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Published by: Simba Information - Reports
Published: Nov. 25, 2008 - 68 Pages
Table of Contents
- Table of Contents
- Methodology
- Executive Summary
- Chapter 1: Overview of the Mobile Marketing Business
- Introduction
- Mobile Advertising
- Where the Mobile Ads Go
- Enabling a Critical Mass
- Potential Market Size
- Background of Mobile Marketing Services
- Audience Demographics
- Where Ads Are Going Now
- Table 1.1: U.S. Mobile Phone Market Share
- Table 1.2: Interest in Mobile Marketing Among U.S. Mobile Phone Users
- Table 1.3: U.S. Online Video Advertising Viewers
- Table 1.4: Global Mobile Advertising Spending by Format
- Table 1.5: Interest Among U.S. Teen Mobile Phone Users in Receiving Mobile
- Advertising in Exchange for Incentives
- Table 1.6: Top Mobile Web Destinations by Ad Impressions Served
- Chapter 2: U.S. Industry Structure
- Introduction
- Wireless Carriers
- Carriers Role vis-à-vis Advertising
- Competitive Environment
- Carrier Outlook
- Content Creators and Aggregators
- Developers and Ad Agencies
- On-Deck vs. Off-Deck Content
- Handset Equipment Suppliers
- Ad Networks
- The Role of Mobile Advertising
- Mobile Performance
- Outlook for Mobile Industry Structure
- Table 2.1: Mobile Ad Networks and Their Benefits
- Table 2.2: Mobile Advertising’s Effect on Consumers’ View of Brands
- Chapter 3: Technology and Implementation
- Introduction
- Marketing Formats
- Transmission Technologies
- WAP: Wireless Application Protocol
- Third Generation (3G)
- Operating Systems
- Text Messaging and SMS Codes
- SMS Outlook
- Click-Through Rates
- Future Technologies
- QR and Other Scanning Technologies
- Chapter 4: Growth of Products and Services
- Mobile Marketing for Diverse Products: Growth
- Search and Location-Based Services
- Search via Mobile Platforms
- Location-Based Services
- Pioneering Location-Based Services
- Geographic Positioning System (GPS) and Mobile Commerce
- Table 4.1: SMS Advertising Audience and Response Rates, Select European Nations
- Table 4.2: Global Location-Based Service Users, 2008-2012P
- Chapter 5: Usage Patterns, Measurement & Analytics
- Usage Patterns
- Tween Usage
- Steady Choices
- Measurement and Analytics
- Young Users’ View of Mobile Marketing
- Table 5.1: Mobile Content Usage
- Table 5.2: Reliance on Mobile Devices, 2002-2007
- Table 5.3: Mobile Data and Communications Activities
- Table 5.4: Mobile Web Usage by Age
- Table 5.5: Use of Mobile Data Services
- Table 5.6: Mobile Analytics Vendors
- Table 5.7: Mobile Ad Recall by Age Segment, Q2 2008
- Chapter 6: Social Media and User-Generated Content
- Introduction
- Social Networks
- Carrier Opportunity: Buying In (European Examples)
- Bringing Ads to Mobile UGC
- Table 6.1: Comparative Estimates, Mobile UGC Revenue
- Chapter 7: Policy Considerations
- Introduction
- Impact of FTC and Other Regulatory Restrictions
- Spectrum Usage
- Privacy and Security
- Future Developments
- Industry Response and Best Practices
- Chapter 8: Case Histories of Mobile Marketing
- Introduction
- Obama for President 2008: “Celling of the President”
- Nokia: A Manufacturer Supports Services
- Kinetic Mobile: A Focused Ad Agency
- Hyundai Motor America: Integrating Mobile Into Launch Campaign
- Table 8.1: Estimated Cost of Obama Text Messaging Campaigns
- Chapter 9: More Examples of Mobile Marketing Projects and Experiments
- Chapter 10: Conclusions
AbstractOpportunities in Mobile Marketing & Advertising 2008-2009 provides a comprehensive overview of the burgeoning U.S. and global mobile marketing business, including analysis of industry structure, financial models, the competitive landscape, emerging trends, policy issues, and insights into the latest transmission and display technologies.
As smartphones and other handheld devices proliferate, mobile marketing is rapidly emerging as the next great frontier for advertisers in the highly competitive media market. This report examines in detail topics such as potential market size, opportunities for development in both the U.S. and globally, audience appetite and revenue models.
In addition, the report provides profiles of wireless carriers such as Verizon, AT&T, Sprint, T-Mobile and virtual providers, as well as content creators and aggregators, including publishers, advertisers, marketers and agencies, and offers an analysis of the relationship between the sectors.
Opportunities in Mobile Marketing & Advertising 2008-2009 presents an objective summary of competitive considerations surrounding the new medium, such as the role of advertisers, location- and technology-based issues, and first-mover advantages and disadvantages. The report also delves into emerging trends, including the use of video phones for marketing, and how social networks fit into the mix, and examines the regulatory issues surrounding the mobile marketing initiatives.
Simba takes a measured approach to developing its market size and forecast figures, and presents its findings in a no-nonsense fashion. Our clients can count on the objectivity and accuracy of our numbers and analysis—whether they’re preparing a strategic presentation, benchmarking their company’s performance against that of their competitors, or seeking out an acquisition, a new partnership or an alliance.
Whether you’re an advertiser, a marketer, an ad agency, a media buyer, a technology or wireless service provider, or work on the policy issues involving mobile marketing, if you have a stake in this emerging arena, can you afford to make decisions without access to the same market intelligence that your competitors are using? Give yourself a leg-up by ordering your copy of Opportunities in Mobile Marketing & Advertising 2008-2009 today.
Online delivery: $2,795; Hard copy: $2,995; Hard copy + Online: $3,395
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