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Mobile advertising and marketing: Market analysis and forecasts 2006-2011Übersetzung: Mobile Werbung und Marketing: Marktanalyse und Prognosen 2006-2011
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Mobile advertising is coming to a phone near you - but simply translating existing models won't work
The increasing availability of multimedia content is opening a large opportunity for sophisticat.....
Mobile advertising is coming to a phone near you - but simply translating existing models won't work The increasing availability of multimedia content is opening a large opportunity for sophisticated forms of mobile advertising. As content that already incorporates advertising - like live TV programming - makes its way to mobile handsets, brands and entertainment content providers are beginning to see the value of presenting full multimedia ads with programs. Operators in the U.S. and Western Europe are currently either testing various forms of advertising with 3G services or are allowing ads to be served on their portals. A number of multimedia companies will launch advertising in H1 2006 within their multimedia offering. Furthermore, the entry of large online search engines into the mobile world opens up new advertising opportunities in the shape of context-based mobile search. What are the best strategies for success? This report will tell you. From 2005 when the nascent market garnered $255 million in Europe and the United States, mobile marketing and advertising in these two geographical areas will grow to exceed $1 billion in 2009, provided certain elements fall into place. Issues to be resolved include business models and revenue share, the type, length and frequency of ads, consumer attitudes and many others. Operators will have to walk a fine line between maximising the revenue potential of advertising, while at the same time not risk alienating subscribers and increasing churn by doing so. Based on interviews with key participants across the value chain, including operators, media agencies, software application providers, access providers, marketing specialists and trade association representatives, this 170+ page report analyses the market drivers and barriers affecting mobile advertising and marketing. It discusses the main market trends and charts the market evolution in the US and Europe. The report examines mobile advertising opportunities presented by MMS, video, TV, LBS, contextual advertising, as well as other niche possibilities. [Studien Infos ausblenden] |
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Chapter 1 Executive Summary 1.1 New Content and Technologies are Enabling Mobile Multimedia Advertising 1.2 Who Controls the Channel? 1.3 Market Trends 1.4 Multiple Advertising Opportunities Exist 1.5 Challenges and Issues to Consider 1.6 Market Forecasts 1.7 Conclusions Chapter 2 Introduction 2.1 The Emergence of Mobile Marketing and Advertising 2.2.1 Technology to the Rescue 2.2.2 New Opportunities for Brands and Entertainment 2.3 Will Consumers Accept Advertising on Their Mobile Phones? 2.3.1 Opt-in and opt-out 2.4 The Bottom Line 2.5 Research Methodology 2.6 Focus and Objectives of the Report Chapter 3 Strategic Overview 3.1 Mobile Phone Usage Table 3.1: Mobile subscribers, 2004-2010 Table 3.2: Number of Handsets in Use and Penetration Rates in Selected Countries 3.2 Handset Revenues 3.4 Impetus for Mobile Phone Upgrades 3.5 Adoption of New Technologies Chart 3.1: US subscribers purchasing mobile video content, 2005 & 2010 (millions) 3.6 The Battle Over Content 3.6.1 Who Controls the Customer? 3.6.2 Off-portal vs on-portal content 3.7 Mobile Network Operators Need a Revenue Boost Chart 3.2: Mobile Operators' Data Revenues, as % of total Wireless Revenue (by Region) 3.7.1 Which Operators are Most Likely to Embrace Mobile Advertising? 3.8.2 Achieving Synergies Between Advertising and Content Chapter 4 Market Analysis and Forecasts 4.1 From Voice to Rich Media Chart 4.1: Penetration of multimedia-enabled handsets by region 4.2 Japan: The Mobile Advertising Pioneers 4.2.1 Japan's Early Entrance into Mobile Advertising 4.2.2 Video formatted advertisements Chart 4.2: Mobile marketing and advertising expenditures in Japan, 2006 & 2009 4.2.2 Mobile Advertising in Korea 4.3 Terminology 4.4 The Mobile Channel 4.4.1 A New Channel with Unique Characteristics 4.4.2 What Can Mobile Marketing and Advertising Accomplish? 4.4.2.1 Mobile Advertising Market Drivers 4.4.3 Barriers to Successful Mobile Marketing and Advertising 4.4.3.1 Technological Barriers 4.4.3.2 Attitudinal Barriers 4.4.3.3 Mobile advertising will not work for all products and services 4.5 Advantages of Mobile Advertising and Marketing Table 4.1: Comparison of Media Campaign Response Rates Table 4.2: Advantages of Mobile Marketing vs. Traditional Marketing 4.6 Typical Marketing Campaigns 4.7 Mobile Advertising and Marketing Techniques 4.7.1 SMS 4.7.2 Premium SMS 4.7.3 Voice SMS 4.7.4 MMS 4.7.4.1 Premium MMS Campaigns 4.7.5 LBS Chart 4.3: LBS subscribers by region, 2005 4.7.5.1 Push- vs Pull-Based Mobile Advertising 4.7.6 Mobile Banner Ads 4.7.7 Games Chart 4.4: Total Global Revenues from Mobile Gaming, 2005-2010 ($ billions) 4.7.7.1 Advertising is being embedded in many games in multiple ways 4.7.7.2 In-game advertising spending 4.7.8 Multimedia - Music, Video, TV 4.7.8.1 Mobile Music and Advertising 4.7.8.2 Mobile Video Advertising 4.7.8.3 Advertising Through Mobile TV 4.7.8.3.1 Determining the Mobile TV Ad Model 4.7.8.3.2 Advertisers will find the mobile channel an increasingly attractive alternative to TV 4.7.8.3.3 Differences Between Advertising on Mobile and Regular TV 4.7.8.3.4 Mobile TV Advertising is Seeing Early Traction in the US 4.7.8.3.5 Mobile TV Presents a Significant Opportunity for Advertising Chart 4.5: Global mobile TV subscribers, 2005-2010 4.7.9 Adult Content 4.7.9.1 Adult Content Provides a Good Opportunity for Multimedia Ads Chart 4.6: % of searches relating to adult material on PCs and mobile handsets 4.7.10 The Future of Messaging and Rich Media 4.7.10.1 Which Technology is Most promising for Mobile Advertising? 4.7.11 Differences Between Europe and the United States 4.8.1 Fixed-Line and Mobile Phones 4.8.2 Pre-paid vs. Contract 4.8.3 Attitudinal Differences Chart 4.7: European wireless users are willing to receive SMS- promotions on their phones 4.8.4 Structural Differences Table 4.3: Penetration of 3G Phones per Country in Western Europe, 2005-2010 4.9 Characteristics of the European Market Table 4.4: Relative Monthly Consumption of Mobile Data Services By Type Over 2G and 3G Networks, Quarter Ended December 2005 4.9.1 UK market Table 4.5: U.K. Mobile Subscriber Monthly Consumption of Content and Applications 4.9.1.1 Mobile Advertising Activity is on the Increase Chart 4.8: Mobile Advertising Spending in the UK, 2005 & 2006 4.10 Characteristics of the U.S. market Table 4.6: Mobile Content and Applications Used by U.S. Mobile Subscribers 4.10.1 SMS in the U.S.-The American Idol Effect Chart 4.9: Percent of U.S. Mobile Phone Subscribers Who Have Used SMS, by Age Grouping 4.10.2 MMS 4.10.3 Multimedia Chart 4.10: US 3G subs vs. total subs growth, 2005-2010 Table 4.7: U.S. Consumers Who Watch TV Programs on Mobile Phones 4.10.4 TV Broadcasters and Other Entertainment Providers 4.10.4.1 Hollywood Takes Control of its Content 4.10.4.2 NBC Mobile 4.10.4.3 CBS Mobile Content 4.10.4.3 ABC 4.10.4.4 ESPN 4.10.4.4.1 ESPN's Mobile Advertising Strategy 4.10.4.5 MTV Looks to Mobile Advertising-Based Business Model 4.10.4.6 Warner Bros 4.10.4.6.1 Warner Bros' Revenue Share Concerns 4.10.5 Advertising Opportunities with Mobisodes 4.10.6 Magazines Embrace the Mobile Channel with Mobizines 4.10.6.1 Advertising on Mobizines 4.11 Privacy and Spam Considerations 4.11.1 Regulations 4.11.2 Attitudes Towards Spam 4.11.2.1 Perceptions of Spam in the US and Europe Among Operators and Consumers 4.12 Demographics 4.12.1 Targeting the Right Product Advertising Towards the Right Age Group 4.12.2 Advanced Mobile Service Users 4.12.3 The Sweet Spot Ages 4.13 Key Players in Providing Content to the End-User Table 4.8: Mobile Marketing/Advertising Participants 4.13.1 Agencies 4.13.2 Mobile Marketing Specialists 4.13.3 Aggregators/Gateway Providers 4.14 The Role of Wireless Network Operators 4.14.1 Operator Positioning in the Mobile Advertising Value Chain 4.14.2 Operator Attitudes to Full-Scale Advertising 4.15 Revenue Sharing and Billing 4.15.1 Display Advertising Cause Revenue Sharing Splits to be More Evenly Distributed 4.15.2 Technology Services Billing 4.15.3 Premium SMS Table 4.9: Premium SMS Revenue Sharing Splits - U.S. 4.18 Cost of mobile campaigns Table 4.10: Mobile advertising cost comparison by bearer technology 4.19 How will mobile advertising evolve? Figure 4.1: Mobile Advertising and Marketing Market Evolution 4.20 Alternative Advertising Models 4.20.1 Sponsorship of Mobile Services 4.20.2 Advertising funded content 4.21 Mobile Search 4.21.1 Internet Search vs. Mobile Search 4.21.2 Mobile Search Takes Off Chart 4.11: Unique users visiting Yahoo!'s and Google's mobile search interface 4.21.3 Proliferation of Major Search Engines into Mobile is Stimulating the Market 4.21.3 Contextual Advertising will Become a Lucrative Market 4.22 Market Forecasts Chart 4.12: Global Mobile Search Advertising and Marketing Spend, 2005-2011 Chart 4.13: Mobile Advertising Investment by Region, 2005-2011 Chart 4.14: Mobile Marketing Investment by Region, 2005-2011 Chart 4.15: Mobile Advertising Revenues, 2006-2011 4.23 Market Trends 4.23.1 Emergence of more one-stop shops 4.23.2 Emergence of mobile advertising specialists 4.23.3 Outsourcing of Mobile Advertising and Marketing 4.23.4 Demographic Changes will Shift Types of Mobile Advertising and Marketing 4.23.5 Mobile Search Growth 4.23.6 The Fall of the Walled Garden 4.23.7 Falling Costs of Mobile Advertising and Marketing 4.23.8 Increasing Importance of CRM to Mobile Brands and Advertisers 4.23.9 Evolution of a Sustainable Mobile Advertising Business Model 4.23.10 Ad-subsidised MVNOs 4.24 Chapter Conclusions Chapter 5 Competitive Landscape Table 5.1: Major Mobile Players by Category in the Mobile and Advertising Space 5.1 North American Marketing, Media, Access, and Platform Companies 5.1.1 Air2Web 5.1.2 AdMob Chart 5.1: AdMob Revenue Split with Publishers Chart 5.2: AdMob Revenue Split with Ad Source Partners 5.1.3 Captive Interactive 5.1.4 Enpocket 5.1.5 Mobile 365 5.1.6 g8wave 5.1.7 ipsh! Table 5.3: ipsh! clients 5.1.8 mBlox 5.1.9 mia 5.1.10 MobiTV 5.1.10.1 MobiTV's Advertising Strategy 5.1.10.2 Advertising for live mobile TV and on-demand mobile TV 5.1.10.3 Future Opportunities 5.1.11 Mobliss 5.1.12 Modeo 5.1.13 m-Qube 5.1.14 Neven Vision 5.1.15 Nextcode 5.1.16 PaperClick/NeoMedia 5.1.17 QUALCOMM/MediaFLO 5.1.17.1 MediaFLO's Advertising Strategy 5.1.18 Soapbox Mobile 5.1.19 SquareLoop 5.1.20 Telescope 5.1.21 Third Screen Media 5.1.22 Twelve Horses 5.1.23 Versaly Entertainment 5.1.24 Vibes 5.1.25 Vidiator 5.2 European Marketing, Media, Access, and Platform Companies 5.2.1 12snap 5.2.2 Active Media 5.2.3 Ad2Hand 5.2.4 Buongiorno 5.2.5 Dynetics 5.2.6 Emexus 5.2.7 Flytxt 5.2.8 MindMatics 5.2.9 mkodo 5.2.10 Netsize 5.2.11 Opera Telecom 5.2.12 Phonevalley 5.2.13 Que Pasa 5.2.14 Screen Tonic 5.2.15 Streamezzo 5.2.16 Upstream 5.2.17 Watisit 5.2.18 Zamano 5.3 Mobile Search Firms 5.3.1 Google 5.3.1.1 Looking to the Third Screen 5.3.1.2 Click-to-call advertising service 5.3.1.3 Call-on-select 5.3.1.4 Towards mobile location-based advertising? 5.3.2 Yahoo! 5.3.2.1 Yahoo!'s Mobile Advertising Strategy 5.3.3 Microsoft 5.3.3.1 Integrating mobile search capability 5.3.4 Action Engine 5.3.5 4INFO 5.3.6 iCrossing 5.3.7 Ingenio 5.3.8 m-Spatial 5.4 Mobile Operators' Advertising Strategies 5.4.1 North American Operators 5.4.1.1 Cingular Wireless 5.4.1.2 Sprint Nextel 5.4.1.4 T-Mobile USA 5.4.1.5 Verizon Wireless 5.4.2 European Operators 5.4.2.1 Orange 5.4.2.3 O2 5.4.2.4 SFR 5.4.2.5 Hutchison 5.4.2.5.1 3 UK 5.4.2.5.1 3 Italy 5.4.2.6 T-Mobile International 5.4.2.7 Telefónica Móviles 5.4.2.8 Vodafone 5.5 Handset Manufacturers 5.5.1 Nokia 5.5.2 Samsung 5.5.3 Sanyo 5.6 Trade Associations 5.6.1 Mobile Marketing Association (MMA) 5.6.2 Mobile Entertainment Forum 5.6.3 Mobile Data Association 5.6.4 ICSTIS Chapter 6 Case Studies 6.1 Flytxt and Orange UK 6.1.1 Objectives 6.1.2 Solution 6.1.3 Results 6.2 m-Qube and NBC/Endemol Entertainment 6.2.1 Objective 6.2.2 Solution 6.2.3 Results 6.3 12snap and Coca Cola 6.3.1 Objective 6.3.2 Solution 6.3.3 Results 6.4 Mobile 365 and Volvo 6.4.1 Objective 6.4.2 Solution 6.4.3 Results Chapter 7 Strategies for Success and Recommendations 7.1 Strategies 7.1.1 Mobile Advertising/Marketing Doesn't Stand Alone 7.1.2 Recognise the Channel's Unique Features 7.1.3 Timeliness and Context Awareness 7.1.4 Relevance 7.1.5 Value 7.1.6 Opt-in Only 7.2 Recommendations Appendix A Lead author's biography Appendix B About visiongain Appendix C Report evaluation form 12snap 3 Italy 3 UK 3GPP 4INFO ABC ABN-Amro Absolut Vodka Action Engine ActiveMedia ActiveSky Adidas AdMob Aicent Air2Web AirCROSS Airwide Solutions Alltel Wireless American Express Anheuser Busch AOL Apple Arqiva BBC Bell Mobility Bertelsmann Blockbuster Boost Mobile Boulanger Bouygues Telecom BT Buongiorno Vitaminic Cadbury Calvin Klein Canalsat Captive Interactive CBS Channel 4 Cherrysauce Chrysler Cingular Wireless Citibank Citroen Coca-Cola Conde Nast Crown Castle International Cuervo D2 Communications Dentsu Dimension 5 Dunkin' Donuts Dynetic Emexus Empower Interactive Endemol Enpocket ESPN ESPN Mobile Experian Fandango Flytxt Ford Fox Broadcasting Company g8wave Gavitec AG General Motors Gizmondo go2 Graphico Harvest Media Group. HBO Mobile Hilton Hotels HipCricket HP Hutchinson Whampoa ICSTIS Index Group InfoGin InfoSpace, ING-Barings Ingenio Intel Internet Broadcasting ipsh! ITV Jamba KDDI Kelloggs Leap Wireless LG LogicaCMG Master Card MauiGames mBlox McDonalds Microsoft Midwest Wireless MindMatics mkodo Mobile 365 Mobile Data Association (MDA) Mobile DTV Alliance Mobile Information Access (mia) Mobile Marketing Association Mobile Media Sales MobiTV Mobliss Mobot Modeo MotionBridge Motorola m-Qube m-spatial MTV, NBC Mobile NBC Universal Digital Media Neo One NeoMedia NeoMedia Technologies Netsize Neven Vision Nextcode Nike Nokia NTT DoCoMo O2 UK O2 Ireland O2 Nederland Omnicom Group Opera Telecom Orange France Orange UK Palm PaperClick Pepsi Phonevalley Pot Noodle Proctor and Gamble Qualcomm Que Pasa Refresh Mobile Rogers Wireless Samsung Sanyo Screen Tonic SFR Sharp SK Telecom Sky SmartVideo Technologies Soapbox Mobile Sony Sony Ericsson Sony Pictures Sprint Nextel Sponge SquareLoop Telefónica Móviles Telescope Telia Telus Mobility Texas Instruments The Chrysalis Group Third Screen Media Time Warner Cable T-Mobile Austria T-Mobile Germany T-Mobile UK T-Mobile USA Turner Broadcasting Twelve Horses Twentieth Television Unilever Universal Music Group Upstream USA Today Verizon Wireless Versaly Entertainment Vibes Vidiator Vindigo Virgin Mobile VISA Vivendi Universal Vivid Entertainment Vodafone Ireland Vodafone Japan Vodafone UK Walt Disney Co Warner Bros WATISIT Weather Channel Weather Channel Interactive Western Wireless Xero Mobile Yahoo! Zamano [Inhaltsverzeichnis ausblenden] |
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