Global Online Advertising Industry

  • April 2012
  • -
  • Global Industry Analysts
  • -
  • 564 pages

This report analyzes the worldwide markets for Online Advertising in US$ Million by the following Formats: Search, Display, and Others. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, and Rest of World. Annual estimates and forecasts are provided for the period 2009 through 2017. Also, a six-year historic analysis is provided for these markets. The report profiles 239 companies including many key and niche players such as 24/7 Real Media, Inc., AOL, Inc., Baidu.com, Inc., Copernic, Inc., DoubleClick, Inc., Eniro AB, Google, Inc., IAC/InterActiveCorp., IAC Search & Media, InfoSpace Inc., MSN, Sina Corporation, Sohu.com Inc., Tencent Inc., Tom Online Inc., TradeDoubler AB, ValueClick, Inc., and Yahoo Inc. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based upon search engine sources in the public domain.

Table Of Contents




I. INTRODUCTION, METHODOLOGY and PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation and Reporting Level I-3
Quantitative Techniques and Analytics I-3
Product Definitions and Scope of Study I-3
Online Advertising I-3
Search Format I-4
Display Advertising I-4
Others I-4
Classifieds and Auctions I-4
Rich Media I-4
Sponsorship I-4
Referrals I-5
Slotting Fees I-5
E-mail I-5


II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
A Curtain Raiser II-1
Impact of Recession in Retrospect II-1
Table 1: Worldwide Advertising Market (2010): Percentage
Breakdown by Media - Television, Newspapers and Magazines,
Internet, Radio, Outdoor and Others and Cinema (includes
corresponding Graph/Chart) II-2

Table 2: Global Online Search Market (2Q 2010): Percentage
Breakdown of Market Share by Leading Service Providers -
Google,Yahoo, Microsoft and Others (includes corresponding
Graph/Chart) II-3

Table 3: Global Market for Online Advertising (QII 2009):
Breakdown by Sales Revenues for Leading Service Providers -
Google, Yahoo, Microsoft and AOL (In US$ Million) (includes
corresponding Graph/Chart) II-3

Table 4: Global Market for Online Advertising (2009):
Percentage Breakdown of the Popularity of Marketing
Strategies - ROI Driven, Marketing Mix Strategy and Tried and
Tested Tactics (includes corresponding Graph/Chart) II-3
Problems Faced by Service Providers in Monetizing Media Campaigns II-4
Yellow Page Publishers Witness Increase in Revenues II-4
Online Video Advertising - A Viable Growth Opportunity II-4
Internet Usage- Increasing by the Day II-5
Table 5: Global Internet Usage (2005-2010): Annual Breakdown
by Number of Users (Users in Million) (includes corresponding
Graph/Chart) II-5

Table 6: Number of Internet Users by World Regions (2000 Vs.
2010) (includes corresponding Graph/Chart) II-6

Table 7: World Internet Usage (2010): Percentage Share
Breakdown by Top 10 Countries - China, US, Japan, India,
Brazil, Germany, Russia, UK, France, Nigeria and Others
(includes corresponding Graph/Chart) II-6

Table 8: Global Internet Penetration Rates (2010): Percentage
Breakdown by Leading Geographic Regions - North America,
Oceania, Europe, Latin America, Middle East, Asia and Africa
(includes corresponding Graph/Chart) II-7
Competitive Scenario II-7
Table 9: Global Internet Search Engines (2010): Percentage
Share Breakdown by Number of Searches for Google, Yahoo!,
Bing, Baidu, Ask, AOL and Others (includes corresponding
Graph/Chart) II-7
Current Spotlight II-7
Market Dynamics II-8
Online Advertising Expenditure Goes Up II-8
Comparative Analysis II-8
Benefits of Various Advertising Media II-9
Comparison of Different Advertising Media Based on Varied
Parameters II-9
Conventional Media Vs Online Advertising Medium II-9
Rich Media - A Rising Concept II-9
Genesis II-9
Rich Media - The Killer Application II-10
Standard Formats II-10
Behavioral Targeting - An Out-of-Box Service II-11
Advertising Network Model II-11
Trends and Issues II-11
Continuous Shift Towards Online Advertising II-11
Mobile Advertising Portrays Vibrant Opportunities II-12
Online Industry Welcomes Open Source Solutions II-12
Growing Adoption Among SMEs and E-Com Companies Augur Well
for the Market II-12
Rich Media Market Rapidly Undergoes Changes II-12
Video Streaming - A Multifaceted Advertising Mode II-13
Software Technology Improvements Facilitate Online Ads II-13
Other Side of Online Advertising II-13
Online Advertising Frauds Cost Online Companies II-13
Major Bottlenecks in Online Advertising II-14

2. ONLINE ADVERTISING - OVERVIEW II-15
Introduction II-15
Online Advertisement Formats II-15
Search II-16
Display Advertising II-16
Classifieds and Auctions II-16
Rich Media II-16
Sponsorship II-17
Referrals II-17
Slotting Fees II-17
e-mail II-17

3. PRODUCT INTRODUCTIONS/INNOVATIONS II-18
AOL Introduces Project Devil, an Online Advertising System II-18
DigitalPost Interactive Introduces VirtualSpokespeople.com Portal II-18
Adtech Rolls Out Expanded Online Video Advertising Platform II-18
CoolerAds Introduces Online Business Tools for Small and
Medium Sized Businesses II-18
Digital Element Unveils NetAcuity Edge, an IP Intelligence Tool II-19
Zurvita Introduces Local Search Engine Directory II-19
Gen2Media Launches Publisher Version of Video Platform II-20
IDG Unveils IDG TechNetwork, Global Online Ad Network II-20
Jivox Introduces Jivox 4.0 Platform II-20
China Mobile Introduces b2bjoy.com, a B2B Portal II-21
comScore -IRI Unveils New Service for Evaluating Advertising
Campaigns II-21
Theorem Introduces CreativesOnTap.com, Online Tool for
Advertising II-21
Yahoo! Introduces Ad Interest Manager, Online Consumer Privacy
Tool II-21

4. PRODUCT INTRODUCTIONS/INNOVATIONS - A HISTORIC PERSPECTIVE BUILDER II-23
Turn Introduces Turn Smart Market II-23
TradeDoubler Releases td AdMatch II-23
Advertising.com to Introduce PubAccess II-23
DoubleClick Releases Widget Ad Rich Media Format II-23
Google Launches Google Gadget Adsâ„¢ II-24
DoubleClick Introduces TEASER Advertising Format II-24
DoubleClick Launches DE 6.5 software II-24
DoubleClick Unveils DFP Dashboard II-24
DoubleClick Introduces an Online Marketplace II-25
HopStop.com Unleashes Location Based Advertising Base II-25
Undertone Networks Introduces A New Service II-25
YuMe Networks Introduces an Online Service II-25
Ceelox Launches Scram II-25
Petry Media to Establish Digerati iSales Division II-26
AllAdSpace.com Launches A Free Ad Platform II-26
MIVA Media Rolls Out MIVA Monetization Center in the US and UK II-26
Viewpoint Releases NanoNet II-26
DoubleClick Unleashes an Advertising Solution, Live Streaming II-26
Yell.com Enhances Advertising Portfolio II-26
Yahoo! Introduces New Search Marketing Ranking Model in the US II-26

5. RECENT INDUSTRY ACTIVITY II-27
United Business Media Acquires Game Advertising Online II-27
Google Acquires Invite Media II-27
TA Associates Snaps Up Majority Stake in eCircle II-27
DigitalPost Interactive Takes Over Rovion II-27
Mediamath Snaps Up Adroit Interactive II-28
Atex Group Takes Over Kaango LLC II-28
Antevenio Acquries Shopall.es II-28
Adknowledge Acquires Hydra Group II-28
Beyond Commerce Inc. Takes Over AdJuice II-28
Havas Takes Over Acmic Interactive Solutions II-28
Silver Lake Acquries Majority Stake in Allyes Online Media
Holding II-29
MediaTrust Snaps Up Kenzei LLC II-29
Yahoo! to Take Over Dapper II-29
Beyond Commerce Inc to Take Over WebYES! II-29
Ybrant Digital Snaps Up Dream Ad II-30
Deutsche Post Takes Over Nugg.ad II-30
AOL to Acquire TechCrunch II-30
VideoEgg to Acquire Six Apart and Form a Joint Company Say Media II-30
Dentsu to Take Over Innovative Interactive II-30
Limelight Networks to Take Over EyeWonder Inc. II-30
AudienceScience to Acquire Wunderloop, Integrated Targeting
Service Provider II-31
Connexus Merges with Epic Advertising to Form Epic Media Group II-31
News Corporation to Merge its Fox Audience Network with MySpace II-31
Fairfax Media Enters into Partnership with APN News and Media II-32
Cyber Communications Enters into Partnership with OpenX II-32
Auditude and Comcast Interactive Media Enter Into Partnership II-32
Brightcove Inks Web Video Content Support Agreement with
Turner Broadcasting II-33
China INSOnline Signs Agreement with Beijing EZ Auto Technology II-33
Google Acquires AdMob Mobile-Advertising Network II-33
Google Takes Over Teracent II-34
LIN TV Acquries Red McCombs Media II-34
Orange France Telecom Snaps Up Unanimis Digital Promotions Group II-34
Six Apart Snaps up NaturalPath Media II-35
Ybrant Digital Takes Over Max Interactive II-35
Adknowledge Snaps Up Super Rewards II-35
Livedoor Takes Over Stake in Adwires II-35
Yahoo! to Take Over Maktoob.com II-35
Cinnabar Ventures to Take Over Yippy II-36
Canpages to Take Over ZipLocal.ca II-36
comScore to Take Over Certifica II-36
Terra Establishes Online Advertising Division in Brazil II-36
Yahoo! and Microsoft Ink License and Advertising and Search
Agreements II-36
Hi-media Signs Acquisition Agreement with AdLINK Media II-37
Baidu Paves Way for M2B into Chinese Online Advertising Industry II-37
Arnoldo Mondadori Unites with Mediaset for Online Promotion
Joint Venture II-37
Out-n-out Online Signs Deal with Maktoob.com to Usage of
OOXmonitor.com by the Latter II-38
DAC and Kaltura Enter Into Strategic Partnership II-38
WMG Plans to Partner with FreeWheel for Online Advertising II-38
AdChina Enters Into Partnership with CNTV II-38
VideoEgg enters Into an Alliance with comScore II-39
OpenX Partners with Microsoft for Online Promotion Deal II-39
Dot VN and Vietbridge Team Up for Online Promotions II-40
Time Warner Inc Spins Off Subsidiary Company, AOL II-40

6. STRATEGIC CORPORATE DEVELOPMENTS - A HISTORIC PERSPECTIVE BUILDER II-41
Dragon Media Online Acquires Don't Blink Media II-41
Time Warner Takes Over buy.at II-41
Leading Newspaper Groups of the US Sets up quadrantONE II-41
Yahoo! to Acquire Tensa Kft. II-41
AOL Takes Over Goowy Media II-41
Hearst-Argyle Television Associates with Google II-42
ATandT to Take Over Ingenio II-42
AOL Acquires Quigo II-42
Sina’s Division to Collaborate with Northgate Technologies II-42
Yahoo! to Acquire Blue Lithium II-43
Lagardere Active Takes Over ID Regie II-43
Yahoo! Acquires Share of Tyroo II-43
TradeDoubler Takes Over Interactive Marketing Works II-43
Disaboom Signs Agreement with Bioness II-43
Yahoo! Acquires Stake in Right Media II-43
Media Initiatives Group Acquires Dedicated Marketing Solutions II-44
Intelective Communications Takes Over 82 Media II-44
PagesJaunes Groupe Acquires Stake in Horyzon Companies II-44
EyeWonder Acquires Vendi Interactive II-44
Idearc Takes Over Switchboard II-44
Datran Media Acquires Chintano II-44
Apollo Group Takes Over Aptimus II-45
MediaWhiz Holdings Acquires Auction Ads II-45
West Point Capital Acquires Intelective Communications II-45
Microsoft Acquires aQuantive II-45
Great Hill Partners Acquires Share of Gorilla Nation Media II-45
Intela Acquires CrispAds II-45
Yahoo! Japan Takes Over Overture KK II-45
Click Holding Acquires Tangozebra II-46
Ybrant Technologies Acquires Pennyweb II-46
Vertrue Acquires Neverblue Media II-46
China Media Group Acquires Stake in Guangzhou Waho Culture and
Media II-46
Mamma.com Changes Name to Copernic II-46
Washingtonpost.Newsweek Interactive Extends Association with
Google II-46
WebMD Seals Pact with Yahoo! II-47
Comcast Associates with Yahoo! II-47
Platform-A Sets Up Marketing Solutions Unit II-47
Microsoft Buys aQuantive II-47
Google Acquires DoubleClick II-48
WPP Acquires 24/7 Real Media II-48
Yahoo! Gets Hold of Right Media II-48
Focus Media Acquires Allyes II-48
eBay Acquires StubHub II-48
Advertising.com to Render Services for News Corporation and
NBC Universal’s Alliance II-48
AOL Forms Strategic Alliance with PointRoll II-49
Mamma.com Joins Hands with Entrieva II-49
Mamma.com Inks an Agreement with Thomson Local II-49
Internap Acquires VitalStream II-49
Meredith Buys New Media and Genex II-49
Local.com Buys soUno Directional Media Solutions II-50
Vertrue Acquires Neverblue Media II-50
PRIMEDIA Acquires RentalHouses.com II-50
Eastpoint AB Acquires Affiliator AB II-50
iCrossing Acquires Spannerworks II-50
Google Forays into In-game Advertising Market II-50
Media Corp Acquires Credit Card Portal II-51
YBrant acquires AdDynamix II-51
DoubleClick Takes Over Tangozebra II-51
Viewpoint to Purchase MAKOS Advertising L.P. II-51
Website Pros to Buy Submitawebsite.com II-51
AOL Withdraws offer to Acquire TradeDoubler II-51
Foresight Invests in UK-based Utarget II-52
Gesca Digital Forms Alliance with Olive Canada Network II-52
Pixelpark Acquires Majority Stake in E7 II-52
Business.com Teams Up with Wall Street Journal II-52
New York Times Collaborates with Monster Worldwide II-52
SPIR Communications and Schibsted Merge Operations II-53
Fox Interactive Media Buys Strategic Data Corporation II-53
Cyrte Invests in Spotzer Media II-53
Friendster Inc. Joins Google II-53
Active Athlete Media Extends Agreement with A.S.O II-53

7. FOCUS ON SELECT GLOBAL PLAYERS II-54
24/7 Real Media, Inc. (USA) II-54
AOL, Inc (USA) II-54
Baidu.com, Inc. (China) II-54
Copernic, Inc. (Canada) II-54
DoubleClick, Inc. (USA) II-55
Eniro AB (Sweden) II-55
Google, Inc. (USA) II-55
IAC/InterActiveCorp. (USA) II-55
IAC Search and Media (USA) II-56
InfoSpace, Inc. (USA) II-56
MSN (USA) II-56
Sina Corporation (China) II-56
Sohu.com, Inc. (China) II-57
Tencent, Inc. (China) II-57
Tom Online, Inc. (China) II-57
TradeDoubler AB (Sweden) II-57
ValueClick, Inc. (USA) II-58
Yahoo!, Inc. (USA) II-58

8. GLOBAL MARKET PERSPECTIVE II-59
Table 10: World Recent Past, Current and Future Analysis for
Online Advertising by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and Rest
of World Markets Independently Analyzed with Annual Revenues
in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) II-59

Table 11: World Historic Review for Online Advertising by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World Markets
Independently Analyzed with Annual Revenues in US$ Million for
Years 2003 through 2008 (includes corresponding Graph/Chart) II-60

Table 12: World 15-Year Perspective for Online Advertising by
Geographic Region - Percentage Breakdown of Revenues for US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Rest of World Markets for Years 2003, 2011 and 2017
(includes corresponding Graph/Chart) II-61

Table 13: World Recent Past, Current and Future Analysis for
Online Advertising (Search) by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Latin America
and Rest of World Markets Independently Analyzed with Annual
Revenues in US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) II-62

Table 14: World Historic Review for Online Advertising
(Search) by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Markets Independently Analyzed with Annual Revenues in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) II-63

Table 15: World 15-Year Perspective for Online Advertising
(Search) by Geographic Region - Percentage Breakdown of
Revenues for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World Markets for
Years 2003, 2011 and 2017 (includes corresponding Graph/Chart) II-64

Table 16: World Recent Past, Current and Future Analysis for
Online Advertising (Display) by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Rest of World Markets Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) II-65

Table 17: World Historic Review for Online Advertising
(Display) by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Markets Independently Analyzed with Annual Revenues in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) II-66

Table 18: World 15-Year Perspective for Online Advertising
(Display) by Geographic Region - Percentage Breakdown of
Revenues for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World Markets for
Years 2003, 2011 and 2017 (includes corresponding Graph/Chart) II-67

Table 19: World Recent Past, Current and Future Analysis for
Other Online Advertising Modes/Formats by Geographic Region -
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America and Rest of World Markets Independently Analyzed
with Annual Revenues in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) II-68

Table 20: World Historic Review of Other Online Advertising
Modes/ Formats by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and Rest
of World Markets Independently Analyzed with Annual Revenues
in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) II-69

Table 21: World 15-Year Perspective for Other Online
Advertising Modes/Formats by Geographic Region - Percentage
Breakdown of Revenues for US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Markets for Years 2003, 2011 and 2017 (includes
corresponding Graph/Chart) II-70


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Market Scenario III-1
US Online Advertising - Taking a Breather from Economic
Downturn III-1
Online Advertisement Spend Records a Positive Jump in 2010 III-2
Table 22: Quarterly Growth Pattern for Global Online Ad
Spending (2009 and IQ 2010) (includes corresponding
Graph/Chart) III-2

Table 23: Global Penetration of Online Buyers (2010):
Breakdown by Leading Regions (includes corresponding
Graph/Chart) III-2
Increase in MandA Activity in the Mobile Advertising Sector -
Another Sign of Recovery III-3
Table 24: US Market for Mobile Ads (2010): Percentage
Breakdown of Market Share by Players - Apple, Google,
Jumptap, Millenial Media, Yahoo, Microsoft, Nokia and
Others (includes corresponding Graph/Chart) III-3
Facebook Lands Half of US Social Networking Ad Spends in 2010 III-3
Table 25: US Online Social Network Ad Spending (2009 and
2010): Percentage Breakdown of Ad Spends in Network Venues -
Facebook, MySpace, Social Games and Applications and
Other Social Networks (includes corresponding Graph/Chart) III-4
Targeted Online Advertising: The New Mantra for Growth III-4
Table 26: US Market for Behavioral Targeted Online
Advertising (2006-2009): Annual Breakdown by Ad Spending
(In US$ Million) (includes corresponding Graph/Chart) III-4
Cost Per Revenue - A New Metric in Digital Marketing III-5
Table 27: US Online Ad Revenues (2007-2009): Percentage
Breakdown of Revenues by Pricing Models - Performance
Pricing Model, CPM Pricing Model and Hybrid Pricing Model
(includes corresponding Graph/Chart) III-5
Security Risks on the Rise III-5
Recession Helps in Generating Interest for New Areas of
Online Advertisements III-6
Table 28: Advertising Industry in the US (2006-2013):
Breakdown of US Online Advertising Spending as a Percentage
of Total Media Advertising Spending (includes corresponding
Graph/Chart) III-7

Table 29: Top Five Ad Markets in the US (2008): Markets
Ranked by Online Advertisement Spends (In US$ Million)
(includes corresponding Graph/Chart) III-7

Table 30: US Market for Online Advertising (2009):
Percentage Breakdown of Share by Categories - Pure Play,
Newspapers, Directories, Broadcast TV, Radio, Magazines and
Others (includes corresponding Graph/Chart) III-8
US Market for Advertising (2009): Media Ranked in Terms of
Significance on a Scale of 1 to 10 (1 for High
Significance and 10 for Low Significance) III-8
Political Campaigning through Social Networking Sites
Gaining Preference over Online Advertising III-8
Facebook, the Top Display Ad Publisher in 2010 III-9
Table 31: US Market for Online Display Ads (Q1 2010):
Percentage Breakdown by Service Providers - Facebook.com,
Yahoo! Sites, Microsoft Sites, Fox Interactive Media, AOL
LLC, Google Sites, Turner Network, Glam Media, eBay,
Tagged.com and Others (includes corresponding Graph/Chart) III-9

Table 32: US Market for Online Display Ads (Q1 2010):
Percentage Breakdown of Market Share by Advertisers - ATandT
Inc, Verizon Communications Inc, Scottrade Inc, Experian
Interactive, Sprint Nextel Corporation, Netflix Inc, eBay
Inc, Intuit Inc, Privacy Matters 1-2-3, IAC- Interactive
Corp and Others (includes corresponding Graph/Chart) III-10
Online Videos Still Lag Behind Television Due to Dearth of
Commercial Breaks III-10
Competitive Landscape III-10
Table 33: US Internet Market (2009 and 2010): Percentage
Breakdown of Leading Search Engines - Google, Yahoo!,
Bing/Microsoft, Ask,Com, AOL/Time Warner and Others
(includes corresponding Graph/Chart) III-11

Table 34: US Advertising Market (2009 and 2010): Percentage
Breakdown of Advertising Spending in Various Media -
Newspapers (local), Network Television, Consumer
Magazines, Spot Television, Cable Television, Internet,
Local Radio, and Others (includes corresponding
Graph/Chart) III-12
Internet Advertising Witnesses Higher Growth Due to its
Easy Accessibility III-12
Online Advertising Forms an Effective Marketing Tool for
Financial Service Providers III-13
Healthcare Institutions are No Exception III-13
Table 35: US Online Advertising Market (2010-2015):
Breakdown of Online Ad Spends by Pharma and Health Care
Industry (In US$ Billion) (includes corresponding
Graph/Chart) III-13

Table 36: US Online Advertising Industry (2008 and 2009):
Percentage Breakdown of Online Ad Revenues by Leading
Industries - Retail, Telecom, Financial Services,
Automotive, Computing, Consumer Packaged Goods, Leisure
Travel, Entertainment, Pharma and Healthcare, Media and
Others (includes corresponding Graph/Chart) III-14
Surge in Online Dating Services III-15
Automotive Advertising Chasing the Trend III-15
Key Players III-15
B.Market Analytics III-16
Table 37: US Recent Past, Current and Future Analysis for
Online Advertising by Mode/Format - Search, Display Ads,
Classifieds, Rich Media, Sponsorship, Referrals, Slotting
Fees and E-Mail Markets Independently Analyzed with Annual
Revenues in US$ Million for the Years 2009 through 2017
(includes corresponding Graph/Chart) III-16

Table 38: US Historic Review for Online Advertising by
Mode/Format - Search, Display Ads, Classifieds, Rich Media,
Sponsorship, Referrals, Slotting Fees and E-Mail Markets
Independently Analyzed with Annual Revenues in US$ Million
for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-17

Table 39: US 15-Year Perspective for Online Advertising by
Mode/Format - Percentage Breakdown of Revenues for Search,
Display Ads, Classifieds, Rich Media, Sponsorship,
Referrals, Slotting Fees and E-Mail Markets for Years 2003,
2011 and 2017 (includes corresponding Graph/Chart) III-18

2. CANADA III-19
A.Market Analysis III-19
Key Player III-19
B.Market Analytics III-19
Table 40: Canadian Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for the Years 2009 through
2017 (includes corresponding Graph/Chart) III-19

Table 41: Canadian Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-20

Table 42: Canadian 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/ Formats
Markets for Years 2003, 2011 and 2017 (includes corresponding
Graph/Chart) III-21

3. JAPAN III-22
Market Analytics III-22
Table 43: Japanese Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) III-22

Table 44: Japanese Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-23

Table 45: Japanese 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/ Formats
Markets for Years 2003, 2011 and 2017 (includes corresponding
Graph/Chart) III-24

4. EUROPE III-25
A.Market Analysis III-25
Market Overview III-25
European Online Market Skyrockets III-25
Table 46: Internet Penetration in Western Europe (2010):
Percentage Breakdown of Usage by Age Groups - 18-24 and
25-34 during Time of week - Weekdays and Weekends (includes
corresponding Graph/Chart) III-26
Internet Penetration in Western Europe (2010): Ranking of
Popular Online Activities III-26
How Do Marketers Benefit from Online Advertising? III-26
Paid Search to Lead Online Ad Growth III-27
Market Accelerators III-27
European Youngsters Have a Penchant for Online Advertising III-27
Online Ad Spend Across Europe III-27
Table 47: European Social Networking (2010): Percentage of
Social Networking Site Users by Leading Countries -UK,
Spain, Portugal, Denmark, Italy, Belgium, Germany,
Ireland, Finland, Sweden, Switzerland, France, Russia,
Netherlands, Norway and Austria (includes corresponding
Graph/Chart) III-28
European Associations III-28
European Interactive Advertising Association III-28
Interactive Advertising Bureau III-28
Vital Historic Statistics III-29
Table 48: A Snapshot of Leading Advertisers in European
Online Advertising Market - Ranked by Number of Campaigns
(includes corresponding Graph/Chart) III-29

Table 49: European Online Advertising Market (2004):
Leading Online Ad Publishers - Meine Stadt, Yell.com,
Fuorissimo, Italia DVD, MSN United Kingdom, T-Online
Germany, Virgilio, Find.co.uk, Tiscali United Kingdom,
Free Online, Alt om København, Portail Express, UK
Shopping city, MSN Germany and Aftonbladet Ranked by
Number of Campaigns Undertaken (includes corresponding
Graph/Chart) III-30
B.Market Analytics III-31
Table 50: European Recent Past, Current and Future Analysis
for Online Advertising by Geographic Region - France,
Germany, UK, Italy, Spain, Sweden and Rest of Europe Markets
Independently Analyzed with Annual Revenues in US$ Million
for Years 2009 through 2017 (includes corresponding
Graph/Chart) III-31

Table 51: European Historic Review for Online Advertising by
Geographic Region - France, Germany, UK, Italy, Spain,
Sweden and Rest of Europe Markets Independently Analyzed
with Annual Revenues in US$ Million for Years 2003 through
2008 (includes corresponding Graph/Chart) III-32

Table 52: European 15-Year Perspective for Online
Advertising by Geographic Region - Percentage Breakdown of
Revenues for France, Germany, UK, Italy, Spain, Sweden and
Rest of Europe Markets for the Years 2003, 2011 and 2017
(includes corresponding Graph/Chart) III-33

Table 53: European Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) III-34

Table 54: European Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-35

Table 55: European 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/ Formats
Markets for Years 2003, 2011 and 2017 (includes corresponding
Graph/Chart) III-36

4a. FRANCE III-37
Market Analytics III-37
Table 56: French Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for the Years 2009 through
2017 (includes corresponding Graph/Chart) III-37

Table 57: French Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/ Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-38

Table 58: French 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats Markets for Years
2003, 2011 and 2017 (includes corresponding Graph/Chart) III-39

4b. GERMANY III-40
Market Analytics III-40
Table 59: German Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for the Years 2009 through
2017 (includes corresponding Graph/Chart) III-40

Table 60: German Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/ Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-41

Table 61: German 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats Markets for Years
2003, 2011 and 2017 (includes corresponding Graph/Chart) III-42

4c. ITALY III-43
Market Analytics III-43
Table 62: Italian Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) III-43

Table 63: Italian Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-44

Table 64: Italian 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats Markets for Years
2003, 2011 and 2017 (includes corresponding Graph/Chart) III-45

4d. THE UNITED KINGDOM III-46
A.Market Analysis III-46
Online Advertising - An Overview III-46
Table 65: UK Online Advertising Industry (2008): Percentage
Breakdown of Online Advertising Spends by Industries -
Recruitment, Automotive, Property, Technology, Finance,
Entertainment, Telecom, Travel and Transport, Consumer Goods,
Retail and Others (includes corresponding Graph/Chart) III-46
Recession and the Market for Online Advertising in the UK III-46
Recession Effects Advertising Budgets of Companies III-47
Table 66: Top 20 Online Advertisers in the UK (2008):
Breakdown of Internet Expenditure by Advertisers - O2 UK,
BT, COI, British Sky Broadcasting, T-Mobile Network,
Orange, Microsoft, William Hill Bookmakers, Gamesys, Dell
Computer Corporation, Thomson Tour Operators, ING Direct,
PC World, Virgin Media, Vodafone, Norwich Union Direct,
Hutchison 3G UK, Tesco, Ford Motor Company and Halifax (In
Million £) (includes corresponding Graph/Chart) III-48
Rising Online Shopping Spreads the Enticing Net III-49
Creative Freedom III-49
Internet Has More to Offer III-49
Table 67: UK Internet Penetration (2008-2015) - Number of
Internet Users (In Million) (includes corresponding
Graph/Chart) III-50
UK Internet Penetration (2010): Ranked by Popular Online
Activitie III-50
Advertising in Social Networking Sites Holds Promise III-50
Table 68: Advertising Industry in the UK (2009-2012):
Breakdown of UK Social Network Ad Spending as a Percentage
of Total Online Advertising Spending (includes
corresponding Graph/Chart) III-51

Table 69: UK Social Network Penetration (2009-2015):
Breakdown by Number of Social Network Users in Million
(includes corresponding Graph/Chart) III-51
Internet Advertising - Constraints III-51
Podcasting Offers Bright Prospects III-52
B.Market Analytics III-52
Table 70: UK Recent Past, Current and Future Analysis for
Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) III-52

Table 71: UK Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-53

Table 72: UK 15-Year Perspective for Online Advertising by
Mode/Format - Percentage Breakdown of Revenues for Search,
Display and Other Modes/ Formats Markets for the Years 2003,
2011 and 2017 (includes corresponding Graph/Chart) III-54

4e. SPAIN III-55
Market Analytics III-55
Table 73: Spanish Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for the Years 2009 through
2017 (includes corresponding Graph/Chart) III-55

Table 74: Spanish Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/ Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-56

Table 75: Spanish 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats Markets for Years
2003, 2011 and 2017 (includes corresponding Graph/Chart) III-57

4f. SWEDEN III-58
A.Market Analysis III-58
Key Players III-58
B.Market Analytics III-58
Table 76: Swedish Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for the Years 2009 through
2017 (includes corresponding Graph/Chart) III-58

Table 77: Swedish Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/ Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 through 2008 (includes corresponding
Graph/Chart) III-59

Table 78: Swedish 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats Markets for Years
2003, 2011 and 2017 (includes corresponding Graph/Chart) III-60

4g. REST OF EUROPE III-61
A.Market Analysis III-61
Russia III-61
Online Advertising Continues to Lead III-61
Table 79: Russian Market for Online Advertising (2008):
Percentage Breakdown of Market Share by Players - Yandex,
Google, Rambler, Search Mail.ru, Google Image, MSN, Aport,
Yahoo, Nigma, WebAlta and Others (includes corresponding
Graph/Chart) III-61
B.Market Analytics III-62
Table 80: Rest of Europe Recent Past, Current and Future
Analysis for Online Advertising by Mode/ Format - Search,
Display and Other Modes/Formats Markets Independently
Analyzed with Annual Revenues in US$ Million for Years 2009
through 2017 (includes corresponding Graph/Chart) III-62

Table 81: Rest of Europe Historic Review for Online
Advertising by Mode/Format - Search, Display and Other
Modes/Formats Markets Independently Analyzed with Annual
Revenues in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) III-63

Table 82: Rest of Europe 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/ Formats
Markets for Years 2003, 2011 and 2017 (includes corresponding
Graph/Chart) III-64

5. ASIA-PACIFIC III-65
A.Market Analysis III-65
Asia-Pacific Online Advertising - Present Scenario III-65
Online Advertising in Asia-Pacific Mostly Resilient to
Recent Recession III-65
India III-65
Online Advertising in India Steers through Recession III-65
Market Scenario III-66
Growth Inhibitors III-66
An Insight into the Application Areas of Internet and
Percentage Breakdown of Leading Websites Used by the
Indians in Relevant Application III-67
Indonesia III-67
Online Advertising, a Best Bet for Product Promotions
During Recession III-67
Singapore III-67
Online Advertising in Singapore (2007) III-67
Taiwan III-68
Key Word and Banner Ads Lead from the Front III-68
Thailand III-68
Online Advertising Industry in Taiwan - Present State III-68
Vietnam III-68
Online Advertising Yet to Penetrate in Vietnam III-68
B.Market Analytics III-69
Table 83: Asia-Pacific Recent Past, Current and Future
Analysis for Online Advertising by Geographic Region - South
Korea, China, Australia and Rest of Asia-Pacific
Independently Markets Analyzed with Annual Revenues in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) III-69

Table 84: Asia-Pacific Historic Review for Online
Advertising by Geographic Region - South Korea, China,
Australia and Rest of Asia-Pacific Markets Independently
Analyzed with Annual Revenues in US$ Million for Years 2003
through 2008 (includes corresponding Graph/Chart) III-70

Table 85: Asia-Pacific 15-Year Perspective for Online
Advertising by Geographic Region - Percentage Breakdown of
Revenues for South Korea, China, Australia and Rest of
Asia-Pacific for Years 2003, 2011 and 2017 (includes
corresponding Graph/Chart) III-71

Table 86: Asia-Pacific Recent Past, Current and Future
Analysis for Online Advertising by Mode/Format - Search,
Display and Other Modes/Formats Markets Independently
Analyzed with Annual Revenues in US$ Million for the Years
2009 through 2017 (includes corresponding Graph/Chart) III-72

Table 87: Asia-Pacific Historic Review for Online
Advertising by Mode/Format - Search, Display and Other
Modes/Formats Markets Independently Analyzed with Annual
Revenues in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) III-73

Table 88: Asia-Pacific 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2003, 2011 and 2017 (includes corresponding
Graph/Chart) III-74

5a. SOUTH KOREA III-75
A.Market Analysis III-75
Contextual Advertising - The Next Advertising Mantra III-75
B.Market Analytics III-75
Table 89: South Korean Recent Past, Current and Future
Analysis for Online Advertising by Mode/ Format - Search,
Display and Other Modes/Formats Markets Independently
Analyzed with Annual Revenues in US$ Million for the Years
2009 through 2017 (includes corresponding Graph/Chart) III-75

Table 90: South Korean Historic Review for Online
Advertising by Mode/Format - Search, Display and Other
Modes/Formats Markets Independently Analyzed with Annual
Revenues in US$ Million for Years 2003 through 2008
(includes corresponding Graph/Chart) III-76

Table 91: South Korean 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/ Formats
Markets for Years 2003, 2011 and 2017 (includes corresponding
Graph/Chart) III-77

5b. CHINA III-78
A.Market Analysis III-78
Present State of the Market in China III-78
Table 92: Top 10 Online Advertising Industries in China (Q1
2010): Percentage Breakdown of Market Share by Industries -
Fashion, Automotive, Retail, Computers/Electrical, FMCG,
Finance, Entertainment, Real Estate, Employment and Media
(includes corresponding Graph/Chart) III-79
China- Home to One of the World’s Largest Internet User
Population III-79
Table 93: Internet Usage in China (2005-2010): Breakdown by
Number of Internet Users, Population and Percentage
Penetration of Users (includes corresponding Graph/Chart) III-80

Table 94: A Glimpse of Demographic Proclivity towards
Internet (includes corresponding Graph/Chart) III-80
Search Engines Hold Tremendous Potential III-81
Table 95: Chinese Online Advertising Market (2009):
Percentage Breakdown of Revenues by Players - Baidu,
Google, Sogou.com, Soso.com, Youdao.com of NetEase and
Others (includes corresponding Graph/Chart) III-81
China Relaxes 10-month Long Ban on Internet III-82
Competitive Scenario III-82
Table 96: Chinese Online Advertising Market (2008):
Percentage Market Share Breakdown for Non-Search
Advertising by Players - Sina, NetEase, SOHU Property, QQ,
Baidu Property, Yahoo China, Tudou.com, Taobao and Others
(includes corresponding Graph/Chart) III-82

Table 97: Top 10 Social Networking Sites in China (2009):
Ranked by Popularity and Number of Users III-83
Why is Online Advertising More Attractive than Conventional
Medium? III-83
When is Online Advertising at its Peak? III-84
Table 98: Online Advertising in China: Breakdown of Online
Ad Spends As a Percentage of Total Ad Spends for Years 2006
through 2010 (includes corresponding Graph/Chart) III-84
Key Players III-84
B.Market Analytics III-85
Table 99: Chinese Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenues in US$ Million for Years 2009 through 2017
(includes corresponding Graph/Chart) III-85

Table 100: Chinese Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Markets Analyzed with Annual Revenues
in US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) III-86

Table 101: Chinese 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2003, 2011 and 2017 (includes corresponding
Graph/Chart) III-87

5c. AUSTRALIA III-88
A.Market Analysis III-88
Impact of Recession on the Australian Online Advertising
Industry III-88
B.Market Analytics III-88
Table 102: Australian Recent Past, Current and Future
Analysis for Online Advertising by Mode/Format - Search,
Display and Other Modes/Formats Markets Independently
Analyzed with Annual Revenues in US$ Million for Years 2009
through 2017 (includes corresponding Graph/Chart) III-88

Table 103: Australian Historic Review for Online Advertising
by Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenues in US$
Million for Years 2003 t

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