Opportunities in Mobile Marketing & Advertising 2008-2009 : Simba Information

Opportunities in Mobile Marketing & Advertising 2008-2009

Nov 25, 2008
68 Pages - Pub ID: CURP1927780

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Table of Contents

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Table of Contents
Methodology
Executive Summary
Chapter 1: Overview of the Mobile Marketing Business: Introduction; Mobile Advertising; Enabling a Critical Mass; Potential Market Size; Background of Mobile Marketing Services; Audience Demographics; Where Ads Are Going Now; Table 1.1: U.S. Mobile Phone Market Share; Table 1.2: Interest in Mobile Marketing Among U.S. Mobile Phone Users; Table 1.3: U.S. Online Video Advertising Viewers; Table 1.4: Global Mobile Advertising Spending by Format; Table 1.5: Interest Among U.S. Teen Mobile Phone Users in Receiving Mobile; Table 1.6: Top Mobile Web Destinations by Ad Impressions Served
Chapter 2: U.S. Industry Structure: Introduction; Wireless Carriers; Content Creators and Aggregators; On-Deck vs. Off-Deck Content; Handset Equipment Suppliers; Ad Networks; The Role of Mobile Advertising; Outlook for Mobile Industry Structure; Table 2.1: Mobile Ad Networks and Their Benefits; Table 2.2: Mobile Advertising’s Effect on Consumers’ View of Brands
Chapter 3: Technology and Implementation: Introduction; Transmission Technologies; Click-Through Rates; Future Technologies
Chapter 4: Growth of Products and Services: Mobile Marketing for Diverse Products: Growth; Search and Location-Based Services; Geographic Positioning System (GPS) and Mobile Commerce; Table 4.1: SMS Advertising Audience and Response Rates, Select European Nations; Table 4.2: Global Location-Based Service Users, 2008-2012P
Chapter 5: Usage Patterns, Measurement & Analytics: Usage Patterns; Measurement and Analytics; Table 5.1: Mobile Content Usage; Table 5.2: Reliance on Mobile Devices, 2002-2007; Table 5.3: Mobile Data and Communications Activities; Table 5.4: Mobile Web Usage by Age; Table 5.5: Use of Mobile Data Services; Table 5.6: Mobile Analytics Vendors; Table 5.7: Mobile Ad Recall by Age Segment, Q2 2008
Chapter 6: Social Media and User-Generated Content: Introduction; Social Networks; Bringing Ads to Mobile UGC; Table 6.1: Comparative Estimates, Mobile UGC Revenue
Chapter 7: Policy Considerations: Introduction; Impact of FTC and Other Regulatory Restrictions; Spectrum Usage; Privacy and Security; Future Developments; Industry Response and Best Practices
Chapter 8: Case Histories of Mobile Marketing: Introduction; Obama for President 2008: “Celling of the President”; Nokia: A Manufacturer Supports Services; Kinetic Mobile: A Focused Ad Agency; Hyundai Motor America: Integrating Mobile Into Launch Campaign; Table 8.1: Estimated Cost of Obama Text Messaging Campaigns
Chapter 9: More Examples of Mobile Marketing Projects and Experiments
Chapter 10: Conclusions