Mobile Marketing and Advertising in Japan and South Korea

Business Issues, Ad Methods, Case Studies, and Forecasting

In Japan and South Korea, mobile marketing has been developed by mobile operators looking for new ways to monetize services and develop new sources of revenue. Marketers and brand managers believe mobile advertising allows highly targeted campaigns that reach specific segments of interest to advertisers. High speed access over 3G and high-end mobile handsets has expanded the base for mobile advertising, and new methods and advertising models are being introduced. This study examines market structures, business issues, specific mobile advertising methods, and real case studies. It highlights both conventional and newly developed advertising tools, covering SMS, MMS, mobile coupons, idle screen-based advertising, ringback tone ads, hot codes and hot numbers, vehicle navigation-based ads, mobile search for ads, mobile games, and more. The report includes forecasts for spending and market values segmented by advertising tool.

What Questions Does This Report Answer?

  • How will the market for mobile advertising and marketing grow in Japan and South Korea?
  • How do Japanese and South Korean advertisers develop mobile advertising?
  • What are the upcoming issues that will affect Japanese and South Korean mobile advertising?
  • What are the service and market structures in these markets?
  • What are the newly developed services and applications in Japan and South Korea? What are the main features of these services and applications?
  • What kinds of services and applications are most appropriate for mobile marketing and advertising?
  • What are the successful case studies? How do the successful advertising cases achieve the desired results?
  • What will the market value be by 2012?
  • Where will the greatest spending for mobile marketing and advertising take place?

Who Needs This Report?

  • Brand Managers
  • Marketers and advertisers
  • Mobile service operators
  • Content developers
  • Mobile aggregators
  • Venture capitalists
  • Consultants

Table of Contents


Section 1.
EXECUTIVE SUMMARY

Section 2.
MARKET OVERVIEW
2.1. Market Environment and Business Issues in Japan
2.2. Market Environment and Business Issues in South Korea

Section 3.
MOBILE MARKETING AND ADVERTISING TOOLS AND METHODS
3.1. Japan’s Common Advertising Tools
3.1.1. Picture – Banner-Based Mobile Advertising
3.1.2. Dokusuru Menu – Content-Based Mobile Advertising
3.1.3. Message Free – Messages and Push-Type Ads
3.2. SMS Advertising: South Korea
3.3. MMS Advertising: South Korea
3.4. Biz Ring/Event Ring (Advertising via Ringback Tone): South Korea
3.5. Hot Code and Hot Number: South Korea/QR Code and Doku Number: Japan
3.6. Mobile Coupon: South Korea
3.7. Mobile Search: Japan and South Korea
3.8. Navigation Advertising via GPS: Japan
3.9. Advertising over Mobile Games: Japan and South Korea
3.10. Ad MoA – Mobile Advertising via Idle Screen: South Korea

Section 4.
CASE STUDIES
4.1. Japan and South Korea
4.1.1. AUDI and BMW: New Model Launching via Mobile Channels
4.1.2. Cosmetic Sample Campaign with MMS Advertising
4.1.3. McDonald’s Korea Campaign via Ad MoA (Idle Screen Advertising)
4.1.4. Toyota bB Campaign over Mobile Channels
4.1.5. Apple iPod nano via QR Code
4.2. Other Asian Mobile Advertising Cases
4.2.1. Hong Kong: Johnson & Johnson Vision Care
4.2.2. China: Nokia N Series Campaign

Section 5.
FORECASTING
5.1. Market Value for Mobile Marketing and Advertising
5.2. Message-Based Advertising and Marketing Forecasting
5.2.1. SMS-Based Advertising and Marketing Message Volumes
5.2.2. SMS-Based Advertising and Marketing Click-Through Rates
5.2.3. SMS-Based Advertising and Marketing Click-Through Revenue
5.3. Video Clip and MMS-Based Advertising Forecast
5.3.1. Video Clips and MMS-Based Advertising and Marketing Message Volumes
5.3.2. Video Clips and MMS-Based Advertising and Marketing Click-Through Rates
5.3.3. Video Clips and MMS-Based Advertising and Marketing Click-Through Revenue
5.4. Browser-Based Mobile Search Advertising
5.4.1. Browser-Based Sponsored Search
5.4.2. Browser-Based Sponsored Search: Ad Click-Through
5.4.3. Browser-Based Sponsored Search Total Click-Through Revenue

Section 6.
COMPANY LIST

Section 7.
ACRONYMS
SCOPE OF STUDY
SOURCES AND METHODOLOGY
NOTES



Tables
  • Total Spending Mobile Marketing and Advertising, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • SMS-Based Advertising Messages Sent, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • SMS-Based Ads Clicked Through, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • SMS-Based Advertising Click-Through Revenue, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Video Clip and MMS-Based Advertising Messages Sent, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Video Clip and MMS-Based Ads Clicked Through, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Video Clip and MMS-Based Advertising Click-Through Revenue, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Browser-Based Sponsored Search: Unique Ad-Sponsored Search, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Browser-Based Sponsored Search: Ad Click-Through, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Browser-Based Sponsored Search Total Click-Through Revenue, Japan and South Korea Markets, Forecasts: 2006 to 2012

Charts
  • CPM (Cost per Millennium) Comparison
  • Tariff Plan for Biz Ring
  • CPM (Cost per Millennium) Comparison
  • The Most Favorable Mobile Advertising Type in South Korea
  • Advertising Effect Comparison Ad MoA vs. Other Media
  • Idle Screen Advertising Effect Contributing to Brand and Ad Awareness
  • Total Spending Mobile Marketing and Advertising, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • SMS-Based Advertising Messages Sent, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • SMS-Based Ads Clicked Through, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • SMS-Based Advertising Click-Through Revenue, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Video Clip and MMS-Based Advertising Messages Sent, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Video Clip and MMS-Based Ads Clicked Through, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Video Clip and MMS-Based Advertising Click-Through Revenue, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Browser-Based Sponsored Search: Unique Ad-Sponsored Search, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Browser-Based Sponsored Search: Ad Click-Through, Japan and South Korea Markets, Forecasts: 2006 to 2012
  • Browser-Based Sponsored Search Total Click-Through Revenue, Japan and South Korea Markets, Forecasts: 2006 to 2012

Figures
  • Japanese Advertising Tools: Scope and Features of Picture, DokuSuru Menu, and Message Free
  • Picture – Japanese Banner Ads Found in Mobile Phones
  • Dokusuru Menu Structure
  • Message Free
  • SMS Advertising in South Korea
  • Doku Number
  • QR Code for Advertising
  • QR Code Attached on Consumer Products
  • Hot Code Attached to a Business Card
  • Ufit Mobile Coupon
  • An Example of Product and Brand Placement in Game
  • Ad MoA Content
  • Audi and BMW Mobile Advertising over Video Clips
  • Cosmetic Sample Campaign over MMS
  • McDonald’s Idle Screen-Based Advertising in South Korea
  • Toyota bB Campaign over Mobile Channels
  • Apple iPod nano Advertising over QR Code
  • Johnson & Johnson Vision Care via Mobile Advertising
  • Nokia N Series Campaign over Mobile Advertising