The Changing Face of Advertising in the Digital Age is a comprehensive industry report analyzing the changes taking place in the advertising industry. It probes the challenges and opportunities created by digital technologies for the advertising industry, examines new advertising solutions and business models, analyzes consumer uptake, and predicts industry growth patterns and winning solutions.

Table of Contents

The Bottom Line
1.0 Notes on Methodology
  1.1 Consumer Data
  1.2 Definitions
2.0 Overview of Advertising Industry
  2.1 Constituents and Roles of Players
  2.2 Traditional Advertising Channels
  2.3 Ad Spending (1998-2004)
  2.4 Creating Value or Wasting Resources?
3.0 Changing Consumer Habits
  3.1 Do Consumers Really Hate Commercials?
  3.2 Lifestyle Changes and Media Fragmentation
  3.3 A Changing Paradigm: Personal Relevancy vs. Maximum Exposure
  3.4 Interactivity: Where is the Uptake?
4.0 The Rise of the Internet
  4.1 The Internet's Influence on the Advertising Industry
  4.2 Major Internet Ad Formats
  4.3 Viral Marketing in the Internet Age
  4.4 Advertising on Podcasts and Blogs
  4.5 Internet Ad Spending: Growing the Pie or Stealing the Share?
5.0 Digital Technologies: A Disruptive Force
  5.1 The Power of DVR
  5.2 On-demand Platform with Interactive Ads
  5.3 Cellular Technology: New Platform for Advertising
  5.4 Location-based Advertising
  5.5 In-Game Advertising
  5.6 Technology: A Double-edged Sword
6.0 Trends and Critical Issues
  6.1 Industry Trends
  6.2 Seeking the Holy Grail: The Five "W"s
  6.3 Advertising as a Business Model
  6.4 Factors that Impact Ad Spending
Predictions and Implications
  7.1 Advertising Spending Forecast (2005-2010)
  7.2 Prediction of Key Growth Segments
  7.3 Conclusion and Implications

Resource Book
Section I: Consumer Usage of Electronic Devices and Media Consumption Habits
Section II: Consumers' Attitude towards Advertising
Section III: Overview of Advertising Channels
Section IV: Company Profiles-Advertising Technology and Solution Providers
  Captivate Network
  C-Cor Inc.
  DoubleClick
  Double Fusion
  ExtendMedia Inc.
  Gizmondo Europe Ltd.
  Ingenio Inc.
  Macromedia Inc.
  Massive Inc.
  OpenTV Corp.
  Packet Vision Limited
  SeaChange International Inc.
  TiVo Inc.
  Transit Television Network
  WideRay
Section V: Company Profiles-Media Tracking and Reporting Agencies
  Arbitron Inc.
  ComScore Networks
  ErinMedia
  Nielsen Media Research
  Nielsen NetRating
  Rentrak Corporation
Section VI: Company Profiles-Internet Portal and Search Engine Companies
  Ask Jeeves Inc.
  Google Inc.
  InfoSpace Inc.
  MSN Search
  Yahoo! Inc.

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About Parks Associates

Parks Associates is a market research and consulting firm focused on all product and service segments that are "digital" or provide connectivity within the home. We study home networks, digital entertainment, consumer electronics, broadband and Internet services, wireless connectivity, and home systems.