Mobile Advertising and Marketing 2009 - Market analysis and forecasts 2009-2014

Mobile Advertising and Marketing 2009 - Market analysis and forecasts 2009-2014 published by Visiongain in June, 2009. This report consists of 148 pages and the price starts from US $ 2331.

Introduction

Abstract

The global economy will recover but how soon, and what mobile advertising firms will be left when the upturn happens? As with any recession, advertising is hit strongly, but mobile advertising revenues correlate well with the beginning of Internet advertising so the potential still remain enormous and viable. As the global economy embarks on an inevitable recovery after its most serious setback in generations, new sectors are emerging stronger in terms of growth potential, with mobile advertising and marketing prominent among them. Even during periods of contraction for the overall advertising industry through 2008 and 2009, spending on advertising through the mobile channel is demonstrating counter-cyclical resilience.

The increasing availability of multimedia content is opening a large opportunity for sophisticated forms of mobile advertising. As content that already incorporates advertising - like live TV programming - makes its way to mobile handsets, brands and entertainment content providers seeing the value of presenting full multimedia ads with programs. With mobile web applications also expected to carrt

From 2007 when the growing market garnered just over $7 billion on a global basis, we believe mobile marketing and advertising in these two geographical areas will grow to over $30 billion in 2014. Issues to be resolved include business models and revenue share, the type, length and frequency of ads, consumer attitudes and many others. Operators will have to walk a fine line between maximising the revenue potential of advertising, while at the same time not risk alienating subscribers and increasing churn by doing so.

Based on interviews with key participants across the value chain, including operators, media agencies, software application providers, access providers, marketing specialists and trade association representatives, this 140+ page report analyses the market drivers and barriers affecting mobile advertising and marketing. It discusses the main market trends and charts the market evolution in the US and Europe. The report examines mobile advertising opportunities presented by MMS, video, TV, LBS, contextual advertising, as well as other niche possibilities.

• Who are the main players in mobile advertising and what are they doing?
• What different forms of advertising are available and expected to appear in the future?
• How does mobile advertising compare to online and traditional media?
• Why is advertising so important to mobile?
• When will advertising start to make significant traction in the market? When will it become a mass market proposition?
• How successful will it be?
• How can operators and other companies in the value chain best position themselves?

Find out the answers to these and many other questions by buying this vital industry insight.

• What % of brand advertising and marketing budgets will go on the mobile channel by 2014 and what will be the associated revenues?
• Where are the biggest market opportunities?
• What advertising models exist and which ones will account for the biggest market?
• What types of mobile advertising are most likely to succeed?

Operators in the Europe and the US are currently either testing various forms of advertising with 3G services or are allowing ads to be served on their portals. A number of multimedia companies have already launched mobile advertising offerings, and several ad-funded MVNOs in Europe and the US in 2007 have generated significant interest, and will become an important revenue source within the next five years.

• 1. Mobile operators: Gain insight into the issues affecting mobile advertising and where revenues can be derived from this new opportunity. Discover regional adoption and usage of new technology and services, as well as market size data. Obtain analysis of the key market participants and their products and services.
• 2. Brands/Advertisers/Marketers: Discover what opportunities exist in the mobile advertising channel and what the best strategies are in this space. Learn about market issues specifically related to mobile content and mobile marketing and advertising including technology, media types, demographics, psychographics, subscriber receptivity and trends.
• 3. Vendors: Learn what mobile operators' plans are with mobile advertising and marketing. Find out how the market will evolve and how you can benefit from this growth.

Furthermore, the entry of large online search engines into the mobile world opens up new advertising opportunities in the shape of context-based mobile search. What are the best strategies for success? This report will tell you.

Mobile advertising has great potential due to the relationship between a mobile subscriber and their handset, where the mobile device is often with the end-user for most of their waking time. With mobile penetration reaching 100 per cent in many developed markets, the mobile phone will soon be in virtually everyone' s pocket. Advertising is currently a major area of growth in the mobile world and is set to become even more specialised than it is at the moment. Do you understand this market? Do you know how it will develop? Is this an issue that you need to act on and find out about now?

• Directors, VP and Senior managers in:
• Mobile/ Cellular carriers and operators
• Digital and Mobile Advertising agencies
• Mobile Search companies
• Handset manufacturers
• Mobile content providers
• Brands looking to tap into the mobile audience

Table of Contents

1. Executive Summary

• 1.1. New Content and Technologies Are Enabling Mobile Multimedia Advertising
• 1.2. Cost Elimination Potential
• 1.3. Who Controls The Channel?
• 1.4. Market Trends
• 1.5. Challenges and Issues To Consider

2. Introduction

• 2.1. The Emergence of Mobile Marketing and Advertising
• 2.2. Technology to the Rescue
• 2.3. New Opportunities for Brands and Entertainment
  • 2.3.1. Decline in Ad Spend
    • Chart 2.1: US Newspaper Ad Sales, Q1 2006-Q1 2009
  • 2.3.2. New Media Also Suffering
    • Chart 2.2: Top 10 US Advertisers Q1 2009, by Ad Spending (TV, Print and Online Display Ads)
• 2.4. Shift to Mobile
  • Chart 2.3: UK Ad Spend Growth 2007-2008
  • Chart 2.4: US Ad Spend Growth 2009-2014
• 2.5. Opt-in vs. Opt-out
• 2.6. Focus and Objectives of the Report

3. Strategic Overview

• 3.1. Mobile Phone Usage
  • 3.1.1. Handset Upgrades
• 3.2. Increased Mobile Data Usage
  • Chart 3.1: Mobile Data Traffic by Geography, 2009-2014
  • Table 3.1: Mobile Data Traffic by Geography, 2009-2014
  • 3.2.1. Barriers to Mobile Data Usage
  • 3.2.2. Improved Viewing
    • 3.2.2.1. Increased Smartphone Usage
      • Chart 3.2: World Smartphone Usage, 2009-2014
• 3.3. Mobile Marketing Association
  • 3.3.1. Advertising Guidelines
• 3.4. Types of Mobile Advertising
  • 3.4.1. SMS
    • 3.4.1.1. Why is SMS Important?
  • 3.4.2. Premium SMS
    • 3.4.2.1. Short Codes
  • 3.4.3. MMS
    • Chart 3.3: UK MMS Usage, 2007-2008
  • 3.4.4. Banner
  • 3.4.5. Competitions
  • 3.4.6. Coupons
    • 3.4.6.1. Mobile Coupons Prove Popular
    • 3.4.6.2. When to Use Coupon and Rebate Strategies?
  • 3.4.7. Mobile Web
    • 3.4.7.1. Increased Opportunities Through Greater Usage
      • Chart 3.4: US Mobile Web Usage, Feb 2007-Feb 2009
  • 3.4.8. TV and Video
    • 3.4.8.1. Mobile TV and Video Standards
      • 3.4.8.1.1. DVB and DVB-like
      • 3.4.8.1.2. Mobile Video Streaming (Unicast and Multicast)
    • 3.4.8.2. TV/Video Advertising Guidelines
      • Table 3.1: MMA TV/Video Advertising Units Guidelines
    • 3.4.8.3. Acceptance of Advertisements in Order to Receive Content
      • Chart 3.5: "Would you be willing to watch a short targeted advertisement on your mobile device in order to have free access to mobile TV and video content?"
    • 3.4.8.4. Steady Increase in Mobile Video Ad Penetration
      • Chart 3.6: "Have You Viewed Ads on Your Mobile Device?"
  • 3.4.9. Mobile Apps
    • 3.4.9.1. Apple App Store
      • 3.4.9.1.1. Branded App and In-Application Advertising Examples
        • Figure 3.1: Chanel Mobile App
    • 3.4.9.2. Nokia Ovi Store
  • 3.4.10. Other Forms of Advertising
    • 3.4.10.1. Audio
      • Chart 3.7: Attitude Towards Dialtone Ads Without Incentives
      • Chart 3.8: Attitude Towards Dialtone Ads With Incentives
    • 3.4.10.2. Bluetooth
      • 3.4.10.2.1. Where can Bluetooth Advertising be Utilised?
    • 3.4.10.3. Mobile Gaming
    • 3.4.10.4. Mobisodes
• 3.5. Strategy Conclusion

4. Market Analysis

• 4.1. From Voice to Rich Media
• 4.2. The Mobile Channel
  • 4.2.1. Acceptance of Mobile as an Advertising Method
  • 4.2.2. Building Trust
  • 4.2.3. More Successful Than Other Forms of Advertising
• 4.3. Mobile Advertising Market Drivers
  • 4.3.1. Barriers to Mobile Advertising
• 4.4. Location Based Advertising
  • 4.4.1. How Are LBS Provided?
    • 4.4.1.1. Radiolocation
      • 4.4.1.1.1. Through Base Stations
      • 4.4.1.1.2. Triangulation
        • Figure 4.1: Mobile Phone Triangulation
    • 4.4.1.2. GPS
      • 4.4.1.2.1. A-GPS
      • 4.4.1.2.2. Increasing Usage Around The World
        • Chart 4.1: Worldwide GPS-embedded Handset Shipments, 2009-2014
  • 4.4.2. Drivers to LBA
  • 4.4.3. Barriers to LBA
  • 4.4.4. LBA Advantages
    • Table 4.1: Advantages of LBA
  • 4.4.5. Current Market for Mobile LBA
  • 4.4.6. LBS Revenue
    • Chart 4.2: LBS Revenues, 2009-2014
  • 4.4.7. Will LBA Succeed in the Future?
• 4.5. Mobile TV Advertising
  • 4.5.1. Mobile Increasingly More Attractive Than TV
  • 4.5.2. Advertising on Mobile TV vs. Regular TV
    • Chart 4.3: Ages of Best Mobile Ad Recall
  • 4.5.3. How Will Mobile TV Advertising Work?
• 4.6. Impact of Mobile Social Networking
• 4.7. Adult Content
  • 4.7.1. New Adult Content Advertising Possibilities in US?
  • 4.7.2. Positive Outlook for Advertisers
    • Chart 4.4: Mobile Adult Content Revenue, 2009-2014
• 4.8. Which Technology is Most Promising for Advertisers?
  • 4.8.1. Advertising Recall
    • Chart 4.5: Mobile Advertising Recall Rates
  • 4.8.2. Mobile Advertising Click Through Rates
    • Table 4.2 : Mobile Advertising CTR, Selected Countries in Europe, Oct-Dec 2008
  • 4.8.3. Dolce & Gabbana Success
• 4.9. Regulations in Mobile Advertising
  • 4.9.1. Europe
  • 4.9.2. USA
• 4.10. Demographics
  • 4.10.1. Targeting the Right Product, Advertising Towards the Right Age Group
    • Chart 4.6: US Awareness of Mobile Advertising, Q4 2008
    • Chart 4.7: US SMS Usage, February 2009
• 4.11. Revenue Sharing and Billing
  • 4.11.1. Technology Service Billing
• 4.12. How Will Mobile Advertising Evolve?
  • 4.12.1. Tried and Trusted
  • 4.12.2. Tentative First Steps
• 4.13. Market Analysis Conclusions

5. Agencies, Enablers and Developers Case Studies

• 5.1. BuzzCity
  • 5.1.1. Economic Conditions Encouraging Advertisers
    • Table 5.1: BuzzCity Top 10 Advertising Countries by Banners Delivered, April 2009
  • 5.1.2. White Label Mobile Advertising Solution
• 5.2. Flytxt
  • 5.2.1. Neon
    • 5.2.1.1. Reliance Implementation
• 5.3. Sybase 365
  • 5.3.1. Sybase 365 Mobile Advertising Solutions
    • 5.3.1.1. SMS Ad Exchange
    • 5.3.1.2. Digby/1-800-Flowers
• 5.4. North American Marketing, Media, Access and Platform Companies
  • 5.4.1. Air2Web
    • 5.4.1.1. Marketing Solutions
      • 5.4.1.1.1. AirCARE
      • 5.4.1.1.2. CampaignPro
        • 5.4.1.1.2.1. CampaignPro (MMSS)
      • 5.4.1.1.3. DirectTEXT
    • 5.4.1.2. Dominos Pizza
  • 5.4.2. AdMob
    • 5.4.2.1. Adidas
      • Figure 5.1: AdMob Adidas Superstars Campaign Screenshot
      • Figure 5.2: AdMob Adidas Superstars Campaign Statistics
    • 5.4.2.2. Resistance 2
      • Figure 5.3: AdMob Resistance 2 Campaign Statistics
    • 5.4.2.3. Toshiba
  • 5.4.3. Amobee
  • 5.4.4. g8wave
    • 5.4.4.1. Products
      • 5.4.4.1.1. Live-Text
      • 5.4.4.1.2. WAP
    • 5.4.4.2. Blink TV and Girls Aloud Competition
  • 5.4.5. ipsh!
  • 5.4.6. Nextcode
    • Table 5.2 : Nextcode Partners
  • 5.4.7. NeoMedia/Gaviteq
    • 5.4.7.1. Barcodes
      • 5.4.7.1.1. NeoReader
        • Figure 5.4: Papa John' s NeoReader Campaign
      • 5.4.7.1.2. NeoSphere
    • 5.4.7.2. Ticketing and Couponing
  • 5.4.8. Soapbox Mobile
    • Table 5.3: Soapbox Mobile Clients
  • 5.4.9. Vibes
    • 5.4.9.1. Coca Cola
    • 5.4.9.2. Warner Brothers
    • 5.4.9.3. Pittsburgh Penguins
  • 5.4.10. We Love Mobile
    • 5.4.10.1. EQO
• 5.5. European Marketing, Media, Access and Platform Companies
  • 5.5.1. 2ergo
    • 5.5.1.1. 2ergo Engage
      • Table 5.4: 2ergo Engage Mobile Marketing Types
    • 5.5.1.2. National Geographic Channel
    • 5.5.1.3. Phones4U
    • 5.5.1.4. The Mummy 3
  • 5.5.2. 12snap
    • Table 5.5: 12snap Statistics
    • 5.5.2.1. Reaction to Mobile Usage Trends
  • 5.5.3. ActiveMedia Technology
    • 5.5.3.1. Product Areas
    • 5.5.3.2. Blockbuster
    • 5.5.3.3. Singapore Tourism Board
  • 5.5.4. Mobiento
    • 5.5.4.1. H&M
    • 5.5.4.2. Snickers
    • 5.5.4.3. Sprite
  • 5.5.5. Mojiva
  • 5.5.6. Mirada
    • 5.5.6.1. Mirada Touch
      • 5.5.6.1.1. Nestle Kit Kat
      • 5.5.6.1.2. Budweiser
      • 5.5.6.1.3. Carling
      • 5.5.6.1.4. Britvic
    • 5.5.6.2. Reaction to Mobile Usage Trends
• 5.6. Agencies, Enablers and Developers Conclusions

6. Operators, Manufacturers, Service Providers and Specific Mobile Advertising Types

• 6.1. Operators
  • 6.1.1. 3
    • 6.1.1.1. Setting Mobile Advertising Examples
    • 6.1.1.2. Yahoo! Portal Deal
    • 6.1.1.3. 4th Screen and Mobix Interactive Video Ads Deal
    • 6.1.1.4. 3 Denmark and JumpTap
  • 6.1.2. Blyk
    • Table 6.1: Blyk Brands and Response Rates
    • 6.1.2.1. Limitations of Blyk?
      • Table 6.2: Blyk Partners
  • 6.1.3. O2/Telefonica
    • 6.1.3.1. Media Business
    • 6.1.3.2. Global Mobile Advertising Alliance
      • 6.1.3.2.1. Fitness First Campaign
  • 6.1.4. Orange
    • 6.1.4.1. Mobile Study is Positive for Advertising
    • 6.1.4.2. SMS Ad Trial
  • 6.1.5. T-Mobile
    • 6.1.5.1. Ad-funded Gaming
  • 6.1.6. Vodafone
    • 6.1.6.1. Cautious Approach Needed?
      • Table 6.4: Advertising Offered by Vodafone Local Operating Companies
    • 6.1.6.2. Global Framework Agreement
    • 6.1.6.3. Successful Roll-out of Mobile Advertising Services
    • 6.1.6.4. Abandon Yahoo! Model
• 6.2. Manufacturers
  • 6.2.1. Apple
  • 6.2.2. Nokia
    • 6.2.2.1. Nokia Media Network
    • 6.2.2.2. Nokia Interactive Solutions
    • 6.2.2.3. Nokia Advertising Alliance
      • 6.2.2.3.1. Ford iKool - India
      • 6.2.2.3.2. Coca-Cola Zero Studio - Brazil
• 6.3. Service Providers
  • 6.3.1. Google
    • 6.3.1.1. Mobile AdWords
      • Table 6.5: Countries With Google Mobile Ads Availability
    • 6.3.1.2. AdWords for iPhone and Android
      • Figure 6.1: AdWords Ad Types
  • 6.3.2. Microsoft
    • 6.3.2.1. Opportunities With Microsoft Advertising
      • 6.3.2.1.1. MSN Mobile
      • 6.3.2.1.2. Windows Live for Mobile
        • Figure 6.2: Windows Live for Mobile Screenshot
      • 6.3.2.1.3. Bing
      • 6.3.2.1.4. Two-Screen MSN Home Page
    • 6.3.2.2. Enhancing Advertising Potential
  • 6.3.3. Yahoo!
    • Figure 6.3: Yahoo Mobile Phone Usage Model
    • 6.3.3.1. Yahoo! Mobile Advertising Solutions
      • 6.3.3.1.1. Smart Ads
        • 6.3.3.1.1.1. Boost to Mobile Ad Services Through Addition of Third Party Vendors
• 6.4. Companies and Case Studies by Specific Advertising Type
  • 6.4.1. Bluetooth
    • 6.4.1.1. Sports Usage
      • Table 6.6: Bluepod Media British Football Marketing
    • 6.4.1.2. T-Mobile Proximity Marketing
  • 6.4.2. Location Based Advertising
    • 6.4.2.1. 1020 Placecast
      • 6.4.2.1.1. Alcatel-Lucent Deal
      • 6.4.2.1.2. Joined Forces With Useful Networks
        • Figure 6.4: 1020 Placecast Nike Advertising Screenshot
    • 6.4.2.2. SquareLoop
    • 6.4.2.3. Useful Networks
      • 6.4.2.3.1. Burger King
      • 6.4.2.3.2. Subaru
    • 6.4.2.4. Vodafone and Wayfinder
  • 6.4.3. Mobile Audio
    • 6.4.3.1. Adfortel
    • 6.4.3.2. MobiMogul
      • 6.4.3.2.1. AdTones
  • 6.4.4. Mobile Coupons
    • 6.4.4.1. Eagle Eye Solutions
  • 6.4.5. Mobile Gaming
    • 6.4.5.1. Telescope
      • 6.4.5.1.1. Monopoly at McDonalds
• 6.5. Chapter Conclusions

7. Strategies for Success

• 7.1. Quality Rather Than Quantity
• 7.2. Co-ordinate With Other Channels
• 7.3. Recognise the Channels Unique Features
• 7.4. Timelines and Context Awareness
• 7.5. Relevance
• 7.6. Value
• 7.7. Opt-in Only
• 7.8. Smartphone Ads to be More Successful?
  • Chart 7.1: US Q1 2009 Ad Recall Rates
• 7.9. Free Content Encourages Ad Viewing
• 7.10. Success Factors for Mobile Advertising
  • Table 7.1: Factors for Effective Mobile Advertising Campaigns

8. Conclusions and Recommendations

• 8.1. Conclusions
  • 8.1.1. Why is Mobile Advertising More Effective Than Other Methods?
    • 8.1.1.1. More Cost Effective
    • 8.1.1.2. Higher CTR
      • Chart 8.1: Online Advertising CTR vs. Mobile Advertising CTR
  • 8.1.2. Handset Technology Increasing Effectiveness
  • 8.1.3. What Will Be Successful In The Future?
  • 8.1.4. Consider the Market
  • 8.1.5. Ad Spend
    • Table 8.1: Global Ad Spend, 2009-2014 (Selected Formats)
    • Chart 8.2: Mobile Messaging Ad Spend, 2009-2014
    • Chart 8.3: Mobile Display and Mobile Search Ad Spend, 2009-2014
    • Chart 8.4: Overall Global Mobile Ad Spend, 2009-2014
• 8.2. Recommendations

Companies Listed

• 3
• 1020 Placecast
• 12snap
• 1-800-Flowers
• 2ergo
• 4th Screen
• ActiveMedia
• Adfortel
• Adidas
• AdMob
• Air2Web
• Airtel
• Alcatel-Lucent
• Amobee
• Amp' d Mobile
• AOL
• Apple
• ASA
• AT&T
• BASE
• Bebo
• Best Buy Co
• Blink TV
• Blockbuster
• Bluepod Media
• Blyk
• Boots
• Brightkite
• Britvic
• Budweiser
• Buongiorno
• Burger King
• BuzzCity
• Carling
• Cellufun
• Chanel
• Coca Cola
• Crisp Wireless
• Critical Mas
• Deutshe
• Digby
• Digistores
• DMA
• Dolce & Gabbana
• Dominos Pizza
• Dynetec
• Eagle Eye Solutions
• eBay
• EQO
• ESPN
• Facebook
• FCC
• Fitness First
• FIVE
• Flytxt
• Ford
• Fox
• FSA
• FTC
• g8wave
• General Electric
• General Motors
• Google
• H&M
• Hypertag
• iPorn
• ipsh!
• Johnson & Johnson
• JumpTap
• Levis
• Limbo
• Logicalis
• L' Oreal
• Lucozade
• McDonalds
• MDA
• Mediaedge
• Menuism
• Microsoft
• MindShare
• Mirada
• MITRE Corporation
• MMA
• Mobiento
• MobiMogul
• Mobiqa
• Mobistar
• MobiTV
• Mobix Interactive
• Mojiva
• MySpace
• National Geographic Channel
• NeoMedia
• Nestle
• News Corp.
• Nextcode
• Nike
• NME
• Nokia
• O2
• OFTEL
• Orange
• Papa John' s
• Penguin Books
• Penthouse
• PETCO
• Phonepay Plus
• Phones4U
• Pittsburgh Penguins
• Playboy
• PornHub
• Proctor & Gamble
• Qpass
• Qualcomm
• Reliance
• Rhythm NewMedia
• RIM
• RSPCA
• Saturn
• Screen Tonic
• Sky
• Soapbox Mobile
• Sony BMG
• Sony Playstation
• Sprint Nextel
• Sprite
• SquareLoop
• Subaru
• Sybase 365
• Telefonica
• Telescope
• Teracent
• Time Warner
• TMN
• T-Mobile
• Toshiba
• Tumri
• Uniqlo
• Universal Pictures
• USA Today
• Useful Networks
• Verizon
• Vibes
• Vivid
• Vodafone
• Walt Disney
• Warner Brothers
• Wayfinder
• We Love Mobile
• WKD
• Yahoo!

Related Reports