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市場調查報告書

行動廣告技術:在變動激烈的時代中保持關係獲得收益

Mobile AdTech 2015-2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility

出版商 Accustream Research 商品編碼 321064
出版日期 內容資訊 英文 165 Pages
商品交期: 最快1-2個工作天內
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行動廣告技術:在變動激烈的時代中保持關係獲得收益 Mobile AdTech 2015-2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility
出版日期: 2014年12月04日 內容資訊: 英文 165 Pages
簡介

全球行動廣告市場規模,2014年預計為128億美元。

本報告提供行動廣告技術市場上的資產、廣告支出額、經營模式、格式價格,及銷售率等相關調查,行動廣告技術供應商現在面臨的課題分析等彙整資料,為您概述為以下內容。

摘要整理

行動廣告技術的營運、資產、媒體支出:用語、定義

概要

第1章

  • 經由了行動廣告技術生態系統的媒體支出製圖:產業如何分配收益及付款
  • 經營模式的實行可能性:供應商的垂直定線、參加佔有率、提供服務及支付
  • 變動的利益:預測市場在2015年的銷售額支付140億美元
  • 行動廣告技術生態系統現在如何分配收益:各供應商分類
  • Facebook及Twitter在2014年中持有61%總平台收益:2015年佔有率增加
  • 除了Facebook及Twitter,DSP至2017年獲得生態系統收益的15.5%的預測、其他

第2章

  • 全球行動廣告市值在代理店手續費淨利上2014年達128億美元
  • 對發行者、供應商來說實際的商機轉換為行動資產的預算擴大
  • 行動媒體支出:市場製圖:廣告技術解決方案平台的支出
  • 包含代理店手續費,行動廣告市場2014年產生149億美元支出
  • 自Facebook的顯示及高級發行者的視訊資產在2014年中提升eCPM2.35美元
  • 資產實際檢查:非重複廣告曝光率請求數以年度為基礎記錄11兆、其他

第3章

  • 對行動廣告技術企業執行的Q&A
    • AMOBEE
    • BLINKX
    • BUZZCITY
    • CONVERSANT MEDIA
    • LOTAME
    • MADHOUSE
    • NEXAGE
    • OPERA MEDIAWORKS (Opera Software的完全子公司)
    • SMAATO
    • TAPJOY
    • THINKNEAR (a unit of Telenav)
    • TREMOR VIDEO
    • VERVE MOBILE
目錄

$14 billion in global ad spend rumbling through the mobile adtech ecosystem has undergone a striking transformation over the past 12 months, redefining how agencies (and agency trading desks), vendors and audience platforms engage with digital budgets, impressions and apportion subsequent profit splits.

AdTech volatility resonating across the vendor marketplace is pressed by the push to acquire scale quickly (i.e. M & A) to compete with display giants that own audience networks like Facebook, Google, Twitter and iAd, according to this AccuStream Research report.

The report, Mobile AdTech 2015 - 2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility, cuts through the inventory, ad spend, business model, format pricing, sellout rate, vendor alignment chatter to present a transparent, detailed, data-driven, top down analysis of market mechanics, where the money comes from, how it flows through the ecosystem and economic rents paid to participants.

SaaS adtech business models benefit as agencies and publishers license mobile adtech solutions consolidating creative, marketing/social, cross-platform campaign management, clearing, execution and in-house sales onto one unified platform, while the ecosystem at large trains its programmatic technology sights on enabling affiliate networks, supply (SSPs) and/or demand (DSPs) sides of the business.

In addition, format standardization is paving the way forward, toward programmatic trading efficiencies billed against CPM-based buying, augmented by video inventory internationally (particularly YouTube in AsiaPac) enjoying an increase in demand.

Total ad spend is forecast to increase 37% in 2015, with Facebook and Twitter alone poised to channel in an estimated 63%.

Agencies booked some $2 billion in 2014 fees, while adtech vendors (public and private) netted out $10.5 billion (including Facebook and Twitter).

The business challenge for all mobile adtech vendors today is reaching and qualifying audiences on every screen that doesn't add complexity to workflow processes, and for the ecosystem at large to profit from doing so.

Table of Contents

EXECUTIVE SUMMARY

  • Mobile Adtech/Spend and Business Operations Marketplace Overview
  • Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media Clearing and Campaign Management Tools
  • The Global Mobile Advertising Marketplace Worth $12.8 Billion In 2014
    • GLOBAL MOBILE MEDIA SPEND: 2009 - 2017
    • MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE
    • Mobile AdTech 101: Getting paid means sticking around: The keys to creating a sustainable market position 2015 - 2017
  • Profiting From Volatility: The Marketplace Is Forecast To Pay $14 Billion In 2015 Net Topline
    • CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014
    • MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE

MOBILE ADTECH OPERATIONS, INVENTORY AND MEDIA SPEND: TERMS AND DEFINITIONS

OVERVIEW

  • Global Mobile Adtech Markets 2015 - 2017: Inventory, Spend, Revenue and Profit Payouts in an Era of Accelerated Volatility
  • Delivering and Measuring Mobile Media Spend and Adtech Operations Success: The Way Forward Means Staying Relevant 2015 - 2017
  • Mobile Adtech/Spend and Business Operations Marketplace Overview
  • Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media Clearing and Campaign Management Tools
  • The Rise of Mobile Programmatic Fueled by Format Standardization, Data, Buying at Scale and Cross-Platform
  • Mobile Adtech 2015-2017 and Media Budget Allocation: Who Gets Paid, How Much and Why
  • Mobile Adtech M & A has Reshaped the Entire Global Marketplace over the Past Two Years
    • DESKTOP/MOBILE VIDEO AD NETWORK, SERVING AND ADTECH PLATFORM M & A DEALS, PUBLIC AND PRIVATE TRADING/TAKE-OUT MULTIPLES 2005 - 2014
  • Mobile Media Management: Adtech Ecosystem Alignment by Vendor Type
    • Marketplace organization by vendor alignment 2015: DSPs, Marketplaces, Audience Networks and Data Science
    • MOBILE ADTECH ECOSYSTEM VENDOR ALIGNMENT BY SPECIALIZATION
  • Mobile Adtech Inventory, Spend and Profit Sustainability by Vendor Segment 2015 - 2017
    • How the Mobile AdTech Ecosystem Engages Media Spend
    • SPEND CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014
    • MOBILE ADTECH VENDOR CAGR 2009 - 2014
    • $ 12.8 billion in 2014 global media spend: The marketplace is standardizing buys against a CPM model
    • GLOBAL MOBILE MEDIA SPEND: 2009 - 2017
    • In-app versus mobile web: Both are valuable points on the monetization compass
    • Mobile Impression Formats: Diversity and Flexibility
    • MOBILE ADTECH FORMATS 2014/2015
  • Mobile Adtech: Pricing and Getting Paid in a Rapidly Evolving Marketplace 2015 - 2017
    • Inventory and Operational Billing Models: Pricing media impressions, spend and participation formulae
    • MOBILE ADTECH ECOSYSTEM AND GETTING PAID: BILLING MODELS: 2014/2015
    • Fill rates are an elusive gauge of sellout success: The Facts on fill rates, eCPMs and spend trends 2015
    • MOBILE ADTECH ECOSYSTEM INVENTORY FILL RATES AND eCPMs: 2009 - 2014
  • Marketing Platforms Assume Revenue Prominince: Printing $7.6 Billion in Net Platform Revenue in '14
    • Mobile adtech: Net revenues and economic rent payment share
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017
    • Agencies and trading desks book $2.1 billion in mobile adtech, campaign management fees in 2014
    • AGENCY FEES 2009 - 2014
  • Mobile Adtech Ecosystems Topics and Trends 2015 - 2017
    • In-app inventory and media spend dynamics
    • Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics
    • Mobile audience and campaign data analytics 2015 - 2017: Persistent device and location sensing; increasing retail foot traffic
    • R & D investment 2015 - 2017
    • Headcount/hiring/staff

SECTION ONE

  • Mapping Media Spend Through the Mobile Adtech Ecosystem: How the Industry Allocates Revenues and Payments
  • Business Model Viability: Vendor Vertical Alignment, Participation Share, Services Rendered and Getting Paid 2015
    • Mobile AdTech 101: Getting paid means staying relevant: The keys to creating a sustainable market position 2015 - 2017
  • Profiting From Volatility: The Marketplace is Forecast to Pay $14 Billion in 2015 Topline
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017
  • How The Mobile Adtech Ecosystem Currently Allocates Revenue by Vendor Category through 2017
    • MOBILE ADTECH REVENUE (NET) BY ECOSYSTEM VENDOR ALIGNMENT: 2009 - 2017
  • Facebook and Twitter Owned 61% of Total Platform Revenue in 2014; Increasing Share in 2015
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017
  • Excluding Facebook and Twitter, DSPs are Forecast to Earn 15.5% of Ecosystem Revenue by 2017
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 (excludes Facebook and Twitter)
  • The Business Models: Participation Percentages for Mobile Adtech Solutions include Ad Trafficking, Impression Clearing, Analytics, Data, Media Representation Revenue Share
    • Mobile adtech business models can be structured in multiple modes utilizing well-established billing norms
    • MOBILE ADTECH ECOSYSTEM GETTING PAID: BILLING MODELS AND MARGINAL SHARE: 2014/2015
  • Audience Segmentation, Profiling, and Demographic Targeting is a Function of Reach
    • MOBILE ADTECH ECOSYSTEM ENTRANTS AND REACH 2009 - 2014/2015
  • Duplicated and Non-Duplicated Inventory Analysis 2009 - 2014: Cutting Through the Impression Clutter
    • MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015
  • Mobile Adtech: Beyond Talking Points and Echo Chamber Chatter, Here's How the Business Really Works
    • CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014
    • MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014

SECTION TWO

  • The Global Mobile Advertising Marketplace Worth $12.8 Billion in 2014 Net of Agency Fees
  • Expanding Budgets Transform Mobile Inventory into a Real Business Opportunity for Publishers and Vendors
    • GLOBAL MOBILE MEDIA SPEND: 2009 - 2017
  • Mobile Media Spend: Mapping The Market 2014: Spend By Adtech Solutions Platform
    • MOBILE ADTECH ECOSYSTEM MEDIA SPEND 2009 - 2014
    • AGENCY FEES 2009 - 2014
  • Including Agency Fees, the Mobile Advertising Marketplace Generated $14.9 Billion in 2014 Spend
    • GLOBAL MOBILE MEDIA SPEND AND AD ECOSYSTEM SOLUTION MARGINAL PERFORMANCE ANALYSIS: 2009 - 2017
    • Mobile Adspend Exploits all Media Formats, particularly Performance-Driven Display, Rich Media and Video
    • MOBILE ADTECH MARKET POSITIONS AND INVENTORY FORMATS: 2015
  • Facebook Display and More Premium Publisher Video Inventory has Raised eCPMs to $2.35 in 2014
    • MOBILE ADTECH ECOSYSTEM INVENTORY GROWTH AND FILL RATES 2009 - 2014
    • MOBILE ADTECH ECOSYSTEM FILL RATES AND eCPMs: 2009 - 2014
  • Inventory Reality Check: Non-Duplicated Impression Requests hitting 11 Trillion on an Annual Basis
    • MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015
  • Inventory Fill Rates and Making Sense of Mobile Ad Spend
    • MOBILE ADTECH ECOSYSTEM FORMATS AND FILL RATES: 2011 - 2014/2015
    • MOBILE ADTECH ECOSYSTEM INVENTORY PRICING 2011 - 2014
  • Marketplaces, including Facebook and Twitter, have Risen to Mobile Ad Spend Prominance
    • MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014

SECTION THREE

  • MOBILE ADTECH EXECUTIVE Q & A FORUM
    • AMOBEE
    • BLINKX
    • BUZZCITY
    • CONVERSANT MEDIA
    • LOTAME
    • MADHOUSE
    • NEXAGE
    • OPERA MEDIAWORKS (a fully-owned subsidiary of Opera Software)
    • SMAATO
    • TAPJOY
    • THINKNEAR (a unit of Telenav)
    • TREMOR VIDEO
    • VERVE MOBILE
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