Digital Media - Advertising and Marketing in the Digital Age

Synopsis

Spending on advertising using digital media channels is continuing to grow in market share and while the economic downturn initially impacted upon the growth of overall advertising spending; in 2012 advertising spend continues to grow and the ever popular TV advertising rebounding. Digital marketing remains a growth area, as marketers shift towards new advertising methods at the expense of traditional formats. The Internet Media giants are waging a battle over online advertising spend with the traditional leaders Google and Yahoo beginning to feel the competitive pressure from Facebook.

This report provides an overview and analysis of Digital Media marketing with a focus on two of the key digital advertising platforms - Internet and Mobile. The report is designed to provide current observations which may assist investors, analysts and industry participants in making investment and business decisions.

Latest developments:

Internet advertising expected to grow by around 18% in 2012; Microsoft is revitalising its online advertising offerings via partnerships; online advertising accounts for nearly 17% of global advertising spend across all mediums.

Companies mentioned in this report:

Google; Hulu; Yahoo; Microsoft; Facebook.

Table of Contents

• 1. Synopsis
• 2. Market summary
• 3. Market insights
  • 3.1 Consumers will lead the way
  • 3.2 Changes in internet advertising
  • 3.3 Mobile advertising
    • 3.3.1 Advertising on mobile apps
  • 3.4 Mobile Location-Based Advertising (MLBA)
  • 3.5 TV advertising
  • 3.6 Hulu
• 4. Key online advertising categories
  • 4.1 In-game advertising
  • 4.2 Social media advertising
  • 4.3 Online video advertising
  • 4.4 Online search advertising
• 5. Related reports

• Table 1 – Worldwide advertising spending- all mediums – 2008 - 2012
• Table 2 – Worldwide online advertising spending – 2007 - 2012
• Table 3 – Most popular forms of online advertising
• Table 4 – Western Europe mobile ad spending – 2009 - 2012
• Table 5 –Asia-Pacific mobile ad spending – 2009 - 2012
• Table 6 – Google advertising revenue – 2006 - 2012
• Table 7 – Worldwide smartphone operating systems by market share – 2007 – 2010; Q3 2011
• Table 8 – Growth of Hulu video streams – various months – 2008 - 2011
• Table 9 – Worldwide in-game advertising spending – 2010; 2013
• Table 10 – Worldwide social network advertising spending – 2008 – 2016
• Table 11 – USA social network advertising spending – 2008 - 2009
• Table 12 – US online advertising revenues - top four portals – 2008 - 2011

• Exhibit 1 – Digital advertising cost considerations
• Exhibit 2 – Examples of large global advertising groups and subsidiaries
• Exhibit 3 – Examples of digital advertising agencies
• Exhibit 4 – Top sectors for online advertising spending
• Exhibit 5 – Online ad deal between Google and Yahoo aborted
• Exhibit 6 – Anarchy Online by Funcom
• Exhibit 7 – Facebook and Nielsen’s marketing alliance