全球行動廣告市場（第3版）

全球行動廣告市場（第3版） 是由出版商Informa Telecoms & Media在2010年10月所出版的。 這份英文市場調查報告書價格從美金4792起跳。

簡介

本報告書為全球行動廣告市場的現狀與前景之相關調査分析，包含主要契約・合作、產品・服務發表等最新情報、生態系統以及價值鏈、各種商務模式・定價戰略等分析、廣告類型・各主要國市場成長預測（∼2015年）、主要企業簡介等，包含互動預測工具的概述如下。

調査内容

• 行動廣告市場的詳細分析
  • 契約・合作
  • 產品・服務發表
  • 行動裝置應用風潮的影響
  • 行動裝置檢索・M商務的成長之影響
  • M&A之成果
  • Google以及Apple的影響力
  • 生態系統・價值鏈中的主要企業簡介
  • 市場機會與課題
  • 各市場劃分分析
    • 行動訊息廣告
    • 行動裝置網路廣告
    • 內容內的内行動廣告
    • 利用行動應用的廣告
  • 各種商務模式
  • 各種定價戰略
  • 主要企業的收益預測
  • 主要地區/國家的市場預測：∼2015年
    • 美國
    • 英國
    • 日本
    • 印度
    • 中國
      • 行動訊息廣告
      • 行動裝置網路廣告
      • 內容內的内行動廣告
      • 利用行動應用的廣告

目錄

Abstract

“Google' s acquisition of AdMob and Apple' s acquisition of Quattro Wireless, validates the mobile advertising market opportunity, and has resulted in brands and agencies now more actively considering mobile for their campaigns.” Shailendra Pandey, Senior Analyst, Informa Telecoms & Media.

Mobile advertising is not yet a high-volume high-revenue business but we are now seeing increasing examples of successful mobile advertising campaigns. The mobile advertising industry has moved ahead from the trial and experimental phase and many brands are now spending significant sums on mobile advertising campaigns on a regular basis. The high market fragmentation continues to restrict market growth and looks unlikely to lessen anytime soon. In fact, market fragmentation may escalate due to possible anti-competitive practices of Apple, Google and other big players.

New report format:

• New Report format - designed for sharing - This research is available from our online store either as a hardcopy report or electronic format, featuring a series of PDF, PPT and XLS files, each designed to provide you with business critical intelligence which is easy to share with your colleagues.
• Interactive Forecast Tool - The report also includes the Mobile Advertising Interactive Forecast Tool, which contains a range of dynamic tables and charts controlled via the use of drop-down boxes to allow the user to choose unique combinations of geographic regions and output metrics for display. Crucially, the tool also contains three scenarios (Core, Conservative & Aggressive) to help users understand the level of opportunity and risk that exists within the mobile advertising market.

Key coverage:

• An in-depth assessment and analysis of the Current Mobile Advertising Market - this analysis includes detailed information relating to mobile advertising industry deals, and product/service announcements in 2010.
• Also, analysis on the impact of Mobile Apps market boom, and Mobile Search and M-Commerce growth on mobile advertising.
• An analysis of the outcome of mobile advertising market acquisitions in recent years and the growing influence of Google and Apple in the market.
• Detailed profiling of the mobile advertising Ecosystem and Value Chain players and highlighting the opportunities and challenges they face in a rapidly growing industry.
• Market segmentation and detailed analysis of mobile messaging advertising, mobile Internet advertising, in-content mobile advertising and advertising using mobile apps.
• Comprehensive analysis of the various mobile advertising business models, pricing strategies, and expected revenues for value chain players.
• Global, regional and country level (5 markets - US, UK, Japan, India and China) forecasts to 2015 for mobile messaging advertising, mobile Internet advertising, in-content mobile advertising and advertising using mobile apps.

What' s new in this edition?

This now includes an easy-to-use interactive Excel forecast tool, which enables you to view, compare and analyse all the forecasts, and generate more data sets and charts than those included in the report.

The report includes detailed analysis and forecasts to 2015 on the Global Mobile Advertising market including - All regions: North America, Latin America, Asia Pacific Developed, Asia Pacific Developing, Western Europe, Eastern Europe, Africa and Middle East.

Analysis of the outcome of mobile advertising market acquisitions in recent years and the growing influence of Google and Apple in the market.

Assessment of the impact of mobile apps market explosion including detailed analysis, market sizing, and revenue forecasts for in-app mobile advertising.

New case studies and analysis of mobile advertising campaigns.

Key questions addressed in Mobile Advertising research:

• What has been the impact of acquisitions and partnerships that have happened in the mobile advertising industry in recent years?
• What strategies should operators adopt to ensure they can compete with the likes of Google and Apple?
• How are the Mobile App Stores driving the growth of the mobile advertising industry?
• What are the opportunities and challenges for the various mobile advertising value chain players including the advertisers/brands, mobile ad agencies, mobile ad networks, ad enablers and network optimisers, platform vendors, mobile search providers, content publishers and app developers, and mobile operators?
• What are the various mobile advertising business models, pricing strategies, and what revenues can be expected for the different value chain players?

The research focuses on the latest developments within mobile advertising including:

• The Impact of Apple' s acquisition of Quattro Wireless and the launch of the iAd advertising platform, as well as the acquisition of AdMob by Google.
• The growing trend among companies to launch their branded mobile apps for advertising and CRM purposes.
• Increasing use of mobile phones in fully-integrated cross-media campaign plans that include TV, radio, cinema, online, print, outdoor and direct mail.
• The strong growth of mobile search with Google reporting a 500% growth in mobile search queries between 2008 and 2010.
• The impact of the growth of m-commerce on the mobile advertising market.
• The growing opportunities for mobile advertising technology and platform vendors with the shift in operators' attitude from building in-house systems towards the purchase and outsourcing of mobile ad-serving platforms.

The research focuses on the latest developments within mobile advertising including:

• Mobile Operators - Understand how the market is likely to change over the next 5 years and identify strategies to ensure they can compete with online players such as Google and device vendors such as Apple and Nokia.
• Content Publishers and Mobile App Developers - Discover opportunities that are available in the mobile advertising sector, and identify new business models to grow their revenues.
• Technology and Platform Vendors - Gain in-depth market knowledge to develop and offer a fully managed mobile advertising solution to their customers.
• Handset Vendors - Identify the market opportunity and determine the role they can play to get a share of mobile advertising revenues.
• Ad Agencies - Increase their understanding of the mobile medium beyond SMS campaigns and ensure they have the right strategies in place to benefit from the expected strong market growth in the coming years.
• Mobile Ad Networks and Network Optimisers - learn ways to increase fill rates and ensure the availability of high quality mobile advertising inventory on their network.
• Brands and Advertisers - Gain insights into the market trends and learn how they can ensure a good ROI from mobile advertising campaigns.

• Mobile Advertising 3rd edition - PowerPoint file (40 slides)
• Mobile Advertising Interactive Forecast Tool - Excel file
• Authors
• Mobile advertising today and new market trends
  • Fig. 1: Mobile advertising industry deals, Jan to July 2010
  • Fig. 2: Mobile advertising service/ product announcements, 1H10
  • Fig. 3: Mobile application store "In-App" ad-insertion initiatives
  • Fig. 4: Multiscreen consumer engagement strategy
  • Fig. 5: Disney's approach to engaging with consumers on mobile
  • Fig. 6: How often users purchase products/services via mobile phones
  • Fig. 7: eBay Mobile app user interface
  • Fig. 8: Mobile search queries driven by need for local information
  • Fig. 9: Augmented Reality use cases
• Mobile advertising: Outcome of market acquisitions
  • Fig. 1: Mobile-ad-firm acquisitions, 2007-2010
  • Fig. 2: Contrasting mobile advertising forecasts, 2006-2018
  • Fig. 3: Contrasting visions for mobile advertising
• Mobile advertising: Market overview and segmentation
  • Fig. 1: Relationship between mobile advertising and marketing
  • Fig. 2: Mobile advertising: Key market drivers and barriers
  • Fig. 3: Subscriber penetration of mobile data services, 2009-2014
  • Fig. 4: Global smartphone sales, 2009-2015
  • Fig. 5: Global mobile payments, gross transaction value, 2009-2013
  • Fig. 6: Mobile advertising market segmentation
  • Fig. 7: Mobile advertising measurement metrics
• Mobile advertising ecosystem and value chain
  • Fig. 1: Mobile advertising ecosystem and value chain
  • Fig. 2: Top 10 mobile advertising verticals ranked by spend, 1Q10 and 2Q10
  • Fig. 3: Mobile advertising agencies
  • Fig. 4: Largest mobile ad networks
  • Fig. 5: Geographical focus of leading mobile ad networks
  • Fig. 6: Mobile advertising platform vendors
  • Fig. 7: Mobile advertising enablers and network optimizers
  • Fig. 8: Mobile search engines and directories
  • Fig. 9: Mobile advertising - other ecosystem players
• Mobile Internet advertising
  • Fig. 1: Selected countries, online as a percentage of all media spend, 2009
  • Fig. 2: Mobile Internet display and search advertising
  • Fig. 3: Mobile search versus desktop search
  • Fig. 4: Mobile Internet advertising, post-ad click destinations
  • Fig. 5: Three-tier pricing model in mobile advertising
  • Fig. 6: Global mobile Internet display advertising revenues, by region, 2009-2015
  • Fig. 7: Global mobile Internet display advertising revenues, by region and major market, 2009-2015
  • Fig. 8: Global mobile Internet search advertising revenues, by region, 2009-2015
  • Fig. 9: Global mobile Internet search advertising revenues, by region and major market, 2009-2015
• Mobile in-content advertising
  • Fig.1: In-content mobile advertising
  • Fig. 2: Apple App Store downloads vs. free application growth, 2Q08-1Q10
  • Fig. 3: Mobile content pricing models
  • Fig. 4: Global mobile in-app advertising revenues, by region, 2009-2015
  • Fig. 5: Global mobile in-app advertising revenues, by region and major market, 2009-2015
  • Fig. 6: Global mobile in-content advertising revenues, by region, 2009-2015
  • Fig. 7: Global mobile in-content advertising revenues, by region and major market, 2009-2015
• Mobile messaging advertising
  • Fig. 1: Advantages of SMS advertising
  • Fig. 2: Advantages of MMS advertising
  • Fig. 3: Global SMS and MMS advertising revenues, 2009-2015
  • Fig. 4: Global SMS advertising revenues, by region, 2009-2015
  • Fig. 5: Global SMS advertising revenues, by region and major market, 2009-2015
  • Fig. 6: Global MMS advertising revenues, by region, 2009-2015
  • Fig. 7: Global MMS advertising revenues, by region and major market, 2009-2015
• Mobile advertising market forecasts
  • Fig.1: Market scenarios for mobile advertising forecasts
  • Fig. 2: Global mobile advertising revenues, by type, 2009-2015
  • Fig. 3: Global mobile advertising, revenue share by type, 2010
  • Fig. 4: Global mobile advertising revenues, by type, 2009-2015
  • Fig. 5: Global mobile advertising, revenue share by type, 2010 and 2015
  • Fig. 6: Mobile advertising revenue share, by region, 2010 and 2015
  • Fig. 7: North America, mobile advertising revenues, by type, 2009-2015
  • Fig. 8: US, mobile advertising revenues, by type, 2009-2015
  • Fig. 9: Latin America, mobile advertising revenues, by type, 2009-2015
  • Fig. 10: Asia Pacific Developed, mobile advertising revenues, by type, 2009-2015
  • Fig. 11: Japan, mobile advertising revenues, by type, 2009-2015
  • Fig. 12: Asia Pacific Developing, mobile advertising revenues, by type, 2009-2015
  • Fig. 13: China, mobile advertising revenues, by type, 2009-2015
  • Fig. 14: India, mobile advertising revenues, by type, 2009-2015
  • Fig. 15: Western Europe, mobile advertising revenues, by type, 2009-2015
  • Fig. 16: UK, mobile advertising revenues, by type, 2009-2015
  • Fig. 17: Eastern Europe, mobile advertising revenues, by type, 2009-2015
  • Fig. 18: Africa, mobile advertising revenues, by type, 2009-2015
  • Fig. 19: Middle East, mobile advertising revenues, by type, 2009-2015
• Case study: Mobile advertising network BuzzCity targets the “unwired”
  • Fig. 1: BuzzCity mobile media properties
  • Fig. 2: BuzzCity SWOT analysis
• Case study: Affle's mobile advertising platform: SMS with a twist
• Affle's SMS browser and advertiser creative
• Case study: Mobixell's mobile advertising services target the wealth of operatorowned ad inventory
  • Fig. 1: Mobixell, mobile advertising platform, Aug-10
  • Fig. 2: Mobixell, advertising-platform SWOT analysis, Aug-10
• Case study: Mobage Town's social-gaming business strategy
  • Fig. 1: Mobage Town, content offerings
  • Fig. 2: Mobage Town, social-game categories
  • Fig. 3: Mobage Town, revenue model
  • Fig. 4: DeNA, examples of 3D avatars linked with social games
  • Fig. 5: Monthly page views by gaming platform, Apr-09 to Mar-10
  • Fig. 6: Mobage Town, revenue breakdown, 4Q FY09-4Q FY10

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