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Market Research Report

Mobile Advertising

Published by Juniper Research Product code 246339
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Mobile Advertising
Published: October 22, 2013 Content info:

This publication has been discontinued on April 15, 2016.


Juniper Research provides actionable insights, market intelligence data and strategic recommendations throughout the life cycle of a given technology or service.

Juniper Research's highly regarded Mobile Advertising research provides the reader with an array of key insights into the rapidly evolving mobile advertising market. It investigates the role of mobile as a delivery and engagement channel, how it is positioned by brands and retailers within an omnichannel strategy, and what hurdles must be overcome if it is to achieve its full potential.

Key Features

  • Extensive analysis of the evolving value network, as new advertising formats and payment mechanisms emerge.
  • Assesses future challenges which will hinder growth, as well as key trends and drivers which will shape the industry, such as location-based advertising.
  • Key interviews with market leaders including Facebook, mobile operator joint venture Weve and Real-Time Bidding exchange Smaato.
  • Key player capability and capacity assessment, together with vendor market positioning matrix.
  • Benchmark industry forecasts for size and growth of the mobile advertising sector.

Key Questions

  • 1. Who are the key players in the mobile advertising industry at present, and what strategic moves are they making?
  • 2. How does mobile advertising fit into the wider advertising industry?
  • 3. What are the relative merits/drawbacks of mobile advertising?
  • 4. What are the business models currently employed within the mobile advertising industry?
  • 5. What innovations are happening within the mobile advertising industry with regards to rich media, ad formats, location-based advertising etc?

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.

Referenced : 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.

Data & Interactive Forecast

Juniper Research's highly granular interactive Excels enable clients to manipulate Juniper's forecast data and charts to test their own assumptions, perform what-if analysis; and compare select markets side by side in customised charts and tables. IFxls greatly increase clients' ability to both understand a particular market and to integrate their own views into the model.

Forecast suite includes:

  • Country level data splits for US, Canada, UK and Germany, as well as 8 key regions.
  • Split by Advertising Channel: Mobile Internet (Display and Search), In-App (Display and Rich Media), Message-Based (SMS, MMS and Location-Based Messaging) and Ringback Tone
  • Split by Device Type: Smartphones, Tablets, Featurephones, Handsets and All Devices (where applicable).
  • What-If Analysis tool allowing user the ability to manipulate Juniper's data for 47 different metrics.
  • Access to the full set of forecast data of 228 tables and over 19,000 datapoints.
Table of Contents

Table of Contents

1. Mobile in 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
  • 1.3 The Multi-Screen Environment
    • 1.3.1 Multiple Screens, Multiple Consumer Contact Channels
    • Figure 1.2: The Multi-Screen Environment
      • i. Social TV: A Trend & its Implications for Advertisers
  • 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
      • 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
    • Figure 1.7: A Splash Screen Advert for Kung Fu Panda 2 on Mxit
    • 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
    • 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
    • Figure 2.3: The WEVE Platform
      • i. 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 ($m, %) 2005-2012
      • ii. Facebook: The Social Opportunity
    • Table 2.5: Facebook's Advertising Revenue ($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
    • 3.1.1 The Growth of Big Data
    • 3.1.2 Downward Pressure on App Pricing
    • 3.1.3 Mobile: Always Present, Always On
    • 3.1.4 mCommerce Escalates
      • i. Driving the Trend: Opt-In and Reward Advertising to Deepen Engagement
    • 3.1.5 Tablets: A Bigger Opportunity
    • Figure 3.1: A Comparison of Banner Ads on Smartphones and Tablets
  • 3.2 Trends
    • 3.2.1 The Increasing Dynamism of Mobile Advertising: RTB
    • 3.2.2 Native Advertising
    • Figure 3.2: Native Mobile Advertising on Twitter - Promoted Tweets
    • 3.2.3 Rich Media: Mobile's Pièce de Résistance
    • Figure 3.3: Ikea's Augmented Reality App
    • 3.2.4 Growth in Advertising Budgets Dedicated to Mobile
    • Figure 3.4: Annual US Advertising Revenues ($bn), Split by Mobile & Internet Channels, 2005-2012
    • 3.2.5 Lock Screen Advertising is Revived
    • 3.2.6 The Imperative for Engagement: New Ad Formats
    • Figure 3.5: An IAB Mobile Pull Advert, Before Interaction (Left) and Upon Interaction (Right)
  • 3.3 Constraints
    • 3.3.1 The Debated Effectiveness of Traditional Mobile Advertising
    • 3.3.2 Privacy: Consumer Concerns and Industry Guidelines
    • Figure 3.6: The GSMA Privacy Design Guidelines for Mobile Application Development
      • i. Guidelines and Legislation
    • 3.3.3 Spam

4. The Competitive Landscape

  • 4.1 Vendor Landscape
  • 4.2 Vendor Analysis
    • 4.2.1 Vendor Assessment Criteria
    • Table 4.1: Vendor Capability Assessment Factors
    • 4.2.2 Limitations and Interpretation
    • 4.2.3 Vendor Matrix Positioning - 2013
    • Figure 4.2: Global Mobile Advertising Vendor Scoring Matrix 2013
    • Figure 4.3: Global Mobile Advertising Vendor Positioning Matrix 2013
      • i. Summary
      • ii. On Track Vendors
      • iii. Vendors Exceeding Expectations
      • iv. Vendors with Further Potential
  • 4.3 Mobile Advertising Movers & Shakers
  • 4.4 Mobile Ad Networks and RTB Platforms
    • 4.4.1 Amobee
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
    • Figure 4.4: Amobee System Overview
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.2 BuzzCity
      • i. Corporate Profile
    • Figure & Table 4.5: Ads Served by BuzzCity in Q2 2013
      • ii. ii. Products & Services
      • iii. Key Strengths and Strategic Opportunities
    • 4.4.3 Google
      • i. Corporate Profile
      • Table 4.6: Google Revenue ($bn) Split By Type of Revenue (Total Advertising, Web Sites, Network Web Sites, Licensing and Other Revenues) 2008-2013 ii. Products and Services
      • iii. Key Strengths and Strategic Opportunities
    • 4.4.4 Greystripe
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.5 iAd (Apple)
      • i. Corporate Profile
      • ii. Products & Services
      • iii. Key Strengths and Strategic Opportunities
    • 4.4.6 Millenial Media
      • i. Corporate Profile
      • Table 4.7: Millennial Media Revenue ($m) 2010-2013
      • ii. Key Clients & Strategic Partnerships
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.7 Smaato
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
      • Figure 4.8: The Smaato Ecosystem
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.8 Tapjoy
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
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