Global Online Advertising Industry

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Global Online Advertising Industry
Published on February 2011

Report Summary

This report analyzes the worldwide markets for Online Advertising in US$ Million by the following format: 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 2007 through 2015. Also, a seven-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 mostly extracted from
URL research and reported select online sources.

Table of Content

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

2. INDUSTRY OVERVIEW 6
A Curtain Raiser 6
The Market in and out of the Recent Recession 6
Table 1: Worldwide Advertising Market (2010): Percentage
Breakdown by Media - Television, Newspapers & Magazines,
Internet, Radio, Outdoor & Others and Cinema (includes
corresponding Graph/Chart) 7

Global Online Advertising Industry Page 1/22


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) 8
Year 2009 - Recording One of the Most Alarming Decline in
Industry 8
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

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) 9
Problems Faced by Service Providers in Monetizing Media Campaigns 9
Yellow Page Publishers Witness Increase in Revenues 9
Online Video Advertising - A Viable Growth Opportunity 9
Internet Usage- Increasing by the Day 10
Table 5: Global Internet Usage (2005-2010): Annual Breakdown
by Number of Users (Users in Million) (includes corresponding
Graph/Chart) 10

Table 6: Number of Internet Users by World Regions (2000 Vs.
2010) (includes corresponding Graph/Chart) 10

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) 11

Table 8: Global Internet Penetration Rates (2010): Percentage
Breakdown by Leading Geographic Regions - North America,
Oceania, Europe, Latin America, Middle East, Asia and Africa
Competitive Scenario 12
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) 12

Table 10: Worldwide Online Social Network Ad Spending in US$
Million for Years 2006 through 2011 (includes corresponding
Graph/Chart) 12
Current Spotlight 12
Market Dynamics 13
Online Advertising Expenditure Goes Up 13
Global Market Analysis 13
Comparative Analysis 13
Benefits of Various Advertising Media 14



Comparison of Different Advertising Media Based on Varied
Parameters 14
Conventional Media Vs Online Advertising Medium 14
Rich Media - A Rising Concept 14
Genesis 14
Rich Media - The Killer Application 15
Standard Formats 15
Behavioral Targeting - An Out-of-Box Service 16
Advertising Network Model 16
Trends and Issues 16
Continuous Shift Towards Online Advertising 16
Mobile Advertising Portrays Vibrant Opportunities 17
Online Industry Welcomes Open Source Solutions 17
Rich Media Market Rapidly Undergoes Changes 17
Video Streaming - A Multifaceted Advertising Mode 17
Software Technology Improvements Facilitate Online Ads 18
Other Side of Online Advertising 18
Online Advertising Frauds Cost Online Companies 18
Major Bottlenecks in Online Advertising 18

3. ONLINE ADVERTISING - OVERVIEW 19
Introduction 19
Online Advertisement Formats 19
Search 20
Display Advertising 20
Classifieds and Auctions 20
Rich Media 20
Sponsorship 21
Referrals 21
Slotting Fees 21
e-mail 21

4. PRODUCT INNOVATIONS/INTRODUCTIONS 22
AOL Introduces Project Devil, an Online Advertising System 22
DigitalPost Interactive Introduces VirtualSpokespeople.com Portal 22
Adtech Rolls Out Expanded Online Video Advertising Platform 22
CoolerAds Introduces Online Business Tools for Small and
Medium Sized Businesses 22
Digital Element Unveils NetAcuity Edge, an IP Intelligence Tool 23
Zurvita Introduces Local Search Engine Directory 23
Gen2Media Launches Publisher Version of Video Platform 24
IDG Unveils IDG TechNetwork, Global Online Ad Network 24
Jivox Introduces Jivox 4.0 Platform 24
China Mobile Introduces b2bjoy.com, a B2B Portal 24
comScore -IRI Unveils New Service for Evaluating Advertising
Campaigns 25
Theorem Introduces CreativesOnTap.com, Online Tool for
Advertising 25
Yahoo! Introduces Ad Interest Manager, Online Consumer Privacy
Tool 25



Turn Introduces Turn Smart Market 26
TradeDoubler Releases td AdMatch 26
Advertising.com to Introduce PubAccess 26
DoubleClick Releases Widget Ad Rich Media Format 26

5. PRODUCT INTRODUCTIONS IN THE RECENT PAST - A PERSPETIVE BUILDER 27
Google Launches Google Gadget Ads' 27
DoubleClick Introduces TEASER Advertising Format 27
DoubleClick Launches DE 6.5 software 27
DoubleClick Unveils DFP Dashboard 27
DoubleClick Introduces an Online Marketplace 28
HopStop.com Unleashes Location Based Advertising Base 28
Undertone Networks Introduces A New Service 28
YuMe Networks Introduces an Online Service 28
Ceelox Launches Scram 28
Petry Media to Establish Digerati iSales Division 29
AllAdSpace.com Launches A Free Ad Platform 29
MIVA Media Rolls Out MIVA Monetization Center in the US & UK 29
Viewpoint Releases NanoNet 29
DoubleClick Unleashes an Advertising Solution, Live Streaming 29
Yell.com Enhances Advertising Portfolio 29
Yahoo! Introduces New Search Marketing Ranking Model in the US 29

6. RECENT INDUSTRY ACTIVITY 30
United Business Media Acquires Game Advertising Online 30
Google Acquires Invite Media 30
TA Associates Snaps Up Majority Stake in eCircle 30
DigitalPost Interactive Takes Over Rovion 30
Mediamath Snaps Up Adroit Interactive 31
Atex Group Takes Over Kaango LLC 31
Antevenio Acquries Shopall.es 31
Adknowledge Acquires Hydra Group 31
Beyond Commerce Inc. Takes Over AdJuice 31
Havas Takes Over Acmic Interactive Solutions 31
Silver Lake Acquries Majority Stake in Allyes Online Media
Holding 32
MediaTrust Snaps Up Kenzei LLC 32
Yahoo! to Take Over Dapper 32
Beyond Commerce Inc to Take Over WebYES! 32
Ybrant Digital Snaps Up Dream Ad 33
Deutsche Post Takes Over Nugg.ad 33
AOL to Acquire TechCrunch 33
VideoEgg to Acquire Six Apart and Form a Joint Company Say Media 33
Dentsu to Take Over Innovative Interactive 33
Limelight Networks to Take Over EyeWonder Inc. 33
AudienceScience to Acquire Wunderloop, Integrated Targeting
Service Provider 34
Connexus Merges with Epic Advertising to Form Epic Media Group 34
News Corporation to Merge its Fox Audience Network with MySpace 34
Fairfax Media Enters into Partnership with APN News and Media 35



Cyber Communications Enters into Partnership with OpenX 35
Auditude and Comcast Interactive Media Enter Into Partnership 35
Brightcove Inks Web Video Content Support Agreement with
Turner Broadcasting 36
China INSOnline Signs Agreement with Beijing EZ Auto Technology 36
Google Acquires AdMob Mobile-Advertising Network 36
Google Takes Over Teracent 37
LIN TV Acquries Red McCombs Media 37
Orange France Telecom Snaps Up Unanimis Digital Promotions Group 37
Six Apart Snaps up NaturalPath Media 38
Ybrant Digital Takes Over Max Interactive 38
Adknowledge Snaps Up Super Rewards 38
Livedoor Takes Over Stake in Adwires 38
Yahoo! to Take Over Maktoob.com 38
Cinnabar Ventures to Take Over Yippy 39
Canpages to Take Over ZipLocal.ca 39
comScore to Take Over Certifica 39
Terra Establishes Online Advertising Division in Brazil 39
Yahoo! and Microsoft Ink License and Advertising and Search
Agreements 39
Hi-media Signs Acquisition Agreement with AdLINK Media 40
Baidu Paves Way for M2B into Chinese Online Advertising Industry 40
Arnoldo Mondadori Unites with Mediaset for Online Promotion
Joint Venture 40
Out-n-out Online Signs Deal with Maktoob.com to Usage of
OOXmonitor.com by the Latter 41
DAC and Kaltura Enter Into Strategic Partnership 41
WMG Plans to Partner with FreeWheel for Online Advertising 41
AdChina Enters Into Partnership with CNTV 41
VideoEgg enters Into an Alliance with comScore 42
OpenX Partners with Microsoft for Online Promotion Deal 42
Dot VN and Vietbridge Team Up for Online Promotions 43
Time Warner Inc Spins Off Subsidiary Company, AOL 43
Dragon Media Online Acquires Don't Blink Media 43
Time Warner Takes Over buy.at 43
Leading Newspaper Groups of the US Sets up quadrantONE 44
Yahoo! to Acquire Tensa Kft. 44
AOL Takes Over Goowy Media 44

7. CORPORATE ACTIVITY IN THE RECENT PAST - A PERSPECTIVE BUILDER 45
Hearst-Argyle Television Associates with Google 45
AT&T to Take Over Ingenio 45
AOL Acquires Quigo 45
Sina's Division to Collaborate with Northgate Technologies 45
Yahoo! to Acquire Blue Lithium 46
Lagardere Active Takes Over ID Regie 46
Yahoo! Acquires Share of Tyroo 46
TradeDoubler Takes Over Interactive Marketing Works 46
Disaboom Signs Agreement with Bioness 46
Yahoo! Acquires Stake in Right Media 46



Media Initiatives Group Acquires Dedicated Marketing Solutions 47
Intelective Communications Takes Over 82 Media 47
PagesJaunes Groupe Acquires Stake in Horyzon Companies 47
EyeWonder Acquires Vendi Interactive 47
Idearc Takes Over Switchboard 47
Datran Media Acquires Chintano 47
Apollo Group Takes Over Aptimus 48
MediaWhiz Holdings Acquires Auction Ads 48
West Point Capital Acquires Intelective Communications 48
Microsoft Acquires aQuantive 48
Great Hill Partners Acquires Share of Gorilla Nation Media 48
Intela Acquires CrispAds 48
Yahoo! Japan Takes Over Overture KK 48
Click Holding Acquires Tangozebra 49
Ybrant Technologies Acquires Pennyweb 49
Vertrue Acquires Neverblue Media 49
China Media Group Acquires Stake in Guangzhou Waho Culture &
Media 49
Mamma.com Changes Name to Copernic 49
Washingtonpost.Newsweek Interactive Extends Association with
Google 49
WebMD Seals Pact with Yahoo! 50
Comcast Associates with Yahoo! 50
Platform-A Sets Up Marketing Solutions Unit 50
Microsoft Buys aQuantive 50
Google Acquires DoubleClick 50
WPP Acquires 24/7 Real Media 51
Yahoo! Gets Hold of Right Media 51
Focus Media Acquires Allyes 51
eBay Acquires StubHub 51
Advertising.com to Render Services for News Corporation and
NBC Universal's Alliance 51
AOL Forms Strategic Alliance with PointRoll 52
Mamma.com Joins Hands with Entrieva 52
Mamma.com Inks an Agreement with Thomson Local 52
Internap Acquires VitalStream 52
Meredith Buys New Media and Genex 52
Local.com Buys soUno Directional Media Solutions 52
Vertrue Acquires Neverblue Media 53
PRIMEDIA Acquires RentalHouses.com 53
Eastpoint AB Acquires Affiliator AB 53
iCrossing Acquires Spannerworks 53
Google Forays into In-game Advertising Market 53
Media Corp Acquires Credit Card Portal 53
YBrant acquires AdDynamix 54
DoubleClick Takes Over Tangozebra 54
Viewpoint to Purchase MAKOS Advertising L.P. 54
Website Pros to Buy Submitawebsite.com 54
AOL Withdraws offer to Acquire TradeDoubler 54
Foresight Invests in UK-based Utarget 55



Gesca Digital Forms Alliance with Olive Canada Network 55
Pixelpark Acquires Majority Stake in E7 55
Business.com Teams Up with Wall Street Journal 55
New York Times Collaborates with Monster Worldwide 55
SPIR Communications and Schibsted Merge Operations 55
Fox Interactive Media Buys Strategic Data Corporation 56
Cyrte Invests in Spotzer Media 56
Friendster Inc. Joins Google 56
Active Athlete Media Extends Agreement with A.S.O 56

8. FOCUS ON SELECT GLOBAL PLAYERS 57
24/7 Real Media, Inc. (USA) 57
AOL, Inc (USA) 57
Baidu.com, Inc. (China) 57
Copernic, Inc. (Canada) 57
DoubleClick, Inc. (USA) 58
Eniro AB (Sweden) 58
Google, Inc. (USA) 58
IAC/InterActiveCorp. (USA) 58
IAC Search & Media (USA) 59
InfoSpace, Inc. (USA) 59
MSN (USA) 59
Sina Corporation (China) 59
Sohu.com, Inc. (China) 60
Tencent, Inc. (China) 60
Tom Online, Inc. (China) 60
TradeDoubler AB (Sweden) 60
ValueClick, Inc. (USA) 61
Yahoo!, Inc. (USA) 61

9. GLOBAL MARKET PERSPECTIVE 62
Table 11: 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 Independently Analyzed with Annual Revenues in US$
Graph/Chart) 62

Table 12: World Historic Review of Online Advertising by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World
Independently Analyzed with Annual Revenues in US$ Million for
Years 2000 through 2006 (includes corresponding Graph/Chart) 63

Table 13: World 11-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 for Years 2005, 2010 & 2015



Online Advertising (Search) by Geographic Region - US, Canada,
Japan, Europe, Asia-Pacific (excluding Japan), Latin America
and Rest of World Independently Analyzed with Annual Revenues
in US$ Million for Years 2007 through 2015 (includes

Table 15: World Historic Review of Online Advertising (Search)
by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World
Independently Analyzed with Annual Revenues in US$ Million for
Years 2000 through 2006 (includes corresponding Graph/Chart) 66

Table 16: World 11-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 for Years
2005, 2010 & 2015(includes corresponding Graph/Chart) 67

Online Advertising (Display) by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Rest of World Independently Analyzed with Annual
Revenues in US$ Million for Years 2007 through 2015 (includes

Table 18: World Historic Review of Online Advertising
(Display) by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Independently Analyzed with Annual Revenues in US$
Graph/Chart) 69

Table 19: World 11-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 for Years
2005, 2010 & 2015 (includes corresponding Graph/Chart) 70

Other Online Advertising Modes/Formats by Geographic Region -
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America and Rest of World Independently Analyzed with
Annual Revenues in US$ Million for Years 2007 through 2015

Table 21: 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 Independently Analyzed with Annual Revenues in US$



Graph/Chart) 72

Table 22: World 11-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 for Years 2005, 2010 and 2015 (includes corresponding
Graph/Chart) 73

10. THE UNITED STATES 74
A.Market Analysis 74
Current and Future Analysis 74
Table 23: US Online Social Network Ad Spending in US$
Billion for Years 2008 through 2012 (includes corresponding
Graph/Chart) 74
Market Scenario 74
US Online Advertising - Taking a Breather from Economic
Downturn 75
Online Advertisement Spend Records a Positive Jump in 2010 75
Table 24: Quarterly Growth Pattern for Global Online Ad
Spending (2009 & IQ 2010) (includes corresponding
Graph/Chart) 75

Table 25: Global Penetration of Online Buyers (2010):
Breakdown by Leading Regions (includes corresponding
Graph/Chart) 76
Increase in M&A Activity in the Mobile Advertising Sector -
Another Sign of Recovery 76
Table 26: 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) 77
Facebook Lands Half of US Social Networking Ad Spends in 2010 77
Table 27: US Online Social Network Ad Spending (2009 &
2010): Percentage Breakdown of Ad Spends in Network Venues
- Facebook, MySpace, Social Games and Applications and
Other Social Networks (includes corresponding Graph/Chart) 77
Targeted Online Advertising: The New Mantra for Growth 78
Table 28: US Market for Behavioral Targeted Online
Advertising (2006-2009): Annual Breakdown by Ad Spending
(In US$ Million) (includes corresponding Graph/Chart) 78
Cost Per Revenue - A New Metric in Digital Marketing 78
Table 29: US Online Ad Revenues (2007-2009): Percentage
Breakdown of Revenues by Pricing Models - Performance
Pricing Model, CPM Pricing Model and Hybrid Pricing Model
Security Risks on the Rise 79
Recession Helps in Generating Interest for New Areas of
Online Advertisements 79



Table 30: 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) 80

Table 31: Top Five Ad Markets in the US (2008): Markets
Ranked by Online Advertisement Spends (In US$ Million)

Table 32: US Market for Online Advertising (2009):
Percentage Breakdown of Share by Categories - Pure Play,
Newspapers, Directories, Broadcast TV, Radio, Magazines and
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) 81
Political Campaigning through Social Networking Sites
Gaining Preference over Online Advertising 81
Facebook, the Top Display Ad Publisher in 2010 82
Table 33: 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) 82

Table 34: US Market for Online Display Ads (Q1 2010):
Percentage Breakdown of Market Share by Advertisers - AT&T
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) 82
Online Videos Still Lag Behind Television Due to Dearth of
Commercial Breaks 83
Competitive Landscape 83
Table 35: US Internet Market (2009 & 2010): Percentage
Breakdown of Leading Search Engines - Google, Yahoo!,
Bing/Microsoft, Ask,Com, AOL/Time Warner and Others

Table 36: US Advertising Market (2009 & 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) 84
Internet Advertising Witnesses Higher Growth Due to its
Easy Accessibility 84
Online Advertising Forms an Effective Marketing Tool for
Financial Service Providers 84
Healthcare Institutions are No Exception 85



Table 37: US Online Advertising Market (2010-2015):
Breakdown of Online Ad Spends by Pharma and Health Care
Industry (In US$ Billion) (includes corresponding
Graph/Chart) 85

Table 38: US Online Advertising Industry (2008 & 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
Surge in Online Dating Services 86
Automotive Advertising Chasing the Trend 86
Key Players 87
B.Market Analytics 87
Table 39: 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 Independently Analyzed with Annual Revenues
in US$ Million for the Years 2007 through 2015 (includes

Table 40: US Historic Review of Online Advertising by
Mode/Format - Search, Display Ads, Classifieds, Rich Media,
Sponsorship, Referrals, Slotting Fees and E-Mail
Independently Analyzed with Annual Revenues in US$ Million
for Years 2000 through 2006 (includes corresponding
Graph/Chart) 88

Table 41: US 11-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 for Years 2005, 2010 &
2015 (includes corresponding Graph/Chart) 89

11. CANADA 90
Key Player 90
Table 42: Canadian Recent Past, Current and Future Analysis
for Online Advertising by Mode/Format - Search, Display and
Other Modes/Formats Independently Analyzed with Annual
Revenues in US$ Million for the Years 2007 through 2015

Table 43: Canadian Historic Review of Online Advertising by
Mode/Format - Search, Display and Other Modes/Formats



Graph/Chart) 92

Table 44: Canadian 11-Year Perspective for Online
Advertising by Mode/Format - Percentage Breakdown of
Revenues for Search, Display and Other Modes/ Formats for
Years 2005, 2010 and 2015 (includes corresponding
Graph/Chart) 92

12. JAPAN 93
Current & Future Analysis 93
Table 45: Japanese Recent Past, Current and Future Analysis
Revenues in US$ Million for Years 2007 through 2015

Table 46: Japanese Historic Review of Online Advertising by
Graph/Chart) 94

Table 47: Japanese 11-Year Perspective for Online
Graph/Chart) 94

13. EUROPE 95
Market Overview 95
European Online Market Skyrockets 95
Table 48: 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 96
Internet Penetration in Western Europe (2010): Ranking of
Popular Online Activities 96
How Do Marketers Benefit from Online Advertising' 96
Paid Search to Lead Online Ad Growth 96
Market Accelerators 97
European Youngsters Have a Penchant for Online Advertising 97
Online Ad Spend Across Europe 97
Table 49: 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) 97
European Associations 98
European Interactive Advertising Association 98
Interactive Advertising Bureau 98
Vital Historic Statistics 99
Table 50: A Snapshot of Leading Advertisers in European
Online Advertising Market -Ranked by Number of Campaigns

Table 51: 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) 100
Table 52: European Recent Past, Current and Future Analysis
for Online Advertising by Geographic Region - France,
Germany, UK, Italy, Spain, Sweden and Rest of Europe
Graph/Chart) 101

Table 53: European Historic Review of Online Advertising by
Geographic Region - France, Germany, UK, Italy, Spain,
Sweden and Rest of Europe Independently Analyzed with Annual

Table 54: European 11-Year Perspective for Online
Advertising by Geographic Region - Percentage Breakdown of
Revenues for France, Germany, UK, Italy, Spain, Sweden and
Rest of Europe for the Years 2005, 2010 & 2015(includes

Table 55: European Recent Past, Current and Future Analysis

Table 56: European Historic Review of Online Advertising by
Graph/Chart) 105

Table 57: European 11-Year Perspective for Online



Graph/Chart) 105

13a.FRANCE 106
Table 58: French Recent Past, Current and Future Analysis

Table 59: French Historic Review of Online Advertising by
Graph/Chart) 107

Table 60: French 11-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdown of Revenues for
Search, Display and Other Modes/ Formats for Years 2005,
2010 and 2015 (includes corresponding Graph/Chart) 107

13b.GERMANY 108
Table 61: German Recent Past, Current and Future Analysis

Table 62: German Historic Review of Online Advertising by
Graph/Chart) 109

Table 63: German 11-Year Perspective for Online Advertising
by Mode/Format - Percentage Breakdownof Revenues for Search,
Display and Other Modes/Formats for Years 2005, 2010 and

13c.THE UNITED KINGDOM 110



Online Advertising - An Overview 110
Table 64: UK Online Advertising Industry (2008): Percentage
Breakdown of Online Advertising Spends by Industries -
Recruitment, Automotive, Property, Technology, Finance,
Entertainment, Telecom, Travel & Transport, Consumer Goods,
Retail and Others (includes corresponding Graph/Chart) 110
Recession and the Market for Online Advertising in the UK 111
Recession Effects Advertising Budgets of Companies 111
Table 65: 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) 112
Rising Online Shopping Spreads the Enticing Net 112
Creative Freedom 113
Internet Has More to Offer 113
Table 66: UK Internet Penetration (2008-2015) - Number of
Internet Users (In Million) (includes corresponding
Graph/Chart) 113
UK Internet Penetration (2010): Ranked by Popular Online
Activitie 114
Advertising in Social Networking Sites Holds Promise 114
Table 67: Advertising Industry in the UK (2009-2012)-
Breakdown of UK Social Network Ad Spending as a Percentage
of Total Online Advertising Spending (includes

Table 68: UK Social Network Penetration (2009-2015)-
Breakdown by Number of Social Network Users in Million
Internet Advertising - Constraints 115
Podcasting Offers Bright Prospects 115
Table 69: UK Recent Past, Current and Future Analysis for
Online Advertising by Mode/Format - Search, Display and

Table 70: UK Historic Review of Online Advertising by
Graph/Chart) 117

Table 71: UK 11-Year Perspective for Online Advertising by
Mode/Format - Percentage Breakdown of Revenues for Search,



Display and Other Modes/ Formats for the Years 2005, 2010 &

13d.ITALY 118
Table 72: Italian Recent Past, Current and Future Analysis

Table 73: Italian Historic Review of Online Advertising by
Graph/Chart) 119

Table 74: Italian 11-Year Perspective for Online Advertising
Search, Display and Other Modes/Formats for Years 2005, 2010
& 2015(includes corresponding Graph/Chart) 119

13e.SPAIN 120
Table 75: Spanish Recent Past, Current and Future Analysis

Table 76: Spanish Historic Review of Online Advertising by
Graph/Chart) 121

Table 77: Spanish 11-Year Perspective for Online Advertising

13f.SWEDEN 122
Current And Future Analysis 122
Key Players 122



Table 78: Swedish Recent Past, Current and Future Analysis

Table 79: Swedish Historic Review of Online Advertising by
Graph/Chart) 123

Table 80: Swedish 11-Year Perspective for Online Advertising

13g.REST OF EUROPE 124
Russia 124
Online Advertising Continues to Lead 124
Table 81: 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) 124
Table 82: Rest of Europe Recent Past, Current and Future
Analysis for Online Advertising by Mode/ Format - Search,
Display and Other Modes/Formats Independently Analyzed with
Annual Revenues in US$ Million for Years 2007 through 2015

Table 83: Rest of Europe Historic Review of Online
Advertising by Mode/Format - Search, Display and Other
Modes/Formats Independently Analyzed with Annual Revenues in
US$ Million for Years 2000 through 2006 (includes

Table 84: Rest of Europe 11-Year Perspective for Online
Revenues for Search, Display and Other Modes/Formats for
Years 2005, 2010 & 2015(includes corresponding Graph/Chart) 126

14. ASIA-PACIFIC 127
Asia-Pacific Online Advertising - Present Scenario 127
Online Advertising in Asia-Pacific Mostly Resilient to



Recent Recession 127
India 127
Online Advertising in India Steers through Recession 127
Market Scenario 128
Growth Inhibitors 128
An Insight into the Application Areas of Internet and
Percentage Breakdown of Leading Websites Used by the
Indians in Relevant Application 129
Indonesia 129
Online Advertising, a Best Bet for Product Promotions
During Recession 129
Singapore 130
Online Advertising in Singapore (2007) 130
Taiwan 130
Key Word and Banner Ads Lead from the Front 130
Thailand 130
Online Advertising Industry in Taiwan - Present State 130
Vietnam 131
Online Advertising Yet to Penetrate in Vietnam 131
Table 85: Asia-Pacific Recent Past, Current and Future
Analysis for Online Advertising by Geographic Region - South
Korea, China, Australia and Rest of Asia-Pacific
Graph/Chart) 132

Table 86: Asia-Pacific Historic Review of Online Advertising
by Geographic Region - South Korea, China, Australia and
Rest of Asia-Pacific Independently Analyzed with Annual

Table 87: Asia-Pacific 11-Year Perspective for Online
Advertising by Geographic Region - Percentage Breakdown of
Revenues for South Korea, China, Australia and Rest of
Asia-Pacific for Years 2005, 2010 & 2015(includes

Table 88: Asia-Pacific Recent Past, Current and Future
Analysis for Online Advertising by Mode/Format - Search,
Annual Revenues in US$ Million for the Years 2007 through

Table 89: Asia-Pacific Historic Review of Online Advertising
by Mode/Format - Search, Display and Other Modes/Formats
Graph/Chart) 136



Table 90: Asia-Pacific 11-Year Perspective for Online
Revenues for Search, Display and Other Modes/Formats for
Years 2005, 2010 & 2015 (includes corresponding Graph/Chart) 136

14a.SOUTH KOREA 137
Contextual Advertising - The Next Advertising Mantra 137
Table 91: South Korean Recent Past, Current and Future
Analysis for Online Advertising by Mode/ Format - Search,
Annual Revenues in US$ Million for the Years 2007 through

Table 92: South Korean Historic Review of Online Advertising
by Mode/Format - Search, Display and Other Modes/Formats
Graph/Chart) 139

Table 93: South Korean 11-Year Perspective for Online
Years 2005, 2010 & 2015 (includes corresponding Graph/Chart) 139

14b.CHINA 140
Present State of the Market in China 140
Table 94: 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
China- Home to One of the World's Largest Internet User
Population 141
Table 95: Internet Usage in China (2005-2010): Breakdown by
Number of Internet Users, Population and Percentage
Penetration of Users (includes corresponding Graph/Chart) 142

Table 96: A Glimpse of Demographic Proclivity Towards
Internet (includes corresponding Graph/Chart) 142
Search Engines Hold Tremendous Potential 142
Table 97: Chinese Online Advertising Market (2009):
Percentage Breakdown of Revenues by Players - Baidu,
Google, Sogou.com, Soso.com, Youdao.com of NetEase and
China Relaxes 10-month Long Ban on Internet 143



Competitive Scenario 144
Table 98: 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

Table 99: Top 10 Social Networking Sites in China (2009):
Ranked by Popularity and Number of Users 144
Why is Online Advertising More Attractive than Conventional
Medium' 145
When is Online Advertising at its Peak' 145
Table 100: 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) 145
Key Players 146
Table 101: Chinese Recent Past, Current and Future Analysis

Table 102: Chinese Historic Review of Online Advertising by



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