Mobile Marketing & Advertising 2009: Challenges and Opportunities

Table of Contents

Section 1: Mobile Marketing and Advertising Grows Up.

• Global Spending on Mobile Advertising and Marketing Rises
• Few Vendors Will Dominate Mobile Market
• Mobile Messaging and Mobile Search Generate Interest
• Marketers Differ on the Best Messaging Platform..
• Mobile Search Will Dominate Subscriber Activity.
• Mobile Reaches Elusive Younger Male Demographic.
• U.S. Mobile Searchers Prefer Task-Driven Content
• U.S. Mobile Searchers Prefer Ad-Supported Format, says Survey.
• Mobile Video and Apps Is Fastest Growing Content Sector.

Section 2: The Mobile Marketing Opportunity.

• Spending Forecasts Vary Among Researchers
• European Mobile Marketing Will Grow Gradually.
• Europe Mobile Marketing Efforts Mature Slowly.
• Asia is Mobile Global Leader.
• Growth of Mobile Marketing Spending Faces Challenges
• One-Third of Mobile Users Recall Advertising Today.
• Mobile Campaigns are Still Pricey.

Section 3: Mobile Marketing Vendor Shakeout

• Suppliers Provide Diverse Set of Offerings
• Google Dominates Mobile Search and Content Aggregation.
• Advertising Networks Vie for Leading Brand Clientele.
• Mobile Phone Carriers to Focus on Platform Access

Section 4: The Mobile Marketing Forecast

• Global Market Spending to Reach $50B by 2014.
• Immediate Measurement of Success Attracts Advertisers

Section 5: Recommendations: Plan Mobile Campaigns Now..

• Figure 1. Global Spending on Mobile Advertising and Marketing (in U.S. $ billion), 2007 to 2009
• Figure 2. U.S. Spending by Type of Mobile Marketing and Advertising (in $ billions), 2007 to 2009
• Figure 3. Percent of Mobile Media Users and Internet Users Who Respond to Advertisements (in Great Britain)
• Figure 4. Mobile Subscriber Monthly Consumption of Content and Applications
• Figure 5. Global Mobile Content Consumption on iPhones and Smartphones
• Figure 6. Mobile Search Users (000s) via Mobile Device, Three-Month Average in U.S. and Europe
• Figure 7. Gender Differences Among Cell Phone Users by European Country
• Figure 8. Leading Mobile Search Brands by Mobile Searcher Penetration
• Figure 9: Mobile Search and Content Aggregator Vendor Landscape, 2009
• Figure 10. Mobile Advertising Network Vendor Landscape
• Figure 11. U.S. Market Share of Cellular Phone Service Providers
• Figure 12. Global Mobile Marketing and Advertising Spending Forecast, 2009 to 2014
• Figure 13. Share of Spending on Mobile Marketing and Advertising by Region, 2009 vs. 2014
• Figure 14. Global Spending on Types of Mobile Marketing, 2009 to 2014
• Figure 15. 2009 Share of Spending by Mobile Marketing Format
• Figure 16. 2014 Share of Spending by Mobile Marketing Format
• Figure 17. Spending (in $ billions) on Mobile Marketing and Advertising Formats in the U.S., 2009 vs. 2014
• Figure 18. Spending (in $ billions) on Mobile Marketing and Advertising Formats in China, 2009 vs. 2014
• Figure 19. Spending ($ in billions) on Mobile Marketing and Advertising Formats in the U.K., 2009 vs. 2014