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Mobile Advertising and Marketing, 5th Edition

Berg Insight
December 1, 2011
SKU: BRG6734724

Abstract Table of Contents Related Reports

Countries covered: Global

Mobile Advertising and Marketing is the fifth consecutive report analysing the rise of mobile advertising on the global market. This strategic research report from Berg Insight provides you with 160 pages of unique business intelligence and expert commentary on which to base your business decisions.

This report will allow you to:

Identify tomorrow's most profitable advertising opportunities in the mobile space.
Understand the fundamentals of the ad-based mobile media revenue models.
Recognise the key enablers of growth in the mobile advertising market.
Comprehend the relative importance of digital channels compared to other advertising media.
Learn about the experiences of mobile marketing campaigns by top global brands.
Profit from valuable insights about ad-funded business models for mobile operators.

Who should buy this report?

Mobile Advertising and Marketing is the foremost source of information about the status, future trends and technology developments on this market. Whether you are a telecom vendor, mobile operator, advertising agency, investor, consultant or application developer, you will gain valuable insights from our in-depth research.

Additional Information

Executive summary

There are close to 6 billion active mobile subscriptions across the globe, which can be compared with about 2 billion Internet users. This underpins the vast potential of the mobile channel for advertising and marketing, being highly important for brands seeking to engage in communication with present and potential customers. Berg Insight estimates that the total value of the global mobile marketing and advertising market was € 2.61 billion in 2010, having experienced healthy growth throughout the financial crisis and the following recuperation. Growing at a compound annual growth rate of 36.9 percent, the market is forecasted to be worth € 17.2 billion in 2016 - corresponding to 15.2 percent of the total digital advertising market. Mobile advertising is at the same time predicted to account for 3.8 percent of the total global ad spend for all media.

The mobile media has several especially interesting attributes from a marketing perspective. First of all most people have a mobile handset, making reach unmatched. Mobile handsets and networks are also getting increasingly advanced, making it possible to deliver highly compelling advertising experiences, incorporating rich media, video and interactive content. Even more importantly, handsets are extremely personal devices which people tend to always have within reach and most often switched on. This enables marketing possibilities which other channels lack. Consumers can be reached at all times and in all places, which makes the channel stand out of the crowd. The personal nature of the devices makes it possible to deliver messages which are highly relevant for the recipient, taking into consideration demographics, interests, habits and other preferences. Communication having undergone such screening is bound to be much more effective in portraying a brand positively. The ROI of such initiatives can be substantially better than for intrusive campaigns where all consumers are flooded with the same non-personalised message. The mobile channel can in this way avoid the pitfall of unsolicited communication and capture an important role in the future of marketing.

For several years, mobile media has been claimed to be on the verge of entering the array of main media channels for marketing. During the last years, companies have started to leave the experimental stage and deliver full-scale campaigns, gradually including mobile in the marketing media mix. Advertisers include blue chip companies as well as SMEs. Exposure through multiple channels, digital as well as traditional, has proven to generate better outcomes than when channels are used in isolation. This is especially true for the mobile media, being relatively new and therefore bound to benefit from the viral effects created by campaigns spanning several media and generating attention across the population of potential customers.

Numerous actors are engaging in activities related to mobile marketing, including large players from the digital industry. Google and Apple, with the AdMob and iAd advertising platforms, hold major market shares in mobile advertising. Microsoft has struggled in the mobile space and has joined forces with Nokia in an attempt to create a third mobile ecosystem to compete with Google’s Android and Apple’s iOS. A wide variety of other companies are also involved in the value chain, including specialised mobile actors such as Millennial Media, Amobee and Smaato. Facebook is furthermore on the verge of establishing its presence in the mobile advertising space, and may very well become an important player if leveraging user data for targeted mobile campaigns.

There are a number of key takeaways from the latest developments in mobile marketing. The channel is getting established as an integral part of the media mix, a progress which is eased by the booming smartphone adoption and increasing mobile media consumption. Brands do however need to refine their marketing strategies to integrate the mobile channel, in order to spend wisely and capitalise on the potential the mobile channel brings. Operators need to pay attention to the possible changes in the mobile ecosystem, where advertising can be an important future source of revenue. Within the plethora of advertising formats, applications are currently extremely popular, though also the mobile web is seeing increased uptake spurred by HTML5. While advanced formats offer impressive user experiences, the potential in more simple alternatives such as SMS and coupons is however still substantial, not the least due to an unprecedented reach. Finally, the integration of location-sensitivity in advertising efforts is increasing, an area which releases the full potential of the mobile channel.

1 Advertising and digital media: 1.1 The marketing and advertising industry; 1.2 The Internet media channel; 1.3 The mobile media channel
2 Mobile advertising: 2.1 The mobile handset as an advertising platform; 2.2 Advertising on the mobile handset; 2.3 The mobile advertising ecosystem
3 Messaging and mobile marketing: 3.1 SMS and MMS marketing; 3.2 Idle screen and cell broadcast; 3.3 Mobile coupons; 3.4 Proximity-based marketing; 3.5 Case studies
4 Mobile web advertisement: 4.1 Portals; 4.2 News and information; 4.3 Mobile search; 4.4 Communities and social networking; 4.5 Mobile music and video; 4.6 Case studies
5 Ad-funded applications: 5.1 Mobile applications; 5.2 In-app advertising; 5.3 Case studies
6 Forecasts and conclusions: 6.1 Mobile marketing industry analysis; 6.2 Potential market value analysis; 6.3 Market forecasts; 6.4 Final conclusions
7 Company profiles and strategies: 7.1 Top advertising agencies; 7.2 Telecom industry players; 7.3 Digital industry players; 7.4 Mobile advertising players
Glossary
List of Figures: Figure 1.1: Total advertisement expenditure & top spending countries (Worldwide 2010); Figure 1.2: Global advertisement expenditure by medium (Worldwide 2010); Figure 1.3: Top 20 advertisers Worldwide (2010); Figure 1.4: Top 10 advertising agency companies (2010); Figure 1.5: Most popular online activities in the US based on time (May 2011); Figure 1.6: Top 10 US websites (October 2011); Figure 1.7: Online advertisement expenditure by region (Worldwide 2010); Figure 1.8: Online advertising as share of total advertising spend per market (2010); Figure 1.9: Online ad spend by category in the US (2009-2010); Figure 1.10: Online advertisement spending by format in the US (2010); Figure 1.11: Mobile subscriptions by region (Worldwide Q4-2010); Figure 1.12: Top activities done by mobile handset users (December 2010); Figure 1.13: Mobile Internet usage penetration among mobile subscribers (2010); Figure 1.14: Mobile Internet use, smartphone adoption and data plans (US 2010-2011); Figure 1.15: Japanese mobile subscriber statistics (September 2011); Figure 1.16: Mobile penetration rates on major emerging markets (2010); Figure 2.1: User behaviour by phone category (US Q1-2011); Figure 2.2: Performance parameters for different position determining methods (2011); Figure 2.3: Stakeholders in the mobile marketing value chain; Figure 2.4. Examples of mobile ad networks; Figure 3.1: SMS ads - number of receivers and response rates (EU5 September 2010); Figure 3.2: Examples of mobile messaging advertising response types; Figure 3.3: Examples of barcodes; Figure 3.4: QR code usage in the US and EU5 (June 2011); Figure 4.1: Activities done by mobile Internet Users (December 2010); Figure 4.2: Top UK mobile sites - visitors, page views and time (January 2010); Figure 4.3: Top Internet search engines (September 2011); Figure 4.4: Number of subscribers performing mobile search (US 2011); Figure 4.5: Subscribers accessing local mobile content (US January 2011); Figure 4.6: Popular communities (Worldwide 2011); Figure 4.7: Mobile social networking usage in EU5 (July 2011); Figure 4.8: TV, online and mobile video usage patterns - number of users (US Q2-2011); Figure 5.1: Leading mobile app stores (Q3-2011); Figure 5.2: Advantages and disadvantages of handset-based navigation solutions; Figure 5.3: Android, BlackBerry and iPhone turn-by-turn navigation apps; Figure 5.4: View from the Layar application; Figure 5.5: Mobile music behaviour in EU5 and the US (March 2010); Figure 5.6: Major music streaming services in Europe (June 2011); Figure 5.7: Mobile subscribers using location-based check-in services (June 2011); Figure 6.1: Acquisitions in the digital media industry (2010-2011); Figure 6.2: Mobile Internet as share of total Internet traffic (UK 2009-2011); Figure 6.3: Internet statistics on mobile platforms (UK July 2011); Figure 6.4: Comparison of CPM levels by media (2011); Figure 6.5: Typical CPM rates for mobile advertising (2011); Figure 6.6: Typical CPM rates for Internet and mobile advertising (US 1998-2011); Figure 6.7: Mobile advertising sensitivity analysis; Figure 6.8: Total and digital advertising revenues by region (Worldwide 2010-2016); Figure 6.9: Mobile advertising revenues and forecast by region (Worldwide 2010-2016); Figure 6.10: Mobile advertising revenue forecasts for selected markets (2010-2016); Figure 7.1: Top advertising agencies (2010); Figure 7.2: Examples of specialised mobile advertising agencies; Figure 1.1: Total advertisement expenditure & top spending countries (Worldwide 2010); Figure 1.2: Global advertisement expenditure by medium (Worldwide 2010); Figure 1.3: Top 20 advertisers Worldwide (2010); Figure 1.4: Top 10 advertising agency companies (2010); Figure 1.5: Most popular online activities in the US based on time (May 2011); Figure 1.6: Top 10 US websites (October 2011); Figure 1.7: Online advertisement expenditure by region (Worldwide 2010); Figure 1.8: Online advertising as share of total advertising spend per market (2010); Figure 1.9: Online ad spend by category in the US (2009-2010); Figure 1.10: Online advertisement spending by format in the US (2010); Figure 1.11: Mobile subscriptions by region (Worldwide Q4-2010); Figure 1.12: Top activities done by mobile handset users (December 2010); Figure 1.13: Mobile Internet usage penetration among mobile subscribers (2010); Figure 1.14: Mobile Internet use, smartphone adoption and data plans (US 2010-2011); Figure 1.15: Japanese mobile subscriber statistics (September 2011); Figure 1.16: Mobile penetration rates on major emerging markets (2010); Figure 2.1: User behaviour by phone category (US Q1-2011); Figure 2.2: Performance parameters for different position determining methods (2011); Figure 2.3: Stakeholders in the mobile marketing value chain; Figure 2.4. Examples of mobile ad networks; Figure 3.1: SMS ads - number of receivers and response rates (EU5 September 2010); Figure 3.2: Examples of mobile messaging advertising response types; Figure 3.3: Examples of barcodes; Figure 3.4: QR code usage in the US and EU5 (June 2011); Figure 4.1: Activities done by mobile Internet Users (December 2010); Figure 4.2: Top UK mobile sites - visitors, page views and time (January 2010); Figure 4.3: Top Internet search engines (September 2011); Figure 4.4: Number of subscribers performing mobile search (US 2011)

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