DoubleClick Company Analysis: DoubleClick Maintains Mobile Marketing Leadership

Published by: Mind Commerce Publishing

Published: Sep. 1, 2009 - 12 Pages

Table of Contents

Executive Summary.

Company Overview..

Products and Services.

DoubleClick Mobile.

DoubleClick Advertising Exchange.

DART for Advertisers (DFA)

Competitive Analysis.

Millennial Media.

Greystripe.

AOL’s Platform A/Third Screen Media.

AdMob.

Strengths, Weaknesses, Opportunities and Threats (SWOT Analysis)

Strengths:

Weaknesses:

Opportunities:

Threats:

Summary and Recommendations.

Demand Customization.

Create realistic measurement plans.

Abstract

• DoubleClick has managed to maintain its leadership stronghold in the rapidly evolving mobile advertising network landscape but is challenged by several emerging players that threaten its foothold during the next five years.
• Brand marketers will increasingly depend on DoubleClick’s extensive advertising network to improve their clickthrough traffic and reach a more sophisticated group of consumers who are using cell phones, WiFi-enabled PDAs and other mobile devices to be entertained, shop, and find local merchants.
• DoubleClick must continue to add prominent brands to its network and further develop its analytics capabilities or risk losing share to competing companies such as AdMob and Third Screen Media.
• DoubleClick’s long-term growth will be focused on development of advanced digital advertising properties, namely mobile video, browser-based widgets, and dynamic content for localized search.
• Mind Commerce would like to see DoubleClick leverage its Google muscle to foster partnerships with Apple and bolster its offerings for mobile application developers, a market that currently chalks up nearly $4 billion in sales and we expect to reach more than $10 billion by 2014. As mobile devices grow more sophisticated, users will come to expect easy access to more relevant and useful applications.

• Media Buyers at Marketing and Advertising Agencies, and Corporate Marketing Departments: Chief Marketing and Advertising Executives are determining how best to allocate their budgets for 2010 and mobile is certainly on their radar.
• Mobile advertising networks: The suppliers enable different types of mobile ads to be broadcast over mobile networks, in videos, and in other mobile premium content.
• Mobile search and content aggregators: Many are chasing Google but the smaller vendors offer localized search capabilities.
• Cellular phone providers: They carry the millions of text messages, some of them sponsored, and are looking at ways to leverage mobile marketing campaign data for their own use.
• Mobile platform developers: These suppliers create videos, games, downloadable applications for mobile that they in turn use to recruit sponsorship opportunities.
• Traditional media outlets: Broadcast television stations and Internet properties are leveraging mobile to stream newscasts and other premium content.
• Smartphone and PDA manufacturers: They provide the hardware that enable next-generation mobile content possible.

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