Local Mobile Advertising & Promotions: Mobile Coupons Set to Cash In
Borrell Associates Inc, April 2010, Pages: 28
Mobile marketing is exploding, fueled by an installed consumer base of 234 million cell phone users and the quick uptake of smart phones, now in the hands of nearly one-third of consumers. The implications at the local level are enormous. This report examines mobile marketing, breaking down the difference between mobile advertising and mobile promotions, and examines what appears to be the first “killer app” for mobile: couponing. It is the first – and a scene-setter – in a series of reports we will publish this year on the local mobile marketing phenomenon.
EXECUTIVE SUMMARY
CHAPTER I: The Context for Local Mobile Advertising and Promotions
Fig 1.1: U.S. Total Ad Spending by Media, 2009
Fig 1.2: National and Local Online Advertising and Promotions, 2004-2014
CHAPTER II: 2010 Is (Finally) The Year for Local Marketing to Mobile Devices
Fig 2.1: Top 10 Ways Adults Used the Internet During the Past 30 Days
CHAPTER III: Local Mobile Marketing By the Numbers
Fig 3.1: Mobile Marketing Explained: Formatted Data Moves Through Channels to Devices
Fig 3.2: U.S. Online Marketing and Mobile Marketing* Spending, 2006-2014
Fig 3.3: Local vs. National U.S. Mobile Marketing* Spending, 2008-2014
Fig 3.4: Local vs. National U.S. Mobile Marketing Spending, 2008-2014
Fig 3.5: U.S. Online Promotions Spending vs. Mobile Promotions Spending, 2006-2014
Fig 3.6: U.S. Mobile Marketing Spending by Delivery Mechanism Compared to Online, 2009 vs. 2010
CHAPTER IV: Mobile Coupons Set to Cash In
Fig 4.1: U.S. Coupon Spending Forecast, 2006-2014
Fig 4.2: Estimated U.S. 2009 Coupon Distribution
Fig 4.3: 2009 U.S. Online/Mobile Coupon Redemption
Fig 4.4: U.S. Mobile Coupon Spending by Delivery Mechanism, 2009-2014
Fig 4.5: U.S. Local Mobile Coupon Spending vs Total Mobile Coupon Spending, 2006-2014
Fig 4.6: U.S. Local Mobile Promotions Spending Share by Method, 2009-2014
APPENDIX A: Local Mobile Advertising Estimates by DMA, 2009 & 2010
APPENDIX B: Getting Smart: Associations, News Sources and Mobile Coupon Vendors
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