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