U.S. Mobile Advertising and Search Market

Published by: Frost & Sullivan

Published: Aug. 13, 2009 - 155 Pages

Table of Contents

1 INTRODUCTION

Mobile Advertising and Search

Introduction

Segmentation

Key Market Trends and Conclusions

2 MARKET TRENDS AND STRATEGIC EVALUATION AND ANALYSIS

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

App Stores and Growth of Rich Media

Growth of the Mobile Web

Third Party Ad Networks and Collaboration between Ad Networks and Platforms

White Label Mobile Advertising Solutions for Publishers

Industry Initiatives on Standardization - Ad Formats; Measurements; Opt-in Policies and Others

3 TOTAL U.S. MOBILE ADVERTISING AND SEARCH MARKETS

Market Definitions and Overview

Definitions and Overview

Market Dynamics

Industry Challenges

Market Drivers

Demand Analysis and Market Forecasts

Demand Analysis

Market Forecasts

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

Competitive Analysis

Market Share

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

4 MESSAGING-BASED MOBILE ADVERTISING MARKET

Introduction to Messaging-based Mobile Advertising (and Mobile Marketing) Markets

Introduction

Key Market Trends

Increasing Message Volumes - Driven by Increasing Brand Participation and Subscriber Adoption of Text Messaging

Premium and Standard Rate Messaging

Revenue Shares for Premium Rate Messaging Campaigns

Revenue Shares for Standard Rate Messaging Campaigns

Change in Process for Short Code SMS Campaigns

Market Revenue Forecasts

Revenue Forecasts for Messaging-based Mobile Advertising and Marketing

5 MOBILE INTERNET - BASED DISPLAY ADVERTISING MARKET

Introduction to WAP Display Advertising

Introduction and Overview

Key Market Trends

Rising Inventory; Fill Rates and Tagged Pages

Ads per Page

Advertiser Types and Popular Advertising Destinations

Mobile Internet and Rich Media Advertising

Mobile Advertising and Vertical Ad Networks

Market Revenue Forecasts

Revenue Forecasts for WAP-based Display Advertising

6 MOBILE VIDEO ADVERTISING MARKET

Introduction to Mobile Video Advertising

Introduction

Mobile Video Advertising Pricing

Pricing Model and Key Market Trends

Market Revenue Forecasts

Revenue Forecasts for Mobile Video Advertising

7 IN-APPLICATION MOBILE ADVERTISING MARKET

Introduction to In-application Mobile Advertising

Introduction

Value Chain

Major Market Trends

Emergence of the App Stores and Smartphone Application Opportunity

Campaign Budgets and Ad Pricing

Popular Ad Formats and Innovations

Additional Industry Dynamics

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

Entry of Large Solution Providers into On-deck Search and Advertising

Revenue Models

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

AdMob

AdWhirl

Amobee

Buzzcity

ChaCha

Crisp Wireless

GreyStripe

HipCricket

JumpTap

Medio Systems

Millennial Media

MobiTV

Mojiva

Nexage

Quattro Wireless

Rhythm NewMedia

Ringleader Digital

Smaato

Sprint

Tekelec

Vantrix

Velti

Versaly Entertainment

Abstract

The U.S. mobile penetration levels are currently approaching 90 percent. 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. Smartphone app stores have further provided new opportunities in the U.S. mobile advertising and search markets.

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