Mobile Advertising and Marketing – 6th Edition

Published by: Berg Insight

Published: Dec. 1, 2012 - 170 Pages


Table of Contents

Executive summary
1 Advertising and digital media
1.1 The marketing and advertising industry
1.1.1 Global advertising expenditure
1.1.2 Advertisement expenditure by media
1.1.3 Top 20 global advertisers
1.1.4 Marketing industry players
1.2 The Internet media channel
1.2.1 Internet usage trends
1.2.2 Internet advertising expenditure
1.2.3 Internet advertising formats
1.3 The mobile media channel
1.3.1 Europe
1.3.2 United States
1.3.3 Japan
1.3.4 Emerging markets
2 Mobile advertising
2.1 The mobile handset as an advertising platform
2.1.1 Physical characteristics of the mobile handset
2.1.2 Handset software
2.1.3 Location capabilities
2.1.4 Mobile networks and data transfer capabilities
2.1.5 Mobile Internet versus PC-based Internet
2.2 Advertising on the mobile handset
2.2.1 Deploying mobile advertising
2.2.2 Targeting mobile campaigns
2.2.3 Exploiting location technology
2.2.4 Privacy concerns
2.2.5 Pricing models and cost
2.3 The mobile advertising ecosystem
2.3.1 Advertisers
2.3.2 Ad agencies and creative designers
2.3.3 Digital ad networks
2.3.4 Technical solution providers
2.3.5 Mobile operators
2.3.6 Online media publishers and mobile application providers
2.3.7 Industry associations
3 Messaging and mobile marketing
3.1 SMS and MMS marketing
3.1.1 Push messaging
3.1.2 Pull messaging and Common Short Codes
3.1.3 Location-targeted SMS campaigns
3.2 Idle screen advertising
3.3 Mobile coupons
3.4 Proximity-based marketing
3.4.1 Bluetooth
3.4.2 NFC
3.4.3 Barcodes
3.5 Case studies
3.5.1 Carling achieves 11 million entries in mobile soccer game by Brandtone
3.5.2 The North Face drives foot traffic with SMS program delivered by Placecast
3.5.3 Coca-Cola’s hugely successful SMS campaign to save polar bears continues
3.5.4 Young people encouraged to vote through NFC-enabled OOH campaign
3.5.5 Sherlock Holmes movie marketed using Bluetooth solution from BLIP
4 Mobile web advertising
4.1 Portals
4.2 News and information
4.3 Mobile search
4.3.1 Market players and strategies
4.3.2 Directory services and local search
4.4 Communities and social networking
4.4.1 Market players and strategies
4.4.2 Social media marketing
4.5 Mobile music and video
4.6 Case studies
4.6.1 Starbucks markets coffee maker on Harper’s Bazaar’s mobile website
4.6.2 Amazon leads the way with mobile website matching app experience
4.6.3 Lexus advertises car models on AccuWeather’s mobile website
4.6.4 Careerjet builds successful mobile optimised web presence
4.6.5 Audi drives brand affinity using rich media ads delivered by InMobi
5 Ad-funded applications
5.1 Mobile applications
5.1.1 Mobile games
5.1.2 Mobile map and navigation applications
5.1.3 Mobile search applications
5.1.4 Mobile music and video applications
5.1.5 Social networking applications
5.1.6 Branded applications
5.2 In-app advertising
5.2.1 Apple – iAd
5.2.2 RIM – BlackBerry Advertising Service
5.2.3 Microsoft – Windows Phone/Microsoft Advertising
5.2.4 Nokia – Windows Phone and Nokia Ad Exchange
5.2.5 Android – AdMob and third-party ad networks
5.3 Case studies
5.3.1 In-app advertising promotes eco-friendly BMW car events
5.3.2 Coffee shops in event area promoted in The Weather Channel apps
5.3.3 Angry Birds campaigns mix real-world and digital components
5.3.4 Barclaycard’s Waterslide Extreme clocks 18 million downloads
5.3.5 MINI’s location-based reality game generates a PR value of € 1.2 million
6 Forecasts and conclusions
6.1 Mobile marketing industry analysis
6.1.1 Buyer-side: The mobile channel starts to find its place among advertisers
6.1.2 Supplier-side: Consolidation driven by high-profile acquisitions
6.1.3 Consumer-side: Mobile Internet will eventually overtake desktop access
6.1.4 Channels and formats: Which will succeed?
6.1.5 Convergence trends
6.2 Potential market value analysis
6.2.1 Target audience and exposure
6.2.2 CPMs for traditional and mobile media
6.2.3 CTRs for mobile campaigns
6.2.4 Revenue sensitivity analysis
6.3 Market forecasts
6.4 Final conclusions
7 Company profiles and strategies
7.1 Top advertising agencies
7.2 Mobile operators
7.2.1 Orange offers mobile advertising through the Orange Advertising Network
7.2.2 Blyk reaches 4 million opt-in subscribers globally
7.2.3 SFR delivers mobile advertising through SFR Régie and external partners
7.2.4 AT&T has a broad mobile marketing portfolio including LBA solutions
7.3 Major digital and telecom players
7.3.1 Google has reached a US$ 8 billion mobile run rate
7.3.2 Nokia seeks to enable the next generation of ads with focus on location
7.3.3 Yahoo! provides rich content for mobile and taps into ad revenues
7.4 Mobile advertising and marketing players
7.4.1 AdMob
7.4.2 Amobee
7.4.3 InMobi
7.4.4 Jumptap
7.4.5 Madvertise
7.4.6 Millennial Media
7.4.7 Out There Media
7.4.8 Smaato
Glossary
Index
List of Figures
Figure 1.1: Total advertisement expenditure & top spending countries (Worldwide 2011)
Figure 1.2: Global advertisement expenditure by medium (Worldwide 2011)
Figure 1.3: Top 20 advertisers (Worldwide 2010)
Figure 1.4: Top 10 advertising agency companies (Worldwide 2011)
Figure 1.5: Most popular online activities based on time (US May 2011)
Figure 1.6: Top 10 websites (US October 2012)
Figure 1.7: Online advertisement expenditure by region (Worldwide 2011)
Figure 1.8: Online advertising as share of total advertising spend per market (2011)
Figure 1.9: Online ad spend by category (US 2010–2011)
Figure 1.10: Online advertisement spending by format (US 2011)
Figure 1.11: Mobile subscriptions by region (Worldwide Q2-2012)
Figure 1.12: Top activities done by mobile handset users (December 2011)
Figure 1.13: Mobile Internet usage penetration among mobile subscribers (2010)
Figure 1.14: Mobile Internet use and smartphone adoption (US 2011–2012)
Figure 1.15: Mobile subscriber statistics (Japan September 2012)
Figure 1.16: Mobile penetration rates in major emerging markets (2011)
Figure 2.1: Performance parameters for different position determining methods (2012)
Figure 2.2: Stakeholders in the mobile marketing value chain
Figure 2.3: Examples of mobile ad networks (Worldwide 2012)
Figure 3.1: SMS ads – number of receivers and response rates (EU5 July 2011)
Figure 3.2: Examples of mobile messaging advertising response types
Figure 3.3: Examples of barcodes
Figure 3.4: QR code usage (EU5 July 2012)
Figure 4.1: Top mobile websites by visitors and time spent (UK June 2011)
Figure 4.2: Top Internet search engines (Worldwide April 2012)
Figure 4.3: Number of smartphone users performing mobile search (US 2011–2012)
Figure 4.4: Number of smartphone users searching for local information (US 2011–2012)
Figure 4.5: Popular communities (Worldwide 2012)
Figure 4.6: Number of smartphone users accessing social networks (2011–2012)
Figure 4.7: TV, online and mobile video usage patterns – number of users (US Q1-2012)
Figure 5.1: Leading mobile app stores (Worldwide Q3-2012)
Figure 5.2: Advantages and disadvantages of handset-based navigation solutions
Figure 5.3: Examples of Android, BlackBerry and iPhone navigation apps
Figure 5.4: View from the Layar application
Figure 5.5: Mobile music users (EU5 & US May 2012)
Figure 5.6: Examples of music streaming services (Worldwide 2012)
Figure 5.7: Mobile subscribers using location-based check-in services (June 2011)
Figure 6.1: Acquisitions in the mobile and digital media industry (2012)
Figure 6.2: Mobile share of web traffic (Worldwide 2010–2012)
Figure 6.3: Comparison of CPM levels by media (2012)
Figure 6.4: Typical CPM rates for mobile advertising (2012)
Figure 6.5: Typical CPM rates for Internet and mobile advertising (US 1998–2012)
Figure 6.6: Mobile advertising revenue sensitivity analysis
Figure 6.7: Total and digital advertising expenditure by region (Worldwide 2011–2017)
Figure 6.8: Mobile advertising expenditure forecast by region (Worldwide 2011–2017)
Figure 6.9: Mobile advertising expenditure forecasts for selected markets (2011–2017)
Figure 7.1: Top advertising agencies (Worldwide 2011)
Figure 7.2: Specialised mobile advertising agencies

Abstract

Mobile Advertising and Marketing is the sixth consecutive report analysing the rise of mobile advertising on the global market.

This strategic research report from Berg Insight provides you with 170 pages of unique business intelligence and expert commentary on which to base your business decisions.

This report will allow you to:

Identify tomorrow’s most profitable advertising opportunities in the mobile space.
Understand the fundamentals of the ad-based mobile media revenue models.
Recognise the key enablers of growth in the mobile advertising market.
Comprehend the relative importance of digital channels compared to other advertising media.
Learn about the experiences of mobile marketing campaigns by top global brands.
Profit from valuable insights about ad-funded business models for mobile operators.

This report answers the following questions:

How should mobile handsets be integrated in the marketing media mix?
What developments in the mobile industry and end-user behaviour are required for mobile advertising to keep growing as a multi-billion euro market?
How are Apple, Google, Microsoft and Yahoo! positioning themselves to become leading mobile advertising players?
Who are the rising stars that stand out from the crowd among the mobile advertising and marketing companies?
How well suited for advertising are different existing and future mobile media channels?
What are the experiences from mobile marketing campaigns so far?
What implications does mobile advertising bring for operators?
Which advertising formats will become most successful in the mobile environment?
In what ways can location technology improve the relevance of mobile advertising?

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