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The Evolution of Advertising Driven by the Surging Online and Mobile Movement

The Evolution of Advertising Driven by the Surging Online and Mobile Movement


The Evolution of Advertising Driven by the Surging Online and Mobile Movement DigitalMediaStocks - Yahoo!, MGN Technologies and CanWest Global Communications Look to the Growing Opportunities in Online and Mobile Advertising DigitalMediaStocks July 2006 The world of traditional advertising is being turned on its head, as the benefits of going online and going mobile continue to prove fruitful for advertisers. With the growth of online usage, the rising popularity of online communities and the increase in mobile products and services, advertisers are finding new audiences and growing opportunities in online and mobile markets. Online giant Yahoo! Inc. (Nasdaq: YHOO), gaming developer and marketer MGN Technologies Inc. (OTCBB: MGNLF) doing business as Mobile Gaming Now, and international media company CanWest Global Communications Corp. (NYSE: CWG), look to evolving online and mobile advertising avenues as part of their business strategy. According to the PricewaterhouseCoopers "Global Entertainment and Media Outlook: 2006-2010", global advertising will reach $521 billion in 2010 up from $385 billion in 2005. In addition, the report indicates that online advertising is expected to comprise close to 10 percent of global advertising in 2010, supporting PwC's statement that, "Globally, the Internet will be the fastest-growing segment during the next five years." From the growth of online users, a new era in advertising has emerged changing the way that businesses increase their level of exposure. Online advertising has been transformed as it builds on the momentum of Internet growth and taps into the revenue once dominated by print media. Alongside this shift, companies are transforming the way they advertise to meet the demographics of online users. As a result, new avenues are being pursued through the rise of online and mobile gaming, new website strategies are being seen as creative ways to target consumers, and new technological innovations have opened the doors for numerous experiments in establishing eye-catching and relevant online marketing strategies. Given the sheer power that print advertising has demonstrated in the past, the online and mobile environment could prove explosive in light of these growing opportunities. In-Game Advertising: An indication of the evolution of advertising is seen in the growth of in-game advertising. Gaming offers a growing avenue for a variety of advertisers to market to specific demographics, presenting new audiences and new opportunities for increased exposure and visibility of products and services. Companies such as MGN Technologies Inc. (OTCBB: MGNLF), a gaming software developer and marketer focused on the casino gaming market, are currently working to take advantage of this new direction. For Mobile Gaming Now this entails devising strategies of working with land based casinos to bring their brands into the portable hand-held gaming and online markets through skill and sweepstake games. CEO Mark Jensen reports, "Capitalizing on the captive audience land based casinos have, we enable these casinos to extend their brands by operating their brand of games 24/7 online and on hand-helds, versus solely at the casino locations themselves. We are nearing the signing of our first letters of intent to work with land-based casinos. We've been focusing on tier 1 and 2 casinos in Nevada. Our target market is casinos with a hotel and more than 50 employees." Chad Bartley, Senior Research Analyst for Pacific Crest Security's Interactive Services & Technology division, comments that, "MSN's purchase of Massive, a video game advertising network, is a clear indication that this market is for real. One major reason is that this new network provides access to the elusive young male demographic." The opportunities for companies expanding into these online networks, hosted and often sponsored by advertisers is growing and a rapid pace. Massive Incorporated, whose main business is bringing together advertisers, gamers and developers, claims that, "By aggregating the largest audience of gamers and providing real time delivery of advertising across top-selling video games, we can provide publishers and developers $1-$2 profit per unit shipped for their titles." The Online Movement: The web is currently switching up the game plan for advertisers, it is increasingly becoming evident that as online spending continues to escalate, companies have increased this presence overall. According to a recent study issued by the Online Publishers Association, entitled "A Day in the Life: An Ethnographic Study of Media Consumption, " the daily reach of web based media has increased from 10% to just above 60% in 2005, over a 10 year period. During the course of this movement, competition between top brands is increasing for sites which offer peak exposure. Mobile Gaming Now's Mark Jensen explains, "Online research has changed the way companies operate today. The Internet provides an extensive amount of information for companies to learn about their clients." CanWest Global Communications Corp. (NYSE: CWG) President, Interactive and Business Integration, CanWest MediaWorks Inc. Arturo Duran commented that within this realm, they have been, "particularly successful in bringing large-scale advertisers to the web, in packages that typically include TV, print and online. Air Canada (TSX: ACE.RV), L'Oreal, GM (NYSE: GM), and Sears (TSX: SCC) are just some examples." Duran says that Sears is a great case study, in which their aim has been "to promote the launch of their new online shopping platform." Duran says that, "Sears engaged the entire Canada network in what we call a 'road block, ' purchasing every available ad space on the network. GM, in addition to buying traditional display advertising, has sponsored special content such as the CanSpell microsite and areas on driving.ca." Search companies are seeing a shift in online advertising strategies. Nissa Anklesaria, Director of Communications for Yahoo! Inc. (NASDAQ: YHOO) commented that, "We're very pleased with the continued growth of Yahoo!'s overall ad business, which includes graphical and sponsored search advertising. On the graphical side, we are seeing a shift in some key categories which previously were based in transactions and are now moving to brand building. A great example is financial services, which as a category, has moved more toward brand-building over time. This is very encouraging for the category overall." With this increased interest in display advertising, Chad Bartley says that currently, "we are seeing a modest slowdown in paid search growth and a slight acceleration in display and graphic ads. We expect display advertising to be the biggest growth driver going forward. This will be driven by traditional brand advertisers coming online, as well as the fact that there is much more available inventory for display ads. Further, broadband adoption allows for richer, more engaging ads, such as video, and should help drive growth and shift toward display type ads. As a result, portals, vertical sites, branded content sites should continue to take their share of budgets going to the Internet." At CanWest Global Duran has said, "since the re-design and re-launch of the Canada network, sell-out rates across the network are at their highest levels ever - we're virtually sold out on most areas of the site, in particular some or our 'hottest' areas are automotive, health, entertainment and travel." In this light, since the company has seen an increase in display ads, Duran says that, "Overall, revenue on just the national portion of our ad sales has doubled over the past couple of years." The Power of Online Communities: Through sites such as MySpace, the online 'social-networking' website, which attracts a wide-ranging audience of users, which are ever increasing in their popularity, the target demographic basically delivers itself. Through these sites, users virtually profile themselves, along with their interests, making it relatively easy to see which products might work in terms of ad space. "Chat rooms and forums are unique to the Internet and provide a wealth of information for companies that truly want to learn what their customers are saying, " explains Jensen. Already, major brands such as Walt Disney Co. (NYSE: DIS) and Pepsi-Cola (NYSE: PBG) have reportedly secured deals with MySpace. The allure for major advertisers to join forces with these websites which attract a target demographic of users, presents a strong pull that cannot easily be ignored. Along a similar route, Bolt Media, a private company who says they have committed to "creating and managing some of the most popular youth-oriented sites online, " also recently signed deals with Toyota Motor Sales USA and Proctor and Gamble (NYSE: PG ) to create 'microsites.' As a Company, Bolt says they target "tweens and younger teens. Organized around three core hubs - games, pop culture, and self-discovery, Bolt enables young people to create content, meet people, and play games in a safe, no pressure, and age-appropriate environment." So far the Company says they have a total of 10 million members in their online community and with this kind of public forum resting at their finger tips, advertisers continue to knock at the door. The Move to Mobile: Yahoo! Inc., though well known for its online search and suite of services such as Yahoo! Search, Yahoo! Mail, Yahoo! Messenger, Yahoo! Photos and Yahoo! Movies, also has their eye on the opportunities that accompany growth in mobile markets. In terms of how the Company evaluates the mobile industry Anklesaria comments, "we see the mobile market as an exciting opportunity to make it easier for our Yahoo! users to take our services with them on the go. Yahoo!'s mobile services also allow us to reach millions of consumers around the world who may not own or have access to a personal computer with an Internet connection. Mobile phones already outnumber personal computers globally, with approximately 2 billion mobile phones and less than 1 billion PCs in consumer's hands." The mobile market, both in the U.S. and globally is currently seen to be expanding. A report recently released by Mindbranch Inc. has confirmed that overall, "mobile handset sales continue to grow worldwide, going up from 482.5 million in 2003 to 816.5 million in 2005." While mobile advertising is still in its infancy with the growing number of users, the surge in mobile content and the continually evolving technology this arena holds great promise for advertisers. As technology continues to evolve and create new advertising and marketing opportunities, companies are able to stretch the boundaries once set by traditional advertising. As we move forward into new forms and strategies for advertising, we will inevitably experience an intensified focus on the online and mobile world, whether it is through high traffic web sites, search or entertainment forums such as gaming, we will see advertisers continuing to transform and expand their business models. As we see these technologies change to meet the social and business networking demands of their users, so will companies continue to spot the opportunities for them to tailor their ads, to meet their clients' interests. DigitalMediaStocks (DMS), a portal within the InvestorIdeas content umbrella, does not make recommendations, but offers investors research, news and links to public companies within the digital media sector. InvestorIdeas Disclaimer: InvestorIdeas About/Disclaimer.asp InvestorIdeas About/Disclaimer.asp, _Copyright InvestorIdeas 2006
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