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市場調査レポート

モバイルアドテク:変動の激しい時代において関係を保ち収益を得る

Mobile AdTech 2015-2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility

発行 Accustream Research 商品コード 321064
出版日 ページ情報 英文 165 Pages
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=102.12円で換算しております。
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モバイルアドテク:変動の激しい時代において関係を保ち収益を得る Mobile AdTech 2015-2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility
出版日: 2014年12月04日 ページ情報: 英文 165 Pages
概要

世界のモバイル広告市場規模は、2014年に128億米ドルが予測されています。

当レポートでは、モバイルアドテク市場におけるインベントリ、広告支出額、ビジネスモデル、フォーマット価格、および販売率などについて調査し、モバイルアドテクベンダーが現在直面している課題の分析などもまとめ、お届けいたします。

エグゼクティブサマリー

モバイルアドテクのオペレーション・インベントリ・メディア支出:用語・定義

概要

第1章

  • モバイルアドテクエコシステムを経由したマッピングメディア支出:産業は収益およびペイメントをどのように配分するか
  • ビジネスモデルの実行可能性:ベンダーの垂直的アラインメント、参加シェア、提供サービスおよび支払い
  • 変動による利益:市場は2015年の売上で140億米ドルを支払う予測
  • モバイルアドテクエコシステムは現在どのように収益を配分しているか:ベンダー分類別
  • FacebookおよびTwitterは2014年において総プラットフォーム収益の61%を保有:2015年はシェアが増加
  • FacebookおよびTwitterを除き、DSPは2017年までにエコシステム収益の15.5%を稼ぐ予測、ほか

第2章

  • 世界のモバイル広告市場額は代理店手数料純益で2014年に128億米ドルに
  • パブリッシャー・ベンダーにとってモバイルインベントリを実際のビジネスチャンスに転換する予算の拡大
  • モバイルメディア支出:市場マッピング:アドテクソリューションプラットフォームによる支出
  • 代理店手数料を含め、モバイル広告市場は2014年支出の149億米ドルを生成
  • Facebookのディスプレイおよびよりプレミアムなパブリッシャーのビデオインベントリは2014年においてeCPMを2.35米ドル引き上げ
  • インベントリリアリティチェック:非重複インプレッションリクエスト数は年間ベースで11兆を記録、ほか

第3章

  • モバイルアドテク企業エグゼクティブへのQ&A
    • AMOBEE
    • BLINKX
    • BUZZCITY
    • CONVERSANT MEDIA
    • LOTAME
    • MADHOUSE
    • NEXAGE
    • OPERA MEDIAWORKS (Opera Softwareの完全子会社)
    • SMAATO
    • TAPJOY
    • THINKNEAR (a unit of Telenav)
    • TREMOR VIDEO
    • VERVE MOBILE
目次

$14 billion in global ad spend rumbling through the mobile adtech ecosystem has undergone a striking transformation over the past 12 months, redefining how agencies (and agency trading desks), vendors and audience platforms engage with digital budgets, impressions and apportion subsequent profit splits.

AdTech volatility resonating across the vendor marketplace is pressed by the push to acquire scale quickly (i.e. M & A) to compete with display giants that own audience networks like Facebook, Google, Twitter and iAd, according to this AccuStream Research report.

The report, Mobile AdTech 2015 - 2017: Staying Relevant and Getting Paid in an Era of Accelerated Volatility, cuts through the inventory, ad spend, business model, format pricing, sellout rate, vendor alignment chatter to present a transparent, detailed, data-driven, top down analysis of market mechanics, where the money comes from, how it flows through the ecosystem and economic rents paid to participants.

SaaS adtech business models benefit as agencies and publishers license mobile adtech solutions consolidating creative, marketing/social, cross-platform campaign management, clearing, execution and in-house sales onto one unified platform, while the ecosystem at large trains its programmatic technology sights on enabling affiliate networks, supply (SSPs) and/or demand (DSPs) sides of the business.

In addition, format standardization is paving the way forward, toward programmatic trading efficiencies billed against CPM-based buying, augmented by video inventory internationally (particularly YouTube in AsiaPac) enjoying an increase in demand.

Total ad spend is forecast to increase 37% in 2015, with Facebook and Twitter alone poised to channel in an estimated 63%.

Agencies booked some $2 billion in 2014 fees, while adtech vendors (public and private) netted out $10.5 billion (including Facebook and Twitter).

The business challenge for all mobile adtech vendors today is reaching and qualifying audiences on every screen that doesn't add complexity to workflow processes, and for the ecosystem at large to profit from doing so.

Table of Contents

EXECUTIVE SUMMARY

  • Mobile Adtech/Spend and Business Operations Marketplace Overview
  • Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media Clearing and Campaign Management Tools
  • The Global Mobile Advertising Marketplace Worth $12.8 Billion In 2014
    • GLOBAL MOBILE MEDIA SPEND: 2009 - 2017
    • MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE
    • Mobile AdTech 101: Getting paid means sticking around: The keys to creating a sustainable market position 2015 - 2017
  • Profiting From Volatility: The Marketplace Is Forecast To Pay $14 Billion In 2015 Net Topline
    • CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014
    • MOBILE ECOSYSTEM REVENUE: OWNERSHIP SHARE

MOBILE ADTECH OPERATIONS, INVENTORY AND MEDIA SPEND: TERMS AND DEFINITIONS

OVERVIEW

  • Global Mobile Adtech Markets 2015 - 2017: Inventory, Spend, Revenue and Profit Payouts in an Era of Accelerated Volatility
  • Delivering and Measuring Mobile Media Spend and Adtech Operations Success: The Way Forward Means Staying Relevant 2015 - 2017
  • Mobile Adtech/Spend and Business Operations Marketplace Overview
  • Mobile Adtech is a Sophisticated Inter-Connected System of Emerging Standards, Media Clearing and Campaign Management Tools
  • The Rise of Mobile Programmatic Fueled by Format Standardization, Data, Buying at Scale and Cross-Platform
  • Mobile Adtech 2015-2017 and Media Budget Allocation: Who Gets Paid, How Much and Why
  • Mobile Adtech M & A has Reshaped the Entire Global Marketplace over the Past Two Years
    • DESKTOP/MOBILE VIDEO AD NETWORK, SERVING AND ADTECH PLATFORM M & A DEALS, PUBLIC AND PRIVATE TRADING/TAKE-OUT MULTIPLES 2005 - 2014
  • Mobile Media Management: Adtech Ecosystem Alignment by Vendor Type
    • Marketplace organization by vendor alignment 2015: DSPs, Marketplaces, Audience Networks and Data Science
    • MOBILE ADTECH ECOSYSTEM VENDOR ALIGNMENT BY SPECIALIZATION
  • Mobile Adtech Inventory, Spend and Profit Sustainability by Vendor Segment 2015 - 2017
    • How the Mobile AdTech Ecosystem Engages Media Spend
    • SPEND CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014
    • MOBILE ADTECH VENDOR CAGR 2009 - 2014
    • $ 12.8 billion in 2014 global media spend: The marketplace is standardizing buys against a CPM model
    • GLOBAL MOBILE MEDIA SPEND: 2009 - 2017
    • In-app versus mobile web: Both are valuable points on the monetization compass
    • Mobile Impression Formats: Diversity and Flexibility
    • MOBILE ADTECH FORMATS 2014/2015
  • Mobile Adtech: Pricing and Getting Paid in a Rapidly Evolving Marketplace 2015 - 2017
    • Inventory and Operational Billing Models: Pricing media impressions, spend and participation formulae
    • MOBILE ADTECH ECOSYSTEM AND GETTING PAID: BILLING MODELS: 2014/2015
    • Fill rates are an elusive gauge of sellout success: The Facts on fill rates, eCPMs and spend trends 2015
    • MOBILE ADTECH ECOSYSTEM INVENTORY FILL RATES AND eCPMs: 2009 - 2014
  • Marketing Platforms Assume Revenue Prominince: Printing $7.6 Billion in Net Platform Revenue in '14
    • Mobile adtech: Net revenues and economic rent payment share
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017
    • Agencies and trading desks book $2.1 billion in mobile adtech, campaign management fees in 2014
    • AGENCY FEES 2009 - 2014
  • Mobile Adtech Ecosystems Topics and Trends 2015 - 2017
    • In-app inventory and media spend dynamics
    • Audience reach, profiling and geographic/territorial investment, inventory and sellout dynamics
    • Mobile audience and campaign data analytics 2015 - 2017: Persistent device and location sensing; increasing retail foot traffic
    • R & D investment 2015 - 2017
    • Headcount/hiring/staff

SECTION ONE

  • Mapping Media Spend Through the Mobile Adtech Ecosystem: How the Industry Allocates Revenues and Payments
  • Business Model Viability: Vendor Vertical Alignment, Participation Share, Services Rendered and Getting Paid 2015
    • Mobile AdTech 101: Getting paid means staying relevant: The keys to creating a sustainable market position 2015 - 2017
  • Profiting From Volatility: The Marketplace is Forecast to Pay $14 Billion in 2015 Topline
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017
  • How The Mobile Adtech Ecosystem Currently Allocates Revenue by Vendor Category through 2017
    • MOBILE ADTECH REVENUE (NET) BY ECOSYSTEM VENDOR ALIGNMENT: 2009 - 2017
  • Facebook and Twitter Owned 61% of Total Platform Revenue in 2014; Increasing Share in 2015
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017
  • Excluding Facebook and Twitter, DSPs are Forecast to Earn 15.5% of Ecosystem Revenue by 2017
    • MOBILE ADTECH ECOSYSTEM REVENUE ALLOCATION BY VENDOR/SOLUTION TYPE: 2009 - 2017 (excludes Facebook and Twitter)
  • The Business Models: Participation Percentages for Mobile Adtech Solutions include Ad Trafficking, Impression Clearing, Analytics, Data, Media Representation Revenue Share
    • Mobile adtech business models can be structured in multiple modes utilizing well-established billing norms
    • MOBILE ADTECH ECOSYSTEM GETTING PAID: BILLING MODELS AND MARGINAL SHARE: 2014/2015
  • Audience Segmentation, Profiling, and Demographic Targeting is a Function of Reach
    • MOBILE ADTECH ECOSYSTEM ENTRANTS AND REACH 2009 - 2014/2015
  • Duplicated and Non-Duplicated Inventory Analysis 2009 - 2014: Cutting Through the Impression Clutter
    • MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015
  • Mobile Adtech: Beyond Talking Points and Echo Chamber Chatter, Here's How the Business Really Works
    • CAGR ANALYSIS BY VENDOR VERTICAL: 2009 - 2014
    • MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014

SECTION TWO

  • The Global Mobile Advertising Marketplace Worth $12.8 Billion in 2014 Net of Agency Fees
  • Expanding Budgets Transform Mobile Inventory into a Real Business Opportunity for Publishers and Vendors
    • GLOBAL MOBILE MEDIA SPEND: 2009 - 2017
  • Mobile Media Spend: Mapping The Market 2014: Spend By Adtech Solutions Platform
    • MOBILE ADTECH ECOSYSTEM MEDIA SPEND 2009 - 2014
    • AGENCY FEES 2009 - 2014
  • Including Agency Fees, the Mobile Advertising Marketplace Generated $14.9 Billion in 2014 Spend
    • GLOBAL MOBILE MEDIA SPEND AND AD ECOSYSTEM SOLUTION MARGINAL PERFORMANCE ANALYSIS: 2009 - 2017
    • Mobile Adspend Exploits all Media Formats, particularly Performance-Driven Display, Rich Media and Video
    • MOBILE ADTECH MARKET POSITIONS AND INVENTORY FORMATS: 2015
  • Facebook Display and More Premium Publisher Video Inventory has Raised eCPMs to $2.35 in 2014
    • MOBILE ADTECH ECOSYSTEM INVENTORY GROWTH AND FILL RATES 2009 - 2014
    • MOBILE ADTECH ECOSYSTEM FILL RATES AND eCPMs: 2009 - 2014
  • Inventory Reality Check: Non-Duplicated Impression Requests hitting 11 Trillion on an Annual Basis
    • MOBILE ADTECH ECOSYSTEM: IMPRESSION FORMATS AND REQUESTS/INVENTORY 2009 - 2014/2015
  • Inventory Fill Rates and Making Sense of Mobile Ad Spend
    • MOBILE ADTECH ECOSYSTEM FORMATS AND FILL RATES: 2011 - 2014/2015
    • MOBILE ADTECH ECOSYSTEM INVENTORY PRICING 2011 - 2014
  • Marketplaces, including Facebook and Twitter, have Risen to Mobile Ad Spend Prominance
    • MOBILE ADTECH SYSTEMS AND SOLUTION SEGMENTS: ENGAGEMENT WITH MEDIA SPEND 2009 - 2014

SECTION THREE

  • MOBILE ADTECH EXECUTIVE Q & A FORUM
    • AMOBEE
    • BLINKX
    • BUZZCITY
    • CONVERSANT MEDIA
    • LOTAME
    • MADHOUSE
    • NEXAGE
    • OPERA MEDIAWORKS (a fully-owned subsidiary of Opera Software)
    • SMAATO
    • TAPJOY
    • THINKNEAR (a unit of Telenav)
    • TREMOR VIDEO
    • VERVE MOBILE
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