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Mobile Marketing & Advertising 2013: Challenges and Opportunities

No longer a niche value-added service (VAS), mobile marketing and advertising is now a mainstream service offering. As is the case with many VAS applications, there is an interdependency between the mobile operator and various third parties including media companies, advertisers, portals, content providers, brands, and various other intermediaries.

Drivers for mobile marketing include a dramatic increase in smartphone usage, over-the-top applications, introduction of new methods such as abbreviated dial codes, and many other factors. Worldwide share of mobile web traffic alone has increased from 3.8% to 10% from 2010 to 2012. Mobile Internet usage is expected to overtake desktop usage as early as 2014. SMS remains the most common denominator among mobile marketing modalities with approximately 3B SMS enabled phones worldwide. Smartphone penetration of about 1B global users is a significantly gaining end-user target, especially as LTE is deployed allowing for increasingly more interactive, multimedia marketing/advertising solutions.

This research focuses on the challenges and opportunities within mobile marketing and advertising in 2013 and beyond. The report includes a vendor assessment, solution analysis, and prospects for various mobile marketing and advertising modalities.

The report also includes the following forecasts:

  • Global Mobile Advertising and Marketing Expenditures to 2015
  • Global Mobile Advertising and Marketing Expenditures by Ad Type to 2015
  • Global Mobile Marketing and Advertising Expenditures by Modality to 2015

Target Audience:
  • Traditional media outlets
  • Mobile platform developers
  • Mobile advertising networks
  • Marketing and Advertising Agencies
  • Smartphone and PDA manufacturers
  • Mobile search and content aggregators

General Methodology

Mind Commerce Publishing's research methodology encompasses input from a wide variety of sources.

We rely heavily upon our Subject Matter Experts (SME) in terms of their market knowledge, unique perspective, and vision. We utilize SME industry contacts as well as previous customers and participants in our market surveys and interactive interviews.

In addition, we rely upon our extensive internal database, which contains modeling, qualitative analysis, and quantitative data. We review secondary sources and compare to our primary sources to update previous findings (for prior version reports) and/or compile baseline information for technology and market modeling.

We share preliminary models with industry contacts (select previous clients, experts, and thought leaders) to verify the veracity of initial modeling. Prior to final report production (analysis, findings, and conclusions), we engage in an internal review with internal SMEs as well as cross-expertise, senior staff members to challenge results.

We believe that forecasts should be prepared as part of an integrated process which involves both quantitative as well as qualitative factors. We follow the following 3-step process for forecasting.

Forecasting Methodology

Step 1 - Forecasts Input: The inputs for the present and historical revenues are derived from industry players. Financial and other quantitative data for individual sub-market categories are derived from original research and tested with interviews with major industry constituents.

Step 2 - Forecasting of Future Years: Mind Commerce extends forecasts based on a variety of factors including demand drivers as well as supply side data. Key success factors and assumptions are considered.

Step 3 - Validation of Data: The final step is to validate projections, which is accomplished in consultation with both internal and external industry experts, including both topic and regional experts. Adjustments are made to the forecasts based on factors identified throughout this process.

1.0 Brightness On The Mobile Advertising Horizon
1.1 The Rapidly Changing Mobile Advertising Landscape
1.2 Mobile Messaging Vendors Grow Up
1.3 Mobile Messaging, Mobile Search Critical Advertising Tool
1.4 Localized Mobile Ads Drive Key Sales In Specific Verticals
1.5 Mobile Video And Apps Is Fastest Growing Content Sector
1.6 Data Traffic Changes From Megabyte To Gigabyte
2.0 Section 2 The Mobile Marketing Opportunity
2.1 Advertising Spending Growth Forecasts 2012 To 2020
2.2 European Mobile Marketing Will Grow Gradually
2.3 Europe Mobile Marketing Efforts Mature Slowly
2.4 Asia Remains Mobile Global Leader; U.S. Lags
2.5 Growth Of Mobile Marketing Spending Faces Challenges
3.0 Section 3 Mobile Marketing Vendors Make Their Mark
3.1 Suppliers Provide Diverse Set Of Offerings
3.2 Advertising Networks Vie For Leading Brand Clientele
3.3 Global Market Spending To Reach $54b By 2020
3.4 Mobile Video Advertising
3.4.1 Case Study: How Mobile Video Advertising Can Increase Sales
3.5 Youtube
3.5.1 Youtube Mobile Video Ads
3.5.2 Case Study: Youtube Video Advertising With Mobile Commerce Applications
3.5.3 Case Study: Video Advertising In Mobile Apps (How To Attract New Users In A Crowded App Store?)
4.0 Section 4 Recommendations For The Mobile Marketer
4.1 During An Economic Downturn
4.2 Immediate Measurement Of Success Attracts Advertisers
Table 1 Worldwide Mobile Advertising analysis
Table 2 Global Spending on Mobile Advertising and Marketing (in U.S. $ billion), 2011 to 2015
Table 3 Percentage of Mobile Subscribers Accessing Mobile Web (at least monthly)
Table 4 Percentage of Mobile Web Users Who Never or Rarely Use the Desktop Web
Table 5 U.S. Spending by Type of Mobile Marketing and Advertising (in $ millions), 2011 to 2015
Table 6 Year-Over-Year Growth Rates in Mobile Ad Spending by Type of Advertising, 2011 to 2015
Table 7 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing by Ad Type, 2011 to 2015
Table 8 Subscriber Monthly Consumption of Content and Applications in 2012
Table 9 Mobile Content Consumption on iPhones and Smartphones
Table 10 Percentage of Searches Conducted Via of Mobile Advice, by Type of Search
Table 11 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012 to 2016
Table 12 Global Spending (in U.S. $billions) on Mobile Advertising and Marketing by Type of Ad, 2012 to 2016
Table 13 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012, 2015 and 2020
Table 14 Global Spending (in U.S. $ billions) on Mobile Marketing and Advertising by Type of Ad, 2012, 2016 and 2020

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