全球行動廣告及行銷市場:第5版 是由出版商Berg Insight AB在2011年12月所出版的。
這份英文市場調查報告書價格從美金1500起跳。
現在全世界有將近60億行動電話契約已施行，相對來說網路用戶數約20億人。這件事顯示廣告及行銷，行動流通管道的極大可能性。Berg Insight，評估2010年的行動行銷及廣告市場達到26億1,000萬美元的規模，儘管受到金融危機衝擊還是可以健全成長。該市場今後將以36.9％的年複合成長率成長，預計2016年將達到172億美元的市場規模。
本報告提供全球行動廣告·行銷市場現況與展望調查分析，行動廣告·行銷產業結構，生態系統，各種行銷形態的趨勢，再加上主要企業的實例分析，以及市場的潛在成長性等彙整資料，不同地區的行動廣告收益預測(∼2014年)，再加上主要企業簡介等，為您概述為以下內容。
摘要整理
第1章 廣告和數位媒體
- 行銷·廣告產業
- 全球廣告費
- 廣告費:各媒體
- 主要廣告的主要20間公司
- 行銷產業參與企業
- 網際網路媒體流通管道
- 網際網路利用趨勢
- 網際網路廣告費
- 網際網路廣告形態
- 行動媒體流通管道
第2章 行動廣告
- 廣告平台的行動終端
- 行動電話的物理特性
- 終端的軟體
- 地理定位功能
- 行動網路和數據傳送能力
- 行動網際網路 vs PC為基礎的網際網路
- 行動終端的廣告
- 行動廣告的引進
- 目標型行動宣傳活動
- 地理定位技術的有效利用
- 隱私的擔憂
- 費用模式與成本
- 行動廣告的生態系統
- 廣告主人
- 廣告代理店和創新設計者
- 數位廣告網路
- 技術解決方案供應商
- 手機業者
- 線上媒體出版社和行動應用程式供應商
- 產業團體
第3章 通訊和行動行銷
- SMS及MMS行銷
- 推播訊息(Push Messaging)
- 消費者主動式訊息和通用短碼(CSC:Common Short Code)
- 地理定位目標型SMS宣傳活動
- 待機畫面和區域廣播
- 行動折價券
- 鄰近的行銷
- Bluetooth
- NFC(近距離無線通訊)
- 條碼
- 實例分析
第4章 行動網廣告廣告
- 門戶網站
- 新聞與資訊
- 行動搜索
- 團體和社群網路
- 行動音樂及影音
- 相關案例研究
第5章 廣告收入的應用程式
第6章 預測和結論
- 行動行銷產業分析
- 購買方面:行動廣告的引進往試驗階段發展
- 供給方面:行動企業的整合及持續出現
- 消費者方面:所有的手機上網超過使用桌上型電腦上網
- 流通管道和形式:哪一邊都可以成功嗎
- 整合趨勢
- 潛在的市場價值分析
- 目標客戶與曝光
- CPM水準
- 行動宣傳活動用CTR
- 收益敏感度分析
- 市場預測
- 結論
第7章 企業簡介·策略
- 主要廣告代理店
- 通訊產業企業
- 數位產業企業
- 行動廣告企業
詞彙
圖表
Abstract
Executive summary
There are close to 6 billion active mobile subscriptions across the globe,
which can be compared with about 2 billion Internet users. This underpins the
vast potential of the mobile channel for advertising and marketing, being
highly important for brands seeking to engage in communication with present
and potential customers. Berg Insight estimates that the total value of the
global mobile marketing and advertising market was € 2.61 billion in
2010, having experienced healthy growth throughout the financial crisis and
the following recuperation. Growing at a compound annual growth rate of 36.9
percent, the market is forecasted to be worth € 17.2 billion in 2016 -
corresponding to 15.2 percent of the total digital advertising market. Mobile
advertising is at the same time predicted to account for 3.8 percent of the
total global ad spend for all media.
The mobile media has several especially interesting attributes from a
marketing perspective. First of all most people have a mobile handset, making
reach unmatched. Mobile handsets and networks are also getting increasingly
advanced, making it possible to deliver highly compelling advertising
experiences, incorporating rich media, video and interactive content. Even
more importantly, handsets are extremely personal devices which people tend to
always have within reach and most often switched on. This enables marketing
possibilities which other channels lack. Consumers can be reached at all times
and in all places, which makes the channel stand out of the crowd. The
personal nature of the devices makes it possible to deliver messages which are
highly relevant for the recipient, taking into consideration demographics,
interests, habits and other preferences. Communication having undergone such
screening is bound to be much more effective in portraying a brand positively.
The ROI of such initiatives can be substantially better than for intrusive
campaigns where all consumers are flooded with the same non-personalised
message. The mobile channel can in this way avoid the pitfall of unsolicited
communication and capture an important role in the future of marketing.
For several years, mobile media has been claimed to be on the verge of
entering the array of main media channels for marketing. During the last
years, companies have started to leave the experimental stage and deliver
full-scale campaigns, gradually including mobile in the marketing media mix.
Advertisers include blue chip companies as well as SMEs. Exposure through
multiple channels, digital as well as traditional, has proven to generate
better outcomes than when channels are used in isolation. This is especially
true for the mobile media, being relatively new and therefore bound to benefit
from the viral effects created by campaigns spanning several media and
generating attention across the population of potential customers.
Numerous actors are engaging in activities related to mobile marketing,
including large players from the digital industry. Google and Apple, with the
AdMob and iAd advertising platforms, hold major market shares in mobile
advertising. Microsoft has struggled in the mobile space and has joined forces
with Nokia in an attempt to create a third mobile ecosystem to compete with
Google's Android and Apple's iOS. A wide variety of other companies are also
involved in the value chain, including specialised mobile actors such as
Millennial Media, Amobee and Smaato. Facebook is furthermore on the verge of
establishing its presence in the mobile advertising space, and may very well
become an important player if leveraging user data for targeted mobile
campaigns.
There are a number of key takeaways from the latest developments in mobile
marketing. The channel is getting established as an integral part of the media
mix, a progress which is eased by the booming smartphone adoption and
increasing mobile media consumption. Brands do however need to refine their
marketing strategies to integrate the mobile channel, in order to spend wisely
and capitalise on the potential the mobile channel brings. Operators need to
pay attention to the possible changes in the mobile ecosystem, where
advertising can be an important future source of revenue. Within the plethora
of advertising formats, applications are currently extremely popular, though
also the mobile web is seeing increased uptake spurred by HTML5. While
advanced formats offer impressive user experiences, the potential in more
simple alternatives such as SMS and coupons is however still substantial, not
the least due to an unprecedented reach. Finally, the integration of
location-sensitivity in advertising efforts is increasing, an area which
releases the full potential of the mobile channel.
Table of Contents
List of Figures
Executive summary
1 Advertising and digital media
- 1.1 The marketing and advertising industry
- 1.1.1 Global advertising expenditure
- 1.1.2 Advertisement expenditure by media
- 1.1.3 Top 20 global advertisers
- 1.1.4 Marketing industry players
- 1.2 The Internet media channel
- 1.2.1 Internet usage trends
- 1.2.2 Internet advertising expenditure
- 1.2.3 Internet advertising formats
- 1.3 The mobile media channel
- 1.3.1 Europe
- 1.3.2 United States
- 1.3.3 Japan
- 1.3.4 Emerging markets
2 Mobile advertising
- 2.1 The mobile handset as an advertising platform
- 2.1.1 Physical characteristics of the mobile handset
- 2.1.2 Handset software
- 2.1.3 Location capabilities
- 2.1.4 Mobile networks and data transfer capabilities
- 2.1.5 Mobile Internet versus PC-based Internet
- 2.2 Advertising on the mobile handset
- 2.2.1 Deploying mobile advertising
- 2.2.2 Targeting mobile campaigns
- 2.2.3 Exploiting location technology
- 2.2.4 Privacy concerns
- 2.2.5 Pricing models and cost
- 2.3 The mobile advertising ecosystem
- 2.3.1 Advertisers
- 2.3.2 Ad agencies and creative designers
- 2.3.3 Digital ad networks
- 2.3.4 Technical solution providers
- 2.3.5 Mobile operators
- 2.3.6 Online media publishers and mobile application providers
- 2.3.7 Industry associations
3 Messaging and mobile marketing
- 3.1 SMS and MMS marketing
- 3.1.1 Push messaging
- 3.1.2 Pull messaging and Common Short Codes
- 3.1.3 Location-targeted SMS campaigns
- 3.2 Idle screen and cell broadcast
- 3.3 Mobile coupons
- 3.4 Proximity-based marketing
- 3.4.1 Bluetooth
- 3.4.2 NFC
- 3.4.3 Barcodes
- 3.5 Case studies
- 3.5.1 Placecast's ShopAlerts platform generates major ROI for Fitness
First
- 3.5.2 McDonald's in Japan integrates mobile coupons and contactless
wallet
- 3.5.3 Blockbuster achieves impressive redemption rates from mobile
coupons
- 3.5.4 Bluetooth coupons available at major hotel chains
- 3.5.5 Coca-Cola seeks to save the polar bears through SMS donation
campaign
4 Mobile web advertisement
- 4.1 Portals
- 4.2 News and information
- 4.3 Mobile search
- 4.3.1 Market players and strategies
- 4.3.2 Directory services and local search
- 4.4 Communities and social networking
- 4.4.1 Market players and strategies
- 4.4.2 Social media marketing
- 4.5 Mobile music and video
- 4.6 Case studies
- 4.6.1 Expedia creates award winning location-based mobile website using
HTML5
- 4.6.2 McDonald's engages customers in billboard games via mobile web
- 4.6.3 Dictionary.com's tiered approach optimises user experience across
platforms
- 4.6.4 Intel campaign shows mobile web ads outperform in-app ads
- 4.6.5 Fandango delivers app-like experience to moviegoers on the mobile
web
5 Ad-funded applications
- 5.1 Mobile applications
- 5.1.1 Mobile games
- 5.1.2 Mobile map and navigation applications
- 5.1.3 Mobile search applications
- 5.1.4 Mobile music and video applications
- 5.1.5 Social networking applications
- 5.1.6 Pure advertising apps
- 5.2 In-app advertising
- 5.2.1 Apple - iAd
- 5.2.2 RIM - BlackBerry Advertising Service
- 5.2.3 Microsoft - Windows Phone 7/Microsoft Advertising
- 5.2.4 Nokia - Windows Phone 7 and legacy systems
- 5.2.5 Android - AdMob and third party ad networks
- 5.3 Case studies
- 5.3.1 Angry Birds Magic Places and Live generates substantial attention
- 5.3.2 MINI's location-based reality game attracts thousands of players
- 5.3.3 McDonald's promotes breakfast items with in-app game ad in Pandora
- 5.3.4 Poynt's local business search application reaches 11 million users
- 5.3.5 Heineken's StarPlayer application offers dual screen football
experience
6 Forecasts and conclusions
- 6.1 Mobile marketing industry analysis
- 6.1.1 Buyer-side: Adoption of mobile ads moves beyond the experimental
stage
- 6.1.2 Supplier-side: Continued consolidation and emergence of mobile
players
- 6.1.3 Consumer-side: Mobile Internet will eventually overtake desktop
access
- 6.1.4 Channels and formats: Which will succeed?
- 6.1.5 Convergence trends
- 6.2 Potential market value analysis
- 6.2.1 Target audience and exposure
- 6.2.2 CPM levels
- 6.2.3 CTRs for mobile campaigns
- 6.2.4 Revenue sensitivity analysis
- 6.3 Market forecasts
- 6.4 Final conclusions
7 Company profiles and strategies
- 7.1 Top advertising agencies
- 7.2 Telecom industry players
- 7.2.1 Turkcell at the forefront of mobile advertising with huge opt-in
database
- 7.2.2 Blyk's opt-in advertising solution for operators successful in
India
- 7.2.3 O2 Germany relaunches ad-funded Netzclub price plan with new
tariffs
- 7.2.4 Ericsson aims to remove complexity by launching AdMarket
- 7.3 Digital industry players
- 7.3.1 Google's US$ 2.5 billion mobile business with Mobile First and
SoLoMo
- 7.3.2 Microsoft and Nokia team up to build a new global mobile ecosystem
- 7.3.3 Yahoo! Provides rich content for mobile and taps into ad revenues
- 7.4 Mobile advertising players
- 7.4.1 AdMob
- 7.4.2 Amobee
- 7.4.3 Jumptap
- 7.4.4 Millennial Media
- 7.4.5 Out There Media
- 7.4.6 Smaato
- 7.4.7 Velti
Glossary
List of Figures
- Figure 1.1: Total advertisement expenditure & top spending countries
(Worldwide 2010)
- Figure 1.2: Global advertisement expenditure by medium (Worldwide 2010)
- Figure 1.3: Top 20 advertisers Worldwide (2010)
- Figure 1.4: Top 10 advertising agency companies (2010)
- Figure 1.5: Most popular online activities in the US based on time (May
2011)
- Figure 1.6: Top 10 US websites (October 2011)
- Figure 1.7: Online advertisement expenditure by region (Worldwide 2010)
- Figure 1.8: Online advertising as share of total advertising spend per
market (2010)
- Figure 1.9: Online ad spend by category in the US (2009 - 2010)
- Figure 1.10: Online advertisement spending by format in the US (2010)
- Figure 1.11: Mobile subscriptions by region (Worldwide Q4-2010)
- Figure 1.12: Top activities done by mobile handset users (December 2010)
- Figure 1.13: Mobile Internet usage penetration among mobile subscribers
(2010)
- Figure 1.14: Mobile Internet use, smartphone adoption and data plans (US
2010 - 2011)
- Figure 1.15: Japanese mobile subscriber statistics (September 2011)
- Figure 1.16: Mobile penetration rates on major emerging markets (2010)
- Figure 2.1: User behaviour by phone category (US Q1-2011)
- Figure 2.2: Performance parameters for different position determining
methods (2011)
- Figure 2.3: Stakeholders in the mobile marketing value chain
- Figure 2.4. Examples of mobile ad networks
- Figure 3.1: SMS ads - number of receivers and response rates (EU5
September 2010)
- Figure 3.2: Examples of mobile messaging advertising response types
- Figure 3.3: Examples of barcodes
- Figure 3.4: QR code usage in the US and EU5 (June 2011)
- Figure 4.1: Activities done by mobile Internet Users (December 2010)
- Figure 4.2: Top UK mobile sites - visitors, page views and time (January
2010)
- Figure 4.3: Top Internet search engines (September 2011)
- Figure 4.4: Number of subscribers performing mobile search (US 2011)
- Figure 4.5: Subscribers accessing local mobile content (US January 2011)
- Figure 4.6: Popular communities (Worldwide 2011)
- Figure 4.7: Mobile social networking usage in EU5 (July 2011)
- Figure 4.8: TV, online and mobile video usage patterns - number of users
(US Q2-2011)
- Figure 5.1: Leading mobile app stores (Q3-2011)
- Figure 5.2: Advantages and disadvantages of handset-based navigation
solutions
- Figure 5.3: Android, BlackBerry and iPhone turn-by-turn navigation apps
- Figure 5.4: View from the Layar application
- Figure 5.5: Mobile music behaviour in EU5 and the US (March 2010)
- Figure 5.6: Major music streaming services in Europe (June 2011)
- Figure 5.7: Mobile subscribers using location-based check-in services
(June 2011)
- Figure 6.1: Acquisitions in the digital media industry (2010 - 2011)
- Figure 6.2: Mobile Internet as share of total Internet traffic (UK 2009 -
2011)
- Figure 6.3: Internet statistics on mobile platforms (UK July 2011)
- Figure 6.4: Comparison of CPM levels by media (2011)
- Figure 6.5: Typical CPM rates for mobile advertising (2011)
- Figure 6.6: Typical CPM rates for Internet and mobile advertising (US 1998
- 2011)
- Figure 6.7: Mobile advertising sensitivity analysis
- Figure 6.8: Total and digital advertising revenues by region (Worldwide
2010 - 2016)
- Figure 6.9: Mobile advertising revenues and forecast by region (Worldwide
2010 - 2016)
- Figure 6.10: Mobile advertising revenue forecasts for selected markets
(2010 - 2016)
- Figure 7.1: Top advertising agencies (2010)
- Figure 7.2: Examples of specialised mobile advertising agencies
