Mobile Advertising and Marketing: Change Is in the Air

Table of Contents

Executive Summary

• US Mobile Advertising Spending, 2008-2013 (millions)
• Key Questions

The eMarketer View

• Key eMarketer Numbers - Mobile Advertising and Marketing

Ad Spending Outlook

• Spending Trends
  • Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
  • Comparative Estimates: US Mobile Advertising Spending Growth, 2009-2013 (% change)
  • US Mobile Advertising Revenues, by Format, 2008 & 2013 (millions and % of total)
  • US Mobile Advertising Spending Share, by Format, 2008-2013 (% of total)
  • US Mobile Advertising Spending, by Format, 2008-2013 (millions)
  • US Mobile Ad Spending Growth, by Format, 2009-2013 (% change)
• Marketer Outlook
  • Change* in Marketing Spending by US Marketers, by Tactic, May 2009 (% of respondents)
  • Change* in Marketing Spending by Their Clients According to US Marketing Agencies, by Tactic, May 2009 (% of respondents)
  • Change* in Advertising Spending According to US Advertisers, by Media, February 2009 (% of respondents)

Incorporating Mobile into Budgets and Plans

• Budgeting
  • Mobile Marketing Plan in 2010 According to US Brand Marketers and Ad Agencies (% of respondents)
• Where are mobile budgets coming from?
• Planning

Understanding the Audience

• Share of Mobile Web Activity, by Browser/Platform, August 2009 (% of total)
• Attitudes Toward Mobile Marketing and Advertising
  • US Mobile Phone Users Who Have Participated* in a Mobile Marketing Campaign, by Age, 2008 (% of respondents in each group)
  • Demographic Profile of US Mobile Subscribers Who Received Text Message Ads, May 2009 (% reach in each group)
  • Demographic Profile of US Mobile Phone Users Who Recall Viewing Mobile Advertising, Q1 2009 (% of respondents in each group)
  • US Mobile Phone Users Who Have Participated* in a Mobile Marketing Campaign, by Activity, 2008 (% of respondents)
  • US Mobile Subscribers Who Would Be Willing to View Mobile Ads*, 2008 (% of respondents)
  • Number of Mobile Ads per Day that US Mobile Subscribers Would Be Willing to View*, 2008 (% of respondents)

Marketing Choices: Unraveling the Complexity

• Display
  • Leading US Industries, Ranked by Share of Mobile Advertising Instances, May 2008 & April 2009
  • US Mobile Advertising Monetization Rates, by Industry, April 2009
• Mobile Search
  • Share of Mobile Searches in the US, by Search Engine, January-August 2009 (% of total)
• Messaging
  • US Mobile Content Penetration, by Type, Q1 2008-Q1 2009 (% of total mobile subscribers)

Measuring Success

• What metrics and ROI should marketers establish for mobile?
• What are some best practices for approaching mobile?

Conclusions

Endnotes

• 106463
  • Comparative Estimates: US Mobile Advertising Spending, 2008-2013 (millions)
• 106464 | 106465 | 106466 | 106475
  • US Mobile Advertising Spending, 2008-2013 (millions)
  • US Mobile Advertising Spending, by Format, 2008-2013 (millions)
  • US Mobile Advertising Spending Share, by Format, 2008-2013 (% of total)
  • US Mobile Ad Spending Growth, by Format, 2009-2013 (% change)
• 106476
  • Key eMarketer Numbers - Mobile Advertising and Marketing
• 106615
  • Comparative Estimates: US Mobile Advertising Spending Growth, 2009-2013 (% change)

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