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SUMMARY
Mobile advertising is coming to a phone near you - but simply translating
existing models won't work
The increasing availability of multimedia content is opening a large
opportunity for sophisticated forms of mobile advertising. As content that
already incorporates advertising - like live TV programming - makes its way to
mobile handsets, brands and entertainment content providers are beginning to
see the value of presenting full multimedia ads with programs.
Operators in the U.S. and Western Europe are currently either testing various
forms of advertising with 3G services or are allowing ads to be served on
their portals. A number of multimedia companies will launch advertising in H1
2006 within their multimedia offering. Furthermore, the entry of large online
search engines into the mobile world opens up new advertising opportunities in
the shape of context-based mobile search. What are the best strategies for
success? This report will tell you.
From 2005 when the nascent market garnered $255 million in Europe and the
United States, mobile marketing and advertising in these two geographical
areas will grow to exceed $1 billion in 2009, provided certain elements fall
into place. Issues to be resolved include business models and revenue share,
the type, length and frequency of ads, consumer attitudes and many others.
Operators will have to walk a fine line between maximising the revenue
potential of advertising, while at the same time not risk alienating
subscribers and increasing churn by doing so.
Based on interviews with key participants across the value chain, including
operators, media agencies, software application providers, access providers,
marketing specialists and trade association representatives, this 170+ page
report analyses the market drivers and barriers affecting mobile advertising
and marketing. It discusses the main market trends and charts the market
evolution in the US and Europe. The report examines mobile advertising
opportunities presented by MMS, video, TV, LBS, contextual advertising, as
well as other niche possibilities.
Questions answered in this report include:
What % of brand advertising and marketing budgets will go on the mobile
channel by 2011 and what will be the associated revenues? Where are the
biggest market opportunities? How does mobile advertising compare to online
and traditional media? What advertising models exist and which ones will
account for the biggest market? What types of mobile advertising are most
likely to succeed? How can operators and other companies in the value chain
best position themselves?
Why you should buy this report:
Mobile operators:
Gain insight into the issues affecting mobile advertising and where revenues
can be derived from this new opportunity. Discover regional adoption and usage
of new technology and services, as well as market size data. Obtain analysis
of the key market participants and their products and services.
Brands/Advertisers/Marketers:
Discover what opportunities exist in the mobile advertising channel and what
the best strategies are in this space. Learn about market issues specifically
related to mobile content and mobile marketing and advertising including
technology, media types, demographics, psychographics, subscriber receptivity
and trends.
Vendors:
Learn what mobile operators' plans are with mobile advertising and marketing.
Find out how the market will evolve and how you can benefit from this growth.
TABLE OF CONTENTS
Chapter 1 Executive Summary
- New Content and Technologies are Enabling Mobile Multimedia Advertising
- Who Controls the Channel?
- Market Trends
- Multiple Advertising Opportunities Exist
- Challenges and Issues to Consider
- Market Forecasts
- Conclusions
Chapter 2 Introduction
- The Emergence of Mobile Marketing and Advertising
- Technology to the Rescue
- New Opportunities for Brands and Entertainment
- Will Consumers Accept Advertising on Their Mobile Phones?
- The Bottom Line
- Research Methodology
- Focus and Objectives of the Report
Chapter 3 Strategic Overview
- Mobile Phone Usage
- Mobile subscribers, 2004-2010
- Number of Handsets in Use and Penetration Rates in Selected Countries
- Handset Revenues
- Impetus for Mobile Phone Upgrades
- Adoption of New Technologies
- Chart 3.1: US subscribers purchasing mobile video content, 2005 & 2010
(millions)
- The Battle Over Content
- Who Controls the Customer?
- Off-portal vs on-portal content
- Mobile Network Operators Need a Revenue Boost
- Chart 3.2: Mobile Operators' Data Revenues, as % of total Wireless
Revenue (by Region)
- Which Operators are Most Likely to Embrace Mobile Advertising?
- Achieving Synergies Between Advertising and Content
Chapter 4 Market Analysis and Forecasts
- From Voice to Rich Media
- Chart 4.1: Penetration of multimedia-enabled handsets by region
- Japan: The Mobile Advertising Pioneers
- Japan's Early Entrance into Mobile Advertising
- Video formatted advertisements
- Chart 4.2: Mobile marketing and advertising expenditures in Japan,
2006 & 2009
- Mobile Advertising in Korea
- Terminology
- The Mobile Channel
- A New Channel with Unique Characteristics
- What Can Mobile Marketing and Advertising Accomplish?
- Mobile Advertising Market Drivers
- Barriers to Successful Mobile Marketing and Advertising
- Technological Barriers
- Attitudinal Barriers
- Mobile advertising will not work for all products and services
- Advantages of Mobile Advertising and Marketing
- Table 4.1: Comparison of Media Campaign Response Rates
- Table 4.2: Advantages of Mobile Marketing vs. Traditional Marketing
- Typical Marketing Campaigns
- Mobile Advertising and Marketing Techniques
- SMS
- Premium SMS
- Voice SMS
- MMS
- LBS
- Chart 4.3: LBS subscribers by region, 2005
- Push- vs Pull-Based Mobile Advertising
- Mobile Banner Ads
- Games
- Chart 4.4: Total Global Revenues from Mobile Gaming, 2005-2010
($billions)
- Advertising is being embedded in many games in multiple ways
- In-game advertising spending
- Multimedia - Music, Video, TV
- Mobile Music and Advertising
- Mobile Video Advertising
- Advertising Through Mobile TV
- Determining the Mobile TV Ad Model
- Advertisers will find the mobile channel an increasingly attractive
alternative to TV
- Differences Between Advertising on Mobile and Regular TV
- Mobile TV Advertising is Seeing Early Traction in the US
- Mobile TV Presents a Significant Opportunity for Advertising
- Chart 4.5: Global mobile TV subscribers, 2005-2010
- Adult Content
- Adult Content Provides a Good Opportunity for Multimedia Ads
- Chart 4.6: % of searches relating to adult material on PCs and
mobile handsets
- The Future of Messaging and Rich Media
- Which Technology is Most promising for Mobile Advertising?
- Differences Between Europe and the United States
- Fixed-Line and Mobile Phones
- Pre-paid vs. Contract
- Attitudinal Differences
- Chart 4.7: European wireless users are willing to receive SMS-
promotions on their phones
- Structural Differences
- Table 4.3: Penetration of 3G Phones per Country in Western
Europe,2005-2010
- Characteristics of the European Market
- Table 4.4: Relative Monthly Consumption of Mobile Data Services By Type
Over 2G and 3G Networks, Quarter Ended December 2005
- UK market
- Table 4.5: U.K. Mobile Subscriber Monthly Consumption of Content and
Applications
- Mobile Advertising Activity is on the Increase
- Chart 4.8: Mobile Advertising Spending in the UK, 2005 & 2006
- Characteristics of the U.S. market
- Table 4.6: Mobile Content and Applications Used by U.S. Mobile
Subscribers
- SMS in the U.S.-The American Idol Effect
- Chart 4.9: Percent of U.S. Mobile Phone Subscribers Who Have Used
SMS, by Age Grouping
- MMS
- Multimedia
- Chart 4.10: US 3G subs vs. total subs growth, 2005-2010
- Table 4.7: U.S. Consumers Who Watch TV Programs on Mobile Phones
- TV Broadcasters and Other Entertainment Providers
- Hollywood Takes Control of its Content
- NBC Mobile
- CBS Mobile Content
- ABC
- ESPN
- ESPN's Mobile Advertising Strategy
- MTV Looks to Mobile Advertising-Based Business Model
- Warner Bros
- Warner Bros' Revenue Share Concerns
- Advertising Opportunities with Mobisodes
- Magazines Embrace the Mobile Channel with Mobizines
- Privacy and Spam Considerations
- Regulations
- Attitudes Towards Spam
- Perceptions of Spam in the US and Europe Among Operators and Consumers
- Demographics
- Targeting the Right Product Advertising Towards the Right Age Group
- Advanced Mobile Service Users
- The Sweet Spot Ages
- Key Players in Providing Content to the End-User
- Table 4.8: Mobile Marketing/Advertising Participants
- Agencies
- Mobile Marketing Specialists
- Aggregators/Gateway Providers
- The Role of Wireless Network Operators
- Operator Positioning in the Mobile Advertising Value Chain
- Operator Attitudes to Full-Scale Advertising
- Revenue Sharing and Billing
- Display Advertising Cause Revenue Sharing Splits to be More Evenly
Distributed
- Technology Services Billing
- Premium SMS
- Table 4.9: Premium SMS Revenue Sharing Splits - U.S.
- Cost of mobile campaigns
- Table 4.10: Mobile advertising cost comparison by bearer technology
- How will mobile advertising evolve?
- Figure 4.1: Mobile Advertising and Marketing Market Evolution
- Alternative Advertising Models
- Sponsorship of Mobile Services
- Advertising funded content
- Mobile Search
- Internet Search vs. Mobile Search
- Mobile Search Takes Off
- Chart 4.11: Unique users visiting Yahoo!'s and Google's mobile search
interface
- Proliferation of Major Search Engines into Mobile is Stimulating the
Market
- Contextual Advertising will Become a Lucrative Market
- Market Forecasts
- Chart 4.12: Global Mobile Search Advertising and Marketing Spend,
2005-2011
- Chart 4.13: Mobile Advertising Investment by Region, 2005-2011
- Chart 4.14: Mobile Marketing Investment by Region, 2005-2011
- Chart 4.15: Mobile Advertising Revenues, 2006-2011
- Market Trends
- Emergence of more one-stop shops
- Emergence of mobile advertising specialists
- Outsourcing of Mobile Advertising and Marketing
- Demographic Changes will Shift Types of Mobile Advertising and Marketing
- Mobile Search Growth
- The Fall of the Walled Garden
- Falling Costs of Mobile Advertising and Marketing
- Increasing Importance of CRM to Mobile Brands and Advertisers
- Evolution of a Sustainable Mobile Advertising Business Model
- Ad-subsidised MVNOs
- Chapter Conclusions
Chapter 5 Competitive Landscape
- Table 5.1: Major Mobile Players by Category in the Mobile and Advertising
Space
- North American Marketing, Media, Access, and Platform Companies
- Chart 5.1: AdMob Revenue Split with Publishers
- Chart 5.2: AdMob Revenue Split with Ad Source Partners
- Captive Interactive
- Enpocket
- Mobile 365
- g8wave
- ipsh!
- Table 5.3: ipsh! clients
- mBlox
- mia
- MobiTV
- MobiTV's Advertising Strategy
- Advertising for live mobile TV and on-demand mobile TV
- Future Opportunities
- Mobliss
- Modeo
- m-Qube
- Neven Vision
- Nextcode
- PaperClick/NeoMedia
- QUALCOMM/MediaFLO
- MediaFLO's Advertising Strategy
- Soapbox Mobile
- SquareLoop
- Telescope
- Third Screen Media
- Twelve Horses
- Versaly Entertainment
- Vibes
- Vidiator
- European Marketing, Media, Access, and Platform Companies
- 12snap
- Active Media
- Ad2Hand
- Buongiorno
- Dynetics
- Emexus
- Flytxt
- MindMatics
- mkodo
- Netsize
- Opera Telecom
- Phonevalley
- Que Pasa
- Screen Tonic
- Streamezzo
- Upstream
- Watisit
- Zamano
- Mobile Search Firms
- Google
- Looking to the Third Screen
- Click-to-call advertising service
- Call-on-select
- Towards mobile location-based advertising?
- Yahoo!
- Yahoo!'s Mobile Advertising Strategy
- Microsoft
- Integrating mobile search capability
- Action Engine
- 4INFO
- iCrossing
- Ingenio
- m-Spatial
- Mobile Operators' Advertising Strategies
- North American Operators
- Cingular Wireless
- Sprint Nextel
- T-Mobile USA
- Verizon Wireless
- European Operators
- Orange
- O2
- SFR
- Hutchison
- T-Mobile International
- Telefonica Moviles
- Vodafone
- Handset Manufacturers
- Trade Associations
- Mobile Marketing Association (MMA)
- Mobile Entertainment Forum
- Mobile Data Association
- ICSTIS
Chapter 6 Case Studies
Flytxt and Orange UK Objectives Solution Results m-Qube and NBC/Endemol
Entertainment Objective Solution Results 12snap and Coca Cola Objective
Solution Results Mobile 365 and Volvo Objective Solution Results
Chapter 7 Strategies for Success and Recommendations
- Strategies
- Mobile Advertising/Marketing Doesn't Stand Alone
- Recognise the Channel's Unique Features
- Timeliness and Context Awareness
- Relevance
- Value
- Opt-in Only
- Recommendations
Appendix A Lead author's biography
Appendix B About visiongain
Appendix C Report evaluation form
- 12snap
- 3 Italy
- 3 UK
- 3GPP
- 4INFO
- ABC
- ABN-Amro
- Absolut Vodka
- Action Engine
- ActiveMedia
- ActiveSky
- Adidas
- AdMob
- Aicent
- Air2Web
- AirCROSS
- Airwide Solutions
- Alltel Wireless
- American Express
- Anheuser Busch
- AOL
- Apple
- Arqiva
- BBC
- Bell Mobility
- Bertelsmann
- Blockbuster
- Boost Mobile
- Boulanger
- Bouygues Telecom
- BT
- Buongiorno Vitaminic
- Cadbury
- Calvin Klein
- Canalsat
- Captive Interactive
- CBS
- Channel 4
- Cherrysauce
- Chrysler
- Cingular Wireless
- Citibank
- Citroen
- Coca-Cola
- Conde Nast
- Crown Castle International
- Cuervo
- D2 Communications
- Dentsu
- Dimension 5
- Dunkin' Donuts
- Dynetic
- Emexus
- Empower Interactive
- Endemol
- Enpocket
- ESPN
- ESPN Mobile
- Experian
- Fandango
- Flytxt
- Ford
- Fox Broadcasting Company
- g8wave
- Gavitec AG
- General Motors
- Gizmondo
- go2
- Google
- Graphico
- Harvest Media Group.
- HBO Mobile
- Hilton Hotels
- HipCricket
- HP
- Hutchinson Whampoa
- ICSTIS
- Index Group
- InfoGin
- InfoSpace,
- ING-Barings
- Ingenio
- Intel
- Internet Broadcasting
- ipsh!
- ITV
- Jamba
- KDDI
- Kelloggs
- Leap Wireless
- LG
- LogicaCMG
- Master Card
- MauiGames
- mBlox
- McDonalds
- Microsoft
- Midwest Wireless
- MindMatics
- mkodo
- Mobile 365
- Mobile Data Association (MDA)
- Mobile DTV Alliance
- Mobile Information Access (mia)
- Mobile Marketing Association
- Mobile Media Sales
- MobiTV
- Mobliss
- Mobot
- Modeo
- MotionBridge
- Motorola
- m-Qube
- m-spatial
- MTV,
- NBC Mobile
- NBC Universal Digital Media
- Neo One
- NeoMedia
- NeoMedia Technologies
- Netsize
- Neven Vision
- Nextcode
- Nike
- Nokia
- NTT DoCoMo
- O2 UK
- O2 Ireland
- O2 Nederland
- Omnicom Group
- Opera Telecom
- Orange France
- Orange UK
- Palm
- PaperClick
- Pepsi
- Phonevalley
- Pot Noodle
- Proctor and Gamble
- Qualcomm
- Que Pasa
- Refresh Mobile
- Rogers Wireless
- Samsung
- Sanyo
- Screen Tonic
- SFR
- Sharp
- SK Telecom
- Sky
- SmartVideo Technologies
- Soapbox Mobile
- Sony
- Sony Ericsson
- Sony Pictures
- Sprint Nextel
- Sponge
- SquareLoop
- Telefonica Moviles
- Telescope
- Telia
- Telus Mobility
- Texas Instruments
- The Chrysalis Group
- Third Screen Media
- Time Warner Cable
- T-Mobile Austria
- T-Mobile Germany
- T-Mobile UK
- T-Mobile USA
- Turner Broadcasting
- Twelve Horses
- Twentieth Television
- Unilever
- Universal Music Group
- Upstream
- USA Today
- Verizon Wireless
- Versaly Entertainment
- Vibes
- Vidiator
- Vindigo
- Virgin Mobile
- VISA
- Vivendi Universal
- Vivid Entertainment
- Vodafone Ireland
- Vodafone Japan
- Vodafone UK
- Walt Disney Co
- Warner Bros
- WATISIT
- Weather Channel
- Weather Channel Interactive
- Western Wireless
- Xero Mobile
- Yahoo!
- Zamano
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