弗曼+2012+-+2011年网络广告收入报告IAB全年业绩.pdf

IAB Internet Advertising Revenue Report An Industry Survey Conducted by PwC and Sponsored by the Interactive Advertising Bureau (IAB) 2011 Full Year Results April 2012 Table of Contents Background 3 Executive summary 4 Detailed findings 5 •  2011 fourth quarter and full year results •  Annual and quarterly trends •  Historical trends •  Industry concentration •  Advertising formats •  Industry category spending •  Pricing models •  Advertising market share by media Appendix 21 •  Definitions •  Survey scope and methodology •  Updates to 2010 full year results for advertising formats •  IAB board officers and directors •  Organization profiles PwC 2 Background About the IAB Internet Advertising Revenue Report Conducted by PricewaterhouseCoopers LLP (“PwC”) on an ongoing basis, with results released quarterly, the “IAB Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and information reported directly to PwC, publicly available online corporate data and information provided by online ad selling companies. The results reported are considered the most accurate measurement of internet/online/ mobile advertising revenues because much of the data is compiled directly from information supplied by companies selling advertising online. All-inclusive, the report includes data reflecting online advertising revenues from Web sites, commercial online services, ad networks, mobile devices, and e-mail providers, as well as other companies selling online advertising. The report is conducted independently by PwC on beh