Mobile advertising and marketing: Market analysis and forecasts 2006-2011According to Wireless Federation,Mobile advertising is coming to a phone near you - but simply translating
existing models won’t work
The increasing availability of multimedia content is opening a large opportunity
for sophisticated forms of mobile advertising. As content that already
incorporates advertising - like live TV programming - makes its way to mobile
handsets, brands and entertainment content providers are beginning to see the
value of presenting full multimedia ads with programs.
Operators in the U.S. and Western Europe are currently either testing various
forms of advertising with 3G services or are allowing ads to be served on their
portals. A number of multimedia companies will launch advertising in H1 2006
within their multimedia offering. Furthermore, the entry of large online search
engines into the mobile world opens up new advertising opportunities in the
shape of context-based mobile search. What are the best strategies for success?
This report will tell you.
From 2005 when the nascent market garnered $255 million in Europe and the United
States, mobile marketing and advertising in these two geographical areas will
grow to exceed $1 billion in 2009, provided certain elements fall into place.
Issues to be resolved include business models and revenue share, the type,
length and frequency of ads, consumer attitudes and many others. Operators will
have to walk a fine line between maximising the revenue potential of
advertising, while at the same time not risk alienating subscribers and
increasing churn by doing so.
Based on interviews with key participants across the value chain, including
operators, media agencies, software application providers, access providers,
marketing specialists and trade association representatives, this 170+ page
report analyses the market drivers and barriers affecting mobile advertising and
marketing. It discusses the main market trends and charts the market evolution
in the US and Europe. The report examines mobile advertising opportunities
presented by MMS, video, TV, LBS, contextual advertising, as well as other niche
possibilities.
