Global mobile advertising networks, ad serving platforms, auctions, exchanges, mediation environments and RTBs are primed to clear $5 billion in 2012 media spend, approximately 70% of the market’s total worth. This sector analytics report presents a meticulous valuation of the global market by territory, including the U.S., Europe, Asia, Africa and Latin America, by network and platform calculated against in app and mobile web requests, fill rates, billed impressions, CTRs, pricing (CPC, CPM, CPD, CPI and eCPM equivalents) and revenue share models.
This research report builds the market methodically, analyzing inventory by network and platform across all related geographies. Media spend is reckoned after agency fees. Net revenues accruing to networks are tallied post publisher payout. Extensive data drives media spend forecasts by region, format type and network or platform.
| EXECUTIVE SUMMARY | 1 | |||
| Global Mobile Media Spend Forecast at $7.13 billion in 2012 | 1 | |||
| Global Mobile Media Spend: 2010 – 2012 | 1 | |||
| Inventory clearing trend indicators flashing green | 1 | |||
| Filled and Billed Impressions Analysis: 2010 – 2012 | 2 | |||
| Global Mobile Billed Impressions: Ad Networks, Platforms, Auctions, Exchanges: 2010 – 2012 | 3 | |||
| eCPMs Vary by Region, Publisher Brand | 4 | |||
| eCPM Comparables by Region: 2010 – 2012 | 4 | |||
| Mobile Ad Network and Platform Net Revenue: Growth Rates 2009 – 2012 | 6 | |||
| GLOSSARY of TERMS | 7 | |||
| SECTION ONE | 9 | |||
| Mobile Ad Network, Ad Serving Platform, Auction, Exchange and Mediation Sector Overview | 9 | |||
| Global Mobile Advertising Markets in Motion: Total Inventory, Filled Impressions, Billed Impressions and Media Spend are Climbing | 9 | |||
| Inventory Clearing Trend Indicators Flashing Green: Triple-Digit Request, Fill Rate Growth | 9 | |||
| Filled and Billed Impression Analysis: 2010 - 2012 | 10 | |||
| Global Mobile Inventory Clearing Overview: Market Drivers and Media Spend Dynamics | 10 | |||
| Ad Networks, Ad Serving Platforms, Auctions and Exchanges: Media Clearing Obliges Publishers Take an All-Inclusive Approach | 11 | |||
| Regional Media Clearing Contours and Contrasts: U.S. and Western Europe are Market Growth Leaders | 12 | |||
| Global Mobile Billed Advertising Impressions by Region: 2010 - 2012 | 13 | |||
| Global Mobile Media Spend Forecast at $7.13 Billion in 2012 | 15 | |||
| Mobile Ad Network Billed/Paid Inventory and Media Spend Analysis Summary: 2010 - 2012 | 15 | |||
| The U.S. Leads All Markets in Billed Impressions | 17 | |||
| Global Mobile Billed Impressions by Region: 2010 - 2012 | 17 | |||
| Mobile Ad Network, Ad Serving Platform, Exchange, Auction and RTB Media Spend by Region: 2010 - 2012 | 19 | |||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2010 | 20 | |||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2011 | 22 | |||
| Mobile Advertising Network Billed Impressions Delivered by Geographic Region: 2012 | 24 | |||
| eCPMs Vary by Region, Publisher, and Brand | 26 | |||
| eCPMs by Region: 2010 - 2012 | 27 | |||
| eCPM Sample Pricing Conversion Grid | 28 | |||
| SECTION TWO | 29 | |||
| Mobile Ad Networks, Auctions, Platforms, Exchanges and RTBs: Inventory Trends, Growth Drivers and Metrics | 29 | |||
| Mobile Ad Inventory is Expanding at Double and Triple Digit Rates, and Being Efficiently Managed at Scale through Interlocking Networks of Media Clearing Specialists, SSP and DSP Solutions | 29 | |||
| Global Mobile Ad Network Requests are Forecast at 5.7 Trillion in 2012 | 30 | |||
| Mobile Inventory Requests: Global Available Ad Network/Platform Impressions 2009 – 2012 | 31 | |||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Inventory Analysis 2009 - 2012 | 32 | |||
| Fill Rates are Forecast to Improve to 80% in 2012 | 34 | |||
| Mobile Advertising Networks: Fill Rates and Filled Inventory 2011 - 2012 | 37 | |||
| Fill Rates Steadily Improve: 2009 – 2012 | 39 | |||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Fill Rates 2010 - 2012 | 39 | |||
| Media Spend Through Ad Networks, Platforms, Auctions and Exchanges Forecast at $5 Billion Globally in 2012 | 41 | |||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend 2009 - 2012 | 43 | |||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend Ranking 2009 - 2012 | 45 | |||
| SECTION THREE | 47 | |||
| Mobile Ad Network Market Positions are Diverse, With Sophisticated Ad Ingest, Clearing, Serving, Tracking, Handset, Os and Audience Targeting Technologies | 47 | |||
| Mobile Ad Networks are Sophisticated Audience Targeting Vehicles | 47 | |||
| Mobile Advertising Networks: Market Position Analysis: 2012 | 48 | |||
| Mobile Advertising Networks: Inventory and Platform Billing Models 2012 | 49 | |||
| Mobile Advertising Networks, Platforms, Auctions and Exchanges: Revenue Share/Participation Analysis: 2011-2012 | 51 | |||
| Mobile Advertising Networks, Platforms, Auctions Exchanges and RTB: Billing Models and Formats Supported 2012 | 54 | |||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Reach 2009 - 2012 | 56 | |||
| Mobile Ad Networks, Platforms, Ad Serving Solutions, Auctions, Exchanges and RTB Solutions are Forecast to Capture $1.6 Billion in 2012 Net Revenue | 58 | |||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2014 | 59 | |||
| Mobile Advertising Networks, Platforms, Auctions, Exchanges and RTBs: Media Spend, Revenue Share and Net Revenue 2009 - 2012 | 65 | |||
| SECTION FOUR | 67 | |||
| Q & A’s | 67 | |||
| ADFONIC | 67 | |||
| ADITIC (a division of Sofialys) | 73 | |||
| ADMARVEL (a unit of Opera Software) | 77 | |||
| ADMODA/ADULTMODA | 84 | |||
| AMOBEE | 87 | |||
| BUZZ CITY | 92 | |||
| CASEE | 98 | |||
| INMOBI | 100 | |||
| JUMPTAP | 106 | |||
| MADHOUSE | 110 | |||
| MADVERTISE | 115 | |||
| MOBCLIX (a Velti company) | 118 | |||
| MOBGOLD | 121 | |||
| MOJIVA | 125 | |||
| NEXAGE | 130 | |||
| TREMOR VIDEO (formerly Transpera) | 135 | |||
| xAD, INC | 138 | |||
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