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“The online model is dominating the mobile space today with banner ads and sponsored links rapidly becoming the norm. But advertising and creative agencies are seeking new concepts to engage and interact with consumers in a personalised and contextualised manner. The converged worlds of mobile and advertising represent a phenomenal opportunity, but mobile advertising per se is only at an embryonic stage. ”

The report focuses on the latest developments within mobile advertising. Including: the introduction of ad-funded content on 3 UK; the burgeoning off-portal market and its relationship with the operator portals; the battle for real estate and the emergence of on-device portals; what impact will mobile advertising have on mobile entertainment revenues; which brands “get” mobile advertising. As well as case studies on Coke Cola, Sony Pictures, Peugeot to name but a few.

• Global mobile advertising forecasts 2007-2012
• The need for viable, standardised metrics
• Case studies of mobile advertising campaigns
• Understanding and incorporating regulation to ensure maximum impact of mobile advertising
• Who are the mobile consumers

• Media brands, advertising agencies and content providers - Discover the opportunities that are available in mobile advertising sector, identify the revenue growth opportunities, business models
• Technology providers - Analyse the technology provisions and the changing roles of traditional advertising media
• Global and location based brands and advertisers - Learn about the regional differences
• Mobile Operator - Gain insight into the market trends and how it is likely to change over the next 5 years
• Content and search aggregators - Find out where the prospective revenues are in the sector.

Table of Contents

• Global mobile advertising spend, 2007-2013

• MOBILE MARKET OVERVIEW
• The mobile market today
  • Figure 1.1: Global total mobile ARPU, 2007-2012
• Data revenues
  • Figure 1.2: Global mobile ARPU breakdown, by voice and data, 2007-2012
  • Figure 1.3: Global ARPU breakdowns of the future?
• Non-messaging data revenues
  • Figure 1.4: Global total annual mobile data revenues, 2007-2012
  • Figure 1.5: Global, non-SMS revenues as a percentage of total data revenues, leading operators, 3Q07
  • Figure 1.6: West Europe, year-on-year growth in quarterly non-messaging data revenues of selected mobile operators, 1Q06 to 3Q07
• 3G uptake
  • 3G subscriptions
  • Figure 1.7: Global total mobile subscriptions, by generation, 2007-2012
  • 3G handsets and devices
  • Figure 1.8: Global handset features penetration, 2001-2012
• Taking the content mobile

• WHAT IS MOBILE ADVERTISING?
• Distinction between mobile advertising and mobile marketing
• The most accomplished definition to date
• Advertising on mobile
• True mobile advertising

• SURVEYS:FROM CONSUMERS TO THE BRANDS
• Global survey results
  • Figure 3.1: Global average: which devices do you take out of your home?
  • Figure 3.2: Global average: which devices are you interested in purchasing in the future?
  • Figure 3.3: Global average: usage of mobile features in the last six months
  • Figure 3.4: Global average: which content are you most likely to pay for?
  • Figure 3.5: Global average: opinion on mobile phone advertising formats
  • Figure 3.6: Global average: opinion on portable device advertising formats
  • Figure 3.7: Global average: content that consumers would most like to receive free of charge from advertisers
• The UK' s response to mobile advertising
  • Figure 3.8: UK: acceptance of mobile advertising
• Acceptance of mobile advertising, by age
  • Figure 3.9: UK: acceptance of mobile advertising, by age
• The convergence of advertising and mobile content
  • Figure 3.10: UK: how much do you spend on mobile content per month?
  • Figure 3.11: UK: mobile content spend over three-month period
  • Figure 3.12: UK: how much would you pay for mobile TV?
• The market needs more than surveys
• A solution for the consumer?
• Mobile industry aware of shortcomings
• What the brands say
  • Figure 3.13: Global: to what extent does your organization use text messaging (SMS) for marketing purposes?
  • Figure 3.14: Global: to what extent does your organization use multimedia messaging (MMS) for marketing purposes?
  • Figure 3.15: Global: are you considering implementing text message (SMS) and/or multimedia message (MMS) marketing in the next 12 months?
  • Figure 3.16: Global: which features/benefits would make mobile marketing more attractive?
  • Figure 3.17: Global: what percentage of your marketing communications budget do you expect to spend on mobile marketing in two years time?
  • Figure 3.18: Global: what percent of your marketing communications budget do you expect to spend on mobile marketing in 2007, 2009 and 2012?

• MOBILE ADVERTISING BY TYPE
• Measurement of mobile advertising
• M:Metrics' M:AdTracker mobile advertising service
• ioglobal' s Three Screen Trial for mobile advertising ioglobal
• Need for measurement for mobile advertising
• Mobile advertising inventory
  • Figure 4.1: The UK mobile advertising population
  • Figure 4.2: The early mobile advertising inventory
• Activating the mobile advertising inventory
  • Figure 4.3: The Mobile Advertising Inventory Tree 2008
• Advertising on mobile using messaging
• The appeal of messaging for advertising
• Case studies for advertising on mobile using messaging
  • Case study: Blyk
  • Figure 4.4: UK, Blyk' s financial benefit model
  • Figure 4.5: UK, Blyk' s message tagging
  • Figure 4.6: UK, Blyk' s brands per sector at launch
  • Figure 4.7: UK, Blyk' s publicly-announced brands at launch
  • Figure 4.8: UK, Blyk' s market research on respondents' main reason for switching networks, 2007
  • Figure 4.9: UK, Blyk' s technology platform
  • Figure 4.10: UK, Blyk' s eight steps for interaction and engagement
  • Case study: Vodafone Czech Republic' s Student SMS Gratis
  • Case study: Transport for London' s Cabwise text service
  • Figure 4.11: UK, TfL' s ad-funded text message service
  • Case study: Ad.IQ
  • Case study: SingTel
• Banner ads: the next bastion of mobile advertising
  • Figure 4.12: Examples of banner ads Banner ad pricing
  • Figure 4.13: Examples of banner ads, NTT DoCoMo
• Off-portal banner ads
  • Case study: Player X
  • Case study: DotMobi
  • Case study: Flirtomatic
• Mobile search
• Search and links
  • Figure 4.14: Examples of mobile search
  • Google' s mobile search service
  • Yahoo' s mobile search service
  • Figure 4.15: Mobile search ecosystem
  • Medio' s mobile search technology
  • Figure 4.16: Medio versus WAP
  • JumpTap' s mobile search solution
  • Will the smaller players lose out?
• Local search and location-based mobile advertising
  • M1 Singapore' s location-based mobile advertising service
  • Ongoing issues
  • M-Spatial and the Orange Local mobile advertising service
  • Figure 4.17: Orange Local
• Local search and navigation
• Mobile games advertising
  • Figure 4.18: In game and sponsorship within mobile games inventory
• Ad-funded mobile games from 123play.com
  • Figure 4.19: The 123play.com sign-up
  • Figure 4.20: The 123play.com click to browse feature
• In-game mobile advertising and sponsorship
  • Burger King
  • Greystripe
• Choosing which games to fund with advertising
• Mobile music advertising
• So what happened to the Frog?
• Ad-supported services
  • T-Mobile UK
  • 3 UK
  • Orange UK
  • Muzicall
• Ongoing issues for mobile music advertising
• Mobile video advertising
  • Figure 4.21: Mobile video ad types
• Ad-funded video
  • 3 UK
  • Rhythm New Media
  • Rhythm Mobile ad-funded video case study: Mazda
• Mobile TV advertising
• Mobile TV advertising case study: MobiTV
• Mobile TV advertising case study: FreeBe TV
• MediaFLO
• Telecom Italia Mobile' s DVB-H service
  • Figure 4.22: TIM' s five potential business models for its DVB-H service
  • Figure 4.23: TIM' s mobile TV advertising value chain
• Cell broadcast and Celltick' s LiveScreen Media
• On-device mobile advertising
• On-device mobile advertising case study: U-Turn
• On-device mobile advertising case study: Picsel
• Technologies
  • Figure 4.24: Picsel' s software serving a banner ad
• On-device mobile advertising case study: Sony Ericsson' s embedded content

• THE NEXT GENERATION OF MOBILE ADVERTISING
• Examples of mobile advertising service providers
• Roamware
• Smaato
  • Figure 5.1: Smaato: Ad-Call Display and Call-To-Action
  • Figure 5.2: Smaato: click through to a Click-To-Call option
• Mobile social networking
• Mobile social networking advertising business models
  • Figure 5.3: Examples of mobile industry aggregators that provide value to mobile communities
• Brand advertising
  • Figure 5.4: Corporate spending in mobile communities
  • Mobile property advertising
  • Local merchant advertising
  • Corporate sponsorship
• Mobile social networking case study: Xtract
  • Figure 5.5: Xtract' s ‘Hot Media'
• Combining services
  • Figure 5.6: Example of concurrent mobile advertising
• Concurrent mobile advertising case study: CBS
  • Figure 5.7: CBS concurrent mobile advertising
• Mobile advertising campaigns
• Microsoft
• Automotive
  • Renault
  • Hyundai
• Retail brands
  • Smirnoff' s Pocket Guide to Vodka
  • Figure 5.8: Smirnoff mobile advertising campaign: Welcome screen and ‘Pocket Bartender'
• Calvin Klein uses mobile to attract perfume buyers
  • Figure 5.9: Calvin Klein ckIN2U mobile advertising campaign
• Coca-Cola adds mobile to its ‘My Coke Music' campaign
  • Figure 5.10: Coca-Cola landing page
• Virgin Megastores uses mobile coupons
  • Figure 5.11: Virgin Megastore and Cellfire mobile coupon campaign
• Nike' s proximity campaigns
  • Figure 5.12: Nike Bluetooth posters on London Underground station walls
  • Figure 5.13: Nike Bluetooth ad in Barcelona
• Other Bluetooth advertising campaigns
  • Figure 5.14: Example of HSBC Bluetooth video ad, promoting its ISAs
• Ad-funded videos
  • Swisscom Mobile
• In-game advertising campaigns
  • Vivendi Games Mobile and Greystripe
• Product launches
  • KHCW-TV launches ad-funded cameras
  • Jump Games

• REGULATION
  • Figure 6.1: MMA technical WAP guidelines (EMEA): technical specifications WAP 1.0
  • Figure 6.2: MMA technical WAP guidelines (EMEA): static image banners in static default 6:1 aspect ratio
  • Figure 6.3: MMA technical WAP guidelines (EMEA): static image banners in extended aspect ratio
• Audio Visual Media Services Directive
• Article 3e(f): alcoholic beverages' advertisements
• Article 3f: Programme sponsorship
• Article 3g: Product placement
• Advertising and best practice
• The MMA and GSMA alliance
• MMA guidelines: SPAM-opting in and opting out
• MMA guidelines: identifying advertising and SPAM
  • Figure 6.4: Push SMS campaigns
• Personal data requirements
• UK mobile operators develop mobile advertising measurement standards
• Educating the consumer
  • Figure 6.5: UK: ASA identifies consumers' requirements for mobile advertising
• True mobile advertising

• BUSINESS MODELS, VALUE CHAIN AND THE PLAYERS
• The mobile advertising value chain
  • Figure 7.1: Mobile advertising value chain
  • Figure 7.2: The simplified mobile advertising value chain
  • Figure 7.3: Mobile advertising revenue share across the value chain: 2007 and 2012
  • Figure 7.4: The multi-dimensional bilateral mobile advertising value chain
• Understanding the value chain
• The component parts of the value chain
• The creative agency
• The media buyers
• The technology media buyer/seller aggregators
  • Figure 7.5: How mobile advertising networks operate
  • Figure 7.6: How mobile advertising networks operate: an Internet-based model
  • Amobee
  • AdMob
  • Figure 7.7: AdMob text link and graphical banner ads
  • Figure 7.8: AdMob landing page builder
  • Figure 7.9: AdMob mobile metrics service
  • Google
  • Yahoo!
  • Figure 7.10: Yahoo! Go 3.0 home page
  • Figure 7.11: How publishers can participate in the value chain
  • Figure 7.12: Yahoo!' s mobile advertising value chain
  • MSN
  • Figure 7.13: MSN' s mobile advertising value chain
  • AOL
  • Nokia
  • Figure 7.14: Nokia Interactive' s control of the value chain
  • 4th Screen Advertising
  • Figure 7.15: 4th Screen Advertising' s ad-serving targeting technology
• Technology providers
• Qualcomm/BREW
• Bango
• Motricity
  • Figure 7.16: Motoricity Campaign Manager message flow
• Mobile operators
  • The GSM Association
  • Sprint Nextel
  • Figure 7.17: Sprint Nextel' s mobile advertising value chain
  • Figure 7.18: Sprint' s Mobile Media Network platform
  • Figure 7.19: US: breakdown of Sprint Mobile Media Network audience, 2Q07
  • Figure 7.20: Sprint' s ad specifications
  • Vodafone
  • Vodafone case study: Renault
  • 3 UK
  • 3 UK case study: ad-funded video
  • Figure 7.21: 3 UK spontaneous ad recall
  • Figure 7.22: 3 UK prompted ad recall
  • Figure 7.23: 3 UK brand message recall
  • Figure 7.24: UK: the experience of a consumer of 3 UK' s ad-funded free video service
  • O2 UK ad-funded mobile games
  • Orange
  • NTT DoCoMo

• MOBILE ADVERTISING FORECASTS
• Out with the old....
  • Figure 8.1: Informa' s original mobile advertising forecasts, 2006-2011
• .....and in with the new: Global mobile advertising forecasts 2007-2013
  • Figure 8.2: Global mobile advertising spend, by region, 2007-2013
• Mobile advertising forecasts for Europe, 2007-2013
  • Figure 8.3: Europe, mobile advertising forecasts, by type, 2007-2013
• Mobile advertising forecasts for North America, 2007-2013
  • Figure 8.4: North America, mobile advertising forecasts, by type, 2007-2013
• Mobile advertising forecasts for Asia, 2007-2013
  • Figure 8.5: Asia, mobile advertising forecasts, by type, 2007-2013
• Mobile advertising forecasts for Rest of World, 2007-2013
  • Figure 8.6: Rest of World, mobile advertising fore-casts, by type, 2007-2013
• Global mobile advertising forecasts 2007-2013, by type
  • Figure 8.7: Global mobile advertising spend, by type, 2007-2013
  • Regional breakdown of the different mobile advertising categories
  • Figure 8.8: Global mobile advertising spend, messaging by region, 2007-2013
  • Figure 8.9: Global mobile advertising spend, banner ads by region, 2007-2013
  • Figure 8.10: Global mobile advertising spend, links by region, 2007-2013
  • Figure 8.11: Global mobile advertising spend, in-game by region, 2007-2013
  • Figure 8.12: Global mobile advertising spend, interstitial by region, 2007-2013
  • Figure 8.13: Global mobile advertising spend, TV & video by region, 2007-2013
  • Figure 8.14: Global mobile advertising spend, content by region, 2007-2013
  • Figure 8.15: Global mobile advertising spend, misc. by region, 2007-2013

• CONCLUSIONS
• Mobile advertising - Gold Rush or Golden Goose?
  • Figure 9.1: Global mobile advertising as a percentage of total global mobile revenues, 2008 and 2013 .
  • Figure 9.2: Global mobile advertising as a percentage of total global advertising revenues, 2008 and 2013
• The mobile operators' role in mobile advertising
• Conclusions and recommendations for mobile advertising