The global advertising industry is showing definite signs of a recovery, after one of the worst-ever slumps in advertising. Media-buying firms, TV broadcasters and radio and billboard companies are making positive noises about the future. Print advertising looks more promising and several US magazines saw ad pages increase quite dramatically.

The future of the ad industry is not in doubt – things will get better, but only companies that have positioned themselves correctly will be able to capitalize on the upswing. To do this, many firms are looking toward technology as the point of departure for huge returns. The convergence of the Internet with television, the growth of wireless communication, and the increasing use of digital video recorders all offer new avenues and challenges for advertisers. Further consolidation across national borders is also expected as ad firms try to deliver global capabilities in an increasingly competitive market.

Aruvian’s Research’s report on Analyzing the Global Advertising Industry thoroughly explains the global advertising industry by establishing a clear demarcation of the industry components and the top spenders as well as the service providers in the global context. This helps the reader understand the industry in a nutshell overlooking the competitive activity in the industry.

The report also builds a geographical mapping of the major advertising markets worldwide namely the United Kingdom, France, Germany, China, Japan, Canada, Spain, The Netherlands, Italy, Belgium and the United States. In this section, the report explains each of these markets in detail with their commercial characteristics along with the major players which are active in these markets thereby drawing up the overall business picture for advertising in these markets.

The report presents a future outlook for the global advertising industry in order to better equip the researcher with the projected growth variants for this industry.

Key Topics Covered:

A. Executive Summary

B. Profiling the Global Advertising Industry
B.1 Industry Definition
B.2 Industry Synopsis
B.3 Industry Segmentation
B.4 Competition in the Industry
B.5 Understanding the Market Pie

C. Looking at the Major Advertising Markets Worldwide
C.1 Looking at the UK Advertising Market
C.2 Looking at France’s Advertising Market
C.3 Looking at Germany’s Advertising Market
C.4 Looking at China’s Advertising Market
C.5 Looking at Japan’s Advertising Market
C.6 Looking at Canada’s Advertising Market
C.7 Looking at Spain’s Advertising Market
C.8 Looking at Netherlands’ Advertising Market
C.9 Looking at Italy’s Advertising Market
C.10 Looking at Belgium’s Advertising Market
C.11 Looking at the US Advertising Market

D. Major Industry Contributors
D.1 Omnicom Group Inc.
D.2 WPP Group plc
D.3 Interpublic Group of Companies
D.4 Publicis Groupe S.A.
D.5 Dentsu Inc.D.6 Ogilvy & Mather Worldwide

E. Global Advertising Industry: Future Perspective

F. Appendix

G. Glossary of Terms

Companies Mentioned:

Omnicom Group Inc.
WPP Group plc
Interpublic Group of Companies
Publicis Groupe S.A.
Dentsu Inc.
Ogilvy & Mather Worldwide

For more information visit http://www.researchandmarkets.com/research/d984d1/analyzing_the_glob

NEW YORK & SUNNYVALE, Calif. – WPP’s (NASDAQ:WPPGY) GroupM Entertainment and Yahoo! Inc. (NASDAQ:YHOO) announced a partnership to help marketers creatively incorporate their brands into original online programming. The programs will appear exclusively throughout Yahoo!’s network of leading media properties including News, Sports, Finance and Entertainment.

“Marketers need big, ground-breaking ideas that engage and delight consumers, and this partnership with Yahoo! will enable them to create unique high value relationships,” said GroupM Entertainment Worldwide CEO Peter Tortorici, who will administer the partnership for GroupM.

GroupM Entertainment and Yahoo! will work together to identify advertisers, develop creative concepts that map media content with an advertiser’s messaging, and produce the content for each program. Yahoo! will also promote these branded programs to targeted audiences in channels across its network.

“Yahoo! has a keen understanding of what makes our audience click, and this partnership will help advertisers develop deeper connections with our users,” said Joanne Bradford, Yahoo!’s senior vice president, North American revenue and market development. “Furthermore, Yahoo! can continue to build on its successful portfolio of the Internet’s most-watched original programming by tapping into GroupM’s incredible creative development talent.”

Margaret Clerkin, GroupM’s director of digital assets, will assist Tortorici in overseeing the company’s involvement, and Erika Nardini, Yahoo!’s vice president of packaging, will be the representative from Yahoo!.

Both GroupM Entertainment and Yahoo! have extensive experience creating and distributing successful, award-winning programming that provides proven return on investment for their clients.

For example, Yahoo’s TechTicker (http://finance.yahoo.com/tech-ticker), with Scottrade as the advertiser, is the most-viewed business and investing program online averaging more than 350,000 streams per day. Another popular Yahoo! show, Sports Minute (http://sports.yahoo.com/sportsminute), was developed for client Dunkin’ Donuts and averages 175,000 streams per day.

GroupM Entertainment unit Mindshare Entertainment, meanwhile, created In the Motherhood, a series of original webisodes for Mindshare clients Sprint and Unilever’s Suave that was later picked up by ABC Television and developed into the first ever prime time situation comedy to be spun off from an online series developed by a media services agency.

ABOUT GROUPM

GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MediaCom, Mediaedge:cia and MindShare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our shareholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.

ABOUT YAHOO!

Yahoo! attracts hundreds of millions of users every month through its innovative technology and engaging content and services, making it one of the most trafficked Internet destinations and a world class online media company. Yahoo!’s vision is to be the center of people’s online lives by delivering personally relevant, meaningful Internet experiences. Yahoo! is headquartered in Sunnyvale, California. For more information, visit http://pressroom.yahoo.com or the company’s blog, Yodel Anecdotal (http://yodel.yahoo.com).

Monster has been working with MEC in various parts of the world since 2006. Monster’s total marketing spend in 2009 is expected to be approximately $200 million, but the company does not break out media spend.

“MEC has been a valued partner in managing our online and offline media,” said EVP and Chief Global Marketing Officer, Ted Gilvar. “Our needs are evolving however. The rate of change in the media marketplace is unprecedented, and OMD has demonstrated a very different approach to navigating the new landscape that includes integrated strategy, ideas, analytics and digital capabilities.”

Over the past year, Monster has expanded its approach to marketing. In addition to its traditional approach to brand-building and online advertising, Monster has launched several innovative new programs including the Keep America Working tour of 140 career fairs uniting employers with jobs and the people who need them; a first ever competition to become the NFL’s Director of Fandemonium; social media engagement on Facebook and Twitter; and a unique integrated career alliance with Microsoft Office. The company also returned to the Superbowl in 2009, with its “Double Take” spot in support of its re-launched website.

About Monster Worldwide

Monster Worldwide, Inc. (NYSE: MWW), parent company of Monster, the premier global online employment solution for more than a decade, strives to inspire people to improve their lives. With a local presence in key markets in North America, Europe, and Asia, Monster works for everyone by connecting employers with quality job seekers at all levels and by providing personalized career advice to consumers globally. Through online media sites and services, Monster delivers vast, highly targeted audiences to advertisers. Monster Worldwide is a member of the S&P 500 index. To learn more about Monster’s industry-leading products and services, visit www.monster.com. More information about Monster Worldwide is available at http://about-monster.com.

About OMD

OMD is the largest and most innovative media communications specialist in the world, with more than 140 offices in 80 countries. Named Most Creative Agency in the World by The Gunn Report for Media for four consecutive years, OMD also had the distinction of being named 2008 Global Media Agency of the Year by Adweek. The agency network is a unit of Omnicom Group Inc.

Over the past few years, the company’s Global Web Alliance has added a significant number of publishers to target advertisers’ messages to new audiences. Since June 2007, the month prior to WPP Group’s acquisition of 24/7 Real Media, the Global Web Alliance has grown by 55 percent, reaching 142 million unique visitors, or more than 73 percent of all U.S. Internet users.

24/7 Real Media now supports more than 2,000 publishers in its U.S. network. This includes BBN Networks, the world’s largest B2B online advertising network, containing the most highly concentrated and far-reaching collection of B2B targets ever created, which is comprised of leading B2B Publishers such as The McGraw-Hill Companies, Cygnus Business Media, Nielsen Business Media and Reed Business Information. Other top partners in 24/7 Real Media’s Global Web Alliance include Realogy Corporation, United Online and Hoover’s.

This extensive reach enables advertisers to get the most out of 24/7 Real Media’s advanced portfolio of targeting solutions, which includes search retargeting, lifecycle management, retargeting, psychographic and behavioral targeting. With each new destination added to the Global Web Alliance, advertisers can connect with an even larger proportion of their select desired audience.

“It has been exciting to watch the Global Web Alliance grow so quickly, and our advertisers have enjoyed seeing the results of state-of-the-art targeting deployed to nearly three-quarters of all U.S. Internet users,” said Ari Bluman, president of North American sales and operations for 24/7 Real Media. “Our dedication to delivering optimum service and ROI for both advertisers and publishers has continually escalated the benefits for all our partners.”

For more information on the Global Web Alliance, visit www.247realmedia.com

About 24/7 Real Media, Inc.

24/7 Real Media, Inc. a WPP company, is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 18 offices in 12 countries throughout North America, Europe and the Asia Pacific region. For more information, please visit www.247realmedia.com.

24/7 Real Media: The Science of Digital Marketing.

24/7 Real Media is a member of the NAI and adheres to the NAI privacy principles that have been applauded by the FTC. These principles are designed to help ensure Internet user privacy. For more information about online data collection associated with ad serving, including online preference marketing and an opportunity to opt-out of 24/7 Real Media cookies, go to: www.networkadvertising.org.

CAMBRIDGE, Mass. – ChoiceStream, the premier personalization service provider for the world’s largest retail and entertainment brands including Tesco, Overstock.com, Borders, Blockbuster, Yahoo!, and AT&T, today announced the addition of former Yahoo! Chief Data Officer and Executive Vice President, Usama Fayyad,to its Board of Directors, former Yahoo! VP Ads, Cheryl Kellond, to its management team, and former WPP executive, Lauren Reiss Frank, to its Advisory Board. The executives – leading media industry experts in online advertising, data analysis, and digital marketing – will help support the company’s growth and expansion into online advertising, where ChoiceStream will apply its proven personalization technology to delivering a new line of high-performance advertising products.

“With Usama, Cheryl and Lauren on board, ChoiceStream gains a deeply-experienced team of media and industry experts to help guide the company’s expansion into online advertising,” said Steve Johnson, co-founder and CEO of ChoiceStream. “We are bringing our industry-leading technology that’s been powering personalized in-store sales for retailers like Tesco, Borders and Overstock to create a powerful new category of personalized advertising. We have shown that when an ad delivers a personalized message – one that speaks to the needs and interests of the individual consumer – it creates a compelling call to action, with several times the sales performance of non-personalized ads. In 2009, ChoiceStream will prove that personalized display advertising can be a powerful way to drive new business in tough economic times.”

Usama Fayyad, Yahoo!’s former Chief Data Officer and Executive Vice President, joins ChoiceStream’s Board of Directors after having been a customer of ChoiceStream technology at Yahoo! since 2004. Prior to joining Yahoo!, Dr. Fayyad founded Revenue Science, a behavioral targeting ad network and DMX Group, which was acquired by Yahoo! in 2004. Dr. Fayyad brings to ChoiceStream two decades of expertise in data analysis and large-scale systems design and development. At Yahoo!, Dr. Fayyad was in charge of the company’s global data infrastructure, Yahoo!’s data strategy and investments, and the insights and targeting technology that enabled Yahoo! to dramatically increase ad relevance in display and search, as well as increase user engagement. Dr. Fayyad and his team were charged with analyzing the click streams of Yahoo!’s 500 million unique monthly visitors, processing more than 12 Terabytes of data daily, to convert buying habits and response patterns into improved ad performance and content usage. In addition, Fayyad founded and oversaw Yahoo! Research, turning it into the leading internet research lab in new scientific areas, such as community systems, search and information navigation, and computational advertising.

“ChoiceStream has invested nearly a decade in developing the deepest and most comprehensive recommendation and personalization technology I have seen for increasing relevance and user engagement. The application of core personalization to advertising relevance is an exciting development and the results so far have proven to be powerful,” said Usama Fayyad. “My experience and research on clicks and purchases of hundreds of millions of consumers show that the best predictor of a consumers’ future purchases is their prior buying habits, revealing more about what they will be in market for next. I am excited to see Choicestream’s technology for capturing and understanding the commercial events that matter extended from driving personalization and cross-sells to predicting ad relevance and delivering significant revenue increases for retailers.”

Cheryl Kellond also joins the company from Yahoo! and will serve as ChoiceStream’s Senior Vice President of Advertising. Ms. Kellond has strategic and execution responsibility for building the ChoiceStream advertising practice, something she excelled at during her years as Yahoo’s Vice President of Advertiser Product Marketing. In that role, she drove product strategy for search, display and video advertising. She also focused on developing new ad products that helped shift offline budgets online and creating innovative tools for simplifying display advertising for advertisers.

“ChoiceStream’s understanding of shopping data and their proven analytics provide valuable insight into what product a consumer is most likely to buy next and allows the company to generate the click-through rates and sales conversions that display advertisers have been waiting for,” said Cheryl Kellond. “Advertisers will shift their ad spend to the campaigns that deliver the most value and ChoiceStream provides advertisers with a brand new product that uses display advertising’s broad reach and frequency to create new opportunities for consumers to purchase from them. This technology addresses a strong market demand, especially in our current economy, and I look forward to building a successful and innovative advertising business at ChoiceStream.”

In addition to Fayyad and Kellond, Lauren Reiss Frank, currently Director of Marketing and Investor Relations at Value Insight Partners (VIP) is joining ChoiceStream as a member of the Strategic Advisory Board. Prior to her role at VIP, she served as a senior strategy and business development executive for the WPP Group. In that role, she worked on the development of strategy, acquisitions, investments, partnerships and new business opportunities, particularly in the digital marketing and technology areas.

About ChoiceStream, Inc.

ChoiceStream delivers dynamic, personalized product recommendations and display ads that increase purchases and customer engagement for today’s biggest brands, including Overstock.com, Tesco, Borders, Blockbuster, AT&T, and Yahoo!. Recently named the company with the “deepest experience” of the ‘pure-play’ personalization engines” by a leading independent research firm, ChoiceStream enables retailers to put the right content and products in front of the right people at the right time to maximize the value of every interaction with consumers.

The UK Office of Communication, Ofcom (www.ofcom.org.uk), has just reported that online ad spending in the UK reached $5.3 billion. The figure in itself may not tell you much but it represents a huge 40% increase in 2007 from 2006. It now counts for 19% of all advertising across the UK.

Interesting enough, many others anticipated the shift in the ad spending structure and preached that online would, of course, overtake TV sooner or later – but they were wrong in regard to the timing. Take, for example, the “This Year, Next Year” report from GroupM (WPP Group): it predicted that 2009 would be the year of the big swap in the UK and they were wrong for only 2 years.

While this is great news for those of us working in online operations, there are many aspects to consider before jumping to conclusions:

- not all markets develop at the same pace, the Brits may have ditched TV ads for online but for now it’s just them;
- intensified competition in the online sector could likely lead to lower CPMs and lower profit margins;
- same competition will force content owners and networks to develop increasingly sophisticated ad products and user-targeting capabilities, in an attempt to make the most of their monetization opportunities;
- in-group and/or in-network cannibalization.

Resources: Ofcom Communications Market Reports ; GroupM Publications.

The move is the most recent in a series of digital acquisitions and deals from Aegis Group, and will provide Aegis Media with the means to manage, optimise and measure all forms of online advertising, particularly rich media advertising (Bluestreak’s specialty). The plans are to integrate the newly-acquired ad serving technology into Isobar – Aegis’ digital network, which includes Carat Fusion.

There’s no doubt that the data collected through Bluestreak’s ad serving platform will have a further use in developing future product offerings, probably focusing on demographic and behavioral targeting.

Aegis pais $12.5 million for Bluestreak, which some analysts interpret as a very good deal – Bluestreak has extensive expertise in developing rich media solutions, a very sought-after commodity. Google purchased DoubleClick for an impressive $3.1 billion, while Microsoft shed no less than $6 billion for aQuantive. Agencies groups have also entered the ad serving game, the most notable one being WPP Group’s acquisition of 24/7 Real Media for $64 million.
“Ad serving is in the spotlight right now,” Aegis CEO Robert Lerwill said in a statement. “We believe the combination of media and ad serving is the most interesting of all. While we will continue to work with other industry ad servers, owning our own technology in-house will give us a step change in product development across both search and display.”

No word yet as to Aegis entering the video ads world but, giving the current speed of developments, such a move can’t be too far down the road.