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Mobile Marketing & Advertising 2013: Challenges and Opportunities Product Image

Mobile Marketing & Advertising 2013: Challenges and Opportunities

  • Published: November 2012
  • Region: Global
  • 52 Pages
  • Mind Commerce LLC

No longer a niche value-added service (VAS), mobile marketing and advertising is now a mainstream service offering. As is the case with many VAS applications, there is an interdependency between the mobile operator and various third parties including media companies, advertisers, portals, content providers, brands, and various other intermediaries.

Drivers for mobile marketing include a dramatic increase in smartphone usage, over-the-top applications, introduction of new methods such as abbreviated dial codes, and many other factors. Worldwide share of mobile web traffic alone has increased from 3.8% to 10% from 2010 to 2012. Mobile Internet usage is expected to overtake desktop usage as early as 2014. SMS remains the most common denominator among mobile marketing modalities with approximately 3B SMS enabled phones worldwide. Smartphone penetration of about 1B global users is a significantly gaining end-user target, especially as LTE is deployed allowing for increasingly more interactive, multimedia marketing/advertising solutions.

This research focuses on the challenges and opportunities within mobile marketing and advertising in 2013 and beyond. The report includes a READ MORE >

1.0 BRIGHTNESS ON THE MOBILE ADVERTISING HORIZON
1.1 THE RAPIDLY CHANGING MOBILE ADVERTISING LANDSCAPE
1.2 MOBILE MESSAGING VENDORS GROW UP
1.3 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL
1.4 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS
1.5 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR
1.6 DATA TRAFFIC CHANGES FROM MEGABYTE TO GIGABYTE

2.0 SECTION 2 THE MOBILE MARKETING OPPORTUNITY
2.1 ADVERTISING SPENDING GROWTH FORECASTS 2012 TO 2020
2.2 EUROPEAN MOBILE MARKETING WILL GROW GRADUALLY
2.3 EUROPE MOBILE MARKETING EFFORTS MATURE SLOWLY
2.4 ASIA REMAINS MOBILE GLOBAL LEADER; U.S. LAGS
2.5 GROWTH OF MOBILE MARKETING SPENDING FACES CHALLENGES

3.0 SECTION 3 MOBILE MARKETING VENDORS MAKE THEIR MARK
3.1 SUPPLIERS PROVIDE DIVERSE SET OF OFFERINGS
3.2 ADVERTISING NETWORKS VIE FOR LEADING BRAND CLIENTELE
3.3 GLOBAL MARKET SPENDING TO REACH $54B BY 2020
3.4 MOBILE VIDEO ADVERTISING
3.4.1 CASE STUDY: HOW MOBILE VIDEO ADVERTISING CAN INCREASE SALES
3.5 YOUTUBE
3.5.1 YOUTUBE MOBILE VIDEO ADS
3.5.2 CASE STUDY: YOUTUBE VIDEO ADVERTISING WITH MOBILE COMMERCE APPLICATIONS
3.5.3 CASE STUDY: VIDEO ADVERTISING IN MOBILE APPS (HOW TO ATTRACT NEW USERS IN A CROWDED APP STORE?)

4.0 SECTION 4 RECOMMENDATIONS FOR THE MOBILE MARKETER
4.1 DURING AN ECONOMIC DOWNTURN
4.2 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS

TABLES

Table 1 Worldwide Mobile Advertising analysis
Table 2 Global Spending on Mobile Advertising and Marketing (in U.S. $ billion), 2011 to 2015
Table 3 Percentage of Mobile Subscribers Accessing Mobile Web (at least monthly)
Table 4 Percentage of Mobile Web Users Who Never or Rarely Use the Desktop Web
Table 5 U.S. Spending by Type of Mobile Marketing and Advertising (in $ millions), 2011 to 2015
Table 6 Year-Over-Year Growth Rates in Mobile Ad Spending by Type of Advertising, 2011 to 2015
Table 7 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing by Ad Type, 2011 to 2015
Table 8 Subscriber Monthly Consumption of Content and Applications in 2012
Table 9 Mobile Content Consumption on iPhones and Smartphones
Table 10 Percentage of Searches Conducted Via of Mobile Advice, by Type of Search
Table 11 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012 to 2016
Table 12 Global Spending (in U.S. $billions) on Mobile Advertising and Marketing by Type of Ad, 2012 to 2016
Table 13 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012, 2015 and 2020
Table 14 Global Spending (in U.S. $ billions) on Mobile Marketing and Advertising by Type of Ad, 2012, 2016 and 2020

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