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Table of Contents

Management Report
Published: October 2007
Pages: 21
Tables: 42
From: GBP 347.50   Buy Now!
Research from: eMarketer
Sector: Mobile Content & Apps

As better infrastructure is constructed and more inventory gradually become available, brand marketers are beginning to experiment with the mobile medium. But convincing advertisers to invest larger budgets will require fundamental rethinking by both mobile operators and marketing service providers.

The Mobile Brand Advertising report analyzes the still-developing marketing opportunities of the mobile medium.

eMarketer projects that the global budget devoted to mobile brand advertising will rise to $3.5 billion in 2011, up from $123 million in 2006.

Worldwide Mobile Advertising Spending, by Objective, 2006-2011 (millions)

Key questions the “Mobile Brand Advertising” report addresses:

- What is mobile brand advertising and how is it different from direct response?
- What is the current market opportunity for mobile brand advertising?
- Which brands are early adopters and why?
- How mature is mobile brand advertising?
- And many others?

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Table of Contents

Executive Summary
Worldwide Mobile Advertising Spending, by Objective, 2006-2011 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers - Mobile Brand Advertising
The Starting Point
Top 20 Brands Worldwide, by Brand Value, 2007 (billions and % increase/decrease vs. prior year)
Web Sites of the Top 1,000 US Brands* that Are Compatible with Mobile Web Browsers**, January 2007
Web Sites of the Top 1,000 US Brands* that Are Compatible with Mobile Web Browsers**, by Industry, January 2007
Top 100 US Web Sites* that Are Compatible with Mobile Web Browsers**, January 2007
Media that Will Represent the Largest Increase in Spending* for Their Top Client or Brand according to US Marketing Executives, by Clients' Budget Size, March 2007 (% of respondents)
The Global Opportunity
Worldwide Mobile Advertising Spending, by Objective, 2006-2011 (millions)
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)
US Interactive Marketers Who Use Text Message Advertising and/or Advertise on Wireless Application Protocol (WAP) Sites, December 2006 (% of respondents)
Planned Interactive Ad Focus this Year according to US Advertising Sellers*, by Type, March 2007 (% of respondents)
Planned Interactive Ad Focus this Year according to US Advertising Buyers*, by Type, March 2007 (% of respondents)
UK Mobile Phone Users Who Would Watch Mobile Ads to Receive Free Mobile Content, by Gender and Age, May 2007 (% of respondents)
US Adult Internet Users Who Are Interested in Advertising-Supported vs. Paid Mobile Video Content, by Pricing Model, April 2007 (% of respondents)
A Fast-Evolving Ecosystem
3G Mobile Phone Shipments Worldwide, by Access Technology, 2005-2010 (millions)
2G and 3G Mobile Handset Shipments in Japan, January-July 2007 (thousands of units)
3G Subscribers in China, 2007-2011 (millions and % increase vs. prior year)
Mobile Phones in Use in Europe, by Protocol, 2005-2010 (% of total)
3G Mobile Phone Sales and Subscribers in Europe, 2006-2010
Smartphone* Shipments Worldwide, 2007 & 2012 (millions of units and CAGR**)
Smartphone* Penetration Worldwide, 2007 & 2012 (% of total mobile handsets)
Smartphone Sales Worldwide, 2007 & 2012 (millions of units)
US Mobile Internet vs. Mobile Phone Users Who Use Mobile Search, March 2007 (% of respondents in each group)
Search Category Breakdown for the Top 500 Search Queries* among Select Mobile Carriers** in North America, March 2007 (% of total)
Bigger Inventory, More Variety
Leading News and Information Mobile Content Categories among Mobile Subscribers in the US and Select Countries in Western Europe, May 2007 (millions of unique users)
Select Mobile Content and Services Used* by Mobile Phone Users in Select Countries in the Asia-Pacific Region, May 2007 (% of respondents)
Mobile Entertainment Revenues Worldwide, by Type, 2006 & 2011 (millions)
Select Mobile Content Purchased by Mobile Users Ages 12-24 in the EU-7, Q2 2006 (% of respondents)
Mobile Internet Usage in South Korea, by Content Type, 2005 (% of users)
Current and Intended Use of Mobile Content and Services by US Mobile Phone Users, 2007 & 2010 (% of respondents)
US Mobile Audio Listeners Who Accept Advertising in Exchange for Free Audio Content, by Mobile Audio Feature Used, February 2007 (% of respondents)
Mobile TV and Video Subscribers Worldwide, 2006-2011 (millions)
Mobile Broadcast TV Subscribers Worldwide, 2007, 2010 & 2012 (millions)
Mobile TV and Video Revenues Worldwide, 2006-2011 (millions)
US Mobile TV Viewers Who Use Mobile Search, April 2007 (% of respondents)
US Mobile Content Users Who Recall Viewing a Mobile Advertisement in the Past Month, by Content Type, Q1 2007 (% of respondents in each group)
US Mobile TV Viewers Who Are Interested in Personalized Mobile Advertising, April 2007 (% of respondents)
Handheld Digital Video Broadcasting-Handheld (DVB-H) Mobile Phone Sales, Subscribers and Service Revenues in Europe, 2006-2010
TV-Enabled Mobile Phone Sales and Service Renewals in Europe, 2006-2010 (thousands of units)
Mobile Video Revenues in Japan, South Korea and the Asia-Pacific Region, 2010 (millions)
Digital Multimedia Broadcasting Network-Based Handheld TV Users in China, 2006-2010 (millions and % increase vs. prior year)
Mobile Telecommunication Network-Based Handheld TV Users in China, 2005-2010 (thousands and % increase vs. prior year)
Emerging Media Formats Implemented Most by Top TV Networks in the US, Q1 2007 (% of top TV networks)
Mobile Branding in Action
Passing Along Weather and Games: DHL
Outdoor Mobile Branding
3G Brand Marketing in Hong Kong: Johnson & Johnson
Conclusion

For full details, please email keithw@cmsinfo.com

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