1. Executive Summary

2. Methodology

3. Market structure & key elements
 3.1. Market overview
 3.1.1. Definitions
 3.1.2. Market segmentation
  • Display and sponsoring
  • Search marketing
  • Mobile advertising
  • Other formats
 3.2. Consumption habits spurring the online advertising market’s growth
 3.2.1. Internet, a growing mass medium
 3.2.2. Search, a major online service
 3.2.3. Internet vs. traditional media
 3.2.4. Online video is booming
 3.2.5. Social networking sites
 3.2.6. Is mobile a new ad medium?
 3.3. Current market estimates
 3.3.1. Global online advertising market
 3.3.2. The market by ad format
 3.3.3. Emerging advertising markets
  • Mobile Internet
  • Online video
  • Social networking sites
 3.4. Key technologies
 3.4.1. Audience measurement
 3.4.2. Targeting
 3.4.3. Contextualisation
  • Matching ads to content
  • Contextualized video ads
 3.4.4. Web Analytics
 3.4.5. Respecting privacy and regulatory constraints
 3.5. Trends in products & services
 3.5.1. Emergence of a new generation of banners
 3.5.2. Video and new ad formats
 3.5.3. Using semantic technologies for online advertising
 3.5.4. Emergence of ads on social media sites
  • Social networking sites, hosting branded communities
  • Social marketing and special events
  • How to monetize users: the crux of the issue on social networking sites
 3.5.5. Mobile advertising
  • New opportunities
  • Interactivity, key to innovations in mobile advertising
  • Location-based ads
  • More effective ads?
  • Growth enablers and impediments
 3.5.6. Developments in audience measurement

4. Industry organization & strategy
 4.1. Industry structure
 4.1.1. Player categories
  • Service providers
  • Ad brokers
  • Agencies
  • Advertisers
  • Platforms
 4.1.2. Search & display value chains
 4.1.3. Competition structure
 4.1.4. Business models
 4.2. Player profiles
 4.2.1. All-purpose ad brokers
 4.2.2. Specialized ad brokers
 4.2.3. Support sites
 4.2.4. Web analytics and behavioural targeting
 4.2.5. Agencies
 4.3. Strategic analysis
 4.3.1. Developments in the main online ad formats
  • Segmentation of the display market
  • Growing maturity of search marketing
  • Video ads: a new growth outlet for display
 4.3.2. Local advertising
 4.3.3. Telcos’ strategies

5. Markets & forecasts
 5.1. Growth factors
 5.1.1. Analysis of growth and disruptive factors
 5.1.2. Forecast hypotheses
 5.2. Market forecasts
 5.2.1. Forecasts 2010-2014
 5.2.2. The market by ad format
 5.2.3. Emerging advertising markets

• What is the size of the online advertising market, worldwide and in the main Western markets?

• What weight does search marketing really have?

• How are emerging online advertising markets developing, especially on the mobile Internet, online video and social networking sites?

• To what extent has the recession affected the advertising sector?

• What new technologies are revolutionizing the market?


> Database
- The online advertising market by format (Display, Search, other), emerging markets (mobile Internet, social networking sites, online video), mobile Internet user and subscriber numbers
- World, EU-27, EU-5, China, France, Germany, Italy, Japan, South Korea, Spain, the United States, the UK

Actuals & Forecasts 2006-2014

Areas & countries covered:
• World
• European Union
• Europe's Big Five
• China
• France
• Germany
• Italy
• Japan
• South Korea
• Spain
• UK
• USA

Advertising revenues:
• Online ad revenues
• Total media ad revenues
• Share of media ad revenues (%)
• Online ad revenues growth (%)
• Media ad revenues growth (%)

Online ad revenues by advertising format:
• Display
• Search marketing and assimilated
• Other
- in value and share of total online ad market (%)

Emerging ad markets:
• Mobile Internet
• Social Networks
• Online Video

Internet and mobile Internet subscriber numbers:
• Internet users
• Mobile Internet users