Abstract
Overview:
DoubleClick has managed to maintain its leadership stronghold in the rapidly
evolving mobile advertising network landscape but is challenged by several
emerging players that threaten its foothold during the next five years.
This report provides a concise and highly impactful analysis of DoubleClick' s
business prospects, competitive analysis, SWOT analysis, and Mind Commerce' s
proprietary analysis of the Mobile Advertising Network Vendor Landscape. This
must read report will help anyone involved in mobile advertising better
understand business strategies, competition and the direction of product
offerings and solutions.
Key Findings:
- DoubleClick has managed to maintain its leadership stronghold in the
rapidly evolving mobile advertising network landscape but is challenged by
several emerging players that threaten its foothold during the next five years.
- Brand marketers will increasingly depend on DoubleClick' s extensive
advertising network to improve their clickthrough traffic and reach a more
sophisticated group of consumers who are using cell phones, WiFi-enabled PDAs
and other mobile devices to be entertained, shop, and find local merchants.
- DoubleClick must continue to add prominent brands to its network and
further develop its analytics capabilities or risk losing share to competing
companies such as AdMob and Third Screen Media.
- DoubleClick' s long-term growth will be focused on development of advanced
digital advertising properties, namely mobile video, browser-based widgets,
and dynamic content for localized search.
- Mind Commerce would like to see DoubleClick leverage its Google muscle to
foster partnerships with Apple and bolster its offerings for mobile
application developers, a market that currently chalks up nearly $4 billion in
sales and we expect to reach more than $10 billion by 2014. As mobile devices
grow more sophisticated, users will come to expect easy access to more
relevant and useful applications.
Audience:
- Media Buyers at Marketing and Advertising Agencies, and Corporate
Marketing Departments: Chief Marketing and Advertising Executives are
determining how best to allocate their budgets for 2010 and mobile is
certainly on their radar.
- Mobile advertising networks: The suppliers enable different types
of mobile ads to be broadcast over mobile networks, in videos, and in other
mobile premium content.
- Mobile search and content aggregators: Many are chasing Google but
the smaller vendors offer localized search capabilities.
- Cellular phone providers: They carry the millions of text messages,
some of them sponsored, and are looking at ways to leverage mobile marketing
campaign data for their own use.
- Mobile platform developers: These suppliers create videos, games,
downloadable applications for mobile that they in turn use to recruit
sponsorship opportunities.
- Traditional media outlets: Broadcast television stations and
Internet properties are leveraging mobile to stream newscasts and other
premium content.
- Smartphone and PDA manufacturers: They provide the hardware that
enable next-generation mobile content possible.
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