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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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