NEW YORK, Feb. 21, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:
U.S. Mobile Advertising and Search Markethttp://www.reportlinker.com/p0236716/US-Mobile-Advertising-and-Search-Market.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Online_Advertising
The U.S. mobile penetration levels are at the 90 percent mark. An increasing number of mobile subscribers are using various content services and applications on their devices, which opens up newer avenues for mobile advertising. Penetration of next-generation mobile handheld devices such as Smartphones and tablet PCs have opened up new possibilities in mobile advertising. Adoption of mobile advertising by the nation's largest mobile operators, leading technology vendors, major online advertising solution providers and innovative mobile virtual network operators(MVNOs) is a testament to the perceived potential of the market opportunity.
C h a p t e r 1
Introduction
Mobile Advertising and Search 1-1
Introduction and Overview 1-1
Market Segmentation 1-1
Key Findings and Conclusions 1-2
C h a p t e r 2
Market Trends and Strategic Evaluation and Analysis
Key Market Trends 2-1
Continued Adoption of Rich Media Ads 2-1
Ongoing Collaboration between Ad Networks; Mobile Demand Side Platforms and
Real-time Bidding Platforms 2-6
Ad Networks and Solution Provider Partnerships and Integrations - Proactive Collaboration 2-7
Private Mobile Ad Exchanges 2-8
Increasing Inventory in Mobile 2-9
Industry Standardization Efforts—ORMMA; VAST and VPAID; Others 2-12
Integrated Digital Advertising—Online; Mobile and Connected TV 2-14
Greater Integration with Mobile Commerce Functionality 2-15
Mobile Advertising and Social Communication 2-15
C h a p t e r 3
Total U.S. Mobile Advertising and Search Market
Key Market Definitions 3-1
Market Definitions and Overview 3-1
On-deck Mobile Advertising 3-1
Off-deck Mobile Advertising 3-1
Ad Network and Ad Network Providers 3-2
Fill Rate 3-2
Targeting 3-3
Demand Side Platforms 3-3
Ad Exchanges 3-3
Market Dynamics 3-4
Industry Challenges 3-4
Driving the growth of the Industry by educating the buy side and facilitating easier participation
in mobile advertising 3-4
Maintaining a price-premium in mobile advertising 3-5
Specialized vendors focused on a small set of mobile advertising opportunities will face increased
competitive pressures 3-5
Solving the industry fragmentation and measuring performance of mobile advertising could become
a challenge 3-5
It is important to achieve high degree of automation for rich media advertising in order to generate
enough scale 3-6
U.S. mobile operators need to play a greater role in mobile advertising 3-6
Ad aggregation and ad mediation systems in mobile need to deliver transparent pricing and reporting 3-6
Understanding the role of different types of mobile advertising solution providers can be challenging
for advertisers and publishers 3-7
Market Drivers 3-7
Next-generation connected wireless devices such as Smartphones and tablets are the major
growth drivers 3-8
Rich media ads in mobile continue to drive growth 3-8
The App Economy is a major growth driver 3-9
Increased uptake of mobile video ads expected to drive growth 3-9
Industry Standards—ORMMA, VAST, VPAID, and others—will help address inter-operability
issues in rich media and mobile video advertising and will likely be important growth drivers 3-10
Technological Advances such as HTML 5.0 could reduce the Industry fragmentation and help drive
adoption of new rich media mobile advertising experiences 3-10
Verifiable Results from mobile advertising help to support the business case for mobile advertising 3-11
Industry collaboration, real-time bidding exchanges and mobile demand side platforms will help in
inventory monetization 3-11
Market Forecast 3-12
Market Forecast for the U.S. Mobile Advertising and Search Market 3-12
Competitive Analysis 3-20
Competitive Analysis of the U.S. Mobile Advertising and Search Market 3-20
Solution Providers 3-21
A Note on Google 3-22
Mobile Operators 3-23
Market Share Analysis 3-25
Market Share Analysis of the U.S. Mobile Advertising and Search Market 3-25
C h a p t e r 4
Messaging-based Mobile Advertising Segment
Introduction 4-1
Introduction to Messaging-based Mobile Advertising Segment 4-1
Key Mobile Messaging Technologies 4-1
Common Short Codes 4-1
Revenue Shares for Premium and Standard Rate Mobile Messaging Campaigns 4-3
Premium Rate Campaigns 4-3
Standard Rate Campaigns 4-4
Market Revenue Forecast 4-5
Revenue Forecast for Messaging-based Mobile Advertising 4-5
C h a p t e r 5
Mobile Internet-based Display Advertising Segment
Introduction 5-1
Mobile Internet-based Display Advertising Segment 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
Introduction to Mobile Video Advertising segment 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
Introduction to 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
Mobile Search and Other Performance-based Mobile Advertising Segment
Introduction 8-1
Introduction to Mobile Search and Other Performance-based Mobile Advertising 8-1
Market Revenue Forecast 8-2
Revenue Forecast for Mobile Search and Other Performance-based Mobile Advertising 8-2
C h a p t e r 9
Key Industry Participants
Mobile Advertising Solution Providers 9-1
4INFO Profile 9-1
Company 9-1
Key Mobile Advertising Offerings and Value Proposition 9-1
AdHaven Mobile Audience Platform 9-1
Key Customers and Partnerships 9-3
AdMarvel Profile 9-4
Company 9-4
Key Offerings and Value Proposition 9-4
Key Customers and Partnerships 9-6
[a.mo.bee] Profile 9-7
Company 9-7
Key Mobile Advertising Offerings and Value Proposition 9-7
Key Customers and Partnerships 9-8
BrightRoll Profile 9-9
Company 9-9
Key Mobile Advertising Offerings and Value Proposition 9-9
Key Customers and Partnerships 9-12
Crisp Media Profile 9-12
Company 9-12
Key Mobile Advertising Offerings and Value Proposition 9-12
Key Customers and Partnerships 9-14
Greystripe Profile 9-14Company 9-14Key Mobile Advertising Offerings and Value Proposition 9-14Key Customers and Partnerships 9-16InMobi Profile 9-18Company 9-18Key Mobile Advertising Offerings and Value Proposition 9-18Key Customers and Partnerships 9-20Jumptap Profile 9-21Company 9-21Key Mobile Advertising Offerings and Value Proposition 9-21Key Customers and Partnerships 9-23Medialets Profile 9-24Company 9-24Key Offerings and Value Proposition 9-24Key Customers and Partnerships 9-26Mojiva Profile 9-28Company 9-28Key Offerings and Value Proposition 9-28Key Customers and Partnerships 9-30Nexage Profile 9-31Company 9-31Key Offerings and Value Proposition 9-31Key Customers and Partnerships 9-33RadiumOne Profile 9-33Company 9-33Key Offerings and Value Proposition 9-33Key Customers and Partnerships 9-34Rhythm NewMedia 9-34Company 9-34Key Mobile Advertising Offerings and Value Proposition 9-35Key Customers and Partnerships 9-36Tremor Video Profile 9-38Company 9-38Key Mobile Advertising Offerings and Value Proposition 9-38Key Customers and Partnerships 9-39Velti Profile 9-39Company 9-39Key Offerings and Value Proposition 9-40Key Customers and Partnerships 9-42YuMe Profile 9-42Company 9-42Key Mobile Advertising Offerings and Value Proposition 9-43YuMe Products: 9-43
List of Figures
C h a p t e r 2Market Trends and Strategic Evaluation and Analysis2-1 Mobile Advertising and Search Market:Contribution by Volume of Mobile Rich Media and Non Rich Media Branding Ads to Total MobileBranding Ads Served (U.S.), 2009-2017 2-42-2 Mobile Advertising and Search Market:Monthly Users and Service Penetration of Mobile Internet (U.S.), 2009-2017 2-92-3 Mobile Advertising and Search Market:Installed Base Forecast for Connected Tablets (U.S.), 2010-2017 2-10C h a p t e r 3Total U.S. Mobile Advertising and Search Market3-1 Mobile Advertising and Search Market:Impact of Top Eight Industry Challenges (U.S.), 2011-2017 3-43-2 Mobile Advertising and Search Market:Market Drivers Ranked in Order of Impact (U.S.), 2011 -2017 3-73-3 Mobile Advertising and Search Market:Revenue Forecast for Mobile Advertising (U.S.), 2009 -2017 3-143-4 Mobile Advertising and Search Market:On-deck and Off-deck Mobile Advertising Revenue Forecast (U.S.), 2009-2017 3-153-5 Mobile Advertising and Search Market:Revenues from Different Channels of Mobile Advertising (U.S.), 2009-2017 3-16#NA11-65 © 2012 Frost & Sullivan www.frost.com xi3-6 Mobile Advertising and Search Market:Percentage Revenue Contribution from Different Channels of Mobile Advertising(U.S.), 2009-2017 3-173-7 Mobile Advertisement and Search Market:Competitive Structure (U.S.), 2010 3-203-8 Mobile Advertisement and Search Market:Estimated Company Market Share by On-deck Advertising Revenues (U.S.), 2010 3-25C h a p t e r 4Messaging-based Mobile Advertising Segment4-1 Mobile Advertising and Search Market:Revenue Forecast for Messaging-based Advertising and Marketing Campaigns(U.S.), 2009-2017 4-64-2 Mobile Advertising and Search Market:Application Provider Opportunity from Monthly Access Fee Collected to MaintainConnections (U.S.), 2009-2017 4-7C h a p t e r 5Mobile Internet-based Display Advertising Segment5-1 Mobile Advertising and Search Market:Revenue Forecast for Mobile Internet-based Display Advertising (U.S.), 2009-2017 5-25-2 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck Mobile Internet-based Display Advertising(U.S.), 2009-2017 5-3C h a p t e r 6Mobile Video Advertising Segment6-1 Mobile Advertising and Search Market:Revenue Forecast for Mobile Video Advertising (U.S.), 2009-2017 6-36-2 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck Mobile Video Advertising (U.S.), 2009-2017 6-4C h a p t e r 7In-application Mobile Advertising Segment7-1 Mobile Advertising and Search Market:Revenue Forecast for In-application Mobile Advertising (U.S.), 2009-2017 7-27-2 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck In-application Mobile Advertising(U.S.), 2009-2017 7-3C h a p t e r 8Mobile Search and Other Performance-based Mobile Advertising Segment8-1 Mobile Advertising and Search Market:Revenue Forecast for Performance-based Mobile Advertising (U.S.), 2009-2017 8-38-2 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck Performance-based Mobile Advertising(U.S.), 2009-2017 8-4
List of Charts
C h a p t e r 1Introduction1.1 Mobile Advertising and Search Market:Market Segmentation (U.S.), 2010 1-21.2 Mobile Advertising and Search Market:Revenue Forecast for Mobile Advertising (U.S.), 2009-2017 1-41.3 Mobile Advertising and Search Market:Contribution from Different Channels of Mobile Advertising (U.S.), 2009-2017 1-4C h a p t e r 2Market Trends and Strategic Evaluation and Analysis2.1 Mobile Advertising and Search Market:Evolution and Roadmap for Mobile Advertising (U.S.), 2005-2017 2-32.2 Mobile Advertising and Search Market:Contribution by Volume of Mobile Rich Media and Non Rich Media Branding Ads toTotal Mobile Branding Ads Served (U.S.), 2009-2017 2-42.3 Mobile Advertising and Search Market:High-level Contribution of Popular Rich Media Technologies to Total Rich Media AdsServed (U.S.), 2009-2017 2-52.4 Mobile Advertising and Search Market:Revenue Contribution of Mobile-enabled and Mobile-specific DSPs and RTBs to MobileInternet and Mobile Applications Advertising Revenues (U.S.), 2009-2017 2-82.5 Mobile Advertising and Search Market:Monthly Users and Service Penetration of Mobile Internet (U.S.), 2009-2017 2-102.6 Mobile Advertising and Search Market:Installed Base Forecast for Connected Tablets (U.S.), 2009-2017 2-11C h a p t e r 3Total U.S. Mobile Advertising and Search Market3.1 Mobile Advertising and Search Market:Market Engineering Measurements (U.S.), 2010 3-133.2 Mobile Advertising and Search Market:Revenue Forecast for Mobile Advertising (U.S.), 2009-2017 3-143.3 Mobile Advertising and Search Market:On-deck and Off-deck Mobile Advertising Revenue Forecast (U.S.), 2009-2017 3-153.4 Mobile Advertising and Search Market:Variation in Contribution of On-deck and Off-deck Mobile Advertising (U.S.), 2009-2017 3-163.5 Mobile Advertising and Search Market:Revenues from Different Channels of Mobile Advertising (U.S.), 2009-2017 3-173.6 Mobile Advertising and Search Market:Percentage Revenue Contribution from Different Channels of Mobile Advertising(U.S.), 2009-2017 3-183.7 Mobile Advertising and Search Market:Low Growth and High Growth Revenue Estimation (U.S.), 2009-2017 3-183.8 Mobile Advertising and Search Market:Estimated Company Market Share by On-deck Advertising Revenues (U.S.), 2010 3-25C h a p t e r 4Messaging-based Mobile Advertising Segment4.1 Mobile Advertising and Search Market:Short Code SMS Value Chain (U.S.), 2011 4-24.2 Mobile Advertising and Search Market:Possible Revenue Share for a Premium Rate Mobile Marketing Campaign (U.S.), 2011 4-44.3 Mobile Advertising and Search Market:Revenue Flow for a Standard Rate Mobile Marketing Campaign (U.S.), 2011 4-54.4 Mobile Advertising and Search Market:Revenue Forecast for Messaging-based Mobile Marketing and Advertising (U.S.), 2009-2017 4-64.5 Mobile Advertising and Search Market:Application Provider Opportunity from Monthly Access Fee Collected to MaintainConnections (U.S.), 2009-2017 4-8C h a p t e r 5Mobile Internet-based Display Advertising Segment5.1 Mobile Advertising and Search Market:Revenue Forecast for Mobile Internet-based Display Advertising (U.S.), 2009-2017 5-35.2 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck Mobile Internet-based Display Advertising(U.S.), 2009-2017 5-45.3 Mobile Advertising and Search Market:Percent Contribution of Off-deck and On-deck Mobile Internet-based Display AdvertisingRevenues (U.S.), 2009-2017 5-4C h a p t e r 6Mobile Video Advertising Segment6.1 Mobile Advertising and Search Market:Mobile Video Advertising Segmentation (U.S.), 2011 6-26.2 Mobile Advertising and Search Market:Revenue Forecast for Mobile Video Advertising (U.S.), 2009-2017 6-36.3 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck Mobile Video Advertising (U.S.), 2009-2017 6-46.4 Mobile Advertising and Search Market:Percent Contribution of Off-deck and On-deck Mobile Video Advertising Revenues(U.S.), 2009-2017 6-5C h a p t e r 7In-application Mobile Advertising Segment7.1 Mobile Advertising and Search Market:Revenue Forecast for In-application Mobile Advertising (U.S.), 2009-2017 7-37.2 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck In-application Mobile Advertising(U.S.), 2009-2017 7-47.3 Mobile Advertising and Search Market:Percent Contribution of Off-deck and On-deck In-application Mobile AdvertisingRevenues (U.S.), 2009-2017 7-4C h a p t e r 8Mobile Search and Other Performance-based Mobile Advertising Segment8.1 Mobile Advertising and Search Market:Revenue Forecast for Performance-based Mobile Advertising (U.S.), 2009-2017 8-38.2 Mobile Advertising and Search Market:Revenue Forecast for Off-deck and On-deck Performance-based Mobile Advertising(U.S.), 2009-2017 8-48.3 Mobile Advertising and Search Market:Percent Contribution of Off-deck and On-deck Performance-based Mobile Advertising(U.S.), 2009-2017 8-5
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