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Executive Summary

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EXECUTIVE SUMMARY

New media is an industry that is taking advantage of the new digital technologies available including the Internet, CD-ROM, interactive TV, kiosks and intranets. New media is by definition international as consumers globally can access web pages, with the global Internet community growing at between 50 percent to 100 percent annually.
Initially, the market concentrated on creating website interfaces with content to attract surfers. As the number of websites has grown, so new media companies and clients have sought to improve their content and interactivity in order to better attract consumers. On the one hand this has led to ever more creative graphics and content, as well as incorporating methods of interactivity between consumer and client, and data gathering methods to improve corporate databases.
The growth of advertising on websites with banner adverts and 'click throughs' has led to the development of media buying in cyber space, as well as additional creative work for new media agencies.
New media agencies and the industry in general are growing at a fast pace. Brand strategists now view a web presence as a vital part of the brand's development, and new media designers must be aware of the importance of branding. Industry analyst, Hambrecht & Quist, estimates that by 2005, the market for global web-based consultancy work will be in the region of $50bn, or over £30bn.
It is forecast that the rapid growth of electronic commerce (e-commerce), online advertising and the growing realisation that new media is a crucial component of the wider advertising and marketing industry will drive growth in the industry into the next century.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

MARKET DEFINITIONS

Table 1: The UK Communications Market by Sector (£bn), 1998

Market Size

THE TOTAL MARKET

MARKET SIZE

THE INTERNATIONAL NEW MEDIA INDUSTRY

Table 2: Combined Internet-Related Billings of the UK's Top 50 New Media Agencies (£000), 1997 and 1998

Table 3: UK Retail Sales Through E-Commerce Means (£m), 1996-1998

Table 4: The UK's Top Online Advertisers (£), 1998

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

TRADE ASSOCIATIONS

Competitor Analysis

THE MARKETPLACE

MAJOR PLAYERS

Table 5: Leading UK Internet-Related Billings (£), 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

THE INTERNET

INTERNET UPTAKE

USAGE OF THE INTERNET

WHY COMPANIES DEVELOP WEBSITES

Outside Suppliers to the Industry

INTERNET SERVICE PROVIDERS

SOFTWARE COMPANIES

Current Issues

NEW AGENCIES

THE GROWING DIVISION BETWEEN INDEPENDENTS AND GROUP AGENCIES

INCREASINGLY DEMANDING CLIENTS FIND MORE PROFESSIONAL AGENCIES

INTERACTIVE TV

NEW MEDIA AS CONSULTANCY

THE WEB AS AN ALTERNATIVE TO THE TELEPHONE

WEB TV

Forecasts

INTRODUCTION

FACTORS INFLUENCING THE MARKET

FORECASTS 1999 TO 2003

Table 6: Forecast Combined Internet-Related Billings of the UK's Top 50 New Media Agencies (£000), 1999-2003

Table 7: Forecast Growth in Retail Sales Through Electronic Commerce in the UK, 1999-2003

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HOPPENSTEDT BONNIER INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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Last updated by Jacob van Eldik 19th February 2000