Frost & Sullivan Research Service
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Frost & Sullivan Research Service
| Published: 19 Nov 2010 |
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Research Overview |
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This Frost & Sullivan research service titled U.S. Mobile Advertising and Search Markets provides market trends, forecasts, and predictions for 2010 and beyond. The study also provides value chain and revenue share analyses. In this research, Frost & Sullivan's expert analysts thoroughly examine the following: smartphone and feature phone applications, next-generation devices, mobile advertising, mobile marketing, mobile banking, and mobile payments. This analysis is available through our Mobile & Wireless Communications Growth Partnership Services program. With continuous access to intelligence and resources from all seven perspectives of the Complex Business Universe, the Growth Partnership Services program ensures that you and your Growth Team™ are able to maintain a 360 Degree Perspective of the market. This comprehensive, objective information allows your company to mitigate risk, identify new opportunities, and drive effective strategies for growth. For more information on this custom subscription service, please click here. Market Overview Next-generation Connected Mobile Devices with Rich Media Advertising Capabilities Stoke Growth in Mobile Advertising Increasing penetration of advanced mobile devices is perhaps the biggest driver for mobile advertising, helping the industry on two important fronts. Firstly, greater uptake of mobile data services - including the mobile Web, mobile applications, mobile video, and others - opens up new forms of inventory on a per user basis and from an overall growth perspective. Secondly, and perhaps equally important is the ability of these next-generation devices to support new technologies and user experience paradigms that helps in delivering an improved, interactive mobile advertising experience such as rich media advertising, HTML 5.0, location-based services, and others. “In-application mobile advertising has emerged as a strong contender in the mobile advertising markets - mainly driven by smartphone in-application opportunity,” notes the analyst of this research service. “Apple’s App Store and Google’s Android market have already demonstrated the viability of smartphone in-application mobile advertising.” The smartphone environment creates a superior mobile advertising experience that encompasses rich media support, location awareness, m-commerce capabilities, and others. Leading advertising platform vendors offer mobile advertising across multiple channels, with mobile Internet and in-application advertising emerging as the most common among holders of multiple types of inventory. The ability to embed Web views within applications unleashes several innovative possibilities for rich media advertising in mobile applications. Within applications, advertising solution providers can also leverage on additional functionality/information such as location, accelerometer, and others that are exposed by the operating system software development kit (SDK). The strong performance of in-application advertising can be attributed to the high-quality experience it delivers when compared to that of a browser. Emergence of application analytics to measure the advertising and application performance helps advertisers and application developers improve the performance of their consumer offerings and optimizes the advertising and application performance. A large majority of applications are available ‘free of cost’ to the end user and this has significantly generated newer types of advertising inventory in the U.S. mobile advertising markets. The biggest challenge is to educate the brands and advertising about the possibilities in mobile advertising. Managing the expectation of the key stakeholders is also important to ensure sustainable growth. Prolific growth in the mobile data ecosystem, along with multiple specialized industry participants targeting different advertising services, has made it difficult to have standardized frameworks for mobile advertising. Specialized industry participants have been the early innovators in this space; however, this has also resulted in disparate processes and approaches to mobile advertising leading to greater demand for working together with the existing platforms to enable a unified, consistent advertising workflow. “The online advertising industry benefitted significantly due to the third-party ad serving technologies and greater automation for campaign management,” says the analyst. “For example, industry solution providers are already integrating with the dominant online ad campaign planning and delivery platforms to incorporate a mobile advertising element.” Additionally, all major mobile advertising networks work collaboratively to deliver the best advertising experience to advertisers and agencies as well as publishers and mobile operators. Market Sectors Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
Technologies
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Table Of Contents |
1. Introduction
1.1 Mobile Advertising and Search
1.1 a Introduction and Overview
1.1 b Market Segmentation
1.1 c Key Findings and Conclusions
1.1 d Key Findings and Conclusions
2. Market Trends and Strategic Evaluation and Analysis
2.1 Key Market Trends
2.1 a Continued Growth in Mobile Inventory
2.1 b Strong Performance of Rich Media Mobile Ads
2.1 c Improved performance of In-application Mobile Advertising
2.1 d Publisher-side Mobile Ad Serving Solutions
2.1 e Continued Collaboration Between Mobile (and Online) Ad Networks
2.1 f Interactions and Integrations between Ad Networks
2.1 g Industry Fragmentation—Technologies; Ad formats; Reporting Formats
2.1 h A Note on the U.S. Mobile Operators’ Mobile Advertising Strategy
3. Total U.S. Mobile Advertising and Search Market
3.1 Market Definitions and Overview
3.1 a Definitions and Overview
3.1 b On-deck Mobile Advertising
3.1 c Off-deck Mobile Advertising
3.2 Market Dynamics
3.2 a Industry Challenges
3.2 b Driving the Growth of the Industry by Educating the Buy side and Facilitating its Easier Participation in Mobile Advertising
3.2 c Rapidly Decreasing Pricing for Mobile Advertising is a Challenge
3.2 d Smaller Industry Participants need to Judiciously Allocate Resources to Compete Effectively
3.2 e Presenting a Consistent Advertising Message Across Different Mobile Data Services
3.2 f Close Integration of Mobile Messaging into the Advertising Campaign Mix
3.2 g U.S. Mobile Operators Need to Play a Greater Role in Mobile Advertising
3.2 h Possibility of Increased Consumer Expectation for 'Advertising-free' Content in the Era of Tiered Mobile Data Pricing.
3.2 I Mobile Advertising within Social Networks Remains a Challenge
3. 3 Market Drivers
3.3 a Mobile Devices Remain a Good Outreach Channel for Digital Marketing and Advertising
3.3 b Smartphones and Evolution in Device Capabilities Supports New Forms of Rich Media Advertising Leading Ultimately to Growth of the Ecosystem
3.3 c Rapid growth in Inventory Levels Drives Mobile Advertising
3.3 d Well known Global Brands have Embraced Mobile Advertising which will Help Drive New Service Innovation and Promote the Market Growth
3.3 e Industry's Collaborative Approach to Facilitate Cross-network and Cross—platform
3.3 f Advertising Drives Higher Inventory Monetization Levels
3.3 g Increasing Ease of Executing Integrated Online-mobile Campaigns will help the Buy Side by Making the Ad buying, Campaign Serving and Reporting Processes Easier
3.3 h Technological Advances such as HTML 5.0 Promise to Reduce the Industry
3.3 I Fragmentation and Help Drive Adoption of New Rich Media Services
3.3 j Verifiable Results from Mobile Advertising help to Support the Business Case for Mobile Advertising
3.4 Demand Analysis and Market Forecasts
3.4 a Market Forecasts
3.5 Competitive Analysis of the U.S. Mobile Advertising and Search Market
3.6 Competitive Analysis
3.6 a Mobile Operators' Market Position
3.6 b Solution Providers
3.6 c Market Share
3.6 d Market Share Analysis
4. Messaging-based Mobile Advertising Market
4.1 Introduction to Messaging-based Mobile Advertising (and Mobile Marketing) Market
4.1 a Introduction and Overview
4.1 b Short-code SMS
4.2 Key Market Trends
4.2 a Need for Integrated Campaigns
4.2 b Growth of Mobile Messaging Volume
4.2 c Revenue Shares for Premium Rate and Standard Rate Mobile Messaging Campaigns
4.2 d Premium Rate Mobile Messaging Campaigns
4.2 e Standard Rate Mobile Messaging Campaigns
4.3 Market Revenue Forecasts
4.3 a Revenue Forecasts for Messaging-based Mobile Advertising and Marketing
5. Mobile Internet-based Display Advertising Market
5.1 Introduction to Mobile Internet Display Advertising Market
5.1 a Introduction and Overview
5.2 Key Market Trends
5.2 a Increasing Inventory Levels
5.2 b Rich Media Ads and Mobile Internet
5.2 c Advertiser Categories and Campaign Destination Mix
5.3 Market Revenue Forecasts
5.3 a Revenue Forecasts for Mobile Internet-based Display Advertising
6. Mobile Video Advertising Market
6.1 Introduction to Mobile Video Advertising Market
6.1 a Introduction and Overview
6.2 Key Market Trends
6.2 a Branding vs. Performance Ads
6.2 b Mobile Video Ad Pricing Models
6.3 Market Revenue Forecasts
6.3 a Revenue Forecasts for Mobile Video Advertising
7. In-application Mobile Advertising Market
7.1 Introduction to In-application Mobile Advertising
7.1 a Introduction and Overview
7.2 Key Market Trends
7.2 a Smartphones; Mobile Applications and Rich Media Advertising
7.2 b New Inventory Types—Tablets and Others
7.2 c Mobile Operators and In-application Mobile Advertising
7.2 d Campaign Budgets and Ad Pricing
7.3 Market Revenue Forecasts
7.3 a Revenue Forecasts for In-application Mobile Advertising
8. Mobile Search and Other Performance-based Mobile Advertising Market
8.1 Introduction to Mobile Search and Other Performance-based Mobile Advertising Mechanisms
8.1 a Introduction and Overview
8.2 Key Market Trends
8.2 a Revenue Model
8.3 Market Revenue Forecasts
8.3 a Revenue Forecasts for Mobile Search and Other Performance-based Advertising
9. Impact of Next-generation Connected Tablets on Mobile Advertising
9.1 Connected Tablet PCs and Mobile Advertising
9.1 a Initial Trends and High-level Market Forecasts
9.1 b Strategic Impact of Tablet PCs on Mobile Advertising Market Potential
10. Key Industry Participants
10.1 Service and Solution Providers; Mobile Operators and Content Providers
10.1 a 4INFO
10.1 b Company
10.1 c Key Offerings and Value Proposition
10.1 d Key Customers and Partnerships
10.2 AdMarvel
10.2 a Company
10.2 b Key Offerings and Value Proposition
10.2 c Key Customers and Partnerships
10.3 AdMob(Google)
10.3 a Company
10.3 b Key Offerings and Value Proposition
10.3 c Key Customers and Partnerships
10.4 Amobee
10.4 a Company
10.4 b Key Offerings and Value Proposition
10.4 c Key Customers and Partnerships
10.5 Apple
10.5 Company
10.6 Key Offerings and Value Proposition
10.7 Key Customers and Partnerships
10.6 Crisp Wireless
10.6 a Company
10.6 b Key Offerings and Value Proposition
10.6 c Key Customers and Partnerships
10.7 DoubleClick
10.7 a Company
10.7 b Key Offerings and Value Proposition
10.7 c Key Customers and Partnerships
10.8 Flurry
10.8 a Company
10.8 b Key Offerings and Value Proposition
10.8 c Key Customers and Partnerships
10.9 Google
10.9 a Company
10.9 b Key Offerings and Vale Proposition
10.9 c Key Customers and Partnerships
10.10 Greystripe
10.10 a Company
10.10 b Key Offerings and Value Proposition
10.10 c Key Customers and Partnerships
10.11 Hipcricket
10. 11 a Company
10.10 b Key Offerings and Value Proposition
10.10 c Key Customers and Partnerships
10.12 InMobi
10.12 a Company
10.12 b Key Offerings and Value Proposition
10.12 c Key Customers and Partnerships
10.13 iVdopia
10.13 a Company
10.13 b Key Offerings and Value Proposition
10.13 c Key Customers and Partnerships
10.14 Jumptap
10.14 a Company
10.14 b Key Offerings and Value Proposition
10.14 c Key Customers and Partnerships
10.15 Medialets
10.15 a Company
10.15 b Key Offerings and Value Proposition
10.15 c For Advertisers
10.15 d Key Customers and Partnerships
10.16 MediaMind
10.16 a Company
10.16 b Key Offerings and Value Proposition
10.16 c Key Customers and Partnerships
10.17 Microsoft
10.17 a Company
10.17 b Key Offerings and Value Proposition
10.17 c Key Customers and Partnerships
10.18 Millennial Media
10.18 a Company
10.18 b Key Offerings and Value Proposition
10.18 c Key Customers and Partnerships
10.19 Mobclix
10.19 a Company
10.19 b Key Offerings and Value Proposition
10.19 c Key Customers and Partnerships
10.20 MobiTV
10.20 a Company
10.20 b Value Proposition and U.S. Mobile Video Offerings
10.20 c Key Customers and Partnerships
10.21 Mojiva and mOcean Mobile
10.21 a Company
10.21 b Key Offerings and Value Proposition
10.21 c Key Customers and Partnerships
10.22 Nexage
10.22 a Company
10.22 b Key Offerings and Value Proposition
10.22 c Key Customers and Partnerships
10.23 PointRoll
10.23 a Company
10.23 b Key Offerings and Value Proposition
10.23 c Key Customers and Partnerships
10.23 d Milestones
10.24 Rhythm NewMedia
10.24 a Company
10.24 b Key Offerings and Value Proposition
10.24 c Key Customers and Partnerships
10.25 Sprint
10.25 a Company
10.25 b Mobile Advertising Initiatives
10.25 c Key Partnerships
10.26 Transpera
10.26 a Company
10.26 b Key Offerings and Vale Proposition
10.26 c Key Customers and Partnerships
10.27 Vantrix
10.27 a Company
10.27 b Key Offerings and Value Proposition
10.27 c Key Customers and Partnerships
10.28 Vibes Media
10.28 a Company Overview
10.28 b Offerings
10.28 c Key Clients and Partners
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List of Figures |
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Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
LOC: Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
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