Mobile Advertising: Global Market Analysis and Forecasts 2011-2016 - 4th Edition
|発行||Ovum (TMT Intelligence, Informa)||商品コード||133937|
|モバイル広告：世界市場の分析・予測 Mobile Advertising: Global Market Analysis and Forecasts 2011-2016 - 4th Edition|
|出版日: 2012年12月14日||ページ情報: 英文||
“Many users now do product research and price comparison on their mobile and then go on to buy the product via their PC or in-store. Therefore, mobile is now an equally important medium to engage with customers as the desktop PC, and advertisers should keep this in mind while planning their ad spending across various mediums. ” Shailendra Pandey, Senior Analyst, Informa Telecoms & Media.
Informa believes the global mobile advertising market will generate revenues of around US$8 billion in 2012. It would be misleading to think that developed markets alone will lead the growth of mobile advertising revenues in the next five years.
Many emerging markets, particularly the high-growth BRIC countries, offer great potential for the growth of mobile advertising. The strong pace of smartphone adoption in these countries and the fact that mobile-Internet penetration is significantly higher than fixed-Internet means that users have a high engagement on mobile and are more likely to respond to the advertising and marketing messages that they receive on their mobile.
There is wide recognition of the growing importance of the mobile medium but, when it comes to advertising, most brands and advertisers have not yet managed to effectively engage users and consistently achieve the desired returns with mobile advertising campaigns. In many cases, the analytics and insights available on mobile usage is not compelling enough for brands to spend a large portion of their advertising budget on the medium.
This report analyzes the strategies that Internet brands, mobile operators, and other value-chain players need to implement to drive the growth of the mobile advertising market. It evaluates the opportunities and challenges for the advertisers/brands, ad agencies, ad networks, mediation platforms and network optimizers, platform vendors, mobile search providers, content publishers, app developers and mobile operators.
Although SMS is still the first choice for many advertisers for mass-market mobile campaigns, the majority and increasing share of mobile advertising revenues are now coming from mobile Internet based ads including display, search and in-app advertising. This report evaluates the various mobile advertising business models, pricing strategies and revenue opportunities from SMS/MMS advertising, mobile Internet display and search advertising, in-app advertising and advertising in mobile content downloads and streaming.
The report includes detailed analysis and forecasts to 2016 on the Global Mobile Advertising market covering:
All regions: North America, Latin America, Asia Pacific Developed, Asia Pacific Developing, Western Europe, Eastern Europe, Africa and Middle East.
Five key markets: US, UK, Japan, China and India.
Mobile operators can understand how the market is likely to change over the next five years and identify strategies to ensure they can compete with OTT players such as Google, Facebook and Apple.
Content publishers and mobile app developers can discover opportunities that are available in the mobile advertising sector, and identify new business models to grow their revenues.
Technology and platform vendors can gain in-depth market knowledge to develop and offer attractive mobile advertising and marketing solutions to their customers.
Ad agencies can increase their understanding of the mobile medium beyond SMS campaigns and ensure they have the right strategies in place to benefit from the strong market growth in the coming years.
Brands and advertisers can gain insights into the key market trends and learn how they can ensure a good ROI from mobile advertising campaigns.
Handset vendors can identify the market opportunity and determine the role they can play to get a share of mobile advertising revenues.
An interactive forecast tool: The report also includes the Mobile Advertising Interactive Forecast Tool, which contains a range of dynamic tables and charts controlled via the use of drop-down boxes to allow the user to choose unique combinations of geographic regions and output metrics for display.
The forecasts are presented by three scenarios (Core, Conservative and Aggressive) to help users understand the level of opportunity and risk that exists within the mobile advertising market.
Shailendra is a Senior Analyst within Informa Telecoms & Media's Industry Research division. In his role Shailendra is responsible for writing executive briefs, comment pieces, and authoring management and strategic reports for the Mobile Content and Applications portfolio. Shailendra's most recent piece of research provides in-depth analysis and forecasts on the Global Mobile Advertising market, and prior to that he produced a comprehensive study covering mobile VAS in 15 emerging markets.
Shailendra recently presented at the MIDEM conference in Cannes and the Monetising Mobile Event in London.
Guillermo is a Senior Analyst and a member of Informa's Mobile Content and Applications (MCA) team. He is editor of the MCA channel on the Intelligence Centre and of fortnightly push service Mobile Media. He is responsible for much of Informa's topical coverage and analysis of mobile value-added services.
Bachelor of Arts in History and Politics, Warwick University, UK.