モバイル広告(第3版) / インフォーマテレコムズ＆メディア社

モバイル広告(第3版)

Mobile Advertising (3rd edition)

出版社	出版日	電子媒体 (05/23 レート)
インフォーマテレコムズ＆メディア社	2010年10月	₤ 2,995 \408,628(税込) ライセンス別価格

価格・ご注文について

この調査レポートは、世界のモバイル広告市場について調査しています。2010年のモバイル広告市場の主要な商取引や製品・サービスの発表から最新の市場動向を詳述し、モバイルアプリ、モバイル検索、モバイル電子商取引などの市場への影響も分析しています。近年のモバイル広告市場の企業買収の動向や、グーグルやアップルなどの企業の影響力の拡大、関連企業の詳細、ビジネスチャンスや市場課題、ビジネスモデル、価格戦略、収益予測なども記載しています。世界市場と各国・地域毎の市場(米国、英国、日本、中国、インド)の2015年までの予測も行っています。

Mobile advertising is not yet a high-volume high-revenue business but we are now seeing increasing examples of successful mobile advertising campaigns. The mobile advertising industry has moved ahead from the trial and experimental phase and many brands are now spending significant sums on mobile advertising campaigns on a regular basis. The high market fragmentation continues to restrict market growth and looks unlikely to lessen anytime soon. In fact, market fragmentation may escalate due to possible anti-competitive practices of Apple, Google and other big players.

Google’s acquisition of AdMob and Apple’s acquisition of Quattro Wireless, validates the mobile advertising market opportunity, and has resulted in brands and agencies now more actively considering mobile for their campaigns.

New report format

New Report format - designed for sharing - This research is available from our online store either as a hardcopy report or electronic format, featuring a series of PDF, PPT and XLS files, each designed to provide you with business critical intelligence which is easy to share with your colleagues.

Interactive Forecast Tool - The report also includes the Mobile Advertising Interactive Forecast Tool, which contains a range of dynamic tables and charts controlled via the use of drop-down boxes to allow the user to choose unique combinations of geographic regions and output metrics for display. Crucially, the tool also contains three scenarios (Core, Conservative & Aggressive) to help users understand the level of opportunity and risk that exists within the mobile advertising market.

Key Coverage

An in-depth assessment and analysis of the Current Mobile Advertising Market - this analysis includes detailed information relating to mobile advertising industry deals, and product/service announcements in 2010.
Also, analysis on the impact of Mobile Apps market boom, and Mobile Search and M-Commerce growth on mobile advertising.
An analysis of the outcome of mobile advertising market acquisitions in recent years and the growing influence of Google and Apple in the market.
Detailed profiling of the mobile advertising Ecosystem and Value Chain players and highlighting the opportunities and challenges they face in a rapidly growing industry.
Market segmentation and detailed analysis of mobile messaging advertising, mobile Internet advertising, in-content mobile advertising and advertising using mobile apps.
Comprehensive analysis of the various mobile advertising business models, pricing strategies, and expected revenues for value chain players.
Global, regional and country level (5 markets – US, UK, Japan, India and China) forecasts to 2015 for mobile messaging advertising, mobile Internet advertising, in-content mobile advertising and advertising using mobile apps.

Key questions addressed in Mobile Advertising research

What has been the impact of acquisitions and partnerships that have happened in the mobile advertising industry in recent years?

What strategies should operators adopt to ensure they can compete with the likes of Google and Apple?

How are the Mobile App Stores driving the growth of the mobile advertising industry?

What are the opportunities and challenges for the various mobile advertising value chain players including the advertisers/brands, mobile ad agencies, mobile ad networks, ad enablers and network optimisers, platform vendors, mobile search providers, content publishers and app developers, and mobile operators?

What are the various mobile advertising business models, pricing strategies, and what revenues can be expected for the different value chain players?

What's new in this edition?

This now includes an easy-to-use interactive Excel forecast tool, which enables you to view, compare and analyse all the forecasts, and generate more data sets and charts than those included in the report.
The report includes detailed analysis and forecasts to 2015 on the Global Mobile Advertising market including – All regions: North America, Latin America, Asia Pacific Developed, Asia Pacific Developing, Western Europe, Eastern Europe, Africa and Middle East.
Analysis of the outcome of mobile advertising market acquisitions in recent years and the growing influence of Google and Apple in the market.
Assessment of the impact of mobile apps market explosion including detailed analysis, market sizing, and revenue forecasts for in-app mobile advertising.
New case studies and analysis of mobile advertising campaigns.

The research focuses on the latest developments within mobile advertising including

The Impact of Apple’s acquisition of Quattro Wireless and the launch of the iAd advertising platform, as well as the acquisition of AdMob by Google.
The growing trend among companies to launch their branded mobile apps for advertising and CRM purposes.
Increasing use of mobile phones in fully-integrated cross-media campaign plans that include TV, radio, cinema, online, print, outdoor and direct mail.
The strong growth of mobile search with Google reporting a 500% growth in mobile search queries between 2008 and 2010.
The impact of the growth of m-commerce on the mobile advertising market.
The growing opportunities for mobile advertising technology and platform vendors with the shift in operators’ attitude from building in-house systems towards the purchase and outsourcing of mobile ad-serving platforms.

Essential reading for

Mobile Operators – Understand how the market is likely to change over the next 5 years and identify strategies to ensure they can compete with online players such as Google and device vendors such as Apple and Nokia.

Content Publishers and Mobile App Developers - Discover opportunities that are available in the mobile advertising sector, and identify new business models to grow their revenues.

Technology and Platform Vendors – Gain in-depth market knowledge to develop and offer a fully managed mobile advertising solution to their customers.

Handset Vendors – Identify the market opportunity and determine the role they can play to get a share of mobile advertising revenues.

Ad Agencies – Increase their understanding of the mobile medium beyond SMS campaigns and ensure they have the right strategies in place to benefit from the expected strong market growth in the coming years.

Mobile Ad Networks and Network Optimisers - learn ways to increase fill rates and ensure the availability of high quality mobile advertising inventory on their network.

Brands and Advertisers – Gain insights into the market trends and learn how they can ensure a good ROI from mobile advertising campaigns.