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Mobile Advertising

Deploying Mobile Display, Search, Messaging and In-App Ads

Research Report

Pages
50
Deliverables
Released
2Q 2011
Product Code
RR-MMAD-11
Price
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Mobile advertising is ready to boom. In the past year mobile ad spending has accelerated as more advertisers have come to realize their prospects are increasingly reachable via mobile devices. Advertisers can no longer afford to ignore mobile and it is time to open up the budget with a mobile strategy.

But there is a problem: many advertisers need help formulating a strategy. This report provides that help in the form of current best practices for advertisers ready to embrace mobile advertising. It also presents key trends for mobile advertising and spending forecasts for the next five years.

What Questions Does This Report Answer?

  • What are best practices for mobile advertising and marketing?
  • What are the key drivers and inhibitors for the mobile advertising industry?
  • How large will the mobile advertising market be in five years?
  • How do mobile consumers react to mobile advertising?
  • What nuggets do mobile advertising case studies hold?

Who Needs This Report?

  • Advertisers
  • Advertising agencies
  • Mobile ad networks
  • Media and content providers
  • Mobile device manufacturers
  • Mobile application developers

Table of Contents

  • Executive Brief

  • Top Line Forecast
  • Drivers
  • Inhibitors
  • Summary and Strategic Recommendations

Section 1.
EXECUTIVE SUMMARY
1.1. Uncertain Waters
1.2. Market Drivers for the Coming Boom
1.3. Expected Inhibitors
1.4. Takeaways: Best Practices
1.5. Forecast Highlights

Section 2.
MOBILE ADVERTISING HAS TURNED CORNER, READY FOR BOOM
2.1. Drivers
2.2. Inhibitors
2.3. The Mobile Ad Ecosystem's Many Moving Parts
2.4. Location-Based Ad Targeting
2.5. Consumer Acceptance of Mobile Advertising
2.6. Many Mobile Activities Lend Themselves to Advertising Support
2.7. Mobile Web Activities Mimic Online
2.8. Future Growth: Internet Access and Search
2.9. Gaming Apps Top the List
2.10. Mobile Ads Do Generate Clicks
2.11. Mobile Ads Spur Multiple Desired Responses
2.12. Consumers Have Issues Concerning Use of Location
2.13. Tablets, the New Kid on the Mobile Advertising Block
2.14. Privacy Concerns and other Legal Issues

Section 3.
ADVERTISERS MUST SORT THROUGH A GLUT OF TECHNOLOGIES
3.1. Messaging
3.2. Paid Search
3.3. Display
3.4. In-Application
3.5. Video
3.6. Need to Understand Mobile's Deeper Complexities
3.7. Response Mechanisms and Post-Click Engagement
3.8. Metrics and Pricing
3.9. Ad Agencies

Section 4.
KEY PLAYERS IN MOBILE ADVERTISING
4.1. Apple
4.2. Google
4.3. InMobi
4.4. Millennial Media
4.5. Jumptap
4.6. Velti
4.7. Greystripe (ValueClick)
4.8. Amobee
4.9. Affle
4.10. Smaato
4.11. Operators

Section 5.
CASE STUDIES
5.1. North America: Audi A7
5.2. Western Europe: UEFA Champions League
5.3. Asia-Pacific: New Zealand Elections
5.4. Asia-Pacific: "27 Dresses" (movie)
5.5. North America: CSAA Mobile Ad Display Campaign
5.6. North America: Eagle Claw

Section 6.
MARKET FORECASTS
6.1. Forecast Methodology
6.2. Definitions and Assumptions
6.3. Worldwide Mobile Ad Spending
6.4. Western Europe Mobile Advertising Forecast
6.5. Eastern Europe
6.6. Asia-Pacific
6.7. North America
6.8. Latin America
6.9. Middle East
6.10. Africa

Section 7.
TOP 10 BEST PRACTICES

Section 8.
COMPANY DIRECTORY

Section 9.
ACRONYMS

Section 10.
LINKS TO RELATED RESEARCH

Section 11.
SCOPE OF STUDY

Section 12.
SOURCES AND METHODOLOGY

Section 13.
NOTES




19 Tables

Registered users can view table structure by clicking on the table title. Register now or Log in.
1
Total Spending Mobile Advertising, World Market, Forecast: 2011 to 2016
2
Total Spending Mobile Advertising by Type, World Market, Forecast: 2011 to 2016
3
Total Messaging Application Users, World Market, Forecast: 2011 to 2016
4
Annual Application Messaging Traffic Sent, World Market, Forecast: 2011 to 2016
5
Total Spending Ad-Supported Messaging, World Market, Forecast: 2011 to 2016
6
Total Mobile Search Users, World Market, Forecast: 2011 to 2016
7
Annual Search Volume, World Market, Forecast: 2011 to 2016
8
Annual Paid Search Clicks, World Market, Forecast: 2011 to 2016
9
Total Spending Mobile Search Advertising, World Market, Forecast: 2011 to 2016
10
Regular Mobile Internet Users, World Market, Forecast: 2011 to 2016
11
Total Mobile Display Inventory, World Market, Forecast: 2011 to 2016
12
Total Spending Mobile Display Advertising, World Market, Forecast: 2011 to 2016
13
Mobile App Users, World Market, Forecast: 2011 to 2016
14
Annual Mobile App Volume, World Market, Forecast: 2011 to 2016
15
Total Spending In-App Advertising, World Market, Forecast: 2011 to 2016
16
Mobile Video Users, World Market, Forecast: 2011 to 2016
17
Annual Mobile Video Inventory, World Market, Forecast: 2011 to 2016
18
Total Spending Mobile Video Advertising, World Market, Forecast: 2011 to 2016
19
Top 10 Best Practices for Mobile Advertising, World Market
19 Charts
  • Total Spending Mobile Advertising
  • Activities Done on Mobile Phones at Least Sometimes or Daily
  • Daily Mobile Activities
  • Interest in Mobile Activities Not Yet Done by Respondents
  • Types of Mobile Apps Downloaded, Would be Interested in Downloading
  • Response Level to Mobile Ads
  • Actions Taken as a Result of Viewing or Clicking Mobile Ads
  • Allowing Location to be Used by a Third Party
  • Activities Performed on Tablets
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Mobile Ad Spending by Type
  • Total Spending Mobile Advertising, World Market, Forecast: 2011 to 2016