Mobile Advertising: Delivery Channels, Strategies & Forecasts 2008-2013

Glossary

• Introduction
• Mobile Advertising Channels
  • SMS Advertising
  • Multimedia Messaging Service (MMS) Advertising
  • In-Content Download Advertising
  • On-Portal Advertising
  • Mobile Internet Advertising
  • Idle Screen Advertising
  • Mobile TV and Video Advertising
• Market Drivers and Constraints
  • Market Drivers
    • Personal
    • Increasing Mobile and 3G Penetration
    • Improvements in Handsets
    • Opt-In
    • Frequency Capping
    • Advanced Targeting
    • Response Rates
    • Instant Measurement
    • Value for Money
    • The Walls alls Are Coming Down
    • The Growth of Mobile Social Networking and Web 2.0
    • Incremental Associated Revenues
  • Market Constraints
    • Privacy
    • The User Interface
    • Handset Limitations
    • Cost of Data Services
    • Reach
    • Need for Converged, Planned Campaigns
    • Relevance
    • Lack of Inventory
    • Reduction in Perceived Value of Content
    • Advertising Overload
    • Spam
  • The Market for Mobile Advertising
    • Figure ES1: Total Mobile Ad spend ($m), by Region, 2008-2013
    • Table ES1: Total Mobile Adspend ($m), by Region, 2008-2013
    • Figure ES2: Total Mobile Adspend ($m), by Channel, 2008-2013
    • Table ES2: Total Adspend by Channel, 2008-2013

• 1.1 Introduction
• 1.2 Types of Advertising
• 1.3 Mobile Advertising Channels
  • 1.3.1 SMS Advertising
    • i. Types of Messaging Services
      • a. Mobile Originated SMS
      • b. Mobile-Terminated SMS
    • ii. SMS Advertising Campaigns
      • a. Flytxt: SMS Pioneer
    • iii. The Development of SMS-Based Campaigns: Limbo, Clinton and Obama
  • 1.3.2 Multimedia Messaging Service (MMS) Advertising
    • i. MMS Services
    • ii. MMS as an Advertising Channel
      • a. MMS Response Mechanisms
        • Message-Based Responses
        • Call-Based Response
        • WAP Landing Page Based Response
    • iii. MMS Campaigns
  • 1.3.3 In-Content Download Advertising
    • iv. In Game Advertising Campaigns: one Search
  • 1.3.4 On-Portal Advertising
    • i. Banner Advertising
      • a. Banner Standardisation
    • ii. Mobile On-Portal Search
      • Figure 1.1: Basic Search Engine Architecture
  • 1.3.5 Mobile Internet Advertising
  • 1.3.6 Idle Screen Advertising
    • i. Idle Screen Campaign: Honda
  • 1.3.7 Mobile TV and Video Advertising
    • i. Mobile TV Advertising Campaigns: MobiTV and Saw III
• 1.4 Cost Models
• 1.5 The Demand for Mobile Advertising

• 2.1 Key Drivers of Mobile Advertising Services
  • 2.1.1 Personal
  • 2.1.2 Increasing Mobile and 3G Penetration
  • 2.1.3 Improvements in Handsets
  • 2.1.4 Opt-In
  • 2.1.5 Frequency Capping
  • 2.1.6 Advanced Targeting
  • 2.1.7 Response Rates
  • 2.1.8 Instant Measurement
  • 2.1.9 Value for Money
  • 2.1.10 The Walls Are Coming Down
  • 2.1.11 The Growth of Mobile Social Networking and Web 2.0
    • Table 2.1 Web1.0 vs. Web 2.0, Services and Products
  • 2.1.12 Incremental Associated Revenues
• 2.2 Constraints on Mobile Advertising Growth
  • 2.2.1 Privacy
  • 2.2.2 The User Interface
  • 2.2.3 Handset Limitations
  • 2.2.4 Cost of Data Services
    • Table 2.2: UK Operator Data Prices ($), March 2008
  • 2.2.5 Reach
  • 2.2.6 Need for Converged, Planned Campaigns
  • 2.2.7 Relevance
  • 2.2.8 Lack of Inventory
  • 2.2.9 Reduction in Perceived Value of Content
  • 2.2.10 Advertising Overload
  • 2.2.11 Spam

• 3.1 National Regulation
  • 3.1.1 National Legislation Pertaining to Mobile Services, Mobile Advertising
    • i. PhonepayPlus
• 3.2 Pan-European Legislation
  • 3.2.1 Directive 95/46/EC: Processing Personal Data and the Protection of Privacy
  • 3.2.2 The E-Commerce Sector Data Protection Directive (2002/58/EC)
  • 3.2.3 The Data Retention Directive (2006/24/EC)
  • 3.2.4 The Distance Selling Directive (97/7/EC)
  • 3.2.5 The E-Money Directive
  • 3.2.6 National Implementation of EU Directives
• 3.3 Mobile Content Self-Regulation
  • 3.3.1 The UK
  • 3.3.2 The US
  • 3.3.3 South Africa
• 3.4 Advertising Self-Regulation
  • 3.4.1 North America
    • i. Advertising Standards Canada
  • 3.4.2 Western Europe
    • i. Advertising Standards Authority (the UK)
  • 3.4.3 Eastern Europe
    • i. Romanian Advertising Council
  • 3.4.4 Indian Sub Continent
    • i. Advertising Standards Council of India (ASCI)
  • 3.4.5 Rest of Asia-Pacific
    • i. Advertising Standards Bureau (Australia)
  • 3.4.6 Middle East and Africa
    • i. Advertising Standards Authority (ASA) of South Africa
  • 3.4.7 International
    • i. European Advertising Standards Alliance (EASA)
  • 3.4.8 Mobile Advertising Self-Regulation
    • i. Mobile Marketing Association (MMA)

• Figure 4.1: Mobile Advertising Value Web
• 4.1 Brands
  • Table 4.1: Selected Major Brands, In-Content and Display Advertising Placements, 2007
• 4.2 Mobile Advertising Agencies, Campaign Management
  • 4.2.1�@4th Screen Advertising.
    • Figure 4.2: MPression Screen Shot
  • 4.2.2 Buongiorno Marketing Services
  • 4.2.3 Nokia Ad Business
• 4.3 The Search Engines
  • 4.3.1 Google
    • Table 4.2: Google Revenue and Net Income ($m) Growth 2002-2007
    • i. Technology & Products
    • ii. Google Mobile
    • Figure 4.3: Google Mobile Search Initial Screen
    • iii. Google AdSense
    • iv. Android
  • 4.3.2 Yahoo!
    • Table 4.3: Yahoo! Revenue and Net Income Growth ($m), 2002-2007
      • i. Yahoo! Mobile
  • 4.3.3 JumpTap.
  • 4.3.4 minfo
• 4.4 Mobile Advertising Networks
  • 4.4.1 Ad Infuse
  • 4.4.2 AdMob
    • Figure 4.4: Share of AdMob Ad Requests by Geography, January 2008 (2.5bn Impressions)
  • 4.4.3 Fluc
  • 4.4.4 Greystripe
  • 4.4.5 IMI mobile
    • Figure 4.5: Da Vinci system Architecture
    • Figure 4.6: Ad-Ring Architecture
  • 4.4.6 Mobile Content Networks (MCN )
  • 4.4.7 MobVision
  • 4.4.8 Quattro Wireless
    • Figure 4.7: Quattro Wireless Get Mobile Platform Architecture
  • 4.4.9 Third Screen Media
• 4.5 Application Providers
  • 4.5.1 Action Engine
  • 4.5.2 Audit On
    • Figure 4.8: Audit On Solution
  • 4.5.3 Amobee
  • 4.5.4 Bango
  • 4.5.5 Celltick
  • 4.5.6 Flytxt Neon
  • 4.5.7 GoldSpot Media
  • 4.5.8 innerActive Smart Media
    • Figure 4.8: In Game Advertising Using innerActive Solution
    • Figure 4.9: Instant Messaging Product Placement using innerActive Solution
  • 4.5.9 mobile-worx
  • 4.5.10 Mobixell
  • 4.5.11 Rhythm New Media
  • 4.5.12 Smaato
  • 4.5.13 Wapple
• 4.6 MVNOs
  • 4.6.1 Blyk
  • 4.6.2 Virgin Mobile
• 4.7 Network Operators
  • 4.7.1 Vodafone
  • 4.4.2 3 UK
  • 4.7.3 Telefonica O₂ Europe

• 5.1 Forecast Definitions and Methodology
  • 5.1.1 Forecast Definitions
  • 5.1.2 Forecast Methodology
    • Figure 5.1: Forecast Methodology
• 5.2 Growth of the Cellular Market
  • 5.2.1 Global Cellular Subscriber Market Forecasts
    • Figure 5.2: Cellular Subscriber Growth (m) by Region, 2006-2013
    • Table 5.1: Cellular Subscriber Growth (m) by Region, 2006-2013
• 5.3 Regional Mobile Advertising Forecasts
  • Figure 5.3: Total Mobile Adspend ($m), by Region, 2008-2013
  • Table 5.2: Total Mobile Adspend ($m), by Region, 2008-2013
• 5.4 Mobile Advertising Forecasts by Channel
  • Figure 5.4: Total Mobile Adspend ($m), by Channel, 2008-2013
  • Table 5.3: Total Adspend ($m), by Channel, 2008-2013

• 6.1 Recipients of SMS Advertising
  • 2013
  • 2013
• 6.2 SMS Advertising Responses
  • Table 6.3: Proportion of Mobile Subscribers (%) Receiving SMS Advertising who Respond, by 2008-2013
  • Figure 6.2: Number of Mobile Subscribers (%) Receiving SMS Advertising who Respond, by 2008-2013
  • Table 6.4: Number of Mobile Subscribers (m) Receiving SMS Advertising who Respond, by 2008-2013
  • Figure 6.3: Average Number of User Responses per Year to SMS Advertising, by Region, 2008-2013
  • Table 6.5: Average Number of User Responses per Year to SMS Advertising, by Region, 2008-2013
  • Figure 6.4: Total Number of User Responses per Year (m) to SMS Advertising, by Region, 2008-2013
  • Table 6.6: Total Number of User Responses (m) per Year to SMS Advertising, by Region, 2008-2013
• 6.3 SMS Advertising Revenues
  • Table 6.7: Average SMS Advertising Cost per Click-through Rates, by Region, 2008-2013
  • Figure 6.5: Total Advertising Expenditure ($m) on SMS Advertising, by Region, 2008-2013
  • Table 6.8: Total Advertising Expenditure ($m) on SMS Advertising, by Region, 2008-2013

• 7.1 Recipients of MMS Advertising
  • Table 7.1: Proportion (%) of Mobile Handsets Able to Receive MMS Advertising, by Region, 2008-2013
  • Table 7.2: Proportion (%) of 2.5G/3G Subscribers that Receive MMS Advertising, by 2008-2013
• 7.2 MMS Advertising Responses
  • Table 7.4: Proportion (%) of Mobile Subscribers Receiving SMS Advertising who Respond,by Region, 2008-2013
  • Figure 7.2: Number of Mobile Subscribers (m) Receiving MMS Advertising who Respond,by Region, 2008-2013
  • Table 7.5: Number of Mobile Subscribers (m) Receiving MMS Advertising who Respond, by Region, 2008-2013
  • Figure 7.3: Average Number of User Responses per Year to MMS Advertising, by Region, 2008-2013
  • Table 7.6: Average Number of User Responses per Year to MMS Advertising, by Region, 2008-2013
  • Figure 7.4: Total Number of User Responses per Year (m) to MMS Advertising, by Region, 2008-2013
  • Table 7.7: Total Number of User Responses per Year (m) to MMS Advertising, by Region, 2008-2013
• 7.3 MMS Advertising Revenues
  • Table 7.8: Average MMS Advertising Cost-Per-Click-through Rates, by Region, 2008-2013
  • Figure 7.5: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013
  • Table 7.9: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013

• 8.1 Recipients of In-Content Download Advertising
  • Table 8.1: Proportion (%) of Users who Receive In-Content Download Advertising, by Region, 2008-2013
  • Figure 8.1: Number of Subscribers (m) who Receive In-Content Download Advertising, by Region, 2008-2013
  • Table 8.2: Number of Subscribers that Receive In-Content Download Advertising, by Region, 2008-2013
• 8.2 In-Content Advertising Download Responses
  • Figure 8.2: Average Number of Downloads per User per Year of Mobile Content Containing Advertising, by Region, 2008-2013
  • Table 8.3: Average Number of Downloads per User per Year of Mobile Content Containing Advertising, by Region, 2008-2013
  • Figure 8.3: Annual Number of Mobile Content Downloads (m) Containing Advertising, by Region, 2008-2013
  • Table 8.4: Annual Number of Mobile Content Downloads (m) Containing Advertising, by Region, 2008-2013
• .
  • Figure 8.4: Total Number of Responses (m) to In-Content Download Advertising, by Region, 2008-2013
  • Table 8.6: Total Number of Responses (m) to In-Content Download Advertising, by Region, 2008-2013
• 8.3 In-Content Download Advertising Revenues
  • Table 8.7: Average In-Content Download Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013
  • Figure 8.5: Total Advertising Expenditure ($m) on In-Content Download Advertising, by Region, 2008-2013
  • Table 8.8: Total Advertising Expenditure ($m) on MMS Advertising, by Region, 2008-2013

• 9.1 Recipients of On-Portal Advertising
  • Table 9.1: Proportion (%) of Mobile Handsets Able to Receive MMS Advertising, by Region, 2008-2013
  • Figure 9.1: Number of Subscribers (m) that
• 2013 (%)
• 2013 (%)
• 9.2 On-Portal Advertising Responses
  • Table 9.3: Proportion (%) of Mobile Subscribers Viewing On-Portal Advertising who Respond, by Region, 2008-2013
  • Figure 9.2: Number of Mobile Subscribers Viewing On-Portal Advertising who Respond, by Region, 2008-2013
  • Table 9.4: Number of Mobile Subscribers Viewing On-Portal Advertising who Respond,by Region, 2008-2013
  • Figure 9.3: Average Number of User Responses per Year to On-Portal Advertising, by Region, 2008-2013
  • Table 9.5: Average Number of User Responses per Year to On-Portal Advertising, by Region, 2008-2013
  • Figure 9.4: Total Number of User Responses per Year (m) to On-Portal Advertising, by Region, 2008-2013
  • Table 9.6: Total Number of User Responses per Year (m) to On-Portal Advertising, by Region, 2008-2013
• 9.3 On-Portal Advertising Revenues
  • Table 9.7: Average On-Portal Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013
  • Figure 9.5: Total Advertising Expenditure ($m) on On-Portal Advertising, by Region, 2008-2013
  • Table 9.8: Total Advertising Expenditure ($m) on On-Portal Advertising, by Region, 2008-2013

• 10.1 Recipients of Mobile Internet Advertising
  • Table 10.1: Proportion (%) of Subscribers that Browse the Mobile Internet, by Region, 2008-2013
• 10.2 Mobile Internet Advertising Responses
  • Table 10.3: Proportion (%) of Mobile Internet Users who Respond to Mobile Advertising, by Region, 2008-2013
  • Figure 10.2: Number of Mobile Internet Users who Respond to Mobile Advertising, by Region, 2008-2013
  • Table 10.4: Number of Mobile Internet Users (m) who Respond to Mobile Advertising, by Region, 2008-2013
  • Figure 10.3: Average Number of User Responses per Year to Mobile Internet Advertising, by Region, 2008-2013
  • Table 10.5: Average Number of User Responses per Year to Mobile Internet Advertising, by Region, 2008-2013
  • Figure 10.4: Total Number of User Responses per Year (m) to Mobile Internet Advertising, by Region, 2008-2013
  • Table 10.6: Total Number of User Responses per Year (m) to Mobile Internet Advertising,by Region, 2008-2013
• 10.3 Mobile Internet Advertising Revenues
  • Table 10.7: Average Mobile Internet Advertising Cost-per-Click-through Rates ($), by Region, 2008-2013
  • Figure 10.5: Total Advertising Expenditure ($m) on Mobile Internet Advertising, by Region, 2008-2013
  • Table 10.8: Total Advertising Expenditure ($m) on Mobile Internet Advertising, by Region, 2008-2013

• 11.1 Recipients of Idle-Screen Advertising
  • Table 11.1: Proportion (%) of Subscribers that Receive Idle Screen Advertising, by Region, 2008-2013
  • Figure 11.1: Number of Subscr that Receive Idle Screen Advertising, by Region, 2008-2013
  • Table 11.2: Number of Subscribers (m) that Receive Idle Screen Advertising, by Region, 2008-2013
• 11.2 Idle Screen Advertising Responses
  • Table 11.3: Proportion of Mobile Subscribers (%) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013
  • Figure 11.2: Number of Mobile Subscribers (m) Receiving Idle Screen Advertising who Respond, by Region, 2008-2013
  • Table 11.4: Number of Mobile Subscribers Receiving Idle Screen Advertising who Respond, by Region, 2008-2013
  • Figure 11.3: Average Number of User Responses per Year to Idle Screen Advertising, by Region, 2008-2013
  • Table 11.5: Average Number of User Responses per Year to Idle Screen Advertising, by Region, 2008-2013
  • Figure 11.4: Total Number of User Responses per Year (m) to Idle Screen Advertising, by Region, 2008-2013
  • Table 11.6: Total Number of User Responses per Year (m) to Idle Screen Advertising, by Region, 2008-2013
• 11.3 Idle Screen Advertising Revenues
  • Table 11.7: Average Idle Screen Advertising Cost-Per-Click-through Rates ($), by Region, 2008-2013
  • Figure 11.5: Total Advertising Expenditure ($m) on Idle Screen Advertising, by Region, 2008-2013
  • Table 11.8: Total Advertising Expenditure ($m) on Idle Screen Advertising, by Region, 2008-2013

• 12.1 Broadcast Mobile TV Advertising Forecasts
  • Figure 12.1: Number of Mobile Broadcast TV Subscribers, by Region, 2008-2013
  • Table 12.1: Number of Mobile Broadcast TV Subscribers (m), by Region, 2008-2013
  • Table 12.2: Adspend ($) per Mobile Broadcast TV Subscriber per Year
  • Figure 12.2: Total Advertising Expenditure ($m) on Mobile Broadcast TV, by Region, 2008-2013
  • Table 12.3: Total Advertising Expenditure ($m) on Mobile Broadcast TV, by Region, 2008-2013
• 12.2 Streamed Mobile TV Advertising Forecasts
  • Figure 12.3: Number of Mobile Streamed TV Subscribers (m), by Region, 2008-2013
  • Table 12.4: Number of Mobile Streamed TV Subscribers (m), by Region, 2008-2013
  • Table 12.5: Adspend ($) per Mobile Streamed TV Subscriber per Year
  • Figure 12.4: Total Advertising Expenditure ($m) on Mobile Streamed TV, by Region, 2008-2013
  • Table 12.6: Total Advertising Expenditure ($m) on Mobile Broadcast TV, by Region, 2008-2013
• 12.3 Total Mobile TV Advertising Forecasts
  • Figure 12.5: Total Advertising Expenditure ($m) on Mobile TV, by Region, 2008-2013
  • Table 12.7: Total Advertising Expenditure ($m) on Mobile TV, by Region, 2008-2013

• 13.1 Recommendations for Brand Managers and Agencies
  • 13.1.1 Ensure that Advertising is Targeted and Relevant
  • 13.1.2 Ensure that Advertising is Frequency-capped
  • 13.1.3 Ensure that In-content Advertising Enhances, and Does Not Detract from, the Mobile Content
  • 13.1.4 Ensure that Campaigns use Multiple Mobile Channels and Multimedia
  • 13.1.5 Ensure Compliance with Local Advertising/Telecoms Regulations
  • 13.1.6 Consider Using the Idle-screen as a Delivery Channel
• 13.2 Recommendations for Operators
  • 13.2.1 Operators should not Seek to Restrict Access to Off-portal Services and should Reduce Data Charges
  • 13.2.2 Operators should Consider Both White-label or Branded Search Options
  • 13.2.3 Operators should Define Common Metrics
• 13.3 Recommendations for Publishers and Developers
  • 13.3.1 Publishers and Developers should Consider Partnering with Mobile Advertising Networks