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Mobile Advertising Market Analysis, Outlook, and Forecasts 2014 - 2019

  • August 2014
  • -
  • Mind Commerce Publishing
  • -
  • 58 pages

Overview:

Mobile advertising has evolved beyond an experiment to become a legitimate marketing channel for mainstream advertisers. However, the mobile channels remains challenged in certain key areas such as certain industry vertical proof points and ROI.

This research focuses on the challenges and opportunities within mobile marketing and advertising in 2014 and beyond. The report includes market analysis, solution assessment, and forecasts 2014 - 2019. The report reviews existing display/UI methods as well as supporting systems and procedures. The report also evaluates the impact of next generation methods including the use of LTE Direct for location-based advertisements.

All purchases of Mind Commerce reports includes time with an expert analyst who will help you link key findings in the report to the business issues you're addressing. This needs to be used within three months of purchasing the report.

Target Audience:

Traditional media outlets
Mobile network operators
Mobile platform developers
Mobile advertising networks
Marketing and advertising agencies
Smartphone and tablet manufacturers
Mobile search and content aggregators

Table Of Contents

Mobile Advertising Market Analysis, Outlook, and Forecasts 2014 - 2019
Table of Contents:

1.0 EXECUTIVE SUMMARY 5
2.0 OVERVIEW 7
2.1 MOBILE ADVERTISING VALUE CHAIN 7
2.1.1 ADVERTISERS 8
2.1.2 MOBILE MEDIA AGENCIES AND BUYERS 8
2.1.3 REAL-TIME MOBILE AD INVENTORY MARKETPLACES 8
2.1.4 MOBILE AD NETWORKS 9
2.1.5 MOBILE ADVERTISING PUBLISHERS AND DEVELOPERS 10
2.1.6 MOBILE NETWORKS AND DEVICES 10
2.2 MOBILE ADVERTISING MARKET SIZE AND GROWTH OUTLOOK 2014 - 2019 11
2.3 MOBILE ADVERTISING IN CONTEXT 14
2.4 TELECOM SUBSCRIBERS GLOBALLY IN 2014 14
3.0 MAJOR INFLUENCERS IN MOBILE ADVERTISING AND MARKETING 16
3.1 EMERGENCE OF ADVANCED MOBILE INTERNET DEVICES AN TECHNOLOGY 16
3.2 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL 16
3.2.1 SHORT MESSAGING SERVICE (SMS) 17
3.2.2 MULTIMEDIA MESSAGING SERVICE (MMS) 17
3.3 MOBILE EMAIL TO MOBILE MESSAGING 18
3.4 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR 20
3.5 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS 22
4.0 MARKET STRUCTURE ANALYSIS 23
4.1 MAJOR PLAYERS IN MOBILE ADVERTISEMENT INDUSTRY 23
4.1.1 GOOGLE 23
4.1.2 FACEBOOK 24
4.2 MOBILE ADVERTISING REVENUE MARKET SHARE BY SPEND 25
4.3 GOOGLE VS. FACEBOOK MOBILE ADVERTISEMENT MARKET SHARE ANALYSIS 26
5.0 COMPARATIVE ANALYSIS OF MOBILE LOCATION BASED ADVERTISING 27
5.1 OVERVIEW OF LOCATION-BASED MARKETING (LBM) 27
5.2 LBM TECHNOLOGIES IN MOBILE ADVERTISING 27
5.3 LOCATION BASED ADVERTISEMENT VALUE CHAIN 28
5.4 LOCATION, SEARCH, AND RETAIL ADVERTISING AND COMMERCE 29
5.5 LOCATION BASED ADVERTISING ECOSYSTEM ANALYSIS 30
5.5.1 MOBILE NETWORK OPERATORS 30
5.5.2 APPLICATION PROVIDERS 31
5.5.3 CONTENT PROVIDERS 31
5.5.4 DEVICE MANUFACTURERS 31
5.5.5 MERCHANTS AND LOCAL COMPANIES 31
5.5.6 MOBILE SOFTWARE VENDORS 32
5.6 GLOBAL LOCATION BASED MOBILE ADVERTISING SPENDING 2014 - 2019 32
5.7 GLOBAL LOCAL MOBILE AD SPEND BY FORMAT 2014 - 2019 33
6.0 FUTURE OF MOBILE ADVERTISING 34
6.1 MOBILE ADVERTISEMENT GLOBAL DEVELOPMENTS TO 2019 34
6.2 ASIA CONTINUES AS GLOBAL GROWTH LEADER 34
6.3 MOBILE MARKETING GROWTH IN EUROPE 36
6.4 GROWTH OF MOBILE MARKETING SPEND IS A BIG CHALLENGE 36
6.5 MOBILE ADVERTISING TAKES OVER: CASE IN POINT IS THE UK BY 2019 38
6.6 UNITED STATES TO SEE STRONG GROWTH 2020 38
6.7 FACEBOOK AND GOOGLE WILL ACCOUNT FOR INCREASINGLY LARGE SHARE 40
6.8 MORE IN-APP ADVERTISING 40
6.9 NEXT GENERATION ADVERTISING OVER CONNECTED DEVICES 41
6.10 NEXT GENERATION PRESENCE AND LOCATION FOR ADVERTISING AND COMMERCE 41
6.11 WEARABLE TECHNOLOGY AND MOBILE ADVERTISING 42
6.12 EXPANSION OF MOBILE SOCIAL ADVERTISING AND COMMERCE 43
6.13 PARTNERSHIP AND MandA IN MOBILE ADVERTISING INDUSTRY 43
6.13.1 EXAMPLE: OPERA MEDIAWORKS 43
6.13.2 EXAMPLE: MOBILE SCREEN OFFER IN CANADA'S CINEPLAX 44
6.14 KEY CHALLENGES FOR MOBILE ADVERTISING 45
7.0 RECOMMENDATIONS FOR MOBILE ADVERTISERS 46
7.1 ECONOMIC DOWNTURN EFFECTS ON MOBILE ADVERTISING 46
7.2 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS 47
8.0 APPENDIX 51
8.1 ADVERTISING EXPENDITURE PER USER: ONLINE VS. MOBILE 51
8.2 ADVERTISING EXPENDITURES IN TRADITIONAL MEDIA 52

List of Figures

Figure 1: Mobile Display Advertisement Methods 7
Figure 2: Mobile Search 8
Figure 3: Mobile Advertising Value Chain 10
Figure 4: Real-time Bidding for Advertisements 12
Figure 5: Global Smartphones Market Share 2014 14
Figure 6: Mobile Advertisement spending CAGR Globally 2014 - 2019 16
Figure 7: Mobile Internet User share by Region 2014 19
Figure 8: Global Mobile Data Usage 2014 - 2019 23
Figure 9: Share of Global Spending on Mobile Advertising by Ad Category 25
Figure 10: Google vs. Facebook Mobile Advertisement Market Share Analysis 29
Figure 11: Location based Advertisement Value Chain 31
Figure 12: Global Location based Mobile Advertising Spending 2014 - 2019 35
Figure 13: Growth of Global Mobile Advertising by Region 2014 - 2019 40
Figure 14: Facebook and Google's Growth 2014 - 2019 43
Figure 15: Opera Mediaworks's Advertising Global Campaigns 46

List of Tables

Table 1: Global Mobile Advertising Spending 2014-2019 15
Table 2: Global Advertising Spending 2014 - 2019 17
Table 3: Advertising Expenditure per Unique User Online vs. Mobile 17
Table 4: Telecom Subscribers Globally 2014 18
Table 5: Mobile Email Application by Industry Segment 22
Table 6: Mobile Content Consumption on iPhones and Smartphones 22
Table 7: Mobile Ad Revenue Share Globally by Company 2013 - 2014 26
Table 8: Google's Worldwide Advertising Revenue 2014 - 2019 27
Table 9: Facebook' Worldwide Advertising Revenue 2014 - 2019 28
Table 10: Mobile Advertising Market Share by Spend 2014 - 2019 28
Table 11: Global Local Mobile Ad Spend By Format 2014 - 2019 36
Table 12: UK's Advertising Revenue by Method 2014 - 2019 41
Table 13: United States Advertising Market Comparison 42
Table 14: Advertising Expenditure per User by Region 54
Table 15: Movie Theater Advertising 55
Table 16: Magazine Advertising 55
Table 17: Newspaper Advertising 56
Table 18: Outdoor Advertising 56
Table 19: Radio Advertising 56
Table 20: Television Advertising 57

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