市場調査レポート

モバイル広告支出のエコノミクス:世界のインベントリ、メディアビリングおよびビジネスオペレーション

The Economics of Mobile Ad Spend 2013-2016: Global Inventory, Media Billings and Business Operations

発行 Accustream Research 商品コード 289452
出版日 ページ情報 英文 274 Pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.75円で換算しております。
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モバイル広告支出のエコノミクス:世界のインベントリ、メディアビリングおよびビジネスオペレーション The Economics of Mobile Ad Spend 2013-2016: Global Inventory, Media Billings and Business Operations
出版日: 2013年10月08日 ページ情報: 英文 274 Pages
概要

2013年におけるモバイル広告市場の収益は平均34.6%の増加となり、全体的な純収益は22億6,000万米ドルで、2014年には50.2%の成長を達成すると予測されています。

当レポートでは、世界のモバイル広告売上について、地域、インベントリリクエスト、地域別の価格、フィルレート、CTR(クリック率)およびeCPMごとに計算し、詳細な分析を提供しており、概略以下の構成でお届けします。

エグゼクティブサマリー

第1章

  • 世界のモバイル広告ネットワーク支出は2013年に53億米ドルに到達
  • 2013年におけるeCPM(effective Cost Per Mill/広告1000回表示またはアクセス1000ページビューあたりの収益額)平均は1.14米ドル:全フォーマット、パブリッシャーのインベントリ、プラットフォーム、販売チャネルおよび入札環境
  • 4兆のインベントリリクエストが満たされ、eCPM平均は1.33米ドル
  • インベントリデータの影響:オーディエンスのプロファイル、予測・リアルタイムインプレッション分析は2013年の広告ネットワークeCPMを押し上げる
  • 2013年の世界市場におけるモバイル広告ネットワークおよび直接のパブリッシャー売上は75億米ドルとなる

第2章

  • モバイルメディア広告クリアリング・サービングビジネス:金儲けのエコノミクス
  • モバイル広告ネットワーク・クリアリングソリューションは引き続きコアコンピテンシーおよびビジネスモデルに発展
  • 2013年における世界のモバイルフィルレートの改善:マーケッターはより高機能のフォーマット、パブリッシャー、OS、地域、ビリングモデルおよびオーディエンスのプロファイリングデータに対処
  • インベントリ変換:技術・メディアオペレーションを売上収益に変える
  • モバイルエクスチェンジ、エクスチェンジ機能付き広告ネットワークが3桁の収益成長を示す
  • エクスチェンジ・プログラマティックトレーディング機能を備えた広告ネットワークに促進されるモバイルエコシステム収益

第3章

  • 世界のモバイルメディア広告支出:地域別
  • 欧州市場は連続して世界最高のeCPMを生産

第4章

  • 産業概要・エグゼクティブフォーラム:Q&A
    • ADCOLONY
    • ADFONIC
    • ADITIC (Sofialysの一部)
    • ADMODA/ADULTMODA
    • AMOBEE
    • BUZZCITY
    • CASEE (Veltiの所有)
    • INMOBI
    • JUMPTAP
    • KOMLI MOBILE
    • MADHOUSE
    • MEDIALETS
    • MOBCLIX (Veltiの所有)
    • MOBILE POSSE
    • MOJIVA
    • NDN (News Distribution Network)
    • NEXAGE
    • OPERA MEDIAWORKS
    • RHYTHM NEWMEDIA
    • SMAATO
    • TAPJOY
    • TREMOR VIDEO
    • TRUMPIA
    • VERVE MOBILE
    • VOLTARI
    • xAd, Inc.
目次

The report, ‘The Economics of Mobile Ad Spend 2013 - 2016: Global Inventory, Media Billings and Business Operations’, presents a detailed accounting of global sales by territory, including the U.S., Europe, AsiaPac, Africa and Latin America, calculated against inventory requests, formats, pricing by region, fill rates, CTRs and eCPMs.

CPM inventory, performance-driven media conversion rates, served and data-enhanced impressions are fueling business operations yielding strong sector net revenue growth across technology solution categories including ad networks, ad serving platforms, audience profiling specialists, exchanges and programmatic trading environments.

Overall sector margins average 34.6% and result in aggregate net topline revenues exceeding $2.26 billion in 2013, and forecast to achieve 50.2% growth in 2014.

Each sub segment of the mobile ad solutions ecosystem is analyzed through 2016, post publisher payouts, when applicable.

Ad networks typically report topline as media spend pre publisher and 3rd party data partner payouts, taken at the COGS line.

Ad serving and technology platform topline revenue not associated with representing or filling impression requests are paid against volume CPM pricing, licensing, or both.

This research report's sweeping data, analytics and forecasts are enhanced and further contextualized by thorough, inventory and business operations-focused Q & A's conducted with a diverse, veteran and talented group of digital executives directing the industry's leading network, technology platform, data solution and audience profiling providers.

Impression pricing by format, geography, network, exchange, ad serving platform and data provider is included. Duplicated inventory and spend is identified by analyzing exchanges connected to multiple demand sources.

In addition, this research report details the rapid evolution of company positioning and technology capabilities innovation, geographic expansion, business model progression, R & D initiatives and more.

Table of Contents

EXECUTIVE SUMMARY

  • Global Mobile Ad Network Spend to Reach $5.3 Billion in 2013
  • eCPMs Average $1.14 in 2013 across all Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments
  • Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013
  • Mobile Ad Networks, Serving Platforms, Data Providers, Exchanges, RTBs and Marketing Platforms Have Diverse Participation Models
  • Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth
  • CAGR Analysis: 2009 - 2016
  • Mobile Ad Clearing Ecosystem CAGR Analysis by Segment: 2009 - 2016
  • Global Mobile Ad Network Filled Impressions by Geography: 2010 - 2013
  • Mobile Advertising Platforms and Inventory: Terms and Definitions
  • Global Mobile Inventory, Monetization and Solutions Provider Business Operations Summaries
  • Global Mobile Audience, Ad Spend and Company Positioning Fundamentals
  • Mobile advertising and consumer behavior
  • Ad network market positioning
  • CAGR Analysis: 2009 - 2016
  • Exchanges and auctions
  • SSPs (aggregated publisher inventory sources)
  • DSPs (aggregated sources of inventory demand)
  • RTBs/Programmatic trading
  • Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013
  • Sources of inventory/impression requests
  • eCPM Market Value by Geography: 2013
  • Filled Mobile Impressions by Geography: 2013
  • Sources of demand
  • Ad serving platforms
  • Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend
  • Mobile ad formats
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Impression Billing Models and Formats 2013
  • In-app inventory and media spend dynamics
  • Mobile web inventory and media spend dynamics
  • Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics
  • Mobile audience and campaign data analytics: Location
  • Ad networks, platforms, auctions, exchanges, ad serving business operations
  • Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016
  • Pricing and eCPMs
  • Mobile Advertising Networks: Ranked by 2013 Media Spend
  • R & D investment
  • Headcount/hiring/staff

SECTION ONE

  • Global Mobile Ad Network Spend to Reach $5.3 Billion in 2013
  • Mobile Ad Network Filled Inventory and Media Spend Analysis: 2010 - 2013
  • Global Mobile Ad Network Media Spend on Pace to Climb 52% in 2014
  • Mobile Ad Networks and Direct Publisher Sales Comparisons: 2009 -2016
  • CAGR Comparison: Mobile Ad Networks vs. Publisher Direct Sales 2009 - 2016
  • eCPMs Average $1.14 in 2013 Across All Formats, Publisher Inventory, Platforms, Sales Channels and Bidded Environments
  • eCPM Analysis by Year: Mobile Ad Clearing Ecosystem: 2009 - 2013
  • Four Trillion Inventory Requests Filled in 2013, with An Average eCPM of $1.33
  • Mobile Ad Network Inventory, Fill Rates and Media Spend: 2009 - 2013
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2009
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2010
  • Filled Mobile Exchange Inventory Averages $0.64 eCPMs in 2013
  • Mobile Exchange, Auction and Inventory, Fill Rates and Media Spend: 2011 - 2013
  • The Impact of Inventory Data: Audience Profiles, Predictive and Real-Time Impression Analytics Boost Ad Network eCPMs in 2013
  • Global Mobile Ad Clearing eCPM Analysis by Market Position: 2011 - 2013
  • Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2011
  • Global Mobile Ad Network Media Spend at $1.8 Billion in 2011
  • Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2011
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012
  • Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2012
  • Global Mobile Ad Networks Clear $2.7 Billion in 2012
  • Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2012
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013
  • Mobile Auctions, Exchanges, Serving Platforms and RTBs: Fill Rates, Media Spend and eCPM Analysis 2013
  • Mobile Ad Networks and Direct Publisher Sales Result in A $7.5 Billion Global Market in 2013
  • Mobile Advertising Networks: Fill Rates, Media Spend and eCPM Analysis 2013

SECTION TWO

  • The Mobile Media Ad Clearing and Serving Business: The Economics of Making Money
  • Global Mobile Media Spend: 2009 - 2016
  • Mobile Ad Networks and Clearing Solutions Continue to Evolve Core Competencies and Business Models
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Market Position Analysis: 2013/2014
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs
  • Mobile Advertising Networks, Networks W/Exchange Capability 2013/2014
  • Mobile Exchanges, Auctions, RTBs, Ad Serving and Data Analytics 2013/2014
  • Mobile Ad Networks, Tech Platforms, Ad Servers, Auctions, Exchanges and RTBs: Inventory Availability, Trafficking, Requests: 2009 - 2013
  • Global Mobile Fill Rates Improve in 2013: Marketers Respond to More Sophisticated Format, Publisher, OS, Geography, Billing Model and Audience Profiling Data
  • Mobile Advertising Networks, Tech Platforms, Auctions, Exchanges and RTBs: Fill Rates 2011 - 2013
  • Inventory Conversion: Turning Technology and Media Operations into Topline Revenue
  • Mobile Advertising Networks, Platforms, Auctions and Exchanges: Revenue Share Models/Margin/Participation Analysis: 2013/2014
  • Mobile Ad Clearing, Trafficking, Data, Exchange, RTB, DSP Market Worth $2.2 Billion in 2013 Net Revenue
  • Global Mobile Media Spend and Ad Ecosystem Solution Marginal Performance Analysis: 2009 - 2016
  • Mobile Ecosystem Net Revenue: 2009 - 2016
  • Mobile Exchanges, Ad Networks with Exchange Capabilities Exhibit Triple-Digit Revenue Growth
  • CAGR Analysis: 2009 - 2016
  • Mobile Advertising Networks: Ranked by 2013 Media Spend
  • Mobile Auctions, Exchanges, Serving Platforms and RTBs: Ranked by 2013 Media Spend
  • Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Net Revenue 2009 - 2016
  • Mobile Ad Network Net Revenue: 2009 - 2016
  • Mobile Advertising Networks: Net Revenue 2009 - 2016
  • Mobile Ad Exchange/RTB/Auction Net Revenue: 2009 - 2016
  • Mobile Auctions, Exchanges, Platforms and RTBs: Net Revenue 2009 - 2016
  • Mobile Ad Networks Capture 81.5% of Ecosystem Revenue in 2013, Net of Publisher Payouts
  • Mobile Ad Network and Exchange Revenue Comparison: 2009 - 2016
  • Mobile Ecosystem Revenue Driven by Ad Networks with Exchange and Programmatic Trading Capabilities
  • Mobile Ad Network W/Exchange/RTB/Auction Net Revenue: 2009 - 2016
  • Mobile Advertising Networks W/Exchanges, Platforms, Auctions and RTBs: Net Revenue 2009 - 2016

SECTION THREE

  • Global Mobile Media Ad Spend by Region
  • Mobile Ad Network Media Spend by Region: 2010 - 2013
  • Global Mobile Ad Network Filled Impressions by Region: 2010 - 2013
  • European Markets Consistently Produce the Globe's Highest eCPMs
  • eCPMs by Region: 2010 - 2013
  • Filled Mobile Impressions by Geography: 2010
  • eCPM Market Value by Geography: 2010
  • Mobile Advertising Network Filled Impressions by Geographic Region: 2010
  • eCPM Market Value by Geography: 2011
  • Filled Mobile Impressions by Geography: 2011
  • Mobile Advertising Network Filled Impressions by Geographic Region: 2011
  • Filled Mobile Impressions by Geography: 2012
  • eCPM Market Value by Geography: 2012
  • Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2012
  • eCPM Market Value by Geography: 2013
  • Filled Mobile Impressions by Geography: 2013
  • Mobile Advertising Network Filled Impressions Delivered by Geographic Region: 2013

SECTION FOUR

  • Industry Briefings and Executive Forum: Q & A's
    • ADCOLONY
    • ADFONIC
    • ADITIC (a division of Sofialys)
    • ADMODA/ADULTMODA
    • AMOBEE
    • BUZZCITY
    • CASEE (owned by Velti)
    • INMOBI
    • JUMPTAP
    • KOMLI MOBILE
    • MADHOUSE
    • MEDIALETS
    • MOBCLIX (owned by Velti)
    • MOBILE POSSE
    • MOJIVA
    • NDN (News Distribution Network)
    • NEXAGE
    • OPERA MEDIAWORKS
    • RHYTHM NEWMEDIA
    • SMAATO
    • TAPJOY
    • TREMOR VIDEO
    • TRUMPIA
    • VERVE MOBILE
    • VOLTARI
    • xAd, Inc.
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