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市場調查報告書

從行動廣告區域派生的行動通訊業者 (MNO) 的市場機會

MNO OPPORTUNITIES ARISING FROM MOBILE AD BLOCKING

出版商 Mobile Market Development Ltd 商品編碼 355716
出版日期 內容資訊 英文 26 Pages
商品交期: 最快1-2個工作天內
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從行動廣告區域派生的行動通訊業者 (MNO) 的市場機會 MNO OPPORTUNITIES ARISING FROM MOBILE AD BLOCKING
出版日期: 2016年04月01日 內容資訊: 英文 26 Pages
簡介

行動廣告屢次受譴責,妨礙線上體驗,減少資料容許量,侵害隱私。還有也被視為網路混亂的發生要素。因此,如果導入行動廣告的區域功能,預期不用追加投資就能改善網路容量。在再加上MNO (行動通訊業者) 一側,瞄準獲得來自廣告區域功能的衍生收益的機會。,另一方面,內容提供商和OTT業者,認為慮廣告區域功能威脅自己的收益,限制之前可免費點閱的內容存取等報復措施。

本報告提供行動通訊業者 (以下MNO) 的廣告區域功能相關配合措施和市場機會相關分析,廣告區域功能的概要和近幾年的市場趨勢,潛在市場規模的預測,對MNO來說的收益獲得機會,主要MNO的措施案例的資訊彙整,為您概述為以下內容。

第1章 概要

第2章 簡介

第3章 廣告區域功能的發展

  • 簡介
  • 設備製造商廣告區域功能
    • Apple
    • Samsung
    • ASUS
  • Shine的廣告區域功能
  • 行動廣告區域的限制
    • 簡介
    • App內廣告
    • 由於內容、發行者的報復
    • 連接性
    • 網路中立性的問題

第4章 廣告區域功能的相關市場潛在的收益額

  • 簡介
  • 客戶附加價值服務的廣告區域功能
  • 廣告區域功能的白名單
  • 為了支持MNO廣告產業的廣告區域功能

第5章 來自MNO (行動通訊業者) 的廣告區域體驗

  • 簡介
  • Digicel
  • Three
  • O2 (英國)
  • EE (英國)
  • AT&T及Verizon (美國)
  • Verizon及AOL (美國)
  • Free (法國)

第6章 主要分析結果與結論

第7章 建議

附錄:問題事項

目錄

While PC ad blockers have been around for some time, mobile ad blocking is relatively new. Developments in this area are gathering pace, leading operators to consider whether they have a role to play in this area.

Mobile advertising has been accused of degrading customer online experience, consuming data allowances and invading customer privacy. Ads also contribute to network congestion. It stands to reason that solutions that block mobile advertising and advertising technology could be an appealing customer proposition and help operators to increase network capacity without additional infrastructure investment. But some MNOs are also considering the potential of ad blockers to drive revenue.

Ad blocking is a way for operators to extend their control over the traffic that runs across their networks. They could earn revenues in two main ways:

  • By charging third parties (e.g. Google) for the right to keep ad traffic on the network;
  • By removing third party ad traffic and engaging with advertisers directly through operator-owned advertising solutions.

On the other hand, content providers and OTT service providers may see ad blocking as a threatening means to limit their income; they may react negatively by, for example, removing access to previously free content.

This report looks at emerging approaches to mobile ad blocking in order to help operators determine its potential to improve the customer online experience, free network capacity and win third party revenues.

Companies: Google, Facebook, Apple, Samsung, Asus, Twitter, BuzzFeed, Verizon, AT&T, Digicel, O2, EE, Adblock Plus, Eyeo, Adblock Fast, Shine Technologies, Three, Hutchinson Whampoa, Horizon Ventures, Been Choice, AOL, New York Times, Pinterest, Yahoo, The Bild, Microsoft, Amazon, Taboola, IAB, Internet Advertising Bureau, Brave, Twilio, Weve, Secret Media, AdUnblock

Countries: USA, France, UK, Germany, Caribbean, South Pacific, Italy, Jamaica, St Kitts and Nevis

Keywords: anonymised data, sponsored data, zero-rating, filtering, ad tech, data allowances, plugin, wi-fi, online experience, privacy, anti-ad-blocker, revenue, security, capacity, tracking, ad blocker, ad revenues, degrading, cookies, targeting, gate keeper, pop-ups, encryption, net neitrality, publishers, malware, profiling, network congestion, mobile advertising, Ad blocking, in-app advertising, advertising technology, advertisers, acceptable ads,

Table of Contents

1. Overview

2. Introduction

  • 2.1. Background to the Report
  • 2.2. Report Content
  • 2.3. Currency and Conversions
  • 2.4. Further Questions and Feedback

3. Developments in Ad Blocking

  • 3.1. Introduction
  • 3.2. Device Manufacturers' Ad Blocking
    • 3.2.1. Apple
    • 3.2.2. Samsung
    • 3.2.3. ASUS
  • 3.3. Shine Ad Blocking
  • 3.4. Limitations of Mobile Ad Blocking
    • 3.4.1. Introduction
    • 3.4.2. In-app Advertising
    • 3.4.3. Retaliation from Content Publishers
    • 3.4.4. Connectivity
    • 3.4.5. Net Neutrality Issues

4. Ad Blocker-Related Revenue Potential

  • 4.1. Introduction
  • 4.2. Ad Blockers as Customer Value Added Service
  • 4.3. Ad Blocker Whitelists
  • 4.4. Ad Blockers to Support MNO Advertising Propositions

5. MNO Ad Blocking Experience

  • 5.1. Introduction
  • 5.2. Digicel
  • 5.3. Three
  • 5.4. O2, UK
  • 5.5. EE, UK
  • 5.6. AT&T and Verizon, USA
  • 5.7. Verizon and AOL, USA
  • 5.8. Free, France

6. Key Findings and Conclusions

7. Recommendations

Appendix - Feedback Questions

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