U.S. Mobile Advertising and Search Markets

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The U.S. mobile penetration levels are currently at around 80 percent. This translates into roughly 240 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 Search MarketMobile AdvertisingIntroductionMarket SegmentationMajor Market TrendsSummary of Findings and Key ConclusionsU.S. Mobile Advertising and Search Markets, Market Trends and Strategic Evaluation and AnalysisOn-deck and Off-deck Mobile AdvertisingOn-deck and Off-deck Mobile Advertising Trends and ImplementationsAd PopularityPopular Ad FormatsDifferentiation for Mobile Advertising CampaignsCommon Differentiation StrategiesOn-deck Ad Platform Implementation ModelsHosted and Licensed ImplementationsAd Sourcing ApproachesDifferent Sources of Mobile AdsAccess Mechanism and Search Result Display FormatVoice and Text with ImagesAd Pricing and Campaign BudgetsIncreasing Campaign BudgetsIntegration of Online and Mobile AssetsLeverage Online Assets and Relationships for Mobile AdvertisingRevenue SharesRevenue Shares Along Value-chainAd Placement Possibilities in On-deckAd Placement PositionsMobile Content Providers as AdvertisersUsing Mobile Advertising to Sell Mobile ContentConsumer ExpectationsConsumer Expectations from Mobile AdvertisingTargeting ModelsAd-targeting ModelsCoverage Range and Fill RatesInventory MonetizationSome New Ad PossibilitiesNew Advertising Mechanisms for MobileU.S. Mobile Advertising and Search Markets, Total U.S. Mobile Advertising and Search MarketsMarket Definitions and OverviewDefinitions and OverviewMarket DynamicsMarket DriversIndustry ChallengesDemand Analysis and Forecast MethodologyDemand AnalysisForecast MethodologyMarket Revenue ForecastsU.S. Mobile Advertising and Search Market Revenue ForecastsU.S. Mobile Advertising and Search Markets, Messaging-based Mobile Advertising MarketIntroduction to Mobile Messaging-based AdvertisingIntroductionShort-code SMS Value ChainValue-chainShort-code SMS ApplicationsPopular Mobile Advertising Campaign TypesShort-code SMS Campaign OperationsEstablishing and Running Short-code SMS CampaignsMajor Market TrendsShort-code AvailabilityShort-code PricingCSC Provisioning and Campaign OperationsRevenue SettlementsMarket Consolidation and Price PressuresEnd User ChargesMarket Revenue ForecastsMarket Revenue Forecasts for Messaging-based Mobile Advertising MarketsU.S. Mobile Advertising and Search Markets, WAP-based Display Mobile Advertising MarketIntroduction to WAP-based Display Mobile Advertising MarketIntroductionWAP-based Mobile Advertising Campaign TypesCampaign TypesCampaign OperationsMajor Market TrendsAdvertisement FormatsPricing and Campaign SpendingAd Delivery ProcessRevenue Shares for On-deck and Off-deck WAP Display AdvertisingDisplay Advertising within Mobile Search EnvironmentFill RatesTagged Page PercentMarket Revenue ForecastsMarket Revenue Forecasts for WAP-based Display Mobile Advertising MarketsU.S. Mobile Advertising and Search Markets, Mobile Video Advertising MarketIntroduction to Mobile Video Advertising MarketIntroductionMajor Mobile Video Advertising InitiativesMobile Video Advertising ExamplesAd-serving Models and TechnologyStreaming and DownloadsMajor Market TrendsPricing ModelAdvertisement TypesInteractivity with Mobile Video AdvertisingMarket Revenue ForecastsMarket Revenue Forecasts for Mobile Video AdvertisingU.S. Mobile Advertising and Search Markets, In-application Mobile Advertising MarketIntroduction to In-application Mobile Advertising MarketIntroductionDynamic Mobile Advertisements DeliveryStatic Mobile Advertisements and Branded ApplicationsMajor Market TrendsRevenue Model- Pricing and Revenue SharesAdvertisement FormatsReportingAd-sourcing and Ad-delivery ApproachesA Note on On-deck In-application Mobile AdvertisingMarket Revenue ForecastsMarket Revenue 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 MarketIntroductionMobile Search Revenue OpportunityRevenue Opportunity with Mobile SearchMajor Market TrendsBusiness and Revenue Model for Advertising Solution ProvidersAdvertisement Format and PricingClient Interface - WAP or Rich ClientDeployment ModelsAnalyticsWhat are the Users Searching For?Market Revenue ForecastsMarket Revenue Forecasts for Search and Other Performance-based Mobile Advertising MarketsU.S. Mobile Advertising and Search Markets, Key Industry ParticipantsService Providers; Mobile Operators and Others4INFOAdMob Inc.Amobee Inc.Crisp Wireless Inc.Enpocket Inc.Go2GoogleGreystripe Inc.Hovr Inc.InfoSpace Inc. Ingenio Inc.JumpTap Inc.Medio Systems Inc.Millennial Media Inc.Mobile Content Networks Inc.Mobile Phone Applications Inc. MobiTV Inc.Sprint-Nextel Inc.Third Screen Media Inc.Versaly Entertainment Inc.VoiceSignalYahoo! Inc.




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