VAS Research Series

Mobile Advertising and Marketing

Mobile Advertising and Marketing is an extensive report analysing the rise of mobile advertising in Europe and North America.

This strategic research report from Berg Insight provides you with 120 pages of unique business intelligence and expert commentary on which to base your business decisions.

This report will allow you to:

Identify tomorrow’s most profitable advertising oppor- tunities in the mobile space. Understand the fundamentals of the ad-based mobile media revenue model. Recognise the key barriers restraining the growth of the mobile advertising market. Comprehend the relative importance of digital channels compared to other advertising media. Learn about the early experiences of mobile marketing campaigns by top global brands. Order now! Please visit our web site to order this Discover future winners among mobile advertising start-ups. report and find more information about our other titles at www.berginsight.com

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Berg Insight’s VAS Research Series What are the key business opportunities for value added services in the mobile industry? Berg Insight’s VAS Research Series is a unique series of analytical industry reports. Each title offers detailed analysis of current hot topics such as digital music, mobile Internet or mobile TV. We put mobile VAS into a greater perspective, offering a realistic approach and accurate forecasts. www.berginsight.com VAS Research Series

approximately 50 percent to more than 620 billion messages in Who will be the winners in the first quarter of 2007. However, only a small fraction of messages the mobile advertising race? consist of commercial messaging. Another emerging marketing channel within mobile handsets is the mobile Internet. Historically Over time marketing and advertisement activities transform as new advertisement has played a critical role in driving the mainstream digital media streams emerge. The first major digital transition took adoption of PC based Internet services. The service areas that are place when advertisement extended from broadcast media such as beginning to take off on the mobile Internet are very similar to the television and cinema, also called first screen, to the PC internet, online world and consist of search, communities and web mail referred to as the second screen. In the last couple of years we services. On the other hand the user experience has thus far been have seen an expanding transition into the third screen represented compromised by an expensive and complex pricing structure and by the mobile handset. As services usage increase on the mobile non user-friendly interfaces making access and navigation difficult. handset so will the opportunities for advertisement experiences. For the past several years, more and more mobile operators all over What distinguishes this new channel from digital predecessors the world have introduced location-based services in their service is the ability to influence consumers at the very moment they are portfolio. The ability to target consumers based on their position ready to take action, thus closing in on the last mile of transaction. will have a significant effect on the way that companies advertise, Global advertisement expenditure in 2006 was approximately € 303 not just in the mobile medium, but it will also impact on their entire billion (US$ 435 billion) and global Internet advertisement expenditure advertising strategies and channels. The technology is already here reached € 18 billion in 2006. The year-on-year growth rate was to enable the offering of such services. reported to be 26 percent in Q1-2007. Online media consumption Berg Insight estimates that mobile channels will account for 0.8 today accounts for 21 percent of overall media consumption, hence percent of the total digital advertising expenditure worldwide in it is not difficult to realize why Internet advertisement is the fastest 2007. By 2012 the share for mobile media is expected to have growing advertisement media. Brands and marketing agencies reached 7.5 percent, while at the same time the digital advertising play a key role in the nascent mobile marketing ecosystem. Their market more than doubles in size. In monetary terms, the value of all decisions on the distribution of advertisement spending ultimately mobile channels combined is forecasted to grow with a compound decide the total monetary value of mobile marketing. annual growth rate of 79.8 percent from € 192 million in 2007 to € The shift of advertisement expenditure into new digital channels 3,606 million by 2012. is a very complex process where traditional thinking clash with new, innovative and unexplored advertisement and marketing territory. The mobile marketing ecosystem is very complex and far from being mature. Since the mobile advertisement channel is still This report answers the following questions: fairly new there are a number of new ventures entering the market space. The supplier side is consolidating with major corporations positioning themselves to take substantial market shares on this What changes in the mobile industry and end-user emerging marketplace. Still there are formidable barriers – primarily behaviour are required before mobile advertising can the lack of popular mobile media channels – that threaten to divert become a multi-billion euro market? marketing expenditure to substitute digital channels. How are Google, Microsoft, Nokia and Yahoo positioning SMS is the most widely used messaging vehicle for mobile themselves to become leading mobile advertising marketing overall. The worldwide SMS traffic increased with networks? Who are the remaining independent mobile advertising providers and aggregators following the recent merger and acquisition spree? How are the traditional players in the advertising industry approaching the mobile channel? What are the initial experiences from mobile marketing campaigns? Which advertising formats will become most successful in the mobile environment? How is the ad-based revenue model going to impact mobile search, location-based services and social networking communities? What long-term effects will the rise of mobile advertising have on the telecom industry? Mobile advertising revenue forecast, € million (Worldwide 2007–2012) Table of Contents

1 Advertising and digital media 3.1.2 MMS 5.2 Location-based advertising 3.1.3 Bulk messaging 5.2.1 Realisation of location-based 1.1 The marketing and 3.1.4 Best practice for push messaging advertisements advertisement industry 3.1.5 Regional differences 5.2.2 Integrity handling and privacy issues for 1.1.1 Global advertisement expenditure 3.2 Pull messaging location-based advertising 1.1.2 Advertisement expenditure by media 3.2.1 Common Short Codes (CSC) 5.3 Location-based advertising and 1.1.3 Top advertisers 3.2.2 Best practice for pull messaging marketing solution providers 1.2 Internet advertisement 3.3 Interaction and deployment of 5.3.1 Blip Systems: Bluetooth proximity 1.2.1 Internet advertisement expenditure mobile messaging campaigns marketing solution 1.2.2 Internet advertisement formats 3.4 Case studies 5.3.2 EarthComber: Mobile 1.2.3 Internet usage trends 3.4.1 Enpocket delivering marketing campaign discovery application 1.3 Mobile marketing and advertisement for Orange France 5.3.3 Mobile Commerce: Location- 1.3.1 Mobile marketing and 3.4.2 Mobiento and H&M succeed with based mobile search advertisement definition fashion campaign in Sweden 5.3.4 OnPosition: Combining geo-coded data 1.3.2 Mobile marketing ecosystem 3.4.3 I-Mobile delivers loyalty programs with location-based advertising 2 Key industry players for US malls 5.3.5 Sprint Nextel: GPShopper service and 3.4.4 Screentonic helps Reebok launch new location-aware Microsoft Live Search 2.1 Marketing industry players foot collection 2.1.1 Omnicom Group 6 Ad-funded mobile services 2.1.2 WPP Group 4 Mobile web advertisement 6.1 Ad-funded mobile TV 2.1.3 Interpublic Group 4.1 Mobile Internet versus PC Internet 6.1.1 Online and mobile TV trends 2.1.4 Publicis Group 4.2 Mobile browsing 6.1.2 Trial by Ericsson and Norway’s 2.1.5 Havas 4.2.1 Mobile search and advertisement public broadcaster NRK 2.1.6 Aegis Group 4.2.2 Web e-mail 6.2 Ad-funded mobile content 2.1.7 aQuantive 4.2.3 Communities and social networking 6.2.1 Miyowa and Bouygues Telecom offers 2.1.8 MDC Partners 4.2.4 News media free games for French customers 2.1.9 Sapient Corporation 4.2.5 Portals 6.2.2 Greystripe ad-supported mobile 2.1.10 Carlson 4.3 Mobile Web 2.0 applications games distribution 2.2 Internet industry players 4.3.1 Mobile widgets 6.2.3 Ad-funded mobile music video 2.2.1 Google 4.3.2 RSS readers downloads launched by Swisscom 2.2.2 Microsoft 4.4 Advertising on the mobile web 6.2.4 Rhythm launches on T-Mobile with ad- 2.2.3 Yahoo 4.4.1 Pricing funded mobile video service 2.3 Mobile marketing aggregators 4.4.2 Subscriber information 6.2.5 Ad-funded LBS service for mobile and platform providers 4.4.3 Deployment types and techniques handsets by LocatioNet Systems 2.3.1 4th Screen Advertising: UK-based 4.5 Case studies 6.3 BLYK – an ad-funded MVNO mobile advertising agency 4.5.1 AdMob serves ads to mobile 2.3.2 Adinfuse: Provider of personalised ads community Peperoni 2.3.3 AdMob: Global mobile 7 Industry analysis 4.5.2 Enpocket delivers mobile marketing ad network provider and conclusions campaign with Hyundai US 2.3.4 Dada Ad: Italy’s leading 7.1 Mobile marketing industry analysis 4.5.3 T-Mobile International partners with mobile ad agency 7.1.1 Buyer-side: Brands and advertising Medio Systems to launch mobile search 2.3.5 Enpocket: Acquired by Nokia agencies increase digital expenditure 4.5.4 Action Engine and MSNBC.com launch 2.3.6 JumpTap: Provider of paid mobile search 7.1.2 Supply-side: Internet and telecom ad supported mobile news service 2.3.7 Mblox: Mobile transaction network industry leaders form mobile ad networks 4.5.5 Vodafone Germany launches 2.3.8 Medio Systems: Mobile advertising 7.1.3 Consumer-side: Continuing lack of MediaSolutions department and search provider interest in mobile media 4.5.6 TeliaSonera introduces new methods 2.3.9 Millennial Media: Delivering ads to 7.1.4 The missing link: Popular mobile for mobile ad delivery in Sweden MySpace Mobile media channels 2.3.10 Netsize: Mobile entertainment 7.2 Potential market value analysis and marketing provider 5 Location-Based Services 7.2.1 Target audience and exposure 2.3.11 Rhythm New Media: Offering turnkey and mobile marketing 7.2.2 CPM levels mobile advertising solutions 5.1 Introduction to mobile location- 7.2.3 Revenue sensitivity analysis 2.3.12 Third Screen Media: Acquired by AOL based services 7.3 Market growth forecast 5.1.1 Definition of mobile location- 7.3.1 Revenue distribution by region 3 Messaging and based services 7.3.2 Revenue distribution by mobile marketing 5.1.2 Categorisation of mobile location- channels and formats based services 7.4 Final conclusions 3.1 Push messaging 5.1.3 The LBS value chain 3.1.1 SMS 5.1.4 Adoption of GPS technology in handsets Glossary About theAuthors must includethebuyer’sVAT RegistrationnumberbelowinordertoavoidtheadditionofVAT. 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— TO RECEIVEYOUR COPY OF‘MobileAdvertising andMarketing’ Forename Date Country She joined Berg Insight in 2006degree and her inareas Business of expertise Administration Hanna Hallberg from Lancaster University. Added Services. Value- Mobile and Services Location-Based covered Masters a with degree in analyst Electrical Engineering. His past research has experienced an and Insight Fagerberg Johan FAX Signature is a telecom analyst with a Bachelors • s onig ate o Berg of partner founding is Phone +46 31 711 30 91 Position Expiry date(MM/YY) Email Your VAT/TVA/IVA/BTW/MWST number Related products

Mobile Maps and Navigation Mobile Internet 2.0 Smartphone Operating Systems Digital Music and Mobile Handsets / • Fax +46 31 711 30 96 Country valuable source of intelligence for our customcustomers. research assignments. perform also we time to Our time areas. From focus ourvision in is to be the most key facts and strategic insights telecomabout industry. producepivotal We concise reports providing developments Berg Insight Digital Music and Mobile Advertising in particular.

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