An analysis of the online advertising marketplace.
Written in 2007; 1,300 words; 3 sources; MLA; $ 43.95
Paper Summary:
The paper defines the online advertising marketplace size, growth and market dynamics, including the differences in approaches to presenting advertising messaging. The paper discusses the growth of online advertising and its implications for the corresponding growth of online video advertising. The paper illustrates this groundswell of interest in online video sites by looking at Google's acquisition of YouTube.com, News Corporation's acquisition of MySpace and Yahoo's continued efforts to bring video content into the mainstream of its users. Finally, the paper provides an analysis of how animation is becoming more mainstream as a result of online video sharing.
Outline:
Executive Summary
Online Advertising Marketplace Forecast
Factors Driving Online Advertising Growth
Online Video Advertising
Animation as a Medium
From the Paper:
"Many analysts have contended that when the growth rate for online advertising begins to outpace traditional advertising, the dominance of online advertising will become clear. This milestone first happened during 2005 when full-year U.S. Internet advertising accounted for 7% of spending while the total advertising market grew by only 3%. According to many investment analysts contend that 14% or more of total advertising spending by 2010 will be from online advertising, and within the total set of digital marketing spending, search advertising will be the largest growth area."
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