Global Online Advertising Market

  • September 2014
  • -
  • Global Industry Analysts
  • -
  • 433 pages

This report analyzes the worldwide markets for Online Advertising in US$ Million by the following Formats: Search, Display, and Other Modes/Formats. 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 2013 through 2020. Also, a seven-year historic analysis is provided for these markets. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs. The report profiles 166 companies including many key and niche players such as -

Amazon.com, Inc.
AOL, Inc.
Baidu, Inc.
Conversant, Inc.
Eniro AB

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-2
Quantitative Techniques and Analytics I-2
Product Definitions and Scope of Study I-3
Online Advertising I-3
Search Format I-3
Display Advertising I-3
Others Modes/Formats I-4
Classifieds and Auctions I-4
Rich Media I-4
Sponsorship I-4
Referrals I-4
Slotting Fees I-4
E-mail I-4


II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
Internet: A Favored Destination for Marketers II-1
Online Advertising Well Poised to Replace Conventional
Advertising Mediums II-2
Table 1: Global Advertising Market (2013): Percentage Share
Breakdown of Ad Spending by Medium - Cinema, Desktop
Internet, Magazines, Mobile Internet, Newspapers, Outdoor,
Radio, and Television (includes corresponding Graph/Chart) II-3

Table 2: Leading Advertising Countries Worldwide (2013):
Percentage Share Breakdown of Advertising Spend by Country -
Australia, Brazil, Canada, China, France, Germany, Japan,
South Korea, UK, US, and Others (includes corresponding
Graph/Chart) II-3
Online Advertising Vs Other Ad Media II-4
Benefits of Various Advertising Media II-4
Comparison of Different Advertising Media Based on Varied
Parameters II-5
Implications of Economic Uncertainty for the Advertising
Market: A Review II-5
Table 3: Comparative Review of Advertising and GDP Growth
Rates (2008-2013) (includes corresponding Graph/Chart) II-6
Search: The Prominent Online Advertising Format II-7
Table 4: Global Search Engine Market (As of July 2014):
Percentage Breakdown of Internet Users for Baidu, Bing,
Google, Yahoo!, and Others (includes corresponding
Graph/Chart) II-7
Online Display Advertising Market: Opportunity to Develop
Branding II-8
Emerging Markets to Turbocharge Growth II-9
Competition: Google Dominates Global Online Advertising Market II-9
Table 5: Leading Players in the Global Online Advertising
Market (2013): Percentage Share Breakdown of Advertising
Spend by Company - Amazon, AOL, Facebook, Google, IAC,
LinkedIn, Microsoft, Pandora, Twitter, Yahoo!, and Others
(includes corresponding Graph/Chart) II-10
Google Leads Mobile Advertising Space Too II-10
Table 6: Leading Players in the Global Mobile Internet Ad
Market (2013): Percentage Share Breakdown of Revenues by
Company (includes corresponding Graph/Chart) II-11
Increased Competition Pushing Google to Devise New Options
and Incentives for Advertisers II-11

2. MARKET DYNAMICS II-12
Rapidly Expanding Internet User Base: Opportunity for Advertisers II-12
Table 7: Global Internet Users by Geographic Region (2013):
Percentage Share Breakdown of Number of Internet Users for
Asia-Pacific, Europe, North America, Latin America, Africa,
and Middle East (includes corresponding Graph/Chart) II-12

Table 8: Worldwide Internet Penetration Rates (%) by Region:
January 2014 (includes corresponding Graph/Chart) II-13

Table 9: Top Ten Internet Countries: Ranked by Number of
Internet Users (in Millions): January 2014 (includes
corresponding Graph/Chart) II-13

Table 10: World Internet Users (2013): Percentage (%) of
Households with Internet Access by Region (includes
corresponding Graph/Chart) II-14
Rapid Penetration of Smartphones: A Strong Growth Driver II-14
Table 11: Global Market for Smartphones: Volume Sales in
Million Units for 2011, 2013, 2015 and 2018 (includes
corresponding Graph/Chart) II-15

Table 12: World Smartphone Penetration for Select Countries
(as a Percentage of Mobile Phone Users): 2013 (includes
corresponding Graph/Chart) II-16

Table 13: Worldwide Smartphone Penetration (as a Percentage
of Total Population) for Select Countries: January 2014
(includes corresponding Graph/Chart) II-17
Growing Popularity of Tablet Phones Benefits the Market II-17
Mobile Advertising: Strong Growth Potential II-18
Table 14: Global Mobile Advertising Market by Format (2013):
Percentage Share Breakdown of Spending for Search
Advertising, Display Advertising, and Messaging (includes
corresponding Graph/Chart) II-19

Table 15: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Spending by Segment (includes corresponding
Graph/Chart) II-20

Table 16: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Target Audience by Age Group (includes
corresponding Graph/Chart) II-20

Table 17: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Target Audience by Gender (includes
corresponding Graph/Chart) II-21

Table 18: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Mobile Ad Spending by Platform (includes
corresponding Graph/Chart) II-21
Asia-Pacific Steers the Momentum II-21
Table 19: Global Mobile Advertising Market by Region (2013):
Percentage Share Breakdown of Spending for Asia-Pacific,
Europe, Latin America, Middle East and Africa, and North
America (includes corresponding Graph/Chart) II-22
Rising Penetration of Smartphones Aids Growth of Mobile
Advertising Market II-22
Table 20: Global Market for Smartphones (2013 and 2018):
Breakdown of Sales in Million Units by Geographic
Region/Country (includes corresponding Graph/Chart) II-23
Expanding Mobile Internet and 3G/4G Technologies II-23
Table 21: Worldwide Mobile Data Traffic by Device Type
(2013, 2015 and 2018) - Percentage Share Breakdown of Monthly
Data Traffic Volume for Laptops, Non-Smartphones,
Smartphones, Tablets, and Others (includes corresponding
Graph/Chart) II-24

Table 22: Worldwide Mobile Data Traffic by Application
(2013, 2015 and 2018) - Percentage Share Breakdown of Monthly
Data Traffic Volume for Data, File Sharing , M2M, and Video
(includes corresponding Graph/Chart) II-24

Table 23: Worldwide Mobile Networks (2013 and 2018):
Percentage Share Breakdown of Number of Connections by Type
of Network Technology (includes corresponding Graph/Chart) II-25
Infiltration of Social Networks II-25
Mobile and Social Media to Attract Larger Share of Online
Advertising Budgets in Future II-25
Rising Significance of Social Media Networks for Internet
Advertising II-26
Table 24: Leading Social Networking Sites Worldwide (2014) -
Ranked by Number of Active Users (In Millions) (includes
corresponding Graph/Chart) II-26
Rich Media - A Promising Future II-27
Interactive Rich Media Advertising Improves Consumer
Engagement Levels II-28
Real-Time Bidding (RTB) in Online Advertising Gains Momentum II-28
What is RTB? II-29
Future Outlook for RTB Market II-29
Online Video Advertising Attracting Greater Attention of
Publishers and Advertisers II-30
Increasing Adoption of Deal IDs over Insertion Orders in
Online Advertising II-30
Programmatic Buying and Selling - The New Growth Area II-31
Mobile Video Ads Surpass Online Video Ads II-31
The Future Belongs to Free Online Classified Ads II-33
Rise in Local Online Advertising Market II-33
Table 25: Global Local Search Market (2011-2014): Percentage
Breakdown of Search Volume by Mobile and Desktop Segments
(includes corresponding Graph/Chart) II-34
Behavioral Targeting: An Out-of-Box Service II-34
Brand Advertisers: Taking Online Advertising Seriously in
Marketing Strategies II-34
Price Negotiations: Common in Online Advertising Market II-34
Click-through-Rate Continues to Rise in Paid Search Advertising II-35
Growing Prominence of Emerging Nations in Online Ad Content
Creation Space II-35
Table 26: Worldwide Impressions on AdSense and Ad Exchange
(2013): Percentage Share Breakdown of Impressions by Leading
Countries (includes corresponding Graph/Chart) II-35
Online Industry Welcomes Open Source Solutions II-36
Growing Adoption among SMEs and E-Com Companies Augurs Well
for the Market II-36
Software Technology Improvements Facilitate Online Ads II-36
Challenges Facing Online Advertising Market II-36
Online Advertising Frauds Cost Online Companies II-36
Major Bottlenecks in Online Advertising II-37
Problems Faced by Service Providers in Monetizing Media Campaigns II-37

3. ONLINE ADVERTISING - OVERVIEW II-38
Introduction II-38
Online Advertisement Formats II-38
Search II-39
Display Advertising II-39
Classifieds and Auctions II-39
Rich Media II-39
Sponsorship II-39
Referrals II-40
Slotting Fees II-40
e-mail II-40
Advertising Network Model II-40

4. PRODUCT INTRODUCTIONS/INNOVATIONS II-41
Adsfactor Unveils New Online Video Ad Network in Hong Kong II-41
Yahoo Launches Rich-Media Ad Unit II-41
EQ Works Launches Herculesâ„¢ Brand Safety Innovation for Video
and Mobile Advertising II-41
Alliant Introduces Alliant Online Audiencesâ„¢ Segment for Auto
Marketers II-41
Gourmet Ads Adds Viewability Tracking II-41
Classca.com Unveils New Free Classifieds Service in Canada II-41
Prospect Genius Adds PPC Advertising to Marketing Services
Portfolio II-42
BannerPlay Introduces Advertising Ad-Apps II-42
Stipple Introduces Stipple Search and Stipple Mobile II-42
AMH Introduces Online Classifieds Portal II-42
LifeStreet Media Unveils RevJetMobile RTB Platform II-42
F# Brings Music to Online Advertising II-42
Specific Media Introduces Retail Connect II-42
Digital Advertising Alliance of Canada Unveils Self-
Regulation Program for OBA II-43
Autoshop Solutions Introduces Autoshop Mail for Auto Industry II-43
YaSabe Unveils Automotive Classifieds Advertising Service II-43
GoldSpot Media Launches Multi-Screen Ad Server II-43
OLX India Introduces Interest-based YouTube Campaign II-43
GoldSpot Media Introduces Digital One-Voice Rich Media Solution II-43
MapleMe.com Offers Free Online Classifieds II-43
NovaAds Launches Novanet Targeted Online Advertising in Vietnam II-44
SocialVibe Launches TrueTargetingâ„¢ Solution II-44
M-Tel Launches New Internet Advertising Service II-44

5. RECENT INDUSTRY ACTIVITY II-45
Yahoo! to Takeover Flurry II-45
AOL Takes Over Gravity II-45
Conversant Takes Over SET Media II-45
AOL Collaborates with Hale Global II-45
Yandex and Google Enter Advertising Partnership II-45
Google Reaches Anti-Trust Agreement with EC II-45
ValueClick Rebrands to Conversant II-45
Sociomantic Labs Launches Stockholm Operations II-46
Gannett Government Media and SargesList launch Military Times
Classifieds II-46
WPP to Merge Xaxis and 24/7 Media II-46
AOL to Take Over Adap.tv II-46
Baidu Takes Over PPS II-46
Schibsted and Telenor to Form JV with for Online Classified
Market II-46
SINA Announces Strategic Alliance with Alibaba II-46
Ascend Acquisition Merges with New York Publishing and Group
Kitara Media II-47
Netsonic Inks Deal with Publiespaña and Mediaset España
Television Group II-47
Eniro and Google Extend Agreement II-47
Eniro Takes Over Majority Stake in Bloggerfy II-47
Facebook and Google to Collaborate for Online Advertising
Partnership II-47
Addictive Mobility to Partner with Celtra II-47
Baidu Acquires iQiyi II-47
AVG Inks Internet Search and Advertising Services Agreement
with Google II-48
Yahoo! JAPAN Forms Online Advertising Strategic Partnership
with Criteo II-48
Microsoft, Yahoo and AOL’s online advertisement partnership
Begins Operations II-48

6. FOCUS ON SELECT PLAYERS II-49
Amazon.com, Inc. (USA) II-49
AOL, Inc. (USA) II-49
Baidu, Inc. (China) II-49
Conversant, Inc. (USA) II-50
Eniro AB (Sweden) II-50
Facebook, Inc. (USA) II-50
Google, Inc. (USA) II-51
DoubleClick, Inc. (USA) II-52
IAC/InterActiveCorp. (USA) II-52
InfoSpace, Inc. (USA) II-52
LinkedIn Corporation (USA) II-53
MSN (USA) II-53
Sina Corporation (China) II-53
Sohu.com, Inc. (China) II-54
Tencent, Inc. (China) II-54
TOM Group Limited (China) II-54
TradeDoubler AB (Sweden) II-55
Twitter, Inc. (USA) II-55
Yahoo!, Inc. (USA) II-56
Xaxis (USA) II-56

7. GLOBAL MARKET PERSPECTIVE II-58
Table 27: 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 Revenue
Figures in US$ Million for Years 2013 through 2020 (includes
corresponding Graph/Chart) II-58

Table 28: 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 Revenue Figures in US$
Million for Years 2006 through 2012 (includes corresponding
Graph/Chart) II-59

Table 29: 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 2006, 2014 and 2020
(includes corresponding Graph/Chart) II-60
Online Advertising Market by Mode/Format II-61
Table 30: 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
Revenue Figures in US$ Million for Years 2013 through 2020
(includes corresponding Graph/Chart) II-61

Table 31: 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 Revenue
Figures in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-62

Table 32: 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 2006, 2014 and 2020 (includes corresponding Graph/Chart) II-63

Table 33: 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 Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) II-64

Table 34: 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 Revenue
Figures in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-65

Table 35: 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 2006, 2014 and 2020 (includes corresponding Graph/Chart) II-66

Table 36: 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 Revenue Figures in US$ Million for Years 2013
through 2020 (includes corresponding Graph/Chart) II-67

Table 37: World Historic Review 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 Revenue
Figures in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-68

Table 38: 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 2006, 2014 and 2020 (includes
corresponding Graph/Chart) II-69


III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Market Overview III-1
Online Advertising Continues to Gain Share of Advertising
Market III-1
Table 39: US Advertising Market (2013): Percentage Share
Breakdown of Ad Revenues by Media (includes corresponding
Graph/Chart) III-2
Changing Media Consumption Trends Influence Market Growth III-2
Table 40: Online Ad Spend Per User in the US (2006-2012)
(In US$) (includes corresponding Graph/Chart) III-3

Table 41: Average Daily Time Spent by Consumers on Various
Types of Digital Media (2012) (In Minutes) (includes
corresponding Graph/Chart) III-3
Cost Per Revenue - A New Metric in Digital Marketing III-4
Table 42: Pricing Model of Online Advertising Market in
the US (2006-2014): Percentage Breakdown of Ad Revenues by
Pricing Model (includes corresponding Graph/Chart) III-4
Google Dominates Online Advertising Market III-4
Table 43: Leading Players in the US Digital Advertising
Market (2012): Percentage Share Breakdown of Ad Revenues
for Google, Facebook, Yahoo!, Microsoft, AOL, and Others
(includes corresponding Graph/Chart) III-5
Search Advertising: The Leading Category III-5
Table 44: Leading Players in the US Search Advertising
Market (2013): Percentage Share Breakdown of Ad Spending
for AOL, Google, Microsoft, Yahoo!, and Others (includes
corresponding Graph/Chart) III-5

Table 45: Leading Search Engines in the US (As of July
2014): Percentage Breakdown of Search Queries Handled by
Search Engine Providers (includes corresponding
Graph/Chart) III-6
Online Display Advertising Market: Interactivity Favors Growth III-6
Table 46: US Online Display Advertising Market (2013):
Percentage Breakdown of Ad Spend by End-Use Industry
(includes corresponding Graph/Chart) III-6

Table 47: Leading Players in the US Online Display
Advertising Market (2013): Percentage Breakdown of Ad
Revenues for AOL Inc., Facebook Inc., Google Inc.,
Microsoft Corporation, Yahoo Inc, and Others (includes
corresponding Graph/Chart) III-7
Mobile Advertising: Tiny Screen Huge Potential III-7
Table 48: US Mobile Advertising Market: Advertising
Revenues in US$ Million for the Years 2012 through 2020
(includes corresponding Graph/Chart) III-8

Table 49: US Mobile Ad Market (2013): Percentage Share
Breakdown of Number of Ads by Segment (includes
corresponding Graph/Chart) III-8
Advanced Mobile Devices Foster Growth in Mobile Advertising
Market III-9
Table 50: Leading Mobile Apps in the US Mobile Ad Market
(2013): Percentage Share Breakdown of Number of Ads
(includes corresponding Graph/Chart) III-9
Competitive Landscape III-10
Table 51: Leading Players in the US Mobile Advertising
Market (2013): Percentage Share Breakdown of Net Mobile Ad
Revenues for Apple (IAd), Facebook, Google, Millenial
Media, Pandora, Twitter, YP, and Others (includes
corresponding Graph/Chart) III-10

Table 52: Leading Players in the US Mobile Internet Search
Ad Market (2013): Percentage Share Breakdown of Revenues
by Company (includes corresponding Graph/Chart) III-10

Table 53: Leading Players in the US Mobile Internet
Display Ad Market (2013): Percentage Share Breakdown of
Revenues by Company (includes corresponding Graph/Chart) III-10
Online Video Emerging as Fastest Growing Advertising Medium III-11
Targeted Online Advertising: The New Mantra for Growth III-11
Security Risks on the Rise III-11
Online Advertising by End-Use Industry III-12
Recovery in US Housing Market Drives Online Ad Expenditures
in Real Estate Sector III-12
Online Advertising: An Effective Marketing Tool for
Financial Service Providers III-12
Healthcare Institutions are No Exception III-12
Automotive Advertising Chasing the Trend III-12
Product Introductions/Innovations III-13
Strategic Corporate Developments III-14
Key Players III-16
B.Market Analytics III-22
Table 54: US Recent Past, Current and Future Analysis for
Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-22

Table 55: US Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-23

Table 56: US 15-Year Perspective for Online Advertising by
Mode/Format - Percentage Breakdown of Revenues for Search,
Display and Other Modes/Formats Markets for Years 2006, 2014 and
2020 (includes corresponding Graph/Chart) III-24

Table 57: US Recent Past, Current and Future Analysis for
Online Advertising by End-Use Sector - Automotive,
Telecommunication, Retail, Financial Services, Entertainment and
Media, and Others Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-25

Table 58: US Historic Review for Online Advertising by
End-Use Sector - Automotive, Telecommunication, Retail,
Financial Services, Entertainment and Media, and Others
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-26

Table 59: US 15-Year Perspective for Online Advertising by
End-Use Sector - Percentage Breakdown of Revenues for
Automotive, Telecommunication, Retail, Financial Services,
Entertainment and Media, and Others Markets for Years 2006,
2014 and 2020 (includes corresponding Graph/Chart) III-27

2. CANADA III-28
A.Market Analysis III-28
Market Overview III-28
Table 60: Advertising Market in Canada (2013): Percentage
Share Breakdown of Ad Revenues by Media (includes
corresponding Graph/Chart) III-28

Table 61: Advertising Market in Canada (2013): Percentage
Share Breakdown of Ad Revenues by End-Use Industry
(includes corresponding Graph/Chart) III-29
Mobile Extends New Opportunity for Canadian Advertisers III-29
Table 62: Canadian Mobile Ad Market (2010-2014): Spending
as a Proportion of Total Digital Ad Spending (includes
corresponding Graph/Chart) III-29
Product Introductions/Innovations III-30
B.Market Analytics III-31
Table 63: Canadian Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-31

Table 64: Canadian Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-32

Table 65: Canadian 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-33

3. JAPAN III-34
A.Market Analysis III-34
Online Advertising Market: An Overview III-34
Table 66: Online Advertising Market in Japan (2012):
Percentage Breakdown of Ad Spend by Medium (includes
corresponding Graph/Chart) III-34

Table 67: Online Advertising as % of Total Advertising
Market in Japan (2006-2012) (includes corresponding
Graph/Chart) III-34
Mobile Advertising Market: An Overview III-35
Table 68: Japanese Mobile Ad Market (2010-2014): Spending
as a Proportion of Total Digital Ad Spending (includes
corresponding Graph/Chart) III-35
Strategic Corporate Development III-36
B.Market Analytics III-36
Table 69: Japanese Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-36

Table 70: Japanese Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-37

Table 71: Japanese 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-38

4. EUROPE III-39
A.Market Analysis III-39
Online Advertising Market - An Overview III-39
Continuous Rise in Internet Users: Opportunity for Online
Advertising Market III-40
Table 72: Internet Users and Internet Penetration Rate in
European Countries (2013) (includes corresponding
Graph/Chart) III-40

Table 73: Social Media Penetration Rate (%) in European
Countries (2013) (includes corresponding Graph/Chart) III-41

Table 74: Daily Time Spent on Social Media Sites in Select
European Countries (2013) (includes corresponding
Graph/Chart) III-42
European Youngsters Show Penchant for Online Advertising III-42
Paid Search Makes Steady Progress III-42
Mobile Advertising Market: Immense Growth Potential III-43
Table 75: European Mobile Ad Market (2010-2014): Spending
as a Proportion of Total Digital Ad Spending by Select
Country (includes corresponding Graph/Chart) III-44
Western Europe Exhibits Higher Growth Prospects III-44
European Associations III-45
European Interactive Advertising Association III-45
Interactive Advertising Bureau III-45
B.Market Analytics III-46
Table 76: European Recent Past, Current and Future Analysis
for Online Advertising by Geographic Region - France,
Germany, Italy, UK, Spain, Russia, Sweden, Netherlands, and
Rest of Europe Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for Years 2013 through 2020
(includes corresponding Graph/Chart) III-46

Table 77: European Historic Review for Online Advertising by
Geographic Region - France, Germany, Italy, UK, Spain,
Russia, Sweden, Netherlands, and Rest of Europe Markets
Independently Analyzed with Annual Revenue Figures in US$
Million for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-47

Table 78: European 15-Year Perspective for Online
Advertising by Geographic Region - Percentage Breakdown of
Revenues for France, Germany, Italy, UK, Spain, Russia,
Sweden, Netherlands, and Rest of Europe Markets for Years
2006, 2014 and 2020 (includes corresponding Graph/Chart) III-48

Table 79: European Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-49

Table 80: European Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-50

Table 81: European 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-51

4a. FRANCE III-52
Market Analysis III-52
Table 82: French Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-52

Table 83: French Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-53

Table 84: French 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/Formats Markets for Years
2006, 2014 and 2020 (includes corresponding Graph/Chart) III-54

4b. GERMANY III-55
A.Market Analysis III-55
Online Advertising Market - An Overview III-55
Table 85: Advertising Mix in Germany (2013): Percentage
Share Breakdown of Ad Spending by Media (includes
corresponding Graph/Chart) III-55

Table 86: Online Advertising Market in Germany (2013):
Percentage Share Breakdown of Ad Spending by End-Use Sector
(includes corresponding Graph/Chart) III-55
Mobile Advertising Market: An Insight III-56
Table 87: Internet Usage in Germany (2013): Percentage
Breakdown of Browser-Based Web-Page Views by Type of Device
(includes corresponding Graph/Chart) III-56
B.Market Analytics III-57
Table 88: German Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-57

Table 89: German Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-58

Table 90: German 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats Markets for Years
2006, 2014 and 2020 (includes corresponding Graph/Chart) III-59

4c. ITALY III-60
Market Analysis III-60
Table 91: Italian Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-60

Table 92: Italian Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-61

Table 93: Italian 15-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats Markets for Years
2006, 2014 and 2020 (includes corresponding Graph/Chart) III-62

4d. THE UNITED KINGDOM III-63
A.Market Analysis III-63
Online Advertising - An Overview III-63
Table 94: Number of Internet Users and Penetration Levels
in the UK (2007-2014) (includes corresponding Graph/Chart) III-63

Table 95: UK Advertising Market (2013): Percentage Share
Breakdown of Revenues by Sector (includes corresponding
Graph/Chart) III-64
E-Commerce and Banking: Opportunities for Online Advertising III-65
Online Video and Mobile Ad Spending Surges in the UK III-65
Mobile Emerges as a Key Marketing Channel for Brands III-65
Table 96: UK Mobile Advertising Market (2013): Percentage
Share Breakdown of Revenues by End-Use Sector (includes
corresponding Graph/Chart) III-66
Advertising on Social Networking Sites Holds Promise III-67
Table 97: Social Network Ad Spending as a % of Total
Advertising Spending in the UK (2009-2013) (includes
corresponding Graph/Chart) III-67

Table 98: UK Social Media Network Penetration (2013): % of
Internet Users Owing an Account in Select Social Media
Sites (includes corresponding Graph/Chart) III-67
UK Newspapers Continue Increasing Online Presence III-67
Online Advertisements Not Reaching Out to a Large Section of
Audience III-68
Podcasting Offers Bright Prospects III-68
B.Market Analytics III-69
Table 99: UK Recent Past, Current and Future Analysis for
Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-69

Table 100: UK Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-70

Table 101: UK 15-Year Perspective for Online Advertising by
Mode/Format - Percentage Breakdown of Revenues for Search,
Display and Other Modes/Formats Markets for Years 2006, 2014 and
2020 (includes corresponding Graph/Chart) III-71

4e. SPAIN III-72
A.Market Analysis III-72
Outlook III-72
Strategic Corporate Development III-72
B.Market Analytics III-73
Table 102: Spanish Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-73

Table 103: Spanish Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-74

Table 104: Spanish 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-75

4f. RUSSIA III-76
A.Market Analysis III-76
Outlook III-76
Online Advertising Continues to Lead III-76
Table 105: Russian Advertising Market (2013): Percentage
Share Breakdown of Revenues by Media (includes
corresponding Graph/Chart) III-76

Table 106: Leading Players in the Russian Banner Ads Market
(2013): Percentage Share Breakdown of Revenues for Mail.ru,
OK, Rambler Media, RBC, VK, Yandex, and Others (includes
corresponding Graph/Chart) III-77
Strategic Corporate Development III-77
B.Market Analytics III-78
Table 107: Russian Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-78

Table 108: Russian Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-79

Table 109: Russian 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-80

4g. SWEDEN III-81
A.Market Analysis III-81
Outlook III-81
Key Players III-81
B.Market Analytics III-82
Table 110: Swedish Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Markets Independently Analyzed with
Annual Revenue Figures in US$ Million for Years 2013 through
2020 (includes corresponding Graph/Chart) III-82

Table 111: Swedish Historic Review for Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-83

Table 112: Swedish 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-84

4h. THE NETHERLANDS III-85
Market Analysis III-85
Table 113: Netherlands Recent Past, Current and Future
Analysis for Online Advertising by Mode/Format - Search,
Display and Other Modes/Formats Markets Independently
Analyzed with Annual Revenue Figures in US$ Million for
Years 2013 through 2020 (includes corresponding Graph/Chart) III-85

Table 114: Netherlands Historic Review for Online
Advertising by Mode/Format - Search, Display and Other
Modes/Formats Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for Years 2006 through 2012
(includes corresponding Graph/Chart) III-86

Table 115: Netherlands 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-87

4i. REST OF EUROPE III-88
A.Market Analysis III-88
Outlook III-88
Poland III-88
Czech Republic III-89
Table 116: Advertising Market in Czech Republic (2013):
Percentage Share Breakdown of Ad Spending by Ad Medium
(includes corresponding Graph/Chart) III-89
Strategic Corporate Developments III-89
B.Market Analytics III-91
Table 117: Rest of European Recent Past, Current and Future
Analysis for Online Advertising by Mode/Format - Search,
Display and Other Modes/Formats Markets Independently
Analyzed with Annual Revenue Figures in US$ Million for
Years 2013 through 2020 (includes corresponding Graph/Chart) III-91

Table 118: Rest of European Historic Review for Online
Advertising by Mode/Format - Search, Display and Other
Modes/Formats Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for Years 2006 through 2012
(includes corresponding Graph/Chart) III-92

Table 119: Rest of European 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-93

5. ASIA-PACIFIC III-94
A.Market Analysis III-94
Outlook III-94
Credibility of Online Ads Rising in South Asian Countries III-94
Technological and Cultural Hinder Southeast Asian Ad Networks III-94
Online Advertising Market Constrained by Presence of Large
Number of Players III-95
Mobile Advertising: A High Growth Market III-95
Rising Penetration of Mobile Devices: A Favorable Factor III-96
Table 120: Mobile Internet Users in Select Asian Countries
(2011) (includes corresponding Graph/Chart) III-96
Embedded Advertisements and "App-vertising" on the Rise III-96
B.Market Analytics III-97
Table 121: Asia-Pacific Recent Past, Current and Future
Analysis for Online Advertising by Geographic Region -
Australia, China, India, South Korea, and Rest of
Asia-Pacific Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for Years 2013 through 2020
(includes corresponding Graph/Chart) III-97

Table 122: Asia-Pacific Historic Review for Online
Advertising by Geographic Region - Australia, China, India,
South Korea, and Rest of Asia-Pacific Markets Independently
Analyzed with Annual Revenue Figures in US$ Million for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-98

Table 123: Asia-Pacific 15-Year Perspective for Online
Advertising by Geographic Region - Percentage Breakdown of
Revenues for Australia, China, India, South Korea, and Rest
of Asia-Pacific Markets for Years 2006, 2014 and 2020
(includes corresponding Graph/Chart) III-99

Table 124: 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 Revenue Figures in US$ Million for
Years 2013 through 2020 (includes corresponding Graph/Chart) III-100

Table 125: Asia-Pacific Historic Review for Online
Advertising by Mode/Format - Search, Display and Other
Modes/Formats Markets Independently Analyzed with Annual
Revenue Figures in US$ Million for Years 2006 through 2012
(includes corresponding Graph/Chart) III-101

Table 126: 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 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-102

5a. AUSTRALIA III-103
A.Market Analysis III-103
Online Advertising Market to Outpace Other Conventional
Media Channels III-103
Table 127: Advertising Market in Australia (2013):
Percentage Share Breakdown of Revenues by Media Category
(includes corresponding Graph/Chart) III-103
Mobile: The Fastest Online Advertising Media Channel III-104
Online Classifieds Advertising Market Growth Witnessing Slow
Down III-105
Product Introductions/Innovation III-105
B.Market Analytics III-106
Table 128: Australian Recent Past, Current and Future
Analysis for Online Advertising by Mode/Format - Search,
Display and Other Modes/Formats Markets Independently
Analyzed with Annual Revenue Figures in US$ Million for
Years 2013 through 2020 (includes corresponding Graph/Chart) III-106

Table 129: Australian Historic Review for Online Advertising
by Mode/Format - Search, Display and Other Modes/Formats
Markets Independently Analyzed with Annual Revenue Figures
in US$ Million for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-107

Table 130: Australian 15-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/Formats Markets
for Years 2006, 2014 and 2020 (includes corresponding
Graph/Chart) III-108

5b. CHINA III-109
A.Market Analysis III-109
Online Advertising Market Set for Impressive Growth III-109
Table 131: Online Advertising Market as % of Total
Advertising Market in China (2009-2013) (includes
corresponding Graph/Chart) III-109

Table 132: Average Time Spent on Internet Per Week
(2009-2013) (In Hours) (includes corresponding Graph/Chart) III-110
Why is Online Advertising More Attractive than Conventional
Medium? III-110
Vast Internet User Population Favors Online Advertising Market III-110
Table 133: Internet Usage in China (2007-2014): Breakdown
by Number of Internet Users, Internet Penetration Rates
(includes corresponding Graph/Chart) III-111

Table 134: Internet Users in China (2013): Percentage Share
Breakdown of Internet Users by Age Group (includes
corresponding Graph/Chart) III-111
Search Ads Market: E-Commerce Offers Growth III-112
Table 135: Leading Search Engines in China (Q1 2014):
Percentage Share Breakdown of Revenues for Baidu, Google
China, Sogou, and Others (includes corresponding
Graph/Chart) III-112
Online Video Advertising: Promising Growth Opportunities III-113
Smart TVs Bolstering Growth in Chinese Online Video Ad Market III-113
Mobile Advertising: A Rapidly Expanding Market III-113
Table 136: Number of Mobile Internet Users in China for the
Years 2009 through 2013 (in Million) (includes
corresponding Graph/Chart) III-114
Internet-Based Digital Services Find Popularity Among
Mobile Users III-114
Mobile Television Witnessing Rapid Growth III-115
Chinese Tobacco Companies Eyeing Marketing Opportunities
through Online Advertising III-115
Competitive Landscape III-115
Table 137: Leading Players in the Chinese Online
Advertising Market (Q1 2014): Percentage Share Breakdown of
Revenues for Alibaba/Taobao, Baidu, Google China, Qihoo
360, Sina, Sohu, Soufun, Tencent, Youku and Tudou, and Others
(includes corresponding Graph/Chart) III-116
Investments, Financing and Innovations Mark Online Ad Market
in 2013 III-116
Strategic Corporate Developments

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