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The UK Online Advertising Industry Growth and Forecast to 2016
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The UK Online Advertising Industry Growth and Forecast to 2016

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The report on “The UK Advertising Industry Growth and Forecast to 2016” includes a detailed study of the global advertising as well as the UK online advertising industry. We have also analyzed the …

The report on “The UK Advertising Industry Growth and Forecast to 2016” includes a detailed study of the global advertising as well as the UK online advertising industry. We have also analyzed the industry and its various categories/ segments and trends prevailing in the market. The report also includes the industry, present performance and forecast of its various segments. Additionally, we have discussed cause and effect relationship of macroeconomic and industry factors on the industry providing the basis for the future outlook.


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  • 1. EXECUTIVE SUMMARYIn 2010, the advertising industry accounted for around 34.40% of the total service sectorrevenues and this sector is characterized as being fragmented in nature, with various sub-sectors, including online/ digital advertising. Increasing broadband penetration, education,income, rising number of internet users as well as popularity of social networking websites isbehind the growth of online advertising globally. The online advertising industry is of variousforms, but the most popular are digital search advertising, followed by display and classifiedadvertising.In the UK, more than 30% of all advertising budgets are spent online, making the UK internetindustry, the one with the highest share of national ad expenditure, when compared to anyother European market. In 2010 the UK internet advertising market grew 8.80%; the reasonbehind the growth was the retail sector. Finance, consumer goods and entertainment & mediasectors contributed the highest percentage in the overall online advertisement revenues. In theUK, the reason behind the investment in online advertising is faster broadband services andexpanding user base. By end of December 2010 the UK’s active online user base increased to40.30 million.The report on “The UK Advertising Industry Growth and Forecast to 2016” includes adetailed study of the global advertising as well as the UK online advertising industry. Wehave also analyzed the industry and its various categories/ segments and trends prevailing inthe market. The report also includes the industry, present performance and forecast of itsvarious segments. Additionally, we have discussed cause and effect relationship ofmacroeconomic and industry factors on the industry providing the basis for the futureoutlook. 2
  • 2. KEY QUESTIONS ANSWERED  What is the size of the Online advertising industry in the UK and factors accounting for change in its segments (Search, Digital, and Mobile)?  What are the industries contributing in online advertising demand in the country?  Who are the leading international and domestic players, business and recent developments?  What is the future prediction of the European and UK online advertising industry?  How change in the European macro economy environment and online ad spending may lead to change in the UK online advertising industry? 3
  • 3. TABLE OF CONTENTS1. Advertising Industry1.1. An Overview1.2. Online Advertising Industry: An Overview2. European Online Advertising Market2.1. Market Size2.2.1. Western Europe Online Ad Spending2.2.2. Online Advertising by category Europe Search Advertising Market Europe Display Advertising Market Mobile Advertising3. UK Online Advertising Market Market Size3.1.1. Online Advertising by category UK Display Advertising Market UK Search Advertising Market UK Mobile Advertising3.1.2. Online Advertising Demand by industry3.1.3. UK Online Ad Industry Competition Leading Online Advertising Companies Leading Display Advertisers4. UK Online Ad Industry Driving Factors4.1. Internet Users in the UK4.2. Online Advertising Growth led by FMCG and Entertainment Brands4.3. Faster broadband drives video advertising4.4. Rising Population driving Internet Usage 4
  • 4. 4.5. Increasing user base in Social Networking Sites5. UK Macro Economy Factors5.1. GDP growth makes the market lucrative for new entrants5.2. Rising Per Capita Income5.3. Inflation5.4. Population6. Future Outlook6.1. Europe Online Advertising Outlook6.2. UK Online Advertising Outlook7. Company Profiles7.1. Google Inc.7.1.1. Business Overview and Financials7.1.2. Business Strategies7.2. Yahoo Inc.7.2.1. Business Overview and Financials7.2.2. Business Strategies7.3. AOL LLC7.3.1. Business Overview7.3.2. Business Strategies8. Research Methodology Data Collection Methods Approach Reasons for the Selection of Independent Variables Disclaimer 5
  • 5. LIST OF FIGURESFigure 1: Major Service Sector Share by Revenues in 2010Figure 2: Global Advertising Revenues (2006-2015F)Figure 3: Online Search Engine Value ChainFigure 4: European Online Advertising Revenues (2006-2010)Figure 5: Western Europe Online Ad Spend (2006-2010)Figure 6: Europe Online Advertising by Category in 2010Figure 7: Europe Search Advertising Market (2006-2010)Figure 8: Europe Online Display Advertising Market (2006-2010)Figure 9: Mobile Display Market by Major Countries in Europe (2010)Figure 10: UK Advertising Expenditures by Media in 2010 (%)Figure 11: UK Online Advertising Market (2006-2010)Figure 12: UK Display Advertising Market (2006-2010)Figure 13: UK Online Search Advertising Market (2006-2010)Figure 14: UK Internet Users (Adults) (2006-2010)Figure 15: UK Internet Usage and PopulationFigure 16: UK GDP at current prices (2006-2010)Figure 17: UK Total Population (2006-2010)Figure 18: Europe Online Advertising Outlook (2010-2016)Figure 19: UK Online Advertising Market Outlook (2011-2016)Figure 20: Google Inc. Total Revenue (2006-2010)Figure 21: Yahoo Total Revenues (2006-2010) 6
  • 6. LIST OF TABLESTable 1: UK Online Display Ad Publishers (Q3 2010)Table 2: UK Online Display Advertisers Q3 2010Table 3: Social networking Sites by UK Visitors (May 2009)Table 4: UK CPI Annual Inflation (2006-2010) (%) 7