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Mobile Advertising and Marketing – 5th Edition
Berg Insight AB, December 2011, Pages: 167
What are the latest trends on mobile advertising market? Growing at a compound annual growth rate of 37 percent, the mobile ad market is forecasted to be worth € 17.2 billion in 2016 – corresponding to 15.2 percent of the total digital advertising market. Find out what the industry leaders are doing and anticipate their strategies for the future. Learn more in the fourth edition of this 160 page report in Berg Insight's VAS Research Series.
Mobile Advertising and Marketing is the fifth consecutive report analysing the rise of mobile advertising on the global market.
This strategic research report from Berg Insight provides you with 160 pages of unique business intelligence and expert commentary on which to base your business decisions.
This report will allow you to:
- Identify tomorrow's most profitable advertising opportunities in the mobile space.
- Understand the fundamentals of the ad-based mobile media revenue models.
- Recognise the key enablers of growth in the mobile advertising market.
- Comprehend the relative importance of digital channels compared to other advertising media.
- Learn about the experiences of mobile marketing campaigns by top global brands.
- Profit from valuable insights about ad-funded business models for mobile operators.
This report answers the following questions:
- How should mobile handsets be integrated in the marketing media mix?
- What changes in the mobile industry and end-user behaviour are required for mobile advertising to keep growing as a multi-billion euro market?
- How are Apple, Google, Microsoft and Yahoo! Positioning themselves to become leading mobile advertising players?
- Who are the rising stars that stand out from the crowd among the mobile advertising and marketing companies?
- How well suited for advertising are different existing and future mobile media channels?
- What are the experiences from mobile marketing campaigns so far?
- What implications does mobile advertising bring for operators?
- Which advertising formats will become most successful in the mobile environment?
- In what ways can location technology improve the relevancy of mobile advertising?
About the Author
Rickard Andersson is a Telecom Analyst with a Masters degree in Industrial Engineering and Management from Chalmers University of Technology.
He joined Berg Insight in 2010 and his areas of expertise include commercial vehicle telematics and mobile VAS.
Who should buy this report?
Mobile Advertising and Marketing is the foremost source of information about the status, future trends and technology developments on this market. Whether you are a telecom vendor, mobile operator, advertising agency, investor, consultant or application developer, you will gain valuable insights from our in-depth research.
Executive summary
1 Advertising and digital media
1.1 The marketing and advertising industry
1.1.1 Global advertising expenditure
1.1.2 Advertisement expenditure by media
1.1.3 Top 20 global advertisers
1.1.4 Marketing industry players
1.2 The Internet media channel
1.2.1 Internet usage trends
1.2.2 Internet advertising expenditure
1.2.3 Internet advertising formats
1.3 The mobile media channel
1.3.1 Europe
1.3.2 United States
1.3.3 Japan
1.3.4 Emerging markets
2 Mobile advertising
2.1 The mobile handset as an advertising platform
2.1.1 Physical characteristics of the mobile handset
2.1.2 Handset software
2.1.3 Location capabilities
2.1.4 Mobile networks and data transfer capabilities
2.1.5 Mobile Internet versus PC-based Internet
2.2 Advertising on the mobile handset
2.2.1 Deploying mobile advertising
2.2.2 Targeting mobile campaigns
2.2.3 Exploiting location technology
2.2.4 Privacy concerns
2.2.5 Pricing models and cost
2.3 The mobile advertising ecosystem
2.3.1 Advertisers
2.3.2 Ad agencies and creative designers
2.3.3 Digital ad networks
2.3.4 Technical solution providers
2.3.5 Mobile operators
2.3.6 Online media publishers and mobile application providers
2.3.7 Industry associations
3 Messaging and mobile marketing
3.1 SMS and MMS marketing
3.1.1 Push messaging
3.1.2 Pull messaging and Common Short Codes
3.1.3 Location-targeted SMS campaigns
3.2 Idle screen and cell broadcast
3.3 Mobile coupons
3.4 Proximity-based marketing
3.4.1 Bluetooth
3.4.2 NFC
3.4.3 Barcodes
3.5 Case studies
3.5.1 Placecast's ShopAlerts platform generates major ROI for Fitness First
3.5.2 McDonald's in Japan integrates mobile coupons and contactless wallet
3.5.3 Blockbuster achieves impressive redemption rates from mobile coupons
3.5.4 Bluetooth coupons available at major hotel chains
3.5.5 Coca-Cola seeks to save the polar bears through SMS donation campaign
4 Mobile web advertisement
4.1 Portals
4.2 News and information
4.3 Mobile search
4.3.1 Market players and strategies
4.3.2 Directory services and local search
4.4 Communities and social networking
4.4.1 Market players and strategies
4.4.2 Social media marketing
4.5 Mobile music and video
4.6 Case studies
4.6.1 Expedia creates award winning location-based mobile website using HTML
4.6.2 McDonald's engages customers in billboard games via mobile web
4.6.3 Dictionary.com's tiered approach optimises user experience across platforms
4.6.4 Intel campaign shows mobile web ads outperform in-app ads
4.6.5 Fandango delivers app-like experience to moviegoers on the mobile web
5 Ad-funded applications
5.1 Mobile applications
5.1.1 Mobile games
5.1.2 Mobile map and navigation applications
5.1.3 Mobile search applications
5.1.4 Mobile music and video applications
5.1.5 Social networking applications
5.1.6 Pure advertising apps
5.2 In-app advertising
5.2.1 Apple – iAd
5.2.2 RIM – BlackBerry Advertising Service
5.2.3 Microsoft – Windows Phone 7/Microsoft Advertising
5.2.4 Nokia – Windows Phone 7 and legacy systems
5.2.5 Android – AdMob and third party ad networks
5.3 Case studies
5.3.1 Angry Birds Magic Places and Live generates substantial attention
5.3.2 MINI's location-based reality game attracts thousands of players
5.3.3 McDonald's promotes breakfast items with in-app game ad in Pandora
5.3.4 Poynt's local business search application reaches 11 million users
5.3.5 Heineken's StarPlayer application offers dual screen football experience
6 Forecasts and conclusions
6.1 Mobile marketing industry analysis
6.1.1 Buyer-side: Adoption of mobile ads moves beyond the experimental stage
6.1.2 Supplier-side: Continued consolidation and emergence of mobile players
6.1.3 Consumer-side: Mobile Internet will eventually overtake desktop access
6.1.4 Channels and formats: Which will succeed?
6.1.5 Convergence trends
6.2 Potential market value analysis
6.2.1 Target audience and exposure
6.2.2 CPM levels
6.2.3 CTRs for mobile campaigns
6.2.4 Revenue sensitivity analysis
6.3 Market forecasts
6.4 Final conclusions
7 Company profiles and strategies
7.1 Top advertising agencies
7.2 Telecom industry players
7.2.1 Turkcell at the forefront of mobile advertising with huge opt-in database
7.2.2 Blyk's opt-in advertising solution for operators successful in India
7.2.3 O2 Germany relaunches ad-funded Netzclub price plan with new tariffs
7.2.4 Ericsson aims to remove complexity by launching AdMarket
7.3 Digital industry players
7.3.1 Google's US$ 2.5 billion mobile business with Mobile First and SoLoMo
7.3.2 Microsoft and Nokia team up to build a new global mobile ecosystem
7.3.3 Yahoo! provides rich content for mobile and taps into ad revenues
7.4 Mobile advertising players
7.4.1 AdMob
7.4.2 Amobee
7.4.3 Jumptap
7.4.4 Millennial Media
7.4.5 Out There Media
7.4.6 Smaato
7.4.7 Velti
Glossary
List of Figures
Figure 1.1: Total advertisement expenditure & top spending countries (Worldwide 2010)
Figure 1.2: Global advertisement expenditure by medium (Worldwide 2010)
Figure 1.3: Top 20 advertisers Worldwide (2010)
Figure 1.4: Top 10 advertising agency companies (2010)
Figure 1.5: Most popular online activities in the US based on time (May 2011)
Figure 1.6: Top 10 US websites (October 2011)
Figure 1.7: Online advertisement expenditure by region (Worldwide 2010)
Figure 1.8: Online advertising as share of total advertising spend per market (2010)
Figure 1.9: Online ad spend by category in the US (2009–2010)
Figure 1.10: Online advertisement spending by format in the US (2010)
Figure 1.11: Mobile subscriptions by region (Worldwide Q4-2010)
Figure 1.12: Top activities done by mobile handset users (December 2010)
Figure 1.13: Mobile Internet usage penetration among mobile subscribers (2010)
Figure 1.14: Mobile Internet use, smartphone adoption and data plans (US 2010–2011)
Figure 1.15: Japanese mobile subscriber statistics (September 2011)
Figure 1.16: Mobile penetration rates on major emerging markets (2010)
Figure 2.1: User behaviour by phone category (US Q1-2011)
Figure 2.2: Performance parameters for different position determining methods (2011)
Figure 2.3: Stakeholders in the mobile marketing value chain
Figure 2.4. Examples of mobile ad networks
Figure 3.1: SMS ads – number of receivers and response rates (EU5 September 2010)
Figure 3.2: Examples of mobile messaging advertising response types
Figure 3.3: Examples of barcodes
Figure 3.4: QR code usage in the US and EU5 (June 2011)
Figure 4.1: Activities done by mobile Internet Users (December 2010)
Figure 4.2: Top UK mobile sites – visitors, page views and time (January 2010)
Figure 4.3: Top Internet search engines (September 2011)
Figure 4.4: Number of subscribers performing mobile search (US 2011)
Figure 4.5: Subscribers accessing local mobile content (US January 2011)
Figure 4.6: Popular communities (Worldwide 2011)
Figure 4.7: Mobile social networking usage in EU5 (July 2011)
Figure 4.8: TV, online and mobile video usage patterns – number of users (US Q2-2011)
Figure 5.1: Leading mobile app stores (Q3-2011)
Figure 5.2: Advantages and disadvantages of handset-based navigation solutions
Figure 5.3: Android, BlackBerry and iPhone turn-by-turn navigation apps
Figure 5.4: View from the Layar application
Figure 5.5: Mobile music behaviour in EU5 and the US (March 2010)
Figure 5.6: Major music streaming services in Europe (June 2011)
Figure 5.7: Mobile subscribers using location-based check-in services (June 2011)
Figure 6.1: Acquisitions in the digital media industry (2010–2011)
Figure 6.2: Mobile Internet as share of total Internet traffic (UK 2009–2011)
Figure 6.3: Internet statistics on mobile platforms (UK July 2011)
Figure 6.4: Comparison of CPM levels by media (2011)
Figure 6.5: Typical CPM rates for mobile advertising (2011)
Figure 6.6: Typical CPM rates for Internet and mobile advertising (US 1998–2011)
Figure 6.7: Mobile advertising sensitivity analysis
Figure 6.8: Total and digital advertising revenues by region (Worldwide 2010–2016)
Figure 6.9: Mobile advertising revenues and forecast by region (Worldwide 2010–2016)
Figure 6.10: Mobile advertising revenue forecasts for selected markets (2010–2016)
Figure 7.1: Top advertising agencies (2010)
Figure 7.2: Examples of specialised mobile advertising agencies
Mobile will account for 15.2 percent of global online ad spend in 2016
According to a new research report from the analyst firm Berg Insight, the total value of the global mobile marketing and advertising market will grow from € 2.6 billion in 2010 at a compound annual growth rate (CAGR) of 37 percent to € 17.2 billion in 2016. This will then correspond to 15.2 percent of the total online advertising market or 3.8 percent of the total global ad spend for all media. As the digital convergence blurs the differences between devices the definition used for mobile advertising is that it is the digital media exposed on a mobile handset screen. The report predicts that a major boom in mobile advertising is on its way after having remained on an experimental stage for several years. “The popularity of smartphones and the increasing availability of mobile media that can include mobile advertising are the main game changers”, said Rickard Andersson, Telecom Analyst, Berg Insight. A common strategy is to increasingly integrate mobile components in traditional media campaigns. “Brands are now progressively embracing the mobile channel, including the entire range of apps from games and entertainment to utility applications. Also mobile web advertising and opt-in SMS campaigns are popular”, said Mr. Andersson. He adds that advertisers are also keen on exploring opportunities with location-based advertising (LBA) making marketing messages hyper-relevant both in time and place. The mobile marketing value chain is still developing and there are a large number of players dedicated to different activities related to mobile advertising. Since the value chain is fragmented and the industry has not yet reached maturity, many different roles are involved. Traditional digital players and major mobile OS providers such as Google, Microsoft, Apple and Yahoo! are in fierce competition over market shares in the mobile advertising space. Facebook is furthermore on the verge of establishing its presence in mobile advertising, and may very well become an important player if leveraging user data for targeted mobile campaigns. There is further a wide range of specialised mobile actors. Examples include the ad network Millennial Media, the ad exchange Smaato and the operator-centric advertising solution provider Amobee. Many acquisitions have recently taken place within the mobile marketing industry and further consolidation is expected to bring about an ecosystem consisting of a few dominant digital advertising networks spanning all types of devices.
- Ad-funded applications
- AdMob
- Amobee
- Android
- Angry Birds Magic Places
- Apple
- Blockbuster
- Blyk
- Coca-Cola
- Dictionary.com
- Ericsson
- Expedia
- Fandango
- Google
- Heineken
- Intel
- Jumptap
- Live generates
- McDonald
- Microsoft
- Microsoft
- Millennial Media
- MINI's
- Mobile First
- Netzclub
- Nokia
- Nokia
- O2 Germany
- Out There Media
- Pandora
- Placecast
- Poynt
- RIM
- Smaato
- SoLoMo
- Turkcell
- Velti
- Yahoo!
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