Online classified advertising - Business needs in the US market : Case: FiareAds web platform
Tulea, Diana (2013)
Tulea, Diana
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013101016005
https://urn.fi/URN:NBN:fi:amk-2013101016005
Tiivistelmä
This Bachelor’s thesis was conducted for Fiare Oy, which offers web platforms for online classified advertising as a service. Fiare Oy intended to grow internationally, develop its US market share and possibly open an office in the US. The objective of this thesis was to shed light on the business needs in the US market and give recommendations for actions to Fiare Oy.
The thesis project started on 4 October 2012 and ended on 17 September 2013. The literature consulted for this study relates to choices in building web platforms for E-commerce and trends in online advertising.
The target group included US local news media companies in the field of online classified advertising. Data was collected between 22 July and 15 August 2013. The data collection method was a quantitative structured telephone interview. 88 persons were contacted and 20 responses received. Data was analysed only in a descriptive manner due to too low a number of interviews for a statistical analysis.
It was found that US local news media companies use commercial web platforms followed by self-built platforms, open source software and PDF files, with 29% of respondents not making profit from online classifieds. The majority of the respondents are currently looking for new web platforms or will need to be looking for one soon. Mobile channels, integration with social media and GEO tracking were the most desired improvements in web platforms for online classified advertising. There was a low level of satisfaction with current revenues and the amount of administrative tasks among respondents.
In conclusion the US market holds opportunities for Fiare Oy. However, the challenge also needs to be faced that the market is currently not very confident in the growth of online classified advertising business in the US.
The thesis project started on 4 October 2012 and ended on 17 September 2013. The literature consulted for this study relates to choices in building web platforms for E-commerce and trends in online advertising.
The target group included US local news media companies in the field of online classified advertising. Data was collected between 22 July and 15 August 2013. The data collection method was a quantitative structured telephone interview. 88 persons were contacted and 20 responses received. Data was analysed only in a descriptive manner due to too low a number of interviews for a statistical analysis.
It was found that US local news media companies use commercial web platforms followed by self-built platforms, open source software and PDF files, with 29% of respondents not making profit from online classifieds. The majority of the respondents are currently looking for new web platforms or will need to be looking for one soon. Mobile channels, integration with social media and GEO tracking were the most desired improvements in web platforms for online classified advertising. There was a low level of satisfaction with current revenues and the amount of administrative tasks among respondents.
In conclusion the US market holds opportunities for Fiare Oy. However, the challenge also needs to be faced that the market is currently not very confident in the growth of online classified advertising business in the US.