 billion. Video-based service on broadband and interactive digital TV networks is becoming a whole new area of advertising opportunities. Personalised media and one-to-one communication will be the predominant mode on the Digital Media. New models will need to be developed to succeed in this highly competitive and highly costumer service sensitive market. Video ads in Australia could outpace Internet search advertising as the fastest growing online revenue stream over the next several years. This report analyses the digital advertising and marketing industry and highlights key strategies.

Table of Contents

• 1. Synopsis
• 2. The Online advertising market
  • 2.1 Changes in web advertising
  • 2.2 Market trends
  • 2.3 Marketing issues
  • 2.4 Costs advantage of Internet advertising
  • 2.5 Video advertising on web continues to grow
  • 2.6 Online advertising in relation to social networking
• 3. Mobile marketing and advertising
  • 3.1 Mobile data market
  • 3.2 Mobile advertising
• 4. Analysis
  • 4.1 New advertising models
  • 4.2 Local advertising
  • 4.3 Speech technology and the mobile internet
  • 4.4 Infrastructure bottleneck in Internet economy
  • 4.5 New technologies, same customers
  • 4.6 Permission-based targeted advertising models
  • 4.7 Telecommunications providers and their customers.
• 5. Related reports

• Exhibit 1 – Digital media marketing commandments