Mobile Advertising and Marketing, Second Edition

Mobile Advertising and Marketing, Second Edition

Mobile Advertising and Marketing is an extensive report analysing the rise of mobile advertising on the global market.

This strategic research report from Berg Insight provides you with 100 pages of unique business intelligence and expert commentary on which to base your business decisions.

This report will allow you to:

• Identify tomorrow’s most profitable advertising opportunities in the mobile space.
  
  
• Understand the fundamentals of the ad-based mobile media revenue model.
  
  
• Recognise the key barriers restraining the growth of the mobile advertising market.
  
  
• Comprehend the relative importance of digital channels compared to other advertising media.
  
  
• Learn about the early experiences of mobile marketing campaigns by top global brands.
  
  
• Profit from valuable insights about ad-funded business models for mobile operators.

Table of Contents

List of Figures

Executive summary

1 Advertising and digital media

1.1 The marketing and advertising industry

1.1.1 Global advertising expenditure

1.1.2 Advertisement expenditure by media

1.1.3 Top advertisers

1.1.4 Marketing industry players

1.2 The Internet media channel

1.2.1 Internet usage trends

1.2.2 Internet advertising expenditure

1.2.3 Internet advertising formats

1.3 The mobile media channel

1.3.1 Western Europe

1.3.2 United States

1.3.3 Japan

1.3.4 Emerging markets

2 Mobile advertising

2.1 The mobile handset as an advertising platform

2.1.1 Physical characteristics of the mobile handset

2.1.2 Handset software

2.1.3 Location capabilities

2.1.4 Mobile networks and data transfer capabilities

2.1.5 Mobile Internet versus PC based Internet

2.2 Advertising on the mobile handset

2.2.1 Deploying mobile advertising

2.2.2 Targeting the campaign

2.2.3 Exploiting location technology

2.2.4 Privacy concerns

2.2.5 Pricing models and cost

2.3 The mobile advertising ecosystem

2.3.1 Advertisers

2.3.2 Ad agencies and creative designers

2.3.3 Digital ad networks

2.3.4 Technical solution providers

2.3.5 Mobile operators

2.3.6 Online media publishers and mobile application providers

2.3.7 Industry associations

3 Mobile marketing channels

3.1 Messaging

3.1.1 Push messaging

3.1.2 Pull messaging

3.1.3 Interaction and deployment of mobile messaging campaigns

3.2 Portals and information web sites

3.3 Mobile search

3.3.1 Mobile search versus PC search

3.3.2 Market players and strategies

3.4 Communities and social networking

3.5 Map and navigation applications

3.6 Downloadable content and games

3.7 Mobile video

3.8 Idle screen

4 Industry players and strategies

4.1 Mobile advertising players and campaigns

4.1.1 12snap Germany delivers mobile coupons for McDonald’s

4.1.2 Coca Cola and Electric Agency engage consumers in contest

4.1.3 I-Mobile delivers loyalty program for US malls

4.1.4 GlaxoSmithKline delivers information about hay fever

4.1.5 Insurance company interact with customers via MMS

4.1.6 Quit smoking together with others in a mobile community

4.1.7 Cellfire takes coupons to the mobile

4.1.8 Celltick solution used by shampoo brand to reach potential customers

4.1.9 Enpocket delivers Pepsi’s Super Bowl campaign

4.1.10 Smirnoff goes mobile with the help of AKQA

4.2 Telecom industry players

4.2.1 Blyk mobile media company with MVNO capabilities

4.2.2 Bouygues Telecom delivers ad-funded navigation services

4.2.3 Telefónica partners with Amobee for global mobile advertising platform

4.2.4 Orange Switzerland trials in-SMS advertising

4.2.5 Vipnet launches Tomato Plus - the second ad funded network after Blyk

4.2.6 Vodafone’s mobile advertising initiatives

4.2.7 Nokia’s initiatives in mobile advertising

4.3 Digital industry players

4.3.1 Google looks to extend digital advertising leadership into the mobile domain

4.3.2 Microsoft continues push into the mobile market

4.3.3 Yahoo turns to mobiles for renewed growth

4.3.4 AOL’s advertising business reaches out to mobiles with Third Screen Media

4.3.5 AdMob emerges as the world’s largest mobile advertising network

5 Industry analysis and conclusions

5.1 Mobile marketing industry analysis

5.1.1 Buyer-side: Continued shift from traditional to digital media

5.1.2 Supply-side: Some consolidation but still a multitude of players

5.1.3 Consumer-side: Major gap between PC and mobile Internet usage

5.1.4 Channels and formats: Which will succeed?

5.1.5 Convergence trends

5.2 Potential market analysis

5.2.1 Targeted audience and exposure

5.2.2 CPM levels

5.2.3 CTR for mobile campaigns

5.2.4 Revenue sensitivity analysis

5.3 Market forecast

5.4 Ad-funded business model for mobile operators

5.5 Final conclusions

Glossary

List of Figures

Figure 1.1: Total advertisement expenditure (Worldwide 2007)

Figure 1.2: Global advertisement expenditure by medium (Worldwide 2007)

Figure 1.3: Top ten advertisers (US 2007)

Figure 1.4: Top 20 advertisement agency companies (2007)

Figure 1.5: Top 10 most popular online activities across Western Europe

Figure 1.6: Top 20 US web sites (May 2008)

Figure 1.7: Online advertisement expenditure by region (Worldwide 2007)

Figure 1.8: Online advertising as share of total advertising spend per market

Figure 1.9: Online advertisement expenditure per user

Figure 1.10: Online advertisement spending by format (US 2007)

Figure 1.11: Mobile subscriptions (Worldwide Q2-2008)

Figure 1.12: Mobile Internet usage penetration among mobile subscribers (Q1-2008)

Figure 1.13: Top categories for mobile web sites in the US (May 2008)

Figure 1.14: Japanese mobile subscribers statistics (June 2008)

Figure 1.15: Mobile penetration rates on major emerging markets (2007)

Figure 2.1: Performance parameters for different position determining methods

Figure 2.2: MMA recommendations for mobile web banners ads (June 2008)

Figure 2.3: Stakeholders in the mobile marketing value chain

Figure 3.1: Methods for push messaging marketing

Figure 3.2: Mobile messaging advertising response types

Figure 3.3: Top Internet search players (December 2007)

Figure 3.4: Subscribers that perform mobile search at least once a week (2007/2008)

Figure 3.5: Mobile search results from Google and Yahoo

Figure 3.6: Most popular communities (Worldwide 2008)

Figure 3.7: Share of mobile subscribers accessing social networking sites (Q1-2008)

Figure 3.8: Examples of mobile map and navigation solution providers

Figure 3.9: Popularity of mobile games (December 2007)

Figure 4.1: Vodafone’s mobile advertising services across 11 markets (2007/2008)

Figure 4.2: AdMob ad requests by country (August 2008)

Figure 5.1: User behaviour for average Internet and mobile data users (EU/US 2008)

Figure 5.2: Share of subscribers accessing mobile media (Q3-2008)

Figure 5.3: Comparison of CPM levels by media

Figure 5.4: Typical CPM rates for mobile advertising (2008)

Figure 5.5: Typical CPMs for Internet and mobile advertising US$ (US 1998-2008)

Figure 5.6: Mobile advertising sensitivity analysis

Figure 5.7: Total and digital advertising revenues by region (Worldwide 2007-2013)

Figure 5.8: Mobile advertising revenue forecast by region (Worldwide 2007-2013)

Figure 5.9: Online and mobile marketing expenditures in Japan (2004-2007)

Figure 5.10: Revenue sensitivity analysis for the Blyk business model