Mobile Advertising Market Analysis, Outlook, and Forecasts 2014 - 2019

1.0 EXECUTIVE SUMMARY  5

2.0 OVERVIEW          7

2.1 MOBILE ADVERTISING VALUE CHAIN      7

2.1.1 ADVERTISERS     8

2.1.2 MOBILE MEDIA AGENCIES AND BUYERS                8

2.1.3 REAL-TIME MOBILE AD INVENTORY MARKETPLACES        8

2.1.4 MOBILE AD NETWORKS 9

2.1.5 MOBILE ADVERTISING PUBLISHERS AND DEVELOPERS    10

2.1.6 MOBILE NETWORKS AND DEVICES           10

2.2 MOBILE ADVERTISING MARKET SIZE AND GROWTH OUTLOOK 2014 - 2019           11

2.3 MOBILE ADVERTISING IN CONTEXT         14

2.4 TELECOM SUBSCRIBERS GLOBALLY IN 2014           14

3.0 MAJOR INFLUENCERS IN MOBILE ADVERTISING AND MARKETING            16

3.1 EMERGENCE OF ADVANCED MOBILE INTERNET DEVICES AN TECHNOLOGY           16

3.2 MOBILE MESSAGING, MOBILE SEARCH CRITICAL ADVERTISING TOOL      16

3.2.1 SHORT MESSAGING SERVICE (SMS)         17

3.2.2 MULTIMEDIA MESSAGING SERVICE (MMS)         17

3.3 MOBILE EMAIL TO MOBILE MESSAGING                18

3.4 MOBILE VIDEO AND APPS IS FASTEST GROWING CONTENT SECTOR         20

3.5 LOCALIZED MOBILE ADS DRIVE KEY SALES IN SPECIFIC VERTICALS              22

4.0 MARKET STRUCTURE ANALYSIS        23

4.1 MAJOR PLAYERS IN MOBILE ADVERTISEMENT INDUSTRY               23

4.1.1 GOOGLE              23

4.1.2 FACEBOOK          24

4.2 MOBILE ADVERTISING REVENUE MARKET SHARE BY SPEND         25

4.3 GOOGLE VS. FACEBOOK MOBILE ADVERTISEMENT MARKET SHARE ANALYSIS     26

5.0 COMPARATIVE ANALYSIS OF MOBILE LOCATION BASED ADVERTISING   27

5.1 OVERVIEW OF LOCATION-BASED MARKETING (LBM)      27

5.2 LBM TECHNOLOGIES IN MOBILE ADVERTISING   27

5.3 LOCATION BASED ADVERTISEMENT VALUE CHAIN            28

5.4 LOCATION, SEARCH, AND RETAIL ADVERTISING AND COMMERCE             29

5.5 LOCATION BASED ADVERTISING ECOSYSTEM ANALYSIS 30

5.5.1 MOBILE NETWORK OPERATORS                30

5.5.2 APPLICATION PROVIDERS            31

5.5.3 CONTENT PROVIDERS    31

5.5.4 DEVICE MANUFACTURERS           31

5.5.5 MERCHANTS AND LOCAL COMPANIES   31

5.5.6 MOBILE SOFTWARE VENDORS   32

5.6 GLOBAL LOCATION BASED MOBILE ADVERTISING SPENDING 2014 - 2019              32

5.7 GLOBAL LOCAL MOBILE AD SPEND BY FORMAT 2014 - 2019           33

6.0 FUTURE OF MOBILE ADVERTISING           34

6.1 MOBILE ADVERTISEMENT GLOBAL DEVELOPMENTS TO 2019        34

6.2 ASIA CONTINUES AS GLOBAL GROWTH LEADER 34

6.3 MOBILE MARKETING GROWTH IN EUROPE          36

6.4 GROWTH OF MOBILE MARKETING SPEND IS A BIG CHALLENGE  36

6.5 MOBILE ADVERTISING TAKES OVER: CASE IN POINT IS THE UK BY 2019    38

6.6 UNITED STATES TO SEE STRONG GROWTH 2020 38

6.7 FACEBOOK AND GOOGLE WILL ACCOUNT FOR INCREASINGLY LARGE SHARE       40

6.8 MORE IN-APP ADVERTISING       40

6.9 NEXT GENERATION ADVERTISING OVER CONNECTED DEVICES   41

6.10 NEXT GENERATION PRESENCE AND LOCATION FOR ADVERTISING AND COMMERCE        41

6.11 WEARABLE TECHNOLOGY AND MOBILE ADVERTISING    42

6.12 EXPANSION OF MOBILE SOCIAL ADVERTISING AND COMMERCE               43

6.13 PARTNERSHIP AND M&A IN MOBILE ADVERTISING INDUSTRY    43

6.13.1 EXAMPLE: OPERA MEDIAWORKS              43

6.13.2 EXAMPLE: MOBILE SCREEN OFFER IN CANADA'S CINEPLAX          44

6.14 KEY CHALLENGES FOR MOBILE ADVERTISING      45

7.0 RECOMMENDATIONS FOR MOBILE ADVERTISERS             46

7.1 ECONOMIC DOWNTURN EFFECTS ON MOBILE ADVERTISING       46

7.2 IMMEDIATE MEASUREMENT OF SUCCESS ATTRACTS ADVERTISERS          47

8.0 APPENDIX           51

8.1 ADVERTISING EXPENDITURE PER USER: ONLINE VS. MOBILE        51

8.2 ADVERTISING EXPENDITURES IN TRADITIONAL MEDIA   52

List of Figures 

Figure:1  Mobile Display Advertisement Methods             7

Figure:2  Mobile Search 8

Figure:3  Mobile Advertising Value Chain              10

Figure:4  Real-time Bidding for Advertisements 12

Figure:5  Global Smartphones Market Share 2014             14

Figure:6  Mobile Advertisement spending CAGR Globally 2014 - 2019      16

Figure:7  Mobile Internet User share by Region 2014       19

Figure:8  Global Mobile Data Usage 2014 - 2019  23

Figure:9  Share of Global Spending on Mobile Advertising by Ad Category             25

Figure:10  Google vs. Facebook Mobile Advertisement Market Share Analysis    29

Figure:11  Location based Advertisement Value Chain    31

Figure:12  Global Location based Mobile Advertising Spending 2014 - 2019           35

Figure:13  Growth of Global Mobile Advertising by Region 2014 - 2019    40

Figure:14  Facebook and Google's Growth 2014 - 2019    43

Figure:15  Opera Mediaworks's Advertising Global Campaigns    46

List of Tables

Table:1  Global Mobile Advertising Spending 2014-2019  15

Table:2  Global Advertising Spending 2014 - 2019               17

Table:3  Advertising Expenditure per Unique User Online vs. Mobile       17

Table:4  Telecom Subscribers Globally 2014          18

Table:5  Mobile Email Application by Industry Segment  22

Table:6  Mobile Content Consumption on iPhones and Smartphones      22

Table:7  Mobile Ad Revenue Share Globally by Company 2013 - 2014       26

Table:8  Google's Worldwide Advertising Revenue 2014 - 2019   27

Table:9  Facebook' Worldwide Advertising Revenue 2014 - 2019                28

Table:10  Mobile Advertising Market Share by Spend 2014 - 2019               28

Table:11  Global Local Mobile Ad Spend By Format 2014 - 2019    36

Table:12  UK's Advertising Revenue by Method 2014 - 2019         41

Table:13  United States Advertising Market Comparison                42

Table:14  Advertising Expenditure per User by Region    54

Table:15  Movie Theater Advertising       55

Table:16  Magazine Advertising 55

Table:17  Newspaper Advertising             56

Table:18  Outdoor Advertising    56

Table:19  Radio Advertising          56

Table:20  Television Advertising   57

Menu 2

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam.

Menu 3

Eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.