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Global Digital Media - Advertising and Marketing in the Digital Age

  • April 2015
  • -
  • Paul Budde Communication Pty Ltd
  • -
  • 20 pages

The advertising scene has undergone radical change and is still changing. With profits down between 5% and 10% on an annual basis, the performance of the traditional advertising market is under constant pressure. Data analytics is exposing the weakness of these traditional advertising business models and, like all of the other sectors affected by the digital economy, this means that these business models need to change.

As they become more aware of the power of big data, advertisers are demanding hard, quantitative data on their campaigns. Increasingly, campaigns are now linked to outcomes. These are predetermined and tested against the results, and payments are made to advertising agencies based on the success of these campaigns, which are becoming far more cost-effective.

Social media companies are becoming increasingly important website publishers. Compared to commercial broadcasters, these companies have one important difference they have valuable data on their consumers, which they are monetising in a big way. Although consumers are happy to share data with companies operating in the digital economy, they are most unhappy when these companies disrespect their wishes for privacy. On the other hand, many companies involved in big data analytics are disappointed with the results. So a better system could be a win-win situation for both the demand and the supply side.

Latest developments:
While Facebook has yet to reap such high advertising revenues as Google, it is closing the gap and increasing its market share.
Facebook is increasing its share of the mobile advertising market.
Google is still the undisputed leader in the search-engine advertising market, with China-based Baidu occupying a distant second place.
In 2015, Twitter is likely to overtake Yahoo in the US digital display ad market. In the worldwide digital display ad market, Yahoo will probably be overtaken by both Twitter and Baidu.
Click fraud has become a growing concern for advertisers and website publishers, with bots accounting for a large percentage of display and video ad viewings. Advertisers have started to fight back, demanding to be shown proof that their ads have been seen by real people.

Companies mentioned in this report:
Google; Hulu; Yahoo; Microsoft; Facebook; Amazon; Baidu; Sohu.

Table Of Contents

Global Digital Media - Advertising and Marketing in the Digital Age
1. Synopsis
2. Market summary
3. Market insights
3.1 Changes in internet advertising
3.2 The effect of big data on the advertising industry
3.3 Online advertising does not improve the overall result for advertisers
3.4 Mobile advertising
3.4.1 Advertising on mobile apps
3.5 Mobile Location-Based Advertising (MLBA)
3.6 TV advertising
3.6.1 Smart TV advertising
3.7 Digital ad exchanges
3.8 A multi-screen approach gains attention
4. Key online advertising categories
4.1 In-game advertising
4.2 Social network advertising
4.3 Online video advertising
4.4 Search engine advertising
5. Internet media companies selected insights
5.1 Overview
5.1.1 Click fraud
5.2 Google advertising revenues continue to grow
5.3 Yahoo digital display ad revenues slump
5.4 Hulu an unusual dual revenue model
5.5 Facebook prepared to operate in different markets
5.6 Amazon's rising threat
6. Consumers in focus
6.1 Consumers will lead the way
6.2 Consumers react to privacy misuse by Internet companies
6.3 Consumers are the serfs of the feudal internet companies
7. Related reports
Table 1 Global media ad spending and annual change 2011 - 2016
Table 2 Global digital ad spending and annual change 2011 2016
Table 3 Global mobile internet ad spending and annual change 2011 2016
Table 4 Ad spending by major countries total media, digital, mobile internet 2014 - 2015
Table 5 Top ten countries by ad spending per person and per digital Internet user 2014
Table 6 Market share of mobile internet advertising revenue major companies 2012 - 2014
Table 7 Social network advertising revenue by region 2013 - 2015
Table 8 Global search engine advertising revenue major companies 2013 - 2015
Table 9 Google advertising revenue (total and mobile) 2006 - 2014
Table 10 Facebook advertising revenue (total and mobile) 2011 - 2014
Chart 1 Major countries overall, digital, and mobile ad spending 2014
Exhibit 1 Digital advertising cost considerations
Exhibit 2 Middle East offers online advertising potential
Exhibit 3 Online ad deal between Google and Yahoo aborted
Exhibit 4 Top industries spending on mobile advertising 2014
Exhibit 5 Anarchy Online by Funcom
Exhibit 6 - Statistics shows customers don't trust B2B companies

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