Mobile Advertising & Marketing: Delivery Channel Analysis and Global Forecasting 2008-2015

Key Strengths, Success Factors, Value Chains, and Market Structures and Environment

Publication Date	September 2009
Publisher	Yonku & Kenkyu
Product Type	Report
Pages	96
ISBN Number	not applicable
Product Code	YKI00003

Buy this product or for assistance call +44 20 7060 7474

PDF £1,080.00$1796 | €1209

FAX Order above formats by FAX

Summary

Mobile marketing and advertising are on the verge of going mainstream as important new ways for brands to communicate with consumers in Asia and globally.

As the mobile market evolves and grows, mobile carriers, existing web service operators and advertising agencies have looked for new ways to monetize services and develop new sources of revenue. Brands and marketers are paying increasing attention to the mobile channel because it allows highly targeted campaigns that reach specific segments of interest to advertisers. As major brands and agencies have actively unfolded mobile ads campaigns, the market followers are also quickly moving into mobile space. Their pace to exploit opportunities in mobile ads has opened the door for a number of specialized agencies, aggregators, and other enablers.

Advertising via mobile channels is of growing importance and many new methods for reaching subscribers with marketing and advertising campaigns are being developed. Depending on the target market and the mobile channel employed, a campaign can use precise demographic information that maximizes marketing and advertising spending on particular segments. This precision results in demonstrably higher customer response rates than campaigns using other mediums.

The highly personalized nature of mobile phones, their ubiquity, and their increasing media capabilities make these ideal devices for reaching out to consumers to extend brand marketing as well as to advertise products and services.

This study examines the potential for mobile advertising and identifies the different types of technologies used to deliver them to mobile customers, as well as the key strengths and key success factors of each granular segmented tool including

Message Type Ads – SMS and MMS
Audio Type Ads – Ring Back-tone Ads
Video Type Ads – Idle Screen in Mobile Phone, Mobile Video and Mobile TV, Video ARS
Search Type Ads – SMS and Browser based Search
Location based Ads (LBA) – Local Search
Navigation based Ads (NBA) – Ads delivered over Navigation Devices
Mobile Codes Type Ads – Number and Bar Code based Mobile Ads and Marketing
Social Networking Service based Ads
Mobile Game based Ads
Bluetooth based Proximity Type Ads
Mobile Commerce Type Ads – Mobile Voucher, Mobile Coupon and Membership, Mobile Survey

This study also examines the mobile advertising value chain and market structure in Asia, the perception of consumers and advertisers, market opportunity and market trends relevant to mobile advertising, and the key market players having an impact on this market.

The global market forecasting entails the overall delivery volumes of advertisement messages, Click-Through or Response results, and expenditures and revenues by each segmented delivery channels and global region from 2008 to 2015.

Content

1 Executive Summary

2 Overview of Mobile Advertising
2.1 Why Mobile Ads?
2.2 Consumer Behavior in Advertising
2.3 Skeptical View toward the Effectiveness of Mobile Ads
2.4 Key Success Factors
2.4.1 Benefits for Consumers
2.4.2 Entertainment
2.4.3 Control

3 Mobile Advertising Value Chain and Market Structures
3.1 Mobile Advertising Value Chain
3.1.1 Agencies
3.1.2 Aggregators
3.1.3 Application Service Providers
3.1.4 Mobile Carriers
3.2 Market Environment in Asia
3.2.1 Japan
3.2.1.1 Market Structure and Players
3.2.1.2 Common Mobile Ads Platform
3.2.1.2.1 Picture – Banner Type Ads
3.2.1.2.2 Dokusuru Menu – Reward Type Ads
3.2.1.2.3 Message Free – Message Type Ads
3.2.1.3 Market Perception from Users and Brands
3.2.2 Korea
3.2.2.1 Market Structure
3.2.2.2 Innovative Advertising Methods
3.2.3 China
3.2.3.1 Market Structure
3.2.3.2 Advertising Agencies
3.2.3.2.1 MADhouse
3.2.3.2.2 Unicom NewSpace Communication
3.2.3.2.3 Gravitas

4 Mobile Advertising Technologies and Tools
4.1 Message Type Mobile Ads - SMS and MMS
4.1.1 SMS
4.1.1.1 Push vs. Pull
4.1.1.2 Parameters used in Database Mining
4.1.2 MMS
4.1.2.1 Key Strengths
4.1.2.2 Technical Specification
4.1.3 Message Free in Japan
4.2 Audio Type Mobile Ads
4.2.1 Ring-back Tone Mobile Ads
4.2.2 Key Strengths
4.2.3 Ring-back Tone Mobile Ads Program by Mhows, Korea
4.2.3.1 Opt-in User based Ring-back Tone Ads
4.2.3.2 Employee based Ring-back Tone Ads
4.2.3.3 Event based Ring-back Tone Ads
4.2.4 Ring-back Tone Mobile Ads in Turkcell, Turkey
4.3 Search Type Mobile Ads
4.3.1 Why Mobile Search Ads?
4.3.2 Key Strengths
4.3.3 Mobile Search in Japan
4.3.3.1 Japanese Mobile Carriers Approach
4.3.3.2 Uptake of Mobile Search and Page Views in Japan
4.3.4 Location based Advertisement (LBA)
4.3.5 LBA’s Angles for Applications
4.3.6 StarMap – Location based Mobile Ads by Korean Mobile Carriers
4.3.7 Global Adoption of LBA
4.3.8 The Key Success Factor in LBA
4.4 Navigation based Advertisement (NBA)
4.4.1 Why NBA?
4.4.2 Aligo by Hyundai Motors for Navigation based Advertisement
4.4.2.1 POI Search Ads
4.4.2.2 Auto Pop-up Ads
4.5 Mobile Code type Ads
4.5.1 Why Mobile Codes?
4.5.2 Key Strengths
4.5.3 Number Type
4.5.4 Barcode Type
4.5.5 Global Adoption
4.5.5.1 UPCODE 44
4.5.5.2 Mobile RFID
4.5.5.3 Microsoft Tag
4.5.5.4 Mobile Code on Business Cards
4.6 Mobile Video Type Ads
4.6.1 Key Strengths
4.6.2 Format Issues
4.6.3 Idle Screen based Ads
4.6.3.1 Ad MoA – Broadcasting Ads on Idle Screen by SK Telecom
4.6.3.2 Ads Broadcast by Celltick in Thailand
4.6.4 Video ARS
4.7 Social Networking based Mobile Ads
4.7.1 Why Social Networking?
4.7.2 Key Strengths - Behavior Targeting
4.7.3 Mixi – Japan’s Social Networking based Mobile Ads
4.8 Mobile Ads based on Game
4.8.1 Why Mobile Ads based on Game?
4.8.2 In-Game Ads vs. Brand-Sponsored Game Ads
4.9 Bluetooth Proximity Ads and Marketing
4.9.1 Why Bluetooth Proximity Ads and Marketing?
4.9.2 Methods: Covert vs. Opt-In
4.9.2.1 Covert Marketing
4.9.2.2 Opt-In Broadcasting
4.9.3 Bluetooth Gas Station by SK Energy, Korea
4.9.4 Bluetooth Mobile Ads in China
4.10 Mobile Commerce Type Ads
4.10.1 Key Strengths
4.10.2 Mobile Voucher - Gificon
4.10.2.1 Types of Gificon
4.10.3 Mobile Coupon
4.10.3.1 Delivery Methods: Messages vs. Dedicated Application
4.10.3.2 OK Coupon by SK Networks
4.10.4 Mobile Membership
4.11 Mobile Survey
4.11.1 Why Mobile Survey?
4.11.2 Key Strengths
4.11.3 Methods

5. Markets Forecasting
5.1 SMS Ads Global Forecasting, 2008-2015
5.1.1 SMS Ads Sent
5.1.2 Number of Click-Through in SMS Ads
5.1.3 Expenditure on SMS Ads
5.2 MMS Ads Global Forecasting, 2008-2015
5.2.1 MMS Ads Sent
5.2.2 Number of Click-Through in MMS Ads
5.2.3 Expenditure on MMS Ads
5.3 Audio Type Ads Global Forecasting, 2008-2015
5.3.1 Ring-back Tone Ads Delivered
5.3.2 Number of Target-reached Consumers in Ring-back Tone Ads
5.3.3 Expenditure on Ring-back Tone Ads
5.4 Location based Ads Global Forecasting, 2008-2015
5.4.1 Ads Delivered over Local Search
5.4.2 Expenditure on Local Search Ads
5.5 Navigation based Ads Selected Countries – the U.S. & Canada, Japan, Korea, China, the U.K., France, Germany, the Rest of Europe, 2008-2015
5.5.1 Ads Impression on the Navigation Devices
5.5.2 Expenditure on Navigation based Ads (NBA)
5.6 Mobile Code Type Ads Global Forecasting, 2008-2015
5.6.1 Ads Delivered over Mobile Codes
5.6.2 Expenditure on Mobile Code Ads
5.7 Mobile Video Type Ads Global Forecasting, 2008-2015
5.7.1 Ads Delivered over Mobile Video
5.7.2 Number of Click-Through in Mobile Video Ads
5.7.3 Expenditure on Mobile Video Ads
5.7.4 Ads Delivered over Idle Screen 82
5.7.5 Number of Click-Through in Idle Screen Ads
5.7.6 Expenditure on Idle Screen Ads
5.8 Social Networking Service (SNS) based Mobile Ads Global Forecasting, 2008-2015
5.8.1 Ads Delivered over Mobile SNS Networks
5.8.2 Number of Click-Through in Mobile SNS Networks
5.8.3 Expenditure on Mobile SNS Ads
5.9 Mobile Game based Ads Global Forecasting, 2008-2015
5.9.1 In-Game Ads Delivered
5.9.2 Expenditure on In-Game Ads
5.10 Mobile Commerce Type Ads & Marketing Global Forecasting, 2008-2015
5.10.1 Mobile Voucher Purchases
5.10.2 Mobile Voucher Revenues
5.10.3 Mobile Coupon Downloads
5.10.4 Expenditure on Mobile Coupon

6. Appendix - Acronyms

List of Tables

Table 1 SMS Ads Sent Forecasting, World Markets, 2008-2015
Table 2 Number of Click-Through in SMS Ads Forecasting, World Markets, 2008-2015
Table 3 Expenditure on SMS Ads Forecasting, World Markets, 2008-2015
Table 4 MMS Ads Sent Forecasting, World Markets, 2008-2015
Table 5 Number of Click-Through in MMS Ads Forecasting, World Markets, 2008-2015
Table 6 Expenditure on MMS Ads Forecasting, World Markets, 2008-2015
Table 7 Ring-back Tone Ads Delivered Forecasting, World Markets, 2008-2015
Table 8 Number of Target Reached Consumers in Ring-back Tone Ads Forecasting, World Markets, 2008-2015
Table 9 Expenditure on Ring-back Tone Ads Forecasting, World Markets, 2008-2015
Table 10 Ads Delivered over Local Search Forecasting, World Markets, 2008-2015
Table 11 Expenditure on Local Search Ads Forecasting, World Markets, 2008-2015
Table 12 Ads Impression on the Navigation Devices, the US & Canada, Japan, Korea, China, the U.K., France, Germany, the Rest of Europe Forecasting, 2008-2015
Table 13 Expenditure on Navigation based Ads (NBA), the US & Canada, Japan, Korea, China, the U.K., France, Germany, the Rest of Europe Forecasting, 2008-2015
Table 14 Ads Delivered over Mobile Codes Forecasting, World Markets, 2008-2015
Table 15 Expenditure on Mobile Codes Ads, World Markets Forecasting, 2008-2015
Table 16 Ads Delivered over Mobile Video Forecasting, World markets, 2008-2015
Table 17 Number of Click-Through in Mobile Video Ads Forecasting, World Markets, 2008-2015
Table 18 Expenditure on Mobile Video Ads Forecasting, World markets, 2008-2015
Table 19 Ads Delivered over Idle Screen Forecasting, World Markets, 2008-2015
Table 20 Number of Click-Through in Idle Screen Ads Forecasting, World Markets, 2008-2015
Table 21 Expenditure on Idle Screen Ads Forecasting, World Markets, 2008-2015
Table 22 Ads Delivered over Mobile SNS Networks Forecasting, World Markets, 2008-2015
Table 23 Number of Click-Through in Mobile SNS Networks Forecasting, World Markets, 2008-2015
Table 24 Expenditure on Mobile SNS Ads Forecasting, World Markets, 2008-2015
Table 25 In-Game Ads Delivered Forecasting, World Markets , 2008-2015
Table 26 Expenditure on In-Game Ads Forecasting, World markets, 2008-2015
Table 27 Mobile Voucher Purchases Forecasting, World Markets, 2008-2015
Table 28 Mobile Voucher Revenues Forecasting, World Markets, 2008-2015
Table 29 Mobile Coupon Downloads Forecasting, World Markets, 2008-2015
Table 30 Expenditure on Mobile Coupon Forecasting, World Markets, 2008-2015

List of Charts
Chart 1 Mobile Channels vs. Conventional Ads Media based on Information Capacity, Targeting, Interactivity, Real Time Delivery, and Portability
Chart 2 The Usage Frequency of Mobile Search from Japanese Mobile Subscribers January, 2009
Chart 3 Mobile Page Views vs. Online Page Views in Yahoo Japan / 2008-2009
Chart 4 Mobile Page Views vs. Online Page Views in Japanese Social Networking Site: MIXI / 2007-2009
Chart 5 Bluetooth Uptake in Mobile Phone, Korea, 2001-2009
Chart 6 SMS Ads Sent World Markets Forecasting, 2008-2015 (millions)
Chart 7 Number of Click-through in SMS Advertising Forecasting, World Markets, 2008-2015 (millions)
Chart 8 Expenditure on SMS Ads Forecasting, World Markets, 2008-2015 ($ millions)
Chart 9 MMS Ads Sent Forecasting, World Markets, 2008-2015 (millions)
Chart 10 Number of Click-Through in MMS Ads Forecasting, World markets, 2008-2015 (millions)
Chart 11 Expenditure on MMS Ads Forecasting, World Markets, 2008-2015 ($ millions)
Chart 12 Ring-back Tone Ads Delivered Forecasting, World Markets, 2008-2015 (millions)
Chart 13 Number of Target Reached Consumers in Ring-back Tone Ads Forecasting, World Markets, 2008-2015 (millions)
Chart 14 Expenditure on Ring-back Tone Ads Forecasting, World Markets, 2008-2015 ($ millions)
Chart 15 Ads Delivered over Local Search Forecasting, World Markets, 2008-2015 (millions)
Chart 16 Expenditure on Local Search Ads Forecasting, World Markets, 2008-2015 ($ millions)
Chart 17 Ads Impression on the Navigation Devices, the US & Canada, Japan, Korea, China, the U.K., France, Germany, the Rest of Europe Forecasting, 2008-2015 (millions)
Chart 18 Expenditure on Navigation based Ads (NBA), the US & Canada, Japan, Korea, China, the U.K., France, Germany, the Rest of Europe Forecasting, 2008-2015 ($ millions)
Chart 19 Ads Delivered over Mobile Codes, North America, Western Europe, Asia Pacific Forecasting, 2008-2015 (millions)
Chart 20 Ads Delivered over Mobile Codes, Eastern Europe, Africa & Middle East, South America Forecasting, 2008-2015, (millions)
Chart 21 Expenditure on Mobile Codes Ads, North America, Western Europe, Asia Pacific Forecasting, 2008-2015 ($ millions)
Chart 22 Expenditure on Mobile Codes Ads, Eastern Europe, Africa & Middle East, South America Forecasting, 2008-2015 ($ millions)
Chart 23 Ads Delivered over Mobile Video Forecasting, World markets, 2008-2015 (millions)
Chart 24 Number of Click-Through in Mobile Video Ads Forecasting, World Markets, 2008-2015 (millions)
Chart 25 Expenditure on Mobile Video Ads Forecasting, World markets, 2008-2015 ($ millions)
Chart 26 Ads Delivered over Idle Screen Forecasting, World Markets, 2008-2015 (millions)
Chart 27 Number of Click-Through in Idle Screen Ads Forecasting, World Markets, 2008-2015 (millions)
Chart 28 Expenditure on Idle Screen Ads Forecasting, World Markets, 2008-2015 ($ millions)
Chart 29 Ads Delivered over Mobile SNS Networks Forecasting, World Markets, 2008-2015 (millions)
Chart 30 Number of Click-Through in Mobile SNS Networks Forecasting, World Markets, 2008-2015 (millions)
Chart 31 Expenditure on Mobile SNS Ads Forecasting, World Markets, 2008-2015 ($ millions)
Chart 32 In-Game Ads Delivered Forecasting, World Markets , 2008-2015 (millions)
Chart 33 Expenditure on In-Game Ads Forecasting, World markets, 2008-2015 ($ millions)
Chart 34 Mobile Voucher Purchases Forecasting, World Markets, 2008-2015 (millions)
Chart 35 Mobile Voucher Revenues Forecasting, World Markets, 2008-2015 ($ millions)
Chart 36 Mobile Coupon Downloads Forecasting, World Markets, 2008-2015 (millions)
Chart 37 Expenditure on Mobile Coupon Forecasting, World Markets, 2008-2015 ($ millions)

List of Figures

Figure 1 The Evolution of Consumer Behavior in Advertising
Figure 2 The Role and General Campaign Process offered by Mobile Ads Agencies
Figure 3 Japanese Common Mobile Ads Platform and their Targeting Range to Consumers
Figure 4 Chinese Mobile Ads Formats – Text Link, Banner, and Full Screen Graphic Image
Figure 5 “Message Free” – Japanese Message Type Mobile Ads
Figure 6 MMS Mobile Ads in Korea – Text & Image, Text & Video, Video Streaming only
Figure 7 Location based Search Ads in Japan
Figure 8 What are the most accurate targeting tools? - Online & Mobile Ads tools by the targeting accuracy and technical difficulty
Figure 9 StarMap – Search Results in Location based Advertising by Korean Mobile Carriers
Figure 10 Vehicle Navigation based Advertising – Aligo by Hyundai Motors
Figure 11 Number Type Mobile Code for Advertisement – Doku Number in Japan
Figure 12 Bar Code on Billboard – QR Code in Japan
Figure 13 QR Code in Magazine and Landing Mobile Site for Advertisement
Figure 14 UPCODE in Billboard (CBS Outdoor) and Real Estate Magazine
Figure 15 Mobile RFID for Product Items Scanning over Mobile Phone – Korea Telecom
Figure 16 Microsoft Tag on Pizza flyer
Figure 17 Mobile Codes on Business Cards
Figure 18 Mobile Ads on Idle Screen in Mobile Phone by SK Telecom
Figure 19 The Process for Behavior Pattern Analysis and Delivering Ads in Mobile Social Networking Site
Figure 20 Mobile Advertising for Promotion adopting Roulette Game
Figure 21 In-Game Advertising with Brand Logo
Figure 22 Pepsi’s Bluetooth Proximity Mobile Ads in Bus Shelter
Figure 24 Bluetooth Mobile Ads and Marketing in Gas Station by SK Energy
Figure 25 Barcode Embedded Message in Mobile Voucher-Gifticon
Figure 26 Mobile Commerce Type Marketing and Advertising – Mobile Voucher: Gifticon by SK Telecom
Figure 27 Mobile Coupon via Contactless Payment Solution in Japan
Figure 28 Mobile Coupon via Coupon Application by SK Networks