NEW YORK – Reportlinker.com announces that a new market research report related to the Wireless industry is available in its catalogue.
Mobile Media Advertising Opportunities: The Market For Advertising
Personal, always on, ubiquitous and connected, mobile has the potential to become a potent advertising medium. However, some factors are slowing down the development of the market. The report provides basic metrics relevant to the take-up of mobile advertising and gives an overview of the players involved in its value chain. The report then provides a recap of recent consolidation and funding in the industry, before providing analysis and forecasts for advertising tied to four mobile content types: TV, VoD, user-generated content and games. It also examines advertising within search and communication services, and provides insight on operators’ strategies.
The report features results of the survey conducted within GroupM’s 25 international agencies on mobile advertising perception from the advertiser’s perspective. Finally, the report studies key players (including Nokia, Microsoft and Google) and the vertical integration strategies of those companies.
Key findings:
* Global mobile media advertising expected to reach €1.77bn in 2012
* With €1.5bn globally in 2012, mobile TV will capture bulk of audiovisual advertising on mobile devices
* Mobile VoD advertising expected to be worth €213m globally; China, Europe and North America provide the biggest opportunities
* Mobile games and music will be used primarily for marketing and promotional campaigns
* Survey of GroupM agencies shows creatives experimenting with multimedia capabilities of phones
* Nokia, Microsoft and Google are investing heavily in what is seen as the next big advertising medium
In this report
* Overview of the mobile advertising value chain
* Recap of recent industry consolidation and funding in mobile advertising
* Analysis and forecasts for mobile TV, VoD, video user-generated content, games and music
* Overview of mobile search and convenience services advertising
* Advertising industry perspective and the results of the survey conducted among 25 of GroupM’s international agencies
* Analysis of the acquisitions and value chains of key players, including Nokia, Google and Microsoft
Introduction
Objectives
Data sources
Territories covered
Forecast methodology
Definitions
Overview of the mobile market and mobile content
Total mobile subscription
Mobile market penetration
Proportion of non-voice service revenues
Contract/prepay split
High speed data services (3G)
Mobile advertising today
Mobile advertising value chain
Content side
Advertising side
Operator
The handset
Audience measurement
Content and advertising: clarifying the opportunities
Trade bodies
Mobile marketing association (MMA)
Internet advertising bureau (IAB)
Mobile entertainment forum (MEF)
Open mobile alliance (OMA)
Industry consolidation
Mergers and acquisitions
Funding
Advertising and mobile content
Text content and display advertisin
Mobile TV
Broadcast TV
Unicast TV
Mobile TV advertising formats
Mobile TV advertising Forecast
Mobile video on demand
Mobile video on demand advertising forecast
Video user-generated content
UGC as a profiling tool
UGC as a marketing tool
UGC advertising forecast
Mobile gaming
Ad-funded games
Games advertising forecast
Further developments
Music
Advertising ties to mobile music
Search and other services
Search services
Branded search
‘White-labelled’ search
Location-based services
Ad-supported voice and messaging services
Idle screen advertising
The advertiser’s perspective
GroupM’s Survey Results
Study results
Usage
Perception
Towards online-mobile integration
Content types
Service types
Key players in mobile advertising
Nokia Legacy expertise: handset manufacturing
OVI
Operating system: Symbian
Legacy expertise: online search and advertising
Operating system: Android
Microsoft
Legacy expertise: PC operating system and productivity software
Operating system: Windows mobile
Yahoo
AOL
List of tables and charts
Overview of the mobile market and mobile content
Mobile subscriptions (000s)
2007 mobile market penetration
2006 monthly ARPUs in key territories (€)
2007 contract/prepaid subscription split in key territories (per cent of total subscriptions)
2007 Proportion of 3G subscribers among mobile users (per cent of total subscriptions)
Mobile advertising value chain representation
Mobile advertising today
Industry consolidation
2007 mergers and acquisitions deals in mobile advertising
2007 funding deals in mobile advertising
Advertising and mobile content
Table of broadcast mobile TV services
Mobile TV market (million users)
Mobile TV market (€m)
Mobile TV advertising revenue forecast (€m)
Mobile TV advertising revenue (€m)
Mobile VoD forecast (€m)
Mobile VoD advertising forecast (€m)
Paid mobile video user generated content market forecast (€m)
Mobile video user generated content advertising market forecast (€m)
Mobile video user generated content advertising market forecast (€m)
Mobile games market (€m)
Mobile games advertising specialists
Mobile games advertising: dynamic and static markets (€m)
Mobile games advertising: dynamic and static markets (€m)
Mobile games advertising: regional breakdown (€m)
Mobile games advertising: regional breakdown (€m)
Search and other services
Mobile search specialists
The advertiser’s perspective
GroupM’s Survey results
Mobile advertising usage (in percent of respondents)
Mobile advertising types used in campaigns
Pricing schemes per advertising type
Mobile advertising perception
Mobile advertising advantages
Mobile advertising drawbacks
Mobile advertising content uses
Key players in mobile advertising
Nokia’s recent acquisitions
Nokia Value chain
Google’s recent acquisitions
Google value chain
Microsoft’s recent acquisitions
Microsoft value chain
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