Mobile Advertising: Cutting through the Hype (2nd edition)

Table of Contents

• Global mobile advertising spend, 2007-2013

• MOBILE MARKET OVERVIEW
• The mobile market today
  • Figure 1.1: Global total mobile ARPU, 2007-2012
• Data revenues
  • Figure 1.2: Global mobile ARPU breakdown, by voice and data, 2007-2012
  • Figure 1.3: Global ARPU breakdowns of the future?
• Non-messaging data revenues
  • Figure 1.4: Global total annual mobile data revenues, 2007-2012
  • Figure 1.5: Global, non-SMS revenues as a percentage of total data revenues, leading operators, 3Q07
  • Figure 1.6: West Europe, year-on-year growth in quarterly non-messaging data revenues of selected mobile operators, 1Q06 to 3Q07
• 3G uptake
  • 3G subscriptions
  • Figure 1.7: Global total mobile subscriptions, by generation, 2007-2012
  • 3G handsets and devices
  • Figure 1.8: Global handset features penetration, 2001-2012
• Taking the content mobile

• WHAT IS MOBILE ADVERTISING?
• Distinction between mobile advertising and mobile marketing
• The most accomplished definition to date
• Advertising on mobile
• True mobile advertising

• SURVEYS:FROM CONSUMERS TO THE BRANDS
• Global survey results
  • Figure 3.1: Global average: which devices do you take out of your home?
  • Figure 3.2: Global average: which devices are you interested in purchasing in the future?
  • Figure 3.3: Global average: usage of mobile features in the last six months
  • Figure 3.4: Global average: which content are you most likely to pay for?
  • Figure 3.5: Global average: opinion on mobile phone advertising formats
  • Figure 3.6: Global average: opinion on portable device advertising formats
  • Figure 3.7: Global average: content that consumers would most like to receive free of charge from advertisers
• The UK' s response to mobile advertising
  • Figure 3.8: UK: acceptance of mobile advertising
• Acceptance of mobile advertising, by age
  • Figure 3.9: UK: acceptance of mobile advertising, by age
• The convergence of advertising and mobile content
  • Figure 3.10: UK: how much do you spend on mobile content per month?
  • Figure 3.11: UK: mobile content spend over three-month period
  • Figure 3.12: UK: how much would you pay for mobile TV?
• The market needs more than surveys
• A solution for the consumer?
• Mobile industry aware of shortcomings
• What the brands say
  • Figure 3.13: Global: to what extent does your organization use text messaging (SMS) for marketing purposes?
  • Figure 3.14: Global: to what extent does your organization use multimedia messaging (MMS) for marketing purposes?
  • Figure 3.15: Global: are you considering implementing text message (SMS) and/or multimedia message (MMS) marketing in the next 12 months?
  • Figure 3.16: Global: which features/benefits would make mobile marketing more attractive?
  • Figure 3.17: Global: what percentage of your marketing communications budget do you expect to spend on mobile marketing in two years time?
  • Figure 3.18: Global: what percent of your marketing communications budget do you expect to spend on mobile marketing in 2007, 2009 and 2012?

• MOBILE ADVERTISING BY TYPE
• Measurement of mobile advertising
• M:Metrics' M:AdTracker mobile advertising service
• ioglobal' s Three Screen Trial for mobile advertising ioglobal
• Need for measurement for mobile advertising
• Mobile advertising inventory
  • Figure 4.1: The UK mobile advertising population
  • Figure 4.2: The early mobile advertising inventory
• Activating the mobile advertising inventory
  • Figure 4.3: The Mobile Advertising Inventory Tree 2008
• Advertising on mobile using messaging
• The appeal of messaging for advertising
• Case studies for advertising on mobile using messaging
  • Case study: Blyk
  • Figure 4.4: UK, Blyk' s financial benefit model
  • Figure 4.5: UK, Blyk' s message tagging
  • Figure 4.6: UK, Blyk' s brands per sector at launch
  • Figure 4.7: UK, Blyk' s publicly-announced brands at launch
  • Figure 4.8: UK, Blyk' s market research on respondents' main reason for switching networks, 2007
  • Figure 4.9: UK, Blyk' s technology platform
  • Figure 4.10: UK, Blyk' s eight steps for interaction and engagement
  • Case study: Vodafone Czech Republic' s Student SMS Gratis
  • Case study: Transport for London' s Cabwise text service
  • Figure 4.11: UK, TfL' s ad-funded text message service
  • Case study: Ad.IQ
  • Case study: SingTel
• Banner ads: the next bastion of mobile advertising
  • Figure 4.12: Examples of banner ads Banner ad pricing
  • Figure 4.13: Examples of banner ads, NTT DoCoMo
• Off-portal banner ads
  • Case study: Player X
  • Case study: DotMobi
  • Case study: Flirtomatic
• Mobile search
• Search and links
  • Figure 4.14: Examples of mobile search
  • Google' s mobile search service
  • Yahoo' s mobile search service
  • Figure 4.15: Mobile search ecosystem
  • Medio' s mobile search technology
  • Figure 4.16: Medio versus WAP
  • JumpTap' s mobile search solution
  • Will the smaller players lose out?
• Local search and location-based mobile advertising
  • M1 Singapore' s location-based mobile advertising service
  • Ongoing issues
  • M-Spatial and the Orange Local mobile advertising service
  • Figure 4.17: Orange Local
• Local search and navigation
• Mobile games advertising
  • Figure 4.18: In game and sponsorship within mobile games inventory
• Ad-funded mobile games from 123play.com
  • Figure 4.19: The 123play.com sign-up
  • Figure 4.20: The 123play.com click to browse feature
• In-game mobile advertising and sponsorship
  • Burger King
  • Greystripe
• Choosing which games to fund with advertising
• Mobile music advertising
• So what happened to the Frog?
• Ad-supported services
  • T-Mobile UK
  • 3 UK
  • Orange UK
  • Muzicall
• Ongoing issues for mobile music advertising
• Mobile video advertising
  • Figure 4.21: Mobile video ad types
• Ad-funded video
  • 3 UK
  • Rhythm New Media
  • Rhythm Mobile ad-funded video case study: Mazda
• Mobile TV advertising
• Mobile TV advertising case study: MobiTV
• Mobile TV advertising case study: FreeBe TV
• MediaFLO
• Telecom Italia Mobile' s DVB-H service
  • Figure 4.22: TIM' s five potential business models for its DVB-H service
  • Figure 4.23: TIM' s mobile TV advertising value chain
• Cell broadcast and Celltick' s LiveScreen Media
• On-device mobile advertising
• On-device mobile advertising case study: U-Turn
• On-device mobile advertising case study: Picsel
• Technologies
  • Figure 4.24: Picsel' s software serving a banner ad
• On-device mobile advertising case study: Sony Ericsson' s embedded content

• THE NEXT GENERATION OF MOBILE ADVERTISING
• Examples of mobile advertising service providers
• Roamware
• Smaato
  • Figure 5.1: Smaato: Ad-Call Display and Call-To-Action
  • Figure 5.2: Smaato: click through to a Click-To-Call option
• Mobile social networking
• Mobile social networking advertising business models
  • Figure 5.3: Examples of mobile industry aggregators that provide value to mobile communities
• Brand advertising
  • Figure 5.4: Corporate spending in mobile communities
  • Mobile property advertising
  • Local merchant advertising
  • Corporate sponsorship
• Mobile social networking case study: Xtract
  • Figure 5.5: Xtract' s ‘Hot Media'
• Combining services
  • Figure 5.6: Example of concurrent mobile advertising
• Concurrent mobile advertising case study: CBS
  • Figure 5.7: CBS concurrent mobile advertising
• Mobile advertising campaigns
• Microsoft
• Automotive
  • Renault
  • Hyundai
• Retail brands
  • Smirnoff' s Pocket Guide to Vodka
  • Figure 5.8: Smirnoff mobile advertising campaign: Welcome screen and ‘Pocket Bartender'
• Calvin Klein uses mobile to attract perfume buyers
  • Figure 5.9: Calvin Klein ckIN2U mobile advertising campaign
• Coca-Cola adds mobile to its ‘My Coke Music' campaign
  • Figure 5.10: Coca-Cola landing page
• Virgin Megastores uses mobile coupons
  • Figure 5.11: Virgin Megastore and Cellfire mobile coupon campaign
• Nike' s proximity campaigns
  • Figure 5.12: Nike Bluetooth posters on London Underground station walls
  • Figure 5.13: Nike Bluetooth ad in Barcelona
• Other Bluetooth advertising campaigns
  • Figure 5.14: Example of HSBC Bluetooth video ad, promoting its ISAs
• Ad-funded videos
  • Swisscom Mobile
• In-game advertising campaigns
  • Vivendi Games Mobile and Greystripe
• Product launches
  • KHCW-TV launches ad-funded cameras
  • Jump Games

• REGULATION
  • Figure 6.1: MMA technical WAP guidelines (EMEA): technical specifications WAP 1.0
  • Figure 6.2: MMA technical WAP guidelines (EMEA): static image banners in static default 6:1 aspect ratio
  • Figure 6.3: MMA technical WAP guidelines (EMEA): static image banners in extended aspect ratio
• Audio Visual Media Services Directive
• Article 3e(f): alcoholic beverages' advertisements
• Article 3f: Programme sponsorship
• Article 3g: Product placement
• Advertising and best practice
• The MMA and GSMA alliance
• MMA guidelines: SPAM-opting in and opting out
• MMA guidelines: identifying advertising and SPAM
  • Figure 6.4: Push SMS campaigns
• Personal data requirements
• UK mobile operators develop mobile advertising measurement standards
• Educating the consumer
  • Figure 6.5: UK: ASA identifies consumers' requirements for mobile advertising
• True mobile advertising

• BUSINESS MODELS, VALUE CHAIN AND THE PLAYERS
• The mobile advertising value chain
  • Figure 7.1: Mobile advertising value chain
  • Figure 7.2: The simplified mobile advertising value chain
  • Figure 7.3: Mobile advertising revenue share across the value chain: 2007 and 2012
  • Figure 7.4: The multi-dimensional bilateral mobile advertising value chain
• Understanding the value chain
• The component parts of the value chain
• The creative agency
• The media buyers
• The technology media buyer/seller aggregators
  • Figure 7.5: How mobile advertising networks operate
  • Figure 7.6: How mobile advertising networks operate: an Internet-based model
  • Amobee
  • AdMob
  • Figure 7.7: AdMob text link and graphical banner ads
  • Figure 7.8: AdMob landing page builder
  • Figure 7.9: AdMob mobile metrics service
  • Google
  • Yahoo!
  • Figure 7.10: Yahoo! Go 3.0 home page
  • Figure 7.11: How publishers can participate in the value chain
  • Figure 7.12: Yahoo!' s mobile advertising value chain
  • MSN
  • Figure 7.13: MSN' s mobile advertising value chain
  • AOL
  • Nokia
  • Figure 7.14: Nokia Interactive' s control of the value chain
  • 4th Screen Advertising
  • Figure 7.15: 4th Screen Advertising' s ad-serving targeting technology
• Technology providers
• Qualcomm/BREW
• Bango
• Motricity
  • Figure 7.16: Motoricity Campaign Manager message flow
• Mobile operators
  • The GSM Association
  • Sprint Nextel
  • Figure 7.17: Sprint Nextel' s mobile advertising value chain
  • Figure 7.18: Sprint' s Mobile Media Network platform
  • Figure 7.19: US: breakdown of Sprint Mobile Media Network audience, 2Q07
  • Figure 7.20: Sprint' s ad specifications
  • Vodafone
  • Vodafone case study: Renault
  • 3 UK
  • 3 UK case study: ad-funded video
  • Figure 7.21: 3 UK spontaneous ad recall
  • Figure 7.22: 3 UK prompted ad recall
  • Figure 7.23: 3 UK brand message recall
  • Figure 7.24: UK: the experience of a consumer of 3 UK' s ad-funded free video service
  • O2 UK ad-funded mobile games
  • Orange
  • NTT DoCoMo

• MOBILE ADVERTISING FORECASTS
• Out with the old....
  • Figure 8.1: Informa' s original mobile advertising forecasts, 2006-2011
• .....and in with the new: Global mobile advertising forecasts 2007-2013
  • Figure 8.2: Global mobile advertising spend, by region, 2007-2013
• Mobile advertising forecasts for Europe, 2007-2013
  • Figure 8.3: Europe, mobile advertising forecasts, by type, 2007-2013
• Mobile advertising forecasts for North America, 2007-2013
  • Figure 8.4: North America, mobile advertising forecasts, by type, 2007-2013
• Mobile advertising forecasts for Asia, 2007-2013
  • Figure 8.5: Asia, mobile advertising forecasts, by type, 2007-2013
• Mobile advertising forecasts for Rest of World, 2007-2013
  • Figure 8.6: Rest of World, mobile advertising fore-casts, by type, 2007-2013
• Global mobile advertising forecasts 2007-2013, by type
  • Figure 8.7: Global mobile advertising spend, by type, 2007-2013
  • Regional breakdown of the different mobile advertising categories
  • Figure 8.8: Global mobile advertising spend, messaging by region, 2007-2013
  • Figure 8.9: Global mobile advertising spend, banner ads by region, 2007-2013
  • Figure 8.10: Global mobile advertising spend, links by region, 2007-2013
  • Figure 8.11: Global mobile advertising spend, in-game by region, 2007-2013
  • Figure 8.12: Global mobile advertising spend, interstitial by region, 2007-2013
  • Figure 8.13: Global mobile advertising spend, TV & video by region, 2007-2013
  • Figure 8.14: Global mobile advertising spend, content by region, 2007-2013
  • Figure 8.15: Global mobile advertising spend, misc. by region, 2007-2013

• CONCLUSIONS
• Mobile advertising - Gold Rush or Golden Goose?
  • Figure 9.1: Global mobile advertising as a percentage of total global mobile revenues, 2008 and 2013 .
  • Figure 9.2: Global mobile advertising as a percentage of total global advertising revenues, 2008 and 2013
• The mobile operators' role in mobile advertising
• Conclusions and recommendations for mobile advertising