1.1. Mobile advertising market to continue growing 1.2. A market dominated by familiar names from the Internet world 1.3. Mobile advertising as an extension of fixed web advertising rather than a new market enabled through apps
2. Methodology
3. Market structure & Key factors
3.1. Market overview 3.1.1. Definition 3.1.2. Market segmentation 3.1.3. Product / service trends 3.2. Current market estimates 3.2.1. Market by geographical zone 3.3. Key drivers 3.3.1. Key technologies 3.3.2. Privacy and regulatory environment 3.3.3. Mobile advertising consumption and usages
4. Market structure and player strategies
4.1. Industry structure 4.1.1. Value chain and Player typology 4.1.2. Competition structure / landscape / environment 4.1.3. Business models 4.2. Company profiles 4.2.1. Summary tables 4.2.2. Facebook 4.2.3. Google 4.2.4. Apple 4.2.5. Amazon 4.2.6. Orange 4.2.7. Vodafone 4.2.8. Telefónica 4.2.9. Deutsche Telekom 4.2.10. SingTel (Amobee) 4.2.11. Verizon 4.2.12. AT&T 4.2.13. Flurry 4.2.14. Rubicon Project 4.2.15. StrikeAd 4.2.16. LeadBolt 4.3. Strategic analysis 4.3.1. Mobile advertising is mainly conducted through mobile web, due to easier convergence from fixed compared to all-new app advertising 4.3.2. Mobile advertising market still in its infancy but can be expected to grow in the coming years
5. Markets and forecasts
5.1. Market development factors 5.1.1. Analysis of growth drivers 5.1.2. Forecast hypotheses 5.2. Market forecasts 5.2.1. Forecasts 2013-2017
Report's Tables and Figures
Tables
Table 1: Examples of mobile applications offering location-based services Table 2: Worldwide mobile advertising revenue by company, 2011 to 2013 Table 3: Mobile display advertising revenue in the US, by company 2011 to 2014 Table 4: Mobile advertising activity benchmark for telcos Table 5: Mobile advertising activity benchmark for telcos
Figures
Figure 1: Advertising revenue split between search and display formats; a comparison between fixed and mobile Figure 2: Integration of iPhone functionality in the Nissan campaign Figure 3: Google AdWords’ click-to-call function Figure 4: Examples of location-based ads on mobile phones Figure 5: The SoLoMo concept Figure 6: Example of an app install ad on Facebook mobile Figure 7: Regional mobile advertising revenues, 2008 to 2012 Figure 8: Mobile advertising revenues by country, 2008 to 2012 Figure 9: Regional annual mobile advertising revenue per mobile Internet user, 2008 to 2012 Figure 10: Annual mobile advertising revenue per mobile Internet user by country, 2008 to 2012 Figure 11: Main mobile advertising key technologies by categories Figure 12: Eye tracking attention evaluation on Facebook (website and application) Figure 13: 24/7 Real Media's Open AdStream platform Figure 14: Advertising that targets the main audience of the website lesnumeriques.com Figure 15: Contextual advertising for the Shazam music application via AdSense Figure 16: The Blinkx “un-roll” Figure 17: How contextual advertising is integrated into an Internet video Figure 18: Sponsored pages displayed on the Facebook mobile application, taking into account the Facebook user’s profile Figure 19: The retargeting process Figure 20: Personalized recommendations on mobile, by Amazon Figure 21: Pull-based advertising in the “WHERE” application Figure 22: Push-based or geofencing advertising for Starbucks (sent by SMS) Figure 23: Advertising on the “Metro Paris” application Figure 24: The Real-Time Bidding process Figure 25: Various kinds of data sources Figure 26: While using your smartphone or tablet, how often do you fully pay attention to advertisements when…? Figure 27: How often do you notice advertising when you are using the browser or an app on your smartphone? Figure 28: Which types of ads do you pay attention to on your smartphone or tablet? Figure 29: Results of a survey question about mobile ad usefulness Figure 30: Advertising perceptions depending on the physical medium and the device Figure 31: Mobile users’ attitude regarding the advertising format Figure 32 : The initial online value chain Figure 33: The introduction of ad networks Figure 34 : Hundreds of ad networks complicating the value chain Figure 35 : The introduction of ad exchanges Figure 36 : Addition of ad exchanges further complicates the value chain Figure 37: The introduction of DSPs and SSPs Figure 38: The mobile advertising value chain Figure 39: The mobile advertising networks market map, by MobyAffiliates Figure 40: The main players dominating the mobile search and display advertising markets Figure 41: Advertising ecosystem revenue sharing percentages Figure 42: Verizon Precision Market Insights Figure 43: The four steps to Business Success on Facebook Figure 44: Mobile advertising inventory managed by Orange Figure 45: Tailored media packages by Vodafone Marketing Solutions Figure 46: Ad products offered by Telefónica Global Advertising Solutions Figure 47: SingTel iMedia does not mention Amobee Figure 48: Amobee still operates independently from SingTel Figure 49: Examples of analyses by Verizon Precision Marketing Insights Figure 50: AT&T AdWorks' click-to-fill ad unit Figure 51: Flurry AppCircle Re-engagement Figure 52: Rubicon targets publishers who are 6th to 100th for total ad display impressions Figure 53: The StrikeAd Fusion platform Figure 54: Ad units available from LeadBolt Figure 55: Advertising revenue split between search and display formats; a comparison between fixed and mobile Figure 56: Percentage of mobile RTB ad requests by Adfonic, May to October 2012 Figure 57: Key forecast figures in a nutshell Figure 58: Regional mobile advertising revenues, 2013-2017 Figure 59: Mobile advertising revenues by country, 2013- 2017 Figure 60: Regional annual mobile advertising revenue per mobile Internet user, 2013-2017 Figure 61: Annual mobile advertising revenues per mobile Internet user by country, 2013-2017 (EUR) Figure 62: Mobile advertising revenues as a share of total online revenues, 2013-2017 Figure 63: Breakdown of mobile advertising revenues by format, USA 2013-2017 Figure 64: Breakdown of global mobile advertising revenues by format, 2013-2017 Figure 65: Comparison of fixed and mobile advertising revenue per user, 2013 and 2017, for EU27, USA, Japan and Worldwide Figure 66: Comparison of mobile advertising revenue per user and mobile app revenue per user, 2013 and 2017, for EU27, USA, Japan and Worldwide
Database Structure
Access • Mobile subscribers (millions) • Annual growth rate • Mobile density
Internet usages • Fixed Internet users (millions) • Annual growth rate • Fixed Internet penetration • Mobile Internet users (millions) • Annual growth rate • Mobile Internet penetration (% among mobile subscribers)
Search • Mobile Internet searchers (millions) • Annual growth rate • Mobile search usage (% among mobile subscribers)
Advertising Mobile Advertising revenues (million EUR) • Annual growth rate (%) Mobile advertising revenues by advertising format (million EUR) • Display revenues (million EUR) • Search marketing and assimilated revenues (million EUR) • Other online advertising revenues (million EUR) • Total mobile advertising revenues (million EUR) • Online & total media advertising revenues Online advertising revenues (million EUR) • Annual growth rate • Total media advertising revenues (million EUR) • Annual growth rate Mobile advertising revenue shares • Share of mobile advertising over online advertising • Share of mobile advertising over total media advertising Revenues per user • Mobile advertising revenues per mobile Internet user (annual) • Fixed advertising revenues per Internet user (annual)
Paid Mobile Applications Mobile Application revenues (million EUR) • Annual growth rate (%) • Revenues per user • Paid mobile application revenue per mobile Internet user (annual)
Database geographical coverage Zones • World • EU5 • EU27 • Asia Pacific
Countries • France • Germany • Italy • Spain • United Kingdom • Brazil • USA • China • Japan • South Korea
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