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Opportunities in Mobile Marketing & Advertising 2008-2009

Opportunities in Mobile Marketing & Advertising 2008-2009 provides a comprehensive overview of the burgeoning U.S. and global mobile marketing business, including analysis of industry structure, financial models, the competitive landscape, emerging trends, policy issues, and insights into the latest transmission and display technologies.

As smartphones and other handheld devices proliferate, mobile marketing is rapidly emerging as the next great frontier for advertisers in the highly competitive media market. This report examines in detail topics such as potential market size, opportunities for development in both the U.S. and globally, audience appetite and revenue models.

In addition, the report provides profiles of wireless carriers such as Verizon, AT&T, Sprint, T-Mobile and virtual providers, as well as content creators and aggregators, including publishers, advertisers, marketers and agencies, and offers an analysis of the relationship between the sectors.

Opportunities in Mobile Marketing & Advertising 2008-2009 presents an objective summary of competitive considerations surrounding the new medium, such as the role of advertisers, location- and technology-based issues, and first-mover advantages and disadvantages. The report also delves into emerging trends, including the use of video phones for marketing, and how social networks fit into the mix, and examines the regulatory issues surrounding the mobile marketing initiatives.

Simba takes a measured approach to developing its market size and forecast figures, and presents its findings in a no-nonsense fashion. Our clients can count on the objectivity and accuracy of our numbers and analysis—whether they’re preparing a strategic presentation, benchmarking their company’s performance against that of their competitors, or seeking out an acquisition, a new partnership or an alliance.

Whether you’re an advertiser, a marketer, an ad agency, a media buyer, a technology or wireless service provider, or work on the policy issues involving mobile marketing, if you have a stake in this emerging arena, can you afford to make decisions without access to the same market intelligence that your competitors are using? Give yourself a leg-up by ordering your copy of Opportunities in Mobile Marketing & Advertising 2008-2009 today.

Online delivery: $2,795; Hard copy: $2,995; Hard copy + Online: $3,395

  • Methodology
  • Executive Summary
  • Overview of the Mobile Marketing Business
    • Introduction
    • Mobile Advertising
      • Where the Mobile Ads Go
    • Enabling a Critical Mass
      • Table U.S. Online Video Advertising Viewers
    • Potential Market Size
      • Table Global Mobile Advertising Spending by Format ($ in billions)
    • Background of Mobile Marketing Services
    • Audience Demographics
      • Table Top Mobile Web Destinations by Ad Impressions Served
    • Where Ads Are Going Now
  • U.S. Industry Structure
    • Introduction
    • Wireless Carriers
      • Carriers Role vis-à -vis Advertising
      • Competitive Environment
      • Carrier Outlook
    • Content Creators and Aggregators
      • Developers and Ad Agencies
    • On-Deck vs. Off-Deck Content
    • Handset Equipment Suppliers
    • Ad Networks
      • Table Mobile Ad Networks and Their Benefits
    • The Role of Mobile Advertising
      • Mobile Performance
    • Outlook for Mobile Industry Structure
  • Technology and Implementation
    • Introduction
      • Marketing Formats
    • Transmission Technologies
      • WAP: Wireless Application Protocol
      • Third Generation (3G)
      • Operating Systems
      • Text Messaging and SMS Codes
      • SMS Outlook
    • Click-Through Rates
    • Future Technologies
      • QR and Other Scanning Technologies
  • Growth of Products and Services
    • Mobile Marketing for Diverse Products: Growth
      • Table SMS Advertising Audience and Response Rates, Select European Nations (3-month average ending Aug. 2007 and Aug. 2008)
    • Search and Location-Based Services
      • Search via Mobile Platforms
      • Location-Based Services
        • Table Global Location-Based Service Users, 2008-2012P
      • Pioneering Location-Based Services
    • Geographic Positioning System (GPS) and Mobile Commerce
  • Usage Patterns, Measurement & Analytics
    • Usage Patterns
      • Table Mobile Content Usage
      • Table Reliance on Mobile Devices, 2002-2007 (% of respondents who said it would be "very hard to give up" device)
      • Table Mobile Data and Communications Activities (Among mobile device users)
      • Tween Usage
      • Steady Choices
    • Measurement and Analytics
      • Young Users' View of Mobile Marketing
        • Table Mobile Analytics Vendors
  • Social Media and User-Generated Content
    • Introduction
    • Social Networks
      • Carrier Opportunity: Buying In (European Examples)
    • Bringing Ads to Mobile UGC (User-Generated Content)
  • Policy Considerations
    • Introduction
    • Impact of FTC and Other Regulatory Restrictions
    • Spectrum Usage
    • Privacy and Security
    • Future Developments
    • Industry Response and Best Practices
  • Case Histories of Mobile Marketing
    • Introduction
    • Obama for President 2008: "Celling of the President"
      • Table Estimated Cost of Obama Text Messaging Campaigns
    • Nokia: A Manufacturer Supports Services
    • Kinetic Mobile: A Focused Ad Agency
    • Hyundai Motor America: Integrating Mobile Into Launch Campaign
  • More Examples of Mobile Marketing Projects and Experiments
  • Conclusions

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