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Mobile Marketing & Advertising 2013
Challenges and Opportunities

  • Publication Date:November 2012
  • Publisher:Mind Commerce
  • Product Type: Report
  • Pages:52

Mobile Marketing & Advertising 2013 Challenges and Opportunities

No longer a niche value-added service (VAS), mobile marketing and advertising is now a mainstream service offering. As is the case with many VAS applications, there is an interdependency between the mobile operator and various third parties including media companies, advertisers, portals, content providers, brands, and various other intermediaries.

Drivers for mobile marketing include a dramatic increase in smartphone usage, over-the-top applications, introduction of new methods such as abbreviated dial codes, and many other factors. Worldwide share of mobile web traffic alone has increased from 3.8% to 10% from 2010 to 2012. Mobile Internet usage is expected to overtake desktop usage as early as 2014. SMS remains the most common denominator among mobile marketing modalities with approximately 3B SMS enabled phones worldwide. Smartphone penetration of about 1B global users is a significantly gaining end-user target, especially as LTE is deployed allowing for increasingly more interactive, multimedia marketing/advertising solutions.

This research focuses on the challenges and opportunities within mobile marketing and advertising in 2013 and beyond. The report includes a vendor assessment, solution analysis, and prospects for various mobile marketing and advertising modalities. The report also includes the following forecasts:

  • Global Mobile Advertising and Marketing Expenditures to 2015
  • Global Mobile Advertising and Marketing Expenditures by Ad Type to 2015
  • Global Mobile Marketing and Advertising Expenditures by Modality to 2015

 

Report buyers at the Company-wide License level for this report will also receive a copy of the following reports at no additional charge:

Mobile Marketing in India: Opportunity Analysis and Forecast 2012-2017

Google in Mobile and Online Video Advertising: YouTube, Android, and More

Mobile Bar Code Marketing: Challenges, Opportunities, Global Outlook 2012-2017

Target Audience:

  • Traditional media outlets
  • Mobile platform developers
  • Mobile advertising networks
  • Marketing and Advertising Agencies
  • Smartphone and PDA manufacturers
  • Mobile search and content aggregators
  • 1.0 BRIGHTNESS ON THE MOBILE ADVERTISING HORIZON
    • 1.1 THE RAPIDLY CHANGING MOBILE ADVERTISING LANDSCAPE
    • 1.2 MOBILE MESSAGING VENDORS GROW UP
    • 1.3 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL
    • 1.4 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS
    • 1.5 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR
    • 1.6 DATA TRAFFIC CHANGES FROM MEGABYTE TO GIGABYTE
  • 2.0 SECTION 2 THE MOBILE MARKETING OPPORTUNITY
    • 2.1 ADVERTISING SPENDING GROWTH FORECASTS 2012 TO 2020
    • 2.2 EUROPEAN MOBILE MARKETING WILL GROW GRADUALLY
    • 2.3 EUROPE MOBILE MARKETING EFFORTS MATURE SLOWLY
    • 2.4 ASIA REMAINS MOBILE GLOBAL LEADER; U.S. LAGS
    • 2.5 GROWTH OF MOBILE MARKETING SPENDING FACES CHALLENGES
  • 3.0 SECTION 3 MOBILE MARKETING VENDORS MAKE THEIR MARK
    • 3.1 SUPPLIERS PROVIDE DIVERSE SET OF OFFERINGS
    • 3.2 ADVERTISING NETWORKS VIE FOR LEADING BRAND CLIENTELE
    • 3.3 GLOBAL MARKET SPENDING TO REACH $54B BY
    • 3.4 MOBILE VIDEO ADVERTISING
    • 3.4.1 CASE STUDY: HOW MOBILE VIDEO ADVERTISING CAN INCREASE SALES
    • 3.5 YOUTUBE
    • 3.5.1 YOUTUBE MOBILE VIDEO ADS
    • 3.5.2 CASE STUDY: YOUTUBE VIDEO ADVERTISING WITH MOBILE COMMERCE APPLICATIONS
    • 3.5.3 CASE STUDY: VIDEO ADVERTISING IN MOBILE APPS (HOW TO ATTRACT NEW USERS IN A CROWDED APP STORE?)
  • 4.0 SECTION 4 RECOMMENDATIONS FOR THE MOBILE MARKETER
    • 4.1 DURING AN ECONOMIC DOWNTURN
    • 4.2 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS
  • TABLES
    • Table 1 Worldwide Mobile Advertising analysis
    • Table 2 Global Spending on Mobile Advertising and Marketing (in U.S. $ billion), 2011 to 2015
    • Table 3 Percentage of Mobile Subscribers Accessing Mobile Web (at least monthly)
    • Table 4 Percentage of Mobile Web Users Who Never or Rarely Use the Desktop Web
    • Table 5 U.S. Spending by Type of Mobile Marketing and Advertising (in $ millions), 2011 to 2015
    • Table 6 Year-Over-Year Growth Rates in Mobile Ad Spending by Type of Advertising, 2011 to 2015
    • Table 7 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing by Ad Type, 2011 to 2015
    • Table 8 Subscriber Monthly Consumption of Content and Applications in 2012
    • Table 9 Mobile Content Consumption on iPhones and Smartphones
    • Table 10 Percentage of Searches Conducted Via of Mobile Advice, by Type of Search
    • Table 11 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012 to 2016
    • Table 12 Global Spending (in U.S. $billions) on Mobile Advertising and Marketing by Type of Ad, 2012 to 2016
    • Table 13 Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012, 2015 and 2020
    • Table 14 Global Spending (in U.S. $ billions) on Mobile Marketing and Advertising by Type of Ad, 2012, 2016 and 2020
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