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U.S. Mobile Advertising and Search Markets

Published by: Frost & Sullivan

Published: Jul. 31, 2008


Table of Contents


1 INTRODUCTION TO MOBILE ADVERTISING AND SEARCH


Mobile Advertising and Search


Introduction

Market Segmentation

Key Market Trends and Conclusions


2 MARKET TRENDS AND STRATEGIC EVALUATION AND ANALYSIS


Key Trends in the U.S. Mobile Advertising and Search Market


On-deck and Off-deck Mobile Advertising

Advertising Campaign Budgets

Interactions Among Mobile Ad Networks

Mobile Advertising is Not a Stand-alone Service

Multiple Options for Mobile Search

Emerging Mobile Advertising Services and Mobile Ad Formats

Coverage Rate and Fill Rates

Extending On-deck Presence to Off-deck


3 TOTAL U.S. MOBILE ADVERTISING AND SEARCH MARKETS


Market Definitions and Overview


Definitions and Overview


Market Dynamics


Industry Challenges

Market Drivers

Market Restraints


Demand Analysis and Market Forecasts


Demand Analysis

Market Forecasts


Competitive Analysis of the U.S. Mobile Advertising and Search Markets


Competitive Analysis


Market Share Analysis


Market Share Analysis for the U.S. Mobile Advertising and Search Markets


4 MESSAGING-BASED MOBILE ADVERTISING MARKET


Introduction to Messaging-based Mobile Advertising


Introduction


Key Market Trends


Premium and Standard Rate Messaging

Revenue Shares for Premium Rate Messaging Campaigns

Revenue Shares for Standard Rate Messaging Campaigns


Market Revenue Forecasts


Revenue Forecasts for Messaging-based Mobile Advertising


5 WAP-BASED DISPLAY ADVERTISING MARKET


Introduction to WAP Display Advertising


Introduction

Off-deck and On-deck WAP-based Display Advertising


Major Market Trends


Campaign Budgets and Pricing

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

Fill Rates and Tagged Page Percentages

Advertiser Types


Market Revenue Forecasts


Revenue Forecasts for WAP-based Display Advertising


6 MOBILE VIDEO ADVERTISING MARKET


Introduction to Mobile Video Advertising


Introduction

Mobile Video Advertising Examples


Mobile Video Advertising Pricing


Pricing Models


Market Revenue Forecasts


Revenue Forecasts for Mobile Video Advertising


7 IN-APPLICATION MOBILE ADVERTISING MARKET


Introduction to In-application Mobile Advertising


Introduction

Value Chain for Dynamic Ad Delivery


Major Market Trends


Content Sourcing and Distribution

Ad-placement

Campaign Pricing and Revenue Shares

A Note on Google's Android


Market Revenue Forecasts


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 Mechanisms


Introduction


Major Market Trends


Revenue Models

Campaign Budgets and Ad Pricing

Operator Approach to Mobile Search


Market Revenue Forecasts


Revenue Forecasts for Mobile Search and Other Performance-based Advertising


9 KEY INDUSTRY PARTICIPANTS


Service Providers; Mobile Operators and Content Providers


4INFO

Ad Infuse

AdMob

Amobee

AOL LLC

Buzzd

Cellufun

ChaCha

GreyStripe

HipCricket

iamota corporation

JumpTap

Leap Wireless

Medio Systems

Millennial Media Inc.

Mobile Posse

MobiTV

Nokia Interactive

Quattro Wireless

Ringleader Digital

SnapTell

Sprint-Nextel

Verizon Wireless

Virgin Mobile USA

VoodooVox

Yahoo! Inc.

Abstract

The U.S. mobile penetration levels are currently at around 85 percent. This translates into roughly 260 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. Adoption of mobile advertising by the nation’s largest mobile operators and innovative MVNOs is a testament to the perceived potential of the market opportunity.

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