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市場調査レポート

モバイル広告:アプリ内、モバイルインターネットおよびメッセージング戦略

Mobile Advertising

発行 Juniper Research 商品コード 246339
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
こちらの商品の販売は終了いたしました。
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モバイル広告:アプリ内、モバイルインターネットおよびメッセージング戦略 Mobile Advertising
出版日: 2013年10月22日 ページ情報: 英文

当商品の販売は、2016年04月15日を持ちまして終了しました。

概要

当レポートでは、急成長するモバイル広告市場について調査し、デリバリーチャネル、デバイスおよび広告フォーマット別の予測を8つの地域別に提供しており、リッチメディアもしくはディスプレイ広告フォーマット別のアプリ内広告予測を交え、概略以下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 広告分野におけるモバイル

  • イントロダクション
  • 広告媒体
    • TV
    • ラジオ
    • 印刷
    • オンライン
    • モバイル
  • マルチスクリーン環境
    • マルチスクリーン、マルチ消費者コンタクトチャネル
  • モバイルへのフォーカス:チャンネル&フォーマット
    • メッセージ型広告
    • コンテンツ内広告
    • モバイルインターネット広告
    • 呼び出し音広告
    • 魅力的な将来:リッチメディア広告

第2章 モバイル広告のバリューネットワーク

  • バリューネットワーク
    • 広告主
    • 広告ネットワーク・サーバー
    • 活発な産業:新規企業の登場・市場の細分化
    • モバイルネットワークオペレーター
    • パブリッシャー
  • モバイル収益化
    • コストモデル
    • 価格マニピュレーター

第3章 モバイル広告の展望:促進因子・動向・阻害因子

  • 促進因子
    • ケーススタディ:Kiip
  • 動向
    • ケーススタディ:Locket
  • 阻害因子

第4章 モバイル広告の総市場

  • イントロダクション
  • デバイス所有の増加
    • 世界の端末設置ベース予測
    • 世界のタブレット設置ベース予測
  • モバイル広告市場
  • 前回の予測

第5章 モバイルインターネット広告の市場予測

  • イントロダクション・調査手法
  • 端末上のモバイルインターネット広告予測
    • 端末インターネット利用
    • 端末上のモバイルインターネットディスプレイ広告
    • 端末上のモバイルインターネット検索広告
  • タブレット上のモバイルインターネット広告予測
    • タブレットのインターネット利用
    • タブレット上のモバイルインターネットディスプレイ広告
    • タブレット上のモバイルインターネット検索広告
  • モバイルインターネット広告市場

第6章 アプリ内広告の市場予測

  • イントロダクション&調査手法
  • 端末上のアプリ内広告
    • 端末上の広告インプレッション数
    • 端末上のアプリ内ディスプレイ広告
    • 端末上のアプリ内リッチメディア広告
  • タブレット上のアプリ内広告
    • タブレット上の広告インプレッション数
    • タブレット上のアプリ内ディスプレイ広告
    • タブレット上のアプリ内リッチメディア広告
  • モバイルデバイス上のアプリ内広告市場

第7章 SMS&MMS経由の広告&位置情報メッセージング市場予測

  • イントロダクション&調査手法
  • SMS広告
    • SMS広告の受取人
    • SMS広告の利用
    • SMS広告に対する広告主の支出
  • MMS広告
    • MMS広告の受取人
    • MMS広告の利用
    • MMS広告に対する広告主の支出
  • ロケーションベース広告
    • ロケーションベースのMMS広告
    • ロケーションベースのMMS広告
  • モバイルメッセージ広告の総市場

第8章 呼び出し音広告市場予測

  • イントロダクション&調査手法
    • 呼び出し音広告の利用者
    • 呼び出し音広告のインプレッション数
    • 呼び出し音広告の支出
  • 端末上の呼び出し音広告

第9章 競合情勢

  • ベンダー情勢
  • ベンダー分析
    • ベンダー評価基準
    • 制限と説明
    • ベンダーマトリックスのポジショニング
  • モバイル広告ネットワーク・RTBプラットフォーム
    • Amobee
    • BuzzCity
    • Google
    • Greystripe
    • iAd (Apple)
    • Millenial Media
    • Smaato
    • Tapjoy
目次

Juniper Research provides actionable insights, market intelligence data and strategic recommendations throughout the life cycle of a given technology or service.

Juniper Research's highly regarded Mobile Advertising research provides the reader with an array of key insights into the rapidly evolving mobile advertising market. It investigates the role of mobile as a delivery and engagement channel, how it is positioned by brands and retailers within an omnichannel strategy, and what hurdles must be overcome if it is to achieve its full potential.

Key Features

  • Extensive analysis of the evolving value network, as new advertising formats and payment mechanisms emerge.
  • Assesses future challenges which will hinder growth, as well as key trends and drivers which will shape the industry, such as location-based advertising.
  • Key interviews with market leaders including Facebook, mobile operator joint venture Weve and Real-Time Bidding exchange Smaato.
  • Key player capability and capacity assessment, together with vendor market positioning matrix.
  • Benchmark industry forecasts for size and growth of the mobile advertising sector.

Key Questions

  • 1. Who are the key players in the mobile advertising industry at present, and what strategic moves are they making?
  • 2. How does mobile advertising fit into the wider advertising industry?
  • 3. What are the relative merits/drawbacks of mobile advertising?
  • 4. What are the business models currently employed within the mobile advertising industry?
  • 5. What innovations are happening within the mobile advertising industry with regards to rich media, ad formats, location-based advertising etc?

Companies Referenced

Interviewed : BuzzCity, Facebook, Locket, Placecast, Smaato, Tapjoy, Vungle, Weve, zeebox.

Profiled : Amobee, Apple, BuzzCity, Google, Greystripe, Millenial Media, Smaato, Tapjoy.

Case Studied : Bulmers, Coca-Cola, Facebook, Google, Kiip, Locket, McDonalds, Mxit, Pepsi, Placecast, Vungle, Weve, zeebox.

Referenced : Accorhotel, AccuWeather, AdAge, Adfonics, AdJitsu, AdMob, AdSense, AdsMovil, AdWords, Amazon, Android, AT&T, Atlas, Audi, Avenue, Barnes & Noble, BestBuy, Billboard, BlackBerry, Blogger, Bluefin Labs, Blyk, BMW, Boost Mobile, Cadbury's, California Department of Justice, CBS, Celtra, Chartboost, China Mobile, Cisco, comScore, CrunchBase, DAA (Digital Advertising Alliance), Dannon, DART, Delta Air Lines, Direct Demand Adsmobi, Dish Hopper, EA Games, eBay, Essence Music Festival, European Commission, Everything Everywhere, Expedia, EyeWonder, Ford, Fox Broadcasting, Fring, FTC (Federal Trade Commission), GetGlue, Globe, Gradient X, GSMA, H3G, Handmark, Heineken, Hershey's, IAB (Interactive Advertising Bureau), ICQ, Ikea, Imangi, InMobi Studio, Instagram, Institute of Promotional Marketing Awards, IPC Media, Kakao Games, Kargo, Kindle, King, MADFINGER Games, MediaLets, Mediaplex, MeTunes, Microsoft, MMA (Mobile Marketing Association), MoPub, Motorola, MSNBC, myGamma, Nestlé, New York Stock Exchange, New York Times, Nexage, Nimbuzz, Nordstrom, O2, Office of the Australian Information Commissioner, OMD Chicago, Opera Mediaworks, Orange, Pandora, Paypal, PhonePayPlus, Picasa, Pinterest, Polar Mobile, Poynt, ProFlowers, PubMatic, Quattro Wireless, RingRing Media, RollingStone, Rovio, Rubicon, Samsung, Shazam, SingTel, SK Telecom, Skype, Space, Spin, Spotify, Sprint, Starbucks, TechCrunch, Telefonica, Tesco Mobile, The Guardian, Thinkbox, Trendrr, Tumblr, TuneIn, Turkcell, Twinpine, Twitter, ValueClick, Verizon Wireless, Virgin Mobile, Vodafone, Walt Disney Pictures, XFM, Yahoo, Zynga.

Data & Interactive Forecast

Juniper Research's highly granular interactive Excels enable clients to manipulate Juniper's forecast data and charts to test their own assumptions, perform what-if analysis; and compare select markets side by side in customised charts and tables. IFxls greatly increase clients' ability to both understand a particular market and to integrate their own views into the model.

Forecast suite includes:

  • Country level data splits for US, Canada, UK and Germany, as well as 8 key regions.
  • Split by Advertising Channel: Mobile Internet (Display and Search), In-App (Display and Rich Media), Message-Based (SMS, MMS and Location-Based Messaging) and Ringback Tone
  • Split by Device Type: Smartphones, Tablets, Featurephones, Handsets and All Devices (where applicable).
  • What-If Analysis tool allowing user the ability to manipulate Juniper's data for 47 different metrics.
  • Access to the full set of forecast data of 228 tables and over 19,000 datapoints.

Table of Contents

1. Mobile in the Advertising Sphere

  • 1.1 Introduction
  • 1.2 Advertising Mediums
    • 1.2.1 TV Advertising
    • 1.2.2 Radio Advertising
    • 1.2.3 Print Advertising
    • 1.2.4 Online Advertising
    • 1.2.5 Mobile Advertising
    • Figure 1.1: Types of Mobile Advertising
  • 1.3 The Multi-Screen Environment
    • 1.3.1 Multiple Screens, Multiple Consumer Contact Channels
    • Figure 1.2: The Multi-Screen Environment
      • i. Social TV: A Trend & its Implications for Advertisers
  • 1.4 Focusing on Mobile: Channels & Formats
    • Figure 1.3: The Purchase Funnel
    • Figure 1.4: Types of Mobile Advertising
    • 1.4.1 Message Based Advertising
      • i. SMS Advertising
      • ii. MMS Advertising
      • Figure 1.5: Starbucks' 2013 MMS Campaign
      • iii. Location-Based SMS Marketing
      • Figure 1.6: Steps Involved in a Location-Based Marketing Campaign
    • 1.4.2 In-Content Advertising
    • Figure 1.7: A Splash Screen Advert for Kung Fu Panda 2 on Mxit
    • 1.4.3 Mobile Internet Advertising
      • i. ProFlowers & Google Mobile Advertising Campaign
      • Figure 1.8: ProFlowers' Mobile-Optimised Site
    • 1.4.4 Ringback Tone Advertising
  • 1.5 A Striking Future: Rich Media Ads
    • Figure 1.9: Click-Through Rates of Rich Media Ads and Standard Banner Ads, Q2 2013

2. The Mobile Advertising Value Network

  • 2.1 The Value Network
    • Figure 2.1: The Mobile Advertising Value Network
    • 2.1.1 Advertisers
      • i. Physical
      • ii. Brand
    • 2.1.2 Ad Networks and Servers
      • i. Ad Networks
      • ii. Ad Servers
    • 2.1.3 A Dynamic Industry: New Players Emerge and the Marketplace Fragments
      • i. Demand Side Platforms
      • ii. Ad Exchanges
      • iii. Supply Side Platforms
      • Figure 2.2: The Process of RTB
    • 2.1.4 Mobile Network Operators
    • Figure 2.3: The WEVE Platform
      • i. The Opportunity for Operator Partnerships
    • 2.1.5 Publishers
      • i. Google: The Growth of Mobile Search
      • Figure 2.4: Google Advertising Revenues and Year-on-Year Growth ($m, %) 2005-2012
      • ii. Facebook: The Social Opportunity
    • Table 2.5: Facebook's Advertising Revenue ($m) 2012-2013
  • 2.2 Monetising Mobile
    • 2.2.1 Cost Models
    • 2.2.2 Manipulators of Price

3. The Outlook for Mobile Advertising: Drivers, Trends & Constraints

  • 3.1 Drivers
    • 3.1.1 The Growth of Big Data
    • 3.1.2 Downward Pressure on App Pricing
    • 3.1.3 Mobile: Always Present, Always On
    • 3.1.4 mCommerce Escalates
      • i. Driving the Trend: Opt-In and Reward Advertising to Deepen Engagement
    • 3.1.5 Tablets: A Bigger Opportunity
    • Figure 3.1: A Comparison of Banner Ads on Smartphones and Tablets
  • 3.2 Trends
    • 3.2.1 The Increasing Dynamism of Mobile Advertising: RTB
    • 3.2.2 Native Advertising
    • Figure 3.2: Native Mobile Advertising on Twitter - Promoted Tweets
    • 3.2.3 Rich Media: Mobile's Pièce de Résistance
    • Figure 3.3: Ikea's Augmented Reality App
    • 3.2.4 Growth in Advertising Budgets Dedicated to Mobile
    • Figure 3.4: Annual US Advertising Revenues ($bn), Split by Mobile & Internet Channels, 2005-2012
    • 3.2.5 Lock Screen Advertising is Revived
    • 3.2.6 The Imperative for Engagement: New Ad Formats
    • Figure 3.5: An IAB Mobile Pull Advert, Before Interaction (Left) and Upon Interaction (Right)
  • 3.3 Constraints
    • 3.3.1 The Debated Effectiveness of Traditional Mobile Advertising
    • 3.3.2 Privacy: Consumer Concerns and Industry Guidelines
    • Figure 3.6: The GSMA Privacy Design Guidelines for Mobile Application Development
      • i. Guidelines and Legislation
    • 3.3.3 Spam

4. The Competitive Landscape

  • 4.1 Vendor Landscape
  • 4.2 Vendor Analysis
    • 4.2.1 Vendor Assessment Criteria
    • Table 4.1: Vendor Capability Assessment Factors
    • 4.2.2 Limitations and Interpretation
    • 4.2.3 Vendor Matrix Positioning - 2013
    • Figure 4.2: Global Mobile Advertising Vendor Scoring Matrix 2013
    • Figure 4.3: Global Mobile Advertising Vendor Positioning Matrix 2013
      • i. Summary
      • ii. On Track Vendors
      • iii. Vendors Exceeding Expectations
      • iv. Vendors with Further Potential
  • 4.3 Mobile Advertising Movers & Shakers
  • 4.4 Mobile Ad Networks and RTB Platforms
    • 4.4.1 Amobee
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
    • Figure 4.4: Amobee System Overview
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.2 BuzzCity
      • i. Corporate Profile
    • Figure & Table 4.5: Ads Served by BuzzCity in Q2 2013
      • ii. ii. Products & Services
      • iii. Key Strengths and Strategic Opportunities
    • 4.4.3 Google
      • i. Corporate Profile
      • Table 4.6: Google Revenue ($bn) Split By Type of Revenue (Total Advertising, Web Sites, Network Web Sites, Licensing and Other Revenues) 2008-2013 ii. Products and Services
      • iii. Key Strengths and Strategic Opportunities
    • 4.4.4 Greystripe
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.5 iAd (Apple)
      • i. Corporate Profile
      • ii. Products & Services
      • iii. Key Strengths and Strategic Opportunities
    • 4.4.6 Millenial Media
      • i. Corporate Profile
      • Table 4.7: Millennial Media Revenue ($m) 2010-2013
      • ii. Key Clients & Strategic Partnerships
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.7 Smaato
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
      • Figure 4.8: The Smaato Ecosystem
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
    • 4.4.8 Tapjoy
      • i. Corporate Profile
      • ii. Key Clients & Strategic Partnerships
      • iii. Products & Services
      • iv. Key Strengths and Strategic Opportunities
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