Australian Mobile Advertising Market Assessment, 2008

Published by	Telsyte
Published	February, 2009	Product code	81795
Content info	33 Pages, 2 Tables, 17 figures
Price	US $ 3295 PDF by E-mail (Corporate Use License)

Introduction
Related Reports

Australian Mobile Advertising Market Assessment, 2008 published by Telsyte in February, 2009. This report consists of 33 Pages, 2 Tables, 17 figures and the price starts from US $ 3295.

Introduction

Abstract

While commercial promotions through the use of mobile phones have existed for more than half a decade, the promise of true mobile advertising has only begun to materialise in the past year. It is attracting a large amount of industry attention because, for the first time, mobile technology allows advertisers to pinpoint their target audience based on a set of critical parameters, including personalisation and preferences, contextual activities, and locations - an accuracy level unachievable by other forms of media.

Produced annually as part of Telsyte' s Technology Research Series, this study provides a detailed analysis and assessment of the developments of mobile advertising in Australia.

Key findings from this study include:

Telsyte has defined mobile advertising developments as comprising five distinct stages: premium messaging, message broadcasting, mobile banners, subsidisation, and “next gen” mobile advertising.
The first three phases, introduced as early as in 2003 and still in use today, are based on mass broadcast and offer very little or no personalisation. The fourth phrase, subsidisation, popularised in 2008, was the first to leverage user profiling
We are on the verge of entering the “next gen” mobile advertising era characterised by users' ability to receive highly relevant advertisements based not only on their profiles, but also contextual activities and, more importantly, their locations.
The economic downturn should bode well for mobile advertising as companies become much more cautious in their spending to make sure marketing messages get to the right target audience.
Australian consumers are increasingly adopting instant messaging, search, maps and social networking applications on their mobile devices, laying a good foundation for the use of mobile advertising in the near future.
Conclusion and recommendations.

1. EXECUTIVE SUMMARY

2. INTRODUCTION

2.1 Methodology
3 INTRODUCTION TO MOBILE ADVERTISING
3.1 Why mobile advertising?
3.2 How big is Australia' s mobile advertising market?
3.3 Evolution of mobile advertising

4. GLOBAL MOBILE ADVERTISING CASE STUDIES

4.1 Japan
4.2 USA
4.3 Europe

5. AUSTRALIAN MOBILE ADVERTISING EXPERIENCES

5.1 Vodafone' s Mobile Advertising Portfolio
5.2 ComTel' s SMSpup Mobile
5.3 Other Carriers

6. AUSTRALIAN CONSUMER MOBILE ADVERTISING PREFERENCES

6.1 Use of “next-gen” mobile services
6.2 Preferred mobile advertising models and incentives
6.3 Planned uptake of mobile advertising
6.4 Mobile content growth forecast

7. MOBILE ADVERTISING ECOSYSTEMS AND BUSINESS MODELS

7.1 Mobile advertising value chain
7.2 Mobile advertising business model
7.3 Monetisation of mobile advertising

8. CONCLUSION AND RECOMMENDATIONS

9. RELATED RESEARCH

Figures

Figure 1: Australian Mobile Advertising Spend Forecast, 2008-2013
Figure 2: Telsyte' s Five-Phase Mobile Advertising Evolution
Figure 3: Examples of Japan' s Mobile QR Code and Its Use in Outdoor Media
Figure 4: One-Seg Mobile Device Designed for Mobile Broadcasting and Advertising
Figure 5: Cirius Technologies' AdLocal
Figure 6: Examples of ‘Short Code' SMS Advertising and Search Advertising in USA
Figure 7: Yahoo! And Hutchison 3UK Banner Advertising
Figure 8: Examples of Vodafone' s MAP Campaigns - Foxtel and HSBC
Figure 9: Examples of Telstra' s QR Code Campaigns - Nike, KFC and Yellow Pages
Figure 10: Use of “next-gen” mobile services by Australian mobile consumers, 2008
Figure 11: Most appealing mobile advertising model, 2008
Figure 12: Preferred mobile advertising incentives, 2008
Figure 13: Australian consumers' expectation of advertising-subsidised mobile bill discounts, 2008
Figure 14: Australian consumers' intended uptake of mobile advertising, 2008
Figure 15: Australian mobile content market forecast, 2008-2012
Figure 16: Mobile advertising ecosystem
Figure 17: Mobile advertising business model

Tables

Table 1: Distribution of Australian consumer mobile survey respondents by age group
Table 2: Distribution of Australian consumer mobile survey respondents by location