The US Online Advertising Industry Growth and Forecast
TABLE OF CONTENTS1. Global Advertising Industry1.1. An Overview1.2. Online Advertising Industry: An Overview1.3. Global online Advertising: Market Size1.3.1. Online Advertising by Category2. The US Advertising Market2.1. Market Size2.2. The US Online Advertising Market2.2.1. Online Revenue Models2.2.2. Market SizeQuarterly Performance2.2.3. Online Advertising by categoryThe US Search Advertising MarketThe US Display Advertising MarketOnline Advertising Demand by industry3. Industry Competition4. Driving Forces4.1. New Advertising trend through Social Networking Sites4.2. E-Commerce Driving Online Ad Demand4.3. Growing Internet User Base4.4. Rising Broadband Penetration5. Macro Economy Environment5.1. Population (Historical and Present Performance)5.2. GDP (Historical and Present Performance)5.3. Personal Disposable Income (Historical and Present Performance)5.4. Inflation, 2007-20156. Future Outlook7. Company Profiles
7.1. 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 MethodologyData Collection MethodsApproachReasons for the Selection of Independent VariablesDisclaimer
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: Global Online Advertisement Spending (2006-2015F)Figure 5: The US Advertising Revenues (2006-2010)Figure 6: The US Online Advertising Revenue Models 2010Figure 7: The US Online Advertising Revenues (2006-2015F)Figure 8: The US Online Advertising Revenues (Quarterly Comparison (4Q09 & 4Q10)Figure 9: The US Online Advertising Spending by Category in 2010Figure 10: The US Online Search Advertising Market (2006-2010)Figure 11: The US Online Display Advertising Market (2006-2010)Figure 12: Online Ad Revenues by industry in 2010Figure 13: The US Online Ad Companies Share by Display Ad Revenues in 2010Figure 14: Google Search Advertising Market Share (2009& 2010)Figure 15: The US online Social network Ad spending (2007-2010)Figure 16: The US E-commerce Spending (2006-2010)Figure 17: Total Population in the US (2000-2010)Figure 18: The US GDP at Current Prices (2000-2010)Figure 19: Personal Disposable Income in the US (2000-2010)Figure 20: The US inflation, Average Consumer Prices in % (2007-2015F)Figure 21: The US Online Ad Revenues (2010-2015F)Figure 22: The US online Ad Revenues by Major categories (2011-2015)Figure 23: Google Total Revenue (2006-2010)Figure 24: Yahoo Total Revenues (2006-2010)
LIST OF TABLESTable 1: Global Online Advertising by Category in % (2006-2010)Table 2: The US Retail Sales Total and E-commerce (Quarterly 2010& 2011)Table 3: The US Internet Users (2000-2010)Table 4: The US Broadband Subscribers
EXECUTIVE SUMMARYIn 2010, the advertising industry accounted for around one fourth of the total service sectorrevenues. During the economic slowdown, advertising industry on the whole registered adecline in revenues while the online advertising industry registered growth at a slow rate.Increasing broadband penetration, rising number of internet users as well as popularity ofsocial networking websites is behind the growth of online advertising globally. The onlineadvertising industry is of various forms, but the most popular are digital search advertising,followed by display and classified advertising.The US is the largest and most developed market for advertising, and it has also beenregistering growth in online advertising despite the recession. Moreover, the US continues tobe the largest market for e-commerce, thereby driving the growth of online advertising sectorin the country as well. In the US, the retail advertisers account for the largest share in onlineadvertising, followed by finance and telecom companies. The automobile sector which usedto be one of the major contributors in online advertising, during recession witnessed a declinein ad spending contribution on account of a weak demand in the country.In the US online ad market, there exist low entry barriers; this has led to the entry of manyplayers in this industry. Geographically, the US continues to be the largest market for onlineadvertising, followed by Europe. There continues to exist scope for online advertising playersto enter the US market, as in the country internet accounts for around 20% of the overallmedia consumption but currently, advertisers have only invested around 7.5% of their budgetin online advertising.The report on “The US Online Advertising Industry” includes a detailed study of the globaladvertising as well as the US online advertising industry. We have also analyzed the industryand its various categories/ segments and trends prevailing in the market. The report alsoincludes the industry, present performance and forecast of its various segments. Additionally,we have discussed cause and effect relationship of macroeconomic and industry factors onthe industry providing the basis for the future outlook.Scope of the Report The report gives a detailed analysis of The US Online Advertising Industry including insights on past market performance, its various segments and their performance, present analyses and future outlook of the industry. The report also discusses the various forms of payment models existing in the industry and it also assesses the growth drivers. The macroeconomic environment is discussed in detail, thereby providing marketers a view regarding the present and future market for their products & services in the country. Discusses the positioning of the industry players and their market share which helps to assess scope for new and existing players.
This research report helps the domestic and international players looking for potential segment in the industry.