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Table of Contents

List of Figures

Summary

Executive summary

1 Advertising and digital media
 1.1 The marketing and advertisement industry
  1.1.1 Global advertisement expenditure
  1.1.2 Advertisement expenditure by media
  1.1.3 Top advertisers
 1.2 Internet advertisement
  1.2.1 Internet advertisement expenditure
  1.2.2 Internet advertisement formats
  1.2.3 Internet usage trends
 1.3 Mobile marketing and advertising
  1.3.1 Definitions
  1.3.2 Mobile marketing ecosystem

2 Key industry players
 2.1 Marketing industry players
  2.1.1 Omnicom Group
  2.1.2 WPP Group
  2.1.3 Interpublic Group
  2.1.4 Publicis Group
  2.1.5 Havas
  2.1.6 Aegis Group
  2.1.7 aQuantive
  2.1.8 MDC Partners
  2.1.9 Sapient Corporation
  2.1.10 Carlson
 2.2 Internet industry players
  2.2.1 Google
  2.2.2 Microsoft
  2.2.3 Yahoo
 2.3 Mobile marketing aggregators and platform providers
  2.3.1 4th Screen Advertising: UK-based mobile advertising agency
  2.3.2 Adinfuse: Provider of personalised ads
  2.3.3 AdMob: Global mobile ad network provider
  2.3.4 Dada Ad: Italy’s leading mobile ad agency
  2.3.5 Enpocket: Acquired by Nokia
  2.3.6 JumpTap: Provider of paid mobile search
  2.3.7 Mblox: Mobile transaction network
  2.3.8 Medio Systems: Mobile advertising and search provider
  2.3.9 Millennial Media: Delivering ads to MySpace Mobile
  2.3.10 Netsize: Mobile entertainment and marketing provider
  2.3.11 Rhythm New Media: Offering turnkey mobile advertising solutions
  2.3.12 Third Screen Media: Acquired by AOL

3 Messaging and mobile marketing
 3.1 Push messaging
  3.1.1 SMS
  3.1.2 MMS
  3.1.3 Bulk messaging
  3.1.4 Best practice for push messaging
  3.1.5 Regional differences
 3.2 Pull messaging
  3.2.1 Common Short Codes (CSC)
  3.2.2 Best practice for pull messaging
 3.3 Interaction and deployment of mobile messaging campaigns
 3.4 Case studies
  3.4.1 Enpocket delivers marketing campaign for Orange France
  3.4.2 Mobiento and H&M succeed with fashion campaign in Sweden
  3.4.3 I-Mobile delivers loyalty programs for US malls
  3.4.4 Screentonic helps Reebok launch new footwear collection

4 Mobile web advertising
 4.1 Mobile Internet versus PC Internet
  4.2 Mobile browsing
  4.2.1 Mobile search advertising
  4.2.2 Web e-mail
  4.2.3 Communities and social networking
  4.2.4 News media
  4.2.5 Portals
 4.3 Mobile Web 2.0 applications
  4.3.1 Mobile widgets
  4.3.2 RSS readers
 4.4 Advertising on the mobile web
  4.4.1 Pricing
  4.4.2 Subscriber information
  4.4.3 Deployment types and techniques
 4.5 Case studies
  4.5.1 AdMob serves ads to the mobile community Peperoni
  4.5.2 Enpocket delivers mobile marketing campaign with Hyundai US
  4.5.3 T-Mobile International partners with Medio Systems to launch mobile search
  4.5.4 Action Engine and MSNBC.com launch ad supported mobile news service
  4.5.5 Vodafone Germany launches Media Solutions department
  4.5.6 TeliaSonera introduces new mobile ad delivery methods in Sweden

5 Location based services and mobile marketing
 5.1 Introduction to mobile location-based services
  5.1.1 Definition and categorisation of mobile location-based services
  5.1.2 The LBS value chain
  5.1.3 Adoption of GPS technology in handsets
 5.2 Location-based advertising
  5.2.1 Realisation of location-based advertisements
  5.2.2 Integrity handling and privacy issues for location-based advertising
 5.3 Location-based advertising and marketing solution providers
  5.3.1 Blip Systems: Bluetooth proximity marketing solution
  5.3.2 EarthComber: Mobile discovery application
  5.3.3 Mobile Commerce: Location-based mobile search
  5.3.4 OnPosition: Combining geo-coded data with location-based advertising
  5.3.5 Sprint Nextel: GPShopper service and location-aware Microsoft Live Search

6 Ad-funded mobile services
 6.1 Ad-funded mobile TV
  6.1.1 Online and mobile TV trends
  6.1.2 Trial by Ericsson and Norway’s public broadcaster NRK
 6.2 Ad-funded mobile content
  6.2.1 Miyowa and Bouygues Telecom offers free games in France
  6.2.2 Greystripe ad-supported mobile games distribution
  6.2.3 Ad-funded mobile music video downloads launched by Swisscom
  6.2.4 Rhythm launches on T-Mobile with an ad-funded mobile video service
  6.2.5 Ad-funded LBS for mobile handsets by LocatioNet Systems
 6.3 Blyk – an ad-funded MVNO

7 Industry analysis and conclusions
 7.1 Mobile marketing industry analysis
  7.1.1 Buyer-side: Brands and advertising agencies increase digital expenditure
  7.1.2 Supply-side: Internet and telecom industry leaders form mobile ad networks
  7.1.3 Consumer-side: Continuing lack of interest in mobile media
  7.1.4 The missing link: Popular mobile media channels
 7.2 Potential market value analysis
  7.2.1 Target audience and exposure
  7.2.2 CPM levels
  7.2.3 Revenue sensitivity analysis
 7.3 Market growth forecast
  7.3.1 Revenue distribution by region
  7.3.2 Revenue distribution by channels and formats
 7.4 Final conclusions

Glossary

List of Figures

 Figure 1.1: Total advertisement expenditure (Worldwide 2006)
 Figure 1.2: Global advertisement expenditure by medium (Worldwide 2006)
 Figure 1.3: Top advertisers (US 2006)
 Figure 1.4: Internet advertisement expenditure by region (Worldwide 2006)
 Figure 1.5: Online advertisement spending by format (Worldwide 2006)
 Figure 1.6: Top 20 US web sites (August 2007)
 Figure 1.7: Mobile marketing ecosystem
 Figure 2.1: Top 10 marketing groups in Europe and North America (2006)
 Figure 2.2: AdMob targeting statistics (March 2007)
 Figure 3.1: Comparison of bulk messaging methods
 Figure 3.2: US Short code execution process
 Figure 3.3: Mobile messaging advertising response types
 Figure 4.1: Top off-deck mobile websites (US and UK January 2007)
 Figure 4.2: Top web mail providers, by active accounts (February 2007)
 Figure 4.3: Community sites, by unique monthly visitors (August 2007)
 Figure 4.4: Most popular mobile Internet site categories by country
 Figure 4.5: Mobile advertisement cost CPM
 Figure 4.6: MMA recommendations for mobile web banners
 Figure 5.1: Generic LBS value chain
 Figure 5.2: Performance of various handset position determining technologies
 Figure 5.3: GPS enabled handset shipments (Worldwide 2006–2010)
 Figure 7.1: Digital advertising expenditure trends (Worldwide 2005–2008)
 Figure 7.2: Acquisitions of mobile and digital marketing companies (Q1–Q3 2007)
 Figure 7.3: Digital advertising revenues forecast by region (Worldwide 2007–2012)
 Figure 7.4: Share of subscribers accessing mobile media
 Figure 7.5: Comparison of CPM levels by media
 Figure 7.6: Mobile advertising revenue sensitivity analysis (€ million)
 Figure 7.7: Mobile advertising revenues forecast by region (Worldwide 2007–2012)