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China's Mobile Advertising Market Grows in 2010 - Big Brands Take Action
In-Stat/MDR, April 2010, Pages: 18
This report is an update to 'China's Mobile Advertising Market: Sales-Oriented Ads First, Brand Ads Second' published in June 2008. The Chinese mobile advertising market has changed considerably since Chinese operators launched 3G services in May 2009. This report analyzes the impact of these changes.
The network upgrade to 3G at the end of 2008, the increasing base of mobile Internet users, and the development of the mobile network have together created a growing market for mobile advertising.
Mobile advertising providers have come up with new forms of advertising along with new 3G mobile services and applications. Although WAP text advertising remains the main stream of mobile advertising currently, rich Internet advertising (RIA) has spread from the Internet to the mobile Internet, and showed increased popularity. Meanwhile, advertising in mobile applications, such as MMS, LBS, widgets, SNS, and search started growing.
Although mobile advertising in China is still in the early development stage, the market will be mainly stimulated by the 3G network, brand advertisers’ interests, and from the effects of the economic crisis.
'China's Mobile Advertising Market Grows in 2010, Big Brands Take Action' first gives an overview of China's mobile advertising market, including changes in the mobile network and mobile advertising evolution. Then the report introduces several new types of mobile advertising, including MMS, LBS, widgets, SNS, and search. With results from interviews and market research, the report presents an analysis of changes in business models and value chain, and finally, this update forecasts market revenue through 2013 based on driver/barrier analysis.
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