Mobile Advertising Revisited (Part 2): Industry Report

Mobile Advertising Revisited (Part 2)

Product Type: Market Research Report
Published by: Generator Research Limited
Published: May 2007
Product Code: R625-290

Description

This report presents the results of a survey of active mobile users in the U.S. and the UK which was conducted in April 2007 specifically to understand the relative acceptability of 10 different types of mobile advertising, and a number of related issues. The survey revealed dramatic differences between the various types of mobile advertising.

Key Topics:

10 Types of Mobile Ad Analysed
Opt-in vs. Opt-out
Success Criteria: Figure of Merit
Overall Receptiveness to Mobile Ads
In-depth Analysis
Respondent Profile & Methodology

Please Note: This report is sold as GSL

Table of Contents

EXECUTIVE SUMMARY
INTRODUCTION
BACKGROUND
METHODOLOGY
SCENARIO DESCRIPTIONS
IDLE SCREEN: DISPLAY ADS (SITUATION 1, Q2): Context; Scenario Description
TEXT MESSAGES: EMBEDDED TEXT ADS (SITUATION 2, Q3): Context; Scenario Description
TEXT MESSAGES: EMBEDDED VIDEO CLIPS (SITUATION 3, Q4): Context; Scenario Description
AD-FUNDED CONTENT: MUSIC SERVICE (SITUATION 4, Q5): Context; Scenario Description
AD-FUNDED CONTENT: TV PROGRAMMING (SITUATION 5, Q6): Context; Scenario Description
AD-FUNDED CONTENT: GAME (SITUATION 6, Q7): Context; Scenario Description
LOCATION-BASED DM: TEXT (SITUATION 7, Q8: Context; Scenario Description
SEARCH: TEXT ADS (SITUATION 8, Q9): Context; Scenario Description
VOICE AD ON HOLD (SITUATION 9, Q10): Context; Scenario Description
MOBILE SITES: DISPLAY ADS (SITUATION 10, Q11): Context; Scenario Description
RESPONDENT PROFILE
SURVEY REQUIREMENTS
TARGETING CRITERIA
SCREENING: RATIONAL AND QUESTION
LEVEL OF MOBILE USAGE
DEMOGRAPHICS
ANALYSIS
COMPARATIVE ACCEPTABILITY OF DIFFERENT MOBILE ADS: Approach: Ranking Method & Rationale; Results; Survey Insight
OVERALL RECEPTIVENESS TOWARDS MOBILE ADVERTISING: Approach; Results; Survey Insight
AD-SUPPORTED MOBILE SERVICES: Market Receptiveness; Market Introduction Considerations
SURVEY RESULTS
SURVEY QUESTIONNAIRE

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