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Yellow Pages: Market Shift to Mobile Advertising 2009-2010

発行	SIMBA Information, Inc.
出版日	2009年09月	商品コード	86995
ページ情報	英文 94 pages
価格	こちらの商品の販売は終了いたしました。

概要
原文目次
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当商品の販売は、2012年01月06日を持ちまして終了しました。

原文目次

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.

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