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市場調査レポート

世界のモバイル広告およびマーケティング市場

Mobile Advertising and Marketing - 7th Edition

発行 BERG Insight 商品コード 226591
出版日 ページ情報 英文 160 Pages
納期: 即日から翌営業日
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世界のモバイル広告およびマーケティング市場 Mobile Advertising and Marketing - 7th Edition
出版日: 2013年12月20日 ページ情報: 英文 160 Pages
概要

現在世界中で65億以上の携帯電話契約が実働しており、これに対してインターネットユーザー数は約27億人です。このことは、広告およびマーケティングにおける、モバイルチャネルの大きな可能性を示しています。Berg Insightは、2012年におけるモバイルマーケティングおよび広告市場は69億ユーロの規模であったと推定しています。同市場は今後26.2%の複合年間成長率で成長し、2018年には279億ユーロの規模になる見通しです。

当レポートでは、世界のモバイル広告・マーケティング市場の現状と見通しについて調査分析し、モバイル広告・マーケティング産業の構造、エコシステム、各種マーケティング形態における動向、主要企業のケーススタディー、ならびに市場の潜在的成長性などをまとめ、地域別のモバイル広告収益予測を提示するとともに、主要企業のプロファイルを織り込むなど、概略下記の構成でお届けいたします。

エグゼクティブサマリー

第1章 広告とデジタルメディア

  • マーケティング・広告産業
    • 世界の広告費
    • 広告費:メディア別
    • 主要広告主20社
    • マーケティング産業参入企業
  • インターネットメディアチャネル
    • インターネット利用の動向
    • インターネット広告費
    • インターネット広告形態
  • モバイルメディアチャネル
    • 欧州
    • 米国
    • 日本
    • 新興市場

第2章 モバイル広告

  • 広告プラットフォームとしてのモバイル端末
    • 携帯電話の物理的特長
    • 端末のソフトウェア
    • 位置情報機能
    • モバイルネットワークとデータ転送能力
    • モバイルインターネット vs PCベースのインターネット
  • モバイル端末における広告
    • モバイル広告の導入
    • ターゲット型モバイルキャンペーン
    • 位置情報技術の活用
    • プライバシーの懸念
    • 料金モデルとコスト
  • モバイル広告のエコシステム
    • 広告主
    • 広告代理店とクリエイティブデザイナー
    • デジタル広告ネットワーク
    • 技術ソリューションプロバイダー
    • モバイルオペレーター
    • オンラインメディア出版社とモバイルアプリケーションプロバイダー
    • 産業団体

第3章 メッセージングとモバイルマーケティング

  • SMSおよびMMSマーケティング
    • プッシュメッセージング
    • プルメッセージングと共通ショートコード(CSC:Common Short Code)
    • 位置情報ターゲット型SMSキャンペーン
  • 待受画面とセルブロードキャスト
  • モバイルクーポン
  • 近接度に基づいたマーケティング
    • Bluetooth
    • NFC(近距離無線通信)
    • バーコード
  • ケーススタディー

第4章 モバイルウェブ広告

  • ポータル
  • ニュースと情報
  • モバイル検索
    • 市場参入企業とその戦略
    • ディレクトリーサービスとローカルサーチ
  • コミュニティーとソーシャルネットワーキング
    • 市場参入企業とその戦略
    • ソーシャルメディアマーケティング
  • モバイル音楽およびビデオ
  • ケーススタディ

第5章 広告収入によるアプリケーション

  • モバイルアプリケーション
  • In-app広告
  • ケーススタディ

第6章 予測と結論

  • モバイルマーケティング産業の分析
  • 潜在的市場価値分析
    • ターゲット顧客と露出
    • 従来のメディアおよびモバイルメディアのCPM
    • モバイルキャンペーン用CTR
    • 収益感度分析
  • 市場予測
  • 結論

第7章 企業プロファイル・戦略

  • 主要広告代理店
  • 通信産業企業
  • デジタル産業企業
  • モバイル広告企業

用語集

図表

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目次

There are more than 6.5 billion active mobile subscriptions across the globe, which can be compared with about 2.7 billion Internet users. This underpins the vast potential of the mobile channel for advertising and marketing, being highly important for brands seeking to engage in communication with present and potential customers. Berg Insight estimates that the total value of the global mobile marketing and advertising market was € 6.9 billion in 2012, having experienced strong growth in the fluctuating financial climate in recent years. Growing at a compound annual growth rate of 26.2 percent, the market is forecasted to be worth € 27.9 billion in 2018 - corresponding to 19.3 percent of the total digital ad market. Mobile advertising is at the same time predicted to account for 5.9 percent of the total global ad spend for all media. This resonates well with the continuously increasing share of time which people spend on the mobile channel at the expense of traditional media consumption.

The mobile media has several especially useful characteristics from a marketing perspective. First of all, most people have a mobile handset, making reach unmatched. Mobile handsets have become increasingly advanced, making it possible to deliver highly compelling advertising experiences incorporating rich media, video and interactive content. Even more importantly, handsets are extremely personal devices which people tend to always have within reach and most often switched on. This enables unique marketing possibilities which other channels lack. Consumers can be reached at all times and in all places, which makes the channel stand out of the crowd. The personal nature of the devices makes it possible to deliver messages which are highly relevant for the recipient, taking into consideration demographics, interests, context, behaviour and other preferences. Marketing messages that have gone through such a personalisation process are bound to be much more effective in fostering brand engagement and driving purchase intent. The ROI of such initiatives can be substantially better compared with intrusive campaigns where all consumers are flooded with the same non-personalised message. The mobile channel can in this way avoid the pitfall of unsolicited communication and capture an important role in next-generation marketing.

For several years, mobile media was claimed to be on the verge of entering the array of main media channels for marketing. During the last few years, advertisers have increasingly left the experimental stage and started to deliver full-scale campaigns. Advertisers include blue chip companies and to an increasing extent also SMBs. Exposure through multiple channels - digital as well as traditional - has proven to yield better results and higher engagement than when channels are used in isolation. The mobile channel for example offers great possibilities for multiscreen advertising combining TV commercials with mobile engagement. It is also possible to use mobile marketing to add interactive components to campaigns spanning print media such as newspapers and magazines as well as out-of-home marketing.

Numerous actors are engaging in activities related to mobile marketing, including large players from the digital industry. Google has captured an important position, offering a range of mobile advertising alternatives such as mobile search ads, display advertising and video ads on YouTube. Apple is further seeking to gain market shares with the iAd platform for inapp advertising. Microsoft and Yahoo! are additional digital players placing increased focus on the mobile channel. Facebook has moreover emerged as an important newcomer and is now generating half of its advertising revenues from mobile devices. Several operators including AT&T, Orange, SFR and the UK joint venture Weve are also active in mobile marketing. Leading specialised mobile marketing players further include InMobi, Smaato, Nexage, Madvertise, Amobee and Millennial Media which acquired Jumptap in 2013.

There are a number of key takeaways from the latest developments in mobile marketing. Mobile marketing is strengthening its position in the marketing media mix as smartphones are becoming ubiquitous and drive mobile media usage. Advertisers however need to refine their marketing strategies to integrate the mobile channel. Branded applications have proven to provide great consumer engagement and mobile web presence has also surfaced as a musthave among brands. Video and rich media are examples of state-of-the-art ad formats, but the potential of less sophisticated alternatives such as opt-in SMS programs is still substantial, not the least due to an unprecedented reach. The integration of locationsensitivity across all formats is moreover increasing, though hyperlocal advertising remains a nascent niche. Real-time bidding has furthermore started to take off on a large scale on the mobile channel. Finally, Berg Insight expects that the underinvestment in mobile marketing will diminish in the upcoming years.

Mobile advertising revenue forecast,
€ million (Worldwide 2012-2018)

This report will allow you to:

  • Identify tomorrow's most profitable advertising opportunities in the mobile space.
  • Understand the fundamentals of the ad-based mobile media revenue models.
  • Recognise the key enablers of growth in the mobile advertising market.
  • Comprehend the relative importance of digital channels compared to other advertising media.
  • Learn about the experiences of mobile marketing campaigns by top global brands.
  • Profit from valuable insights about ad-funded business models for mobile operators.

This report answers the following questions:

  • How should mobile handsets be integrated in the marketing media mix?
  • What developments in the mobile industry and end-user behaviour are required for mobile advertising to keep growing as a multi-billion euro market?
  • How are Apple, Google, Facebook and Yahoo! positioning themselves to become leading mobile advertising players?
  • Who are the rising stars that stand out from the crowd among the mobile advertising and marketing companies?
  • What are the experiences from mobile marketing campaigns so far?
  • What implications does mobile advertising bring for operators?
  • What is the distribution of mobile advertising expenditures across formats in different regions?
  • Which advertising formats will become most successful in the mobile environment?
  • In what ways can location technology improve the relevance of mobile advertising?

Table of Contents

Table of Contents

List of Figures

Executive summary

1. Advertising and digital media

  • 1.1. The marketing and advertising industry
    • 1.1.1. Global advertising expenditure
    • 1.1.2. Advertising expenditure by media
    • 1.1.3. Top 20 global advertisers
    • 1.1.4. Marketing industry players
  • 1.2. The Internet media channel
    • 1.2.1. Internet usage trends
    • 1.2.2. Internet advertising expenditure
    • 1.2.3. Internet advertising formats
  • 1.3. The mobile media channel
    • 1.3.1. Europe
    • 1.3.2. United States
    • 1.3.3. Japan
    • 1.3.4. Emerging markets

2. Mobile advertising

  • 2.1. The mobile handset as an advertising platform
    • 2.1.1. Physical characteristics of the mobile handset
    • 2.1.2. Handset software
    • 2.1.3. Location capabilities
    • 2.1.4. Mobile networks and data transfer capabilities
    • 2.1.5. Mobile Internet versus PC-based Internet
  • 2.2. Advertising on the mobile handset
    • 2.2.1. Deploying mobile advertising
    • 2.2.2. Targeting mobile campaigns
    • 2.2.3. Exploiting location technology
    • 2.2.4. Privacy concerns
    • 2.2.5. Pricing models and cost
  • 2.3. The mobile advertising ecosystem
    • 2.3.1. Advertisers
    • 2.3.2. Ad agencies and creative designers
    • 2.3.3. Digital ad networks
    • 2.3.4. Technical solution providers
    • 2.3.5. Mobile operators
    • 2.3.6. Online media publishers and mobile application providers
    • 2.3.7. Industry associations

3. Messaging and mobile marketing

  • 3.1. SMS and MMS marketing
    • 3.1.1. Push messaging
    • 3.1.2. Pull messaging and Common Short Codes
    • 3.1.3. Location-targeted SMS campaigns
  • 3.2. Idle screen advertising
  • 3.3. Mobile coupons
  • 3.4. Proximity-based marketing
    • 3.4.1. Bluetooth
    • 3.4.2. NFC
    • 3.4.3. Barcodes
  • 3.5. Case studies
    • 3.5.1. Kiehl's leverages Placecast's technology to drive store visits
    • 3.5.2. McDonald's drives sales with SMS coupon campaign powered by Todacell
    • 3.5.3. Disney markets video game platform via NFC-enabled OOH posters
    • 3.5.4. L'Oréal and Superdrug leverage O2 More's geo-targeted SMS program
    • 3.5.5. Heinz uses QR codes to create engagement and support causes

4. Mobile web advertising

  • 4.1. Portals
  • 4.2. News and information
  • 4.3. Mobile search
    • 4.3.1. Market players and strategies
    • 4.3.2. Directory services and local search
  • 4.4. Communities and social networking
    • 4.4.1. Market players and strategies
    • 4.4.2. Social media marketing
  • 4.5. Mobile music and video
  • 4.6. Case studies
    • 4.6.1. Mobile banner alternatives tested in Oreo's Cookies vs. Creme campaign
    • 4.6.2. Tesco markets FIFA 13 game using innovative mobile advertising
    • 4.6.3. Leboncoin monetises mobile web inventory using Admoove's LBA network
    • 4.6.4. Amazon leads the way with mobile website matching app experience
    • 4.6.5. Starbucks markets coffee maker on Harper's Bazaar's mobile website

5. Ad-funded applications

  • 5.1. Mobile applications
    • 5.1.1. Mobile games
    • 5.1.2. Mobile map and navigation applications
    • 5.1.3. Mobile search applications
    • 5.1.4. Mobile music and video applications
    • 5.1.5. Social networking applications
    • 5.1.6. Branded applications
  • 5.2. In-app advertising
    • 5.2.1. Apple - iAd
    • 5.2.2. BlackBerry - BlackBerry Advertising Service
    • 5.2.3. Microsoft - Microsoft Advertising
    • 5.2.4. Nokia - Microsoft Advertising and third-party ad networks
    • 5.2.5. Google - AdMob
  • 5.3. Case studies
    • 5.3.1. P&G's Charmin eases public restroom finding with SitOrSquat app
    • 5.3.2. Meat Pack launches HiJack campaign to attract customers from competitors
    • 5.3.3. KFC Australia launches branded game with coupons to boost snack sales
    • 5.3.4. PlaceIQ and Medialets deliver location-aware rich media ads for Meguiar
    • 5.3.5. ViMAP boosts eCPM with MassiveImpact's mobile advertising solutions

6. Forecasts and conclusions

  • 6.1. Mobile marketing industry analysis
    • 6.1.1. Buyer-side: The mobile channel is getting established among advertisers
    • 6.1.2. Supplier-side: Continued consolidation in the mobile marketing industry
    • 6.1.3. Consumer-side: Mobile Internet set to overtake desktop access
    • 6.1.4. Channels and formats: Which will succeed?
    • 6.1.5. Convergence trends
  • 6.2. Potential market value analysis
    • 6.2.1. Target audience and exposure
    • 6.2.2. CPMs for traditional and mobile media
    • 6.2.3. CTRs for mobile campaigns
    • 6.2.4. Revenue sensitivity analysis
  • 6.3. Market forecasts and trends
  • 6.4. Final conclusions
    • 6.4.1. Mobile is established as an integrated channel in the marketing media mix
    • 6.4.2. Smartphones are becoming ubiquitous and drive mobile media usage
    • 6.4.3. Marketing strategies must be refined to integrate the mobile channel
    • 6.4.4. Operators can assume a key role in the data-driven mobile ecosystem
    • 6.4.5. Mobile websites and apps fill different needs
    • 6.4.6. Simple and proven formats still have considerable potential
    • 6.4.7. Hyperlocal targeting is a sweet spot for mobile ads but remains nascent
    • 6.4.8. Real-time bidding is growing on the mobile channel
    • 6.4.9. The underinvestment in mobile marketing is expected to diminish

7. Company profiles and strategies

  • 7.1. Top advertising agencies
  • 7.2. Mobile operators
    • 7.2.1. AT&T
    • 7.2.2. Orange
    • 7.2.3. SFR
    • 7.2.4. Weve - mobile operator joint venture in the UK
  • 7.3. Major digital players
    • 7.3.1. Facebook
    • 7.3.2. Google
    • 7.3.3. Yahoo!
  • 7.4. Mobile advertising and marketing players
    • 7.4.1. Amobee
    • 7.4.2. InMobi
    • 7.4.3. Madvertise
    • 7.4.4. Millennial Media
    • 7.4.5. Nexage
    • 7.4.6. Out There Media
    • 7.4.7. Smaato
  • Glossary

List of Figures

  • Figure 1.1: Total advertising expenditure & top spending countries (Worldwide 2012)
  • Figure 1.2: Global advertising expenditure by medium (Worldwide 2012)
  • Figure 1.3: Top 20 advertisers (Worldwide 2010)
  • Figure 1.4: Top 10 advertising agency companies (Worldwide 2012)
  • Figure 1.5: Top 10 online activities on computers based on time (US September 2012)
  • Figure 1.6: Top 10 websites (US November 2013)
  • Figure 1.7: Online advertising expenditure by region (Worldwide 2012)
  • Figure 1.8: Online ad spend per capita across national markets (2012)
  • Figure 1.9: Online ad spend by category (US 2011-2012)
  • Figure 1.10: Online advertising spending by format (US 2012)
  • Figure 1.11: Mobile subscriptions and handset sales by region (Worldwide Q2-2013)
  • Figure 1.12: Computer vs. mobile internet usage (Europe 2012)
  • Figure 1.13: Mobile Internet use and smartphone adoption (US 2011-2012)
  • Figure 1.14: Mobile subscriber statistics (Japan October 2013)
  • Figure 1.15: Mobile penetration rates in major emerging markets (2012)
  • Figure 2.1: Performance parameters for different position determining methods (2013)
  • Figure 2.2: Stakeholders in the mobile marketing value chain
  • Figure 2.3: Examples of mobile ad networks (Worldwide 2013)
  • Figure 3.1: Examples of mobile messaging advertising response types
  • Figure 3.2: Examples of barcodes
  • Figure 3.3: QR code usage (EU5 July 2012)
  • Figure 4.1: Top 10 mobile properties by unique visitors (UK August 2013)
  • Figure 4.2: Top Internet search engines (Worldwide December 2012)
  • Figure 4.3: Share of smartphone users performing mobile search (US 2011-2013)
  • Figure 4.4: Share of smartphone users searching for local information (US 2011-2013)
  • Figure 4.5: Popular communities (Worldwide 2013)
  • Figure 4.6: Number of smartphone users accessing social networks (2012-2013)
  • Figure 4.7: TV, online and mobile video usage patterns - number of users (US Q2-2013)
  • Figure 5.1: Leading mobile app stores (December 2012)
  • Figure 5.2: Advantages and disadvantages of handset-based navigation solutions
  • Figure 5.3: Examples of Android, BlackBerry and iPhone navigation apps
  • Figure 5.4: Augmented reality features in IKEA's 2014 catalogue app
  • Figure 5.5: Mobile music users (EU5 July 2012)
  • Figure 5.6: Examples of music streaming services (Worldwide 2013)
  • Figure 6.1: Acquisitions in the mobile and digital media industry (2013)
  • Figure 6.2: Mobile share of total Internet traffic by region (2013)
  • Figure 6.3: Comparison of CPM levels by media (2013)
  • Figure 6.4: Typical CPM rates for mobile advertising (2013)
  • Figure 6.5: Mobile advertising revenue sensitivity analysis
  • Figure 6.6: Total and digital advertising expenditure by region (Worldwide 2012-2018)
  • Figure 6.7: Mobile advertising expenditure forecast by region (Worldwide 2012-2018)
  • Figure 6.8: Mobile advertising expenditure by format and region (Worldwide 2012)
  • Figure 7.1: Top advertising agencies (Worldwide 2012)
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