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Mobile Advertising: Delivery Channels, Business Models & Forecasts 2009-2014
Juniper Research, June 2009, Pages: 168
This report provides in-depth analysis and market forecasts for the mobile advertising sector in the context of the global economic recession, and discusses how advertising spend is increasingly moving towards ‘below the line’ activities such as mobile phone ads - offering unparalleled opportunity for consumer engagement.
Key forecasts include the number of users who receive advertising on their mobiles, both by region and by delivery channel (SMS, MMS, Mobile Internet, On-portal, In content downloads, Idle screen, P2P and Mobile TV). Other forecasts include cost per clickthrough (CPC) and cost per mille (CPM) rates and the number of users who respond to mobile advertising. The number of responses per annum and total adspend per channel are also forecast.
The report also analyses key drivers and contraints such as the personal nature of the mobile, enabling targeted and potentially more effective campaigns, and mobile’s perceived lack of reach due to low access rates of rich media content and services.
Key Questions Addressed by this Report:
- How has the global recession impacted on the mobile advertising market?
- What will be the key mobile distribution channels for brand advertising in five years’ time?
- Who are the major players in the mobile advertising ecosystem?
- How have brands utilised mobile channels within integrated multimedia campaigns?
- Will mobile advertising be viable as a primary revenue stream for content providers?
- What strategies should brands, agencies and network operator employ to derive optimal success from mobile advertising?
Key Benefits:
- A unique source of combined research and analysis for the mobile advertising market including technologies, market characteristics and forecasts.
- Practical analysis of the emerging opportunities for vendors and operators.
- Unique insights: includes interviews of leading players with significant experience of the mobile advertising market.
- Benefit from fresh thinking and intelligent market assessment.
This mobile advertising report presents a number of case studies in the form of successful mobile advertising campaigns such as the iPint application for the iPhone and the Jeep campaign on Greystripe.
Interviews with major players across the mobile advertising value chain are included and over 25 companies are profiled. Regulation pertaining to mobile advertising is also investigated and strategic recommendations for brands, advertising agencies and operators are provided
Author:
Dr Windsor Holden is Principal Analyst with Juniper Research. Windsor has written extensively on mobile content, emerging telecoms markets and digital TV. He is also a regular conference speaker and a former Research Fellow of the Institute of Communication Studies, University of Leeds.
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