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. The advertising market is a Dynamic sector overall. Between 2006 and 2007, media advertising spending worldwide rose by 5.2%, all media combined – totalling close to 450 billion USD in 2007. TV and print media continue to dominate the advertising market, accounting for more than three quarters of all advertising investments. "Simply stating that all media are on a growth path masks very different realities for the different media and in the various geographical zones" analyses Florence LeBorgne, Project Manager. Online advertising spending is enjoying a spectacular increase (+32.4% in 2007 compared to 2006), but ad spending on print media (+0.8%) is stagnating. More dire still is the fact that print media and TV are losing ground in the most competitive markets, namely North America and Western Europe.Leer más

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. "The main conditions for change are now becoming established: broadband networks are being deployed, usage is confirmed with new game genres, handsets can now compare with dedicated gaming platforms, publishers are perfecting their editorial strategies and digital distribution services are taking shape" says Laurent Michaud, the report Project Manager. Mixed but promising markets Mixed markets can be explained by differences in culture, usage, taste and language, etc... However, they can also be expressed in terms of the technological differences in advanced telecommunications networks and their deployment, business models that exist between content providers and telecoms operators, development environments and more or less standardised operating systems. 3G, already widespread in Japan and South Korea, is now becoming more available in the form of flat-rate data solutions, opening up the practice of mobile Web browsing. Speeds and rollout of pricing models favour the development of online services and content distribution. Gaming is no exception.Leer más