世界各国のリアルタイムなデータ・インテリジェンスで皆様をお手伝い

目次

2008年末、世界のモバイル加入者は40億を上回り、2013年には60億に達する見込みである。その中で、モバイルサービスは多くの視聴者向け広告に適したプラットフォームである。米国の調査会社ピラミッドリサーチ社は、モバイルサービスを広告媒体として利用すれば、通信事業者や技術関連企業、コンテンツ開発者にとって新たな収益源となると考えている。またモバイル広告は、有料モバイルデータサービスの成長に大きな役割を果たすだろう。 ピラミッドリサーチ社の調査レポート「新興市場のモバイル広告」は、新興市場におけるモバイル広告のイニチアチブと潜在的収益を調査し、ブラジル、中国、インド、インドネシア、メキシコ、ルーマニア、ロシア、南アフリカ、トルコに焦点を当てている。また、世界の市場動向と米国や英国等の発展市場を比較して調査データを関連付けている。ピラミッドリサーチ社の分析によれば、モバイル広告によってサービス収益が10％増加するとみている。市場の主要事業者はスポンサー付きメッセージングやアラートサービス、モバイルポータルサイトの高度コンテンツなどの様々な広告媒体を推進している。 Global mobile subscriptions surpassed 4bn at year-end 2008 and are expected to approach 6bn by 2013, making mobile services an extremely relevant platform for advertising for mass audiences. Pyramid Research believes that using mobile services as an advertising medium creates a new revenue stream for telecom operators as well as for technology enablers and content developers. Furthermore, mobile advertising will play a key role in driving usage of paid mobile data services. Mobile Advertising in Emerging Markets looks at mobile advertising initiatives and the revenue potential in emerging markets, with a particular emphasis on Brazil, China, India, Indonesia, Mexico, Romania, Russia, South Africa and Turkey. We also put our findings in context by making comparisons with global trends and developed markets, such as the US and UK. Our analysis indicates that mobile advertising will boost mobile data service revenue by up to 10% and that leading operators are pushing a variety of advertising methods, from sponsored messaging and alert services to more sophisticated content over mobile portals.

Key questions answered

• How will mobile and Internet-based advertising compare in emerging and mature markets?
• Are there markets where the mobile sector’s share of overall advertising spending will surpass that of the Internet anytime soon?
• In light of the fact that even basic services such as sponsored messaging and alert systems are enabling brands to reach a wider audience, how will the progression of mobile networks to 3G affect the development of mobile advertising?
• What are the benefits to brands of including mobile advertising initiatives in their overarching marketing strategies?
• Can SMS-based approaches ever help brands reach a substantial mobile audience in emerging markets?
• What are the advantages to mobile operators of pushing m-advertising, besides adding a revenue stream?
• Can advertising play a role in boosting the use of paid connectivity products?

Target audience

Operators
Learn how different business models can be used to provide mobile financial services, in particular what the role is of the main players and the supporting ecosystem. Find out which factors — regulations, technology — make a service successful. Draw on conclusions based on the experience of successful African operators that have wide application in markets at various stages of development. The report also looks at examples of why privacy issues, mobile spam and unsolicited messages are key areas the industry must continue to address delicately.

Banks
Find out the size of the opportunity in emerging markets, and determine how different markets require different approaches. Learn how the mobile advertising channel can increase awareness of your offerings, improve customer satisfaction and provide information about customer behavior and preferences. This report provides insight into how different approaches using mobile media can help reach customers more effectively. It also offers the analysis you need in order to take advantage of the mobile opportunity, especially among previously unreachable income segments.

Investors
Identify the opportunities in mobile advertising by examining case studies of some of the most challenging markets in the world. This report provides a thorough grounding in the important issues facing one of the most exciting segments of the telecommunications industry, giving you the fundamental tools to develop long-range plans and winning strategies.

Mobile advertising platform vendors
Discover where your greatest opportunities lie and how deep your involvement in the business of providing mobile advertising services should be. Understand the challenges facing your customers and what role you can play in meeting those challenges. This report provides the analysis you need to win a larger share of operator spending with informed go-to-market strategies and creative solutions, particularly in a time of worldwide economic downturn.

Companies mentioned in this report:

AdMob Advanced Info Service (AIS) AgênciaClick Akbank América Móvil Amobee Media Systems Arcelik Avea Axis Baidu Banco do Brasil Blyk Budget Insurance BuzzCity CASEE CCTV (China Central Television) Cell C Celltick China Central Television (CCTV) China Mobile China Telecom China Unicom Claro (Brazil) Coca-Cola Cosmote Cukurova Digiturk Dogan Dotad F.biz Facebook Fiat Focus Wireless Fractalist

Garanti Bankasi Gigafone Technologies Google GroupM Intact Media Interactive Advertising Bureau Brasil Iusacell JWT Brazil Kraft KT Consulting (KTC) Libertatea Madhouse MADS Mail.ru McCann Healthcare MegaFon Merkez Microsoft MNET MSN MTN MTS MTV MultiChoice MXIT MySpace Naspers Nestlé Nextel Mexico News24 Nokia OgilvyOne Oi Okto

Opera Software Orange Orange Romania Petrobras Pioco Pontomobi Praesto Convergence Proctor & Gamble PT Pos Indonesia QQ.com Société Générale Sun, The SocialTxt.org Telcel Televisa Telefónica Telkomsel Telsim TIM Brasil (Telecom Italia) Turkcell Turk Telecom TV Azteca Unilever Utones Velti VimpelCom Vivo Vodacom Vodafone Vodafone Romania Warner Brothers Yahoo YouTube Zingmobile

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Table of Contents

Table of contents

Table of exhibits

Acronyms and abbreviations

Companies mentioned in this report

Executive summary

Section 1: Definitions and methodology

1.1 Definitions

Types of mobile advertising

Section 2: Global trends in mobile advertising

Advertising and the economy

Advertising, the Internet and mobile platforms

Section 3: Country case studies

3.1 Brazil: at the forefront of mobile advertising in Latin America

Overview of the mobile telecom market in Brazil

The mobile advertising opportunity in Brazil

Mobile advertising strategy: Agency F.biz launches campaigns with different operators involving

gaming and mobile portals

3.2 China: M-advertising revenue to reach $2.6bn by 2013

Overview of the mobile telecom market in China

The mobile advertising opportunity in China

Mobile advertising strategy: Madhouse‘s mobile impressions reached 4bn in 2008

Mobile advertising strategy: China Unicom experiments with the handset‘s idle screen

Mobile advertising strategy: Pioco and Coca-Cola partner for Bluetooth-based marketing

3.3 Indonesia: Mobile media to drive digital advertising expansion

Overview of the mobile telecom market in Indonesia

The mobile advertising opportunity in Indonesia

Mobile advertising strategy: ―As Fress‖ by Telkomsel

Mobile advertising strategy: Utones sponsors content downloads

Mobile advertising strategy: MXIT in Indonesia

3.4 Mexico: Significant potential across digital platforms

Overview of the mobile telecom market in Mexico

The mobile advertising opportunity in Mexico

Mobile advertising strategy: KT Consulting bets on mobile advertising as core competence

Mobile advertising strategy: Sprite builds social networking mobile portal to promote brand

3.5 Romania: Advertising revenue from mobile media to exceed that from online media by 2010

Overview of the mobile telecom market in Romania

The mobile advertising opportunity in Romania

Mobile advertising strategy: Vodafone pioneers with messaging-based services

3.6 Russia: Operators poised to exploit growth opportunities

Overview of the mobile telecom market in Russia

The mobile advertising opportunity in Russia

Mobile advertising strategy: Mobile operators in Russia

Mobile advertising strategy: MTS is exploring with messaging-based initiatives

Mobile advertising strategy: Gigafone‘s ―get called, get rewarded‖ business model gains traction

3.7 South Africa: Mobile advertising revenue to exceed online by 2010

Overview of the mobile telecom market in South Africa

The mobile advertising opportunity in South Africa

Mobile advertising strategy: MXIT targets the youth audience via messaging

Mobile advertising strategy: Vodacom‘s dedicated mobile advertising division

3.8 Turkey: Leading operator Turkcell is promoting a variety of m-advertising formats

Overview of the mobile telecom market in Turkey

The mobile advertising opportunity: Turkey

Mobile advertising strategy: Leading mobile operator Turkcell Related resources

Table of exhibits

Exhibit 1: Pyramid Research‘s approach to estimating advertising revenue

Exhibit 2: Mobile advertising as one of the elements of a mobile marketing strategy

Exhibit 3: Total advertising spending as a portion of GDP and GDP per capita, 2008

Exhibit 4: Global mobile subscriptions, 2004-2013 (millions)

Exhibit 5: Fixed broadband accounts, mobile browsing and SMS subscriptions as proportions of population in 10 countries, 2008

Exhibit 6: Global mobile service revenue, 2004-2013

Exhibit 7: Digital media spending as a percentage of total advertising revenue in select countries, 2008 vs. 2013

Exhibit 8: Forecast of mobile and online advertising as a percentage of digital advertising in select markets in 2013

Exhibit 9: Worldwide AdMob traffic, September 2008 vs. September 2007

Exhibit 10 : Highlights of mobile advertising services by type in emerging markets

Exhibit 11: Brazil — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 12: Brazil — Mobile subscriptions by technology, 2007-2013

Exhibit 13: Brazil — Mobile data service subscription penetration, 2007-2013

Exhibit 14: Brazil — Advertising spending breakdown by category, 2008

Exhibit 15: Brazil — Mobile advertising revenue, percentage of advertising spending, 2007-2013

Exhibit 16: New Fiat Punto advertising campaign, first launched on mobile platforms

Exhibit 17: Unilever Seda Teens campaign, using banner adds, a dedicated WAP portal, branded phones and content such as games

Exhibit 18: China — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 19: China — Mobile subscriptions by technology, 2007-2013

Exhibit 20: China — Mobile data service subscription penetration, 2007-2013

Exhibit 21: China — Advertising spending breakdown by category, 2008

Exhibit 22: China — Mobile advertising revenue; percentage of advertising spending, 2007-2013

Exhibit 23: Indonesia — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 24: Indonesia — Mobile subscriptions by technology, 2007-2013

Exhibit 25: Indonesia — Mobile data service subscription penetration, 2007-2013

Exhibit 26: Indonesia — Advertising spending breakdown by category, 2008

Exhibit 27: Indonesia — Mobile advertising revenue, percentage of advertising spending, 2007-2013

Exhibit 28: Kartu As Fress — Telkomsel‘s mobile advertising-funded tariff plan

Exhibit 29: Utones — An application offering content in exchange for advertising

Exhibit 30: Mexico — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 31: Mexico — Mobile subscriptions by technology, 2007-2013

Exhibit 32: Mexico — Mobile data service subscription penetration, 2007-2013

Exhibit 33: Mexico — Advertising spending breakdown by category, 2008

Exhibit 34: Mexico — Mobile advertising revenue, percentage of advertising spending 2007-2013

Exhibit 35: Zona Sprite social networking WAP portal

Exhibit 36: Romania — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 37: Romania — Mobile subscriptions by technology, 2007-2013

Exhibit 38: Romania — Mobile data service subscription penetration, 2007-2013

Exhibit 39: Romania — Advertising spending breakdown by category, 2007

Exhibit 40: Romania — Mobile advertising revenue, percentage of advertising spending, 2007-2013

Exhibit 41: Russia — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 42: Russia — Mobile subscriptions by technology, 2007-2013

Exhibit 43: Russia — Mobile data service subscription penetration, 2007-2013

Exhibit 44: Russia — Advertising spending breakdown by category, 2008

Exhibit 45: Russia — Mobile advertising revenue, percentage of advertising spending, 2007-2013

Exhibit 46: MTS national SMS quiz screenshots

Exhibit 47: South Africa — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 48: South Africa — Mobile subscriptions by technology, 2007-2013

Exhibit 49: South Africa — Mobile data service subscription penetration, 2007-2013

Exhibit 50: South Africa — Advertising spending breakdown by category, 2008

Exhibit 51: South Africa — Mobile advertising revenue, percentage of advertising spending, 2007-2013

Exhibit 52: MXIT application screenshot

Exhibit 53: Vodacom‘s reported mobile advertising revenue, 2007–2008

Exhibit 54: Screenshot of Vodacom‘s Please Call Me service

Exhibit 55: Turkey — Key telecom and demographic indicators in a global context, year-end 2008

Exhibit 56: Turkey — Mobile subscriptions by technology, 2007-2013

Exhibit 57: Turkey — Mobile data service subscription penetration, 2007-2013

Exhibit 58: Turkey — Advertising spending breakdown by category, 2008

Exhibit 59: Turkey — Mobile advertising revenue, percentage of advertising spending, 2007-2013

Exhibit 60: Turkcell‘s Tonlakazan Service

(日本語訳)

新興市場で広告収益を見いだしたモバイルサービス

マサチューセッツ州ケンブリッジ、2009年3月5日
新興市場でのモバイルサービスの普及は拡大し続け、広告主はモバイルデータサービスユーザなどに対する「第3番目のスクリーン」による広告キャンペーンを大きく推進している。それによって、モバイルネットワークオペレータの収益は非常に大きく成長するだろうと、米国調査会社ピラミッドリサーチ社の調査レポート「新興市場のモバイル広告:第3世代画面の市場動向と戦略」は報告する。

この調査レポートは、ブラジル、中国、インド、インドネシア、メキシコ、ルーマニア、ロシア、南アフリカ、トルコなどの新興市場に焦点を当てて、モバイル広告のイニチアチブと潜在的収益を調査している。また、世界の市場動向と米国や英国等の発展市場とを比較して、調査データを関連付けている。ピラミッドリサーチ社の分析によれば、今後5年間でモバイル広告によって世界のサービス収益は10％増加し、2013年までにモバイルデータサービスはオペレータのサービス収益の33％を上回るだろう。

(後略)

(原文)

Mobile Services to Capture More Advertising Revenue in Emerging Markets, Finds Pyramid Research

CAMBRIDGE, Mass.—March, 5, 2009
As market penetration rates for mobile services continue to soar in emerging markets, advertisers are expected to dramatically increase their spending on "third-screen" ad campaigns targeted specifically to users of mobile data services, providing a potentially huge new revenue stream for operators of mobile networks, according to the latest report by Pyramid Research, the telecom research arm of the Light Reading Communications Network.

Mobile Advertising in Emerging Markets examines mobile advertising initiatives and the revenue potential in emerging markets, with a particular emphasis on Brazil, China, Indonesia, Mexico, Romania, Russia, South Africa, and Turkey. This 84-page report puts Pyramid Research's findings in context by making comparisons with global trends and developed markets, such as the U.S. and the U.K. Download an excerpt of this report here.

Pyramid predicts that mobile advertising will boost mobile data service revenue by 10 percent within the next five years, as mobile service adoption rates grow worldwide. Mobile data services are expected to account for more than 33 percent of operators' service revenue at the global level by 2013, making any driver of this market a strategic component.

The expected growth in mobile data subscriptions will make mobile advertising a robust growth area despite an expected overall downturn in advertising spending over the next two years, notes Jan Ten Sythoff, manager of Mobile Content at Pyramid Research and co-author of the report. "Fixed-line Internet and mobile platforms will take market share away from traditional formats in the short term and grow in line with economic recovery from 2011 onward," say Sythoff. "Mobile and Internet platforms combined will account for roughly 12 percent of overall advertising spending in emerging markets and 30 percent in developed countries by 2013," he adds.

The Pyramid report identifies eight developing markets in which mobile advertising initiatives are gaining ground. Combined, these markets will account for more than 35 percent of mobile subscriptions worldwide by 2013. "South Africa and Indonesia stand out as markets where the mobile sector's share of overall advertising spending will surpass that of the Internet medium as early as 2009," says Sythoff.

"The development of mobile advertising is favorably affected by mobile networks' evolution to 3G, but even basic services, such as sponsored messaging and alert systems, are enabling brands to reach a wider audience and make the most of the mobile channel, Sythoff adds. "For example, SMS-based approaches can help companies reach more than 60 percent of the mobile audience across emerging markets immediately and close to all subscribers in five years."

Mobile Advertising in Emerging Markets is part of Pyramid's research report series. A blend of primary research and qualitative analysis, Pyramid's research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics.