U.S. Mobile Advertising Market

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Mar 28, 2013, 11:56 ET

NEW YORK, March 28, 2013 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

U.S. Mobile Advertising Market
http://www.reportlinker.com/p01054117/US-Mobile-Advertising-Market.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Advertising

Mobile advertising is the process of describing or presenting a product, a service, an idea, or an organization through mobile communication channels to induce mobile subscribers to buy, interact, or support the item being advertised. The U.S. mobile advertising ecosystem has started to resemble the online advertising ecosystem, yet there are some industry challenges that are quite unique to mobiles, including the lack of a proper re-targeting framework, and privacy implications. This study analyses the key trends and presents market forecasts for the U.S. mobile advertising market for the 2009–2017 time frame.

Table of Contents

C h a p t e r 1
Executive Summary
Introduction and Overview 1-1
Introduction to Mobile Advertising 1-1
Market Segmentation 1-1
Key Findings and Conclusions 1-2
C h a p t e r 2
Strategic Evaluation and Analysis
Next-generation Mobile Advertising Trends 2-1
Audience Targeting and Mobile Advertising 2-1
Location-based and Location-enabled Mobile Advertising 2-2
Cross-device Ad Retargeting 2-4
Emergence of the DSP and the DMP Ad Serving Models in Mobile 2-4
Private (and Public) Mobile Ad Exchanges 2-5
Roadmap for Mobile Advertising 2-6
C h a p t e r 3
U.S. Mobile Advertising Market
Key Market Definitions 3-1
Market Definitions and Overview 3-1
On-deck Mobile Advertising 3-1
Off-deck Mobile Advertising 3-1
Demand-side Platforms 3-2
Ad Exchanges 3-2
Market Dynamics 3-3
Industry Challenges 3-3
Using Mobile Advertising as an Integrated Component of Digital Advertising 3-3
Avoiding the "let down" Effect 3-4
Achieving Advanced Targeting Without Infringing on User Privacy 3-4
Ineffective Cross-device Digital Advertising 3-4
Complexity in the Mobile Advertising Value Chain 3-5
Achieving Automation in Rich Media Ad Creation 3-5
Continued Pricing Pressures 3-5
Industry Fragmentation and Measuring Performance of Mobile Advertising 3-6
Market Drivers 3-6
Continued Adoption of Connected Devices 3-7
Strong Demand from the Buy Side 3-7
In-application Mobile Advertising 3-7
Emergence of Mobile Ad Exchanges and Real-time Bidding Platforms 3-8
Big Data in Mobile 3-8
Industry Focus on Cross-device Mobile and Digital Advertising 3-8
Resurgence of Mobile Video Advertising 3-9
Verifiable Results and Efficient Analytics 3-9
Market Forecast 3-10
Market Forecast for the U.S. Mobile Advertising Market 3-10
Competitive Analysis 3-16
Competitive Analysis of the U.S. Mobile Advertising Market 3-16
Mobile Operator Strategies 3-17
Solution Provider Strategies 3-18
Market Share Analysis 3-20
Market Share Analysis of the U.S. Mobile Advertising Market 3-20
C h a p t e r 4
Messaging-based Mobile Advertising Segment
Introduction 4-1
Messaging-based Mobile Advertising 4-1
Market Revenue Forecast 4-1
Revenue Forecast for Messaging-based Mobile Advertising 4-1
C h a p t e r 5
Mobile Internet-based Display Advertising Segment
Introduction 5-1
Mobile Internet-based Display Advertising 5-1
Market Revenue Forecast 5-2
Revenue Forecast for Mobile Internet-based Display Advertising 5-2
C h a p t e r 6
Mobile Video Advertising Segment
Introduction 6-1
Mobile Video Advertising 6-1
Market Revenue Forecast 6-2
Revenue Forecast for Mobile Video Advertising 6-2
C h a p t e r 7
In-application Mobile Advertising Segment
Introduction 7-1
In-application Mobile Advertising 7-1
Market Revenue Forecast 7-2
Revenue Forecast for In-application Mobile Advertising 7-2
C h a p t e r 8
Performance-based Mobile Advertising Segment
Introduction 8-1
Performance-based Mobile Advertising 8-1
Market Revenue Forecast 8-2
Revenue Forecast for Performance-based Mobile Advertising 8-2

List of Figures
C h a p t e r 3
U.S. Mobile Advertising Market
3-1 Mobile Advertising Market:
Impact of Top Eight Industry Challenges, The United States, 2012-2017 3-3
3-2 Mobile Advertising Market:
Market Drivers Ranked in Order of Impact, The United States, 2012-2017 3-6
3-3 Mobile Advertising Market:
Revenue Forecast, The United States, 2009-2017 3-12
3-4 Mobile Advertising Market:
Revenue from Different Channels, The United States, 2009-2017 3-13
3-5 Mobile Advertising Market:
Competitive Structure, The United States, 2011 3-16
3-6 Mobile Advertising Market:
Estimated Company Market Share by Revenue, The United States, 2011 3-20
C h a p t e r 4
Messaging-based Mobile Advertising Segment
4-1 Mobile Advertising Market:
Revenue Forecast for Messaging-based Mobile Advertising, The United States, 2009-2017 4-2
C h a p t e r 5
Mobile Internet-based Display Advertising Segment
5-1 Mobile Advertising Market:
Revenue Forecast for Mobile Internet-based Display Advertising, The United States, 2009-2017 5-2
C h a p t e r 6
Mobile Video Advertising Segment
6-1 Mobile Advertising Market:
Revenue Forecast for Mobile Video Advertising, The United States, 2009-2017 6-2
C h a p t e r 7
In-application Mobile Advertising Segment
7-1 Mobile Advertising Market:
Revenue Forecast for In-application Mobile Advertising, The United States, 2009-2017 7-2
C h a p t e r 8
Performance-based Mobile Advertising Segment
8-1 Mobile Advertising Market:
Revenue Forecast for Performance-based Mobile Advertising, The United States, 2009-2017 8-2

List of Charts
C h a p t e r 1
Executive Summary
1.1 Mobile Advertising Market:
Market Segmentation, The United States, 2012 1-2
1.2 Mobile Advertising Market:
Revenue Forecast, The United States, 2009-2017 1-3
1.3 Mobile Advertising Market:
Contribution from Different Channels, The United States, 2009-2017 1-4
C h a p t e r 2
Strategic Evaluation and Analysis
2.1 Mobile Advertising Market:
JiWire's Location Graph, The United States, 2012 2-3
2.2 Mobile Advertising Market:
Benefits of Sense Networks' Technology, The United States, 2012 2-3
2.3 Mobile Advertising Market:
Evolution and Roadmap, The United States, 2005-2017 2-7
C h a p t e r 3
U.S. Mobile Advertising Market
3.1 Mobile Advertising Market:
Market Engineering Measurements, The United States, 2011 3-11
3.2 Mobile Advertising Market:
Revenue Forecast, The United States, 2009-2017 3-12
3.3 Mobile Advertising Market:
Revenue from Different Channels, The United States, 2009-2017 3-14
3.4 Mobile Advertising Market:
Low Growth Revenue Estimation and High Growth Revenue Estimation,
The United States, 2009-2017 3-15
3.5 Mobile Advertising Market:
Estimated Company Market Share by Revenue, The United States, 2011 3-21
C h a p t e r 4
Messaging-based Mobile Advertising Segment
4.1 Mobile Advertising Market:
Revenue Forecast for Messaging-based Mobile Advertising, The United States, 2009-2017 4-3
C h a p t e r 5
Mobile Internet-based Display Advertising Segment
5.1 Mobile Advertising Market:
Revenue Forecast for Mobile Internet-based Display Advertising, The United States, 2009-2017 5-3
C h a p t e r 6
Mobile Video Advertising Segment
6.1 Mobile Advertising Market:
Revenue Forecast for Mobile Video Advertising, The United States, 2009-2017 6-3
C h a p t e r 7
In-application Mobile Advertising Segment
7.1 Mobile Advertising Market:
Revenue Forecast for In-application Mobile Advertising, The United States, 2009-2017 7-3
C h a p t e r 8
Performance-based Mobile Advertising Segment
8.1 Mobile Advertising Market:
Revenue Forecast for Performance-based Mobile Advertising, The United States, 2009-2017 8-3