Mobile Advertising Set to Soar
Are mobiles becoming an essential platform for advertisers? Our new report offers research into the new trends in advertising and their increasing focus on mobiles. The industry is currently exploring different options: from SMS marketing to branded apps, through to mobile video and augmented reality. This expanding market is presenting a number of lucrative opportunities which are not yet being exploited to their full potential.
The phenomenal growth in mobile phones, and especially in smart devices, is expanding the realm of advertising into a highly dynamic and personal mobile domain. We believe that global mobile advertising revenues will more than triple over the next five years, reaching $16.85 billion USD by 2016, and showing the fastest growth of all advertising mediums. As the market is set to grow exponentially in the near future, now is the time for advertisers to take advantage of this currently undermined mobile platform.
A Complex Value Chain
Our latest report on mobile advertising provides a detailed analysis of the various marketing techniques available via mobile devices. We review the different advertising formats and channels, and provide information regarding analytics tools and search engine optimisation.
The report also assesses the viability of the mobile advertising ecosystem. We analyse the profiles of the value chain players, highlighting the opportunities and challenges they face in a rapidly evolving industry. Understanding user behaviour, demographics, market fragmentation and privacy issues are important for the deployment of a successful mobile advertising strategy.
Mobile Advertising 2011-2016 provides a full breakdown of industry players, including advertisers, brands, ad agencies, ad networks, ad enablers, network optimisers, platform vendors, search providers, content publishers, app developers, and operators. Our report reveals how their roles, relationships and strategies fit into this complex ecosystem.
What is Unique about this Report?
Mobile Advertising 2011-2016 will enable the reader to identify the most profitable advertising opportunities in the mobile space and understand the fundamentals of ad-based mobile media revenue models. Our report offers an overview of the technology, recommendations on potential strategies and insight into regional and economic markets. Expert interviews with mobile marketing specialists at Blyk, tyntec and Rhythm NewMedia will give you valuable insight about a fast changing and growing market.
Who needs to read this report?
• Mobile Operators - Understand how the market is likely to change over the next 5 years and identify strategies to ensure you can compete with online players and device vendors.
• Content Publishers and Mobile App Developers - Discover opportunities that are available in the mobile advertising sector, and identify new business models to grow your revenues.
• Technology and Platform Vendors - Gain in-depth market knowledge to develop and offer a fully managed mobile advertising solution to your customers.
• Ad Agencies - Increase your understanding of the mobile medium beyond SMS campaigns and ensure you have the right strategies in place to benefit from the expected strong market growth in the coming years.
• Mobile Ad Networks and Network Optimisers - Learn ways to increase fill rates and ensure the availability of high quality mobile advertising inventory on your network.
• Brands and Advertisers - Gain insights into the market trends and learn how you can ensure a good ROI from mobile advertising campaigns.
Visiongain is a trading partner with the US Federal Government
CCR Ref number: KD4R6
Global Online Advertising Industry
Table of Contents
Executive Summary
E.1 The Rise of Mobile Advertising
E.2 Leveraging the Right Channels
E.3 A Complex Value Chain
E.4 Growth Opportunities Shaping the Industry
1. Introduction
1.1 The Global Advertising Industry
1.2 Breaking-Down Advertising by Media Type
1.3 Digital Media Advertising Driven by SMBs and Endemic Advertisers
1.4 Smart Device Growth to Drive the Mobile Services Market
1.5 Mobile Internet Attracts Advertising Revenues
1.6 Mobile Ad Formats
1.7 From Text to Rich Media Display
1.8 Adapting Mobile Advertising Strategies to User Habits
1.9 The Aim & Scope of the Report
1.10 Questions Answered by the Report
1.11 Structure of the Report
1.12 Methodology
2. Understanding Mobile Advertising Channels
2.1 SMS and MMS Marketing
2.1.1 Short Codes
2.1.2 Pull & Pull Messaging
2.1.3 An Uncontested Mobile Advertising Platform
2.2 Idle Screen
2.3 Location-Based Services: A Game Changer for Mobile Advertising
2.4 Location Based Advertising
2.5 Proximity Marketing
2.5.1 Bluetooth Marketing
2.5.2 Mobile Barcodes
2.5.3 Near Field Communication
2.6 Mobile Coupons
2.7 The Mobile Web
2.8 Mobile Search
2.8.1 Mobile Search Leads to More Purchasing
2.8.2 MNOs & Portal Deals
2.9 Mobile Applications
2.9.1 Market Size by Additional In-App Billed Revenue
2.9.2 The Ad-Funded Model
2.9.3 Branded Apps
2.9.4 Mobile Media-Related Apps
2.9.5 Mobile Shopping & Commerce Related Apps
2.10 Advergaming
2.11 Mobile Video
2.11.1 How MNOs Might Slow Mobile Video Ad Growth
2.12 Mobile Music
3. Deploying a Successful Mobile Advertising Strategy
3.1 The Role of Analytics
3.1.1 Display Advertising Tiers
3.1.2 Mobile Ad Networks
3.1.2.1 Blind Networks
3.1.2.2 Premium Blind Networks
3.1.2.3 Premium Networks
3.2 Improving Mobile Search Engine Optimisation
3.3 Analytics, Data and Reach
3.4 Technical Challenges Exacerbated by a Fragmented Ecosystem
3.5 Overcoming the Dangers of Unauthorised Collection of Location Data
3.6 Building a Sustainable Strategy for MNOs
3.7 MNOs and Advertising
3.7.1 Turkcell
3.7.2 Orange & OpenX
3.7.3 AT&T and Pinger
3.7.4 Mobixell Network Solutions
3.7.5 MNO Joint Ventures
3.7.6 Partnerships with OTT Content & Service Providers
3.8 Choosing the Right Mobile Marketing and Advertising Solution
4. The Mobile Advertising & Marketing Ecosystem
4.1 OEMs & OTT Content and Service Providers
4.1.1 Google
4.1.1.1 Mobile Search Advertising with AdWords
4.1.1.2 Click-to-Call and Call Metrics
4.1.1.3 Mobile Ad Sitelinks
4.1.1.4 Hyperlocal Distance Information with Location Extensions
4.1.1.5 The AdMob Network
4.1.1.6 AdSense and AdMob Integration for Mobile Content
4.1.1.7 DoubleClick in Mobile
4.1.2 Apple
4.1.2.1 iAd Network
4.1.2.2 How Successful is the iAd Network?
4.1.3 Yahoo!
4.1.4 Microsoft
4.2 Mobile Advertising Agencies
4.2.1 Clanmo
4.2.2 Sponge
4.2.3 Mobile Dreams Factory
4.2.4 Phonevalley
4.2.5 Hungama Mobile
4.2.6 Grupo.Mobi
4.2.7 The Success of Niche Mobile Ad Agencies
4.3 Mobile Advertising Networks
4.3.1 BuzzCity
4.3.2 Hands
4.3.3 InMobi
4.3.4 Jumptap
4.3.5 Millennial Media
4.3.6 Mobile Theory
4.3.7 Comparison Table of Mobile Ad Networks
4.4 Mobile Ad Exchange Servers
4.4.1 JiWire
4.4.2 Velti - mGage & MobClix
4.4.3 Nexage
4.4.4 Rhythm NewMedia - Excerpt Interview
4.4.4.1 Key Trends in Mobile Advertising
4.4.4.2 Obstacles for Mobile Video Advertising
4.4.4.3 Rhythm NewMedia Key Strengths
4.4.5 Smaato
4.4.6 Comparison Table of Mobile Ad Exchanges
4.5 Mobile Ad Platforms
4.5.1 Amobee
4.5.2 Guohe Ad
4.5.3 Mobilera
4.5.4 Navteq Media
4.6 Mobile Ad Based Business Models and Services
4.6.1 Ad-Pod
4.6.2 Celltick Technologies
4.6.3 Mobile Posse
4.6.4 tyntec- Excerpt Interview
4.6.4.1 Key Trends in Mobile Advertising
4.6.4.2 Technological Developments
4.6.4.3 Issues Facing Mobile Advertising
4.6.4.4 Future Growth
4.6.4.5 tyntec Services & Product Overview
4.6.4.6 tyntec Competitive Advantage
4.6.4.7 tyntec Growth Prospects
4.6.5 Blyk - Excerpt Interview
4.6.5.1 Key Trends in Mobile Advertising
4.6.5.2 Technological Developments
4.6.5.3 Issues Facing Mobile Advertising
4.6.5.4 Future Growth
4.6.5.5 Blyk Services & Product Overview
4.6.5.6 Blyk Competitive Advantage
4.6.5.7 Blyk Growth Prospects
4.6.6 Comparison Table of Mobile Ad Based Business Models and Services
5. Leading Regional Markets
5.1 The United States - Country Analysis
5.2 Dynamic Growth in BRIC Countries
5.2.1 Brazil
5.2.2 Russia
5.2.3 India
5.2.4 China
5.3 Asia-Pacific - Regional Analysis
5.3.1 The Domination of South-East Asia
5.3.2 Beyond Japan and South Korea
5.4 The European 5: UK, Italy, France, Germany & Spain
5.5 Africa & The Middle East - Regional Analysis
5.5.1 Delivering Mobile Advertising to a Growing African Market
5.5.2 New Markets Opened By the Arab Spring Revolutions
5.5.3 A Prosperous But Closed Market in the Middle East
5.6 Chapter Conclusions
6. Conclusions
6.1 Mobile Marketing Industry Analysis
6.2 Mobile Advertising Channels and Formats: Apps vs. Internet
6.2.1 Banking On Apps
6.2.2 Will Pure Mobile Internet Play Trump Apps in the Long Run?
6.3 Monetising Opportunities will Drive Mobile Advertising Revenue
6.4 Mobile Marketing and Advertising Future Trends
6.5 Recommendations For MNOs
6.5.1 Challenge OTT Service & Content Providers
6.5.2 Apply Best Practices to Mobile Advertising
6.5.3 Use the Position in the Value Chain to Your Advantage
6.5.4 Capitalise on Data Floe through Your Network
6.6 Key Findings of the Report
7. Glossary
Appendix A
About visiongain
Appendix B
Visiongain report evaluation form
List of Tables
Table 1.1 Global Advertising Market CAGR 2010 - 2016
Table 1.2 CAGR Forecast by Medium 2011 - 2016
Table 1.3 Mobile Advertising CAGR Forecast by Region 2011 - 2016
Table 1.4 Rich Media Mobile Advertising Units
Table 1.5 Mobile User Marketing Trends 2011
Table 2.1 SMS & MMS Advertising Units
Table 2.2 Mobile behaviour in the US, EU5 (UK, Germany, France, Spain and Italy) and Japan - October, November, December 2010
Table 2.3 Consumer Survey on Mobile Search March 2011
Table 2.4 US Search Engine Carrier Alliances 2011
Table 2.5 UK & US Page Views from Search Portals 2011
Table 2.6 In-App Display Advertising Units
Table 2.7 Mobile Video and TV Advertising Unit Definitions
Table 3.1 Mobile Advertising Glossary
Table 3.2 Mobile vs. Desktop Searches Affecting SEO
Table 3.3 Analytics, Data & Reach of Mobile & Internet Players
Table 4.1 Yahoo Mobile Ad Formats
Table 4.2 Mobile Advertising Agencies
Table 4.3 Clanmo Services and Platforms
Table 4.4 Mobile Ad Networks
Table 4.5 Ad Network Comparison Table
Table 4.6 Mobile Ad Exchange Servers & Optimisation Platforms
Table 4.7 Comparison of Mobile Ad Exchanges
Table 4.8 Mobile Advertising Platforms
Table 4.9 Ad Based Business Models and Services
Table 4.10 Comparison of Mobile Ad Based Business Models and Services
Table 5.1 BRIC Mobile Advertising Market Forecast CAGR 2011 - 2016
Table 5.2 Key Mobile Advertising Players in Brazil 2011
Table 5.3 Key Mobile Advertising Players in Russia 2011
Table 5.4 Key Mobile Advertising Players in India 2011
Table 5.5 Key Mobile Advertising Players in China 2011
Table 5.6 Key Mobile Advertising Players in Japan, Korea and Australia 2011
Table 5.7 EU5 Mobile Advertising Market Forecast CAGR 2011 - 2016
Table 5.8 Key Mobile Advertising Players in EU5 2011
Table 5.9 Middle East & Africa Mobile Advertising Market Forecast CAGR 2011 - 2016
Table 5.10 Key Mobile Advertising Players in Africa & The Middle East 2011
Table 6.1 SWOT Analysis of the Mobile Advertising Market 2011
List of Charts
Chart 1.1 Global Advertising Market Forecast 2010 - 2016
Chart 1.2 Global Advertising Market Forecast by Medium 2011 - 2016
Chart 1.3 Global Advertising Market Share Forecast by Medium 2011 & 2016
Chart 1.4 Mobile Penetration and Internet Access Worldwide and by Market 2010
Chart 1.5 Global Smartphone, PC & Tablet Shipments 2005 - 2016
Chart 1.6 Projected Mobile Advertising Revenues 2011 - 2016
Chart 1.7 Global Mobile Advertising Market Share & Revenues by Type 2011
Chart 2.1 Global Location Based Advertising Revenues 2011 - 2016
Chart 2.2 US Consumer Mobile Coupon Spending 2011 - 2016
Chart 2.3 Mobile Search Market Share by Region 2011
Chart 2.4 Global Mobile App Market Size by Download 2011 - 2016
Chart 2.5 Advertising Revenue vs. In-App Purchases Revenue 2011 - 2016
Chart 2.6 Advertising Spend on In-app Adverts 2010 - 2016
Chart 2.7 Mobile Gaming Advertising Revenue 2011 - 2016
Chart 3.1 Ad Networks CPC - Monthly Impressions 2009 & 2010
Chart 4.1 US Mobile Advertising Market Share 2011
Chart 4.2 Mobile Operating System Click Through Rates on Jumptap Network 2011
Chart 5.1 Projected US Mobile Advertising Revenues 2011 - 2016
Chart 5.2 BRIC Mobile Advertising Market Forecast 2011 - 2016
Chart 5.3 EU5 Mobile Advertising Market Forecast 2011 - 2016
Chart 5.4 Middle East & Africa Mobile Advertising Market Forecast 2011 - 2016
Chart 5.5 Mobile Advertising Market Share 2011 & 2016
List of Figures
Figure 1.1 Major Types of Advertising
Figure 2.1 Idle Screen Advertising
Figure 2.2 Location Based Advertising
Figure 2.3 Mobile Barcodes
Figure 2.4 NFC & Mobile Wallet
Figure 2.5 Mobile Coupons
Figure 2.6 Mobile Websites
Figure 2.7 Google Consumer Survey - Where Smartphone is Used
Figure 2.8 Google Consumer Survey - Types of Mobile Ads Notices
Figure 3.1 Display Advertising Tiers
Figure 3.2 Analytics, Information Quality and Reach
Figure 3.3 Turkcell Mobile Marketing Products
Figure 3.4 Mobixell Ad-It
Figure 4.1 Mobile Advertising Value Chain
Figure 4.2 Google Mobile Ads Solutions
Figure 4.3 Google Click-to-Call Feature
Figure 4.4 Google Hyperlocal Advertising
Figure 4.5 AdMob Display Formats
Figure 4.6 AdSense on Mobile
Figure 4.7 Campbell's Soup iAd
Figure 4.8 iAd Page Template
Figure 4.9 Hugo Boss mCampaign
Figure 4.10 Nissan Jukepainting App
Figure 4.11 BuzzCity Ads Served August 2011
Figure 4.12 BuzzCity Campaign Data for India 2011 - Handset OS & Channel
Figure 4.13 InMobi Impression Volume & Composition and Global OS Share July 2011
Figure 4.14 Millennial Media Top Manufacturers Share by Impressions - July 2011
Figure 4.15 JiWire Compass Ads Screen Shot
Figure 4.16 Rhythm NewMedia Video Ad Formats
Figure 4.17 Smaato SOMA Overview
Figure 4.18 Navteq Media Solutions LPA Screenshot
Figure 4.19 Ad-pods Media Formats
Figure 5.1 Survey Advertising and Promotion Sender in Brazil 2011
Figure 6.1 Benefits of Apps for Mobile Marketing
Companies Listed
01design
12snap
2dayuk
2ergo
3C Interactive
3rdspace
3rdVine
4INFO
4th Screen
58
5ml
5th Finger
Acceleration Media
AccuraCast
AdCell
AdChina
Adfonic
Adfortel
Adinfuse
Ad.IQ
AdiQuity
Adnetik
Adnib
AdMarvel
AdMob
Admoda
AdPods
Adsmedia
Advine
Adways
AdWhirl
Adultmoda
Aepona
Aerodeon
AgenciaClick
Aggregato Mobile
AIS
AirAD
Airtel
Ameba
Amobee
Ansible
AOL
Apple
Appsavvy
Asatsu
AT&T
Bartle Bogle Hegarty
Bascule
Blismobile
BlueCity
Bluepod
Blyk
Beecell
Beeline
Big Mobile
Bing
BLIP Systems
Boku
Branchmaps
BrandMobile
Brandsh
BSNL
Buongiorno
BuzzCity
Byte Mobile
CA Mobile
Carat
Cardboard Fish
Cauly
Casee
Catchwind
Cell C
Cellempower
Celltick Technologies
Changing Worlds
China Mobile
China Telecom
China Unicom
Clanmo
Claro
Clickatell
Comverse
Contnet
Ctrip
Customline
Cytech
D2C Shanghai
D2 Communications
DAC
DealBoss
Dianping
DIDMO
DoubleClick
Du
Etisalat
F.biz
Fetch Media
Flagship
Flytxt
Friendticker
Futurlink
Ganji
GigaFone
GlamMobile
Goldspot
Google
Grapevine
Greystripe
Grupo Mobi
GuoheAd
Habari Media
Hakuhodo
Hands
Hanzo
Hungama Mobile
Hunt Mobile
iAd
Idea
i-digital
iLoop mobile
Impact Mobile
Incentivated
InMobi
innerActive
Insemo
Intigral
iptune
JiWire
Jubaloo
Julu
Jumptap
Kickanotch
KDDI
Kiip
Koubei
KT
KT-mhows
LDMobile
LG Uplus
Madhouse
Mad Mobile
MADS
Madvertise
Mango Mobile
mBlox
MediaBurst
Medialets
Mediba
MegaFon
mGage
Microsoft
Millennial Media
miSpot
mNet
MobageTown
MobClix
Mobext
MobGold
Mobile2win
Mobile Ads
Mobile Bus
Mobile Content Networks
Mobile Direct
Mobile Dreams Factory
Mobile Foxtel
Mobile Gree
Mobile Interactive Group
MobileIQ
Mobile One2One
Mobile People
Mobilera
MobileStorm
Mobile Theory
Mobile-worx
MobiAdz
Mobibase
Mobilians
Mobimasta
MobiMoney
MobiSolv
Mobitrans
Mobixell
Moblin
Mojiva
Motricity
Movidilo
Movistar
MT2
MTG
MTN
MTS
MyScreen
MXit
Navteq Media
Neomobile
Netsize
NetworkPlay
Nexage
Next Media
Nobot
Nokia
Noqoush
NTT Docomo
O2
Ogilvy & Mather
Oi
OM interactive
Oorja
Open Market
Open Mobile
OpenX
Optus
Orange
Out There Media
Overture
Phonevalley
Pinger
Plastic Mobile
PlayHaven
Playphone
PMG Group
Pocket Affiliate
Pocket Match
Puca
Purple Cow
Qanawat
RedeMobi
Reliance
RIM
Rostelecom
Rhythm NewMedia
Ruxter
Saudi Telecom
SapientNitro
Sendandsee
SingTell
SK Telecom
Smaato
Smart Adserv
SMSJock
Sofiyalis
SoftBank Mobile
Somo
Soprano
Spin3
Sponge
Spot On
Sprint
sQunar
Starfish Mobile
Stop N Text
StreamSMS
Swisscom
Tapjoy
Tap Tap
Tata
Telefonica
Telogic
Telstra
TextMarketer
The Dealer
The Hyperfactory
Third Screen Media
Three
TigerSpike
TIM
T-Mobile
TMS Factory
Transpera
Trigger
Turkcell
Two Bulls
txtNation
tyntec
UltraSuperNew
Unkasoft
Uplus Ad
Upstream
Vdopia
Velti
Verizon
Vidiemme
Vivo
Vodacom
Vodafone
Vserv
WAPStart
Waymedia
We Love Mobile
WiAd
Widespace
Wind
Wooboo
Yahoo
Yandex
YOC
Yoigo
Youmi
Xiam
Zain
Zapme
Zed
Zestadz
