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U.S. Mobile Advertising and Search Market

Product Type: Market Research Report
Published by: Frost & Sullivan
Published: August 2009
Product Code: R1-7417
Description
The U.S. mobile penetration levels are currently approaching 90 percent. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. The industry is witnessing a considerable increase in the number of specialized companies that focus on enabling mobile advertising. Adoption of mobile advertising by the nation’s largest mobile operators and innovative MVNOs is a testament to the perceived potential of the market opportunity. Smartphone app stores have further provided new opportunities in the U.S. mobile advertising and search markets.
Table of Contents
1 INTRODUCTION


Mobile Advertising and Search


Introduction

Segmentation

Key Market Trends and Conclusions


2 MARKET TRENDS AND STRATEGIC EVALUATION AND ANALYSIS


Key Trends in the U.S. Mobile Advertising and Search Markets


App Stores and Growth of Rich Media

Growth of the Mobile Web

Third Party Ad Networks and Collaboration between Ad Networks and Platforms

White Label Mobile Advertising Solutions for Publishers

Industry Initiatives on Standardization - Ad Formats; Measurements; Opt-in Policies and Others


3 TOTAL U.S. MOBILE ADVERTISING AND SEARCH MARKETS


Market Definitions and Overview


Definitions and Overview


Market Dynamics


Industry Challenges

Market Drivers


Demand Analysis and Market Forecasts


Demand Analysis

Market Forecasts


Competitive Analysis of the U.S. Mobile Advertising and Search Markets


Competitive Analysis


Market Share


Market Share Analysis for the U.S. Mobile Advertising and Search Markets


4 MESSAGING-BASED MOBILE ADVERTISING MARKET


Introduction to Messaging-based Mobile Advertising (and Mobile Marketing) Markets


Introduction


Key Market Trends


Increasing Message Volumes - Driven by Increasing Brand Participation and Subscriber Adoption of Text Messaging

Premium and Standard Rate Messaging

Revenue Shares for Premium Rate Messaging Campaigns

Revenue Shares for Standard Rate Messaging Campaigns

Change in Process for Short Code SMS Campaigns


Market Revenue Forecasts


Revenue Forecasts for Messaging-based Mobile Advertising and Marketing


5 MOBILE INTERNET - BASED DISPLAY ADVERTISING MARKET


Introduction to WAP Display Advertising


Introduction and Overview


Key Market Trends


Rising Inventory; Fill Rates and Tagged Pages

Ads per Page

Advertiser Types and Popular Advertising Destinations

Mobile Internet and Rich Media Advertising

Mobile Advertising and Vertical Ad Networks


Market Revenue Forecasts


Revenue Forecasts for WAP-based Display Advertising


6 MOBILE VIDEO ADVERTISING MARKET


Introduction to Mobile Video Advertising


Introduction


Mobile Video Advertising Pricing


Pricing Model and Key Market Trends


Market Revenue Forecasts


Revenue Forecasts for Mobile Video Advertising


7 IN-APPLICATION MOBILE ADVERTISING MARKET


Introduction to In-application Mobile Advertising


Introduction

Value Chain


Major Market Trends


Emergence of the App Stores and Smartphone Application Opportunity

Campaign Budgets and Ad Pricing

Popular Ad Formats and Innovations

Additional Industry Dynamics


Market Revenue Forecasts


Revenue Forecasts for In-application Mobile Advertising


8 MOBILE SEARCH AND OTHER PERFORMANCE-BASED MOBILE ADVERTISING MARKET


Introduction to Mobile Search and Other Performance-based Mobile Advertising Mechanisms


Introduction


Major Market Trends


Entry of Large Solution Providers into On-deck Search and Advertising

Revenue Models


Market Revenue Forecasts


Revenue Forecasts for Mobile Search and Other Performance-based Advertising


9 KEY INDUSTRY PARTICIPANTS


Service Providers; Mobile Operators and Content Providers


4INFO

AdMob

AdWhirl

Amobee

Buzzcity

ChaCha

Crisp Wireless

GreyStripe

HipCricket

JumpTap

Medio Systems

Millennial Media

MobiTV

Mojiva

Nexage

Quattro Wireless

Rhythm NewMedia

Ringleader Digital

Smaato

Sprint

Tekelec

Vantrix

Velti

Versaly Entertainment

Ordering and More Information
Price and Delivery Options


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