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Management Report
Published: March 2008
Pages: 13
Tables: 16
From: GBP 497.50   Buy Now!
Research from: eMarketer
Sector: Mobile Content & Apps

2007 may not have been “the year of mobile marketing,” but with the iPhone launch and other under-the-hood improvements, mobile marketers moved past the experimental stage. Still, compared to other interactive platforms, in 2008 mobile will remain small in overall spending.

The Mobile Advertising report analyzes the changes that must occur before this nascent channel becomes a full-blown advertising medium around the globe.

eMarketer forecasts that worldwide mobile marketing and advertising spending will reach $19 billion by 2012.

Good growth, but not great.

True market maturity will require huge investments of money, time, talent, and negotiation among brands, agencies, mobile carriers and mobile service providers.

Mobile Advertising Spending Worldwide, by Format, 2007-2012 (millions)

Key questions the “Mobile Advertising” report answers:

* What is the difference between mobile marketing and mobile advertising?
* How large will the mobile advertising market grow to be in the US?
* Around the world?
* What factors will accelerate growth?
* What factors will inhibit it?
* How will the mobile message, display and search ad markets break down?
* What do consumers think of mobile ads?
* And many others?

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Table of Contents

Executive Summary
Mobile Advertising Spending Worldwide, by Format, 2007-2012 (millions)
Key Questions
The eMarketer View
Key eMarketer Numbers - Mobile Advertising
Mobile Ad Spending
Mobile Advertising Spending Worldwide, by Format, 2007-2012 (millions)
Comparative Estimates: Mobile Advertising Spending Worldwide, 2007-2012 (millions)
Spending by Region
US Mobile Advertising Spending, 2007-2012 (millions)
Mobile Advertising Spending in the Asia-Pacific Region (1), 2007-2012 (millions)
Mobile Data Revenues in India, by Segment, 2006 & 2012 (% of total)
Mobile Advertising Spending in Western Europe (1), 2007-2012 (millions)
Factors Driving Spending
Mobile Messaging Revenues* Worldwide, 2006-2011 (billions)
US Mobile Internet Users, 2007-2012 (millions)
Mobile Internet Users in Select Countries Worldwide, 2006 (% of respondents)
Mobile Internet Advertising Audience Worldwide, by Age, Q3 2007 (% of total)
Mobile Advertising Impressions Worldwide, by Region, December 2007 (millions and % of total)
Marketer Attitudes
Average Price for a Mobile Marketing Campaign in the US, 2005-2007
Text-Based (SMS) Mobile Advertisements Received and Responded to by Mobile Subscribers in the US and Select Countries in Western Europe, July 2007 (thousands and % of mobile subscribers receiving and responding)
Consumer Attitudes and Usage
Attitudes* of Mobile Phone Users in the US and Select Countries in Western Europe** toward Mobile Advertising, December 2006 (% of respondents)
Select Mobile Content and Services Used* by Mobile Phone Users in Select Countries in the Asia-Pacific Region, May 2007 (% of respondents)
Consumers and Advertisers Make a Deal
When Will Mobile Advertising Grow Up?

For full details, please email keithw@cmsinfo.com

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