Mobile Advertising - Redefining Mobile and Marketing in Europe

SUMMARY

This Strategic Insight gives an introduction to the emerging mobile advertising market in Europe. It examines the various delivery mechanisms and formats used by the industry. It also examines the current mobile advertising and marketing value chain, while highlighting the key challenges and drivers faced by the industry.

TABLE OF CONTENTS

1. INTRODUCTION TO MOBILE AND ADVERTISING MARKETS IN EUROPE

An Introduction to the European Market

• 1. Introduction

A Primer to Mobile Advertising and Marketing

• 1. Mobile Advertising Terminology
• 2. Mobile Advertising Delivery Methods
• 3. Different Forms of Mobile Advertising
• 4. Key Industry Bodies and Associations

2. MOBILE MARKETS AND KEY TRENDS INFLUENCING MOBILE ADVERTISING AND MARKETING

The European Mobile Market

• 1. Mobile Subscribers
• 2. Prepaid and Post-paid Channels
• 3. Average Revenue Per User (ARPU)

3. ADVERTISING AND MARKETING OVER MOBILE

Mobile Advertising and Marketing

• 1. Why Mobile ?
• 2. The Mobile Advertising and Marketing Value Chain
• 3. Key Challenges for Mobile Advertising and Marketing
• 4. Key Drivers for Mobile Advertising and Marketing

4. CONCLUSIONS

The European Market

• 1. Conclusions