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Mobile Advertising: Delivery Channels, Strategies & Forecasts 2008-2013

Published Date: April 2008
Published By: Juniper Research Limited
Page Count: 167
Order Code: R399-213
 
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Executive Summary
Introduction
Mobile Advertising Channels
Market Drivers and Constraints
The Market for Mobile Advertising
1. The Opportunity for Mobile Advertising
1.1 Introduction
1.2 Types of Advertising
1.3 Mobile Advertising Channels
1.3.1 SMS Advertising
i. Types of Messaging Services
a. Mobile-Originated SMS
b. Mobile-Terminated SMS
ii. SMS Advertising Campaigns
a. Flytxt: SMS Pioneer
iii. The Development of SMS-Based Campaigns: Limbo, Clinton and Obama
1.3.2 Multimedia Messaging Service (MMS) Advertising
i. MMS Services
ii. MMS as an Advertising Channel
a. MMS Response Mechanisms
- Message-Based Responses
- Call-Based Response
- WAP Landing Page Based Response
iii. MMS Campaigns
1.3.3 In-Content Download Advertising
iv. In Game Advertising Campaigns: oneSearch
1.3.4 On-Portal Advertising
i. Banner Advertising
a. Banner Standardisation
ii. Mobile On-Portal Search
Figure 1.1: Basic Search Engine Architecture
1.3.5 Mobile Internet Advertising
1.3.6 Idle Screen Advertising
i. Idle Screen Campaign: Honda
1.3.7 Mobile TV and Video Advertising
i. Mobile TV Advertising Campaigns: MobiTV and Saw III
1.4 Cost Models
1.5 The Demand for Mobile Advertising
2. Drivers and Constraints
2.1 Key Drivers of Mobile Advertising Services
2.1.1Personal
2.1.2 Increasing Mobile and 3G Penetration
2.1.3 Improvements in Handsets
2.1.4 Opt-In
2.1.5 Frequency Capping
2.1.6 Advanced Targeting
2.1.7 Response Rates
2.1.8 Instant Measurement
2.1.9 Value for Money
2.1.10 The Walls Are Coming Down
2.1.11 The Growth of Mobile Social Networking and Web 2.0
Table 2.1 Web 1.0 vs. Web 2.0, Services and Products
2.1.12 Incremental Associated Revenues
2.2 Constraints on Mobile Advertising Growth
2.2.1 Privacy
2.2.2 The User Interface
2.2.3 Handset Limitations
2.2.4 Cost of Data Services
Table 2.2: UK Operator Data Prices ($), March 2008
2.2.5 Reach
2.2.6 Need for Converged, Planned Campaigns
2.2.7 Relevance
2.2.8 Lack of Inventory
2.2.9 Reduction in Perceived Value of Content
2.2.10 Advertising Overload
2.2.11 Spam
3. Regulation
3.1 National Regulation
3.1.1 National Legislation Pertaining to Mobile Services, Mobile Advertising
i. PhonepayPlus
3.2 Pan-European Legislation
3.2.1 Directive 95/46/EC: Processing Personal Data and the Protection of Privacy
3.2.2 The E-Commerce Sector Data Protection Directive (2002/58/EC)
3.2.3 The Data Retention Directive (2006/24/EC)
3.2.4 The Distance Selling Directive (97/7/EC)
3.2.5 The E-Money Directive
3.2.6 National Implementation of EU Directives
3.3 Mobile Content Self-Regulation
3.3.1 The UK
3.3.2 The US
3.3.3 South Africa
3.4 Advertising Self-Regulation
3.4.1 North America
i. Advertising Standards Canada
3.4.2 Western Europe
i. Advertising Standards Authority (the UK)
3.4.3 Eastern Europe
i. Romanian Advertising Council
3.4.4 Indian Sub Continent
i. Advertising Standards Council of India (ASCI)
3.4.5 Rest of Asia-Pacific
i. Advertising Standards Bureau (Australia)
3.4.6 Middle East and Africa
i. Advertising Standards Authority (ASA) of South Africa
3.4.7 International
i. European Advertising Standards Alliance (EASA)
3.4.8 Mobile Advertising Self-Regulation
i. Mobile Marketing Association (MMA)
4. The Mobile Advertising Value Web
Figure 4.1: Mobile Advertising Value Web
4.1 Brands
Table 4.1: Selected Major Brands, In-Content and Display Advertising Placements, 2007
4.2 Mobile Advertising Agencies, Campaign Management
4.2.1 4th Screen Advertising
Figure 4.2: MPression Screen Shot
4.2.2 Buongiorno Marketing Services
4.2.3 Nokia Ad Business
4.3 The Search Engines
4.3.1 Google
Table 4.2: Google Revenue and Net Income ($m) Growth 2002-2007
i. Technology & Products
ii. Google Mobile
Figure 4.3: Google Mobile Search Initial Screen
iii. Google AdSense
iv. Android
4.3.2 Yahoo!
Table 4.3: Yahoo! Revenue and Net Income Growth ($m), 2002-2007
i. Yahoo! Mobile
4.3.3 JumpTap
4.3.4 minfo
4.4 Mobile Advertising Networks
4.4.1 Ad Infuse
4.4.2 AdMob
Figure 4.4: Share of AdMob Ad Requests by Geography, January 2008 (2.5 bn Impressions)
4.4.3 Fluc
4.4.4 Greystripe
4.4.5 IMImobile
Figure 4.5: DaVinci system Architecture
Figure 4.6: Ad-Ring Architecture
4.4.6 Mobile Content Networks (MCN)
4.4.7 MobVision
4.4.8 Quattro Wireless
Figure 4.7: Quattro Wireless GetMobile Platform Architecture
4.4.9 Third Screen Media
4.5 Application Providers
4.5.1 Action Engine
4.5.2 AditOn
Figure 4.8: AditOn Solution
4.5.3 Amobee
4.5.4 Bango
4.5.5 Celltick
4.5.6 Flytxt Neon
4.5.7 GoldSpot Media
4.5.8 innerActive Smart Media
Figure 4.8: In Game Advertising Using innerActive Solution
Figure 4.9: Instant Messaging Product Placement using innerActive Solution
4.5.9 mobile-worx
4.5.10 Mobixell
4.5.11 Rhythm New Media
4.5.12 Smaato
4.5.13 Wapple
4.6 MVNOs
4.6.1 Blyk
4.6.2 Virgin Mobile
4.7 Network Operators
4.7.1 Vodafone
4.4.2 3 UK
4.7.3 Telefónica O2 Europe
5. The Market for Mobile Advertising
5.1 Forecast Definitions and Methodology
5.1.1 Forecast Definitions
5.1.2 Forecast Methodology
Figure 5.1: Forecast Methodology
5.2 Growth of the Cellular Market
5.2.1 Global Cellular Subscriber Market Forecasts
Figure 5.2: Cellular Subscriber Growth (m) by Region, 2006-2013
Table 5.1: Cellular Subscriber Growth (m) by Region, 2006-2013
5.3 Regional Mobile Advertising Forecasts
Figure 5.3: Total Mobile Adspend ($m), by Region, 2008-2013
Table 5.2: Total Mobile Adspend ($m), by Region, 2008-2013
5.4 Mobile Advertising Forecasts by Channel
Figure 5.4: Total Mobile Adspend ($m), by Channel, 2008-2013
Table 5.3: Total Adspend ($m), by Channel, 2008-2013
6. SMS Advertising Forecasts
6.1 Recipients of SMS Advertising
Table 6.1: Proportion of Subscribers (%) who Receive SMS Advertising, by Region, 2008- 2013
Figure 6.1: Number of Subscribers (%) who Receive SMS Advertising, by Region, 2008- 2013
Table 6.2: Number of Subscribers (%) who Receive SMS Advertising, by Region, 2008- 2013
6.2 SMS Advertising Responses
Table 6.3: Proportion of Mobile Subscribers (%) Receiving SMS Advertising who Respond, by Region, 2008-2013
Figure 6.2: Number of Mobile Subscribers (%) Receiving SMS Advertising who Respond, by Region, 2008-2013
Table 6.4: Number of Mobile Subscribers (m) Receiving SMS Advertising who Respond, by Region, 2008-2013
Figure 6.3: Average Number of User Responses per Year to SMS Advertising, by Region, 2008-2013
Table 6.5: Average Number of User Responses per Year to SMS Advertising, by Region, 2008-2013
Figure 6.4: Total Number of User Responses per Year (m) to SMS Advertising, by Region, 2008-2013
Table 6.6: Total Number of User Responses (m) per Year to SMS Advertising, by Region, 2008-2013
6.3 SMS Advertising Revenues
Table 6.7: Average SMS Advertising Cost per Click-through Rates, by Region, 2008-2013
Figure 6.5: Total Advertising Expenditure ($m) on SMS Advertising, by Region, 2008-2013
Table 6.8: Total Advertising Expenditure ($m) on SMS Advertising, by Region, 2008-2013
7. MMS Advertising Forecasts
7.1 Recipients of MMS Advertising
Table 7.1: Proportion (%) of Mobile Handsets Able to Receive MMS Advertising, by Region, 2008-2013
Table 7.2: Proportion (%) of 2.5G/3G Subscribers who Receive MMS Advertising, by Region, 2008-2013
Figure 7.1: Number of Subscribers (m) who Receive MMS Advertising, by Region, 2008- 2013
Table 7.3: Number of Subscribers (m) who Receive MMS Advertising, by Region, 2008- 2013
7.2 MMS Advertising Responses
Table 7.4: Proportion (%) of Mobile Subscribers Receiving MMS Advertising who Respond, by Region, 2008-2013
Figure 7.2: Number of Mobile Subscribers (m) Receiving MMS Advertising who Respond, by Region, 2008-2013
Table 7.5: Number of Mobile Subscribers (m) Receiving MMS Advertising who Respond, by Region, 2008-2013
Figure 7.3: Average Number of User Responses per Year to MMS Advertising, by Region, 2008-2013
Table 7.6: Average Number of User Responses per Year to MMS Advertising, by Region, 2008-2013
Figure 7.4: Total Number of User Responses per Year (m) to MMS Advertising, by Region, 2008-2013
Table 7.7: Total Number of User Responses per Year (m) to MMS Advertising, by Region, 2008-2013
7.3 MMS Advertising Revenues
Table 7.8: Average MMS Advertising Cost-Per-Click-through Rates, by Region, 2008-2013
Figure 7.5: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013
Table 7.9: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013
8. In-Content Download Advertising Forecasts
8.1 Recipients of In-Content Download Advertising
Table 8.1: Proportion (%) of Users who Receive In-Content Download Advertising, by Region, 2008-2013
Figure 8.1: Number of Subscribers (m) who Receive In-Content Download Advertising, by Region, 2008-2013
Table 8.2: Number of Subscribers (m) who Receive In-Content Download Advertising, by Region, 2008-2013
8.2 In-Content Advertising Download Responses
Figure 8.2: Average Number of Downloads per User per Year of Mobile Content Containing Advertising, by Region, 2008-2013
Table 8.3: Average Number of Downloads per User per Year of Mobile Content Containing Advertising, by Region, 2008-2013
Figure 8.3: Annual Number of Mobile Content Downloads (m) Containing Advertising, by Region, 2008-2013
Table 8.4: Annual Number of Mobile Content Downloads (m) Containing Advertising, by Region, 2008-2013
Table 8.5: Response Rates (%) to In-Content Download Advertising, by Region, 2008-2013
Figure 8.4: Total Number of Responses (m) to In-Content Download Advertising, by Region, 2008-2013
Table 8.6: Total Number of Responses (m) to In-Content Download Advertising, by Region, 2008-2013
8.3 In-Content Download Advertising Revenues
Table 8.7: Average In-Content Download Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013
Figure 8.5: Total Advertising Expenditure ($m) on In-Content Download Advertising, by Region, 2008-2013
Table 8.8: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013
9. On-Portal Advertising Forecasts
9.1 Recipients of On-Portal Advertising
Table 9.1: Proportion (%) of Mobile Handsets Able to Receive On-Portal Advertising, by Region, 2008-2013
Figure 9.1: Number of Subscribers (m) who View On-Portal Advertising, by Region, 2008- 2013 (%)
Table 9.2: Number of Subscribers (m) who View On-Portal Advertising, by Region, 2008- 2013 (%)
9.2 On-Portal Advertising Responses
Table 9.3: Proportion (%) of Mobile Subscribers Viewing On-Portal Advertising who Respond, by Region, 2008-2013
Figure 9.2: Number of Mobile Subscribers (m) Viewing On-Portal Advertising who Respond, by Region, 2008-2013
Table 9.4: Number of Mobile Subscribers (m) Viewing On-Portal Advertising who Respond, by Region, 2008-2013
Figure 9.3: Average Number of User Responses per Year to On-Portal Advertising, by Region, 2008-2013
Table 9.5: Average Number of User Responses per Year to On-Portal Advertising, by Region, 2008-2013
Figure 9.4: Total Number of User Responses per Year (m) to On-Portal Advertising, by Region, 2008-2013
Table 9.6: Total Number of User Responses per Year (m) to On-Portal Advertising, by Region, 2008-2013
9.3 On-Portal Advertising Revenues
Table 9.7: Average On-Portal Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013
Figure 9.5: Total Advertising Expenditure ($m) on On-Portal Advertising, by Region, 2008- 2013
Table 9.8: Total Advertising Expenditure ($m) on On-Portal Advertising, by Region, 2008- 2013
10. Mobile Internet Advertising Forecasts
10.1 Recipients of Mobile Internet Advertising
Table 10.1: Proportion (%) of Subscribers who Browse the Mobile Internet, by Region, 2008-2013
Figure 10.1: Number of Subscribers (m) who Browse the Mobile Internet, by Region, 2008-2013
Table 10.2: Number of Subscribers (m) who Browse the Mobile Internet, by Region, 2008- 2013
10.2 Mobile Internet Advertising Responses
Table 10.3: Proportion (%) of Mobile Internet Users who Respond to Mobile Advertising, by Region, 2008-2013
Figure 10.2: Number of Mobile Internet Users (m) who Respond to Mobile Advertising, by Region, 2008-2013
Table 10.4: Number of Mobile Internet Users (m) who Respond to Mobile Advertising, by Region, 2008-2013
Figure 10.3: Average Number of User Responses per Year to Mobile Internet Advertising, by Region, 2008-2013
Table 10.5: Average Number of User Responses per Year to Mobile Internet Advertising, by Region, 2008-2013
Figure 10.4: Total Number of User Responses per Year (m) to Mobile Internet Advertising, by Region, 2008-2013
Table 10.6: Total Number of User Responses per Year (m) to Mobile Internet Advertising, by Region, 2008-2013
10.3 Mobile Internet Advertising Revenues
Table 10.7: Average Mobile Internet Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013
Figure 10.5: Total Advertising Expenditure ($m) on Mobile Internet Advertising, by Region, 2008-2013
Table 10.8: Total Advertising Expenditure ($m) on Mobile Internet Advertising, by Region, 2008-2013
11. Idle Screen Advertising Forecasts
11.1 Recipients of Idle-Screen Advertising
Table 11.1: Proportion (%) of Subscribers who Receive Idle Screen Advertising, by Region, 2008-2013
Figure 11.1: Number of Subscribers (m) who Receive Idle-Screen Advertising, by Region, 2008-2013
Table 11.2: Number of Subscribers (m) who Receive Idle Screen Advertising, by Region, 2008-2013
11.2 Idle Screen Advertising Responses
Table 11.3: Proportion of Mobile Subscribers (%) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013
Figure 11.2: Number of Mobile Subscribers (m) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013
Table 11.4: Number of Mobile Subscribers (m) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013
Figure 11.3: Average Number of User Responses per Year to Idle Screen Advertising, by Region, 2008-2013
Table 11.5: Average Number of User Responses per Year to Idle Screen Advertising, by Region, 2008-2013
Figure 11.4: Total Number of User Responses per Year (m) to Idle Screen Advertising, by Region, 2008-2013
Table 11.6: Total Number of User Responses per Year (m) to Idle Screen Advertising, by Region, 2008-2013
11.3 Idle Screen Advertising Revenues
Table 11.7: Average Idle Screen Advertising Cost-Per-Click-through Rates ($), by Region, 2008-2013
Figure 11.5: Total Advertising Expenditure ($m) on Idle Screen Advertising, by Region, 2008-2013
Table 11.8: Total Advertising Expenditure ($m) on Idle Screen Advertising, by Region, 2008-2013
12. Mobile TV Advertising Forecasts
12.1 Broadcast Mobile TV Advertising Forecasts
Figure 12.1: Number of Mobile Broadcast TV Subscribers, by Region, 2008-2013
Table 12.1: Number of Mobile Broadcast TV Subscribers (m), by Region, 2008-2013
Table 12.2: Adspend ($) per Mobile Broadcast TV Subscriber per Year
Figure 12.2: Total Advertising Expenditure ($m) on Mobile Broadcast TV, by Region, 2008- 2013
Table 12.3: Total Advertising Expenditure ($m) on Mobile Broadcast TV, by Region, 2008- 2013
12.2 Streamed Mobile TV Advertising Forecasts
Figure 12.3: Number of Mobile Streamed TV Subscribers (m), by Region, 2008-2013
Table 12.4: Number of Mobile Streamed TV Subscribers (m), by Region, 2008-2013
Table 12.5: Adspend ($) per Mobile Streamed TV Subscriber per Year
Figure 12.4: Total Advertising Expenditure ($m) on Mobile Streamed TV, by Region, 2008- 2013
Table 12.6: Total Advertising Expenditure ($m) on Mobile Streamed TV, by Region, 2008- 2013
12.3 Total Mobile TV Advertising Forecasts
Figure 12.5: Total Advertising Expenditure ($m) on Mobile TV, by Region, 2008-2013
Table 12.7: Total Advertising Expenditure ($m) on Mobile TV, by Region, 2008-2013
13. Recommendations
13.1 Recommendations for Brand Managers and Agencies
13.2 Recommendations for Operators
13.3 Recommendations for Publishers and Developers
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