Masterclassing Connect

Mobile Advertising - The Next Five Years

David Murphy

Analyst Visiongain has launched its latest report on the mobile market,
Mobile Advertising and Marketing: Market Analysis and Forecasts
2006-2011

The report considers the best strategies for success, and concludes
that while mobile advertising is coming to a phone near you, simply
translating existing models wont work.

The increasing availability of multimedia content is opening a large
opportunity for sophisticated forms of mobile advertising, the report
says. 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 programmes.




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 the first half of 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.
From 2005, when the nascent market garnered $255m (133m) in Europe and the United States, mobile marketing and advertising in these two geographical areas will grow to exceed $1 billion in 2009, the report forecasts, provided certain elements fall into place.
IIssues 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, the 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.
The report seeks to answer the following questions:
What percentage of brand advertising and marketing budgets will go on the mobile channel by 2011 and what will be the associated revenues?
Where are the biggest market opportunities?
How does mobile advertising compare to online and traditional media?
What advertising models exist and which ones will account for the biggest market?
What types of mobile advertising are most likely to succeed?
How can operators and other companies in the value chain best position themselves?
Single-user copies of the report cost GBP 1499 (US$2698). Departmental copies (for up to five individual users) cost 2999, while whole-company access, including Intranet, CD-Rom and PDF distribution, costs 4,999.
To order a copy of the report, email: ben.radford@visiongaingroup.com  or click here.

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