行動廣告及行銷

Abstract

Mobile has long represented little more than a rounding error in most advertising and marketing budgets, despite the burgeoning number of mobile users and their increasingly sophisticated devices and usage patterns.

As with online advertising, dollars flowing to mobile will continue to lag behind consumer usage of the channel. And compared with online ad spending, mobile looks minuscule: eMarketer estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, compared with the nearly $24 billion that will be spent overall for online advertising.

While many marketers have been reluctant to embrace a channel that lacks proven use cases, an increasing number have begun to realize the “additive effect” of mobile on their other advertising and marketing efforts. As smartphones proliferate and marketers move beyond experimentation, budgets will steadily increase. eMarketer predicts that spending on mobile advertising will gain momentum over the next five years, reaching $1.56 billion by 2013.

• What is the outlook and growth trajectory for mobile advertising and marketing?
• What formats are available to marketers, and which show the most promise?
• How is the mobile marketing landscape changing?
• Where can marketers turn for help?
• This eMarketer report will answer these questions and help you put mobile marketing to work.

Table of Contents

Executive Summary

• US Mobile Advertising Spending, 2008-2013 (millions)
• Key Questions

The eMarketer View

• Key eMarketer Numbers - Mobile Advertising and Marketing

Ad Spending Outlook

• Spending Trends
  • Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
  • Comparative Estimates: US Mobile Advertising Spending Growth, 2009-2013 (% change)
  • US Mobile Advertising Revenues, by Format, 2008 & 2013 (millions and % of total)
  • US Mobile Advertising Spending Share, by Format, 2008-2013 (% of total)
  • US Mobile Advertising Spending, by Format, 2008-2013 (millions)
  • US Mobile Ad Spending Growth, by Format, 2009-2013 (% change)
• Marketer Outlook
  • Change* in Marketing Spending by US Marketers, by Tactic, May 2009 (% of respondents)
  • Change* in Marketing Spending by Their Clients According to US Marketing Agencies, by Tactic, May 2009 (% of respondents)
  • Change* in Advertising Spending According to US Advertisers, by Media, February 2009 (% of respondents)

Incorporating Mobile into Budgets and Plans

• Budgeting
  • Mobile Marketing Plan in 2010 According to US Brand Marketers and Ad Agencies (% of respondents)
• Where are mobile budgets coming from?
• Planning

Understanding the Audience

• Share of Mobile Web Activity, by Browser/Platform, August 2009 (% of total)
• Attitudes Toward Mobile Marketing and Advertising
  • US Mobile Phone Users Who Have Participated* in a Mobile Marketing Campaign, by Age, 2008 (% of respondents in each group)
  • Demographic Profile of US Mobile Subscribers Who Received Text Message Ads, May 2009 (% reach in each group)
  • Demographic Profile of US Mobile Phone Users Who Recall Viewing Mobile Advertising, Q1 2009 (% of respondents in each group)
  • US Mobile Phone Users Who Have Participated* in a Mobile Marketing Campaign, by Activity, 2008 (% of respondents)
  • US Mobile Subscribers Who Would Be Willing to View Mobile Ads*, 2008 (% of respondents)
  • Number of Mobile Ads per Day that US Mobile Subscribers Would Be Willing to View*, 2008 (% of respondents)

Marketing Choices: Unraveling the Complexity

• Display
  • Leading US Industries, Ranked by Share of Mobile Advertising Instances, May 2008 & April 2009
  • US Mobile Advertising Monetization Rates, by Industry, April 2009
• Mobile Search
  • Share of Mobile Searches in the US, by Search Engine, January-August 2009 (% of total)
• Messaging
  • US Mobile Content Penetration, by Type, Q1 2008-Q1 2009 (% of total mobile subscribers)

Measuring Success

• What metrics and ROI should marketers establish for mobile?
• What are some best practices for approaching mobile?

Conclusions

Endnotes

• 106463
  • Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
• 106464 | 106465 | 106466 | 106475
  • US Mobile Advertising Spending, 2008-2013 (millions)
  • US Mobile Advertising Spending, by Format, 2008-2013 (millions)
  • US Mobile Advertising Spending Share, by Format, 2008-2013 (% of total)
  • US Mobile Ad Spending Growth, by Format, 2009-2013 (% change)
• 106476
  • Key eMarketer Numbers - Mobile Advertising and Marketing
• 106615
  • Comparative Estimates: US Mobile Advertising Spending Growth, 2009-2013 (% change)

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