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市場調查報告書

行銷人對行動廣告的認識

Marketer Perceptions of Mobile Advertising

出版商 Ovum, Ltd. 商品編碼 355526
出版日期 內容資訊 英文 22 Pages
商品交期: 最快1-2個工作天內
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行銷人對行動廣告的認識 Marketer Perceptions of Mobile Advertising
出版日期: 2015年05月26日 內容資訊: 英文 22 Pages
簡介

本報告以美國的行銷部門幹部200人的調查為基礎,提供行動廣告買主觀點的考察等相關資料,為您概述為以下內容。

第1章 摘要

  • 概要
  • Ovum的見解
  • 主要的訊息

第2章 行動廣告策略

  • 行動廣告的經驗

第3章 行動廣告預算

  • 目前行動廣告費
  • 過去2年的預算變化
  • 今後2年的預算預測
  • 預算起源

第4章 行動廣告的一覽和主要的發展

  • 行動廣告一覽
  • 行動廣告的發展

第5章 行動廣告和終端

  • 新世代的網絡連接終端
  • 穿戴式終端的市場機會的資料考察的評估

第6章 行動廣告的優點與課題

  • 認識到的優點
  • 認識到的課題

第7章 檢測標準和滿意度

  • 行動廣告的標準
  • 行動廣告的滿意度

第8章 行動媒體的購買

  • 受青睞的行動媒體購買的流通管道
  • 程序化購買的態度
  • 代理店的利用

第9章 行動廣告的摘要

  • 進展

第10章 附屬資料

  • 背景調查
  • 著者
目錄
Product Code: TE0003-000855

The third in a series of survey-based report that Ovum has produced for the IAB's Mobile Marketing Center of Excellence. Conducted among 200 US marketing executives, the survey reveals insights into mobile advertising from a buyer perspective.

Highlights

  • This report shows how mobile advertising strategies and budgets have changed over the last few years, and provides insights into the mobile advertising inventory, devices, and metrics favored by 200 US brands.
  • Understand the extent to which mobile adverting is diverting spend from more traditional media channels such as TV and also online.
  • Understand how marketing executives view the opportunity presented by connected cars, wearable technology, and multi-screen advertising.

Features Benefits

  • Understand the extent to which mobile adverting is diverting spend from more traditional media channels such as TV and also online.
  • Understand how marketing executives view the opportunity presented by connected cars, wearable technology, and multi-screen advertising.
  • Understand why marketing executives still have mixed views when it comes to programmatic buying.

Questions Answers

  • How experienced and confident are brands when it comes to mobile advertising? How have strategies developed over the last few years?
  • What types of mobile advertising inventory, metrics, and new-generation devices do marketing executives value most?
  • What are the perceived challenges and benefits of mobile advertising from a brand perspective?

Table of Contents

1. Summary

  • In brief
  • Ovum view
  • Key messages

2. Mobile advertising strategy

  • Mobile advertising experience

3. Mobile advertising budgets

  • Current mobile advertising spend
  • Budget changes over the past two years
  • Budget projections for the next two years
  • Budget origins

4. Mobile advertising inventory and key developments

  • Mobile advertising inventory
  • Developments in mobile advertising

5. Mobile advertising and devices

  • New-generation connected devices
  • Assessment of data insight opportunities from wearables

6. Benefits and challenges of mobile advertising

  • Perceived benefits
  • Perceived challenges

7. Measurement metrics and satisfaction

  • Metrics for mobile advertising
  • Satisfaction with mobile advertising

8. Mobile media buying

  • Preferred mobile media buying channels
  • Attitudes to programmatic buying
  • Agency use

9. Mobile advertising in a word

  • The state of play

10. Appendix

  • Background to the survey
  • Author

List of Figures

  • Figure 1: Levels of experience in mobile advertising
  • Figure 2: Multi-screen advertising - 2014 survey
  • Figure 3: Multi-screen advertising - 2013 survey
  • Figure 4: Mobile advertising budgets - 2014 survey
  • Figure 5: Mobile advertising budgets - 2013 survey
  • Figure 6: Change in spend over the last two years
  • Figure 7: Anticipated spend over the next two years
  • Figure 8: Mobile advertising budget origins
  • Figure 9: Budget substitution from traditional to mobile channels
  • Figure 10: Ranking of mobile advertising inventory
  • Figure 11: Key developments in mobile advertising - 2014
  • Figure 12: Key developments in mobile advertising - 2013 survey
  • Figure 13: Opportunity rankings for new-generation connected devices
  • Figure 14: Perceived opportunity based on level of experience - connected cars
  • Figure 15: Perceived opportunity based on level of experience - wearables
  • Figure 16: Ranking of data insights generated by wearable devices
  • Figure 17: Ranking of mobile advertising benefits - 2014 survey
  • Figure 18: Ranking of mobile advertising benefits - 2013 survey
  • Figure 19: Key challenges - 2014 survey
  • Figure 20: Key challenges - 2013 survey
  • Figure 21: Preferred metrics for mobile advertising
  • Figure 22: Satisfaction levels with mobile advertising
  • Figure 23: How marketers buy mobile advertising inventory
  • Figure 24: Assessment of the programmatic buying experience
  • Figure 25: Usage of different types of agency partners
  • Figure 26: Mobile advertising in 2014 - in a single word
  • Figure 27: Mix of companies in the survey based on revenue size
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