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市場調查報告書

行動廣告市場分析·展望與預測

Mobile Advertising Market Analysis, Outlook, and Forecasts 2014 - 2019

出版商 Mind Commerce 商品編碼 310625
出版日期 內容資訊 英文 58 Pages
商品交期: 最快1-2個工作天內
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行動廣告市場分析·展望與預測 Mobile Advertising Market Analysis, Outlook, and Forecasts 2014 - 2019
出版日期: 2014年08月18日 內容資訊: 英文 58 Pages
簡介

本報告以行動行銷及廣告的課題與機會為焦點加以調查,為您彙整行動廣告市場分析,解決方案評估及預測,再評估包含現有的顯示器/UI手法和支援系統·次序的檢討,利用LTE Direct的定位型廣告等新一代手法的影響。

第1章 摘要整理

第2章 概要

  • 行動廣告的價值鏈
  • 行動廣告市場規模·成長展望
  • 行動廣告的背景
  • 全球通訊用戶

第3章 行動廣告·行銷主要的影響因素

  • 先進行動網際網路設備的登場
  • 行動傳訊,行動搜尋的重要廣告工具
  • 從行動電子郵件到行動傳訊
  • 行動視訊·應用是最急速成長的內容部門
  • 當地化行動廣告促進特定產業上的主要銷售額

第4章 市場結構分析

  • 行動廣告產業上主要企業
  • 行動廣告收益市場佔有率:各支出
  • Google VS. Facebook:行動廣告市場佔有率分析

第5章 行動定位型的廣告比較分析

  • 定位型行銷(LBM)概要
  • 行動廣告的LBM技術
  • 定位型廣告的價值鏈
  • 定位,搜尋及零售廣告·貿易
  • 定位型廣告的生態系統分析
  • 全球定位型行動廣告支出
  • 全球當地行動廣告支出:不同格式

第6章 行動廣告的未來

  • 行動廣告的全球性發展
  • 亞洲持續成為全球成長領導者
  • 歐洲行動行銷的成長
  • 行動行銷支出成長上的一大課題
  • 行動廣告成功:好的案例在英國
  • 美國顯示強力成長
  • Facebook和Google佔有愈來愈大的佔有率
  • 更多的應用廣告
  • 連網型設備上的下一代廣告
  • 廣告·貿易的下一代存在感及定位
  • 穿戴式技術及行動廣告
  • 行動社群廣告·貿易的擴大
  • 行動廣告產業上聯盟及M&A
  • 行動廣告的主要課題

第7章 行動廣告主的建議

  • 行動廣告不景氣的影響
  • 迅速的成功檢測吸引廣告主

第8章 附錄

  • 每位用戶的廣告費:線上vs.行動
  • 傳統媒體的廣告費

圖表清單

目錄

Mobile advertising has evolved beyond an experiment to become a legitimate marketing channel for mainstream advertisers. However, the mobile channels remains challenged in certain key areas such as certain industry vertical proof points and ROI.

This research focuses on the challenges and opportunities within mobile marketing and advertising in 2014 and beyond. The report includes market analysis, solution assessment, and forecasts 2014 - 2019. The report reviews existing display/UI methods as well as supporting systems and procedures. The report also evaluates the impact of next generation methods including the use of LTE Direct for location-based advertisements.

All purchases of Mind Commerce reports includes time with an expert analyst who will help you link key findings in the report to the business issues you're addressing. This needs to be used within three months of purchasing the report.

Target Audience:

  • Traditional media outlets
  • Mobile network operators
  • Mobile platform developers
  • Mobile advertising networks
  • Marketing and advertising agencies
  • Smartphone and tablet manufacturers
  • Mobile search and content aggregators

Table of Contents

1.0 EXECUTIVE SUMMARY

2.0 OVERVIEW

  • 2.1 MOBILE ADVERTISING VALUE CHAIN
    • 2.1.1 ADVERTISERS
    • 2.1.2 MOBILE MEDIA AGENCIES AND BUYERS
    • 2.1.3 REAL-TIME MOBILE AD INVENTORY MARKETPLACES
    • 2.1.4 MOBILE AD NETWORKS
    • 2.1.5 MOBILE ADVERTISING PUBLISHERS AND DEVELOPERS
    • 2.1.6 MOBILE NETWORKS AND DEVICES
  • 2.2 MOBILE ADVERTISING MARKET SIZE AND GROWTH OUTLOOK 2014 - 2019
  • 2.3 MOBILE ADVERTISING IN CONTEXT
  • 2.4 TELECOM SUBSCRIBERS GLOBALLY IN 2014

3.0 MAJOR INFLUENCERS IN MOBILE ADVERTISING AND MARKETING

  • 3.1 EMERGENCE OF ADVANCED MOBILE INTERNET DEVICES AN TECHNOLOGY
  • 3.2 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL
    • 3.2.1 SHORT MESSAGING SERVICE (SMS)
    • 3.2.2 MULTIMEDIA MESSAGING SERVICE (MMS)
  • 3.3 MOBILE EMAIL TO MOBILE MESSAGING
  • 3.4 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR
  • 3.5 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS

4.0 MARKET STRUCTURE ANALYSIS

  • 4.1 MAJOR PLAYERS IN MOBILE ADVERTISEMENT INDUSTRY
    • 4.1.1 GOOGLE
    • 4.1.2 FACEBOOK
  • 4.2 MOBILE ADVERTISING REVENUE MARKET SHARE BY SPEND
  • 4.3 GOOGLE VS. FACEBOOK MOBILE ADVERTISEMENT MARKET SHARE ANALYSIS

5.0 COMPARATIVE ANALYSIS OF MOBILE LOCATION BASED ADVERTISING

  • 5.1 OVERVIEW OF LOCATION-BASED MARKETING (LBM)
  • 5.2 LBM TECHNOLOGIES IN MOBILE ADVERTISING
  • 5.3 LOCATION BASED ADVERTISEMENT VALUE CHAIN
  • 5.4 LOCATION, SEARCH, AND RETAIL ADVERTISING AND COMMERCE
  • 5.5 LOCATION BASED ADVERTISING ECOSYSTEM ANALYSIS
    • 5.5.1 MOBILE NETWORK OPERATORS
    • 5.5.2 APPLICATION PROVIDERS
    • 5.5.3 CONTENT PROVIDERS
    • 5.5.4 DEVICE MANUFACTURERS
    • 5.5.5 MERCHANTS AND LOCAL COMPANIES
    • 5.5.6 MOBILE SOFTWARE VENDORS
  • 5.6 GLOBAL LOCATION BASED MOBILE ADVERTISING SPENDING 2014 - 2019
  • 5.7 GLOBAL LOCAL MOBILE AD SPEND BY FORMAT 2014 - 2019

6.0 FUTURE OF MOBILE ADVERTISING

  • 6.1 MOBILE ADVERTISEMENT GLOBAL DEVELOPMENTS TO 2019
  • 6.2 ASIA CONTINUES AS GLOBAL GROWTH LEADER
  • 6.3 MOBILE MARKETING GROWTH IN EUROPE
  • 6.4 GROWTH OF MOBILE MARKETING SPEND IS A BIG CHALLENGE
  • 6.5 MOBILE ADVERTISING TAKES OVER: CASE IN POINT IS THE UK BY 2019
  • 6.6 UNITED STATES TO SEE STRONG GROWTH 2020
  • 6.7 FACEBOOK AND GOOGLE WILL ACCOUNT FOR INCREASINGLY LARGE SHARE
  • 6.8 MORE IN-APP ADVERTISING
  • 6.9 NEXT GENERATION ADVERTISING OVER CONNECTED DEVICES
  • 6.10 NEXT GENERATION PRESENCE AND LOCATION FOR ADVERTISING AND COMMERCE
  • 6.11 WEARABLE TECHNOLOGY AND MOBILE ADVERTISING
  • 6.12 EXPANSION OF MOBILE SOCIAL ADVERTISING AND COMMERCE
  • 6.13 PARTNERSHIP AND M&A IN MOBILE ADVERTISING INDUSTRY
    • 6.13.1 EXAMPLE: OPERA MEDIAWORKS
    • 6.13.2 EXAMPLE: MOBILE SCREEN OFFER IN CANADA'S CINEPLAX
  • 6.14 KEY CHALLENGES FOR MOBILE ADVERTISING

7.0 RECOMMENDATIONS FOR MOBILE ADVERTISERS

  • 7.1 ECONOMIC DOWNTURN EFFECTS ON MOBILE ADVERTISING
  • 7.2 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS

8.0 APPENDIX

  • 8.1 ADVERTISING EXPENDITURE PER USER: ONLINE VS. MOBILE
  • 8.2 ADVERTISING EXPENDITURES IN TRADITIONAL MEDIA

List of Figures

  • Figure 1: Mobile Display Advertisement Methods
  • Figure 2: Mobile Search
  • Figure 3: Mobile Advertising Value Chain
  • Figure 4: Real-time Bidding for Advertisements
  • Figure 5: Global Smartphones Market Share 2014
  • Figure 6: Mobile Advertisement spending CAGR Globally 2014 - 2019
  • Figure 7: Mobile Internet User share by Region 2014
  • Figure 8: Global Mobile Data Usage 2014 - 2019
  • Figure 9: Share of Global Spending on Mobile Advertising by Ad Category
  • Figure 10: Google vs. Facebook Mobile Advertisement Market Share Analysis
  • Figure 11: Location based Advertisement Value Chain
  • Figure 12: Global Location based Mobile Advertising Spending 2014 - 2019
  • Figure 13: Growth of Global Mobile Advertising by Region 2014 - 2019
  • Figure 14: Facebook and Google's Growth 2014 - 2019
  • Figure 15: Opera Mediaworks's Advertising Global Campaigns

List of Tables

  • Table 1: Global Mobile Advertising Spending 2014-2019
  • Table 2: Global Advertising Spending 2014 - 2019
  • Table 3: Advertising Expenditure per Unique User Online vs. Mobile
  • Table 4: Telecom Subscribers Globally 2014
  • Table 5: Mobile Email Application by Industry Segment
  • Table 6: Mobile Content Consumption on iPhones and Smartphones
  • Table 7: Mobile Ad Revenue Share Globally by Company 2013 - 2014
  • Table 8: Google's Worldwide Advertising Revenue 2014 - 2019
  • Table 9: Facebook' Worldwide Advertising Revenue 2014 - 2019
  • Table 10: Mobile Advertising Market Share by Spend 2014 - 2019
  • Table 11: Global Local Mobile Ad Spend By Format 2014 - 2019
  • Table 12: UK's Advertising Revenue by Method 2014 - 2019
  • Table 13: United States Advertising Market Comparison
  • Table 14: Advertising Expenditure per User by Region
  • Table 15: Movie Theater Advertising
  • Table 16: Magazine Advertising
  • Table 17: Newspaper Advertising
  • Table 18: Outdoor Advertising
  • Table 19: Radio Advertising
  • Table 20: Television Advertising
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