 Mobile Marketing and Advertising
Marketing Brands and Products on Mobile Web: Messaging, Games and Video Enter the Mainstream
Many in the mobile industry have viewed the mobile handset as essentially off-limits to marketers and advertisers, because while it undoubtedly holds enormous promise for targeted marketing and advertising, it is also very personal and, for many consumers, a significant cost. With over 80% market penetration, the industry is unlikely to jeopardize this success. Add the fact that any form of outbound marketing to consumers is often viewed as spam, and it becomes obvious why carriers and brands alike have been treading carefully in this very new market. But the runaway success of SMS messaging has taken many in the industry by surprise, while expansion of mobile data services has resulted in a rapidly growing number of consumers who want Internet access. This has created high expectations among companies in the content industry, many of which have created specialized divisions or acquired companies that specialize in the mobile space.
This study presents in-depth analysis of the major areas of mobile marketing, including mobile messaging-based marketing, mobile Web (including both text and banner), mobile search, mobile game advertising and mobile video advertising. The report covers all the major regions and breaks down the forecasts by region and by each type of mobile marketing. It examines the players in the mobile marketing ecosystem, including the carriers, mobile marketing agencies, mobile advertising platform providers and mobile handset providers.
What Does This Report Answer?
- Which forms of mobile marketing are winning today?
- How do consumers feel about mobile marketing?
- Who are the big mobile ad network players?
- Will white-label or branded search ultimately win in the world of sponsored search?
- How will mobile video evolve to include both mixed pay/ad delivery and pure ad-supported models?
- Will advertising-supported games help broaden the appeal of mobile gaming?
- How will regions differ in rollout of mobile marketing?
Who Needs This Report?
- Mobile operators
- Mobile content companies
- Mobile handset vendors
- Mobile software companies
- Advertisers and marketing agencies
- Digital and mobile media distribution companies
Section 1.
EXECUTIVE SUMMARY
1.1 The Perfect Storm Is Forming for Adoption of Mobile Marketing and Advertising
1.2 Mobile Advertising and Marketing Value Chain
1.2.1 Content Providers
1.2.2 Advertisers
1.2.3 Agencies
1.2.3.1 Mobile Marketing Specialist Agencies
1.2.4 Mobile Marketing and Advertising Technology Providers
1.2.4.1 Mobile Marketing Technology Platform Vendors
1.2.4.2 Ad-Server /Network Companies
1.2.4.3 Search
1.2.4.4 Mobile Application Developers
1.2.5 Carriers
1.2.5.1 Handset manufacturers
1.3 Mobile Advertising Overall Revenues
Section 2.
CONSUMERS AND MOBILE ADVERTISING
2.1 Text Messaging Marketing
Section 3.
MOBILE GAME ADVERTISING
3.1 Mobile Gaming Business Overview
3.1.1 Industry Structure
3.1.1.1 Game Developers
3.1.1.2 Game Publishers
3.1.1.3 Handset Manufacturer
3.1.1.4 Carrier
3.2 Mobile Game Advertising Forecast
Section 4.
MOBILE MESSAGING-BASED MARKETING
4.1 Introduction
4.1.1 Downloading of Content
4.1.2 Text Voting
4.1.3 Text Alerts
4.1.4 Mobile Banking
4.1.5 Mobile Commerce
4.1.6 Marketing
4.2 Various Forms of Text Marketing and Advertising
4.2.1 Push Vs. Pull
4.2.2 Cross-Marketing Calls to Action with Text Messaging
4.3 Mobile Advertising Messaging Forecast
Section 5.
MOBILE SEARCH
5.1 The Importance of Search
5.2 The Challenge of Phone Limitations and Mobile Search
5.3 White Label Search
5.3.1 The Players in White Label Search
5.3.1.1 Medio
5.3.1.2 Mobile Content Networks (MCN)
5.3.1.3 InfoSpace
5.3.1.4 JumpTap
5.3.2 Are Carriers Moving Towards Hybrid White-Label and Branded Search?
5.4 Will Search Become THE Key to Mobile Advertising?
5.5 Branded Search
5.5.1 Yahoo
5.5.2 Google
5.6 Mobile Search Advertising Forecast
Section 6.
MOBILE WEB ADVERTISING
6.1 Mobile Internet Ad Ecosystem
6.1.1 Advertisers (Demand Side)
6.1.2 Publishers (Supply Side)
6.1.3 Advertising Network Players (The Meeting of Supply and Demand)
6.2 Targeting Is Key
6.3 Mobile Web Advertising Types
6.3.1 Text Advertising
6.3.2 Banner Ad
6.3.3 What About Dedicated Applications for Mobile Advertising?
6.4 Types of Mobile Web Campaigns
6.4.1 Click-to-Call
6.4.2 Click-to-Play Video
6.4.3 Click to Branded Landing Page
6.4.4 Click to Download Ringtone
6.5 Ad Network Platform Players
6.5.1 Admob
6.5.2 Third Screen Media
6.5.3 Microsoft/Screentonic
6.5.4 Millenial Media
6.5.5 Enpocket/Nokia
6.5.6 Rhythm New Media
6.5.7 Madhouse
6.6 Mobile Web Advertising Forecast
Section 7.
MOBILE VIDEO ADVERTISING
7.1 Mobile TV Ecosystem
7.2 Advertising and Mobile Video
7.2.1 Mobile Video Advertising Technology
7.3 Mobile Video Advertising Forecast
Section 8.
COMPANY LIST
Section 9.
ACRONYMS
TABLE OF CONTENTS
SOURCES AND METHODOLOGY
NOTES
Tables
- Total Spending Mobile Marketing and Advertising by Region World Market, by Regions: 2005 to 2013
- Total Mobile Marketing and Advertising by Type World Market, by Regions: 2005 to 2013
- Total Mobile Gaming Advertising Revenue by Region World Market, by Regions: 2006 to 2013
- Total Ad-Supported Mobile Games Downloaded World Market, by Regions: 2006 to 2013
- Total Ads Delivered to Mobile Games World Market, by Regions: 2006 to 2013
- Total SMS and MMS Ad-Receiving Consumers World Market, by Regions: 2005 to 2013
- Total SMS and MMS Ads per Subscriber World Market, by Regions: 2005 to 2013
- Total SMS and MMS Ads Per Year World Market, by Regions: 2005 to 2013
- Total SMS and MMS Advertising Revenue World Market, by Regions: 2005 to 2013
- Total Consumers Using Mobile Search World Market, by Regions: 2005 to 2013
- Total Searches Per Year World Market, by Regions: 2005 to 2013
- Average Number of Searches Per Consumer Per Year World Market, by Regions: 2005 to 2013
- Total SMS Searches Per Year World Market, by Regions: 2005 to 2013
- Total Off-Portal Mobile Browser Searches Per Year World Market, by Regions: 2005 to 2013
- Total Carrier Portal Searches Per Year World Market, by Regions: 2005 to 2013
- Total Mobile Search Revenue World Market, by Regions: 2005 to 2013
- Total Mobile SMS Search Revenue World Market, by Regions: 2005 to 2013
- Total Off-Portal Mobile Search Revenue World Market, by Regions: 2005 to 2013
- Total Carrier Portal Search Revenue World Market, by Regions: 2005 to 2013
- Total Mobile Web Text Ad-Receiving Subscribers World Market, by Regions: 2005 to 2013
- Total Mobile Web Text Ads Delivered World Market, by Regions: 2005 to 2013
- Total Clicked-Through Mobile Text Ads Per Year World Market, by Regions: 2005 to 2013
- Total Mobile Web Text Ad Revenue World Market, by Regions: 2005 to 2013
- Total Mobile Web Banner Ad-Receiving Subscribers World Market, by Regions: 2005 to 2013
- Total Mobile Web Banner Ads Delivered World Market, by Regions: 2005 to 2013
- Mobile Web Banner Ad CPMs World Market, by Regions: 2005 to 2013
- Total Mobile Web Banner Ad Revenue World Market, by Regions: 2005 to 2013
- Total Mobile Video Subscribers World Market, by Regions: 2006 to 2013
- Total Mobile Video Sessions Per Week World Market, by Regions: 2006 to 2013
- Total Mobile Video Ads Per Session World Market, by Regions: 2006 to 2013
- Mobile Video Ad CPM World Market, by Regions: 2006 to 2013
- Total Mobile Video Ads Per Year World Market, by Regions: 2006 to 2013
- Total Mobile Video Ad Revenue World Market, by Regions: 2006 to 2013
Charts
- Total Spending on Mobile Marketing and Advertising by Region
- Total Spending on Mobile Marketing and Advertising by Type
- Participation in Mobile Text Marketing
- Feelings About Mobile Text Marketing
- How Would Incentives Impact Reaction to Text Marketing?
- Mobile Text Marketing Incentives
- Incentives to Mobile Text Marketing by Age
- Total Spending on Mobile Game Advertising by Region
- Total Ad-Supported Mobile Games Downloaded
- Total Ads Delivered to Mobile Games
- Total SMS and MMS Ad-Receiving Consumers
- Messaging Ads per Consumer
- Total Messaging Ads Delivered
- Total Messaging Ad Revenue
- Total Mobile Search Consumers
- Total Mobile Searches per Year
- Annual Mobile Searches per Consumer
- Total SMS Searches per Year
- Total Off-Portal Browser Searches per Year
- Total Carrier Portal Searches per Year
- Total Mobile Search Ad Revenue
- Total Mobile Web Ad Text Receiving Consumers
- Total Mobile Web Text Ads Per Year
- Total Clicked-Through Mobile Text Ads Per Year
- Total Mobile Web Text Ad Revenue
- Total Mobile Web Banner-Ad Receiving Consumers
- Total Mobile Web Banner Ads Per Year
- Total Mobile Web Banner Ad CPM
- Total Mobile Web Banner Ad Revenue
- Total Mobile Video Consumers
- Mobile Video Sessions Per Week
- Mobile Video Ads Per Session
- Total Mobile Video Ad Revenue
Figures
- Mobile Advertising and Marketing Value Chain
- The Advertiser and Mobile Marketing: Lots of Choices
- Mobile Marketing Value Chain w/Technology Platform Focus
- Mobile Gaming Business Model
- Mobinyo Site for Ad-Supported Games
- mBlox SMS Aggregation Model for Application to Person
- SMS Banking Message
- Mobilians Mobile Payment Network Illustration
- Magazine Mobile Text Marketing Call to Action
- Billboard Text Message Marketing Call to Action
- Realtor Sign Using Mobile Short Code
- SMS Advertising in South Korea
- On-Deck Search Bar
- Medio’s MobileNow Ad Network Ad Types Supported
- MCN Powered Search Screen
- Yahoo oneSearch Screen
- Google Patent for Advertising to Mobile Devices
- Mobile Internet Advertising Ecosystem
- Mobile Text and Banner Advertising in Japan
- MySpace on Mobile Phones
- AdMob’s Graphical Representation of Their Ad Network
- Admob Breakdowns of Handsets by Impression
- Banner Ad For Discovery Channel
- AdMob Delivered Ad and Custom Landing Page
- ScreenTonic’s Mobile Ad Platform Components
- Enpocket’s Customers
- Mobile Video Ecosystem
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Number of Pages:
| 79 |
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Number of Tables, Charts and Figures:
| 93 |
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Deliverable Formats:
|   |
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Price:
| Login |
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Release Date:
| 1Q 2008 |
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