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市場調查報告書
轉移成行動廣告的黃頁市場
Yellow Pages: Market Shift to Mobile Advertising 2009-2010
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本報告已在2012年01月06日停止出版。
Abstract
Yellow Pages: Market Shift to Mobile Advertising examines the state of U.S.
yellow pages advertising and the impact of mobile on the industry.
Although revenue for total U.S. advertising media has declined in recent years
due to weak economic conditions, yellow pages advertising has experienced
growth in the 2% range for the last few years, before witnessing a slight
decline in 2008. Simba provides a glance into the past, present and future of
yellow pages advertising by segment - print, online and mobile.
Table of Contents
Methodology
Executive Summary
Chapter 1: Overview of Mobile Advertising
- What is Mobile Advertising?
- Mobile Web Advertising
- Mobile Messaging as an Advertising Tool
- Mobile Applications
- Mobile Application Advertising Units
- Mobile Application Connections
- Buying Advertising in Mobile Applications
- Mobile Video and Television
- Buying Advertising in Mobile Video and Television
- Mobile Advertising Guidelines
- Overview of U.S. Advertising Industry
- Yellow Pages Industry
- Usage Numbers Decline Slightly
- Yellow Pages Advertising Rates
- Yellow Pages Advertising Revenue at Regional Bell Operating Cos.
- Independent Publishers vs. Non-Bell Publishers vs. RBOC Publishers
- Mobile Activity Among Key Publishers
- AT&T Advertising Solutions
- Idearc Media
- R.H. Donnelley
- Yellowbook
- Yellow Pages Group
- Table 1.1: Mobile Subscribers vs. U.S. Population
- Table 1.2: Mobile Search vs. U.S. Population
- Table 1.3: Mobile Marketing Association Global Code of Conduct
- Table 1.4: Revenue Growth in All U.S. Advertising Media, 2006-2009P
- Table 1.5: National vs. Local Advertising Revenue, 2006-2009P
- Table 1.6: Yellow Pages Advertising Compared to Local Advertising and All
Advertising, 2006-2009P
- Table 1.7: Yellow Pages Share of U.S. Advertising, 2002-2009P
- Table 1.8: National vs. Local Yellow Pages Advertising, 2006-2009P
- Table 1.9: Yellow Pages Growth Rates, 1990-2009P
- Table 1.10: Yellow Pages References, 2006-2008
- Table 1.11: Print Yellow Pages References, Top 20 Headings, 2007-2008
- Table 1.12: Internet Yellow Pages References, Top 20 Headings, 2007-2008
- Table 1.13: Average Advertising Rate Increases, 25 Top RBOC Directories,
1990-2009
- Table 1.14: DHC Rates in 25 Top Directories by RBOC Publishers, 2008-2009
- Table 1.15: RBOC Yellow Pages Revenue, 2007-2009P
- Table 1.16: RBOC Revenue Change, 1998-2008
- Table 1.17: Yellow Pages Revenue Growth by Publisher Category, 1996-2010P
- Table 1.18: Yellow Pages Market Share by Type of Publisher, 1996-2010P
Chapter 2: Mobile and Yellow Pages Mobile Advertising
- Mobile Advertising
- Yellow Pages Mobile Advertising
- TMP Directional Marketing
- Wahlstrom Group
- The Berry Co.
- Ketchum Directory Advertising
- Table 2.1: Print, Internet, Mobile Share of Annual Yellow Pages Market,
2007-2010P
- Table 2.2: Yellow Pages Mobile Advertising Compared to Mobile Advertising
and All Advertising, 2007-2010P
- Table 2.3: U.S. Mobile Advertising (Search and Display) Compared to All
Advertising, 2006-2009P
Chapter 3: Forecasts and Conclusions
- Market Forecast
- Conclusions
- Table 3.1: Mobile Search Users vs. Non-Mobile Search Users, 2008E
- Table 3.2: Mobile Search Users vs. Non-Mobile Search Users, 2009P
- Table 3.3: Mobile Users vs. Non-Mobile Users, 2008E
Chapter 4: Profiles of Key Publishers
- AT&T Advertising Solutions
- Idearc Media
- Local Insight Media
- R.H. Donnelley
- Yellowbook
- Yellow Pages Group
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