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SUMMARY
This year it will be crucial for the mobile industry to move past its
subscription heavy mentality and toward non-voice services. And in mobile
marketing and advertising that will mean understanding clearly the difference
between what should be attempted - and what should not even be tried.
The Mobile Marketing and Advertising report analyzes the rapidly changing
dynamics of the worldwide mobile market.
In 2007, look for increased cross-media integration with the direct response
capabilities of mobile handsets providing the punch line to a rich media
set-up in another media. Combined with the march of advanced networks and
handsets in Western Europe, North America and Asia-Pacific, the stage is set
for an explosion of mobile marketing and advertising.
However, several major obstacles stand in the way, not the least of which is
general consumer reluctance to accept marketing or advertising messages to
subsidize their mobile content or service experiences.
Key questions the "Mobile Marketing and Advertising" report answers:
- What are the global and regional mobile marketing opportunities for
brands, agencies and mobile network operators?
- How much of marketing budgets will be devoted to mobile worldwide?
- What are some of the primary objectives of mobile marketing and
advertising?
- How do mobile campaigns tie into campaigns in other media?
- And many others...
eMarketer Reports- On-Target and Up-to-Date
The Mobile Marketing and Advertising report aggregates the latest data from
leading marketing and communications researchers around the world with
eMarketer numbers, projections and analysis to provide the information you
need to make the right business decision - right when you need to.
TABLE OF CONTENTS
Executive Summary
- Mobile Advertising Spending Worldwide, 2006-2011 (millions)
Issues & Questions
The eMarketer View
- Key eMarketer Numbers: Mobile Marketing and Advertising
- US Total Advertising Spending and Advertising Spending per Household, by
Media, 2005
Mobile Marketing 101
- Predicted Consumer Responses to a Mobile Marketing Campaign according to
Leading Companies in Europe, January 2006 (% of respondents)
- Average Click-Through Rate for Internet Banner Ads vs. Mobile Banner Ads
Worldwide, 2006
The Global Opportunity
- Advertising Spending Worldwide, by Media, 2005-2009 (millions)
- Advertising Spending Worldwide, by Media, 2005-2009 (% of total ad
spending)
- Worldwide Online Advertising Spending, 2005-2007 (% of total advertising
spending)
- Online Advertising Spending Worldwide, by Type, 2005-2009 (millions)
- Worldwide Mobile Advertising Spending, 2006, 2007 & 2011 (billions)
- Worldwide Mobile Search Advertising Revenues, 2006 & 2011 (millions)
- Worldwide Mobile Advertising Revenues, by Segment, 2006-2011 (millions)
- Mobile Adult Content* Revenues Worldwide, 2006 & 2011 (billions)
- Mobile and Camera Phones Worldwide, 2004-2010 (millions)
- Camera Phones in Japan and South Korea, 2006 (% of mobile phones)
- WCDMA Subscribers Worldwide, by Region, Q2 2005-Q2 2006 (thousands)
- CDMA2000 1xEV-DO 3G Subscribers Worldwide, September 2002-September 2006
- Worldwide 3G Subscribers, 2005 & 2010 (millions)
- Worldwide 3G Subscribers, 2004 & 2010 (millions)
- Worldwide Mobile Entertainment Revenues, by Segment, 2005-2010 (millions)
- Mobile Entertainment* Revenues Worldwide, 2006, 2009 & 2011 (billions)
- Mobile Entertainment* Revenues Worldwide, by Region, 2006 & 2011 (% of
total)
- Businesses that Would Profit Most from Media Convergence according to
Senior Executives Worldwide, 2006 (% of respondents)
- Platform that Would Profit Most from Media Convergence according to Senior
Executives Worldwide, 2006 (% of respondents)
- Acceptance Level of Advertising Mediums among Consumers in India, the US
and the UK Who Have Used Mobile Internet, July-August 2006 (mean scores*)
North America
- Mobile Advertising Spending in the US, 2006-2011 (millions)
- Internet Market Fundamentals in the US vs. Canada, 2006
- US Online Ad Spending, 2004-2008 (billions)
- Online Advertising Revenues in Canada, 1999-2006 (millions of C$ and %
increase/decrease vs. prior year)
- US Broadcast TV Advertising, Marketing and Content Spending, by Segment,
2005-2010 (millions)
- US Broadcast TV Advertising, Marketing and Content Spending, by Segment,
2004-2010 (% increase/decrease vs. prior year)
- US Mobile Messaging and Display Advertising Spending, 2006 & 2011
(billions)
- US Mobile Display Advertising Spending, 2006 & 2011 (millions)
- Mobile Advertising and Marketing Spending in the US, 2005 & 2009 (millions)
- US Mobile Marketing Revenues, 2005 & 2010 (millions)
- US Mobile Display Advertising Cost-per-Thousand (CPM), 2006 & 2011
- US Agencies and Online Advertisers that Use SMS/MMS Marketing Campaigns,
2006 (% of respondents)
- US Online Advertisers and Agencies that Will Be Leveraging Short Codes on
Product Packaging and within Non-Mobile Ads, 2006 (% of respondents)
- Percent of Media Budget Allocated to Select Emerging Media according to US
Advertising Executives, 2007
- Emerging Communication Tools Used by US Internet Users*, September 2006 (%
of respondents)
- Awareness and Use of Select Mobile Messaging Services by Mobile Phone
Subscribers in Canada, June-July 2006 (% of respondents)
- Most Preferred Medium for Receiving Product and Service Recommendations
among Consumers in the US Who Have Used Mobile Internet, July-August 2006 (%
of respondents)
- US Adult Mobile Phone Users' Willingness to Watch Advertising on Their
Phones in Return for Free Mobile Phone Applications, August 2006 (% of
respondents)
- Attitudes of US Mobile Phone Subscribers toward Receiving Ads on Mobile
Phones, 2006 (% of respondents)
Europe
- Mobile Advertising Spending in Western Europe, 2006-2011 (millions)
- Top 10 Countries in Western Europe, Ranked by Digital Content Consumption,
Q4 2005 (based on index*)
- Awareness of Select Mobile Applications among Mobile Users in the EU-5, Q4
2005 (% of respondents)
- Recent Mobile Phone Buyers in the US and Select Countries in Western
Europe Who Purchased Smartphones, Q3 2006 (% of respondents)
- Recent Smartphone and Mobile Phone Buyers in Western Europe*, by Age and
Gender, Q1 & Q3 2006 (% of respondents in each group)
- Internet Users and Mobile Internet Penetration in the US and Select
Countries in Western Europe, September 2006 (thousands and % of online
population)
- Most Popular Internet Site Categories among Mobile Internet Users in the
US and Select Countries in Western Europe, September 2006 (% of respondents)
- Mobile Content Revenues in Western Europe, 2005 & 2011 (billions and CAGR*)
- Mobile Service Revenues in Western Europe, 2005 & 2011 (billions of Euros)
- Average Revenue per User (ARPU) for Mobile Service Providers in Western
Europe, 2005 & 2011
- Short Text Message Revenues Worldwide, by Region, 2006-2010 (millions)
- Select Types of Mobile Marketing Campaigns that Have Been Deployed by
Leading Companies in Europe, January 2006 (% of respondents)
- Incentives that Leading Companies in Europe Might Offer As Part of a
Mobile Marketing Campaign, January 2006 (% of respondents)
- Aspects of Managing and Optimizing Mobile Marketing Programs about which
Leading Companies in Europe Are Unsure, January 2006 (% of respondents)
- Mobile Subscribers in the US and Select Countries in Western Europe Who
Say They Received an SMS Ad, August 2006 (% of respondents)
- Source of SMS Advertising among Mobile Subscribers in France, Germany and
Spain, August 2006 (thousands and % of each segment)
- Source of SMS Advertising among Mobile Subscribers in the UK and the US,
August 2006 (thousands and % of each segment)
- Type of SMS Advertising among Mobile Subscribers in France, Germany and
Spain, August 2006 (thousands and % of each segment)
- Multimedia Users and SMS Traffic in France, Q1 2005-Q3 2006
- Adoption Rate for Mobile Phone Video Capture in the US, Canada and Select
Countries in Western Europe, 2006
The Asia-Pacific Region
- Mobile Advertising Spending in the Asia-Pacific Region, 2006-2011
(millions)
- Digital Devices Consumers in Select Countries in Asia* Rely on Most, 2006
(% of respondents)
- Select Consumer Electronics Devices Owned by Tween, Teen and Young Adult
Consumers in the Asia-Pacific Region, 2006 (% of respondents)
- Mobile Users in South Korea, Japan and the US Who Value Mobile Services as
Fun vs. Useful, March 2005 (% of respondents)
- Mobile Telecom Revenues in the Asia-Pacific Region, 2005 & 2010 (billions)
- 3G Subscribers in the Asia-Pacific Region (excluding Japan), 2005 & 2011
(millions and CAGR*)
- 3G Mobile Terminal Users in China, 2006 & 2008 (millions)
- Premium Mobile Content Revenues in the Asia-Pacific Region, 2005 & 2011
(billions)
- Mobile Value-Added Services (MVAS) Revenues in China, 2003-2008 (billions)
- Wireless Data Service Revenues in South Korea, 2005 & 2006 (trillions of
WON and % increase vs. prior year)
- Mobile Music Revenues in the Asia-Pacific Region, 2005 & 2010 (billions)
- Mobile Music Revenues in Japan and China, 2010 (billions)
- Mobile Gaming Revenues in the Asia-Pacific Region, 2005 & 2010 (billions)
- Mobile TV Users in the Asia-Pacific Region, 2006-2010 (thousands)
- Mobile TV Users in South Korea, 2006 & 2012 (millions)
- Handheld TV Users in China, 2005-2010 (millions and % increase vs. prior
year)
- Mobile Telecommunication Network-Based Handheld TV Users in China,
2005-2010 (thousands and % increase vs. prior year)
- Online and Mobile Advertising Spending in Japan, by Segment, 2006-2009
(billions of \ and % increase vs. prior year)
- Online Advertising Spending in South Korea, by Segment, 2003-2006
(billions of WON)
- Wireless Advertising Revenues in China, 2005-2010 (millions of RMB and %
increase vs. prior year)
- Messages vs. Banner Ads as the Preferred Mobile Advertising Format among
Consumers in India, the US and the UK, by Age and Frequency of Mobile Internet
Usage, July-August 2006 (% of respondents in each group)
- Most Preferred Medium for Receiving Product and Service Recommendations
among Consumers in India Who Have Used Mobile Internet, July-August 2006 (% of
respondents)
- Mobile Phone Subscribers in India, 2006 & 2010 (millions)
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