Mobile Media Advertising Opportunities: The Market For Advertising : Market Research Report

Mobile Media Advertising Opportunities: The Market For Advertising

Published: May. 1, 2008 - 60 Pages

Introduction: Objectives; Data sources; Territories covered; Forecast methodology; Definitions
Overview of the mobile market and mobile content: Total mobile subscription; Mobile market penetration; Proportion of non-voice service revenues; Contract/prepay split; High speed data services (3G)
Mobile advertising today: Mobile advertising value chain; Content side; Advertising side; Operator; The handset; Audience measurement; Content and advertising: clarifying the opportunities; Trade bodies; Mobile marketing association (MMA); Internet advertising bureau (IAB); Mobile entertainment forum (MEF); Open mobile alliance (OMA)
Industry consolidation: Mergers and acquisitions; Funding
Advertising and mobile content: Text content and display advertisin; Mobile TV; Broadcast TV; Unicast TV; Mobile TV advertising formats; Mobile TV advertising Forecast; Mobile video on demand; Mobile video on demand advertising forecast; Video user-generated content; UGC as a profiling tool; UGC as a marketing tool; UGC advertising forecast; Mobile gaming; Ad-funded games; Games advertising forecast; Further developments; Music; Advertising ties to mobile music
Search and other services: Search services; Branded search; 'White-labelled' search; Location-based services; Ad-supported voice and messaging services; Idle screen advertising
The advertiser's perspective
GroupM's Survey Results: Study results; Usage; Perception; Towards online-mobile integration; Content types; Service types
Key players in mobile advertising: Nokia Legacy expertise: handset manufacturing; OVI; Operating system: Symbian; Google; Legacy expertise: online search and advertising; Operating system: Android; Microsoft; Legacy expertise: PC operating system and productivity software; Operating system: Windows mobile; Yahoo; AOL
List of tables and charts
Overview of the mobile market and mobile content: Mobile subscriptions (000s); 2007 mobile market penetration; 2006 monthly ARPUs in key territories (€); 2007 contract/prepaid subscription split in key territories (per cent of total subscriptions); 2007 Proportion of 3G subscribers among mobile users (per cent of total subscriptions); Mobile advertising value chain representation
Mobile advertising today
Industry consolidation: 2007 mergers and acquisitions deals in mobile advertising; 2007 funding deals in mobile advertising
Advertising and mobile content: Table of broadcast mobile TV services; Mobile TV market (million users); Mobile TV market (€m); Mobile TV advertising revenue forecast (€m); Mobile TV advertising revenue (€m); Mobile VoD forecast (€m); Mobile VoD advertising forecast (€m); Paid mobile video user generated content market forecast (€m); Mobile video user generated content advertising market forecast (€m); Mobile video user generated content advertising market forecast (€m); Mobile games market (€m); Mobile games advertising specialists; Mobile games advertising: dynamic and static markets (€m); Mobile games advertising: dynamic and static markets (€m); Mobile games advertising: regional breakdown (€m); Mobile games advertising: regional breakdown (€m)
Search and other services: Mobile search specialists
The advertiser's perspective
GroupM's Survey results: Mobile advertising usage (in percent of respondents); Mobile advertising types used in campaigns; Pricing schemes per advertising type; Mobile advertising perception; Mobile advertising advantages; Mobile advertising drawbacks; Mobile advertising content uses
Key players in mobile advertising: Nokia's recent acquisitions; Nokia Value chain; Google's recent acquisitions; Google value chain; Microsoft's recent acquisitions; Microsoft value chain

Abstract

Personal, always on, ubiquitous and connected, mobile has the potential to become a potent advertising medium. However, some factors are slowing down the development of the market. The report provides basic metrics relevant to the take-up of mobile advertising and gives an overview of the players involved in its value chain. The report then provides a recap of recent consolidation and funding in the industry, before providing analysis and forecasts for advertising tied to four mobile content types: TV, VoD, user-generated content and games. It also examines advertising within search and communication services, and provides insight on operators' strategies.

The report features results of the survey conducted within GroupM's 25 international agencies on mobile advertising perception from the advertiser's perspective. Finally, the report studies key players (including Nokia, Microsoft and Google) and the vertical integration strategies of those companies.

Key findings:

Global mobile media advertising expected to reach €1.77bn in 2012
With €1.5bn globally in 2012, mobile TV will capture bulk of audiovisual advertising on mobile devices
Mobile VoD advertising expected to be worth €213m globally; China, Europe and North America provide the biggest opportunities
Mobile games and music will be used primarily for marketing and promotional campaigns
Survey of GroupM agencies shows creatives experimenting with multimedia capabilities of phones
Nokia, Microsoft and Google are investing heavily in what is seen as the next big advertising medium

In this report

Overview of the mobile advertising value chain
Recap of recent industry consolidation and funding in mobile advertising
Analysis and forecasts for mobile TV, VoD, video user-generated content, games and music
Overview of mobile search and convenience services advertising
Advertising industry perspective and the results of the survey conducted among 25 of GroupM's international agencies
Analysis of the acquisitions and value chains of key players, including Nokia, Google and Microsoft

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Mobile Media Advertising Opportunities: The Market For Advertising

Table of Contents

Abstract