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市場調查報告書
使用了行動通路的廣告市場
Advertising via the Mobile Channel
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使用了行動通路的廣告市場 是由出版商Mobile Market Development Ltd在2009年03月所出版的。
這份英文市場調查報告書包含34 PAGES 價格從美金3500起跳。
Abstract
The current economic downturn creates both barriers and opportunities for the
mobile advertising industry. Major brands and ad-agencies may be reluctant to
commit their advertising budgets to experiment with a new channel. Consumers
however, faced with economic pressures, may be more likely to shop around for
affordable entertainment services and willing to accept relevant advertising
messages in exchange for tangible benefits thus increasing the attractiveness
of the mobile channel to advertisers. MNOs, faced with increasing competition
and regulation eroding core voice revenues, need mobile advertising as a
revenue stream, but must balance this need against the risk of losing trust
and alienating consumers by using (and selling) the information they hold for
promotional purposes and devaluing their customers' mobile experience by
bombarding them with unsolicited advertising.
This report explores the different roles MNOs need to fulfil and the
strategies leading operators have deployed to successfully exploit the
potential for mobile advertising to generate new revenues without compromising
relationships with the customer through examination of a series of advanced
mobile advertising initiatives, including ad-banners and search services
deployed across Vodafone live! portals in Australia and South Africa and the
highly successful ' Tone & Win' opt-in service from Turkcell. A series of
recommendations aimed at helping MNOs maximise the benefits of this new
revenue opportunity conclude the report.
Table of Contents
1. OVERVIEW
2. INTRODUCTION
- 2.1 Background to the Report
- 2.2 Report Content
- 2.3 Exchange Rates
3 MOBILE ADVERTISING MARKET OVERVIEW
- 3.1 Service Models
- 3.2 Market Evolution
- 3.3 MNOs' Multi-Faceted Role & Positioning
4 MOBILE BANNERS & SEARCH
- 4.1 Vodacom' s Mobile Media in South Africa
- 4.1.1 Vodafone live! Services
- 4.2 Vodafone Advertising Division Australia
- 4.2.1 Vodafone live! Services
5. AD-FUNDED CONTENT & VAS
- 5.1 Ad-funded Services by Vodacom South Africa
- 5.1.1 ‘Please Call Me' Service
- 5.1.2 ‘Free View' Mobile TV
6 BUILDING VALUABLE OPT-IN DATABASES
- 6.1 Mobile Advertising Innovation From Turkcell
- 6.1.1 ‘Tone & Win'
- 6.1.1.1 Service Description
- 6.1.1.2 Advertisers
- 6.1.1.3 Role of Service to Turkcell
- 6.2 Orange' s ' Promo Tonos' Service
7. CONCLUSIONS & RECOMMENDATIONS
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