The online advertising market stalled during the dotcom era, but a significant recovery began in 2003 and today online advertising continues to grow. The economic downturn will impact upon this growth over the next couple of years however, with the worldwide sector growing by roughly 8-11% through 2009 and 2010. In contrast, overall  spending across all other advertising mediums was in decline in 2009, by at least 8%. Bj s.zB  
【目录】： EVd2>2A#  
1.  GOOGLE AND GLOBAL INTERNET MEDIA INSIGHTS ..........................................1
1.1  Introduction and analysis  ...........................................................................................1   
1.2  Internet media companies  ...........................................................................................2   
1.3  Key trends for digital media companies .....................................................................3   
1.3.1  Overview of media company activities -  
1.3.2  Search services   
1.3.3  Digital media advertising  
1.3.3.1  Online advertising of key importance to Google
1.3.4  Mobile sector  
1.3.4.1  Media company activity in the mobile space
1.3.5  Home media centres/networking
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1.3.6  The Virtual MSO   
1.3.7  Cloud computing z/!<!6PD  
1.3.8  Are Google, Microsoft and Apple the next utilities in telecoms? EIA; 5E=td  
1.3.9  The developing markets – focus on China
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1.4  Google  ........................................................................................................................10 |OW~a.t{  
1.4.1  Google, Apple and Microsoft in the battle of the giants PzCk  
1.4.2  Google puts its weight behind FttH Hz=E*tb  
1.4.2.1  Asia Pacific fibre deployments – what it means for Google ]RmyO|p  
1.4.3  Google’s other significant activities IS,2g+
  
1.4.3.1  Google TV n? yCim*c  
1.4.3.2  Google Buzz g,'Id>>v  
1.4.3.3  Google Energy _gl),l  
1.4.3.4  Google Chrome browser and OS 0qt%Yl lE  
1.4.3.5  iGoogle 7Wq59|   
1.4.3.6  Google Ventures i:q6`uY<  
1.4.3.7  Google Android K i#+_(  
1.4.3.8  Google PowerMeter ]EG-}|'gj  
1.4.3.9  Google supporting smart grids ?etn jl|s  
1.4.3.10  Mobile image ads from Google [Uz@o/V  
1.4.3.11  Unity submarine cable JvV6eb(u  
1.5  Other issues  ...............................................................................................................17 ,aYe(af  
1.5.1  Copyright HEx.Jfo  
1.5.2  Internet media bypassing the telcos ,`2$.N  
1.5.3  White spaces /+G=&9  
2.  GLOBAL SOCIAL NETWORKS AND ONLINE GAMING TRENDS  .........................20 U n4n  
2.1  Social networks market summary  .............................................................................20 '<|bL\4&  
2.1.1  Mobile social networking []8:L*'k  
2.1.1.1  FaceTime (Kb.gk/0U  
2.2  Social networks market insights  ...............................................................................23 uG=}M  
2.2.1  Social media after the financial crisis @/F1V@[)  
2.2.2  Emerging social media trends 9BQpn6Za@  
2.3  Brief case studies  .......................................................................................................24  BUz  
2.3.1  Facebook eA%tl.W_  
2.3.2  MySpace -0 <'A  
2.3.3  Twitter }zHGy[U  
2.3.4  LinkedIn wwr(7B  
2.3.5  Wikimedia/Wikipedia 5FS9-iw;  
2.4  Online and mobile gaming market  ...........................................................................27 c!Y=<ZN|R  
2.4.1  Online gaming wL+ &!N~  
2.4.2  Mobile gaming Global Digital Media - Online Sector Entertains the World Na<]y7Df5`  
2.4.3  Virtual worlds and social gaming z 3$'!?G  
2.4.4  Online gambling YhV\K{)  
2.4.5  Mobile gambling %
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2.4.6  In-game advertising xD.x}T  
3.  GLOBAL ONLINE VIDEO MEDIA TRENDS  ..............................................................32 V?0za ?  
3.1  The power of online video media  ..............................................................................32 u7isKKx(  
3.1.1  Introduction h2Q|IZ  
3.1.2  Online video media versus IPTV opcJ@g4nK  
3.1.2.1  IPTV *!b|1mo  
3.1.3  Advantages of online video media qHB6*o m  
3.2  Killer applicati*****  .....................................................................................................34 3VL
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3.2.1  Personal video :UwW>0a Z  
3.2.2  Video conferencing and telepresence ^'b+j*p6p  
3.2.3  Video iPods EpsS)R;/  
3.2.4  Internet Video-On-Demand (iVoD) Q#E`+uG:CP  
3.2.4.1  TV shows on the internet /L%<h934  
3.3  Delivery trends  ...........................................................................................................39 z9RkhYGK *  
3.3.1  Streaming content into the home \2<(9eU+s  
3.3.1.1  TiVo and YouTube tie-up Yki HB  
3.3.1.2  Apple TV demolishing telco and broadcasting business models j[fg
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3.3.2  Video Content Delivery Network (CDN) services ]p0Rz`M  
3.3.3  Geo-blocking qIQjyQ$<  
3.4  Online video media statistics and forecasts  ..............................................................42 9co>h&u  
3.5  Background: video streaming and P2P  ....................................................................43 w#Tk!
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3.5.1  Streaming video 3|{Dq   
3.5.2  Peer-to-Peer (P2P) networks hzbsKi2xJ  
3.6  Conclusion: The future of video in telecoms  ...........................................................45 bfl'O#a  
4.  OTHER KEY ONLINE ENTERTAINMENT SERVICES ............................................46 (wbLsB7  
4.1  Digital media and entertainment  ..............................................................................46 5b/NC+o5  
4.1.1  Digital media and entertainment services "'+yVoXF  
4.1.2  Demand for faster networks z2vK%c/T9l  
4.1.3  Unlimited bandwidth is disrupting infrastructure models
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4.1.4  Other general trends P:
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4.2  Key online entertainment services  ............................................................................49 w))lGY  
4.2.1  Adult services H!#q.^U  
4.2.2  Online dating {Z|tt#n  
4.2.3  Music  p"X1[  
4.3  Digital Rights Management (DRM)  .........................................................................52 {pM_u=^  
5.  ONLINE ADVERTISING AND MARKETING TRENDS ............................................53 M<-_Zn  
5.1  Market summary  .......................................................................................................53 [gSV 5p  
5.2  Market insights  ..........................................................................................................55 PR90? ;}wv  
5.2.1  C*****umers will lead the way HDuw 0  
5.2.2  Changes in internet advertising D+I~5 K  
5.2.3  Mobile advertising lXAy&

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5.2.3.1  Advertising on mobile apps %iaB9;_6ow  
5.2.4  Mobile Location-Based Advertising (MLBA) PTAN]0  
5.2.5  TV advertising F}_23~3P  
5.2.6  Hulu btT!'7&  
5.3  Key online advertising categories  .............................................................................59 U+H4%2u 4}  
5.3.1  In-game advertising $~ -)E9+  
5.3.2  Social media advertising Global Digital Media - Online Sector Entertains the World `zH;M8w  
5.3.3  Online video advertising 8 4<HyeJ  
5.3.4  Online search advertising 8JH6B|3]  
6.  IMPACT ON TRADITIONAL MEDIA ..........................................................................63 9>,3Fc=:  
6.1  Market summary  .......................................................................................................63 };>LA  
6.2  Market insights  ..........................................................................................................63 SneW(q;  
6.2.1  From calls to applicati***** kOdm\7Q~  
6.2.2  Expect delays and roadblocks v%>@p8-\  
6.2.3  Fragmentation, c*****olidation, mergers and acquisiti***** MPVx 4:Wx  
6.2.4  Where are the new opportunities? mLTP*0L  
6.2.5  Think international -Zv 02bo  
6.2.6  Media and Telco's adapting business to the new Digital Economy }> rP 13  
6.3  Whatever happened to media convergence?  ............................................................65 >]llH0-  
6.3.1  Convergence substitution tvY* Tw  
6.3.2  New business models for media content required XD2.uL|i"  
6.4  Media companies need to disaggregate and rebuild  ................................................68 &eV.]qzx>  
6.5  TV broadcasters  .........................................................................................................69 k e :33  
6.5.1  Making progress (Zo:h~*  
6.5.2  DVR and advertising 7{PVU $uy  
6.5.2.1  DVRs impact on US TV advertising market `+A5z%1o  
6.6  Radio broadcasters  ....................................................................................................71 @~A s.o  
6.6.1  Digital radio 2
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6.7  Newspaper publishers  ...............................................................................................72 .h<as-<  
6.7.1  Newspaper publishers under pressure 8b[KPf5iL  
6.7.1.1  Print News versus internet in the OECD cXeSs2?  
6.7.2  An interesting venture: Journalism Online 4m.X$f5r1  
6.7.3  The rise of online news paywalls h"BNF
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6.7.4  Murdoch’s denial a death knell for publishers jCt -\
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6.7.5  Digital e-readers |AjMp.t^O  
6.7.5.1  The hype and reality of the iPad FVAD4o:ft  
6.7.6  Brand is key in online media vZWF(b  
6.7.6.1  Rapidly changing online news market P#]kx\X  
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