U.S. Mobile Advertising and Search Markets

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The U.S. mobile penetration levels are currently at around 85 percent. This translates into roughly 260 million subscribers reachable anytime, anywhere through their mobile phones. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. The industry is witnessing a considerable increase in the number of specialized companies that focus on enabling mobile advertising. Adoption of mobile advertising by the nation’s largest mobile operators and innovative MVNOs is a testament to the perceived potential of the market opportunity.

Table of Contents

U.S. Mobile Advertising and Search Markets, Introduction to Mobile Advertising and SearchMobile Advertising and SearchIntroductionMarket SegmentationKey Market Trends and ConclusionsU.S. Mobile Advertising and Search Markets, Market Trends and Strategic Evaluation and AnalysisKey Trends in the U.S. Mobile Advertising and Search MarketOn-deck and Off-deck Mobile AdvertisingAdvertising Campaign BudgetsInteractions Among Mobile Ad NetworksMobile Advertising is Not a Stand-alone ServiceMultiple Options for Mobile SearchEmerging Mobile Advertising Services and Mobile Ad FormatsCoverage Rate and Fill RatesExtending On-deck Presence to Off-deckU.S. Mobile Advertising and Search Markets, Total U.S. Mobile Advertising and Search MarketsMarket Definitions and OverviewDefinitions and OverviewMarket DynamicsIndustry ChallengesMarket DriversMarket RestraintsDemand Analysis and Market ForecastsDemand AnalysisMarket ForecastsCompetitive Analysis of the U.S. Mobile Advertising and Search MarketsCompetitive AnalysisMarket Share AnalysisMarket Share Analysis for the U.S. Mobile Advertising and Search MarketsU.S. Mobile Advertising and Search Markets, Messaging-based Mobile Advertising MarketIntroduction to Messaging-based Mobile AdvertisingIntroductionKey Market TrendsPremium and Standard Rate MessagingRevenue Shares for Premium Rate Messaging CampaignsRevenue Shares for Standard Rate Messaging CampaignsMarket Revenue ForecastsRevenue Forecasts for Messaging-based Mobile AdvertisingU.S. Mobile Advertising and Search Markets, WAP-based Display Advertising MarketIntroduction to WAP Display AdvertisingIntroductionOff-deck and On-deck WAP-based Display AdvertisingMajor Market TrendsCampaign Budgets and PricingRevenue Shares for On-deck and Off-deck WAP-based AdvertisingFill Rates and Tagged Page Percentages Advertiser TypesMarket Revenue ForecastsRevenue Forecasts for WAP-based Display AdvertisingU.S. Mobile Advertising and Search Markets, Mobile Video Advertising MarketIntroduction to Mobile Video AdvertisingIntroductionMobile Video Advertising ExamplesMobile Video Advertising PricingPricing ModelsMarket Revenue ForecastsRevenue Forecasts for Mobile Video AdvertisingU.S. Mobile Advertising and Search Markets, In-application Mobile Advertising MarketIntroduction to In-application Mobile AdvertisingIntroductionValue Chain for Dynamic Ad DeliveryMajor Market TrendsContent Sourcing and DistributionAd-placementCampaign Pricing and Revenue SharesA Note on Google's AndroidMarket Revenue ForecastsRevenue Forecasts for In-application Mobile AdvertisingU.S. Mobile Advertising and Search Markets, Mobile Search and Other Performance-based Mobile Advertising MarketIntroduction to Mobile Search and Other Performance-based Mobile Advertising MechanismsIntroductionMajor Market TrendsRevenue ModelsCampaign Budgets and Ad PricingOperator Approach to Mobile SearchMarket Revenue ForecastsRevenue Forecasts for Mobile Search and Other Performance-based AdvertisingU.S. Mobile Advertising and Search Markets, Key Industry ParticipantsService Providers; Mobile Operators and Content Providers4INFOAd InfuseAdMobAmobeeAOL LLCBuzzdCellufunChaChaGreyStripeHipCricketiamota corporationJumpTapLeap WirelessMedio SystemsMillennial Media Inc. Mobile PosseMobiTVNokia InteractiveQuattro WirelessRingleader DigitalSnapTellSprint-NextelVerizon WirelessVirgin Mobile USAVoodooVoxYahoo! Inc.




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