澳洲行動廣告市場的評價：2008年

澳洲行動廣告市場的評價：2008年 是由出版商Telsyte在2009年02月所出版的。 這份英文市場調查報告書包含33 Pages, 2 Tables, 17 figures 價格從美金3295起跳。

目錄

Abstract

While commercial promotions through the use of mobile phones have existed for more than half a decade, the promise of true mobile advertising has only begun to materialise in the past year. It is attracting a large amount of industry attention because, for the first time, mobile technology allows advertisers to pinpoint their target audience based on a set of critical parameters, including personalisation and preferences, contextual activities, and locations - an accuracy level unachievable by other forms of media.

Produced annually as part of Telsyte' s Technology Research Series, this study provides a detailed analysis and assessment of the developments of mobile advertising in Australia.

• Telsyte has defined mobile advertising developments as comprising five distinct stages: premium messaging, message broadcasting, mobile banners, subsidisation, and “next gen” mobile advertising.
• The first three phases, introduced as early as in 2003 and still in use today, are based on mass broadcast and offer very little or no personalisation. The fourth phrase, subsidisation, popularised in 2008, was the first to leverage user profiling
• We are on the verge of entering the “next gen” mobile advertising era characterised by users' ability to receive highly relevant advertisements based not only on their profiles, but also contextual activities and, more importantly, their locations.
• The economic downturn should bode well for mobile advertising as companies become much more cautious in their spending to make sure marketing messages get to the right target audience.
• Australian consumers are increasingly adopting instant messaging, search, maps and social networking applications on their mobile devices, laying a good foundation for the use of mobile advertising in the near future.
• Conclusion and recommendations.

Table of Contents

1. EXECUTIVE SUMMARY

2. INTRODUCTION

• 2.1 Methodology
• 3 INTRODUCTION TO MOBILE ADVERTISING
• 3.1 Why mobile advertising?
• 3.2 How big is Australia' s mobile advertising market?
• 3.3 Evolution of mobile advertising

4. GLOBAL MOBILE ADVERTISING CASE STUDIES

• 4.1 Japan
• 4.2 USA
• 4.3 Europe

5. AUSTRALIAN MOBILE ADVERTISING EXPERIENCES

• 5.1 Vodafone' s Mobile Advertising Portfolio
• 5.2 ComTel' s SMSpup Mobile
• 5.3 Other Carriers

6. AUSTRALIAN CONSUMER MOBILE ADVERTISING PREFERENCES

• 6.1 Use of “next-gen” mobile services
• 6.2 Preferred mobile advertising models and incentives
• 6.3 Planned uptake of mobile advertising
• 6.4 Mobile content growth forecast

7. MOBILE ADVERTISING ECOSYSTEMS AND BUSINESS MODELS

• 7.1 Mobile advertising value chain
• 7.2 Mobile advertising business model
• 7.3 Monetisation of mobile advertising

8. CONCLUSION AND RECOMMENDATIONS

9. RELATED RESEARCH

Figures

• Figure 1: Australian Mobile Advertising Spend Forecast, 2008-2013
• Figure 2: Telsyte' s Five-Phase Mobile Advertising Evolution
• Figure 3: Examples of Japan' s Mobile QR Code and Its Use in Outdoor Media
• Figure 4: One-Seg Mobile Device Designed for Mobile Broadcasting and Advertising
• Figure 5: Cirius Technologies' AdLocal
• Figure 6: Examples of ‘Short Code' SMS Advertising and Search Advertising in USA
• Figure 7: Yahoo! And Hutchison 3UK Banner Advertising
• Figure 8: Examples of Vodafone' s MAP Campaigns - Foxtel and HSBC
• Figure 9: Examples of Telstra' s QR Code Campaigns - Nike, KFC and Yellow Pages
• Figure 10: Use of “next-gen” mobile services by Australian mobile consumers, 2008
• Figure 11: Most appealing mobile advertising model, 2008
• Figure 12: Preferred mobile advertising incentives, 2008
• Figure 13: Australian consumers' expectation of advertising-subsidised mobile bill discounts, 2008
• Figure 14: Australian consumers' intended uptake of mobile advertising, 2008
• Figure 15: Australian mobile content market forecast, 2008-2012
• Figure 16: Mobile advertising ecosystem
• Figure 17: Mobile advertising business model

Tables

• Table 1: Distribution of Australian consumer mobile survey respondents by age group
• Table 2: Distribution of Australian consumer mobile survey respondents by location

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