Product Type: Market Research Report
Published by: Yankee Group
Published: August 2007
Product Code: R388-2484Description The outlook for mobile ad enablers has never been brighter. Thanks to a mixture of optimism and uncertainty
over the future success of mobile advertising, mobile ad enablers have a unique window of time to capitalize on
this market opportunity. The recent acquisitions of mobile ad enablers ScreenTonic and Third Screen Media by
Microsoft and AOL, respectively, have added to the frenzy and interest. We are entering a period of
speculation on the mobile ad opportunity. The following questions help fuel the speculation and uncertainty—
all further benefiting mobile ad enablers:
- Will service providers be able to capitalize on mobile advertising—by either leveraging their customer
profile and behavioral data to garner a portion of mobile ad dollars, or continuing to engage
customers on their branded content portals?
- Will the web companies ultimately dominate mobile advertising as they currently dominate advertising
over the internet?
- Will other web companies step forward as Microsoft and AOL have to cherry-pick other mobile ad
enablers?
- What are the opportunities for other categories of technology companies such as network equipment
providers, device manufacturers and large IT software companies? How, if at all, will these companies
benefit from mobile advertising?
This Yankee Group Report, the second in our two-part series on mobile ad enablement, analyzes market
opportunities for companies that seek to offer mobile ad enablement technologies and services (see Exhibit 1).
We first discuss some of the unique mobile market conditions that have created this burgeoning mobile ad
ecosystem. We provide a taxonomy of the technologies and services involved in mobile advertising. We then
discuss the different mobile channels and strategies the mobile ad enablers are pursuing—tying our analysis
back to sales, acquisition and unique market opportunities for these mobile ad enablers.Table of Contents - I. Introduction
- II. Absence of Standards Creates Mobile Gated Community and Mobile Ad Vendor Opportunity
- Different Flavors of Mobile Marketing and Advertising Campaigns
- Mobile Ad Enablement Taxonomy
- Channel Specialization Within Mobile Ad Enablement
- Enabler Opportunities Within the Mobile Advertising Value Chain
- III. Conclusions and Recommendations
- Recommendations for Vendors
- Recommendations for Web Companies
- Recommendations for Mobile Service Providers
- IV. Further Reading
|
|
