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

2Q 2011 | Research Report Report | RR-MMAD-11 | 56 pages | 21 tables | 37 charts | 70 figures | Excel | PDF | Powerpoint

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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.

Table of Contents

  • Top Line Forecast
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 7. TOP 10 BEST PRACTICES
  • 8. COMPANY DIRECTORY
  • 9. ACRONYMS
  • 10. LINKS TO RELATED RESEARCH
  • 11. SCOPE OF STUDY
  • 12. SOURCES AND METHODOLOGY
  • 13. NOTES

Charts

  1. Total Spending Mobile Advertising, World Market, Forecast: 2011 to 2016
  2. Total Spending Mobile Advertising
  3. Activities Done on Mobile Phones at Least Sometimes or Daily
  4. Daily Mobile Activities
  5. Interest in Mobile Activities Not Yet Done by Respondents
  6. Types of Mobile Apps Downloaded, Would be Interested in Downloading
  7. Response Level to Mobile Ads
  8. Actions Taken as a Result of Viewing or Clicking Mobile Ads
  9. Allowing Location to be Used by a Third Party
  10. Activities Performed on Tablets
  11. Mobile Ad Spending by Type
  12. Mobile Ad Spending by Type
  13. Mobile Ad Spending by Type
  14. Mobile Ad Spending by Type
  15. Mobile Ad Spending by Type
  16. Mobile Ad Spending by Type
  17. Mobile Ad Spending by Type
  18. Mobile Ad Spending by Type
  19. Mobile Ad Spending by Type


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