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Mobile Advertising: Global Market Analysis and Forecasts 2011-2016 - 4th Edition

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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














Word from the author

“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.

Countries/regions covered:

The report includes detailed analysis and forecasts to 2016 on the Global Mobile Advertising market covering:

  • Mobile SMS/MMS advertising
  • Mobile Internet display and search advertising
  • In-app advertising
  • Advertising in mobile content downloads and streaming

Forecasts are published for:

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.

Full list of companies(Industry/Sector Company Name)

Mobile Ad Networks

  • 4th Screen Advertising
  • Adfonic
  • AdIQuity
  • AdMob
  • Admoda/Adultmoda
  • Advertising.com/AOL
  • Airpush
  • ArMobi
  • art of click
  • BuzzCity
  • CPX Interactive
  • DSNR Media Group
  • Fractalist
  • Greystripe
  • Hands
  • HUNT Mobile Ads
  • iAd
  • InMobi
  • JumpTap
  • Komli Mobile
  • LeadBolt
  • Lifestreet Media
  • Madhouse
  • MADS
  • madvertise
  • Matomy
  • Microsoft Mobile Advertising
  • Millennial Media
  • MobGold
  • MobileFuse
  • mobiletheory
  • MobiSolv
  • MobPartner
  • Mojiva
  • Motricity
  • NetHive
  • Nokia Interactive Advertising
  • Pontiflex
  • Rhythm
  • seventynine
  • Todacell
  • Vserv
  • Webmoblink
  • Ybrant Digital

Demand Side Platforms (DSPs)

  • [X+1]
  • Adsmobi
  • AppNexus
  • DataXu
  • Everyscreen Media
  • Fiksu
  • Invite Media
  • MediaMath
  • mediamind
  • OfferMobi
  • StrikeAd
  • Tapad
  • Turn
  • ValueClick Media

Full Service Ad Agencies

  • Aegis Group
  • AKQA
  • Cadreon
  • Carat
  • Fox Interactive Media
  • gomeeki
  • Grey Group
  • Havas Media
  • Hill Holliday
  • Impact Media
  • M&C Saatchi
  • Ogilvy
  • Omnicom Group
  • Razorfish
  • WPP Group

Mobile Specialist Ad Agencies

  • 01tribe
  • 12snap
  • 2ergo
  • 5th Finger
  • Amobee
  • Ansible
  • Brand in Hand
  • Cellempower
  • DYMA Media
  • Fetch Media
  • iconmobile
  • Latitude
  • Medialets
  • mFusion
  • Mobile Interactive Group
  • Phonevalley
  • RKG
  • Sponge
  • The Hyperfactory
  • Velti
  • We Love Mobile
  • Wireless Developer Agency

Network Optimizers and Supply Side Platforms (SSPs)

  • AdJuggler
  • AdMarvel
  • Admeld
  • Adsmobi
  • Adtech
  • AdWhirl
  • Burstly
  • DoubleClick
  • Inneractive
  • Medialets
  • Mobclix
  • Mocean Mobile
  • MoPub
  • Nexage
  • OpenX
  • PubMatic
  • Right Media
  • Rubicon
  • Smaato
  • Sofialys
  • Tapjoy

Technology/Platform Vendors

  • 4Info
  • Acision
  • AdCell Media
  • AdMarvel
  • Alcatel Lucent
  • Amdocs
  • Bluekai
  • Blyk
  • Celltick
  • Cisco
  • Comverse
  • Crisp Media
  • Ericsson
  • Gemalto
  • Huawei
  • iLoop Mobile
  • IMImobile
  • Incentivated
  • InMobi
  • Jinny Software
  • mFusion
  • MIVA
  • Mobixell
  • Netbiscuits
  • Opera Software
  • Oracle
  • Qualcomm/Xiam
  • Starfish Mobile
  • Sybase 365
  • Velti
  • ZTE

Mobile search engines and directories

  • AOL
  • AppTap
  • Bing
  • Conduit
  • Google
  • Jumptap
  • Local Data Company
  • MSN
  • mxData
  • Nokia
  • Quixey
  • Slifter
  • Yahoo
  • Yell Mobile

Data mining/analytics

  • AirSage
  • Amethon
  • Appboy
  • Apsalar
  • Bango
  • Comscore
  • Distimo
  • Flurry
  • GeoEdge
  • Localytics
  • Medialets
  • Medio
  • Mobilytics
  • Nielsen
  • Pinch Media
  • Xtract
  • YouGov


  • Foursquare
  • Groupon
  • Intersec
  • JiWire
  • Navteq
  • NearU
  • PlacePlay
  • Poynt
  • Radiate Media
  • Sense Networks
  • Smadex
  • Thinknear
  • Vouchercloud
  • Where
  • xAd
  • Yelp
  • Yoose

Mobile Payments enablers

  • Bango
  • Digby
  • Fortumo
  • Mastercard
  • mBlox
  • MX Telecom
  • Netsize
  • Payforit
  • PayPal
  • Sybase 365
  • Visa
  • Zooz

Augmented Reality

  • Aurasma
  • Junaio/Metaio
  • Layar
  • Total Immersion
  • Vuforia/Qualcomm
  • Wikitude

Mobile Operators

  • Aircel
  • AT&T
  • Bharti Airtel
  • Deutsche Telekom
  • Etisalat Nigeria
  • MTN
  • NTT dOCoMo
  • Orange
  • Personal
  • Reliance
  • SingTel
  • Sprint Nextel
  • Tata DoCoMo
  • Telefonica/O2
  • TIM
  • Turkcell
  • Vodacom
  • Vodafone

Social Media & Content Publishers

  • BBC
  • Buongiorno
  • Disney
  • EA Mobile
  • ESPN
  • Facebook
  • Linkedin
  • Pandora
  • Sky
  • The Weather Channel
  • Twitter

Handset Vendors

  • Apple
  • Nokia
  • RIM
  • Samsung


  • Advertising Standards Agency
  • GSMA
  • Internet Advertising Bureau
  • Mobile Marketing Association

How will this research help you

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.

Contributing analysts:

Shailendra Pandey

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 Escofet

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.

Table of Contents

Mobile Advertising: 4th edition, Executive Summary PPT (26 slides)

Mobile Advertising Interactive Forecast Tool 2011-2016 - Excel file

Contributing analyst

Mobile advertising: Market update 2012

  • Fig. 1: Global, mobile advertising vs. mobile data revenue, 2011-2016
  • Fig. 2: Global smartphone sales, 2011-2017
  • Fig. 3: Categories of mobile video ads
  • Fig. 4: Millennial Media, mobile advertising post-click campaign action mix, 2Q10 vs. 2Q12
  • Fig. 5: Multiscreen user engagement strategy
  • Fig. 6: Global, m-commerce transaction value, by segment, 2010-2016

Poor conversion rates make mobile search desktop's poor relation

  • Fig. 1: Google's cost-per-click and paid-clicks growth trend, 3Q11-2Q12
  • Fig. 2: Relative performance of desktop, smartphones and tablets in paid search, 1Q12
  • Fig. 3: US, share of time spent on media vs. share of advertising spending, 2011
  • Fig. 4: Google's tips to advertisers on how to optimize for mobile
  • Fig. 5: Google's mobile-search ad formats
  • Fig. 5: Google's mobile-search ad formats (part 2)
  • Fig. 6: Screenshot of the GoMo DIY mobile-site-building tool
  • Fig. 7: Screenshot of Microsoft's AdCenter interface

Highly-fragmented value chain continues to restrict the growth of mobile advertising

  • Fig. 1: Mobile advertising ecosystem and value chain
  • Fig. 2: Selected mobile advertising service/product announcements, 2012
  • Fig. 3: Mobile advertising agencies
  • Fig. 4: Leading mobile ad networks and demand-side platforms
  • Fig. 5: Mobile advertising network optimizers and supply-side platforms
  • Fig. 6: Mobile advertising technology/platform vendors
  • Fig. 7: Mobile search engines and directories
  • Fig. 8: Mobile advertising - other ecosystem players

Mobile advertising business case and revenue potential for operators

  • Fig. 1: Mobile advertising revenue share: messaging vs. mobile Internet ads, 2012 and 2016
  • Fig. 2: Vodacom, Please Call Me service users
  • Fig. 3: Mobile advertising service-delivery and revenue options for operators
  • Fig. 4: Mobile advertising revenues: operator vs. OTT, 2011-2016

Mobile advertising market forecasts 2011-2016

  • Fig. 1: Global mobile advertising revenues, by type, 2011-2016
  • Fig. 2: Global mobile advertising, revenue share by type, 2012
  • Fig. 3: Global mobile advertising revenues, by type, 2011-2016
  • Fig. 4: Global mobile advertising, revenue share by type, 2012 and 2016
  • Fig. 5: Mobile advertising revenue share, by region, 2011 and 2016
  • Fig. 6: North America, mobile advertising revenues, by type, 2011-2016
  • Fig. 7: US, mobile advertising revenues, by type, 2011-2016
  • Fig. 8: Latin America, mobile advertising revenues, by type, 2011-2016
  • Fig. 9: Asia Pacific Developed, mobile advertising revenues, by type, 2011-2016
  • Fig. 10: Japan, mobile advertising revenues, by type, 2011-2016
  • Fig. 11: Asia Pacific Developing, mobile advertising revenues, by type, 2011-2016
  • Fig. 12: China, mobile advertising revenues, by type, 2011-2016
  • Fig. 13: India, mobile advertising revenues, by type, 2011-2016
  • Fig. 14: Western Europe, mobile advertising revenues, by type, 2011-2016
  • Fig. 15: UK, mobile advertising revenues, by type, 2011-2016
  • Fig. 16: Eastern Europe, mobile advertising revenues, by type, 2011-2016
  • Fig. 17: Africa, mobile advertising revenues, by type, 2011-2016
  • Fig. 18: Middle East, mobile advertising revenues, by type, 2011-2016
  • Fig. 19: Relationship between mobile advertising and marketing
  • Fig. 20: Mobile advertising market segmentation
  • Fig. 21: Mobile advertising measurement metrics
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