U.S. Mobile Advertising and Search Markets

• Publication date: November 2010

The U.S. mobile penetration levels are at the 90 percent mark. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. Penetration of next-generation mobile handheld devices such as Smartphones and tablet PCs have opened up newer possibilities in mobile advertising. Adoption of mobile advertising by the nation’s largest mobile operators...

The U.S. mobile penetration levels are at the 90 percent mark. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. Penetration of next-generation mobile handheld devices such as Smartphones and tablet PCs have opened up newer possibilities in mobile advertising. Adoption of mobile advertising by the nation’s largest mobile operators and innovative MVNOs as well as entry of the online advertising leaders is a testament to the perceived potential of the market opportunity.

Online Advertising Industry in the United States

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1. Introduction

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Mobile Advertising and Search
o Introduction and Overview
o Market Segmentation
o Key Findings and Conclusions

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2. Market Trends and Strategic Evaluation and Analysis

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Key Market Trends
o Continued Growth in Mobile Inventory
o Strong Performance of Rich Media Mobile Ads
o Improved performance of In-application Mobile Advertising
o Publisher-side Mobile Ad Serving Solutions
o Continued Collaboration Between Mobile (and Online) Ad Networks
o Industry Fragmentation - Technologies; Ad formats; Reporting Formats
o A Note on the U.S. Mobile Operators’ Mobile Advertising Strategy

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3. Total U.S. Mobile Advertising and Search Market

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Market Definitions and Overview
o Definitions and Overview
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Market Dynamics
o Industry Challenges
o Market Drivers
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Demand Analysis and Market Forecasts
o Market Forecasts
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Competitive Analysis of the U.S. Mobile Advertising and Search Market
o Competitive Analysis
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Market Share
o Market Share Analysis

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4. Messaging-based Mobile Advertising Market

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Introduction to Messaging-based Mobile Advertising (and Mobile Marketing) Market
o Introduction and Overview
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Key Market Trends
o Need for Integrated Campaigns
o Growth of Mobile Messaging Volume
o Revenue Shares for Premium Rate and Standard Rate Mobile Messaging Campaigns
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Market Revenue Forecasts
o Revenue Forecasts for Messaging-based Mobile Advertising and Marketing

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5. Mobile Internet-based Display Advertising Market

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Introduction to Mobile Internet Display Advertising Market
o Introduction and Overview
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Key Market Trends
o Increasing Inventory Levels
o Rich Media Ads and Mobile Internet
o Advertiser Categories and Campaign Destination Mix
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Market Revenue Forecasts
o Revenue Forecasts for Mobile Internet-based Display Advertising

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6. Mobile Video Advertising Market

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Introduction to Mobile Video Advertising Market
o Introduction and Overview
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Key Market Trends
o Branding vs. Performance Ads
o Mobile Video Ad Pricing Models
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Market Revenue Forecasts
o Revenue Forecasts for Mobile Video Advertising

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7. In-application Mobile Advertising Market

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Introduction to In-application Mobile Advertising
o Introduction and Overview
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Key Market Trends
o Smartphones; Mobile Applications and Rich Media Advertising
o New Inventory Types - Tablets and Others
o Mobile Operators and In-application Mobile Advertising
o Campaign Budgets and Ad Pricing
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Market Revenue Forecasts
o Revenue Forecasts for In-application Mobile Advertising

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8. Mobile Search and Other Performance-based Mobile Advertising Market

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Introduction to Mobile Search and Other Performance-based Mobile Advertising Mechanisms
o Introduction and Overview
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Key Market Trends
o Revenue Model
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Market Revenue Forecasts
o Revenue Forecasts for Mobile Search and Other Performance-based Advertising

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9. Impact of Next-generation Connected Tablets on Mobile Advertising

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Connected Tablet PCs and Mobile Advertising
o Initial Trends and High-level Market Forecasts

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10. Key Industry Participants

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Service and Solution Providers; Mobile Operators and Content Providers
o 4INFO
o AdMarvel
o AdMob(Google)
o Amobee
o Apple
o Crisp Wireless
o DoubleClick
o Flurry
o Google
o Greystripe
o Hipcricket
o InMobi
o iVdopia
o Jumptap
o Medialets
o MediaMind
o Microsoft
o Millennial Media
o Mobclix
o MobiTV
o Mojiva and mOcean Mobile
o Nexage
o PointRoll
o Rhythm NewMedia
o Sprint
o Transpera
o Vantrix
o Vibes Media