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Mobile Advertising Industry In India (2011-15) Product Image

Mobile Advertising Industry In India (2011-15)

  • ID: 2155816
  • June 2012
  • Region: India
  • 55 Pages +
  • IS Advisors

EXECUTIVE SUMMARY
The mobile advertising in India, though at a nascent stage, has transformed over the last one year. Video, rich media advertising and augmented reality have successfully entered the Indian advertising space, breaking the traditional boundaries of text and banner ads.

Trends in the Industry
- 3G
- Ring Back Tone
- QR Code
- Adoption of high end mobile devices
- Location based advertising

Intelligent ad targeting is now the key to the development of the mobile as a reach medium. Both consumers and marketers are taking more and more notice of mobile advertising. It's now a matter of converting the medium for consistent growth in the near future. Moreover, mobile advertising is 4.5 to 5 times better in delivering RoI than online advertising.

India has emerged as the largest mobile advertising destination in the Asia Pacific region in 2011. India, today, is the single largest mobile ad impression market which witnessed 22% increase in advertising.

SCOPE OF THE REPORT

- Mobile Advertising Industry in India at a glance
- Emerging trends in the industry like 3G, location based advertising, adoption of high end mobile READ MORE >

1. OVERVIEW
1.1Structure of the industry
1.2 Types of Mobile Advertisements
1.3 Mobile Ad marketing

2. DEMAND SUPPLY SCENARIO

3. INDUSTRY GROWTH DRIVERS
3.1 Increase in number of mobile phone
3.2 Mobile Internet
3.3 Mobile ad networks
3.4 Advanced mobile networks
3.5 Targeted advertisements
3.6 Innovations

4. EMERGING TRENDS IN THE INDUSTRY
4.1 3G
4.2 Ring Back Tone
4.3 QR Code
4.4 Adoption of high end mobile devices
4.5 Location based advertising

5. GOVERNMENT REGULATIONS & INITIATIVES

6. SWOT ANALYSIS
6.1Strengths
6.1.1Better Reach
6.1.2Engagement
6.1.3 Measurement
6.1.4Better ROI
6.1.5Subscriber Addition
6.2 Weakness
6.2.1 Privacy
6.2.2 Less awareness
6.2.5 Lack of regional content
6.3 Opportunities
6.3.1 No Operating System (OS) favoritism
6.3.2 Small ventures
6.3.3 Innovative methods of advertising
6.3.4 Smartphones
6.3.4Rising Data usage (increasing 3G)
6.4 Threats
6.4.1 Ecosystem
6.4.2 Do Not Disturb

7. PORTERS 5 FORCES
7.1 Bargaining power of buyers
7.2 Bargaining power of suppliers
7.3 Threat of substitutes
7.4 Rivalry among existing players
8. KEY PLAYERS
8.1Adiquity
8.2InMobi
8.3Vserv.mobi
8.4OnMobile
8.5Komli

9. THE HERFINDAHL-HIRSCHMAN INDEX

10. INDUSTRY PERFORMANCE

11. FORECASTS

12. ANNEXURE

List of Tables and Figures

Figure 1 Online Ad spend (% share,FY12)
Figure 3 Ecosystem
Figure 4 Mobile ad users (business classification)
Figure 5 Types of Mobile Ads
Figure 6 Marketing techniques
Figure 7 Pricing model
Figure 8 Digital Advtg. Spend (US$ mn, FY11-FY12)
Figure 10 Mobile VAS revenue ($mn, Mar'11-Mar'15)
Figure 11 Mobile Ad spend (% share, FY12)
Figure 12 Mobile advtg. spend ($mn, 2011-2015E)
Figure 13 Mobile advtg. revenue (mn, 2010-2015E)
Figure 14 Mobile phone penetration (mn, 2010-2015E)
Figure 15 Internet enabled hand sets
Figure 16 3G Subscribers (mn, 2011-15E)
Figure 17 Benefits of Ring Back Tone
Figure 18 QR code
Figure 19 Smartphone penetration (mn, 2011-2015E)
Figure 20 Mobile Subscriber Addition (mn, Mar'11-Mar'12)
Figure 21 OS market share (%, 2011)
Figure 22 Smartphone penetration (%share, 2009-2011)
Figure 23 3G penetration (%, 2012E-2015E)
Figure 24 Market Concentration
Figure 25 Emerging market opportunity (2012)
Figure 26 Traditional & Internet Advertising Worldwide, 2012)
Figure 27 Advtg. sspend (India v/s China, 2011)
Figure 28 Internet Access (% of population, 2012)
Figure 29 Mobile penetration (Countrywise, 2012)
Figure 30 Pre paid mobile consumers (Countrywise, 2012)
Figure 31 Mobile Internet users (mn, Mar'09-Mar'12)
Figure 32 Diverging trends of physical & digital advtg. (INR bn, 2006-2015P)
Figure 33 Internet connections by type (mn, 2007-2015E)
Figure 34 Internet advtg. forecast ($,bn)
Figure 35 Global internet advtg. market (2006-2015E)
Figure 36 internet penetration

Table 1 Mobile Ad rates
Table 2 Negotiating Leverage of Buyers
Table 3 Negotiating Leverage of Suppliers
Table 4 Threat of Substitutes
Table 5 Degree of Rivalry
Table 6 Threat of New Entry

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