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| Marketing - Publicité - Promotion > Etude de marché sectorielle |
| Online Advertising Report |
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€ 820,00 |
Editeur
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Emarketer |
Langue
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Anglais |
Date de publication : |
Août 2001 |
Taille du document : |
170 |
Autres informations : |
Description , Table des matières |
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| Autres secteurs en relation |
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| Présentation de l'étude de marché - Description & Table des matières |
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| Online Advertising Report |
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The Report covers these issues and more:
· US and global market size
· Who are the web publishers?
· Who is advertising on the web and how much do they spend?
· How advertisers are using the internet
· Analysis of industry trends, including CPM, CTR and branding
· The potential of rich media, wireless advertising and instant messaging
· Barriers to online advertising growth
· Costs of online advertising
There's no doubt that online advertising growth has slowed, but so has offline
advertising. Despite the doom and gloom, eMarketer continues to predict a bright
future for online advertising. A key factor behind this anticipated growth is
the fact that the market is still in its infancy. Online advertisers are experimenting
with better ways to target viewers, new creative approaches and more precise
means of measurement. eMarketer projects that the internet's percentage share
of advertising dollars in the US will grow from 2.91% in 2000 to 8.24% by 2005.
It's also important to remember that e-advertising does not exist in a vacuum.
Smart advertisers worldwide are maximizing the unique potential of each advertising
medium -- offline and online. They're also seeking more efficient means of combining
online media with their traditional advertising. eMarketer's Online Advertising
Report is an indispensable reference tool for business professionals to use
in planning and executing effective, integrated programs.
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I Overview 11
II US Market Size and Growth 15
A. Comparative Estimates and Recast Projections 18
B. Seasonality 35
III Slicing the Pie: Traditional Media vs. the Internet 39
A. Spending Growth 40
B. Time Spent on Various Media 47
C. Television 48
D. Radio 53
E. Newspapers 54
F. Magazines 56
G. Classifieds 57
H. Direct Marketing 61
I. New Media 62
IV Website Publishers 71
A. Universe of Websites 72
B. Top eAdvertising Publishers 74
C. Unsold Ads (Where Web Ad Dollars Don't Go) 77
V Who Are the Web Advertisers? 79
A. Spending by Industry Category 80
B. Company Spending 83
VI Industry Trends 87
A. CPMs 88
B. Click-Through Rates 99
C. Cost Per Click Models (CPC) 106
D. Banners and Branding 107
E. Spending by Ad Formats 116
F. Rich Media Advertising 120
G. Wireless Advertising 124
H. Instant Messaging 131
VII Global Market Size and Growth 135
A. Offline Advertising 136
B. eAdvertising 137
VIII Glossary of Terms 155
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