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Chapter 1: The Evolution of Online Advertising

  • Figure 1.1 : RCA logo, 1920
  • Figure 1. 2: Percentage of U.S. Households Adopting New Technologies
  • The Web’s Early Years
  • Broadband and Beyond
  • Figure 1. 3: HP Pong Banner Ad
  • Figure 1. 4: Integrated Marketing Campaign

Chapter 2: Marketing Knowledge

  • Unique Visitor
  • Figure 2.1 : Top News Sites, November 2005
  • Segmentation
  • Geographic Segments
  • Figure 2.2: Internet Demographics
  • Psychographics Segments
  • Behavioral Segments
  • Knowledge Gained

Chapter 3: Forms of Online Advertising Gaining Prominence

  • Figure 3.1 : Advertising Growth Projections for 2006
  • Standards
  • Banners, Buttons and Skyscrapers
  • Beyond the Banner Ad
  • Interstitial and Rich Media Advertising
  • Content Sponsorships
  • Contextual Ads
  • Ad Platforms
  • Self Serve Ad Platforms

Chapter 4: The Local Competitive Landscape

  • Figure 4.1 : First 10 Years of Household Penetration
  • Figure 4.2: National to Local Ad Ratio, 2005
  • Figure 4.3: Media Segments Competing For Online Advertising, 2005
  • Figure 4.4: Online Advertising Market Shares: Total U.S. Online vs. Local Online
  • Figure 4.5: Share of Local Online Advertising For Largest Newspaper Web Site, by Market Size

Chapter 5: Newspaper Web Site Models

  • Classifieds
  • Multimedia
  • Applications
  • Up-sells
  • Figure 5.1 : Newspaper Sites’ Reliance On Up-Selling Print Advertisers
  • Figure 5.2: Activities of American Adults Online
  • Looking Ahead
  • SMEs

Appendix A: Glossary of Terms

Appendix B: 2006 Online Adverstising Forecast by DMA