Mobile Advertising, Idate
NEW YORK, Dec. 4, 2013 /PRNewswire via COMTEX/ --
Reportlinker.com announces that a new market research report is available in its catalogue:
Mobile Advertising, Idate
This report analyses the current development of the mobile advertising market. It includes market figures for the period 2008 to 2017, including revenue per user and fixed advertising / paid mobile app market figures for comparative syntheses. The report answers the question of whether mobile advertising should be considered as an extension of the fixed or a distinct new market, and the impacts of mobile in-app ads which are unique to mobile advertising. The ecosystem, key players and new initiatives of telcos are also examined.
world, EU27, APAC, Brazil, China, France, Germany, Italy, Japan, South Korea, Spain, UK, USA
This study includes:
a report- a slideshow- a database
The methods employed by IDATE's teams of analysts and consultants are based on an approach that combines:- research and validation of data collected in the field;- the application of classic industry and market analysis tools: segmentation, competition analysis, strategic strengths, modelling, assessment and forecasts...;- the expertise of specialists who contribute their own analytical capabilities and those of their network of market analysts.More specifically, the tools employed by IDATE's teams are as follows:
1/ A multi-disciplinary team of full-time consultants, specialised by sector of activityIDATE's analyses are performed primarily by our in-house consultants, and very occasionally by freelance market analysts. This approach allows us to capitalise on our pool of expertise through teamwork, sharing knowledge, ideas, contacts, viewpoints and key data. Each report is drafted by a team of specialists, overseen by senior consultants with a proven track record in their field.
2/ Primary and secondary researchIDATE reports and databases are compiled based on primary data obtained from one-onone interviews with the sector's decision-makers, and on secondary data which is established by cross-referencing public sources and external databases.
3/ An integrated information centre sustained by a number of tools and proprietarydatabasesOver the past 30 years, IDATE has established working and data organization methods and proprietary databases that trace the central chapters in the history of our sectors of expertise.- Companies: IDATE's in-house data service tracks the latest news and events to come out of the top telecom, Internet and media industry companies around the globe. Innovative firms and start-ups are monitored by the market experts in the different "Practices".- Markets: IDATE's databases are derived from rigorous processing of fundamental economic variables (GDP, investments, exchange rates, demographics, etc.) and their relation to decisive sector-specific and national elements (capex, national market dynamics, etc.).- Technologies: IDATE's organization by Practice provides us with an efficient means of tracking innovation. IDATE's engineers ensure in-depth understanding of the changing shape of products and services and of the latest innovations in the marketplace.
4/ Contents of the published reportsEach IDATE market report details the structures and issues at play in the market being examined, the decisive forces (technologies, regulation, consumption) and the players involved. Particular emphasis is given to market assessments and forecasts, as part of the central premise. All market reports are laid out in a clear and concise manner, and illustrated with tables and graphs of key market data and trends.The process of drafting of a market report includes the following stages:- analysis of the information available in the in-house databases, and review of analyses performed in the recent past;- based on a preliminary segmentation and assessment of the market, and as part of an validated interview guide, analysts conduct interviews that enable them to validate working hypotheses;- a market model is then established, making it possible to test the hypotheses that have an impact on the market's development, and validated by a new round of interviews;- and, finally, the report's conclusions are debated with the team responsible for the project and with expert consultants from the various fields involved;- a final proofreading and editing/revision process, prior to the production of the final version of the report which is delivered to the client.
5/ Market assessment and forecasts- Primary data gathering worldwide.- Market models which isolate key service consumption parameters and service pricning assumption.
1. Executive Summary 7
1.1. Mobile advertising market to continue growing 81.2. A market dominated by familiar names from the Internet world 91.3. Mobile advertising as an extension of fixed web advertising rather than a newmarket enabled through apps 10
2. Methodology 12
3. Market structure & Key factors 14
3.1. Market overview 143.1.1. Definition 143.1.2. Market segmentation 143.1.3. Product / service trends 183.2. Current market estimates 213.2.1. Market by geographical zone 213.3. Key drivers 233.3.1. Key technologies 233.3.2. Privacy and regulatory environment 373.3.3. Mobile advertising consumption and usages 39
4. Market structure and player strategies 43
4.1. Industry structure 434.1.1. Value chain and Player typology 434.1.2. Competition structure / landscape / environment 484.1.3. Business models 514.2. Company profiles 534.2.1. Summary Tables 534.2.2. Facebook 554.2.3. Google 564.2.4. Apple 574.2.5. Amazon 584.2.6. Orange 594.2.7. Vodafone 604.2.8. Telefónica 614.2.9. Deutsche Telekom 624.2.10. SingTel (Amobee) 624.2.11. Verizon 644.2.12. AT&T 654.2.13. Flurry 654.2.14. Rubicon Project 664.2.15. StrikeAd 674.2.16. LeadBolt 684.3. Strategic analysis 704.3.1. Mobile advertising is mainly conducted through mobile web, due to easierconvergence from fixed compared to all-new app advertising 704.3.2. Mobile advertising market still in its infancy but can be expected to grow in thecoming years 71
5. Markets and forecasts 73
5.1. Market development factors 735.1.1. Analysis of growth drivers 735.1.2. Forecast hypotheses 745.2. Market forecasts 745.2.1. Forecasts 2013-2017 75
Table 1: Examples of mobile applications offering location-based services 17Table 2: Worldwide mobile advertising revenue by company, 2011 to 2013 49Table 3: Mobile display advertising revenue in the US, by company 2011 to 2014 50Table 4: Mobile advertising activity benchmark for telcos 53Table 5: Mobile advertising activity benchmark for telcos 54
Figure 1: Advertising revenue split between search and display formats; a comparison betweenfixed and mobile 11Figure 2: Integration of iPhone functionality in the Nissan campaign 16Figure 3: Google AdWords' click-to-call function 16Figure 4: Examples of location-based ads on mobile phones 18Figure 5: The SoLoMo concept 19Figure 6: Example of an app install ad on Facebook mobile 20Figure 7: Regional mobile advertising revenues, 2008 to 2012 21Figure 8: Mobile advertising revenues by country, 2008 to 2012 21Figure 9: Regional annual mobile advertising revenue per mobile Internet user, 2008 to 2012 22Figure 10: Annual mobile advertising revenue per mobile Internet user by country, 2008 to 2012 22Figure 11: Main mobile advertising key technologies by categories 23Figure 12: Eye tracking attention evaluation on Facebook (website and application) 26Figure 13: 24/7 Real Media's Open AdStream platform 27Figure 14: Advertising that targets the main audience of the website lesnumeriques.com 27Figure 15: Contextual advertising for the Shazam music application via AdSense 28Figure 16: The Blinkx "un-roll" 29Figure 17: How contextual advertising is integrated into an Internet video 30Figure 18: Sponsored pages displayed on the Facebook mobile application, taking into account theFacebook user's profile 30Figure 19: The retargeting process 31Figure 20: Personalized recommendations on mobile, by Amazon 32Figure 21: Pull-based advertising in the "WHERE" application 33Figure 22: Push-based or geofencing advertising for Starbucks (sent by SMS) 34Figure 23: Advertising on the "Metro Paris" application 34Figure 24: The Real-Time Bidding process 35Figure 25: Various kinds of data sources 36Figure 26: While using your smartphone or tablet, how often do you fully pay attention toadvertisements when...? 39Figure 27: How often do you notice advertising when you are using the browser or an app on yoursmartphone? 40Figure 28: Which types of ads do you pay attention to on your smartphone or tablet? 40Figure 29: Results of a survey question about mobile ad usefulness 41Figure 30: Advertising perceptions depending on the physical medium and the device 41Figure 31: Mobile users' attitude regarding the advertising format 42Figure 32 : The initial online value chain 43Figure 33: The introduction of ad networks 44Figure 34 : Hundreds of ad networks complicating the value chain 44Figure 35 : The introduction of ad exchanges 45Figure 36 : Addition of ad exchanges further complicates the value chain 46Figure 37: The introduction of DSPs and SSPs 47Figure 38: The mobile advertising value chain 47Figure 39: The mobile advertising networks market map, by MobyAffiliates 48Figure 40: The main players dominating the mobile search and display advertising markets 51Figure 41: Advertising ecosystem revenue sharing percentages 52Figure 42: Verizon Precision Market Insights 54Figure 43: The four steps to Business Success on Facebook 55Figure 44: Mobile advertising inventory managed by Orange 59Figure 45: Tailored media packages by Vodafone Marketing Solutions 60Figure 46: Ad products offered by Telefónica Global Advertising Solutions 61Figure 47: SingTel iMedia does not mention Amobee 63Figure 48: Amobee still operates independently from SingTel 63Figure 49: Examples of analyses by Verizon Precision Marketing Insights 64Figure 50: AT&T AdWorks' click-to-fill ad unit 65Figure 51: Flurry AppCircle Re-engagement 66Figure 52: Rubicon targets publishers who are 6th to 100th for total ad display impressions 66Figure 53: The StrikeAd Fusion platform 68Figure 54: Ad units available from LeadBolt 69Figure 55: Advertising revenue split between search and display formats; a comparison betweenfixed and mobile 71Figure 56: Percentage of mobile RTB ad requests by Adfonic, May to October 2012 72Figure 57: Key forecast Figures in a nutshell 74Figure 58: Regional mobile advertising revenues, 2013-2017 75Figure 59: Mobile advertising revenues by country, 2013- 2017 75Figure 60: Regional annual mobile advertising revenue per mobile Internet user, 2013-2017 76Figure 61: Annual mobile advertising revenues per mobile Internet user by country, 2013-2017(EUR) 76Figure 62: Mobile advertising revenues as a share of total online revenues, 2013-2017 77Figure 63: Breakdown of mobile advertising revenues by format, USA 2013-2017 77Figure 64: Breakdown of global mobile advertising revenues by format, 2013-2017 78Figure 65: Comparison of fixed and mobile advertising revenue per user, 2013 and 2017, for EU27,USA, Japan and Worldwide 78Figure 66: Comparison of mobile advertising revenue per user and mobile app revenue per user,2013 and 2017, for EU27, USA, Japan and Worldwide 79
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