U.S. Mobile Advertising and Search Markets

Published by: Frost & Sullivan

Published: Jun. 11, 2007 - 192 Pages

Table of Contents

1 INTRODUCTION TO MOBILE ADVERTISING AND SEARCH MARKET

Mobile Advertising

Introduction

Market Segmentation

Major Market Trends

Summary of Findings and Key Conclusions

2 MARKET TRENDS AND STRATEGIC EVALUATION AND ANALYSIS

On-deck and Off-deck Mobile Advertising

On-deck and Off-deck Mobile Advertising Trends and Implementations

Ad Popularity

Popular Ad Formats

Differentiation for Mobile Advertising Campaigns

Common Differentiation Strategies

On-deck Ad Platform Implementation Models

Hosted and Licensed Implementations

Ad Sourcing Approaches

Different Sources of Mobile Ads

Access Mechanism and Search Result Display Format

Voice and Text with Images

Ad Pricing and Campaign Budgets

Increasing Campaign Budgets

Integration of Online and Mobile Assets

Leverage Online Assets and Relationships for Mobile Advertising

Revenue Shares

Revenue Shares Along Value-chain

Ad Placement Possibilities in On-deck

Ad Placement Positions

Mobile Content Providers as Advertisers

Using Mobile Advertising to Sell Mobile Content

Consumer Expectations

Consumer Expectations from Mobile Advertising

Targeting Models

Ad-targeting Models

Coverage Range and Fill Rates

Inventory Monetization

Some New Ad Possibilities

New Advertising Mechanisms for Mobile

3 TOTAL U.S. MOBILE ADVERTISING AND SEARCH MARKETS

Market Definitions and Overview

Definitions and Overview

Market Dynamics

Market Drivers

Industry Challenges

Demand Analysis and Forecast Methodology

Demand Analysis

Forecast Methodology

Market Revenue Forecasts

U.S. Mobile Advertising and Search Market Revenue Forecasts

4 MESSAGING-BASED MOBILE ADVERTISING MARKET

Introduction to Mobile Messaging-based Advertising

Introduction

Short-code SMS Value Chain

Value-chain

Short-code SMS Applications

Popular Mobile Advertising Campaign Types

Short-code SMS Campaign Operations

Establishing and Running Short-code SMS Campaigns

Major Market Trends

Short-code Availability

Short-code Pricing

CSC Provisioning and Campaign Operations

Revenue Settlements

Market Consolidation and Price Pressures

End User Charges

Market Revenue Forecasts

Market Revenue Forecasts for Messaging-based Mobile Advertising Markets

5 WAP-BASED DISPLAY MOBILE ADVERTISING MARKET

Introduction to WAP-based Display Mobile Advertising Market

Introduction

WAP-based Mobile Advertising Campaign Types

Campaign Types

Campaign Operations

Major Market Trends

Advertisement Formats

Pricing and Campaign Spending

Ad Delivery Process

Revenue Shares for On-deck and Off-deck WAP Display Advertising

Display Advertising within Mobile Search Environment

Fill Rates

Tagged Page Percent

Market Revenue Forecasts

Market Revenue Forecasts for WAP-based Display Mobile Advertising Markets

6 MOBILE VIDEO ADVERTISING MARKET

Introduction to Mobile Video Advertising Market

Introduction

Major Mobile Video Advertising Initiatives

Mobile Video Advertising Examples

Ad-serving Models and Technology

Streaming and Downloads

Major Market Trends

Pricing Model

Advertisement Types

Interactivity with Mobile Video Advertising

Market Revenue Forecasts

Market Revenue Forecasts for Mobile Video Advertising

7 IN-APPLICATION MOBILE ADVERTISING MARKET

Introduction to In-application Mobile Advertising Market

Introduction

Dynamic Mobile Advertisements Delivery

Static Mobile Advertisements and Branded Applications

Major Market Trends

Revenue Model- Pricing and Revenue Shares

Advertisement Formats

Reporting

Ad-sourcing and Ad-delivery Approaches

A Note on On-deck In-application Mobile Advertising

Market Revenue Forecasts

Market Revenue Forecasts for In-application Mobile Advertising

8 MOBILE SEARCH AND OTHER PERFORMANCE-BASED MOBILE ADVERTISING MARKET

Introduction to Mobile Search and Other Performance-based Mobile Advertising Market

Introduction

Mobile Search Revenue Opportunity

Revenue Opportunity with Mobile Search

Major Market Trends

Business and Revenue Model for Advertising Solution Providers

Advertisement Format and Pricing

Client Interface - WAP or Rich Client

Deployment Models

Analytics

What are the Users Searching For?

Market Revenue Forecasts

Market Revenue Forecasts for Search and Other Performance-based Mobile Advertising Markets

9 KEY INDUSTRY PARTICIPANTS

Service Providers; Mobile Operators and Others

4INFO

AdMob Inc.

Amobee Inc.

Crisp Wireless Inc.

Enpocket Inc.

Go2

Google

Greystripe Inc.

Hovr Inc.

InfoSpace Inc.

Ingenio Inc.

JumpTap Inc.

Medio Systems Inc.

Millennial Media Inc.

Mobile Content Networks Inc.

Mobile Phone Applications Inc.

MobiTV Inc.

Sprint-Nextel Inc.

Third Screen Media Inc.

Versaly Entertainment Inc.

VoiceSignal

Yahoo! Inc.

Abstract

This Frost & Sullivan research service titled U.S. Mobile Advertising and Search Markets provides comprehensive analysis of various mobile advertising segments. Detailed market forecasts, discussion of revenue shares and market trends are offered. In this study, Frost & Sullivan's expert analysts thoroughly examine the following markets: mobile messaging, WAP-based display mobile, mobile video, in-application mobile, mobile search, and other performance-based advertising.

This analysis is available through our Mobile & Wireless Growth Partnership Service program. With this program, clients receive industry-leading market research such as this, along with technical and econometric data as well as many interactive features including Analyst Inquiry Time and Client Councils.

Market Sectors

Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:

• Mobile messaging
• WAP
• Mobile video
• Downloadable applications
• Mobile search

Technologies

The following technologies are covered in this research:

• WAP, messaging, display advertisements
• Streaming, downloads and multicasting
• Mobile Internet
• J2ME, BREW

Market Overview

Growing Number of Applications Opens Opportunities for Mobile Advertising

Mobile penetration levels in the U.S. are currently at around 80 percent. This translates into roughly 240 million subscribers reachable anytime, anywhere through their mobile phones. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. "The industry is witnessing a considerable increase in the number of specialized companies that focus on enabling mobile advertising," according to the analyst of the study. "Adoption of mobile advertising by the nation’s largest mobile operators and innovative mobile virtual network operators (MVNOs) is a testament to the perceived potential of the market opportunity."

Leading U.S. mobile operators are already enabling mobile advertising on their networks on a large scale. U.S. mobile operators are expected to work with partners to ad-enable their own inventory as well as third-party inventory listed on-deck. This ad inventory is likely to be sold directly by the mobile operators as well as by their partners, which will lead to pooling of multiple resources and a better penetration into the advertiser segment. As a result, adoption of mobile advertising by leading U.S. mobile operators is a significant development that will be critical to the success of the entire industry.

Collaboration between Mobile Operators and Advertisers Drives the Market

The main channels for mobile advertising are messaging, WAP, mobile video, in-application and performance-based advertising within search, WAP and other environments. Each of these channels is suitable under different circumstances and may even have different type of subscribers. Ad types, pricing models, ad sourcing approaches, and distribution would vary for each mobile advertising channel. In the initial stages, the available inventory could rise faster than the rate at which the inventory is being monetized.

Mobile operators have a wealth of subscriber information that could be leveraged by their ad partners to serve most relevant, customized advertising messages. Off-deck advertising is also targeted, but there are some limitations on aspects such as location determination, gathering demographical information and others. "Better targeting will result in better conversion rates, which also has the potential of increasing the pricing of mobile ads," explains the analyst. "Better results from mobile advertising are expected to further strengthen the case of mobile advertising among leading brands and advertisers."

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