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Mobile Advertising Market Analysis, Outlook, and Forecasts 2014 - 2019

Mobile Advertising Market Analysis, Outlook, and Forecasts 2014 - 2019

Mobile advertising has evolved beyond an experiment to become a legitimate marketing channel for mainstream advertisers. However, the mobile channels remains challenged in certain key areas such as certain industry vertical proof points and ROI.

This research focuses on the challenges and opportunities within mobile marketing and advertising in 2014 and beyond. The report includes market analysis, solution assessment, and forecasts 2014 – 2019. The report reviews existing display/UI methods as well as supporting systems and procedures. The report also evaluates the impact of next generation methods including the use of LTE Direct for location-based advertisements.

All purchases of Mind Commerce reports includes time with an expert analyst who will help you link key findings in the report to the business issues you're addressing. This needs to be used within three months of purchasing the report.

Target Audience:

Traditional media outlets
Mobile network operators
Mobile platform developers
Mobile advertising networks
Marketing and advertising agencies
Smartphone and tablet 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 Executive Summary
2.0 Overview
2.1 Mobile Advertising Value Chain
2.1.1 Advertisers
2.1.2 Mobile Media Agencies And Buyers
2.1.3 Real-time Mobile Ad Inventory Marketplaces
2.1.4 Mobile Ad Networks
2.1.5 Mobile Advertising Publishers And Developers
2.1.6 Mobile Networks And Devices
2.2 Mobile Advertising Market Size And Growth Outlook 2014 – 2019
2.3 Mobile Advertising In Context
2.4 Telecom Subscribers Globally In 2014
3.0 Major Influencers In Mobile Advertising And Marketing
3.1 Emergence Of Advanced Mobile Internet Devices An Technology
3.2 Mobile Messaging, Mobile Search Critical Advertising Tool
3.2.1 Short Messaging Service (Sms)
3.2.2 Multimedia Messaging Service (Mms)
3.3 Mobile Email To Mobile Messaging
3.4 Mobile Video And Apps Is Fastest Growing Content Sector
3.5 Localized Mobile Ads Drive Key Sales In Specific Verticals
4.0 Market Structure Analysis
4.1 Major Players In Mobile Advertisement Industry
4.1.1 Google
4.1.2 Facebook
4.2 Mobile Advertising Revenue Market Share By Spend
4.3 Google Vs. Facebook Mobile Advertisement Market Share Analysis
5.0 Comparative Analysis Of Mobile Location Based Advertising
5.1 Overview Of Location-based Marketing (Lbm)
5.2 Lbm Technologies In Mobile Advertising
5.3 Location Based Advertisement Value Chain
5.4 Location, Search, And Retail Advertising And Commerce
5.5 Location Based Advertising Ecosystem Analysis
5.5.1 Mobile Network Operators
5.5.2 Application Providers
5.5.3 Content Providers
5.5.4 Device Manufacturers
5.5.5 Merchants And Local Companies
5.5.6 Mobile Software Vendors
5.6 Global Location Based Mobile Advertising Spending 2014 – 2019
5.7 Global Local Mobile Ad Spend By Format 2014 - 2019
6.0 Future Of Mobile Advertising
6.1 Mobile Advertisement Global Developments To 2019
6.2 Asia Continues As Global Growth Leader
6.3 Mobile Marketing Growth In Europe
6.4 Growth Of Mobile Marketing Spend Is A Big Challenge
6.5 Mobile Advertising Takes Over: Case In Point Is The Uk By 2019
6.6 United States To See Strong Growth 2020
6.7 Facebook And Google Will Account For Increasingly Large Share
6.8 More In-app Advertising
6.9 Next Generation Advertising Over Connected Devices
6.10 Next Generation Presence And Location For Advertising And Commerce
6.11 Wearable Technology And Mobile Advertising
6.12 Expansion Of Mobile Social Advertising And Commerce
6.13 Partnership And M&A In Mobile Advertising Industry
6.13.1 Example: Opera Mediaworks
6.13.2 Example: Mobile Screen Offer In Canada’s Cineplax
6.14 Key Challenges For Mobile Advertising
7.0 Recommendations For Mobile Advertisers
7.1 Economic Downturn Effects On Mobile Advertising
7.2 Immediate Measurement Of Success Attracts Advertisers
8.0 Appendix
8.1 Advertising Expenditure Per User: Online Vs. Mobile
8.2 Advertising Expenditures In Traditional Media
List of Figures
Figure 1: Mobile Display Advertisement Methods
Figure 2: Mobile Search
Figure 3: Mobile Advertising Value Chain
Figure 4: Real-time Bidding for Advertisements
Figure 5: Global Smartphones Market Share 2014
Figure 6: Mobile Advertisement spending CAGR Globally 2014 – 2019
Figure 7: Mobile Internet User share by Region 2014
Figure 8: Global Mobile Data Usage 2014 - 2019
Figure 9: Share of Global Spending on Mobile Advertising by Ad Category
Figure 10: Google vs. Facebook Mobile Advertisement Market Share Analysis
Figure 11: Location based Advertisement Value Chain
Figure 12: Global Location based Mobile Advertising Spending 2014 – 2019
Figure 13: Growth of Global Mobile Advertising by Region 2014 – 2019
Figure 14: Facebook and Google’s Growth 2014 - 2019
Figure 15: Opera Mediaworks’s Advertising Global Campaigns
List of Tables
Table 1: Global Mobile Advertising Spending 2014-2019
Table 2: Global Advertising Spending 2014 - 2019
Table 3: Advertising Expenditure per Unique User Online vs. Mobile
Table 4: Telecom Subscribers Globally 2014
Table 5: Mobile Email Application by Industry Segment
Table 6: Mobile Content Consumption on iPhones and Smartphones
Table 7: Mobile Ad Revenue Share Globally by Company 2013 - 2014
Table 8: Google’s Worldwide Advertising Revenue 2014 - 2019
Table 9: Facebook’ Worldwide Advertising Revenue 2014 - 2019
Table 10: Mobile Advertising Market Share by Spend 2014 - 2019
Table 11: Global Local Mobile Ad Spend By Format 2014 - 2019
Table 12: UK’s Advertising Revenue by Method 2014 - 2019
Table 13: United States Advertising Market Comparison
Table 14: Advertising Expenditure per User by Region
Table 15: Movie Theater Advertising
Table 16: Magazine Advertising
Table 17: Newspaper Advertising
Table 18: Outdoor Advertising
Table 19: Radio Advertising
Table 20: Television Advertising

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