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The Mobile Advertising and Marketing Revolution
Analysys Mason Group, Sep 2007
'While mobile voice spend is plateauing in many markets, obstacles to mobile advertising are beginning to fall. Mobile operators, handset manufacturers and advertising agencies alike may be able to exploit mobile advertising to generate new revenue streams.'
Martin Scott, Analyst
It is vital for operators, handset manufacturers, content providers, advertisers and marketers to fully understand the potential that mobile advertising holds. For mobile operators and handset manufacturers, mobile advertising could provide an additional source of revenue. Because it enables market segmentation to an unprecedented level of detail, mobile advertising could allow advertisers to carry out much more highly targeted advertising campaigns than have traditionally been possible. Mobile advertising could – if implemented correctly – provide consumers with advertisements tailored to their interests, as well as extra services and content at little or no cost. Mobile advertising has the potential to benefit all parties concerned, but those who move first stand to gain the most.
This report presents an overview of mobile advertising, identifies the value chains involved and explains how operators can avoid disintermediation and maximise their share of total mobile advertising revenue. The report show how effective mobile advertising strategies can be implemented in a way that would benefit operators, advertisers and consumers alike.
The Mobile Advertising and Marketing Revolution answers your key questions:
-Where does mobile advertising fit within the larger context of advertising and marketing?
-What forms can mobile advertising take and which forms are most effective?
-How big a share of mobile advertising revenue can mobile operators expect to take?
-What are the timescales for implementing mobile advertising?
-How do the mobile and Internet advertising industries differ?
-Who benefits from a mobile advertising strategy?
-How can consumer privacy issues be addressed?
-How will the industry look five years from now?
About the author
Martin Scott (Analyst) manages and writes for Analysys Insight and is a regular contributor to the Analysys Research Fixed Networks and Services and and Mobile Networks and Services online market intelligence services. He specialises in southern European telecoms markets. Martin was author of European Cable: strategies for success, lead author of Fibre in the Last Mile: the business case for FTTP and VDSL, co-author of Creating a Mass Consumer Market for Videotelephony: opportunities and challenges and The Competitive Dynamics of DSL in Western Europe: prospects for local loop unbundling and bitstream and has written several market trends papers. Martin holds a Master’s degree in Mathematics from Oxford University.
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