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市場調查報告書 - 220576

行動廣告市場展望(2011-2016年)

Mobile Advertising 2011-2016: Industry Outlook Report

出版商 Visiongain
出版日期 2011年09月19日 內容資訊 英文
價格
行動廣告市場展望(2011-2016年) Mobile Advertising 2011-2016: Industry Outlook Report
出版日期: 2011年09月19日 內容資訊: 英文
簡介

由於手機,尤其是智慧型裝置的驚異成長,讓廣告商務更加爆發性地進入個人行動這樣的領域內。全球行動廣告收益預計在今後五年間將成長到三倍的規模,到2016年將達到168億5,000萬美金。

本報告提供行動廣告市場展望與市場機會調查分析,彙整行動廣告的各種途徑,有效的行動廣告策略驗証,行動廣告的生態系統和主要相關企業,不同地區的主要趨勢,廣告類型·不同地區的廣告收益預測(∼2016年),對MNO的建議等資料,為您概述為以下內容。

摘要整理

第1章 簡介

第2章 行動廣告途徑

  • SMS·MMS行銷
  • 待機圖片
  • 定位服務
  • 定位性廣告
  • 當地相關廣告行銷
  • 行動折價券
  • 行動網廣告
  • MNO&入口網站廣告行銷
  • 行動應用程式
  • 廣告遊戲
  • 行動影音
  • 行動音樂

第3章 有效的行動廣告策略引進

  • 分析所扮演的角色
  • 行動SEO的改良
  • 分析·資料·接觸
  • 生態系統被分化加劇了其技術上的課題
  • 需克服地理情報的不法收集之危險
  • MNO的永續策略的架構
  • MNO與廣告
  • 恰當的行動行銷&廣告解決方案的選擇

第4章 行動廣告&行銷的生態系統

  • OEM&OTT內容·服務供應商
    • Google
    • Apple
    • Yahoo!
    • Microsoft
  • 行動廣告代理店
    • Clanmo
    • Sponge
    • Mobile Dreams Factory
    • Phonevalley
    • Hungama Mobile
    • Grupo.Mobi
    • 特定行動廣告代理店的成功
  • 行動廣告網路
    • BuzzCity
    • Hands
    • InMobi
    • Jumptap
    • Millennial Media
    • Mobile Theory
    • 行動廣告網路 比較
  • 行動廣告交換伺服器
    • JiWire
    • Velti - mGage & MobClix
    • Nexage
    • Rhythm NewMedia(採訪摘錄)
    • Smaato
    • 行動廣告交換比較
  • 行動廣告平台
    • Amobee
    • Guohe Ad
    • Mobilera
    • Navteq Media
  • 以行動廣告為基礎的經營模式·服務
    • Ad-Pod
    • Celltick Technologies
    • Mobile Posse
    • tyntec(採訪摘錄)
    • Blyk(採訪摘錄)
    • 行動廣告的經營模式·服務比較

第5章 主要地區市場

  • 美國
  • 金磚四國的動態成長
  • 亞太地區
  • 歐洲的主要5個國家(英國·義大利·法國·德國·西班牙)
  • 非洲·中東

第6章 總論

  • 行動行銷產業分析
  • 行動廣告的途徑和形態:應用程式 vs 網際網路
  • 貨幣化的機會及行動廣告收益的推進
  • 行動行銷&廣告:未來趨勢
  • 對MNO的建議

第7章 用語等

附錄

圖表

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

Table of Contents

Executive Summary

  • E.1. The Rise of Mobile Advertising
  • E.2. Leveraging the Right Channels
  • E.3. A Complex Value Chain
  • E.4. Growth Opportunities Shaping the Industry

1. Introduction

  • 1.1. The Global Advertising Industry
  • 1.2. Breaking-Down Advertising by Media Type
  • 1.3. Digital Media Advertising Driven by SMBs and Endemic Advertisers
  • 1.4. Smart Device Growth to Drive the Mobile Services Market
  • 1.5. Mobile Internet Attracts Advertising Revenues
  • 1.6. Mobile Ad Formats
  • 1.7. From Text to Rich Media Display
  • 1.8. Adapting Mobile Advertising Strategies to User Habits
  • 1.9. The Aim & Scope of the Report
  • 1.10. Questions Answered by the Report
  • 1.11. Structure of the Report
  • 1.12. Methodology

2. Understanding Mobile Advertising Channels

  • 2.1. SMS and MMS Marketing
    • 2.1.1. Short Codes
    • 2.1.2. Pull & Pull Messaging
    • 2.1.3. An Uncontested Mobile Advertising Platform
  • 2.2. Idle Screen
  • 2.3. Location-Based Services: A Game Changer for Mobile Advertising
  • 2.4. Location Based Advertising
  • 2.5. Proximity Marketing
    • 2.5.1. Bluetooth Marketing
    • 2.5.2. Mobile Barcodes
    • 2.5.3. Near Field Communication
  • 2.6. Mobile Coupons
  • 2.7. The Mobile Web
  • 2.8. Mobile Search
    • 2.8.1. Mobile Search Leads to More Purchasing
    • 2.8.2. MNOs & Portal Deals
  • 2.9. Mobile Applications
    • 2.9.1. Market Size by Additional In-App Billed Revenue
    • 2.9.2. The Ad-Funded Model
    • 2.9.3. Branded Apps
    • 2.9.4. Mobile Media-Related Apps
    • 2.9.5. Mobile Shopping & Commerce Related Apps
  • 2.10. Advergaming
  • 2.11. Mobile Video
    • 2.11.1. How MNOs Might Slow Mobile Video Ad Growth
  • 2.12. Mobile Music

3. Deploying a Successful Mobile Advertising Strategy

  • 3.1. The Role of Analytics
    • 3.1.1. Display Advertising Tiers
    • 3.1.2. Mobile Ad Networks
      • 3.1.2.1. Blind Networks
      • 3.1.2.2. Premium Blind Networks
      • 3.1.2.3. Premium Networks
  • 3.2. Improving Mobile Search Engine Optimisation
  • 3.3. Analytics, Data and Reach
  • 3.4. Technical Challenges Exacerbated by a Fragmented Ecosystem
  • 3.5. Overcoming the Dangers of Unauthorised Collection of Location Data
  • 3.6. Building a Sustainable Strategy for MNOs
  • 3.7. MNOs and Advertising
    • 3.7.1. Turkcell
    • 3.7.2. Orange & OpenX
    • 3.7.3. AT&T and Pinger
    • 3.7.4. Mobixell Network Solutions
    • 3.7.5. MNO Joint Ventures
    • 3.7.6. Partnerships with OTT Content & Service Providers
  • 3.8. Choosing the Right Mobile Marketing and Advertising Solution

4. The Mobile Advertising & Marketing Ecosystem

  • 4.1. OEMs & OTT Content and Service Providers
    • 4.1.1. Google
      • 4.1.1.1. Mobile Search Advertising with AdWords
      • 4.1.1.2. Click-to-Call and Call Metrics
      • 4.1.1.3. Mobile Ad Sitelinks
      • 4.1.1.4. Hyperlocal Distance Information with Location Extensions
      • 4.1.1.5. The AdMob Network
      • 4.1.1.6. AdSense and AdMob Integration for Mobile Content
      • 4.1.1.7. DoubleClick in Mobile
    • 4.1.2. Apple
      • 4.1.2.1. iAd Network
      • 4.1.2.2. How Successful is the iAd Network?
    • 4.1.3. Yahoo!
    • 4.1.4. Microsoft
  • 4.2. Mobile Advertising Agencies
    • 4.2.1. Clanmo
    • 4.2.2. Sponge
    • 4.2.3. Mobile Dreams Factory
    • 4.2.4. Phonevalley
    • 4.2.5. Hungama Mobile
    • 4.2.6. Grupo.Mobi
    • 4.2.7. The Success of Niche Mobile Ad Agencies
  • 4.3. Mobile Advertising Networks
    • 4.3.1. BuzzCity
    • 4.3.2. Hands
    • 4.3.3. InMobi
    • 4.3.4. Jumptap
    • 4.3.5. Millennial Media
    • 4.3.6. Mobile Theory
    • 4.3.7. Comparison Table of Mobile Ad Networks
  • 4.4. Mobile Ad Exchange Servers
    • 4.4.1. JiWire
    • 4.4.2. Velti - mGage & MobClix
    • 4.4.3. Nexage
    • 4.4.4. Rhythm NewMedia - Excerpt Interview
      • 4.4.4.1. Key Trends in Mobile Advertising
      • 4.4.4.2. Obstacles for Mobile Video Advertising
      • 4.4.4.3. Rhythm NewMedia Key Strengths
    • 4.4.5. Smaato
    • 4.4.6. Comparison Table of Mobile Ad Exchanges
  • 4.5. Mobile Ad Platforms
    • 4.5.1. Amobee
    • 4.5.2. Guohe Ad
    • 4.5.3. Mobilera
    • 4.5.4. Navteq Media
  • 4.6. Mobile Ad Based Business Models and Services
    • 4.6.1. Ad-Pod
    • 4.6.2. Celltick Technologies
    • 4.6.3. Mobile Posse
    • 4.6.4. tyntec- Excerpt Interview
      • 4.6.4.1. Key Trends in Mobile Advertising
      • 4.6.4.2. Technological Developments
      • 4.6.4.3. Issues Facing Mobile Advertising
      • 4.6.4.4. Future Growth
      • 4.6.4.5. tyntec Services & Product Overview
      • 4.6.4.6. tyntec Competitive Advantage
      • 4.6.4.7. tyntec Growth Prospects
    • 4.6.5. Blyk - Excerpt Interview
      • 4.6.5.1. Key Trends in Mobile Advertising
      • 4.6.5.2. Technological Developments
      • 4.6.5.3. Issues Facing Mobile Advertising
      • 4.6.5.4. Future Growth
      • 4.6.5.5. Blyk Services & Product Overview
      • 4.6.5.6. Blyk Competitive Advantage
      • 4.6.5.7. Blyk Growth Prospects
    • 4.6.6. Comparison Table of Mobile Ad Based Business Models and Services

5. Leading Regional Markets

  • 5.1. The United States - Country Analysis
  • 5.2. Dynamic Growth in BRIC Countries
    • 5.2.1. Brazil
    • 5.2.2. Russia
    • 5.2.3. India
    • 5.2.4. China
  • 5.3. Asia-Pacific - Regional Analysis
    • 5.3.1. The Domination of South-East Asia
    • 5.3.2. Beyond Japan and South Korea
  • 5.4. The European 5: UK, Italy, France, Germany & Spain
  • 5.5. Africa & The Middle East - Regional Analysis
    • 5.5.1. Delivering Mobile Advertising to a Growing African Market
    • 5.5.2. New Markets Opened By the Arab Spring Revolutions
    • 5.5.3. A Prosperous But Closed Market in the Middle East
  • 5.6. Chapter Conclusions

6. Conclusions

  • 6.1. Mobile Marketing Industry Analysis
  • 6.2. Mobile Advertising Channels and Formats: Apps vs. Internet
    • 6.2.1. Banking On Apps
    • 6.2.2. Will Pure Mobile Internet Play Trump Apps in the Long Run?
  • 6.3. Monetising Opportunities will Drive Mobile Advertising Revenue
  • 6.4. Mobile Marketing and Advertising Future Trends
  • 6.5. Recommendations For MNOs
    • 6.5.1. Challenge OTT Service & Content Providers
    • 6.5.2. Apply Best Practices to Mobile Advertising
    • 6.5.3. Use the Position in the Value Chain to Your Advantage
    • 6.5.4. Capitalise on Data Floe through Your Network
  • 6.6. Key Findings of the Report

7. Glossary

Appendix A

  • About visiongain

Appendix B

  • Visiongain report evaluation form

List of Tables

  • Table 1.1: Global Advertising Market CAGR 2010 - 2016
  • Table 1.2: CAGR Forecast by Medium 2011 - 2016
  • Table 1.3: Mobile Advertising CAGR Forecast by Region 2011 - 2016
  • Table 1.4: Rich Media Mobile Advertising Units
  • Table 1.5: Mobile User Marketing Trends 2011
  • Table 2.1: SMS & MMS Advertising Units
  • Table 2.2: Mobile behaviour in the US, EU5 (UK, Germany, France, Spain and Italy) and Japan - October, November, December 2010
  • Table 2.3: Consumer Survey on Mobile Search March 2011
  • Table 2.4: US Search Engine Carrier Alliances 2011
  • Table 2.5: UK & US Page Views from Search Portals 2011
  • Table 2.6: In-App Display Advertising Units
  • Table 2.7: Mobile Video and TV Advertising Unit Definitions
  • Table 3.1: Mobile Advertising Glossary
  • Table 3.2: Mobile vs. Desktop Searches Affecting SEO
  • Table 3.3: Analytics, Data & Reach of Mobile & Internet Players
  • Table 4.1: Yahoo Mobile Ad Formats
  • Table 4.2: Mobile Advertising Agencies
  • Table 4.3: Clanmo Services and Platforms
  • Table 4.4: Mobile Ad Networks
  • Table 4.5: Ad Network Comparison Table
  • Table 4.6: Mobile Ad Exchange Servers & Optimisation Platforms
  • Table 4.7: Comparison of Mobile Ad Exchanges
  • Table 4.8: Mobile Advertising Platforms
  • Table 4.9: Ad Based Business Models and Services
  • Table 4.10: Comparison of Mobile Ad Based Business Models and Services
  • Table 5.1: BRIC Mobile Advertising Market Forecast CAGR 2011 - 2016
  • Table 5.2: Key Mobile Advertising Players in Brazil 2011
  • Table 5.3: Key Mobile Advertising Players in Russia 2011
  • Table 5.4: Key Mobile Advertising Players in India 2011
  • Table 5.5: Key Mobile Advertising Players in China 2011
  • Table 5.6: Key Mobile Advertising Players in Japan, Korea and Australia 2011
  • Table 5.7: EU5 Mobile Advertising Market Forecast CAGR 2011 - 2016
  • Table 5.8: Key Mobile Advertising Players in EU5 2011
  • Table 5.9: Middle East & Africa Mobile Advertising Market Forecast CAGR 2011 - 2016
  • Table 5.10: Key Mobile Advertising Players in Africa & The Middle East 2011
  • Table 6.1: SWOT Analysis of the Mobile Advertising Market 2011

List of Charts

  • Chart 1.1: Global Advertising Market Forecast 2010 - 2016
  • Chart 1.2: Global Advertising Market Forecast by Medium 2011 - 2016
  • Chart 1.3: Global Advertising Market Share Forecast by Medium 2011 & 2016
  • Chart 1.4: Mobile Penetration and Internet Access Worldwide and by Market 2010
  • Chart 1.5: Global Smartphone, PC & Tablet Shipments 2005 - 2016
  • Chart 1.6: Projected Mobile Advertising Revenues 2011 - 2016
  • Chart 1.7: Global Mobile Advertising Market Share & Revenues by Type 2011
  • Chart 2.1: Global Location Based Advertising Revenues 2011 - 2016
  • Chart 2.2: US Consumer Mobile Coupon Spending 2011 - 2016
  • Chart 2.3: Mobile Search Market Share by Region 2011
  • Chart 2.4: Global Mobile App Market Size by Download 2011 - 2016
  • Chart 2.5: Advertising Revenue vs. In-App Purchases Revenue 2011 - 2016
  • Chart 2.6: Advertising Spend on In-app Adverts 2010 - 2016
  • Chart 2.7: Mobile Gaming Advertising Revenue 2011 - 2016
  • Chart 3.1: Ad Networks CPC - Monthly Impressions 2009 & 2010
  • Chart 4.1: US Mobile Advertising Market Share 2011
  • Chart 4.2: Mobile Operating System Click Through Rates on Jumptap Network 2011
  • Chart 5.1: Projected US Mobile Advertising Revenues 2011 - 2016
  • Chart 5.2: BRIC Mobile Advertising Market Forecast 2011 - 2016
  • Chart 5.3: EU5 Mobile Advertising Market Forecast 2011 - 2016
  • Chart 5.4: Middle East & Africa Mobile Advertising Market Forecast 2011 - 2016
  • Chart 5.5: Mobile Advertising Market Share 2011 & 2016

List of Figures

  • Figure 1.1: Major Types of Advertising
  • Figure 2.1: Idle Screen Advertising
  • Figure 2.2: Location Based Advertising
  • Figure 2.3: Mobile Barcodes
  • Figure 2.4: NFC & Mobile Wallet
  • Figure 2.5: Mobile Coupons
  • Figure 2.6: Mobile Websites
  • Figure 2.7: Google Consumer Survey - Where Smartphone is Used
  • Figure 2.8: Google Consumer Survey - Types of Mobile Ads Notices
  • Figure 3.1: Display Advertising Tiers
  • Figure 3.2: Analytics, Information Quality and Reach
  • Figure 3.3: Turkcell Mobile Marketing Products
  • Figure 3.4: Mobixell Ad-It
  • Figure 4.1: Mobile Advertising Value Chain
  • Figure 4.2: Google Mobile Ads Solutions
  • Figure 4.3: Google Click-to-Call Feature
  • Figure 4.4: Google Hyperlocal Advertising
  • Figure 4.5: AdMob Display Formats
  • Figure 4.6: AdSense on Mobile
  • Figure 4.7: Campbell's Soup iAd
  • Figure 4.8: iAd Page Template
  • Figure 4.9: Hugo Boss mCampaign
  • Figure 4.10: Nissan Jukepainting App
  • Figure 4.11: BuzzCity Ads Served August 2011
  • Figure 4.12: BuzzCity Campaign Data for India 2011 - Handset OS & Channel
  • Figure 4.13: InMobi Impression Volume & Composition and Global OS Share July 2011
  • Figure 4.14: Millennial Media Top Manufacturers Share by Impressions - July 2011
  • Figure 4.15: JiWire Compass Ads Screen Shot
  • Figure 4.16: Rhythm NewMedia Video Ad Formats
  • Figure 4.17: Smaato SOMA Overview
  • Figure 4.18: Navteq Media Solutions LPA Screenshot
  • Figure 4.19: Ad-pods Media Formats
  • Figure 5.1: Survey Advertising and Promotion Sender in Brazil 2011
  • Figure 6.1: Benefits of Apps for Mobile Marketing

Companies Listed

  • 01design
  • 12snap
  • 2dayuk
  • 2ergo
  • 3C Interactive
  • 3rdspace
  • 3rdVine
  • 4INFO
  • 4th Screen
  • 58
  • 5ml
  • 5th Finger
  • Acceleration Media
  • AccuraCast
  • AdCell
  • AdChina
  • Adfonic
  • Adfortel
  • Adinfuse
  • Ad.IQ
  • AdiQuity
  • Adnetik
  • Adnib
  • AdMarvel
  • AdMob
  • Admoda
  • AdPods
  • Adsmedia
  • Advine
  • Adways
  • AdWhirl
  • Adultmoda
  • Aepona
  • Aerodeon
  • AgenciaClick
  • Aggregato Mobile
  • AIS
  • AirAD
  • Airtel
  • Ameba
  • Amobee
  • Ansible
  • AOL
  • Apple
  • Appsavvy
  • Asatsu
  • AT&T
  • Bartle Bogle Hegarty
  • Bascule
  • Blismobile
  • BlueCity
  • Bluepod
  • Blyk
  • Beecell
  • Beeline
  • Big Mobile
  • Bing
  • BLIP Systems
  • Boku
  • Branchmaps
  • BrandMobile
  • Brandsh
  • BSNL
  • Buongiorno
  • BuzzCity
  • Byte Mobile
  • CA Mobile
  • Carat
  • Cardboard Fish
  • Cauly
  • Casee
  • Catchwind
  • Cell C
  • Cellempower
  • Celltick Technologies
  • Changing Worlds
  • China Mobile
  • China Telecom
  • China Unicom
  • Clanmo
  • Claro
  • Clickatell
  • Comverse
  • Contnet
  • Ctrip
  • Customline
  • Cytech
  • D2C Shanghai
  • D2 Communications
  • DAC
  • DealBoss
  • Dianping
  • DIDMO
  • DoubleClick
  • Du
  • Etisalat
  • F.biz
  • Fetch Media
  • Flagship
  • Flytxt
  • Friendticker
  • Futurlink
  • Ganji
  • GigaFone
  • GlamMobile
  • Goldspot
  • Google
  • Grapevine
  • Greystripe
  • Grupo Mobi
  • GuoheAd
  • Habari Media
  • Hakuhodo
  • Hands
  • Hanzo
  • Hungama Mobile
  • Hunt Mobile
  • iAd
  • Idea
  • i-digital
  • iLoop mobile
  • Impact Mobile
  • Incentivated
  • InMobi
  • innerActive
  • Insemo
  • Intigral
  • iptune
  • JiWire
  • Jubaloo
  • Julu
  • Jumptap
  • Kickanotch
  • KDDI
  • Kiip
  • Koubei
  • KT
  • KT-mhows
  • LDMobile
  • LG Uplus
  • Madhouse
  • Mad Mobile
  • MADS
  • Madvertise
  • Mango Mobile
  • mBlox
  • MediaBurst
  • Medialets
  • Mediba
  • MegaFon
  • mGage
  • Microsoft
  • Millennial Media
  • miSpot
  • mNet
  • MobageTown
  • MobClix
  • Mobext
  • MobGold
  • Mobile2win
  • Mobile Ads
  • Mobile Bus
  • Mobile Content Networks
  • Mobile Direct
  • Mobile Dreams Factory
  • Mobile Foxtel
  • Mobile Gree
  • Mobile Interactive Group
  • MobileIQ
  • Mobile One2One
  • Mobile People
  • Mobilera
  • MobileStorm
  • Mobile Theory
  • Mobile-worx
  • MobiAdz
  • Mobibase
  • Mobilians
  • Mobimasta
  • MobiMoney
  • MobiSolv
  • Mobitrans
  • Mobixell
  • Moblin
  • Mojiva
  • Motricity
  • Movidilo
  • Movistar
  • MT2
  • MTG
  • MTN
  • MTS
  • MyScreen
  • MXit
  • Navteq Media
  • Neomobile
  • Netsize
  • NetworkPlay
  • Nexage
  • Next Media
  • Nobot
  • Nokia
  • Noqoush
  • NTT Docomo
  • O2
  • Ogilvy & Mather
  • Oi
  • OM interactive
  • Oorja
  • Open Market
  • Open Mobile
  • OpenX
  • Optus
  • Orange
  • Out There Media
  • Overture
  • Phonevalley
  • Pinger
  • Plastic Mobile
  • PlayHaven
  • Playphone
  • PMG Group
  • Pocket Affiliate
  • Pocket Match
  • Puca
  • Purple Cow
  • Qanawat
  • RedeMobi
  • Reliance
  • RIM
  • Rostelecom
  • Rhythm NewMedia
  • Ruxter
  • Saudi Telecom
  • SapientNitro
  • Sendandsee
  • SingTell
  • SK Telecom
  • Smaato
  • Smart Adserv
  • SMSJock
  • Sofiyalis
  • SoftBank Mobile
  • Somo
  • Soprano
  • Spin3
  • Sponge
  • Spot On
  • Sprint
  • sQunar
  • Starfish Mobile
  • Stop N Text
  • StreamSMS
  • Swisscom
  • Tapjoy
  • Tap Tap
  • Tata
  • Telefonica
  • Telogic
  • Telstra
  • TextMarketer
  • The Dealer
  • The Hyperfactory
  • Third Screen Media
  • Three
  • TigerSpike
  • TIM
  • T-Mobile
  • TMS Factory
  • Transpera
  • Trigger
  • Turkcell
  • Two Bulls
  • txtNation
  • tyntec
  • UltraSuperNew
  • Unkasoft
  • Uplus Ad
  • Upstream
  • Vdopia
  • Velti
  • Verizon
  • Vidiemme
  • Vivo
  • Vodacom
  • Vodafone
  • Vserv
  • WAPStart
  • Waymedia
  • We Love Mobile
  • WiAd
  • Widespace
  • Wind
  • Wooboo
  • Yahoo
  • Yandex
  • YOC
  • Yoigo
  • Youmi
  • Xiam
  • Zain
  • Zapme
  • Zed
  • Zestadz

行動廣告市場展望(2011-2016年)是由出版商Visiongain在2011年09月19日所出版的。這份市場調查報告書價格從美金2633起跳。

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