Mobile Advertising: Along The Value Chain & Around The World

Analysis of the mobile ad value chain, key players and profiles of the market

About this Market

Mobile advertising involves delivering advertisements to connected personal devices, most notably featurephones, smartphones and tablets. Mobile advertisements are mostly placed on mobile websites, mobile-optimised websites and within mobile applications. 

Mobile advertising is firmly established on a strong, sustainable growth path and it will be many years before the market shows signs of saturation. We forecast that worldwide expenditure on mobile advertising in 2017 will be around USD 33.8 billion.

Report Content

This very detailed report offers a worldwide analysis and includes 25 company profiles, 15 country profiles, in-depth market analysis and 5-year market forecasts. In addition to the 25 companies that are profiled in detail, the report copy also references 280 additional international companies that span the entire mobile advertising value chain.

The report also includes separate analyses of Google and Facebook's position in the mobile advertising market, including 5-year forecasts for the value of their respective mobile advertising revenues.

In this report you will also find comparisons and analysis on the size and growth of the mobile advertising market, within the content of other key advertising markets, including online advertising.

 

Executive Summary

Introduction

Definition: What is Mobile Advertising?

Mobile Advertising Use Cases

Mobile Advertising Value Chain

Market Size and Growth Outlook

Key Players in Mobile Advertising: 25 Company Profiles

Mobile Advertising Around the Globe: Country Profiles

Market Analysis

Disparity between Mobile Advertising and Online Advertising

Market Concentration

Google

Facebook

Market Forecasts

Appendix

 

This report includes detailed profiles on the following companies:

  • Apple (iAd)
  • BuxxCity
  • CellTick
  • Celtra
  • D2C
  • Facebook (Mobile Advertising)
  • Google (Mobile Advertising)
  • GreyStripe
  • Grupo Mobi
  • Hungama Mobile
  • InMobi
  • Joule
  • JumpTap
  • MadHouse
  • Madvertise
  • McDonalds (Mobile Advertising)
  • Microsoft (Mobile Advertising)
  • Millennial Media
  • New York Times (Mobile Advertising)
  • Plus1 WapStart
  • Sponge Group
  • Telefonica
  • Unilever (Mobile Advertising)
  • Velti
  • xAd

In addition, a further 280 companies are mentioned and referenced  throughout the numerous company & country profiles and extensive analysis contained in this report:

ad2c Fox Sports Ogilvy & Mather Russia
Herbert Burda G&J EMS Oi
OWW Capital Partners GameHouse OMD
Plus7 Gap Omnicom
SoftBank Capital Gazprom Orange
Televisa Gigafone OTM Investments
24MAS Globo Out There Media
2ergo Gol Airlines PaddyPower,
4Play GoldSpot Media Palisades Ventures
4th Screen GrandBanks Capital Pandora
5th Finger Grapevine Pao de Acucar
About.com Grapple Paramount Pictures
Accuweather GREE Advertising Pepsi
Ace Hardware Grupo W Petrobras
Ad Dynamo Gucci, Zynga Peugeot
AdChina Guohe Ad Pharos Mobile
AdFalcon Habari Media PhoneValley
Adidas Hakuhodo Pinterest
ADinAction Hands Plus 7
AdMob Hellmann’s Point Nine Capital
AdModa HENQ Invest Procter&Gamble
AdPlus Hi-Media Publicis
AdStars Honda QQ
AdVine HP Radox
AdWo HUNT Mobile Ads Ragu
Adyuz IAB (UK) Ralph Lauren
Affle Idea Cellular Razorfish
AG Indiagames Realmedia
Air France-KLM ING Bank Record
AKQA InMobi Red Loop Media
AlmapBBDO Inspirato RedeMobi
Amazon International Herald Tribune RedMas
AmBev Interpublic RedTxt
American Express IP Deutschland Reliance Communications
Amobee fcom Jack Daniels Renault
AMX Claro Javna Ringmate
Anatel JC Penney RingRing Media
Aorta KDDI RSG Capital
Appssavvy Kirin and Suntory RW Lynch
ARCEP Kompas.com Sadia
ASDA L’Oreal SapientNitro
Auntie Anne’s La Redoute Saudi Telecom Company (STC)
Axe Leadbolt Sense Networks
Axel Springer LG SFR
Bacardi LG Electronics Silicon Valley Bank
Banco do Brasil Lightning Technology Simple
Barclays Lipton Sina
BD Network Look At Me Sky
Beeline Louis Vuitton Smaato
Bharti Airtel Mazda Sofialys
Blumberg Capital McDonald’s SoftBank Mobile
Boston.com Megafon Sohu
Bougyues Merah Cipta Media Specsavers
Bradesco Seguros MercadoLivre Spiegel
BrandMobile Metaflow SpotOn to Ringa
Budweiser MetroTVNews.com Sprout
Burger King Millennial Media Starbucks
BuzzCity Mindshare StartMeApp
Campbells Mini StrikeAd Fusion
Carphone Warehouse MLB Target
CASEE MMTG Labs Tchibo Mobilfunk
Chanel MNet Group Tesco Mobile
China Mobile Mo, Affle Holdings PTE Ltd The Boston Globe
China Telecom Mobclix The Hyperfactory
China Unicom MobFox The New York Times
Claro Mobilik TigerSpike
ClicRBS Mobilike TiklaKazan
Clique Medi Mobily TIM
Clique Media MobPartner Time Warner
Coca Cola Mojiva Trigger Isobar
COFETEL Molson Coors Twitter
Continental Moneycontrol Universal Pictures
Cricinfo Movistar Universal Studios
D2 Communications MTS US Media Consulting
Dentsu Inc. MyScreen ValueClick
Detik Naranya Velti
Devino Telecom Naranya Entertainmen Vibram
Disney Naranya Entertainment Victoria’s Secret
Domestos Naspers Virgin Atlantic
DoubleClick Native Virgin Media
Dove NatWest Vivo
DY Media Partners Neue Digitale Razorfish Vodafone
Dyson Nexage Volkswagen
EA Games Next Media Group We Love Mobile
Early Bird Venture Capital Nike Weibo
Emergence Capital Partners Nissan Weve
Evans Cycles Nokia William Hill
Everything Everywhere Noquosh Mobile Media Grou Wisereach
Evian Noquosh Mobile Media Group WPP
Fairhaven Capital Partners NTT Advertising Inc Yahoo
Far EasTone Telecommunications NTT DoCo Yapp
Fetch, NYTimes.com YOC Group
Flurry O2 Zain Saudi Arabia
Foot Locker Ocito  

 

This report contains 15 country-level profiles detailing the mobile advertising markets in the following  major countries: 

  • United States
  • Germany
  • France
  • United Kingdom
  • Russia
  • China
  • Japan
  • Indonesia
  • India
  • Australia
  • Brazil
  • Mexico
  • Turkey
  • Saudi Arabia
  • South Africa

You will find the following market forecasts in this report. Note that each forecast is presented as a table containing numeric data along with a companion chart. 

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Mobile Advertising Expenditure: Worldwide from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure (Regional Market Share) for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2011 to 2017 (Percent)

 

Mobile Advertising Expenditure for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Annual Growth for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2011 to 2017 (Percent)            

 

Average Expenditure on Mobile Advertising per Unique Mobile User for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2011 to 2017 (USD)           254

 

Average Expenditure on Mobile Advertising per Unique Smartphone User for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2012 to 2017 (USD)

 

Advertising Expenditure per Unique User: Online vs. Mobile for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2012 to 2017 (USD per user per year)  

You will find the following market forecasts in this report. Note that each of the following market forecasts are presented as a table containing numeric data and a companion chart. 

 

Mobile Advertising Expenditure: United States from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Canada from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Germany from 2011 to 2017 (USD, Millions) 

 

Mobile Advertising Expenditure: France from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: United Kingdom from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Russia from 2011 to 2017 (USD, Millions)

 

 Mobile Advertising Expenditure: Poland from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: China from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Japan from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: India from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Australia from 2011 to 2017 (USD, Millions) 

 

Mobile Advertising Expenditure: Brazil from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Mexico from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Argentina from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Turkey  from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: Saudi Arabia from 2011 to 2017 (USD, Millions)

 

Mobile Advertising Expenditure: South Africa from 2011 to 2017 (USD, Millions)

The Figures and Tables contained in this report are as follows:

 

Table 1: Worldwide Advertising Expenditure – Major Ad Media from 2012 to 2017 (USD, Billions)

 

Table 2: Advertising Expenditure per Unique User: Online vs. Mobile from 2012 to 2017 (USD per Unique User per Year)

 

Table 3: Google Revenue Projection between 2013 to 2017 – Online Advertising Revenues, Mobile Advertising Revenues and Other Revenues (USD, Millions)

 

Table 4: Worldwide Advertising Expenditure – Major Ad Media from 2012 to 2017 (USD, Billions)

 

Table 5: Apple Revenues and Net Income from 2007 to 2012 (USD, Billions)

 

Table 6: Apple Revenue Breakdown from 2007 to 2012 (USD, Billions)

 

Table 7: BuzzCity Advertising Statistics

 

Table 8: Celtra AdCreator Platform Development

 

Table 9: NTT DOCOMO – Growth in subscriber Base from December 1979 to March 2012

 

Table 10: Facebook Revenue and Net Income 2009 to 2012

 

Table 11: Comparison in Revenue Growth Rates for Facebook, Apple and Google (USD, Millions – Normalised)

 

Table 12: Google Worldwide Revenues and Net Income from 2002 to 2012 (USD, Billions)

 

Table 13: Google Revenue Projection between 2013 to 2017 – Online Advertising Revenues, Mobile Advertising Revenues and Other Revenues (USD, Millions)

 

Table 14: Grupo Mobi Revenue Growth

 

Table 15: InMobi Ad Impression Growth

 

Table 16: JumpTap Advertising Statistics

 

Table 17: Madhouse Advertising Network Statistics

 

Table 18: McDonald’s Revenues and Net Profit

 

Table 19: Microsoft Group Revenue & Net income 2008 to 2012

 

Table 20: Microsoft OSD Revenue & Operating Loss

 

Table 21: Millennial Media Revenue & Loss 2009 to 2011

 

Table 22: Millennial Media Advertising Statistics

 

Table 23: New York Times Company Revenue & Net Income

 

Table 24: News Media Group Advertising Revenue

 

Table 25: Telefonica Group Revenue and Income

 

Table 26: Unilever Turnover and Net Profit

 

Table 27: Advertising Expenditure per Unique User: Online vs. Mobile from 2012 to 2017 (USD per Unique User per Year)

 

Table 28: Google Revenue Projection between 2013 to 2017 – Online Advertising Revenues, Mobile Advertising Revenues and Other Revenues (USD, Millions)

 

Table 29: Comparison in Revenue Growth Rates for Facebook, Apple and Google (USD, Millions – Normalised)       240

 

Table 30: Mobile Advertising Expenditure: Worldwide from 2011 to 2017 (USD, Millions)

 

Table 31: Mobile Advertising Expenditure for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2011 to 2017 (USD, Millions)

 

Table 32: Mobile Advertising Expenditure (Regional Market Share) for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2011 to 2017 (Percent)

 

Table 33: Mobile Advertising Expenditure for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2011 to 2017 (USD, Millions)

 

Table 34: Mobile Advertising Expenditure: Annual Growth for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2011 to 2017 (Percent)            

 

Table 35: Average Expenditure on Mobile Advertising per Unique Mobile User for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2011 to 2017 (USD)           254

 

Table 36: Average Expenditure on Mobile Advertising per Unique Smartphone User for United States, Canada, Germany, France, United Kingdom, Russia, Poland, China, Japan, India, Australia, Brazil, Mexico, Argentina, Turkey, Saudi Arabia and South Africa from 2012 to 2017 (USD)

 

Table 37: Advertising Expenditure per Unique User: Online vs. Mobile for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2012 to 2017 (USD per user per year)  

 

Table 38: Mobile Advertising Expenditure: United States from 2011 to 2017 (USD, Millions)

 

Table 39: Mobile Advertising Expenditure: Canada from 2011 to 2017 (USD, Millions)

 

Table 40: Mobile Advertising Expenditure: Germany from 2011 to 2017 (USD, Millions) 

 

Table 41: Mobile Advertising Expenditure: France from 2011 to 2017 (USD, Millions)

 

Table 42: Mobile Advertising Expenditure: United Kingdom from 2011 to 2017 (USD, Millions)

 

Table 43: Mobile Advertising Expenditure: Russia from 2011 to 2017 (USD, Millions)

 

Table 44: Mobile Advertising Expenditure: Poland from 2011 to 2017 (USD, Millions)

 

Table 45: Mobile Advertising Expenditure: China from 2011 to 2017 (USD, Millions)

 

Table 46: Mobile Advertising Expenditure: Japan from 2011 to 2017 (USD, Millions)

 

Table 47: Mobile Advertising Expenditure: India from 2011 to 2017 (USD, Millions)

 

Table 48: Mobile Advertising Expenditure: Australia from 2011 to 2017 (USD, Millions) 

 

Table 49: Mobile Advertising Expenditure: Brazil from 2011 to 2017 (USD, Millions)

 

Table 50: Mobile Advertising Expenditure: Mexico from 2011 to 2017 (USD, Millions)

 

Table 51: Mobile Advertising Expenditure: Argentina from 2011 to 2017 (USD, Millions)

 

Table 52: Mobile Advertising Expenditure: Turkey  from 2011 to 2017 (USD, Millions)

 

Table 53: Mobile Advertising Expenditure: Saudi Arabia from 2011 to 2017 (USD, Millions)

 

Table 54: Mobile Advertising Expenditure: South Africa from 2011 to 2017 (USD, Millions)

 

Figures contained in this report:

Figure 1: Comparison in Revenue Growth Rates for Facebook, Apple and Google (USD, Millions – Normalised)

Figure 2: Average Expenditure on Mobile Advertising per Unique Mobile User from 2001 to 2017 for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean, Middle East & Africa and Average Worldwide (USD per user per year)       

Figure 3: Mobile Advertising Value Chain

Figure 4: Apple’s Disney Tron (top), Campbell’s Soup and Intel Escape (bottom) mobile ad campaigns

Figure 5: BuzzCity’s advertising network and two of the company’s mobile websites

Figure 6: Examples of Celltick’s LiveScreen content

Figure 7: Screenshot of Celtra’s AdCreator 3 platform (top) and the Snow White and the Huntsman mobile ad

Figure 8: Screenshot of D2C’s and Dentsu’s iButterfly gaming app

Figure 9: Screenshots of Facebook’s Mobile Sponsored Story ads, a News Feed ad unit for mobile app developers (a non-social Sponsored News Feed Ad), a Sponsored Story mobile ad for the film, Titanic, and for Starbucks.

Figure 10: Comparison in Revenue Growth Rates for Facebook, Apple and Google (USD, Millions – Normalised)

Figure 11: Example of Google’s Comcast (top) and Starwood Hotels (bottom) search ad campaigns

Figure 12: Screenshots of selected Greystripe Ad Booster options

Figure 13: Screenshot of the FingerTips UFC Budweiser app (top) and the Bacardi banner ad (bottom)

Figure 14: Hungama’s Consumer Website(top) and promotion of the MOBISur campaign              

Figure 15: InMobi’s interactive Lancome advert (top) and the Close Up competition campaign (bottom)

Figure 16: Example of the iPhone advertisement promoting Paramount Picture’s Hugo film           

Figure 17: Examples of the JumpTap full-page rich media ad formats for Vibram (top) and CNN (below)   

Figure 18: Screenshots of Madhouse’s Pepsi, Budweiser and Samsung Bada mobile ad campaigns (left to right)

Figure 19: Screenshots of more MADS adverts – for the Ford Fiesta (left) and Adidas football boot (right)

Figure 20: Examples of the Madvertise mobile ad campaign for EA Games (top) and the Continental free iOS racing game app promoted by Madvertise (bottom)

Figure 21: Screenshots of McDonald’s iPad Fruit Smoothie iAd (top three images), the “How wholesome is your breakfast?” advergame (middle two images), the Pandora McCafe ad banner (bottom left) and the smartphone app (bottom right)

Figure 22: Microsoft’s Ace (top) and RW Lynch (bottom) mobile ad campaigns

Figure 23: Millennial Media’s Auntie Anne’s & Coca-Cola ad (left) and the Valentine’s Day Pandora campaign (right)

Figure 24: Examples of banner ads featured in the New York Times iPhone mobile app; and the Inspirato ad featured on the New York Times mobile website

Figure 25: Plus1 WapStart’s Coca Cola iPhone app ad

Figure 26: Examples of Sponge Group’s mobile site development for Evans Cycles (top) and Dyson (bottom)

Figure 27: Screenshots of Telefonica’s NatWest (top) and Mazda (bottom) mobile ad campaigns

Figure 28: Screenshots of Unilever’s Family Dish (1), Dove Men+Care (2), Nexxus (3) and Magnum (4) mobile ad campaigns

Figure 29: Screenshots of the Velti Campaign Planning and Media Planning mGage tools and the Facepad ad-supported app

Figure 30: Examples of xAd’s local mobile ads

Figure 31: Average Expenditure on Mobile Advertising per Unique Mobile User from 2001 to 2017 for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean, Middle East & Africa and Average Worldwide (USD per user per year)       

Figure 32: Advertising Expenditure per Unique User Online vs. Mobile from 2012 to 2017 (Worldwide, USD per unique user per year)  

Figure 33: Coca-Cola "Buy the world a Coke" campaign

Figure 34: Features of Mobile ad for Nokia Lumia 800

Figure 35: Banner ad for Kinnie in Germany

Figure 36: Gameloft's "takeover" ads on YouTube Mobile

Figure 37: Visa's "Cheers" Olympic campaign

Figure 38: Parking Douche mobile ad campaign

Figure 39: Starbucks Let's Merry mobile campaign in China

Figure 40: Mini Coupe Ad Campaign

Figure 41: Promotion of the DNC service (top) and consumer response to the initial limit of 100 SMSes per day per SIM (bottom).

Figure 42: MiZone mobile ad screenshots

Figure 43 Bradesco Seguros Car Insurance Ad

Figure 44: VW Crafter Van Campaign using QR code

Figure 45: Turkcell's TiklaKazan Example Ads

Figure 46: Mobilera's Campaign for Istanbul Shopping Fest 2011

Figure 47: Please Call Me example uses

Figure 48: "Be The Coach" campaign for Carling Black Label

Figure 49: Worldwide Mobile Advertising Revenues - Facebook & Google Market Share from 2011 to 2017 (USD, Billions)

Figure 50: Worldwide Mobile Advertising Revenues - Facebook & Google Market Share from 2011 to 2017 (Percent)

Figure 51: Comparison in Revenue Growth Rates for Facebook, Apple and Google (USD, Millions – Normalised)

Figure 52: Mobile Advertising Expenditure: Worldwide from 2011 to 2017 (USD, Millions)

Figure 53: Mobile Advertising Expenditure for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2011 to 2017 (USD, Millions)

Figure 54: Mobile Advertising Expenditure (Regional Market Share) for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2011 to 2017 (Percent)

Figure 55: Worldwide Mobile Advertising Revenues - Facebook & Google Market Share from 2011 to 2017 (USD, Billions)

Figure 56: Worldwide Mobile Advertising Revenues - Facebook & Google Market Share from 2011 to 2017 (Percent)

Figure 57: Average Expenditure on Mobile Advertising per Unique Smartphone User for North America, Western Europe, Central, Eastern & Southern Europe, Asia Pacific, Latin America & Caribbean and the Middle East & Africa from 2011 to 2017 (USD)

Figure 58: Advertising Expenditure per Unique User: Online vs. Mobile (Worldwide) from 2012 to 2017 (USD per user per year)

Figure 59: Mobile Advertising Expenditure: United States from 2011 to 2017 (USD, Millions)

Figure 60: Mobile Advertising Expenditure: Canada from 2011 to 2017 (USD, Millions)

Figure 61: Mobile Advertising Expenditure: Germany from 2011 to 2017 (USD, Millions)

Figure 62: Mobile Advertising Expenditure: France from 2011 to 2017 (USD, Millions)

Figure 63: Mobile Advertising Expenditure: United Kingdom from 2011 to 2017 (USD, Millions)

Figure 64: Mobile Advertising Expenditure: Russia from 2011 to 2017 (USD, Millions)

Figure 65: Mobile Advertising Expenditure: Poland from 2011 to 2017 (USD, Millions)

Figure 66: Mobile Advertising Expenditure: China from 2011 to 2017 (USD, Millions)

Figure 67: Mobile Advertising Expenditure: Japan from 2011 to 2017 (USD, Millions)

Figure 68: Mobile Advertising Expenditure: India from 2011 to 2017 (USD, Millions)

Figure 69: Mobile Advertising Expenditure: Australia from 2011 to 2017 (USD, Millions)

Figure 70: Mobile Advertising Expenditure: Brazil from 2011 to 2017 (USD, Millions)

Figure 71: Mobile Advertising Expenditure: Mexico from 2011 to 2017 (USD, Millions)

Figure 72: Mobile Advertising Expenditure: Argentina from 2011 to 2017 (USD, Millions)

Figure 73: Mobile Advertising Expenditure: Turkey from 2011 to 2017 (USD, Millions)

Figure 74: Mobile Advertising Expenditure: Saudi Arabia from 2011 to 2017 (USD, Millions)

Figure 75: Mobile Advertising Expenditure: South Africa from 2011 to 2017 (USD, Millions)

 

 

Executive Summary10

What is mobile advertising?10

Market size and growth outlook10

Mobile advertising in context11

Market structure12

Google13

Facebook14

Mobile advertising around the globe15

Introduction19

Definition: What is Mobile Advertising?19

What’s included19

What’s excluded20

Mobile Advertising Use Cases21

Feature Phones21

Smartphones21

Use Case 1: In-game third-party ad (ad-supported game)21

Use Case 2: Audio ad served while waiting for call to be answered21

Use Case 3: Send text message to mobile short code22

Use Case 4: Idle screen ad22

Use Case 5: In-game ad (branded campaign)22

Tablets: Search Ads22

Media Devices: Ad for game app served inside a music app23

eReaders: Sponsored tweets24

Handheld Gaming Devices: Banner ad on mobile site25

Mobile Advertising Value Chain26

Advertisers26

Mobile Media Agencies and Buyers26

Real Time Mobile Ad Inventory Marketplaces27

Mobile Ad Networks27

Mobile Advertising Publishers & Developers28

Mobile Networks and Devices29

Growth Outlook32

Key Actors in Mobile Advertising: Company Profiles34

Summary34

Market Concentration34

Google34

Market Development35

Facebook36

Apple (iAd)37

Outline37

Company Background37

Revenue and Net Income38

Advertising39

Key Mobile Advertising Service Features40

iAd User Profile40

iAd Features40

iAd Targeting Options40

iAd Developer Programme41

Key Advertising Campaigns41

Campbells41

TRON41

Business Model43

Service Growth43

Analysis44

BuzzCity45

Outline45

Company Information45

Key Service Features46

Business Model47

Service Growth48

Celltick49

Outline49

Company Information49

Key Service Features49

Key Advertising Campaigns50

Business Model50

Service Growth50

Celtra51

Outline51

Company Information51

Key Service Features53

Key Advertising Campaigns53

Business Model54

Service Growth54

Analysis55

D2C56

Outline56

Company Information56

Key Service Features57

Key Advertising Campaigns57

Business Model57

Service Growth58

Analysis58

Facebook60

Outline60

Company Information60

Revenue61

Advertising63

Main website (non-mobile) advertising development63

Mobile Advertising Developments63

Key Advertising Campaigns64

Business Model66

Analysis67

Google71

Outline71

Company Information71

Revenue71

Dominance of the Online Advertising Market72

Mobile Advertising73

Key Mobile Advertising Service Features73

Google AdSense73

AdSense for Mobile (AFM)74

Key Advertising Campaigns75

Case Study 175

Case Study 275

Business Model76

Service Growth77

Analysis77

Greystripe79

Outline79

Company Information79

Key Service Features79

Key Advertising Campaigns81

Business Model81

Service Growth81

Grupo Mobi82

Outline82

Company Information82

Acquisitions83

Revenues83

Key Service Features84

Hands84

Aorta84

FingerTips84

Key Advertising Campaigns85

Business Model86

Service Growth87

Hungama Mobile88

Outline88

Company Information88

Key Service Features89

Key Advertising Campaigns90

Business Model and Service Growth90

InMobi92

Outline92

Company Information92

Key Service Features93

Key Advertising Campaigns93

Business Model94

Service Growth95

Analysis95

Joule96

Outline96

Company Information96

Key Mobile Advertising Service Features96

Key Advertising Campaigns96

Business Model97

Service Growth97

JumpTap98

Outline98

Company Information98

Key Service Features98

Key Mobile Advertising Campaigns100

Business Model101

Service Growth101

Analysis101

Madhouse102

Outline102

Company Information102

Key Service Features103

Key Advertising Campaigns103

Business Model104

Service Growth104

MADS106

Outline106

Company Information106

Key Service Features106

Key Advertising Campaigns107

Business Model107

Service Growth108

Analysis108

Madvertise110

Outline110

Company Information110

Key Service Features110

Key Advertising Campaigns111

Business Model113

Service Growth113

Analysis113

McDonalds115

Outline115

Company Information115

Advertising116

Key Mobile Advertising Campaigns117

Microsoft120

Outline120

Company Information120

Revenue121

Key Service Features121

Key Advertising Campaigns122

Case Study 1122

Case Study 2122

Business Model124

Service Growth124

Analysis125

Millennial Media126

Outline126

Company Information126

IPO126

Revenue127

Key Service Features127

Key Advertising Campaigns128

Business Model129

Service Growth130

New York Times131

Outline131

Company Information131

Digital132

Advertising132

Key Advertising Campaigns133

Business Model135

Service Growth135

Analysis135

Plus1 WapStart137

Outline137

Company Information137

Key Service Features138

Key Advertising Campaigns138

Business Model138

Service Growth139

Analysis139

Sponge Group140

Outline140

Company Information140

Key Service Features140

Key Advertising Campaigns140

Business Model140

Telefonica142

Outline142

Company Information142

Advertising142

Revenues143

Key Service Features144

Key Advertising Campaigns144

Business Model144

Service Growth145

Unilever146

Outline146

Company Information146

Advertising147

Key Mobile Advertising Campaigns147

Velti150

Outline150

Company Information150

Key Service Features151

Key Advertising Campaigns151

Business Model152

Service Growth153

xAd154

Outline154

Company Information154

Key Service Features154

Key Advertising Campaigns155

Business Model155

Service Growth156

Analysis156

Mobile Advertising Around the Globe: Country Profiles158

Summary158

Strong Regional Differences158

Japan159

Comparison with Online Advertising159

United States162

Market Snapshot162

Market Background162

Key Players163

Example Mobile Advertising Campaign: Gift a Coca Cola164

Market Data165

Germany166

Market Snapshot166

Market Background166

Key Players167

Examples of Mobile Advertising Campaigns168

Nokia’s Mystery Ad168

Kinnie 2011169

Market Data169

France171

Market Snapshot171

Market Background171

Key Players172

Example Campaign: Gameloft’s Ad Campaign on YouTube for Mobile173

Market Data174

United Kingdom175

Market Snapshot175

Market Background175

Key Players176

Examples of Mobile Advertising Campaigns177

Everything Everywhere, O2 and Vodafone to launch joint mobile ad network: ‘Weve’177

Olympics 2012177

Market Data178

Russia179

Market Background179

Market Background179

Key Players180

Example Mobile Advertising Campaign: Parking Douche181

Market Data182

China184

Market Snapshot184

Market Background184

Key Players186

Example of Mobile Advertising Campaign: Guohe Ad’s Starbucks Christmas Campaign187

Market Data188

Japan190

Market Snapshot190

Market Background190

Key Players191

Example of Mobile Advertising Campaign: MINI Coupe - The Hunting Mission Advert192

Market Data193

Indonesia194

Market Snapshot194

Market Background194

Key Players195

Cancellation of Mobile Value Added Services196

Market Data196

India197

Market Snapshot197

Market Background197

Key Players198

Regulation of SMS Market199

Market Data200

Australia202

Market Snapshot202

Market Background202

Key Players203

Example Mobile Advertising Campaign203

Market Data204

Brazil206

Market Snapshot206

Market Background206

Key Players207

Example of Mobile Advertising Campaign: Bradesco Seguros Fake Ad208

Market Data208

Mexico211

Market Snapshot211

Market Background211

Key Players212

Examples of Mobile Advertising Campaign: VW Orange Crate QR Load Campaign213

Market Data214

Turkey215

Market Snapshot215

Market Background215

Key Players217

Turkcell TiklaKazan217

Example Mobile Advertising Campaign: Mobilera’s Istanbul Shopping Fest campaign219

Market Data220

Saudi Arabia221

Market Snapshot221

Market Background221

Key Players222

Market Data223

South Africa224

Market Snapshot224

Market Background224

Key Players226

Please Call Me226

”Be the Coach”227

Market Data228

Market Analysis229

Disparity between Mobile Advertising and Online Advertising229

Market Concentration231

Google233

Facebook234

Market Forecasts238

Mobile Advertising Expenditure: Worldwide238

Mobile Advertising Expenditure: Regional239

Mobile Advertising Expenditure: Regional Market Share240

Mobile Advertising Expenditure: Top Countries242

Mobile Advertising Expenditure: Annual Growth for Top Countries246

Average Expenditure on Mobile Advertising per Unique Mobile User249

Mobile Advertising Expenditure: Facebook and Google Market Share251

Average Expenditure on Mobile Advertising per Unique Smartphone User254

Advertising Expenditure per Unique User: Online vs. Mobile257

Mobile Advertising Expenditure by Country259

United States259

Canada260

Germany261

France262

United Kingdom263

Russia264

Poland265

China266

Japan267

India268

Australia269

Brazil270

Mexico271

Argentina272

Turkey273

Saudi Arabia274

South Africa275

Appendix276

Regions & Countries276

Market Forecasts277

About the Authors278

Andrew Sheehy278

Sara Foster278

Dr Dave Taylor278

Report Highlights




  • 280 pages, 129 tables and figures
  • Profiles of 25 leading companies
  • 15 separate country-level analyses
  • Extensive 5-year market forecasts
  • In-depth market analysis
  • Special focus on Google and Facebook

Ordering Information

Title: Mobile Advertising: Along The Value Chain & Around The World
Pages: 280
Updated: 22 Mar 2013
License: Single User
Format: PDF
Delivery: Email and Online.
Price: £395
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