Global Mobile Advertising Market

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Jun 15, 2014, 08:23 ET

NEW YORK, June 15, 2014 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Global Mobile Advertising Market

http://www.reportlinker.com/p01375045/Global-Mobile-Advertising-Market.html

This report analyzes the worldwide markets for Mobile Advertising in US$ Thousands by the following Product Segments: Messaging, Search, and Display. The report provides separate comprehensive analytics for the US, Canada, Japan Europe, Asia-Pacific, Latin America, and Rest of World. Annual estimates and forecasts are provided for the period 2013 through 2020. Also, a seven-year historic analysis is provided for these markets. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs. The report profiles 179 companies including many key and niche players such as -

4INFO, Inc.
Apple, Inc.
Amobee, Inc.
AOL Advertising, Inc.
Conversant, Inc.

I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-2
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3

II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1
Prelude II-1
Mobile Advertising - In a Nutshell II-1
Current and Future Analysis II-2
Asia-Pacific Steers the Momentum II-2
Search Advertising to Expand the Market Potential II-3
Messaging Advertising Sees Dwindling Fortunes II-3
Mobile's Influence on Consumer Lifestyle Enthuses Brands II-3
Google Leads World Mobile Ad Market II-3
Android Invades Mobile Space II-4
Table 1: Leading Players in the Global Mobile Internet Ad
Market (2013): Percentage Share Breakdown of Revenues by
Company (includes corresponding Graph/Chart) II-4
Factors Driving Growth in Mobile Advertisement Market II-5
Personalized Nature of Advertising II-5
High Penetration of Smartphones II-5
Table 2: World Smartphone Penetration for Select Countries
(as a Percentage of Mobile Phone Users): 2013 (includes
corresponding Graph/Chart) II-6

Table 3: Global Market for Smartphones (2013 & 2018):
Breakdown of Sales in Million Units by Geographic
Region/Country (includes corresponding Graph/Chart) II-7

Table 4: Global Smartphones Market - Leading Countries
Ranked by CAGR for 2013-2018: Brazil, Canada, China, France,
Germany, India, Italy, Japan, Russia, UK, and US (includes
corresponding Graph/Chart) II-7
Expansion of Mobile Internet and 3G/4G Technologies II-7
Table 5: Worldwide Mobile Data Traffic by Device Type (2013,
2015 & 2018) - Percentage Share Breakdown of Monthly Data
Traffic Volume for Laptops, Non-Smartphones, Smartphones,
Tablets, and Others (includes corresponding Graph/Chart) II-8

Table 6: Worldwide Mobile Data Traffic by Application (2013,
2015 & 2018) - Percentage Share Breakdown of Monthly Data
Traffic Volume for Data, File Sharing , M2M, and Video
(includes corresponding Graph/Chart) II-9

Table 7: Worldwide Mobile Networks (2013 & 2018): Percentage
Share Breakdown of Number of Connections by Type of Network
Technology (includes corresponding Graph/Chart) II-9
Infiltration of Social Networks II-10
Opt-in Advertising: Giving Consumer the Choice II-10
The Benefit of Frequency Cap II-10
Custom Targeting II-10
Favorable Response Rates & Instant Feedback II-10
Value for Money II-11
New Forms of Mobile Advertising II-11
Challenges Facing Mobile Ad Market II-11
Factor Restraining Growth in Mobile Advertising Market II-12
Mobile Advertising Seeks to Resolve Technical Hurdles II-12
Click Fraud - The Negative Aspect of Mobile Advertising II-13
Conflict of Interest in Pay-per-Click Model II-13
Concerns over Data Protection and Privacy II-13
Impact of 2007-2009 Recession in Retrospect II-14

2. MARKET DYNAMICS II-15
User Engagement: The Focal Point II-15
Hardware-Related Developments: Major Influence on Mobile Ad
Market Dynamics II-15
New-Age Advertisements to Fuel Mobile Marketing Space II-15
The Potential of Multimedia Mobile Marketing II-16
Mobile Video Ads Surpass Online Video Ads II-16
Singular Focus - Boon for Mobile Video Ads II-17
Less Distraction II-17
Not Limited to Peak Hours II-17
Mobile Video Ad Applications Engage Users II-17
Easier Frequency Management II-17
iPad: Transforming the Mobile Advertising Marketplace II-18
Metrics and Analytics Support Drives Mobile Marketing Success II-18
Increase in Mobile Local Advertising II-18
Telecom Operators to Gain from Mobile Advertising II-18
Responsive Site Design to Influence Web-Traffic II-19
Technological Advancements Drive Growth II-19
NFC - Another Smart Approach II-19
RTB - Adding Dynamism to Mobile Advertising II-20
Geo-fencing - The New Buzzword for Brand Promotion II-20
Economical Price Plans Promote Mobile Content II-20
Mobile TV holds Bright Prospects in Mobile Advertising II-20
Mobile Advertising to Provide Gains to Ringtone Vendors II-20
Programmatic Buying & Selling - The New Growth Area II-20
Retailers Rely on Mobile II-21
ROPO and Show-Rooming - Derivatives of Mobile Proliferation II-21
Select Key Statistical Data II-21
Table 8: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Spending by Segment (includes corresponding
Graph/Chart) II-21

Table 9: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Target Audience by Age Group (includes
corresponding Graph/Chart) II-22

Table 10: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Target Audience by Gender (includes
corresponding Graph/Chart) II-22

Table 11: Global Mobile Ad Market (2013): Percentage Share
Breakdown of Mobile Ad Spending by Platform (includes
corresponding Graph/Chart) II-22

Table 12: Global Mobile Ad Market (2013): Spending in US$ Per
Mobile Internet User by Country (includes corresponding
Graph/Chart) II-23

Table 13: Global Digital Ad Market (2013): Spending in US$
Per Internet User by Country (includes corresponding
Graph/Chart) II-23

3. SERVICE OVERVIEW II-24
Definition II-24
Success of Mobile Advertising: Key Determinant Factors II-24
Mobile Advertising Value Chain II-25
Mobile Advertising Formats II-25
Mobile Messaging II-26
SMS II-26
MMS II-27
Types of MMS Advertising Units II-27
Mobile TV II-27
Mobile Web II-28
Types of Mobile Web Ad Units II-28
Mobile Internet Advertising Vs Mobile Marketing II-29
Advantages of Mobile Advertising II-29
Mobile Vs Traditional Advertising Channels II-30
Mobile Advertising Guidelines II-30

4. PRODUCT LAUNCHES/DEVELOPMENTS II-31
Appsfire to Launch Sashimi II-31
Opera Mediaworks Unveils AdMarvel for Ad Networks and OMAX 2.0 II-31
Millennial Media Upgrades Millennial Media Exchange II-31
TXTImpact Introduces Multi-Media Marketing and Messaging Service II-31
Tumblr Unveils Mobile Ads II-32
Nuance Launches Voice Ads II-32
Amobee Unveils New Pulse 3D Mobile Advertising Platform II-32
UberMedia Releases New UberAds Product II-32
Mogreet Unveils New Self-Service Messaging Platform II-33
Silverpop™ Introduces New Capabilities in Mobile Messaging II-33
Beachfront Unveils New Platform for Mobile Video Ad Mediation II-33
Adquant Introduces Mobile Advertising Upgrades II-34
LiquidM Unveils Mobile Advertising Management Platform II-34
Applifier Introduces Everplay GameAds II-34
Placecast Introduces PlaceAd II-34
Millennial Media Introduces Omni Measurement Solutions II-35
StartMeApp Introduces adSmart Express II-35
Catalina Launches New Mobile Ad Platform II-35

EQ Works Launches Hercules II-36
Ayuda Introduces Alto - a Standalone Online Portal for
Advertisers II-36
KissMyAds Unveils Three Innovative Mobile Advertisement Platforms II-36
IPC Media Launches New Mobile Advertising Products II-37
AdSpruce Launches Native Ads Server II-37
Eureka Unveils Eureka App for Mobile Devices II-37
Telefonica Introduces Novel Mobile Idle-Screen Marketing Solution II-38
Acision Launches RCS Service as Hosted Solution Over Acision
Cloud Environment II-38
Symsoft Releases New Platform for Multi-Media Messaging II-39
Opera Unveils Opera Mediaworks for Advertising Purpose II-39
Cellad Unveils Launches New Smartphone App II-40
Velti Introduces New AD Network II-40
Skype Launches Rich Media Mobile Ad App for iPhone II-40
InMobi Launches App Galleries and Custom Ads II-40
Vserv.mobi Unveils New Mobile Advertising Platform II-41
EGG Launches a Series of Interactive Mobile Advertising Platforms II-41
SMS.com.my Introduces Corporate Bulk SMS Service II-41
Adtile Launches RRT Mobile Advertising Platform II-42
Ace Metrix Unveils Ace Metrix MOBILE HD 2.0 II-42
LifeStreet to Launch RevJet II-43
SupersonicAds Launches Ultra for Mobile II-43
Bunndle Launches Mobile App Ad Network for iOS II-43
CIAmedia Introduces Patented Call-Triggered Advertising Solution II-44
ISIGN Launches SPDK for QSRs II-44

Rhythm Unveils LivePods II-44
Kontera Launches Unique PageLift Opener and Mobile Dynamic
Content Technologies II-45
ExactTarget Unveils MobileConnect II-46
ECDC Unveils New StudentConnect Mobile Advertising Platform II-46
Sprint Releases Pinsight Media+™ Advertising Service II-46
iMobiTrax Unveils Click Filtering Features for Mobile Advertisers II-46
Pontiflex Unveils New Mobile Advertising Platform with
Spanish-Language Capabilities II-47
Jivox Unveils New Interactive Ad Insertion Service for Mobile HLS II-47
Sense Networks Launches AudienceSense and AdMatch II-47
Clickatell Unveils CMCM Platform II-48
iVision Mobile Rolls Out Inbound MMS II-48
Medialets Releases Medialets Private Marketplace II-49
YouTube Introduces Skippable Mobile Video ADs II-49
Metaresolver Announces Data-Powered Mobile Advertising Platform II-49
O2 Media Announces Cloud-Based SMS Service for SMEs II-50
Mojiva Rolls Out Mojiva Tab II-50
ASATSU-DK Launches "Mobile DADA" II-50
Mobext Unveils Automated Mobile Messaging Service II-51
Vodafone Unveils Vodafone Select II-51
Adfonic Unveils Integrated Mobile Video Advertising II-51
Vuclip Unveils Vuclip Click2Vid II-52
Httpool Introduces AdPlatform II-52
Bharti Airtel Introduces Mobile Advertising Service II-52
MTS Announces MTS mAd II-53
Etisalat Unveils New Mobile Advertising in Nigeria II-53

5. RECENT INDUSTRY ACTIVITY II-54
Velti Divests Certain Businesses to Blackstone's GSO Capital
Partners II-54
Idea Cellular Teams Up with Flytxt II-54
ValueClick Renames itself as Conversant II-54
Conversant Takes Over SET Media II-54
Twitter Takes Over MoPub II-54
Millennial Takes Over Jumptap II-55
Facebook Takes Over Onavo II-55
Blinkx Acquires Rhythm II-55
4INFO Inks Partnership Agreement with Acxiom II-56
Airpush Takes Over Hubbl II-56
Augme Technologies Divests Non-Core Division II-57
Phunware Takes Over TapIt Media Group II-57
RedMas Merges with Adsmovil II-57
SHIFT Enters into Partnership with Gradient X II-58
Celtra Signs Strategic Agreement with DDB Chicago II-58
Linkable Networks and 4INFO Ink a Partnership Agreement II-59
Tapjoy and Celtra Sign a Rich Media Partnership Agreement II-59
Omnicom Media Group Enters into Strategic Partnership with Celtra II-59
JUICE Mobile and Nuance Communications Launch Voice-enabled
Mobile Advertising Solution II-60
Publicis to Merge with Omnicom II-60
Sprint Forms Partnership with Telefónica II-61
MEC UK and InMobi Enter into Partnership II-61
Nuance Enters into a Partnership with Widespace II-61
PMG Acquires Ability II-62
Adello and HStreaming Merge II-62
CellAd and World Global Network Form a JV II-62
ValueFirst Acquires clk2c.com II-63
Fairfax Media Partners with InMobi for Mobile Advertising
Solutions II-63

Millennial Media Teams Up with Hipcricket II-63
Retailigence and Mojiva Enter into a Partnership II-64
Mediahub/Mullen Enters into an Agreement with Millennial Media II-64
Swrve Merges with MobileAppTracking of HasOffers II-65
ePrize Acquires Cellit II-65
Videology Takes Over Collider Media II-66
VivaKi Enters into Agreement with Medialets II-66
InSequent Acquires 4Mads Adtech Startup II-66
Telenav Acquires Mobile Ad Company ThinkNear II-67
Rubicon Project Acquires Mobile Ad Tech Mobsmith II-67
Call Genie Acquires VoodooVox II-67
Monster Offers Enters into an Advertising Agreement with Ad Shark II-67
Media Mind Enters into an Agreement with ScientiaMobile II-68
MediaMath Acquires Tap.Me II-68
Amobee Takes Over AdJitsu II-68
Voice Assist Inks a Partnership Agreement with Augme II-69
AccuWeather and Amobee Enter into an Exclusive Partnership II-69
Tagga Enters into a Partnership with airG II-70
GREE Advertising Teams Up with MobPartner II-70
madvertise Acquires Mobilike II-70
Networkplay Acquires Mobile Ad Network Seventynine II-71
InMobi and MoSync Sign a Partnership Agreement II-71
Hi-Media Group Takes Over Adtriple II-72
Opera Software Takes Over 4th Screen Advertising and Mobile
Theory II-72
Velti Acquires CASEE II-72
Komli Mobile and YOOSE Enter into Sales Partnership II-72
Hungama Digital Media Entertainment Enters into Partnership
with Adsmobi II-73
Affle Forms Partnership with Yahoo! India II-73
ValueFirst Takes Over mGinger II-74
SingTel Acquires Mobile Ad Company Amobee II-74
InMobi to Team Up with Mi9 II-74
InMobi Forms Partnership Agreement with detikcom II-75
Clash Media Mobile Inks a Licensing Agreement with StrikeAd II-75

6. FOCUS ON SELECT PLAYERS II-76
4INFO, Inc. (US) II-76
Apple, Inc. (US) II-76
Amobee, Inc. (US) II-77
AOL Advertising, Inc (US) II-77
Conversant, Inc. (US) II-78
Facebook, Inc. (US) II-78
Google, Inc. (US) II-79
AdMob Google, Inc. (US) II-80
Google AdSense (US) II-80
InMobi (India) II-80
Medio Systems, Inc. (US) II-81
Microsoft Corporation (US) II-81
Millennial Media (US) II-81
Jumptap, Inc. (US) II-81
Pandora Media, Inc. (US) II-82
Radiate Media (US) II-82
Rhythm NewMedia, Inc. (US) II-83
Twitter, Inc. (US) II-83
Velti PLC (UK) II-84
Yahoo! Inc. (US) II-85

7. GLOBAL MARKET PERSPECTIVE II-86
Table 14: World Recent Past, Current & Future Analysis for
Mobile Advertising by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America and Rest
of World Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) II-86

Table 15: World Historic Review for Mobile Advertising by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World Markets
Independently Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) II-87

Table 16: World 15-Year Perspective for Mobile Advertising by
Geographic Region - Percentage Breakdown of Annual Revenues
for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America and Rest of World Markets for Years 2006, 2014 &
2020 (includes corresponding Graph/Chart) II-88

Table 17: World Recent Past, Current & Future Analysis for
Messaging-Based Mobile Advertising by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Rest of World Markets Independently Analyzed with
Annual Revenue Figures in US$ Thousand for Years 2013 through
2020 (includes corresponding Graph/Chart) II-89

Table 18: World Historic Review for Messaging-Based Mobile
Advertising by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-90

Table 19: World 15-Year Perspective for Messaging- Based
Mobile Advertising by Geographic Region - Percentage Breakdown
of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) II-91

Table 20: World Recent Past, Current & Future Analysis for
Search-Based Mobile Advertising by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Rest of World Markets Independently Analyzed with
Annual Revenue Figures in US$ Thousand for Years 2013 through
2020 (includes corresponding Graph/Chart) II-92

Table 21: World Historic Review for Search-Based Mobile
Advertising by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-93

Table 22: World 15-Year Perspective for Search-Based Mobile
Advertising by Geographic Region - Percentage Breakdown of
Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) II-94

Table 23: World Recent Past, Current & Future Analysis for
Display-Based Mobile Advertising by Geographic Region - US,
Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin
America and Rest of World Markets Independently Analyzed with
Annual Revenue Figures in US$ Thousand for Years 2013 through
2020 (includes corresponding Graph/Chart) II-95

Table 24: World Historic Review for Display-Based Mobile
Advertising by Geographic Region - US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Latin America and Rest of
World Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) II-96

Table 25: World 15-Year Perspective for Display-Based Mobile
Advertising by Geographic Region - Percentage Breakdown of
Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America and Rest of World Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) II-97

III. MARKET

1. THE UNITED STATES III-1
A.Market Analysis III-1
Current & Future Analysis III-1
Tiny Screen Huge Potential III-1
Snapshots III-1
Factors Driving the Growth of Mobile Advertisements III-2
Factors Restraining the Growth of Mobile Advertisements III-2
Market Dynamics III-2
Advanced Mobile Devices Foster Growth in Mobile Advertising
Market III-2
Rising Popularity of Smartphones III-3
Mobile Advertisement to Expand its Share in Digital Ad
Spending III-3
Table 26: US Mobile Ad Market (2010-2014): Spending as a
Proportion of Total Digital Ad Spending (includes
corresponding Graph/Chart) III-4
Mobile Display Advertising on the Rise III-4
Mobile Ads Surpass Browser-Based Standard Banner Ads III-4
Local Mobile Ads Find Favor III-4
Advanced Mobile Technology to Promote Growth III-4
Key Statistical Data III-5
Table 27: US Mobile Ad Market (2013): Percentage Share
Breakdown of Number of Ads by Segment (includes
corresponding Graph/Chart) III-5

Table 28: Leading Mobile Apps in the US Mobile Ad Market
(2013): Percentage Share Breakdown of Number of Ads
(includes corresponding Graph/Chart) III-5

Table 29: Leading Players in the US Mobile Internet Ad
Market (2013): Percentage Share Breakdown of Revenues by
Company (includes corresponding Graph/Chart) III-6

Table 30: Leading Players in the US Mobile Internet Search
Ad Market (2013): Percentage Share Breakdown of Revenues by
Company (includes corresponding Graph/Chart) III-6

Table 31: Leading Players in the US Mobile Internet Display
Ad Market (2013): Percentage Share Breakdown of Revenues by
Company (includes corresponding Graph/Chart) III-6
Product Launches III-7
Strategic Corporate Developments III-17
Key Players III-30
B.Market Analytics III-40
Table 32: US Recent Past, Current & Future Analysis for
Mobile Advertising by Format - Messaging, Search, and
Display Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-40

Table 33: US Historic Review for Mobile Advertising by
Format - Messaging, Search, and Display Markets
Independently Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-41

Table 34: US 15-Year Perspective for Mobile Advertising by
Format - Percentage Breakdown of Annual Revenues for
Messaging, Search, and Display Markets for Years 2006, 2014 &
2020 (includes corresponding Graph/Chart) III-42

2. CANADA III-43
A.Market Analysis III-43
Current & Future Analysis III-43
Mobile Extends New Opportunity for Canadian Advertisers III-43
Table 35: Canadian Mobile Ad Market (2010-2014): Spending
as a Proportion of Total Digital Ad Spending (includes
corresponding Graph/Chart) III-43
Incentive-Based Advertising to Grow III-44
Challenges Confronting Mobile Advertising in Canada III-44
Product Launch III-44
Strategic Corporate Developments III-45
B.Market Analytics III-46
Table 36: Canadian Recent Past, Current & Future Analysis
for Mobile Advertising by Format - Messaging, Search, and
Display Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-46

Table 37: Canadian Historic Review for Mobile Advertising by
Format - Messaging, Search, and Display Markets
Independently Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-47

Table 38: Canadian 15-Year Perspective for Mobile
Advertising by Format - Percentage Breakdown of Annual
Revenues for Messaging, Search, and Display Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-48

3. JAPAN III-49
A.Market Analysis III-49
Current & Future Analysis III-49
Table 39: Japanese Mobile Ad Market (2010-2014): Spending
as a Proportion of Total Digital Ad Spending (includes
corresponding Graph/Chart) III-49
Market Overview III-49
Smooth Way Ahead for Mobile Advertising III-50
Product Launch III-50
Strategic Corporate Development III-51
B.Market Analytics III-52
Table 40: Japanese Recent Past, Current & Future Analysis
for Mobile Advertising by Format - Messaging, Search, and
Display Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-52

Table 41: Japanese Historic Review for Mobile Advertising by
Format - Messaging, Search, and Display Markets
Independently Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-53

Table 42: Japanese 15-Year Perspective for Mobile
Advertising by Format - Percentage Breakdown of Annual
Revenues for Messaging, Search, and Display Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-54

4. EUROPE III-55
A.Market Analysis III-55
Current & Future Analysis III-55
Overview III-55
Europe Sees Rise in Mobile Ad Spending as a Proportion of
Digital Ad Spending III-55
Table 43: European Mobile Ad Market (2010-2014): Spending
as a Proportion of Total Digital Ad Spending by Select
Country (includes corresponding Graph/Chart) III-56
Factors Driving the Growth of Mobile Advertisements III-56
Factors Restraining the Growth of Mobile Advertisements III-56
Market Dynamics III-57
Banner Advertising: The Largest Revenue Generator III-57
Advanced Formats and New Technologies Pull Growth III-57
Western Europe Exhibits Higher Growth Prospects III-57
Strategic Corporate Development III-58
B.Market Analytics III-59
Table 44: European Recent Past, Current & Future Analysis
for Mobile Advertising by Geographic Region - France,
Germany, Italy, UK, Spain, Russia, and Rest of Europe
Markets Independently Analyzed with Annual Revenue Figures
in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-59

Table 45: European Recent Past, Current & Future Analysis
for Mobile Advertising by Format - Messaging, Search, and
Display Markets Independently Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-60

Table 46: European Historic Review for Mobile Advertising by
Geographic Region - France, Germany, Italy, UK, Spain,
Russia, and Rest of Europe Markets Independently Analyzed
with Annual Revenue Figures in US$ Thousand for Years 2006
through 2012 (includes corresponding Graph/Chart) III-61

Table 47: European Historic Review for Mobile Advertising by
Format - Messaging, Search, and Display Markets
Independently Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-62

Table 48: European 15-Year Perspective for Mobile
Advertising by Geographic Region - Percentage Breakdown of
Annual Revenues for France, Germany, Italy, UK, Spain,
Russia, and Rest of Europe Markets for Years 2006, 2014 &
2020 (includes corresponding Graph/Chart) III-63

Table 49: European 15-Year Perspective for Mobile
Advertising by Format - Percentage Breakdown of Annual
Revenues for Messaging, Search, and Display Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-64

4a. FRANCE III-65
A.Market Analysis III-65
Current & Future Analysis III-65
Significant Mobile Ownership Fails to Surge Mobile
Advertising Market III-65
Technology Improvements - A Must for Advances in the Market III-65
Strategic Corporate Development III-65
B.Market Analytics III-66
Table 50: French Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-66

Table 51: French Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-67

4b. GERMANY III-68
A.Market Analysis III-68
Current & Future Analysis III-68
A Peek into German Mobile Market Dynamics III-68
Table 52: German Smartphone Market (2013): Percentage
Breakdown of User Base by Smartphone Operating System
(includes corresponding Graph/Chart) III-68

Table 53: Internet Usage in Germany (2013): Percentage
Breakdown of Browser-Based Web-Page Views by Type of Device
(includes corresponding Graph/Chart) III-68
Smartphones to Drive Mobile Internet Use and Ad Spending III-69
Major Users of Mobile Advertising III-69
Product Launch III-69
Strategic Corporate Developments III-70
B.Market Analytics III-71
Table 54: German Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-71

Table 55: German Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-72

4c. ITALY III-73
Market Analysis III-73
Table 56: Italian Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-73

Table 57: Italian Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-74

4d. THE UNITED KINGDOM III-75
A.Market Analysis III-75
Current & Future Analysis III-75
Mobile Emerges as a Key Marketing Channel for Brands III-75
Mobile Ad Market Withstands Recession III-75
Smartphone Users Prop Up Mobile Ad Investments III-75
Growing Tablet Penetration Extends New Opportunity III-75
Mobile Advertisers Leverage Metrics Measurement System III-76
Ring Tone Vendors Focus on Mobile Advertisement III-76
Mobile Internet Advertising Gains Popularity III-76
Product Launches III-76
Strategic Corporate Developments III-79
Velti, Plc - A Key Player III-80
B.Market Analytics III-81
Table 58: UK Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-81

Table 59: UK Historic Review for Mobile Advertising Analyzed
with Annual Revenue Figures in US$ Thousand for Years 2006
through 2012 (includes corresponding Graph/Chart) III-82

4e. SPAIN III-83
A.Market Analysis III-83
Current & Future Analysis III-83
Product Launches III-83
Strategic Corporate Development III-84
B.Market Analytics III-85
Table 60: Spanish Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-85

Table 61: Spanish Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-86

4f. RUSSIA III-87
Market Analysis III-87
Table 62: Russian Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-87

Table 63: Russian Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-88

4g. REST OF EUROPE III-89
A.Market Analysis III-89
Current & Future Analysis III-89
Product Launches III-89
Strategic Corporate Developments III-91
B.Market Analytics III-93
Table 64: Rest of Europe Recent Past, Current & Future
Analysis for Mobile Advertising Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-93

Table 65: Rest of Europe Historic Review for Mobile
Advertising Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-94

5. ASIA-PACIFIC III-95
A.Market Analysis III-95
Current & Future Analysis III-95
Overview III-95
Rising Penetration of Mobile Devices III-95
Rising Use of Smartphones III-95
Market Snapshots III-96
Mobile Advertising: A High Growth Market III-96
Table 66: Asia-Pacific Mobile Ad Market (2010- 2014):
Spending as a Proportion of Total Digital Ad Spending by
Select Country (includes corresponding Graph/Chart) III-97
A Highly Diverse Market III-97
Robust Rise in Mobile Internet User Base III-98
Table 67: Mobile Internet Users in Select Asian Countries
(2011) (includes corresponding Graph/Chart) III-98
Table 68: Average Number of Page Impressions Per User Per
Day on the Internet for Select Asian Countries (includes
corresponding Graph/Chart) III-99
Challenges for Mobile Advertising III-99

Market Dynamics III-99
Strong Growth for South East Asian Markets III-99
Text Messaging Continues to Retain Significance in Mobile
Marketing III-99
Mobile Search Holds Maximum Popularity III-100
Mobile Videos: Potential for Growth III-100
Prospects for Mobile TV Advertising III-100
Embedded Advertisements and "App-vertising" on the Rise III-100
Smarter Advertisements for Smartphones III-101
Companies Increasingly Promoting Mobile Advertising III-101
B.Market Analytics III-102
Table 69: Asia-Pacific Recent Past, Current & Future
Analysis for Mobile Advertising by Geographic Region -
Australia, China, India, South Korea, and Rest of
Asia-Pacific Markets Independently Analyzed with Annual
Revenue Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-102

Table 70: Asia-Pacific Recent Past, Current & Future
Analysis for Mobile Advertising by Format - Messaging,
Search, and Display Markets Independently Analyzed with
Annual Revenue Figures in US$ Thousand for Years 2013
through 2020 (includes corresponding Graph/Chart) III-103

Table 71: Asia-Pacific Historic Review for Mobile
Advertising by Geographic Region - Australia, China, India,
South Korea, and Rest of Asia-Pacific Markets Independently
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-104

Table 72: Asia-Pacific Historic Review for Mobile
Advertising by Format - Messaging, Search, and Display
Markets Independently Analyzed with Annual Revenue Figures
in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-105

Table 73: Asia-Pacific 15-Year Perspective for Mobile
Advertising by Geographic Region - Percentage Breakdown of
Annual Revenues for Australia, China, India, South Korea,
and Rest of Asia-Pacific Markets for Years 2006, 2014 & 2020
(includes corresponding Graph/Chart) III-106

Table 74: Asia-Pacific 15-Year Perspective for Mobile
Advertising by Format - Percentage Breakdown of Annual
Revenues for Messaging, Search, and Display Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-107

5a. AUSTRALIA III-108
A.Market Analysis III-108
Current & Future Analysis III-108
Mobile Emerges as the Fastest Online Advertising Media Channel III-108
Mobile Advertisement to Gain Momentum III-108
Smartphones to Change Low Receptivity Trend in the Mobile Space III-109
B.Market Analytics III-109
Table 75: Australian Recent Past, Current & Future Analysis
for Mobile Advertising Analyzed with Annual Revenue Figures
in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-109

Table 76: Australian Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-110

5b. CHINA III-111
A.Market Analysis III-111
Current & Future Analysis III-111
A Rapidly Expanding Market III-111
Brief Overview of the Sector III-111
Growth Drivers of Mobile Advertisement III-111
Factors Restraining the Growth of Mobile Advertisement Market III-112
Market Dynamics III-112
Mobile Internet Sees Faster Growth III-112
Table 77: Number of Mobile Internet Users in China for the

Years 2009 through 2013 (In Million) (includes
corresponding Graph/Chart) III-112
Internet-Based Digital Services Find Popularity Among
Mobile Users III-112
Mobile Television Witnessing Rapid Growth III-113
Baidu and Google Conflict for Mobile Search Market Share III-113
Product Launch III-113
Strategic Corporate Development III-114
B.Market Analytics III-114
Table 78: Chinese Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-114

Table 79: Chinese Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-115

5c. INDIA III-116
A.Market Analysis III-116
Current & Future Analysis III-116
The Fastest Growing Mobile Market III-116
Mobile Advertising: Benefiting from Rising Mobile Phone
Penetration III-116
Market Dynamics III-117
3G Boosts Mobile Advertising Market III-117
Sustained Growth for SMS Advertising III-117
Marketers Seeking Innovative Approaches III-118
Rural Penetration of Mobile Phones to Boost Mobile Advertising III-118
SMBs Keep an Eye on Mobile Ad Vertical III-118
Traditional Media Still Lead the Market III-119
Table 80: Indian Mobile Ad Market (2013): Percentage Share
Breakdown of Ad Impressions by Device Type (includes
corresponding Graph/Chart) III-119

Table 81: Indian Mobile Ad Market (2013): Percentage Share
Breakdown of Ad Impressions by Device Brand (includes
corresponding Graph/Chart) III-119

Table 82: Indian Mobile Ad Market (2013): Percentage Share
Breakdown of Ad Impressions by Mobile OS (includes
corresponding Graph/Chart) III-120
Product Launches III-120
Strategic Corporate Developments III-122
InMobi - A Major India-based Mobile Advertising Company III-124
B.Market Analytics III-125
Table 83: Indian Recent Past, Current & Future Analysis for
Mobile Advertising Analyzed with Annual Revenue Figures in
US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-125

Table 84: Indian Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-126

5d. SOUTH KOREA III-127
A.Market Analysis III-127
Current & Future Analysis III-127
Mobile Advertising on the Rise III-127
High Growth of Mobile Internet Penetration to Benefit Mobile
Advertisers III-127
Table 85: South Korean Mobile Market (2011-2016):
Percentage Share Breakdown of Internet Users as a
Proportion of Mobile Users and Total Population (includes
corresponding Graph/Chart) III-128
B.Market Analytics III-129
Table 86: South Korean Recent Past, Current & Future

Analysis for Mobile Advertising Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-129

Table 87: South Korean Historic Review for Mobile
Advertising Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-130

5e. REST OF ASIA-PACIFIC III-131
A.Market Analysis III-131
Current & Future Analysis III-131
Review of Select Markets III-131
Malaysia III-131
Singapore III-131
Product Launches III-131
Strategic Corporate Developments III-132
B.Market Analytics III-134
Table 88: Rest of Asia Pacific Recent Past, Current & Future
Analysis for Mobile Advertising Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-134

Table 89: Rest of Asia Pacific Historic Review for Mobile
Advertising Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-135

6. LATIN AMERICA III-136
A.Market Analysis III-136
Current & Future Analysis III-136
Latin America Sees Growth in Mobile Advertising III-136
Table 90: Latin American Mobile Ad Market (2013):
Percentage Share Breakdown of Ad Impressions by Device Type
(includes corresponding Graph/Chart) III-136

Table 91: Latin American Smartphones Market (2013):
Penetration Growth Rate by Country (includes corresponding
Graph/Chart) III-137

Table 92: Latin American Mobile Ad Market (2010-2014):
Spending as a Proportion of Total Digital Ad Spending by
Select Country (includes corresponding Graph/Chart) III-137
B.Market Analytics III-138
Table 93: Latin American Recent Past, Current & Future
Analysis for Mobile Advertising by Geographic Region -
Argentina, Brazil, Mexico and Rest of Latin America Markets
Independently Analyzed with Annual Revenue Figures in US$
Thousand for Years 2013 through 2020 (includes corresponding
Graph/Chart) III-138

Table 94: Latin American Recent Past, Current & Future
Analysis for Mobile Advertising by Format - Messaging,
Search, and Display Markets Independently Analyzed with
Annual Revenue Figures in US$ Thousand for Years 2013
through 2020 (includes corresponding Graph/Chart) III-139

Table 95: Latin American Historic Review for Mobile
Advertising by Geographic Region - Argentina, Brazil, Mexico
and Rest of Latin America Markets Independently Analyzed
with Annual Revenue Figures in US$ Thousand for Years 2006
through 2012 (includes corresponding Graph/Chart) III-140

Table 96: Latin American Historic Review for Mobile
Advertising by Format - Messaging, Search, and Display
Markets Independently Analyzed with Annual Revenue Figures
in US$ Thousand for Years 2006 through 2012 (includes
corresponding Graph/Chart) III-141

Table 97: Latin American 15-Year Perspective for Mobile
Advertising by Geographic Region - Percentage Breakdown of
Annual Revenues for Argentina, Brazil, Mexico and Rest of
Latin America Markets for Years 2006, 2014 & 2020 (includes
corresponding Graph/Chart) III-142

Table 98: Latin American 15-Year Perspective for Mobile
Advertising by Format - Percentage Breakdown of Annual
Revenues for Messaging, Search, and Display Markets for
Years 2006, 2014 & 2020 (includes corresponding Graph/Chart) III-143

6a. ARGENTINA III-144
A.Market Analysis III-144
Current & Future Analysis III-144
Android Leads the Mobile Market III-144
Table 99: Argentinean Mobile Market (2013): Percentage
Share Breakdown of Device Population by Operating System
(includes corresponding Graph/Chart) III-144
B.Market Analytics III-145
Table 100: Argentinean Recent Past, Current & Future
Analysis for Mobile Advertising Analyzed with Annual Revenue
Figures in US$ Thousand for Years 2013 through 2020
(includes corresponding Graph/Chart) III-145

Table 101: Argentinean Historic Review for Mobile
Advertising Analyzed with Annual Revenue Figures in US$
Thousand for Years 2006 through 2012 (includes corresponding
Graph/Chart) III-146

6b. BRAZIL III-147
A.Market Analysis III-147
Current & Future Analysis III-147
Android Devices Give Lead to Mobile Advertising III-147
Table 102: Brazilian Mobile Market (2013): Percentage Share
Breakdown of Device Population by Operating System
(includes corresponding Graph/Chart) III-147
B.Market Analytics III-148
Table 103: Brazilian Recent Past, Current & Future Analysis
for Mobile Advertising Analyzed with Annual Revenue Figures
in US$ Thousand for Years 2013 through 2020 (includes
corresponding Graph/Chart) III-148

Table 104: Brazilian Historic Review for Mobile Advertising
Analyzed with Annual Revenue Figures in US$ Thousand for
Years 2006 through 2012 (includes corresponding Graph/Chart) III-149

6c. MEXICO III-150
A.Market Analysis III-150
Current & Future Analysis III-150
Higher Smartphone Penetration to Benefit Advertisers III-150
Table 105: Mexican Mobile Ad Market (2013): Percentage
Share Breakdown of Ad Impression

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