An Insight into U.S. Mobile Advertising and Search Markets

SUMMARY

This Frost & Sullivan research service entitled An Insight into U.S. Mobile Advertising and Search Markets provides critical insights into various techniques and technologies employed for mobile content adaptation, and discusses different market trends and expected developments in the mobile space.

TABLE OF CONTENTS

1. Introduction to Mobile Advertising

• 1. Mobile Advertising
  • 1. Introduction
  • 2. Market Definitions
  • 3. Mobile Advertising Segmentation

2. U.S. Mobile Advertising and Search Market Dynamics

• 1. Market Dynamics
  • 1. Drivers
  • 2. Challenges
• 2. A Note about Mobile Search
  • 1. Need for Enhanced Mobile Search Solutions

3. Messaging-based Mobile Advertising

• 1. Introduction to Messaging-based Mobile Advertising
  • 1. SMS and MMS-based Advertising
  • 2. Short-code SMS Value-Chain
  • 3. Short-code SMS Applications
  • 4. Short-code SMS Campaign Operations
• 2. Major Market Trends
  • 1. Short-code Availability
  • 2. Short-code Pricing
  • 3. CSC Provisioning and Campaign Operations
  • 4. Revenue Settlement
  • 5. Market Consolidation and Price Pressures
  • 6. End-user Charges
• 3. Summary of Findings and Conclusions
  • 1. Findings and Conclusions

4. WAP-based Mobile Advertising

• 1. Introduction to WAP-based Mobile Advertising
  • 1. WAP-based Advertising
  • 2. Types of WAP-based Advertisements
  • 3. Components of WAP-based Advertisements
  • 4. WAP Campaign Operations
  • 5. WAP Advertisement Measurement Criteria
• 2. Major Market Trends
  • 1. Advertisement Formats
  • 2. Pricing
  • 3. Advertisement Delivery Process
  • 4. Revenue Shares
  • 5. Product Evolution
• 3. Summary of Findings and Conclusions
  • 1. Findings and Conclusions

5. Mobile Video Advertising

• 1. Introduction to Mobile Video Advertising
  • 1. Mobile Video Advertising
  • 2. Mobile Video Advertising Segmentation
  • 3. Mobile Video Advertising -Mobile Video Context
  • 4. Ad-serving Models and Technology
  • 5. Mobile Video Advertising  Non-Mobile Video Context
• 2. Major Market Trends
  • 1. Pricing Model
  • 2. Advertisement Types
  • 3. Interactivity Within Mobile Video Advertising
• 3. Summary of Findings and Conclusions
  • 1. Findings and Conclusions

6. Mobile Advertising and Downloadable Applications

• 1. Introduction to Mobile Advertising Within Downloadable Applications
  • 1. Mobile Advertising and Downloadable Applications
  • 2. Dynamic Mobile Advertisement Delivery
  • 3. Static Mobile Advertisement Delivery and Branded Applications
• 2. Major Market Trends
  • 1. Revenue Models with Pricing and Revenue Shares
  • 2. Advertisement Formats
  • 3. Reporting
• 3. Summary of Findings and Conclusions
  • 1. Findings and Conclusions

7. Mobile Search and Advertising

• 1. Introduction to Mobile Search and Advertising Market
  • 1. Mobile Search and Advertising
  • 2. Evolution of Mobile Search Solutions
  • 3. Revenue Opportunity
• 2. Major Market Trends
  • 1. Business and Revenue Models for Advertising Solution Providers
  • 2. Advertisement Formats and Pricing
  • 3. Client Interface-WAP or Rich Client
  • 4. Deployment Model
  • 5. Analytics
• 3. Summary of Findings and Conclusions
  • 1. Findings and Conclusions

8. Key Industry Participants

• 1. Mobile Advertising Solution Providers
  • 1. AdMob Inc.
  • 2. MoPhap Inc.
  • 3. Third Screen Media Inc.
  • 4. Enpocket Inc.
  • 5. Greystripe Inc.
• 2. Service Providers
  • 1. GoTV Networks Inc.
  • 2. MobiTV Inc.
• 3. Mobile Search Solution Providers
  • 1. Medio Systems Inc.
  • 2. Jumptap Inc.

List of Figures

Chapter 2

• Mobile Advertisement and Search Market: Industry Drivers Ranked by Order of Impact (U.S.), 2006-2010
• Mobile Advertisement and Search Market: Industry Challenges Ranked by Order of Impact (U.S.), 2006-2010

Chapter 5

• Mobile Advertisement and Search Market: Comparison of Mobile Video Advertisements within Mobile Video and 'non-video' Context (U.S.), 2006

Chapter 7

• Mobile Advertisement and Search Market: Mobile Search Solutions Deployed by Tier-I Mobile Operators (U.S.), 2006