Product Type: Market Research Report
Published by: Informa Media and Telecom
Published: September 2006
Product Code: R443-196Description Mobile Adverting Services report identifies the key components that are beginning to contribute towards making mobile advertising a reality.
The report discusses the changing shape and roles of traditional advertising media's such as the rise in online advertising.
Mobile Advertising Services management report analyses the mobile content services that will attract the advertisers, emerging business models, ranging from cross media SMS campaigns to on portal advertising listings, and the technology provision.
Key areas discussed include:
- Mobile advertising campaigns by delivery type/technique
- The value of useful operator subscriber data
- Case studies of mobile advertising campaigns
- Changing regulatory initiatives in Europe, and the impact on mobile advertising
- On-line advertising business models and potential mobile advertising business models
- Global mobile advertising forecasts 2006-2011.
Essential reading for:
- Media brands, advertising agencies and content providers - Discover the opportunities that are available in mobile advertising sector, identify the revenue growth opportunities, business models
- Technology providers - Analyse the technology provisions and the changing roles of traditional advertising media. Global and location based brands and advertisers - Learn about the regional differences
- Mobile Operator - Gain insight into the market trends and how it is likely to change over the next 5 years
- Content and search aggregators - Find out where the prospective revenues are in the sector.
Please Note: Informa requires that clients sign a confidentiality agreement prior to fulfillment of PDF email delivery for all PDF orders.Table of Contents C H A P T E R 1
E X E C U T I V E S U M M A R Y
Trends
Opportunities in advertising
Figure 1.1: Global mobile advertising
spend
Measurement and data mining
Figure 1.2: Total mobile subscribers
2006-2011
Regulation
Pricing and consumer acceptance
Figure 1.3: Perceived willingness of consumers
to accept advertising in exchange for reduced
content costs
C H A P T E R 2
M O B I L E A D V E R T I S I N G T E C H N I Q U E S
The emergence of a new media culture
Figure 2.1: Comparing the Internet and
mobile platforms for advertising
Defining marketing and advertising
Types of advertising
Figure 2.2: Description of advertising types
Figure 2.3: Advertising technique features
Optimisation of content
Figure 2.4: Appropriateness of mobile content
services to carry advertising
Identifying the potential areas for advertisers
within the mobile channel
Figure 2.5: Advertising inventories on and
within the mobile channel
Figure 2.6: Advertising routes to market via
the mobile channel
Advertising in the engagement point
channel
Operator portal
Idle screen
Mobile search
Advertising within the consumption
channels
Mobile games
Figure 2.7: Advertising techniques most
applicable to mobile games
Advertising funded
Advergaming
On-portal placement
In-game advertising
Figure 2.8: How likely are mobile games to
attract advertising
User-generated community sites
Figure 2.9: Advertising techniques applicable
to user-generated content
Figure 2.10: How likely are user-generated
community sites to attract advertising?
Viral advertising
Mobile TV and video
Figure 2.11: Advertising techniques most
applicable to mobile TV and video
Figure 2.12: How willing do you think
consumers will be to receive advertising
in exchange for the cheaper mobile
TV content?
Mobile music
Figure 2.13: Advertising techniques appropriate
to mobile music
Advertising for the content type
Adult
Figure 2.14: Top 10 mobile searches on
Orange
Gambling
Sport
Figure 2.15: Advertising opportunities available
with sports content
News
C H A P T E R 3
M O B I L E A D V E R T I S I N G V A L U E
C H A I N
The mobile advertising value chain:
establishing the links
Figure 3.1: Value chain participants
Reaching consumers
Figure 3.2 Value chain participants’ involvement
in channel-to-market process
Methods of measuring advertising
campaigns
The value of data
C H A P T E R 4
S T R A T E G I E S A N D B U S I N E S S
M O D E L S
Barriers and opportunities to creating
effective strategies
Figure 4.1: Importance of user control in
mobile advertising campaigns
Portal placement advertising
Direct portal placement
Figure 4.2: Portal placement strategy
3 UK.
NTT DoCoMo
Figure 4.3: i-mode i-appli search section offers
search advertising space
Outsourced portal placement
Figure 4.4: Outsourced portal placement
strategy
Orange
ScreenTonic
Bharti Airtel
Off-portal D2C advertising
Pitch
AdMob
Telefonica Moviles
Campaign types
SMS/MMS cross-media campaigns
Vouchers and coupon campaigns
Orange
Vodafone
Figure 4.5: Vodafone 2004 summer of live!
content campaign
Figure 4.6: Vodafone TBA gigs campaign
Sprint Nextel
Walkers Crisps campaign
MMS campaigns
Combined premium SMS/TAG/WAP campaigns
T-Mobile Austria
Figure 4.7: T-Mobile PSMS Tag campaigns
Abaxia
Hypertag
WAP-based campaigns
The Travel Channel
Mobile Commerce
Advertising within mobile search
M-spatial
Google
Figure 4.8: T-Mobile Google branded portal
search advertisement
Yahoo!
Microsoft
InfoSpace
SMS-based search
Figure 4.9: 4INFO World Cup SMS Mobile
Search Service
Voice-based search
Advertising-funded content and
sponsorship
Companies providing advertising-funded content
Amobee Media Systems
Action Engine
Figure 4.10: MSNBC.com mobile application
developed by Action Engine
SK Telecom
Virgin Mobile
Advertiser-funded gaming
Figure 4.11: Mobile games funding models
Advergaming
Figure 4.12: Willingness of consumers to receive
advertising in exchange for cheaper mobile
games content?
Mobile TV
Figure 4.13: Willingness of consumers to accept
advertising in exchange for cheaper mobile
TV content
MobiTV’s Jeep advertisement
Vodafone
Figure 4.14 Vodafone and Peugeot 1007 mobile
campaign
Hewlett Packard sponsorship of MTV communities
show
Celltick
Future strategies
C H A P T E R 5
K E Y I S S U E S
Regulation
Mobile TV advertising: European Television without
Frontiers Directive
Case study: qualitative market research project on
mobile advertising regulation
Figure 5.1: How essential is it for users to be
able to opt in and opt out of receiving mobile
advertising?
Advertising best practice
SMS/MMS
Distinguishing between advertising
and spam
Figure 5.2: Rated importance of advertising techniques
to advertisers in 2006
MMA mobile video advertising guidelines
Figure 5.3: Willingness of consumers to receive
advertising in exchange for cheaper content
Japan
DRM
Figure 5.4: Superdistribution viral-advertising
method.
Mobile TV advertising
Monitoring and measurement
Neilsen Media
M:Metrics
BARB
Pricing
Figure 5.5: Importance of unlimited data plans
for mobile advertising
C H A P T E R 6
T E C H N O L O G Y
Mobile network technologies
Figure 6.1: Technology shares of the global
mobile market at end-2005
Figure 6.2: Top national mobile operators by
subscriptions and digital network technology
1H06
Figure 6.3: Potential advertising oppotunities
in mobile TV and video offerings
Technologies for delivering mobile TV
and video
Figure 6.4: Mobile TV users by technology
platform
GPRS/EDGE/3G
Advertising example: Sprint, Fox and Toyota:
sponsorship and in product placement in
dedicated channel
Digital Audio Broadcasting (DAB)
Advertising example: Virgin Mobile and
BT Movio
Mobile messaging technologies
SMS, premium SMS and voice SMS
Figure: 6.5: Consumer level of interaction with
mobile advertising campaigns
Beyond the traditional SMS campaign
MMS/premium MMS and voice MMS
Figure 6.6: SMS and MMS traffic,
2004-2005 (million messages)
Mobile Java and BREW
Figure 6.7: Worldwide regional totals: Java
and BREW handsets, 2006-2011
Figure 6.8: Worldwide mobile handset sales
by technology
Figure 6.9: Worldwide handsets features
roadmap 2001- 2010
TAG technology
Camera TAG
Abaxia
Figure 6:10: Abaxia mobile camera
TAG technology
Nextcode
Bluetooth and infra-red
WAP browser technology
Figure 6.11: WAP campaign types
Figure 6.12: WAP banner advertisement
technical specifications
Click-through capabilities of WAP-based
advertising
Case studies
Figure 6.13: Click-through technical
specifications for WAP-based advertising
campaigns
Figure 6.13: Click-through technical
specifications for WAP-based advertising
campaigns
i-mode
Figure 6.14: i-mode subscribers in Europe and
Asia-Pacific (million)
A P P E N D I X
2 Q 0 6 I N D U S T R Y S U R V E Y
R E S U L T S
Introduction
Figure A1: What is your company’s primary
role?
Figure A2: Liklehood of mobile content
services to attract advertising?
Figure A3: The proportion of global mobile
entertainment revenues expected to be
generated from mobile advertising in 2006
and 2011?
Figure A4: Rated importance of mobile
advertising techniques in 2006
Figure A5: Rated importance of mobile
advertising techniques in 2011
Figure A6: Willingness of consumers to accept
advertising in exchange for cheaper content
Figure A7: Rated importance of user control
over mobile advertising
Figure A8: Rated importance of user control
over mobile advertising
Figure A9: Mobile advertising as a revenue
generator for mobile in 2006
Figure A10: Mobile advertising as a revenue
generator for mobile in 2011
Figure A11: Importance of unlimited data
plans
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