行動行銷以及廣告(2012年)：課題與機會 是由出版商Mind Commerce Publishing LLC在2011年10月所出版的。
這份英文市場調查報告書包含60 Pages 價格從美金1995起跳。
最近的行動廣告市場的明顯特徵，為以全球規模的市場機會的急速擴大。做為左右過去5年行動廣告支出動向的主要要素，可以說有「行動機器」「行動技術的連結」「市場行銷的知識」等3項。
本報告，分析全球行動行銷・廣告市場的最新動向與將來動向，彙整至2020年的市場規模預測（地區別・行銷方式別）、各種個案研究、今後的市場動向預測等情報，由下列摘要形式闡述。
第1章 行動廣告的新領域開拓
- 急速變化的行動廣告環境
- 行動訊息企業的成長
- 行動訊息與行動搜尋：重要的廣告工具
- 行動影音・應用程式：成長最快的內容部門
第2章 行動行銷的機會
- 廣告支出的成長預測：2012∼2020年
- 歐洲的行動行銷市場緩步發展
- 歐洲的行動行銷活動逐漸成熟化
- 亞洲：全球行動市場的領導者
- 行動行銷支出的成長與所面臨的課題
第3章 行動行銷廠商的活動實績
第4章 經濟低迷期時給行動市場企業的建議
- 全球的市場行銷支出在2020年前將達540億美元
- 以廣告效果的即時評價吸引廣告主
圖表一覽
本文中所登場的企業一覽
- Adfonic
- Admob
- Advertising.com
- AOL
- Buzz City
- Datalogix
- Digital Trends
- Doubleclick
- eCoustics
- Google
- Greystripe
- Inmobi
- Jumptap
- Juniper
- MacCiti
- Madvertise
- Millenial Media
- Mobile Theory
- Mogreet
- Rhythm New Media
- Third Screen Media
- Vdopia
Abstract
Overview:
The mobile advertising landscape of 2011 is a blossoming field of opportunity
with a rapidly expanding horizon. The accelerated global spending growth on
mobile ad campaigns during the last five years is likely a function of three
critical areas that we will examine more closely throughout this report:
Mobile Devices, Mobile Technology Access, and Marketing Savvy. This research
evaluates the leading mobile marketing and advertising solution providers and
analyzes their products and services. The report provides forecasts and
analysis from a global perspective of mobile advertising and marketing.
The report includes:
- Up-to-date consumer survey data by region
- Forecast through 2020 including forecast by global region
- Forecast by mobile marketing type (SMS, video, search, etc.)
- Case study examples of mobile marketing and advertising in practice
- Exclusive Mobile Advertising Supplier Perception Map by technological
prowess and customer awareness/satisfaction
Audience:
- Traditional media outlets
- Mobile platform developers
- Mobile advertising networks
- Marketing and Advertising Agencies
- Smartphone and PDA manufacturers
- Mobile search and content aggregators
Key Benefits:
- The report analyzes important metrics and trends on mobile advertising and
marketing to inform executives making critical spending decisions during a
down economy.
- Data explains ripe growth opportunities areas of mobile advertising by
region; consumer behavior towards mobile devices and advertising effectives on
purchase decisions.
- The report profiles key suppliers to the mobile ad space to help
advertising buyers ensure they can optimize their mobile ad dollar spending.
Report Findings:
- Mind Commerce estimates that global spending on mobile advertising and
marketing initiatives will reach nearly $37.5 billion in 2012, a near 15%
compounded annual growth rate since 2008. The Asia-Pacific region is leading
the mobile charge and will chalk up an estimated budget of $15.8 billion in
2012. In comparison, Europe' s spending on mobile advertising in 2012 will be
about half as much ($7.9 billion) while North America' s spending for 2012 will
be $11.2 billion.
- Smartphones and tablets are playing an increasingly important role in
driving mobile ad spending, with mobile searching and mapping the strongest
earners. Video and audio mobile ads, meanwhile, are the fastest-growing ad
segments, with momentum seen continuing through 2015.
- Mobile advertising networks are delivering 350 billion global impressions
in 2011, generating $800 million in media spend, and earning $275 million in
net platform and media services-related revenue. The U.S. market generated 50%
of gross media spend, Europe 25% and Asia 25%, based on analysis of each
network' s billed impressions by geography.
- Mobile search, especially localized search, will be the dominant activity
for marketers to engage consumers with branded communications but they should
not ignore the potential of downloadable applications, streaming video, and,
most certainly, mobile messaging.
- Mobile advertising and marketing industry to grow by a modest 6.1% CAGR
between 2012 and 2016 to reach more than $47 billion. Although there is little
doubt that spending on mobile data services is huge, parts of Europe are still
far behind many other global markets likely due to the strong landline system
and slower migration of consumers to mobile.
- Mind Commerce estimates the world market for mobile marketing and
advertising revenues will reach nearly $54 billion by 2020, up from about $29
billion today, growing at an 8-year CAGR rate of nearly 5%. Spending will grow
at the fastest rates by 2020 in countries outside of the core territories of
North America and Asia, most likely Australia and South America, where
cellular service will finally reach parity with the rest of the world.
Companies in Report:
- Adfonic
- Admob
- Advertising.com
- AOL
- Buzz City
- Datalogix
- Digital Trends
- Doubleclick
- eCoustics
- Google
- Greystripe
- Inmobi
- Jumptap
- Juniper
- MacCiti
- Madvertise
- Millenial Media
- Mobile Theory
- Mogreet
- Rhythm New Media
- Third Screen Media
- Vdopia
Report Statistics
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- Publication Date: October 2011
- Author: Darren Bosik
- Total Number of Pages: 60
- Keywords: Mobile Marketing, Mobile Advertising, Mobile Direct
Response Marketing, Display Advertising, Search, Mobile Search, Location
Advertising, Location-based Advertising, Location-base Marketing
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Table of Contents
Part 1 - Brightness on the Mobile Advertising Horizon
- The Rapidly Changing Mobile Advertising Landscape
- Mobile Messaging Vendors Grow Up
- Mobile Messaging, Mobile Search Critical Advertising Tool
- Mobile Video and Apps Is Fastest Growing Content Sector
Section 2 - The Mobile Marketing Opportunity
- Advertising Spending Growth Forecasts 2012 to 2020
- European Mobile Marketing Will Grow Gradually
- Europe Mobile Marketing Efforts Mature Slowly
- Asia is Mobile Global Leader
- Growth of Mobile Marketing Spending Faces Challenges
Section 3 - Mobile Marketing Vendors Make Their Mark
- Suppliers Provide Diverse Set of Offerings
- Advertising Networks Vie for Leading Brand Clientele
Section 4 - Recommendations for the Mobile Marketer
- During an Economic Downturn
- Global Market Spending to Reach $54B by 2020
- Immediate Measurement of Success Attracts Advertisers
Figures
- Figure 1. Key Global Telecom Indicators for the World Telecommunication
Service Sector in 2011
- Figure 2. Global Spending on Mobile Advertising and Marketing (in U.S. $
billion), 2008 to 2012
- Figure 3. Percentage of Mobile Subscribers Accessing Mobile Web (at least
monthly)
- Figure 4. Percentage of Mobile Web Users Who Never or Rarely Use the
Desktop Web
- Figure 5. U.S. Spending by Type of Mobile Marketing and Advertising (in $
billions), 2008 to 2012
- Figure 6. Year-Over-Year Growth Rates in Mobile Ad Spending by Type of
Advertising, 2008 to 2012
- Figure 7. Global Spending (in U.S. $ billions) on Mobile Advertising and
Marketing by Ad Type, 2008 to 2012
- Figure 8. Mobile Subscriber Monthly Consumption of Content and Applications
- Figure 9. Global Mobile Content Consumption on iPhones and Smartphones
- Figure 10. Share of Global Spending on Mobile Advertising by Ad Category,
2008 to 2012
- Figure 11. Percentage of Searches Conducted Via of Mobile Advice, by Type
of Search
- Figure 12. Global Spending (in U.S. $ billions) on Mobile Advertising and
Marketing, 2012 to 2016
- Figure 13. Global Spending (in U.S. $billions) on Mobile Advertising and
Marketing by Type of Ad, 2012 to 2016
- Figure 14. 2011 Mobile Advertising Supplier Perception Map
- Figure 15. Global Spending (in U.S. $ billions) on Mobile Advertising and
Marketing, 2012, 2015 and 2020
- Figure 16. Global Spending (in U.S. $ billions) on Mobile Marketing and
Advertising by Type of Ad, 2012, 2016 and 2020
- Figure 17. Share of Spending on Mobile Marketing and Advertising by
Region, 2008 to 2020
- Figure 18. Share of Spending by Mobile Marketing Format, 2006 to 2020
- Figure 19. 2012 Share of Spending by Mobile Marketing Format by Region
- Figure 20. Year-Over-Year Percent Change in Mobile Advertising and
Marketing Spending by Type of Ad
- Figure 21. 2020 Share of Spending by Mobile Marketing Format by Region
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