Mobile advertising is coming to a phone near you - but simply translating existing models won't work

The increasing availability of multimedia content is opening a large opportunity for sophisticated forms of mobile advertising. As content that already incorporates advertising - like live TV programming - makes its way to mobile handsets, brands and entertainment content providers are beginning to see the value of presenting full multimedia ads with programs.

Operators in the U.S. and Western Europe are currently either testing various forms of advertising with 3G services or are allowing ads to be served on their portals. A number of multimedia companies will launch advertising in H1 2006 within their multimedia offering. Furthermore, the entry of large online search engines into the mobile world opens up new advertising opportunities in the shape of context-based mobile search. What are the best strategies for success? This report will tell you.

From 2005 when the nascent market garnered $255 million in Europe and the United States, mobile marketing and advertising in these two geographical areas will grow to exceed $1 billion in 2009, provided certain elements fall into place. Issues to be resolved include business models and revenue share, the type, length and frequency of ads, consumer attitudes and many others. Operators will have to walk a fine line between maximising the revenue potential of advertising, while at the same time not risk alienating subscribers and increasing churn by doing so.

Based on interviews with key participants across the value chain, including operators, media agencies, software application providers, access providers, marketing specialists and trade association representatives, this 170+ page report analyses the market drivers and barriers affecting mobile advertising and marketing. It discusses the main market trends and charts the market evolution in the US and Europe. The report examines mobile advertising opportunities presented by MMS, video, TV, LBS, contextual advertising, as well as other niche possibilities.

Questions answered in this report include:

What % of brand advertising and marketing budgets will go on the mobile channel by 2011 and what will be the associated revenues?

Where are the biggest market opportunities?

How does mobile advertising compare to online and traditional media?

What advertising models exist and which ones will account for the biggest market?

What types of mobile advertising are most likely to succeed?

How can operators and other companies in the value chain best position themselves?

Why you should buy this report:

Mobile operators: Gain insight into the issues affecting mobile advertising and where revenues can be derived from this new opportunity. Discover regional adoption and usage of new technology and services, as well as market size data. Obtain analysis of the key market participants and their products and services.

Brands/Advertisers/Marketers: Discover what opportunities exist in the mobile advertising channel and what the best strategies are in this space. Learn about market issues specifically related to mobile content and mobile marketing and advertising including technology, media types, demographics, psychographics, subscriber receptivity and trends.

Vendors: Learn what mobile operators' plans are with mobile advertising and marketing. Find out how the market will evolve and how you can benefit from this growth.