Starting with an exploration of the advertising market’s classic characteristics and organisation, the way it operates and its objectives, IDATE presents the new forms of advertising that are emerging, provides analysis of the assets inherent in the new advertising platforms that are Web 2.0 and mobile, and takes a look at traditional media’s reaction to market changes and their ability to adapt. Also included are market development forecasts for each medium.

A global market expected to reach 6.5 billion EUR in 2012

In five years time, video gaming will be one of the most sought-after applications for mobile phone owners.

In 2012, sales from video game downloads should generate revenues of 3.3 billion EUR in the three largest video game markets (Europe, United States and Japan), and 6.5 billion EUR worldwide.