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Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018

Overview

  • Extensive Value Network Analysis
  • Future Challenges Assessed
  • Interviews with Facebook and Weve

This fifth edition of Juniper Research's highly regarded Mobile Advertising Report provides the reader with an array of key insights into the rapidly evolving mobile advertising market. As the industry matures, and new players, purchasing mechanisms and advertising formats are emerging; this report assesses the potential of these new models, providing a host of strategic recommendations for brands, ad networks, exchanges, operators and publishers. An accompanying IFxl (Interactive Forecasting Excel) is also available.

Key Features of the Report

Comprehensive Forecasts

In order to gauge the size of the total market for mobile advertising, the Report includes forecasts split by delivery channel, device and advertising format split by 8 Key Regions for 2013 to 2018. Forecasts include the size of the potential audience, CPM (cost per thousand ad impressions) and total spend.

This edition contains new in-app advertising forecasts split by either rich media (interactive) or display (static) advertising formats.

Positioning and Prospects of Stakeholders

The Report contains interviews from eight market leaders including Facebook, mobile operator joint venture Weve and Real-Time Bidding exchange Smaato. An extensive chapter profiling and positioning eight key players is given, while case studies are provided throughout the report to indicate advertising success stories across the different mobile channels. A close examination of the mobile advertising value network is featured, in addition to an in-depth chapter considering the trends, drivers and constraints. This gives the reader a unique understanding of the most recent developments in the market as well as an acute awareness of the forces pushing future growth.

Companies Referenced

Interviewed: BuzzCity, Facebook, Locket, Placecast, Smaato, Tapjoy, Vungle, Weve, zeebox.

Profiled: Amobee, Apple, BuzzCity, Google, Greystripe, Millenial Media, Smaato, Tapjoy.

Case Studied: Bulmers, Coca-Cola, Facebook, Google, Kiip, Locket, McDonalds, Mxit, Pepsi, Placecast, Vungle, Weve, zeebox.

Mentioned: Accorhotel, AccuWeather, AdAge, Adfonics, AdJitsu, AdMob, AdSense, AdsMovil, AdWords, Amazon, Android, AT&T, Atlas, Audi, Avenue, Barnes & Noble, BestBuy, Billboard, BlackBerry, Blogger, Bluefin Labs, Blyk, BMW, Boost Mobile, Cadbury's, California Department of Justice, CBS, Celtra, Chartboost, China Mobile, Cisco, comScore, CrunchBase, DAA (Digital Advertising Alliance), Dannon, DART, Delta Air Lines, Direct Demand Adsmobi, Dish Hopper, EA Games, eBay, Essence Music Festival, European Commission, Everything Everywhere, Expedia, EyeWonder, Ford, Fox Broadcasting, Fring, FTC (Federal Trade Commission), GetGlue, Globe, Gradient X, GSMA, H3G, Handmark, Heineken, Hershey's, IAB (Interactive Advertising Bureau), ICQ, Ikea, Imangi, InMobi Studio, Instagram, Institute of Promotional Marketing Awards, IPC Media, Kakao Games, Kargo, Kindle, King, MADFINGER Games, MediaLets, Mediaplex, MeTunes, Microsoft, MMA (Mobile Marketing Association), MoPub, Motorola, MSNBC, myGamma, Nestlé, New York Stock Exchange, New York Times, Nexage, Nimbuzz, Nordstrom, O2, Office of the Australian Information Commissioner, OMD Chicago, Opera Mediaworks, Orange, Pandora, Paypal, PhonePayPlus, Picasa, Pinterest, Polar Mobile, Poynt, ProFlowers, PubMatic, Quattro Wireless, RingRing Media, RollingStone, Rovio, Rubicon, Samsung, Shazam, SingTel, SK Telecom, Skype, Space, Spin, Spotify, Sprint, Starbucks, TechCrunch, Telefonica, Tesco Mobile, The Guardian, Thinkbox, Trendrr, Tumblr, TuneIn, Turkcell, Twinpine, Twitter, ValueClick, Verizon Wireless, Virgin Mobile, Vodafone, Walt Disney Pictures, XFM, Yahoo, Zynga.

Extra Info

†8 Key Regions include: North America; Latin America; Western Europe; Central & Eastern Europe; Far East & China; Indian Subcontinent; Rest of Asia Pacific and Africa & the Middle East.

Table of Contents

Executive Summary

1. Mobile Within the Advertising Sphere

  • 1.1 Introduction
  • 1.2 Advertising Mediums
    • 1.2.1 TV Advertising
    • 1.2.2 Radio Advertising
    • 1.2.3 Print Advertising
    • 1.2.4 Online Advertising
    • 1.2.5 Mobile Advertising
    • Figure 1.1: Types of Mobile Advertising
    • i. Case Study: The Bulmers UK Branded App
  • 1.3 The Multi-Screen Environment
    • 1.3.1 Multiple Screens, Multiple Consumer Contact Channels
    • Figure 1.2: The Multi-Screen Environment
    • i. Case Study: Pepsi Max's Multi-channel Advertising Campaign
    • ii. Social TV: A Trend & its Implications for Advertisers
    • a. Case Study: Advertising on zeebox
  • 1.4 Focusing on Mobile: Channels & Formats
    • Figure 1.3: The Purchase Funnel
    • Figure 1.4: Types of Mobile Advertising
    • 1.4.1 Message Based Advertising
    • i. SMS Advertising
    • a. Case Study: Coca-Cola's SMS Marketing Campaign
    • ii. MMS Advertising
    • Figure 1.5: Starbucks' 2013 MMS Campaign
    • iii. Location-Based SMS Marketing
    • Figure 1.6: Steps Involved in a Location-Based Marketing Campaign
    • 1.4.2 In-Content Advertising
    • i. Case Study: Display Ads on Mxit
    • Figure 1.7: A Splash Screen Advert for Kung Fu Panda 2 on Mxit
    • ii. Case Study: Vungle
    • 1.4.3 Mobile Internet Advertising
    • i. ProFlowers & Google Mobile Advertising Campaign
    • Figure 1.8: ProFlowers' Mobile-Optimised Site
    • 1.4.4 Ringback Tone Advertising
    • 1.5 A Striking Future: Rich Media Ads
    • Figure 1.9: Click-Through Rates of Rich Media Ads and Standard Banner Ads, Q2 2013

2. The Mobile Advertising Value Network

  • 2.1 The Value Network
    • Figure 2.1: The Mobile Advertising Value Network
    • 2.1.1 Advertisers
    • i. Physical
    • ii. Brand
    • a. Case Study: McDonalds' Instagram Campaign
    • 2.1.2 Ad Networks and Servers
    • i. Ad Networks
    • ii. Ad Servers
    • 2.1.3 A Dynamic Industry: New Players Emerge and the Marketplace Fragments
    • i. Demand Side Platforms
    • ii. Ad Exchanges
    • iii. Supply Side Platforms
    • Figure 2.2: The Process of RTB
    • 2.1.4 Mobile Network Operators
    • i. Case Study: Weve
    • Figure 2.3: The WEVE Platform
    • ii. The Opportunity for Operator Partnerships
    • 2.1.5 Publishers
    • i. Google: The Growth of Mobile Search
    • Figure 2.4: Google Advertising Revenues and Year-on-Year Growth ($m, %) 2005-2012
    • ii. Facebook: The Social Opportunity
    • Table 2.1: Facebook's Advertising Revenue ($m) 2012-2013
  • 2.2 Monetising Mobile
    • 2.2.1 Cost Models
    • 2.2.2 Manipulators of Price

3. The Outlook for Mobile Advertising: Drivers, Trends & Constraints

  • 3.1 Drivers
    • a. Case Study: Kiip
    • Figure 3.1: A Comparison of Banner Ads on Smartphones and Tablets
  • 3.2 Trends
    • Figure 3.2: Native Mobile Advertising on Twitter - Promoted Tweets
    • Figure 3.3 Ikea's Augmented Reality App
    • Figure 3.4: Annual US Advertising Revenues ($bn), Split by Mobile & Internet Channels, 2005-2012
    • i. Case Study: Locket
    • Figure 3.5: An IAB Mobile Pull Advert, Before Interaction (Left) and Upon Interaction (Right)
  • 3.3 Constraints
    • Figure 3.6: The GSMA Privacy Design Guidelines for Mobile Application Development

4. The Total Market for Mobile Advertising

  • 4.1 Introduction
  • 4.2 The Growth of Device Ownership
    • 4.2.1 Global Handset Installed Base Forecasts
    • Table 4.1: Handset Installed Base (m) Split by 8 Key Regions 2013-2018
    • 4.2.2 Global Tablet Installed Base Forecasts
    • Table 4.2: Tablet Installed Base (m) Split by 8 Key Regions 2013-2018
  • 4.3 The Market for Mobile Advertising
    • Figure 4.1 & Table 4.3: Total Mobile Advertising Spend ($m) Split by 8 Key Regions 2013-2018
    • Figure 4.2 & Table 4.4: Total Mobile Advertising Spend ($m) Split by Messaging, Ringback, In-Content and Mobile Internet 2013-2018
  • 4.4 Previous Forecasts
    • Figure 4.3 & Table 4.5: Comparison of Previous Total Mobile Advertising Spend Forecasts with Current Forecasts ($m) 2013-2018

5. Market Forecasts for Mobile Internet Advertising

  • 5.1 Introduction & Methodology
    • Figure 5.1: Mobile Internet Advertising Forecast Methodology
  • 5.2 Mobile Internet Advertising Forecasts on Handsets
    • 5.2.1 Handset Internet Usage
    • Figure 5.2 & Table 5.1: Number of Handset Users who Browse the Mobile Internet (m) Split by 8 Key Regions 2013-2018
    • 5.2.2 Mobile Internet Display Advertising on Handsets
    • i. Mobile Display Ad Impressions on Handsets
    • Figure 5.3 & Table 5.2: Total Number of Internet Display Ads Viewed on Handsets (bn) Split by 8 Key Regions 2013-2018
    • ii. Mobile Internet Display Advertising Spend on Handsets
    • Figure 5.4 & Table 5.3: Total Spend on Handset Internet Display Ads ($m)Split by 8 Key Regions 2013-2018
    • 5.2.3 Mobile Internet Search Advetising on Handsets
    • i. Mobile Search Ad Impressions on Handsets
    • Figure 5.5 & Table 5.4: Total Number of Handset Search Ads Viewed (bn) Split by 8 Key Regions 2013-2018
    • ii. Responses to Mobile Internet Searches on Handsets
    • Figure 5.6 & Table 5.5: Number of Handset Searched which Result in a Sponsored Clickthrough (m) Split by 8 Key Regions 2013-2018
    • iii. Mobile Internet Search Advertising Spend on Handsets
    • Figure 5.7 & Table 5.6: Total Spend on Handset Search Advertising ($m) Split by 8 Key Regions 2013-2018
  • 5.3 Mobile Internet Advertising Forecasts on Tablets
    • 5.3.1 Tablet Internet Usage
    • Figure 5.8 & Table 5.7: Number of Tablet Users who Browse the Mobile Internet (m) Split by 8 Key Regions 2013-2018
    • 5.3.2 Mobile Internet Display Advertising on Tablets
    • i. Mobile Display Ad Impressions on Tablets
    • Figure 5.9 & Table 5.8: Total Number of Internet Display Ads Viewed on Tablets (bn) Split by 8 Key Regions 2013-2018
    • ii. Mobile Internet Display Advertising Spend on Tablets
    • Figure 5.10 & Table 5.9: Total Spend on Tablet Internet Display Ads ($m) Split by 8 Key Regions 2013-2018
    • 5.3.3 Mobile Internet Search Advertising on Tablets
    • i. Mobile Search Ad Impressions on Tablets
    • Figure 5.11 & Table 5.10: Total Number of Tablet Search Ads Viewed (bn) Split by 8 Key Regions 2013-2018
    • ii. Responses to Mobile Internet Searches on Tablets
    • Figure 5.12 & Table 5.11: Number of Tablet Searches which Result in a Sponsored Click-through (m) Split by 8 Key Regions 2013-2018
    • iii. Mobile Internet Search Advertising Spend on Tablets
    • Figure 5.13 & Table 5.12: Total Spend on Tablet Search Advertising ($m) Split by 8 Key Regions 2013-2018
  • 5.4 The Market for Mobile Internet Advertising
    • Figure 5.14 & Table 5.13: Total Mobile Internet Advertising Spend ($m) Split by 8 Key Regions 2013 2018
    • Figure 5.15 & Tablet 5.14: Total Mobile Internet Advertising Spend ($m) Split by Device and Advertising Format 2013-2018

6. Market Forecasts for In‑App Advertising

  • 6.1 Introduction & Methodology
    • Figure 6.1: In-App Advertising Methodology
  • 6.2 In-App Advertising on Handsets
    • 6.2.1 Ad Impressions on Handsets
    • i. Apps Downloaded to Handsets
    • Figure 6.2 & Table 6.1: Number of Handset Apps Downloaded (m) Split by 8 Key Regions 2013-2018
    • ii. Apps Featuring Advertising on Handsets
    • Figure 6.3 & Table 6.2: Number of Handset Apps Downloaded which Feature Advertising (m) Split by 8 Key Regions 2013-2018
    • iii. Total Ad Impressions on Handsets
    • Figure 6.4 & Table 6.3: Total Number of Handset Ad Impressions (bn) Split by 8 Key Regions 2013 2018
    • 6.2.2 In-App Display Advertising on Handsets
    • i. Number of In-App Display Ads on Handsets
    • Figure 6.5 & Table 6.4: Number of Handset App Ad Impressions which are Display Ad Impressions (bn) Split by 8 Key Regions 2013-2018
    • ii. Advertiser Spend on Handset In-App Display Ads
    • Figure 6.6 & Table 6.5: Total Handset App Display Ad Spend ($m) Split by 8 Key Regions 2013-2018
    • 6.2.3 In-App Rich Media Advertising on Handsets
    • i. Number of In-App Rich Media Ads on Handsets
    • Figure 6.7 & Table 6.6: Number of Handset App Ad Impressions which are Rich Media Ad Impressions (bn) Split by 8 Key Regions 2013-2018
    • ii. Advertiser Spend on Handset Rich Media Ads
    • Figure 6.8 & Table 6.7: Total In-App Rich Media Advertising Spend on Handsets ($m) Split by 8 Key Regions 2013-2018
  • 6.3 In-App Advertising on Tablets
    • 6.3.1 Ad Impressions on Tablets
    • i. Apps Downloaded to Tablets
    • Figure 6.9 & Table 6.8: Number of Tablet Apps Downloaded (m) Split by 8 Key Regions 2013-2018
    • ii. Apps Featuring Advertising on Tablets
    • Figure 6.10 & Table 6.9: Number of Tablet Apps Downloaded which Feature Advertising (m) Split by 8 Key Regions 2013-2018
    • iii. Ad Impressions on Tablets
    • Figure 6.11 & Table 6.10: Total Number of Tablet Ad Impressions (bn) Split by 8 Key Regions 2013 2018
    • 6.3.2 In-App Display Advertising on Tablets
    • i. Number of In-App Display Ads on Tablets
    • Figure 6.12 & Table 6.11: Number of Tablet App Ad Impressions which are Display Ad Impressions (bn) Split by 8 Key Regions 2013-2018
    • ii. Advertiser Spend on Tablet In-App Display Ads
    • Figure 6.13 & Table 6.12: Total Tablet App Display Ad Spend ($m) Split by 8 Key Regions 2013-2018
    • 6.3.3 In-App Rich Media Advertising on Tablets
    • i. Number of In-App Rich Media Ads on Tablets
    • Figure 6.14 & Table 6.13: Number of Tablet App Ad Impressions which are Rich Media Ad Impressions (bn) Split by 8 Key Regions 2013-2018
    • ii. Advertiser Spend on Tablet Rich Media Ads
    • Figure 6.15 & Table 6.14: Total In-App Rich Media Advertising Spend on Tablets ($m) Split by 8 Key Regions 2013-2018
  • 6.4 The Market for In-App Advertising on Mobile Devices
    • Figure 6.16 & Table 6.15: Total Mobile In-App Advertising Spend ($m) Split by 8 Key Regions 2013 2018
    • Figure 6.17 & Table 6.16: Total Mobile In-App Advertising Spend ($m) Split by Device and Advertising Format 2013-2018

7. Market Forecasts for Advertising & Location-Based Messaging via SMS & MMS

  • 7.1 Introduction & Methodology
    • Figure 7.1: Advertising & Location-Based Messaging via SMS & MMS Methodology
  • 7.2 SMS Advertising
    • 7.2.1 Recipients of SMS Advertising
    • Figure 7.2 & Table 7.1: Number of Handset Users who Receive SMS Advertising (m) Split by 8 Key Regions 2013-2018
    • 7.2.2 Usage of SMS Advertising
    • Figure 7.3 & Table 7.2: Number of Handset SMS Adverts Received (m) Split by 8 Key Regions 2013 2018
    • 7.2.3 Advertiser Spend on SMS Advertising
    • Figure 7.4 & Table 7.3: Total Handset SMS Advertising Spend ($m) Split by 8 Key Regions 2013-2018
  • 7.3 MMS Advertising
    • 7.3.1 Recipients of MMS Advertising
    • Figure 7.5 & Table 7.4: Number of Handset Users who Receive MMS Advertising (m) Split by 8 Key Regions 2013-2018
    • 7.3.2 Usage of MMS Advertising
    • Figure 7.6 & Table 7.5: Total Number of Handset MMS Adverts Received per Year (m) Split by 8 Key Regions 2013-2018
    • 7.3.3 Advertiser Spend on MMS Advertising
    • Figure 7.7 & Table 7.6: Total Handset MMS Advertising Spend ($m) Split by 8 Key Regions 2013 2018
  • 7.4 Location-Based Advertising
    • 7.4.1 Location-Based SMS Advertising
    • i. Recipients of Location-Based SMS Advertising
    • Figure 7.8 & Table 7.7: Number of Smartphone Users who Receive Location-Based SMS Advertising (m) Split by 8 Key Regions 2013-2018
    • ii. Usage of Location-Based SMS Advertising
    • Figure 7.9 & Table 7.8: Total Number of Smartphone Location-Based SMS Adverts Received per Year (m) Split by 8 Key Regions 2013-2018
    • iii. Advertiser Spend on Location-Based SMS Advertising
    • Figure 7.10 & Table 7.9: Total Smartphone Location-Based SMS Advertising Spend ($m) Split by 8 Key Regions 2013-2018
    • 7.4.2 Location-Based MMS Advertising
    • i. Recipients of Location-Based MMS Advertising
    • Figure 7.11 & Table 7.10: Number of Smartphone Users who Receive Location-Based MMS Advertising (m) Split by 8 Key Regions 2013-2018
    • ii. Usage of Location-Based MMS Advertising
    • Figure 7.12 & Table 7.11: Total Number of Smartphone Location-Based MMS Adverts Received per Year (m) Split by 8 Key Regions 2013-2018
    • iii. Location-Based MMS Advertising Revenues
    • Figure 7.13 & Table 7.12: Total Smartphone Location-Based MMS Advertising Spend ($m) Split by 8 Key Regions 2013-2018
  • 7.5 The Total Market for Mobile Message Advertising
    • Figure 7.14 & Table 7.13: Total Message-Based Mobile Advertising Spend ($m) Split by SMS, MMS and Location-Based Advertising 2013-2018
    • Figure 7.15 & Table 7.14: Total Message-Based Mobile Advertising Spend ($m) Split by 8 Key Regions 2013-2018

8. Market Forecasts for Ringback Tone Advertising

  • 8.1 Introduction & Methodology
    • Figure 8.1: Ringback Tone Advertising Methodology
  • 8.2 Ringback Tone Advertising on Handsets
    • 8.2.1 Users of Ringback Tone Advertising
    • Figure 8.2 & Table 8.1: Number of Handset User who Use Ringback Tones (m) Split by 8 Key Regions, 2013-2018
    • 8.2.2 Number of Ringback Tone Ad Impressions
    • Figure 8.3 & Table 8.2: Total Number of Handset Ringback Tone Ad Impressions (m) Split by 8 Key Regions 2013-2018
    • 8.2.3 Ringback Tone Advertising Spend
    • Figure 8.4 & Table 8.3: Total Handset Ringback Tone Advertising Spend ($m) Split by 8 Key Regions 2013-2018

9. The Competitive Landscape

  • 9.1 Vendor Landscape
  • 9.2 Vendor Analysis
    • 9.2.1 Vendor Assessment Criteria
    • Table 9.1: Vendor Capability Assessment Factors
    • 9.2.2 Limitations and Interpretation
    • 9.2.3 Vendor Matrix Positioning - 2013
    • Figure 9.1: Global Mobile Advertising Vendor Positioning Matrix 2013
    • i. Summary
    • ii. On Track Vendors
    • iii. Vendors Exceeding Expectations
    • iv. Vendors with Further Potential
  • 9.3 Mobile Ad Networks and RTB Platforms
    • 9.3.1Amobee
    • Figure 9.2: Amobee System Overview
    • 9.3.2 BuzzCity
    • Figure 9.3: Ads Served by BuzzCity in Q2 2013
    • Table 9.2: Ads Served by BuzzCity in Q2 2013
    • 9.3.3 Google
    • Table 9.3: Google Inc Revenue ($bn) Split By Type of Revenue (Total Advertising, Web Sites, Network Web Sites, Licensing and Other Revenues) 2008-2013
    • 9.3.4 Greystripe
    • 9.3.5 iAd (Apple)
    • 9.3.6 Millenial Media
    • Table 9.4: Millennial Media, Inc Revenue ($m) 2010-2013
    • 9.3.7 Smaato
    • Figure 9.4: The Smaato Ecosystem
    • 9.3.8 Tapjoy
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