在线广告行业-毕业论文外文翻译

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1、外文文献TheOnlineAdvertisingIndustryAdvertisingdeliveredovertheinternet一"onlineadvertising^一hasbecomeasignificantsourceofrevenueforweb-basedbusinesses.Fifty-sixofthetop100websitesbasedonpageviewsinFebruary2008presentedadvertising;these56accountedfor86percentofthetotalpa

2、geviewsforthese100sites.Twenty-sixofthese56sites,accountingfor77percentofallpageviewsforthetop100sites,likelyearnmostoftheirrevenuefromsellingadvertising.Advertisingisasignificantsourceofrevenueformanyofthesmallersitesincludingonessuchasblogsthatoccupythelong-tailof

3、theweb.Onlineadvertisingisalsocentraltothe$34billione-commerceeconomy,whichisbecominganeverlargerportionofoverallcommerce.Web-basedsellersuseonlineadvertisingtodriveconsumersdirectlytotheirsiteswheretheycanbrowseforgoodsandservicesandpurchasethemwithafewclicks.Onlin

4、eadvertisingaccountedfor8.8percentofalladvertisingintheUnitedStatesin2008.Thatshareisexpectedtogrowaspeoplespendmoretimewithnewonlinemediasuchassocialnetworkingandsitesthatofferuser-generatedcontent;asmoretraditionalmediasuchastelevisionistransmittedovertheinternet;

5、andasmoreadvertisingisdeliveredtobrowser-enabledmobilephones.Internet-basedadvertisingisthesourceofa“galeofcreativedestruction^.thatissweepingacrosstheadvertisingandmedialandscape,especiallyintheUnitedStates.Newspapers,particularly,arelosingreadersandadvertiserstowe

6、bmediasupportedbyonlineadvertising.Thathasleadtoadownwardspiralasindirectnetworkeffectsworkinreverse.ThemarketcapsofthemajorpubliclytradednewspaperbusinessesintheUnitedStatesdeclinedby42percentbetweenJanuary2004andAugust2008,comparedtoa15.6percentincreasefortheDowJo

7、nesIndustrialaverageoverthatsametimeperiod.Withtheadditionalpressureofthefinancialcrisis,newspapersinseveralmajorcitiesincludingDenverandSeattlehavecloseddownandothersincludingtheNewYorkTimesareindistress.Moregenerally,onlineadvertisingisdisruptingallaspectsoftheglo

8、baladvertisingindustry,whichhadestimatedrevenuesof$625billionin2007,fromhowcreativeworkisdone,tohowadvertisingcampaignsarerun,andtohowadve