Location + Advertising = True

07 January 2010, 4:28pm

Location information adds an extra dimension to mobile advertising and marketing - Read more about the opportunities for the location-based services industry in the new report from Berg Insight - Mobile Advertising and Marketing, 3rd Edition.

Who will be the real winners in the mobile advertising race? As digital channels transform advertising, the mobile handset is becoming increasingly attractive for individualised marketing. This report in the VAS Research Series gives first-hand insights into the latest development in advertising and marketing in the mobile space.

Berg Insight estimates that the total value of the global mobile advertising market was € 1,014 million in 2008. Asia-Pacific constituted the main regional market, accounting for around 75 percent of the total value. Despite the shrinking advertising market, the mobile channel has grown over the past year underpinned by increasing mobile media usage. Growing at a compound annual growth rate of 43 percent, the market will be worth € 8.7 billion in 2014 – corresponding to 11.7 percent of the total digital advertising market.

This report will allow you to:

Identify tomorrow’s most profitable advertising opportunities in the mobile space.

Understand the fundamentals of the ad-based mobile media revenue models.

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.

Profit from valuable insights about ad-funded business models for mobile operators.

This report answers the following questions:

- How can mobile handsets become integrated in the marketing media mix?

- What changes in the mobile industry and end-user behaviour are required before mobile advertising can become a multi-billion euro market?

- How are Google, Microsoft, Nokia and Yahoo! positioning themselves to become leading mobile advertising networks?

- Who are the rising stars that stand out from the crowd among the mobile advertising and marketing companies?

- How well suited for advertising are different existing and future mobile media channels?

- What are the initial experiences from mobile marketing campaigns?

- Which advertising formats will become most successful in the mobile environment?

- In what ways can location technology improve the relevancy of mobile advertising?

Analysts: Johan Fagerberg and Marcus Persson
Formats: Paper copy or electronic PDF licenses
Publication date: November 24, 2009
Pages: 150

Please find on the link below more detailed information (brochure and table of contents) about our new report ”Mobile Advertising and Marketing – 3rd Edition”. The report can be purchased in our online report shop at the link below.

Johan Fagerberg
Senior Analyst

Berg Insight

Download the report brochure (PDF)

Purchase the report from the Berg Insight online shop

Geo: International