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Mobile Advertising & Marketing: Delivery Channel Analysis and Global Forecasting 2008-2015
Yonku & Kenkyu, Sep 2009, Pages: 96
This report examines the mobile advertising and marketing with various subjects including deliver channels analysis, forecasting, value chains, and market environment for global markets.
Mobile marketing and advertising are on the verge of going mainstream as important new ways for brands to communicate with consumers in Asia and globally.
The mobile phone is becoming a primary means of communication, not only for voice but also for digital services, email, digital photos, navigation, etc. In the meantime, the potential of the mobile platform as an online advertising vehicle is enormous as more and more consumers and business professionals are using their mobile phones while they are on-the-go.
Mobile users are already more savvy and confident in using advanced features on their phones, including mobile mapping, social networking service, navigation, mobile search, etc.
As the mobile market evolves and grows, mobile carriers, existing web service operators and advertising agencies have looked for new ways to monetize services and develop new sources of revenue. Brands and marketers are paying increasing attention to the mobile channel because it allows highly targeted campaigns that reach specific segments of interest to advertisers. As major brands and agencies have actively unfolded mobile ads campaigns, the market followers are also quickly moving into mobile space. Their pace to exploit opportunities in mobile ads has opened the door for a number of specialized agencies, aggregators, and other enablers.
Advertising via mobile channels is of growing importance and many new methods for reaching subscribers with marketing and advertising campaigns are being developed. Depending on the target market and the mobile channel employed, a campaign can use precise demographic information that maximizes marketing and advertising spending on particular segments. This precision results in demonstrably higher customer response rates than campaigns using other mediums.
The highly personalized nature of mobile phones, their ubiquity, and their increasing media capabilities make these ideal devices for reaching out to consumers to extend brand marketing as well as to advertise products and services.
This study examines the potential for mobile advertising and identifies the different types of technologies used to deliver them to mobile customers, as well as the key strengths of each granular segmented tool including;
- Message Type Ads
- Audio Type Ads
- Video Type Ads
- Search Type Ads
- Location based Ads (LBA)
- Navigation based Ads (NBA)
- Mobile Codes Type Ads
- Social Networking Service based Ads
- Mobile Game based Ads
- Bluetooth based Proximity Type Ads
- Mobile Commerce Type Ads
This study also examines the mobile advertising value chain and market structure in Asia, the perception of consumers and advertisers, market opportunity and market trends relevant to mobile advertising, and the key market players having an impact on this market.
The global market forecasting entails the overall delivery volumes of advertisement messages, Click-Through or Response results, and expenditures and revenues by each segmented delivery channels and global region from 2008 to 2015.
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