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Research and Markets: By 2012 The Share for Mobile Media Is Expected
To Have Reached 7.5 Percent, While at the Same Time the Digital
Advertising Market More Than Doubles in Size
(M2 PressWIRE Via Thomson Dialog NewsEdge)
RDATE:30102007
Dublin - Research and Markets
(http://www.researchandmarkets.com/reports/c72769) has announced the
addition of Mobile Advertising and Marketing to their offering
Mobile Advertising and Marketing is an extensive report analysing the
rise of mobile advertising in Europe and North America.
Who will be the real winners in the mobile advertising race? As digital
channels transform advertising, the mobile handset is becoming
increasingly attractive for individualised marketing. This report in
the VAS Research Series gives first-hand insights into the latest
development in advertising and marketing in mobile space.
The strategic research report provides you with 120 pages of unique
business intelligence and expert commentary on which to base your
business decisions.
This report will allow you to:
- Identify tomorrow's most profitable advertising opportunities in the
mobile space.
- Understand the fundamentals of the ad-based mobile media revenue
model.
- Recognise the key barriers restraining the growth of the mobile
advertising market.
- Comprehend the relative importance of digital channels compared to
other advertising media.
- Learn about the early experiences of mobile marketing campaigns by
top global brands.
- Discover future winners among mobile advertising start-ups.
This report answers the following questions:
What changes in the mobile industry and end-user behaviour are required
before mobile advertising can become a multi-billion euro market?
How are Google, Microsoft, Nokia and Yahoo positioning themselves to
become leading mobile advertising networks?
Who are the remaining independent mobile advertising providers and
aggregators following the recent merger and acquisition spree?
How are the traditional players in the advertising industry approaching
the mobile channel?
What are the initial experiences from mobile marketing campaigns?
Which advertising formats will become most successful in the mobile
environment?
How is the ad-based revenue model going to impact mobile search,
location-based services and social networking communities?
What long-term effects will the rise of mobile advertising have on the
telecom industry?
Who should buy this Report? Mobile Advertising and Marketing is the
foremost source of information about the status, future trends and
technology developments on this market. Whether you are a telecom
vendor, telecom operator, investor, consultant or application
developer, you will gain valuable insights from our in-depth research.
Content Outline:
Summary
Executive summary
1 Advertising and digital media
2 Key industry players
3 Messaging and mobile marketing
4 Mobile web advertising
5 Location based services and mobile marketing
6 Ad-funded mobile services
7 Industry analysis and conclusions
Glossary
Index
List of Figures
Over time marketing and advertisement activities transform as new
digital media streams emerge. The first major digital transition took
place when advertisement extended from broadcast media such as
television and cinema, also called the first screen, to the PC
Internet, referred to as the second screen. In the last couple of years
we have seen an expanding transition into the third screen represented
by the mobile handset. What distinguishes this new channel from digital
predecessors is the ability to influence consumers at the very moment
they are ready to take action, thus closing in on the last mile of
transaction.
Brands and marketing agencies play a key role in the nascent mobile
marketing ecosystem. Their decisions on the distribution of
advertisement spending ultimately decide the total monetary value of
mobile marketing. Global advertisement expenditure in 2006 was
approximately EUR 303 billion (US$ 435 billion) and global Internet
advertisement expenditure reached EUR 18 billion in 2006. The
year-on-year growth rate was reported to be 26 percent in H1-2007.
Online media consumptions today accounts for 21 percent of overall
media consumption, hence it is not difficult to realize why Internet
advertisement is the fastest growing advertisement media.
In the last 12 months there has been an increase in the momentum around
mobile advertisement. As the market is starting to move mobile
operators are now partnering with mobile advertisement and content
stakeholders to build competitive new business models. An important
note is also that free content has never wiped out paid-for content in
any other media channel and the most probable scenario will probably be
a mixture of the two business models in the mobile channel.
SMS is currently the most widely used messaging vehicle for mobile
marketing. Overall the worldwide SMS traffic increased with
approximately 50 percent to more than 620 billion messages in the first
quarter of 2007. However, only a small fraction of messages consists of
commercial messaging. Another emerging marketing channel within mobile
is the mobile Internet. Historically advertisement has played a
critical role in driving the mainstream adoption of PC based Internet
services. The service areas that are beginning to take off on the
mobile Internet are very similar to the online world and consist of
search, communities and web mail services. In addition, more and more
mobile operators all over the world have in the past several years
introduced location-based services in their service portfolio. The
author believes that the ability to target consumers based on their
position will have a significant effect on the way that companies
advertise, not just in the mobile medium but it will also impact on
their entire advertising strategies and channels. The technologies are
already here to enable the offering of such services.
The shift of advertisement expenditure into new digital channels is a
very complex process where traditional thinking clash with new,
innovative and unexplored advertisement and marketing territory. The
mobile marketing ecosystem is very multifarious and far from being
mature. Since the mobile advertisement channel is still fairly new
there are a number of new ventures entering the market space. The
supply side is consolidating with major corporations positioning
themselves to take substantial market shares on this emerging
marketplace. Still there are formidable barriers - primarily the lack
of popular mobile media channels - that threaten to divert marketing
expenditure to substitute digital channels.
The author estimates that mobile channels will account for 0.8 percent
of the total digital advertising expenditure worldwide in 2007. By 2012
the share for mobile media is expected to have reached 7.5 percent,
while at the same time the digital advertising market more than doubles
in size. In monetary terms, the value of all mobile channels combined
is forecasted to grow with a compound annual growth rate of 79.8
percent from EUR 192 million in 2007 to EUR3,606 million by 2012.
Companies Mentioned:
- Aegis Group - aQuantive - Carlson - Google - Havas - Interpublic
Group - MDC Partners - Microsoft - Omnicom Group - Publicis Group -
Sapient Corporation - WPP Group - Yahoo
For more information visit
http://www.researchandmarkets.com/reports/c72769
CONTACT: Laura Wood, Senior Manager, Research and Markets
Fax: +353 1 4100 980
e-mail: press@researchandmarkets.com
((M2 Communications Ltd disclaims all liability for information
provided within M2 PressWIRE. Data supplied by named party/parties.
Further information on M2 PressWIRE can be obtained at
http://www.presswire.net on the world wide web. Inquiries to
info@m2.com)).
Copyright 2007 M2 Communications Ltd.
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