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Executive Insight Report: Mobile Advertising - How big is the Pie?

Mobile advertising is currently in an embryonic phase accounting for 0.2% of global advertising revenues. Over the next few years mobile advertising spend is expected to grow steadily to reach a 2.5% share of the global advertising revenues by 2011.

In this report we analyse the mobile advertising market potential in relation to the mobile customer universe and spell out the basic requirements to boost end-user acceptance levels and maximise campaign impact. We also look at viable revenue models and discuss the impact mobile advertising is likely to have on MNOs revenues and provide a set of recommendations for MNOs on how to exploit revenue potential to the full.

This report is the second in a series of two reports. In the first, Mobile Advertising - Strategic Market Development Models for MNOs May 2007, we examined the activities and plans of a range of participants in the mobile advertising value chain & identified several recommendations for MNOs to ensure the market develops to deliver optimum benefits to MNOs, advertisers and mobile users.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents


1
Introduction & Background
5
2
Advertising Market Potential
9
2.1
Advertising Market Overview
10
2.2
Global Mobile Advertising
11

2.3
A Success Story - Japan
13
2.4 
Market Analogies
17
2.5
Analogy with Online & Broadcast Channels & US Case 
19
2.6
Market Potential Conclusions 
21
3
Customer Reach & Acceptance
22
3.1
Mobile Customer Universe 
23
3.2
Customer Universe & Ad ARPU 
25
3.3
Customer Ad Acceptance 
26
3.4
The 'Flat Rate' Factor 
28
3.5
Building Customer Knowledge 
29
3.6
Reaching the Right Audiences 
30
3.7
Mass Market vs Selective Approach 
31
4
Measuring Campaign Impact
32
5
Viable Revenue & Pricing Models
34
5.1
Mobile Advertising Currency
35
5.2
Lessons from the On-line Market
36
5.3
MNO Revenue Share Potential
37
5.4
Ad-funded Content: Content Providers Perspective 
38
5.5
MNO Revenue Impact
39
6
Findings & Recommendations
40