Mobile Marketing and Advertising

Mobile Continues Its Climb While Print and Online Falter

Mobile marketing and advertising are coming of age. Seen as the most personal means of communication with consumers, mobile advertising is rallying to overcome the stigma of larger advertising markets – print, TV, radio and online. Despite scrutiny over advertising spending in an economic decline, mobile advertising has remained flat year-over-year and in some areas made minor gains. SMS and messaging continue to dominate as the vehicles able to interact with the largest portion of the installed base for mobile phones. Mobile games used to represent the total sum of in-application advertising, but not any more. The surge in smartphone applications broadens the appeal for marketing messages inserted during program runtime. Location is the mobile marketer’s best friend as it quickly becomes an integral component for precision audience targeting.

This study examines the expansion and growth of the mobile segment. The report defines mobile marketing, describes major ecosystem players and delves into a range of popular and emerging technology channels used to communicate directly with the mobile consumer, including: messaging, search, web, video and applications. The study also describes the role that Proximity Marketing and Location-Based Services have in reaching the actively shopping consumer.

What Questions Does This Report Answer?

  • How do the various technology methods compare to each other?
  • How is the mobile marketing and advertising ecosystem constructed?
  • What are the revenue contributions to mobile advertising by mobile communications technology?
  • What are the revenue contributions to mobile marketing by geographic region?
  • What technology channels are driving mobile advertising and which are up-and-coming?

Who Needs This Report?

  • Ad network providers
  • Content and advertising publishers
  • Creative and advertising agencies
  • Mobile handset manufacturers
  • National and local brand advertisers
  • Wireless operators

Table of Contents


Section 1.
Executive Summary
1.1. Market Drivers
1.2. Market Inhibitors
1.3. Market Share

Section 2.
Mobile Marketing
2.1. Mobile Advertising and Marketing Value Chain
2.1.1. Content Providers
2.1.2. Advertisers
2.1.3. Agencies
2.1.3.1. Mobile Marketing Specialist Agencies
2.1.4. Mobile Marketing and Advertising Technology Providers
2.1.4.1. Mobile Marketing Technology Platform Vendors
2.1.4.2. Ad Server/Network Companies
2.1.4.3. Search
2.1.4.4. Mobile Applications Developers
2.1.5. Wireless Operators
2.1.5.1. Handset Manufacturers
2.2. Mobile Advertising Metrics
2.3. Consumer Acceptance of Mobile Marketing and Advertising
2.3.1. The Rise of Text Messaging and Mobile Marketing
2.3.2. Consumer Reactions to Mobile Marketing
2.4. Mobile Advertising Overall Revenue

Section 3.
Mobile Application Advertising
3.1. Mobile Application Business Overview
3.1.1. Industry Structure
3.1.1.1. Applications Developers
3.1.1.2. Applications Publishers
3.1.1.3. Handset Manufacturers
3.1.1.4. Wireless Operators
3.2. Mobile Application Advertising Forecast

Section 4.
Mobile Messaging Advertising
4.1. Introduction
4.1.1. Downloading of Content
4.1.2. Text Voting
4.1.3. Text Alerts
4.1.4. Mobile Coupons
4.1.5. Mobile Banking
4.1.6. Mobile Commerce
4.1.7. Mobile Donations
4.1.8. Marketing
4.2. Various Forms of Messaging Marketing and Advertising
4.2.1. Push vs. Pull
4.2.2. Cross-Marketing Calls to Action with Text Messaging
4.2.3. Unsolicited Mobile Messages and Spam
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. InfoSpace
5.3.1.2. Jumptap
5.3.1.3. Medio Systems
5.3.1.4. Mobile Content Networks (MCN)
5.3.2. Are Wireless Operators Moving Toward Hybrid Search Results?
5.4. Search as Mobile Advertising Enabler
5.5. Branded Search
5.5.1. ChaCha Search
5.5.2. Google Mobile
5.5.3. Microsoft Live Search
5.5.4. Yahoo! oneSearch
5.5.5. Alternative Mobile Search Engines
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
6.4. 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. DoubleClick
6.5.3. Google AdSense
6.5.4. Madhouse
6.5.5. Microsoft ScreenTonic
6.5.6. Millennial Media
6.5.7. Nokia Interactive Advertising
6.5.8. Quattro Wireless
6.5.9. Third Screen Media
6.5.10. Yahoo! Mobile Publisher Services
6.6. Mobile Web Advertising Forecast

Section 7.
Mobile Video Advertising
7.1. Mobile Video Ecosystem
7.2. Advertising and Mobile Video
7.2.1. Mobile Video Advertising Technology
7.3. Mobile Video Advertising Forecast

Section 8.
Location-Based Mobile Advertising
8.1. Location-Based Advertising (LBA)
8.2. Location-Based Advertising Technologies
8.2.1. LBA Types
8.2.2. LBA Models
8.2.3. Response Modes
8.2.4. Location Data
8.3. Ecosystem
8.3.1. Mobile Publishers
8.3.2. Advertisers
8.3.3. Agencies
8.4. Case Studies of Ad-Funded Location-Based Services Applications
8.4.1. Ad-Funded Off-Board Handset-Based Navigation
8.4.1.1. Jentro Technologies
8.4.1.2. LocatioNet
8.4.2. Location-Based Social Networking
8.4.3. Other Examples

Section 9.
Proximity Marketing
9.1. Proximity Marketing Overview
9.2. Proximity Marketing Technologies
9.3. Proximity Campaign Examples
9.4. Barriers and Privacy Concerns
9.5. Outlook and Market Forecast

Section 10.
Company Directory

Section 11.
Acronyms
Scope of Study
Sources and Methodology
Notes





Tables
  • Total Spending Mobile Marketing and Advertising, World Market, Forecast: 2005 to 2014
  • Total Spending Mobile Marketing and Advertising, World Market, Forecast: 2005 to 2014
  • Total Mobile Marketing and Advertising by Type, World Market, Forecast: 2005 to 2014
  • Total Mobile Application Advertising Revenue, World Market, Forecast: 2006 to 2014
  • Total Ad-Supported Mobile Applications Downloaded, World Market, Forecast: 2006 to 2014
  • Total Ads Delivered to Mobile Apps, World Market, Forecast: 2006 to 2014
  • Total SMS and MMS Ad-Receiving Consumers, World Market, Forecast: 2005 to 2014
  • Total SMS and MMS Ads per Ad-Receiving Subscriber, World Market, Forecast: 2005 to 2014
  • Total SMS and MMS Ads Sent per Year , World Market, Forecast: 2005 to 2014
  • Total SMS and MMS Advertising Revenue, World Market, Forecast: 2005 to 2014
  • Total Consumers Using Mobile Search, World Market, Forecast: 2007 to 2014
  • Total Searches per Year, World Market, Forecast: 2007 to 2014
  • Average Number of Searches per Consumer per Year, World Market, Forecast: 2007 to 2014
  • Total SMS Searches per Year, World Market, Forecast: 2007 to 2014
  • Total Off-Portal Mobile Browser Searches per Year, World Market, Forecast: 2007 to 2014
  • Total Carrier Portal Searches per Year, World Market, Forecast: 2007 to 2014
  • Total Mobile Search Revenue, World Market, Forecast: 2007 to 2014
  • Total Mobile SMS Search Revenue, World Market, Forecast: 2007 to 2014
  • Total Off-Portal Mobile Search Revenue, World Market, Forecast: 2007 to 2014
  • Total Carrier Portal Search Revenue, World Market, Forecast: 2007 to 2014
  • Total Mobile Web Text Ad-Receiving Subscribers, World Market, Forecast: 2005 to 2014
  • Total Mobile Web Text Ads Delivered, World Market, Forecast: 2005 to 2014
  • Total Clicked-Through Mobile Text Ads per Year, World Market, Forecast: 2005 to 2014
  • Total Mobile Web Text Ad Revenue, World Market, Forecast: 2005 to 2014
  • Total Mobile Web Banner Ad-Receiving Subscribers, World Market, Forecast: 2005 to 2014
  • Total Mobile Web Banner Ads Delivered, World Market, Forecast: 2005 to 2014
  • Mobile Web Banner Ad CPMs, World Market, Forecast: 2005 to 2014
  • Total Mobile Web Banner Ad Revenue, World Market, Forecast: 2005 to 2014
  • Total Mobile Video Subscribers, World Market, Forecast: 2006 to 2014
  • Total Mobile Video Sessions per Week, World Market, Forecast: 2006 to 2014
  • Total Mobile Video Ads per Session, World Market, Forecast: 2006 to 2014
  • Mobile Video Ad CPMs, World Market, Forecast: 2006 to 2014
  • Total Mobile Video Ads per Year, World Market, Forecast: 2006 to 2014
  • Total Mobile Video Ad Revenue, World Market, Forecast: 2006 to 2014

Charts
  • Total Spending Mobile Marketing and Advertising, World Market, Forecast: 2008 to 2014
  • Text Message on Mobile Phone at Least Once a Day, United States, December 2008
  • Responded to a Marketing/Advertising Message via a Text Message, United States, December 2008
  • Reactions to Receiving Marketing Messages via a Text Message, United States, December 2008
  • Likelihood of Responding to a Text Marketing Message, United States, December 2008
  • Types of Incentives Most Effective in Getting You to Respond to a Text Marketing Message, United States, December 2008
  • Total Spending Mobile Marketing and Advertising, World Market, Forecast: 2008 to 2014
  • Total Spending Mobile Marketing and Advertising by Type, World Market, Forecast: 2008 to 2014
  • Total Mobile Application Advertising Revenue, World Market, Forecast: 2008 to 2014
  • Total Ad Supported Mobile Apps Downloaded, World Market, Forecast: 2008 to 2014
  • Total Ads Delivered to Mobile Applications, World Market, Forecast: 2008 to 2014
  • Total SMS and MMS Ad-Receiving Consumers, World Market, Forecast: 2008 to 2014
  • Total SMS and MMS Ads by Ad-Receiving Subscriber, World Market, Forecast: 2008 to 2014
  • Total SMS and MMS Ads Sent per Year, World Market, Forecast: 2008 to 2014
  • Total SMS and MMS Advertising Revenue, World Market, Forecast: 2008 to 2014
  • Total Mobile Search Consumers, World Market, Forecast: 2008 to 2014
  • Total Searches per Year, World Market, Forecast: 2008 to 2014
  • Average Number of Searches per Consumer, World Market, Forecast: 2008 to 2014
  • Total SMS Searches per Year, World Market, Forecast: 2008 to 2014
  • Total Off-Portal Mobile Browser Searches per Year, World Market, Forecast: 2008 to 2014
  • Total Carrier Portal Searches per Year, World Market, Forecast: 2008 to 2014
  • Total Mobile Search Revenue, World Market, Forecast: 2008 to 2014
  • Total Mobile Web Ad Text-Receiving Consumers, World Market, Forecast: 2008 to 2014
  • Total Mobile Web Text Ads per Year, World Market, Forecast: 2008 to 2014
  • Total Clicked-Through Mobile Web Text Ads per Year, World Market, Forecast: 2008 to 2014
  • Total Mobile Web Text Ad Revenue, World Market, Forecast: 2008 to 2014
  • Total Mobile Web Banner Ad-Receiving Consumers, World Market, Forecast: 2008 to 2014
  • Total Mobile Web Banner Ads Delivered, World Market, Forecast: 2008 to 2014
  • Total Mobile Web Banner Ad CPMs, World Market, Forecast: 2008 to 2014
  • Total Mobile Web Banner Ad Revenue, World Market, Forecast: 2008 to 2014
  • Total Mobile Video Consumers, World Market, Forecast: 2008 to 2014
  • Total Mobile Video Sessions per Week, World Market, Forecast: 2008 to 2014
  • Total Mobile Video Ads per Session, World Market, Forecast: 2008 to 2014
  • Total Mobile Video Ad Revenue, World Market, Forecast: 2008 to 2014

Figures
  • Mobile Marketing and Advertising Technology Channels
  • Mobile Advertising and Marketing Value Chain
  • The Advertiser and Mobile Marketing: Lots of Choices
  • Multi-Channel Branding Campaign Example from The Times of India, 2008
  • Mobile Marketing Value Chain with Technology Platform Focus
  • Mobile Game Aggregation Web Site
  • mBlox SMS Aggregation Model for Application to Person
  • SMS Text Alert for Airline Passengers
  • Mobile Coupon Offering Tiered Purchase Discounts
  • Example of Mobile Banking SMS Alert
  • System Architecture of Mobilians' Mobile Commerce System
  • Mobile Donations through SMS Short Code
  • Example of SMS Marketing Campaign
  • Example of Mobile Offer through Fulfillment, Lotte World Korea
  • Example of MMS Campaign
  • Magazine Ad Promoting SMS Call-to-Action for Product Catalog
  • TV Ad for Ringtone Download via SMS
  • Web Site Example of Mobile SMS Call-to-Action
  • Small Business SMS Marketing Example
  • MMS Advertising for South Korean Retail Store
  • On-Deck Search Bar
  • InfoSpace mCore Search Box
  • Medio's Advertising Network Ad Types Supported
  • MCN Distribution Partner Network
  • MCN-Powered Search Screen for DTAC Thailand
  • Mobile Ad Choices by Platform from Google Mobile
  • Google Patent for Advertising to Mobile Devices
  • Yahoo! oneSearch Screens
  • Itsmy.com Mobile Social Search Powered by Taptu
  • Mobile Internet Advertising Ecosystem
  • Mobile Text and Banner Advertising in Japan
  • MySpace Mobile on RIM BlackBerry
  • mLogic Mobile Content Management Platform
  • AdMob's Graphical Representation of their Ad Network
  • AdMob Breakdown of Handsets, by Impressions, February 2009
  • Banner Ad for Discovery Channel on Verizon Wireless Portal
  • Click-to-Play Video Example
  • Mobile Web Landing Page
  • Click-to-Download Ringtones
  • AdMob Delivered Ad and Custom Landing Page
  • Google AdSense for Mobile
  • ScreenTonic's Mobile Ad Platform Components
  • Mobile Video Ecosystem
  • Mobile Video Coverage of the 2008 US Presidential Election Increased Viewership
  • Interactive Video Ad Unit from vSNAX Videos on iPhone