DUBLIN – Research and Markets has announced the addition of Frost & Sullivan’s new report “U.S. Mobile Advertising and Search Market” to their offering.
The U.S. mobile penetration levels are at the 90 percent mark. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. Penetration of next-generation mobile handheld devices such as Smartphones and tablet PCs have opened up newer possibilities in mobile advertising. Adoption of mobile advertising by the nation’s largest mobile operators and innovative MVNOs as well as entry of the online advertising leaders is a testament to the perceived potential of the market opportunity.
This Frost & Sullivan research service titled U.S. Mobile Advertising and Search Markets provides market trends, forecasts, and predictions for 2010 and beyond. The study also provides value chain and revenue share analyses. In this research, Frost & Sullivan’s expert analysts thoroughly examine the following: smartphone and feature phone applications, next-generation devices, mobile advertising, mobile marketing, mobile banking, and mobile payments.
Market Overview
Next-generation Connected Mobile Devices with Rich Media Advertising Capabilities Stoke Growth in Mobile Advertising
Increasing penetration of advanced mobile devices is perhaps the biggest driver for mobile advertising, helping the industry on two important fronts. Firstly, greater uptake of mobile data services – including the mobile Web, mobile applications, mobile video, and others – opens up new forms of inventory on a per user basis and from an overall growth perspective. Secondly, and perhaps equally important, is the ability of these next-generation devices to support new technologies and user experience paradigms that helps in delivering an improved, interactive mobile advertising experience such as rich media advertising, HTML 5.0, location-based services, and others. In-application mobile advertising has emerged as a strong contender in the mobile advertising markets – mainly driven by smartphone in-application opportunity, notes the analyst of this research service. Apple’s App Store and Google’s Android market have already demonstrated the viability of smartphone in-application mobile advertising. The smartphone environment creates a superior mobile advertising experience that encompasses rich media support, location awareness, m-commerce capabilities, and others. Leading advertising platform vendors offer mobile advertising across multiple channels, with mobile Internet and in-application advertising emerging as the most common among holders of multiple types of inventory.
The ability to embed Web views within applications unleashes several innovative possibilities for rich media advertising in mobile applications. Within applications, advertising solution providers can also leverage on additional functionality/information such as location, accelerometer, and others that are exposed by the operating system software development kit (SDK). The strong performance of in-application advertising can be attributed to the high-quality experience it delivers when compared to that of a browser. Emergence of application analytics to measure the advertising and application performance helps advertisers and application developers improve the performance of their consumer offerings and optimizes the advertising and application performance. A large majority of applications are available free of cost to the end user and this has significantly generated newer types of advertising inventory in the U.S. mobile advertising markets.
The biggest challenge is to educate the brands and advertising about the possibilities in mobile advertising. Managing the expectation of the key stakeholders is also important to ensure sustainable growth. Prolific growth in the mobile data ecosystem, along with multiple specialized industry participants targeting different advertising services, has made it difficult to have standardized frameworks for mobile advertising. Specialized industry participants have been the early innovators in this space; however, this has also resulted in disparate processes and approaches to mobile advertising leading to greater demand for working together with the existing platforms to enable a unified, consistent advertising workflow. The online advertising industry benefitted significantly due to the third-party ad serving technologies and greater automation for campaign management, says the analyst. For example, industry solution providers are already integrating with the dominant online ad campaign planning and delivery platforms to incorporate a mobile advertising element. Additionally, all major mobile advertising networks work collaboratively to deliver the best advertising experience to advertisers and agencies as well as publishers and mobile operators.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
Prepaid and postpaid mobile
SMS and MMS
Mobile Internet
Forecasts
iPhone, Android, Windows Mobile, Palm, and Symbian
Technologies
The following technologies are covered in this research:
Smartphone and feature phone applications
Next-generation devices
Mobile advertising and mobile marketing
Mobile banking and mobile payments
Key Topics Covered:
1. Introduction
2. Market Trends and Strategic Evaluation and Analysis
3. Total U.S. Mobile Advertising and Search Market
4. Messaging-based Mobile Advertising Market
5. Mobile Internet-based Display Advertising Market
6. Mobile Video Advertising Market
7. In-application Mobile Advertising Market
8. Mobile Search and Other Performance-based Mobile Advertising Market
9. Impact of Next-generation Connected Tablets on Mobile Advertising
10. Key Industry Participants
For more information visit http://www.researchandmarkets.com/research/9a03fc/u_s_mobile_advert
