Mobile Advertising: Market Research Report

Date: January 4, 2014
Pages: 400
Price:
US$ 4,950.00
Publisher: Global Industry Analysts, Inc
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: M74ABA66CBDEN
Leaflet:

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Mobile Advertising: Market Research Report
This report analyzes the worldwide markets for Mobile Advertising in US$ Thousands by the following Product Segments: Messaging, Search, and Display. The report provides separate comprehensive analytics for the US, Canada, Japan Europe, Asia-Pacific, Latin America, and Rest of World. Annual estimates and forecasts are provided for the period 2013 through 2020. Also, a seven-year historic analysis is provided for these markets. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs. The report profiles 179 companies including many key and niche players such as -
  • 4INFO, Inc.
  • Apple, Inc.
  • Amobee, Inc.
  • AOL Advertising, Inc.
  • Conversant, Inc.
I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations
Disclaimers
Data Interpretation & Reporting Level
Quantitative Techniques & Analytics
Product Definitions and Scope of Study

II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW I

Prelude I
Mobile Advertising – In a Nutshell I
Current and Future Analysis I
Asia-Pacific Steers the Momentum I
Search Advertising to Expand the Market Potential I
Messaging Advertising Sees Dwindling Fortunes I
Mobile’s Influence on Consumer Lifestyle Enthuses Brands I
Google Leads World Mobile Ad Market I
Android Invades Mobile Space I

Table 1. Leading Players in the Global Mobile Internet Ad Market (2013): Percentage Share Breakdown of Revenues by Company (includes corresponding Graph/Chart) I

Factors Driving Growth in Mobile Advertisement Market I
Personalized Nature of Advertising I
High Penetration of Smartphones I

Table 2. World Smartphone Penetration for Select Countries (as a Percentage of Mobile Phone Users): 2013 (includes corresponding Graph/Chart) I
Table 3. Global Market for Smartphones (2013 & 2018): Breakdown of Sales in Million Units by Geographic Region/Country (includes corresponding Graph/Chart) I
Table 4. Global Smartphones Market - Leading Countries Ranked by CAGR for 2013-2018: Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, UK, and US (includes corresponding Graph/Chart) I

Expansion of Mobile Internet and 3G/4G Technologies I

Table 5. Worldwide Mobile Data Traffic by Device Type (2013, 2015 & 2018) - Percentage Share Breakdown of Monthly Data Traffic Volume for Laptops, Non-Smartphones, Smartphones, Tablets, and Others (includes corresponding Graph/Chart) I
Table 6. Worldwide Mobile Data Traffic by Application (2013, 2015 & 2018) - Percentage Share Breakdown of Monthly Data Traffic Volume for Data, File Sharing , M2M, and Video (includes corresponding Graph/Chart) I
Table 7. Worldwide Mobile Networks (2013 & 2018): Percentage Share Breakdown of Number of Connections by Type of Network Technology (includes corresponding Graph/Chart) I

Infiltration of Social Networks II-1
Opt-in Advertising: Giving Consumer the Choice II-1
The Benefit of Frequency Cap II-1
Custom Targeting II-1
Favorable Response Rates & Instant Feedback II-1
Value for Money II-1
New Forms of Mobile Advertising II-1
Challenges Facing Mobile Ad Market II-1
Factor Restraining Growth in Mobile Advertising Market II-1
Mobile Advertising Seeks to Resolve Technical Hurdles II-1
Click Fraud - The Negative Aspect of Mobile Advertising II-1
Conflict of Interest in Pay-per-Click Model II-1
Concerns over Data Protection and Privacy II-1
Impact of 2007-2009 Recession in Retrospect II-1

2. MARKET DYNAMICS II-1

User Engagement: The Focal Point II-1
Hardware-Related Developments: Major Influence on Mobile Ad Market Dynamics II-1
New-Age Advertisements to Fuel Mobile Marketing Space II-1
The Potential of Multimedia Mobile Marketing II-1
Mobile Video Ads Surpass Online Video Ads II-1
Singular Focus – Boon for Mobile Video Ads II-1
Less Distraction II-1
Not Limited to Peak Hours II-1
Mobile Video Ad Applications Engage Users II-1
Easier Frequency Management II-1
iPad: Transforming the Mobile Advertising Marketplace II-1
Metrics and Analytics Support Drives Mobile Marketing Success II-1
Increase in Mobile Local Advertising II-1
Telecom Operators to Gain from Mobile Advertising II-1
Responsive Site Design to Influence Web-Traffic II-1
Technological Advancements Drive Growth II-1
NFC – Another Smart Approach II-1
RTB – Adding Dynamism to Mobile Advertising II-2
Geo-fencing - The New Buzzword for Brand Promotion II-2
Economical Price Plans Promote Mobile Content II-2
Mobile TV holds Bright Prospects in Mobile Advertising II-2
Mobile Advertising to Provide Gains to Ringtone Vendors II-2
Programmatic Buying & Selling – The New Growth Area II-2
Retailers Rely on Mobile II-2
ROPO and Show-Rooming – Derivatives of Mobile Proliferation II-2
Select Key Statistical Data II-2

Table 8. Global Mobile Ad Market (2013): Percentage Share Breakdown of Spending by Segment (includes corresponding Graph/Chart) II-2
Table 9. Global Mobile Ad Market (2013): Percentage Share Breakdown of Target Audience by Age Group (includes corresponding Graph/Chart) II-2
Table 10. Global Mobile Ad Market (2013): Percentage Share Breakdown of Target Audience by Gender (includes corresponding Graph/Chart) II-2
Table 11. Global Mobile Ad Market (2013): Percentage Share Breakdown of Mobile Ad Spending by Platform (includes corresponding Graph/Chart) II-2
Table 12. Global Mobile Ad Market (2013): Spending in US$ Per Mobile Internet User by Country (includes corresponding Graph/Chart) II-2
Table 13. Global Digital Ad Market (2013): Spending in US$ Per Internet User by Country (includes corresponding Graph/Chart) II-2

3. SERVICE OVERVIEW II-2

Definition II-2
Success of Mobile Advertising: Key Determinant Factors II-2
Mobile Advertising Value Chain II-2
Mobile Advertising Formats II-2
Mobile Messaging II-2

SMS II-2

MMS II-2

Types of MMS Advertising Units II-2
Mobile TV II-2
Mobile Web II-2
Types of Mobile Web Ad Units II-2
Mobile Internet Advertising Vs Mobile Marketing II-2
Advantages of Mobile Advertising II-2
Mobile Vs Traditional Advertising Channels II-3
Mobile Advertising Guidelines II-3

4. PRODUCT LAUNCHES/DEVELOPMENTS II-3

Appsfire to Launch Sashimi II-3
Opera Mediaworks Unveils AdMarvel for Ad Networks and OMAX 2.0 II-3
Millennial Media Upgrades Millennial Media Exchange II-3
TXTImpact Introduces Multi-Media Marketing and Messaging Service II-3
Tumblr Unveils Mobile Ads II-3
Nuance Launches Voice Ads II-3
Amobee Unveils New Pulse 3D Mobile Advertising Platform II-3
UberMedia Releases New UberAds Product II-3
Mogreet Unveils New Self-Service Messaging Platform II-3
Silverpop Introduces New Capabilities in Mobile Messaging II-3
Beachfront Unveils New Platform for Mobile Video Ad Mediation II-3
Adquant Introduces Mobile Advertising Upgrades II-3
LiquidM Unveils Mobile Advertising Management Platform II-3
Applifier Introduces Everplay GameAds II-3
Placecast Introduces PlaceAd II-3
Millennial Media Introduces Omni Measurement Solutions II-3
StartMeApp Introduces adSmart Express II-3
Catalina Launches New Mobile Ad Platform II-3
EQ Works Launches Hercules II-3
Ayuda Introduces Alto - a Standalone Online Portal for Advertisers II-3
KissMyAds Unveils Three Innovative Mobile Advertisement Platforms II-3
IPC Media Launches New Mobile Advertising Products II-3
AdSpruce Launches Native Ads Server II-3
Eureka Unveils Eureka App for Mobile Devices II-3
Telefonica Introduces Novel Mobile Idle-Screen Marketing Solution II-3
Acision Launches RCS Service as Hosted Solution Over Acision Cloud Environment II-3
Symsoft Releases New Platform for Multi-Media Messaging II-3
Opera Unveils Opera Mediaworks for Advertising Purpose II-3
Cellad Unveils Launches New Smartphone App II-4
Velti Introduces New AD Network II-4
Skype Launches Rich Media Mobile Ad App for iPhone II-4
InMobi Launches App Galleries and Custom Ads II-4
Vserv.mobi Unveils New Mobile Advertising Platform II-4
EGG Launches a Series of Interactive Mobile Advertising Platforms II-4
SMS.com.my Introduces Corporate Bulk SMS Service II-4
Adtile Launches RRT Mobile Advertising Platform II-4
Ace Metrix Unveils Ace Metrix MOBILE HD 2.0 II-4
LifeStreet to Launch RevJet II-4
SupersonicAds Launches Ultra for Mobile II-4
Bunndle Launches Mobile App Ad Network for iOS II-4
CIAmedia Introduces Patented Call-Triggered Advertising Solution II-4
ISIGN Launches SPDK for QSRs II-4
Rhythm Unveils LivePods II-4
Kontera Launches Unique PageLift Opener and Mobile Dynamic Content Technologies II-4
ExactTarget Unveils MobileConnect II-4
ECDC Unveils New StudentConnect Mobile Advertising Platform II-4
Sprint Releases Pinsight Media+ Advertising Service II-4
iMobiTrax Unveils Click Filtering Features for Mobile Advertisers II-4
Pontiflex Unveils New Mobile Advertising Platform with Spanish-Language Capabilities II-4
Jivox Unveils New Interactive Ad Insertion Service for Mobile HLS II-4
Sense Networks Launches AudienceSense and AdMatch II-4
Clickatell Unveils CMCM Platform II-4
iVision Mobile Rolls Out Inbound MMS II-4
Medialets Releases Medialets Private Marketplace II-4
YouTube Introduces Skippable Mobile Video ADs II-4
Metaresolver Announces Data-Powered Mobile Advertising Platform II-4
O2 Media Announces Cloud-Based SMS Service for SMEs II-5
Mojiva Rolls Out Mojiva Tab II-5
ASATSU-DK Launches “Mobile DADA” II-5
Mobext Unveils Automated Mobile Messaging Service II-5
Vodafone Unveils Vodafone Select II-5
Adfonic Unveils Integrated Mobile Video Advertising II-5
Vuclip Unveils Vuclip Click2Vid II-5
Httpool Introduces AdPlatform II-5
Bharti Airtel Introduces Mobile Advertising Service II-5
MTS Announces MTS mAd II-5
Etisalat Unveils New Mobile Advertising in Nigeria II-5

5. RECENT INDUSTRY ACTIVITY II-5

Velti Divests Certain Businesses to Blackstone’s GSO Capital Partners II-5
Idea Cellular Teams Up with Flytxt II-5
ValueClick Renames itself as Conversant II-5
Conversant Takes Over SET Media II-5
Twitter Takes Over MoPub II-5
Millennial Takes Over Jumptap II-5
Facebook Takes Over Onavo II-5
Blinkx Acquires Rhythm II-5

4INFO INKS PARTNERSHIP AGREEMENT WITH ACXIOM II-5

Airpush Takes Over Hubbl II-5
Augme Technologies Divests Non-Core Division II-5
Phunware Takes Over TapIt Media Group II-5
RedMas Merges with Adsmovil II-5
SHIFT Enters into Partnership with Gradient X II-5
Celtra Signs Strategic Agreement with DDB Chicago II-5
Linkable Networks and 4INFO Ink a Partnership Agreement II-5
Tapjoy and Celtra Sign a Rich Media Partnership Agreement II-5
Omnicom Media Group Enters into Strategic Partnership with Celtra II-5
JUICE Mobile and Nuance Communications Launch Voice-enabled Mobile Advertising Solution II-6
Publicis to Merge with Omnicom II-6
Sprint Forms Partnership with Telefónica II-6
MEC UK and InMobi Enter into Partnership II-6
Nuance Enters into a Partnership with Widespace II-6
PMG Acquires Ability II-6
Adello and HStreaming Merge II-6
CellAd and World Global Network Form a JV II-6
ValueFirst Acquires clk2c.com II-6
Fairfax Media Partners with InMobi for Mobile Advertising Solutions II-6
Millennial Media Teams Up with Hipcricket II-6
Retailigence and Mojiva Enter into a Partnership II-6
Mediahub/Mullen Enters into an Agreement with Millennial Media II-6
Swrve Merges with MobileAppTracking of HasOffers II-6
ePrize Acquires Cellit II-6
Videology Takes Over Collider Media II-6
VivaKi Enters into Agreement with Medialets II-6
InSequent Acquires 4Mads Adtech Startup II-6
Telenav Acquires Mobile Ad Company ThinkNear II-6
Rubicon Project Acquires Mobile Ad Tech Mobsmith II-6
Call Genie Acquires VoodooVox II-6
Monster Offers Enters into an Advertising Agreement with Ad Shark II-6
Media Mind Enters into an Agreement with ScientiaMobile II-6
MediaMath Acquires Tap.Me II-6
Amobee Takes Over AdJitsu II-6
Voice Assist Inks a Partnership Agreement with Augme II-6
AccuWeather and Amobee Enter into an Exclusive Partnership II-6
Tagga Enters into a Partnership with airG II-7
GREE Advertising Teams Up with MobPartner II-7
madvertise Acquires Mobilike II-7
Networkplay Acquires Mobile Ad Network Seventynine II-7
InMobi and MoSync Sign a Partnership Agreement II-7
Hi-Media Group Takes Over Adtriple II-7
Opera Software Takes Over 4th Screen Advertising and Mobile Theory II-7
Velti Acquires CASEE II-7
Komli Mobile and YOOSE Enter into Sales Partnership II-7
Hungama Digital Media Entertainment Enters into Partnership with Adsmobi II-7
Affle Forms Partnership with Yahoo! India II-7
ValueFirst Takes Over mGinger II-7
SingTel Acquires Mobile Ad Company Amobee II-7
InMobi to Team Up with Mi9 II-7
InMobi Forms Partnership Agreement with detikcom II-7
Clash Media Mobile Inks a Licensing Agreement with StrikeAd II-7

6. FOCUS ON SELECT PLAYERS II-7

4INFO, INC. (US) II-7

Apple, Inc. (US) II-7
Amobee, Inc. (US) II-7
AOL Advertising, Inc (US) II-7
Conversant, Inc. (US) II-7
Facebook, Inc. (US) II-7
Google, Inc. (US) II-7
AdMob Google, Inc. (US) II-8
Google AdSense (US) II-8
InMobi (India) II-8
Medio Systems, Inc. (US) II-8
Microsoft Corporation (US) II-8
Millennial Media (US) II-8
Jumptap, Inc. (US) II-8
Pandora Media, Inc. (US) II-8
Radiate Media (US) II-8
Rhythm NewMedia, Inc. (US) II-8
Twitter, Inc. (US) II-8
Velti PLC (UK) II-8
Yahoo! Inc. (US) II-8

7. GLOBAL MARKET PERSPECTIVE II-8

Table 14. World Recent Past, Current & Future Analysis for Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) II

-8

Table 15. World Historic Review for Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) II

-8

Table 16. World 15-Year Perspective for Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) II

-8

Table 17. World Recent Past, Current & Future Analysis for Messaging-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) II

-8

Table 18. World Historic Review for Messaging-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) II

-9

Table 19. World 15-Year Perspective for Messaging- Based Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) II

-9

Table 20. World Recent Past, Current & Future Analysis for Search-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) II

-9

Table 21. World Historic Review for Search-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) II

-9

Table 22. World 15-Year Perspective for Search-Based Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) II

-9

Table 23. World Recent Past, Current & Future Analysis for Display-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) II

-9

Table 24. World Historic Review for Display-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) II

-9

Table 25. World 15-Year Perspective for Display-Based Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) II

-9

III. MARKET

1. THE UNITED STATES II

A. Market Analysis II
Current & Future Analysis II
Tiny Screen…Huge Potential II
Snapshots II
Factors Driving the Growth of Mobile Advertisements II
Factors Restraining the Growth of Mobile Advertisements II
Market Dynamics II
Advanced Mobile Devices Foster Growth in Mobile Advertising Market II
Rising Popularity of Smartphones II
Mobile Advertisement to Expand its Share in Digital Ad Spending II

Table 26. US Mobile Ad Market (2010-2014): Spending as a Proportion of Total Digital Ad Spending (includes corresponding Graph/Chart) II

Mobile Display Advertising on the Rise II
Mobile Ads Surpass Browser-Based Standard Banner Ads II
Local Mobile Ads Find Favor II
Advanced Mobile Technology to Promote Growth II
Key Statistical Data II

Table 27. US Mobile Ad Market (2013): Percentage Share Breakdown of Number of Ads by Segment (includes corresponding Graph/Chart) II
Table 28. Leading Mobile Apps in the US Mobile Ad Market (2013): Percentage Share Breakdown of Number of Ads (includes corresponding Graph/Chart) II
Table 29. Leading Players in the US Mobile Internet Ad Market (2013): Percentage Share Breakdown of Revenues by Company (includes corresponding Graph/Chart) II
Table 30. Leading Players in the US Mobile Internet Search Ad Market (2013): Percentage Share Breakdown of Revenues by Company (includes corresponding Graph/Chart) II
Table 31. Leading Players in the US Mobile Internet Display Ad Market (2013): Percentage Share Breakdown of Revenues by Company (includes corresponding Graph/Chart) II

Product Launches II
Strategic Corporate Developments III-1
Key Players III-3
B. Market Analytics III-4

Table 32. US Recent Past, Current & Future Analysis for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-4
Table 33. US Historic Review for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-4
Table 34. US 15-Year Perspective for Mobile Advertising by Format - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-4

2. CANADA III-4

A. Market Analysis III-4
Current & Future Analysis III-4
Mobile Extends New Opportunity for Canadian Advertisers III-4

Table 35. Canadian Mobile Ad Market (2010-2014): Spending as a Proportion of Total Digital Ad Spending (includes corresponding Graph/Chart) III-4

Incentive-Based Advertising to Grow III-4
Challenges Confronting Mobile Advertising in Canada III-4
Product Launch III-4
Strategic Corporate Developments III-4
B. Market Analytics III-4

Table 36. Canadian Recent Past, Current & Future Analysis for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-4
Table 37. Canadian Historic Review for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-4
Table 38. Canadian 15-Year Perspective for Mobile Advertising by Format - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-4

3. JAPAN III-4

A. Market Analysis III-4
Current & Future Analysis III-4

Table 39. Japanese Mobile Ad Market (2010-2014): Spending as a Proportion of Total Digital Ad Spending (includes corresponding Graph/Chart) III-4

Market Overview III-4
Smooth Way Ahead for Mobile Advertising III-5
Product Launch III-5
Strategic Corporate Development III-5
B. Market Analytics III-5

Table 40. Japanese Recent Past, Current & Future Analysis for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-5
Table 41. Japanese Historic Review for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-5
Table 42. Japanese 15-Year Perspective for Mobile Advertising by Format - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-5

4. EUROPE III-5

A. Market Analysis III-5
Current & Future Analysis III-5
Overview III-5
Europe Sees Rise in Mobile Ad Spending as a Proportion of Digital Ad Spending III-5

Table 43. European Mobile Ad Market (2010-2014): Spending as a Proportion of Total Digital Ad Spending by Select Country (includes corresponding Graph/Chart) III-5

Factors Driving the Growth of Mobile Advertisements III-5
Factors Restraining the Growth of Mobile Advertisements III-5
Market Dynamics III-5
Banner Advertising: The Largest Revenue Generator III-5
Advanced Formats and New Technologies Pull Growth III-5
Western Europe Exhibits Higher Growth Prospects III-5
Strategic Corporate Development III-5
B. Market Analytics III-5

Table 44. European Recent Past, Current & Future Analysis for Mobile Advertising by Geographic Region - France, Germany, Italy, UK, Spain, Russia, and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-5
Table 45. European Recent Past, Current & Future Analysis for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-6
Table 46. European Historic Review for Mobile Advertising by Geographic Region - France, Germany, Italy, UK, Spain, Russia, and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-6
Table 47. European Historic Review for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-6
Table 48. European 15-Year Perspective for Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for France, Germany, Italy, UK, Spain, Russia, and Rest of Europe Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-6
Table 49. European 15-Year Perspective for Mobile Advertising by Format - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-6

4A. FRANCE III-6

A. Market Analysis III-6
Current & Future Analysis III-6
Significant Mobile Ownership Fails to Surge Mobile Advertising Market III-6
Technology Improvements – A Must for Advances in the Market III-6
Strategic Corporate Development III-6
B. Market Analytics III-6

Table 50. French Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-6
Table 51. French Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-6

4B. GERMANY III-6

A. Market Analysis III-6
Current & Future Analysis III-6
A Peek into German Mobile Market Dynamics III-6

Table 52. German Smartphone Market (2013): Percentage Breakdown of User Base by Smartphone Operating System (includes corresponding Graph/Chart) III-6
Table 53. Internet Usage in Germany (2013): Percentage Breakdown of Browser-Based Web-Page Views by Type of Device (includes corresponding Graph/Chart) III-6

Smartphones to Drive Mobile Internet Use and Ad Spending III-6
Major Users of Mobile Advertising III-6
Product Launch III-6
Strategic Corporate Developments III-7
B. Market Analytics III-7

Table 54. German Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-7
Table 55. German Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-7

4C. ITALY III-7

Market Analysis III-7

Table 56. Italian Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-7
Table 57. Italian Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-7

4D. THE UNITED KINGDOM III-7

A. Market Analysis III-7
Current & Future Analysis III-7
Mobile Emerges as a Key Marketing Channel for Brands III-7
Mobile Ad Market Withstands Recession III-7
Smartphone Users Prop Up Mobile Ad Investments III-7
Growing Tablet Penetration Extends New Opportunity III-7
Mobile Advertisers Leverage Metrics Measurement System III-7
Ring Tone Vendors Focus on Mobile Advertisement III-7
Mobile Internet Advertising Gains Popularity III-7
Product Launches III-7
Strategic Corporate Developments III-7
Velti, Plc – A Key Player III-8
B. Market Analytics III-8

Table 58. UK Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-8
Table 59. UK Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-8

4E. SPAIN III-8

A. Market Analysis III-8
Current & Future Analysis III-8
Product Launches III-8
Strategic Corporate Development III-8
B. Market Analytics III-8

Table 60. Spanish Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-8
Table 61. Spanish Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-8

4F. RUSSIA III-8

Market Analysis III-8

Table 62. Russian Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-8
Table 63. Russian Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-8

4G. REST OF EUROPE III-8

A. Market Analysis III-8
Current & Future Analysis III-8
Product Launches III-8
Strategic Corporate Developments III-9
B. Market Analytics III-9

Table 64. Rest of Europe Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-9
Table 65. Rest of Europe Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-9

5. ASIA-PACIFIC III-9

A. Market Analysis III-9
Current & Future Analysis III-9
Overview III-9
Rising Penetration of Mobile Devices III-9
Rising Use of Smartphones III-9
Market Snapshots III-9
Mobile Advertising: A High Growth Market III-9

Table 66. Asia-Pacific Mobile Ad Market (2010- 2014): Spending as a Proportion of Total Digital Ad Spending by Select Country (includes corresponding Graph/Chart) III-9

A Highly Diverse Market III-9
Robust Rise in Mobile Internet User Base III-9

Table 67. Mobile Internet Users in Select Asian Countries (2011) (includes corresponding Graph/Chart) III-9
Table 68. Average Number of Page Impressions Per User Per Day on the Internet for Select Asian Countries (includes corresponding Graph/Chart) III-9

Challenges for Mobile Advertising III-9
Market Dynamics III-9
Strong Growth for South East Asian Markets III-9
Text Messaging Continues to Retain Significance in Mobile Marketing III-9
Mobile Search Holds Maximum Popularity III-10
Mobile Videos: Potential for Growth III-10
Prospects for Mobile TV Advertising III-10
Embedded Advertisements and 'App-vertising' on the Rise III-10
Smarter Advertisements for Smartphones III-10
Companies Increasingly Promoting Mobile Advertising III-10
B. Market Analytics III-10

Table 69. Asia-Pacific Recent Past, Current & Future Analysis for Mobile Advertising by Geographic Region - Australia, China, India, South Korea, and Rest of Asia-Pacific Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-10
Table 70. Asia-Pacific Recent Past, Current & Future Analysis for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-10
Table 71. Asia-Pacific Historic Review for Mobile Advertising by Geographic Region - Australia, China, India, South Korea, and Rest of Asia-Pacific Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-10
Table 72. Asia-Pacific Historic Review for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-10
Table 73. Asia-Pacific 15-Year Perspective for Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for Australia, China, India, South Korea, and Rest of Asia-Pacific Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-10
Table 74. Asia-Pacific 15-Year Perspective for Mobile Advertising by Format - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-10

5A. AUSTRALIA III-10

A. Market Analysis III-10
Current & Future Analysis III-10
Mobile Emerges as the Fastest Online Advertising Media Channel III-10
Mobile Advertisement to Gain Momentum III-10
Smartphones to Change Low Receptivity Trend in the Mobile Space III-10
B. Market Analytics III-10

Table 75. Australian Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-10
Table 76. Australian Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-11

5B. CHINA III-11

A. Market Analysis III-11
Current & Future Analysis III-11
A Rapidly Expanding Market III-11
Brief Overview of the Sector III-11
Growth Drivers of Mobile Advertisement III-11
Factors Restraining the Growth of Mobile Advertisement Market III-11
Market Dynamics III-11
Mobile Internet Sees Faster Growth III-11

Table 77. Number of Mobile Internet Users in China for the Years 2009 through 2013 (In Million) (includes corresponding Graph/Chart) III-11

Internet-Based Digital Services Find Popularity Among Mobile Users III-11
Mobile Television Witnessing Rapid Growth III-11
Baidu and Google Conflict for Mobile Search Market Share III-11
Product Launch III-11
Strategic Corporate Development III-11
B. Market Analytics III-11

Table 78. Chinese Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-11
Table 79. Chinese Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-11

5C. INDIA III-11

A. Market Analysis III-11
Current & Future Analysis III-11
The Fastest Growing Mobile Market III-11
Mobile Advertising: Benefiting from Rising Mobile Phone Penetration III-11
Market Dynamics III-11

3G BOOSTS MOBILE ADVERTISING MARKET III-11

Sustained Growth for SMS Advertising III-11
Marketers Seeking Innovative Approaches III-11
Rural Penetration of Mobile Phones to Boost Mobile Advertising III-11
SMBs Keep an Eye on Mobile Ad Vertical III-11
Traditional Media Still Lead the Market III-11

Table 80. Indian Mobile Ad Market (2013): Percentage Share Breakdown of Ad Impressions by Device Type (includes corresponding Graph/Chart) III-11
Table 81. Indian Mobile Ad Market (2013): Percentage Share Breakdown of Ad Impressions by Device Brand (includes corresponding Graph/Chart) III-11
Table 82. Indian Mobile Ad Market (2013): Percentage Share Breakdown of Ad Impressions by Mobile OS (includes corresponding Graph/Chart) III-12

Product Launches III-12
Strategic Corporate Developments III-12
InMobi – A Major India-based Mobile Advertising Company III-12
B. Market Analytics III-12

Table 83. Indian Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-12
Table 84. Indian Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-12

5D. SOUTH KOREA III-12

A. Market Analysis III-12
Current & Future Analysis III-12
Mobile Advertising on the Rise III-12
High Growth of Mobile Internet Penetration to Benefit Mobile Advertisers III-12

Table 85. South Korean Mobile Market (2011-2016): Percentage Share Breakdown of Internet Users as a Proportion of Mobile Users and Total Population (includes corresponding Graph/Chart) III-12

B. Market Analytics III-12

Table 86. South Korean Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-12
Table 87. South Korean Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-13

5E. REST OF ASIA-PACIFIC III-13

A. Market Analysis III-13
Current & Future Analysis III-13
Review of Select Markets III-13
Malaysia III-13
Singapore III-13
Product Launches III-13
Strategic Corporate Developments III-13
B. Market Analytics III-13

Table 88. Rest of Asia Pacific Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-13
Table 89. Rest of Asia Pacific Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-13

6. LATIN AMERICA III-13

A. Market Analysis III-13
Current & Future Analysis III-13
Latin America Sees Growth in Mobile Advertising III-13

Table 90. Latin American Mobile Ad Market (2013): Percentage Share Breakdown of Ad Impressions by Device Type (includes corresponding Graph/Chart) III-13
Table 91. Latin American Smartphones Market (2013): Penetration Growth Rate by Country (includes corresponding Graph/Chart) III-13
Table 92. Latin American Mobile Ad Market (2010-2014): Spending as a Proportion of Total Digital Ad Spending by Select Country (includes corresponding Graph/Chart) III-13

B. Market Analytics III-13

Table 93. Latin American Recent Past, Current & Future Analysis for Mobile Advertising by Geographic Region - Argentina, Brazil, Mexico and Rest of Latin America Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-13
Table 94. Latin American Recent Past, Current & Future Analysis for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-13
Table 95. Latin American Historic Review for Mobile Advertising by Geographic Region - Argentina, Brazil, Mexico and Rest of Latin America Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-14
Table 96. Latin American Historic Review for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-14
Table 97. Latin American 15-Year Perspective for Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for Argentina, Brazil, Mexico and Rest of Latin America Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-14
Table 98. Latin American 15-Year Perspective for Mobile Advertising by Format - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-14

6A. ARGENTINA III-14

A. Market Analysis III-14
Current & Future Analysis III-14
Android Leads the Mobile Market III-14

Table 99. Argentinean Mobile Market (2013): Percentage Share Breakdown of Device Population by Operating System (includes corresponding Graph/Chart) III-14

B. Market Analytics III-14

Table 100. Argentinean Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-14
Table 101. Argentinean Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-14

6B. BRAZIL III-14

A. Market Analysis III-14
Current & Future Analysis III-14
Android Devices Give Lead to Mobile Advertising III-14

Table 102. Brazilian Mobile Market (2013): Percentage Share Breakdown of Device Population by Operating System (includes corresponding Graph/Chart) III-14

B. Market Analytics III-14

Table 103. Brazilian Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-14
Table 104. Brazilian Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-14

6C. MEXICO III-15

A. Market Analysis III-15
Current & Future Analysis III-15
Higher Smartphone Penetration to Benefit Advertisers III-15

Table 105. Mexican Mobile Ad Market (2013): Percentage Share Breakdown of Ad Impressions by Device Type (includes corresponding Graph/Chart) III-15
Table 106. Mexican Mobile Market (2013): Percentage Share Breakdown of Device Population by Operating System (includes corresponding Graph/Chart) III-15

B. Market Analytics III-15

Table 107. Mexican Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-15
Table 108. Mexican Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-15

6D. REST OF LATIN AMERICA III-15

Market Analysis III-15

Table 109. Rest of Latin America Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-15
Table 110. Rest of Latin America Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-15

7. REST OF WORLD III-15

A. Market Analysis III-15
Current & Future Analysis III-15
Review of Select Markets III-15
Israel III-15
South Africa III-15
Opportunities and Challenges III-15
Lack of Local Publishers: A Missed Opportunity III-15
Increase in the Introduction of Innovative Features III-15
UGC Segment Expands III-15
Product Launch III-15
B. Market Analytics III-15

Table 111. Rest of World Recent Past, Current & Future Analysis for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2013 through 2020 (includes corresponding Graph/Chart) III-15
Table 112. Rest of World Historic Review for Mobile Advertising by Format - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2006 through 2012 (includes corresponding Graph/Chart) III-15
Table 113. Rest of World 15-Year Perspective for Mobile Advertising by Format - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-16

IV. COMPETITIVE LANDSCAPE

Total Companies Profiled: 179 (including Divisions/Subsidiaries - 188)
The United States (99)
Canada (7)
Japan (4)
Europe (46)
  France (6)
  Germany (7)
  The United Kingdom (15)
  Spain (3)
  Rest of Europe (15)
Asia-Pacific (Excluding Japan) (28)
Africa (1)
Middle East (3)
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