Mobile Advertising: Delivery Channels, Strategies & Forecasts 2008-2013

Published by: Juniper Research Limited

Published: Apr. 1, 2008 - 167 Pages

Table of Contents

Executive Summary

Introduction

Mobile Advertising Channels

Market Drivers and Constraints

The Market for Mobile Advertising

1. The Opportunity for Mobile Advertising

1.1 Introduction

1.2 Types of Advertising

1.3 Mobile Advertising Channels

1.3.1 SMS Advertising

i. Types of Messaging Services

a. Mobile-Originated SMS

b. Mobile-Terminated SMS

ii. SMS Advertising Campaigns

a. Flytxt: SMS Pioneer

iii. The Development of SMS-Based Campaigns: Limbo, Clinton and Obama

1.3.2 Multimedia Messaging Service (MMS) Advertising

i. MMS Services

ii. MMS as an Advertising Channel

a. MMS Response Mechanisms

- Message-Based Responses

- Call-Based Response

- WAP Landing Page Based Response

iii. MMS Campaigns

1.3.3 In-Content Download Advertising

iv. In Game Advertising Campaigns: oneSearch

1.3.4 On-Portal Advertising

i. Banner Advertising

a. Banner Standardisation

ii. Mobile On-Portal Search

Figure 1.1: Basic Search Engine Architecture

1.3.5 Mobile Internet Advertising

1.3.6 Idle Screen Advertising

i. Idle Screen Campaign: Honda

1.3.7 Mobile TV and Video Advertising

i. Mobile TV Advertising Campaigns: MobiTV and Saw III

1.4 Cost Models

1.5 The Demand for Mobile Advertising

2. Drivers and Constraints

2.1 Key Drivers of Mobile Advertising Services

2.1.1Personal

2.1.2 Increasing Mobile and 3G Penetration

2.1.3 Improvements in Handsets

2.1.4 Opt-In

2.1.5 Frequency Capping

2.1.6 Advanced Targeting

2.1.7 Response Rates

2.1.8 Instant Measurement

2.1.9 Value for Money

2.1.10 The Walls Are Coming Down

2.1.11 The Growth of Mobile Social Networking and Web 2.0

Table 2.1 Web 1.0 vs. Web 2.0, Services and Products

2.1.12 Incremental Associated Revenues

2.2 Constraints on Mobile Advertising Growth

2.2.1 Privacy

2.2.2 The User Interface

2.2.3 Handset Limitations

2.2.4 Cost of Data Services

Table 2.2: UK Operator Data Prices ($), March 2008

2.2.5 Reach

2.2.6 Need for Converged, Planned Campaigns

2.2.7 Relevance

2.2.8 Lack of Inventory

2.2.9 Reduction in Perceived Value of Content

2.2.10 Advertising Overload

2.2.11 Spam

3. Regulation

3.1 National Regulation

3.1.1 National Legislation Pertaining to Mobile Services, Mobile Advertising

i. PhonepayPlus

3.2 Pan-European Legislation

3.2.1 Directive 95/46/EC: Processing Personal Data and the Protection of Privacy

3.2.2 The E-Commerce Sector Data Protection Directive (2002/58/EC)

3.2.3 The Data Retention Directive (2006/24/EC)

3.2.4 The Distance Selling Directive (97/7/EC)

3.2.5 The E-Money Directive

3.2.6 National Implementation of EU Directives

3.3 Mobile Content Self-Regulation

3.3.1 The UK

3.3.2 The US

3.3.3 South Africa

3.4 Advertising Self-Regulation

3.4.1 North America

i. Advertising Standards Canada

3.4.2 Western Europe

i. Advertising Standards Authority (the UK)

3.4.3 Eastern Europe

i. Romanian Advertising Council

3.4.4 Indian Sub Continent

i. Advertising Standards Council of India (ASCI)

3.4.5 Rest of Asia-Pacific

i. Advertising Standards Bureau (Australia)

3.4.6 Middle East and Africa

i. Advertising Standards Authority (ASA) of South Africa

3.4.7 International

i. European Advertising Standards Alliance (EASA)

3.4.8 Mobile Advertising Self-Regulation

i. Mobile Marketing Association (MMA)

4. The Mobile Advertising Value Web

Figure 4.1: Mobile Advertising Value Web

4.1 Brands

Table 4.1: Selected Major Brands, In-Content and Display Advertising Placements, 2007

4.2 Mobile Advertising Agencies, Campaign Management

4.2.1 4th Screen Advertising

Figure 4.2: MPression Screen Shot

4.2.2 Buongiorno Marketing Services

4.2.3 Nokia Ad Business

4.3 The Search Engines

4.3.1 Google

Table 4.2: Google Revenue and Net Income ($m) Growth 2002-2007

i. Technology & Products

ii. Google Mobile

Figure 4.3: Google Mobile Search Initial Screen

iii. Google AdSense

iv. Android

4.3.2 Yahoo!

Table 4.3: Yahoo! Revenue and Net Income Growth ($m), 2002-2007

i. Yahoo! Mobile

4.3.3 JumpTap

4.3.4 minfo

4.4 Mobile Advertising Networks

4.4.1 Ad Infuse

4.4.2 AdMob

Figure 4.4: Share of AdMob Ad Requests by Geography, January 2008 (2.5 bn Impressions)

4.4.3 Fluc

4.4.4 Greystripe

4.4.5 IMImobile

Figure 4.5: DaVinci system Architecture

Figure 4.6: Ad-Ring Architecture

4.4.6 Mobile Content Networks (MCN)

4.4.7 MobVision

4.4.8 Quattro Wireless

Figure 4.7: Quattro Wireless GetMobile Platform Architecture

4.4.9 Third Screen Media

4.5 Application Providers

4.5.1 Action Engine

4.5.2 AditOn

Figure 4.8: AditOn Solution

4.5.3 Amobee

4.5.4 Bango

4.5.5 Celltick

4.5.6 Flytxt Neon

4.5.7 GoldSpot Media

4.5.8 innerActive Smart Media

Figure 4.8: In Game Advertising Using innerActive Solution

Figure 4.9: Instant Messaging Product Placement using innerActive Solution

4.5.9 mobile-worx

4.5.10 Mobixell

4.5.11 Rhythm New Media

4.5.12 Smaato

4.5.13 Wapple

4.6 MVNOs

4.6.1 Blyk

4.6.2 Virgin Mobile

4.7 Network Operators

4.7.1 Vodafone

4.4.2 3 UK

4.7.3 Telefónica O2 Europe

5. The Market for Mobile Advertising

5.1 Forecast Definitions and Methodology

5.1.1 Forecast Definitions

5.1.2 Forecast Methodology

Figure 5.1: Forecast Methodology

5.2 Growth of the Cellular Market

5.2.1 Global Cellular Subscriber Market Forecasts

Figure 5.2: Cellular Subscriber Growth (m) by Region, 2006-2013

Table 5.1: Cellular Subscriber Growth (m) by Region, 2006-2013

5.3 Regional Mobile Advertising Forecasts

Figure 5.3: Total Mobile Adspend ($m), by Region, 2008-2013

Table 5.2: Total Mobile Adspend ($m), by Region, 2008-2013

5.4 Mobile Advertising Forecasts by Channel

Figure 5.4: Total Mobile Adspend ($m), by Channel, 2008-2013

Table 5.3: Total Adspend ($m), by Channel, 2008-2013

6. SMS Advertising Forecasts

6.1 Recipients of SMS Advertising

Table 6.1: Proportion of Subscribers (%) who Receive SMS Advertising, by Region, 2008- 2013

Figure 6.1: Number of Subscribers (%) who Receive SMS Advertising, by Region, 2008- 2013

Table 6.2: Number of Subscribers (%) who Receive SMS Advertising, by Region, 2008- 2013

6.2 SMS Advertising Responses

Table 6.3: Proportion of Mobile Subscribers (%) Receiving SMS Advertising who Respond, by Region, 2008-2013

Figure 6.2: Number of Mobile Subscribers (%) Receiving SMS Advertising who Respond, by Region, 2008-2013

Table 6.4: Number of Mobile Subscribers (m) Receiving SMS Advertising who Respond, by Region, 2008-2013

Figure 6.3: Average Number of User Responses per Year to SMS Advertising, by Region, 2008-2013

Table 6.5: Average Number of User Responses per Year to SMS Advertising, by Region, 2008-2013

Figure 6.4: Total Number of User Responses per Year (m) to SMS Advertising, by Region, 2008-2013

Table 6.6: Total Number of User Responses (m) per Year to SMS Advertising, by Region, 2008-2013

6.3 SMS Advertising Revenues

Table 6.7: Average SMS Advertising Cost per Click-through Rates, by Region, 2008-2013

Figure 6.5: Total Advertising Expenditure ($m) on SMS Advertising, by Region, 2008-2013

Table 6.8: Total Advertising Expenditure ($m) on SMS Advertising, by Region, 2008-2013

7. MMS Advertising Forecasts

7.1 Recipients of MMS Advertising

Table 7.1: Proportion (%) of Mobile Handsets Able to Receive MMS Advertising, by Region, 2008-2013

Table 7.2: Proportion (%) of 2.5G/3G Subscribers who Receive MMS Advertising, by Region, 2008-2013

Figure 7.1: Number of Subscribers (m) who Receive MMS Advertising, by Region, 2008- 2013

Table 7.3: Number of Subscribers (m) who Receive MMS Advertising, by Region, 2008- 2013

7.2 MMS Advertising Responses

Table 7.4: Proportion (%) of Mobile Subscribers Receiving MMS Advertising who Respond, by Region, 2008-2013

Figure 7.2: Number of Mobile Subscribers (m) Receiving MMS Advertising who Respond, by Region, 2008-2013

Table 7.5: Number of Mobile Subscribers (m) Receiving MMS Advertising who Respond, by Region, 2008-2013

Figure 7.3: Average Number of User Responses per Year to MMS Advertising, by Region, 2008-2013

Table 7.6: Average Number of User Responses per Year to MMS Advertising, by Region, 2008-2013

Figure 7.4: Total Number of User Responses per Year (m) to MMS Advertising, by Region, 2008-2013

Table 7.7: Total Number of User Responses per Year (m) to MMS Advertising, by Region, 2008-2013

7.3 MMS Advertising Revenues

Table 7.8: Average MMS Advertising Cost-Per-Click-through Rates, by Region, 2008-2013

Figure 7.5: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013

Table 7.9: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013

8. In-Content Download Advertising Forecasts

8.1 Recipients of In-Content Download Advertising

Table 8.1: Proportion (%) of Users who Receive In-Content Download Advertising, by Region, 2008-2013

Figure 8.1: Number of Subscribers (m) who Receive In-Content Download Advertising, by Region, 2008-2013

Table 8.2: Number of Subscribers (m) who Receive In-Content Download Advertising, by Region, 2008-2013

8.2 In-Content Advertising Download Responses

Figure 8.2: Average Number of Downloads per User per Year of Mobile Content Containing Advertising, by Region, 2008-2013

Table 8.3: Average Number of Downloads per User per Year of Mobile Content Containing Advertising, by Region, 2008-2013

Figure 8.3: Annual Number of Mobile Content Downloads (m) Containing Advertising, by Region, 2008-2013

Table 8.4: Annual Number of Mobile Content Downloads (m) Containing Advertising, by Region, 2008-2013

Table 8.5: Response Rates (%) to In-Content Download Advertising, by Region, 2008-2013

Figure 8.4: Total Number of Responses (m) to In-Content Download Advertising, by Region, 2008-2013

Table 8.6: Total Number of Responses (m) to In-Content Download Advertising, by Region, 2008-2013

8.3 In-Content Download Advertising Revenues

Table 8.7: Average In-Content Download Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013

Figure 8.5: Total Advertising Expenditure ($m) on In-Content Download Advertising, by Region, 2008-2013

Table 8.8: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013

9. On-Portal Advertising Forecasts

9.1 Recipients of On-Portal Advertising

Table 9.1: Proportion (%) of Mobile Handsets Able to Receive On-Portal Advertising, by Region, 2008-2013

Figure 9.1: Number of Subscribers (m) who View On-Portal Advertising, by Region, 2008- 2013 (%)

Table 9.2: Number of Subscribers (m) who View On-Portal Advertising, by Region, 2008- 2013 (%)

9.2 On-Portal Advertising Responses

Table 9.3: Proportion (%) of Mobile Subscribers Viewing On-Portal Advertising who Respond, by Region, 2008-2013

Figure 9.2: Number of Mobile Subscribers (m) Viewing On-Portal Advertising who Respond, by Region, 2008-2013

Table 9.4: Number of Mobile Subscribers (m) Viewing On-Portal Advertising who Respond, by Region, 2008-2013

Figure 9.3: Average Number of User Responses per Year to On-Portal Advertising, by Region, 2008-2013

Table 9.5: Average Number of User Responses per Year to On-Portal Advertising, by Region, 2008-2013

Figure 9.4: Total Number of User Responses per Year (m) to On-Portal Advertising, by Region, 2008-2013

Table 9.6: Total Number of User Responses per Year (m) to On-Portal Advertising, by Region, 2008-2013

9.3 On-Portal Advertising Revenues

Table 9.7: Average On-Portal Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013

Figure 9.5: Total Advertising Expenditure ($m) on On-Portal Advertising, by Region, 2008- 2013

Table 9.8: Total Advertising Expenditure ($m) on On-Portal Advertising, by Region, 2008- 2013

10. Mobile Internet Advertising Forecasts

10.1 Recipients of Mobile Internet Advertising

Table 10.1: Proportion (%) of Subscribers who Browse the Mobile Internet, by Region, 2008-2013

Figure 10.1: Number of Subscribers (m) who Browse the Mobile Internet, by Region, 2008-2013

Table 10.2: Number of Subscribers (m) who Browse the Mobile Internet, by Region, 2008- 2013

10.2 Mobile Internet Advertising Responses

Table 10.3: Proportion (%) of Mobile Internet Users who Respond to Mobile Advertising, by Region, 2008-2013

Figure 10.2: Number of Mobile Internet Users (m) who Respond to Mobile Advertising, by Region, 2008-2013

Table 10.4: Number of Mobile Internet Users (m) who Respond to Mobile Advertising, by Region, 2008-2013

Figure 10.3: Average Number of User Responses per Year to Mobile Internet Advertising, by Region, 2008-2013

Table 10.5: Average Number of User Responses per Year to Mobile Internet Advertising, by Region, 2008-2013

Figure 10.4: Total Number of User Responses per Year (m) to Mobile Internet Advertising, by Region, 2008-2013

Table 10.6: Total Number of User Responses per Year (m) to Mobile Internet Advertising, by Region, 2008-2013

10.3 Mobile Internet Advertising Revenues

Table 10.7: Average Mobile Internet Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013

Figure 10.5: Total Advertising Expenditure ($m) on Mobile Internet Advertising, by Region, 2008-2013

Table 10.8: Total Advertising Expenditure ($m) on Mobile Internet Advertising, by Region, 2008-2013

11. Idle Screen Advertising Forecasts

11.1 Recipients of Idle-Screen Advertising

Table 11.1: Proportion (%) of Subscribers who Receive Idle Screen Advertising, by Region, 2008-2013

Figure 11.1: Number of Subscribers (m) who Receive Idle-Screen Advertising, by Region, 2008-2013

Table 11.2: Number of Subscribers (m) who Receive Idle Screen Advertising, by Region, 2008-2013

11.2 Idle Screen Advertising Responses

Table 11.3: Proportion of Mobile Subscribers (%) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013

Figure 11.2: Number of Mobile Subscribers (m) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013

Table 11.4: Number of Mobile Subscribers (m) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013

Figure 11.3: Average Number of User Responses per Year to Idle Screen Advertising, by Region, 2008-2013

Table 11.5: Average Number of User Responses per Year to Idle Screen Advertising, by Region, 2008-2013

Figure 11.4: Total Number of User Responses per Year (m) to Idle Screen Advertising, by Region, 2008-2013

Table 11.6: Total Number of User Responses per Year (m) to Idle Screen Advertising, by Region, 2008-2013

11.3 Idle Screen Advertising Revenues

Table 11.7: Average Idle Screen Advertising Cost-Per-Click-through Rates ($), by Region, 2008-2013

Figure 11.5: Total Advertising Expenditure ($m) on Idle Screen Advertising, by Region, 2008-2013

Table 11.8: Total Advertising Expenditure ($m) on Idle Screen Advertising, by Region, 2008-2013

12. Mobile TV Advertising Forecasts

12.1 Broadcast Mobile TV Advertising Forecasts

Figure 12.1: Number of Mobile Broadcast TV Subscribers, by Region, 2008-2013

Table 12.1: Number of Mobile Broadcast TV Subscribers (m), by Region, 2008-2013

Table 12.2: Adspend ($) per Mobile Broadcast TV Subscriber per Year

Figure 12.2: Total Advertising Expenditure ($m) on Mobile Broadcast TV, by Region, 2008- 2013

Table 12.3: Total Advertising Expenditure ($m) on Mobile Broadcast TV, by Region, 2008- 2013

12.2 Streamed Mobile TV Advertising Forecasts

Figure 12.3: Number of Mobile Streamed TV Subscribers (m), by Region, 2008-2013

Table 12.4: Number of Mobile Streamed TV Subscribers (m), by Region, 2008-2013

Table 12.5: Adspend ($) per Mobile Streamed TV Subscriber per Year

Figure 12.4: Total Advertising Expenditure ($m) on Mobile Streamed TV, by Region, 2008- 2013

Table 12.6: Total Advertising Expenditure ($m) on Mobile Streamed TV, by Region, 2008- 2013

12.3 Total Mobile TV Advertising Forecasts

Figure 12.5: Total Advertising Expenditure ($m) on Mobile TV, by Region, 2008-2013

Table 12.7: Total Advertising Expenditure ($m) on Mobile TV, by Region, 2008-2013

13. Recommendations

13.1 Recommendations for Brand Managers and Agencies

13.2 Recommendations for Operators

13.3 Recommendations for Publishers and Developers

Abstract

• What is the current value of the mobile advertising market?
• Who are the leading players in the mobile advertising market?
• How many people respond to mobile advertising?
• What are the key drivers behind mobile advertising?
• What are the key hurdles to the deployment and success of mobile advertising?
• How is the mobile advertising value chain likely to develop?
• How is mobile advertising regulated?
• Which mobile delivery channels will be the most successful for advertisers?
• Is advertising likely to provide a substantial revenue stream for mobile TV services?
• What strategies should brands, ad agencies, operators and content providers implement to facilitate the successful deployment of, and greatest response to, mobile advertising?

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