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2008, Mobile Advertising Market 

 

Outline of the report

Points to be highlighted
Insights into the latest trends of mobile advertising market
Mobile advertising market forecast based on the interviews with advertising agencies
Differentiation between mobile ad and PC-based internet ad markets, and future growth model predictions

There are signs of the internet advertising market approaching to a turning point from a rapid-growth to a stable-growth phase, after years of a sharp increase in revenues.

"To what extent the mobile ad market could potentially grow" is the key for the internet ad market to continue to grow in the future. Although nobody doubts its growth potential, it still needs to be clarified what kinds of business models would be built by ad agencies and how successful they would be. In addition, a paradigm shift can take place in the market depending on the future development of mobile broadcasting including One Seg.

Positioning the mobile devices as a unique medium with different properties from PC, this report explores the growth scenarios specifically for mobile advertising, by differentiating it from PC-based internet advertising.

Title of the report 2008, Mobile Advertising Market 
Date of issue 31/03/08
Volume A4 / 295 pages
Price 95,000JPY
Produced by Seed Planning, Inc.
Note This report is written in Japanese.
Customers who need an English version:Please contact us.
Category Internet / telecom infrastructure / e-Business

Details of the report

Table of contents

  1. Analysis of Current Mobile Advertising Market
    1. [1] Definition of mobile advertising
      1. (1) What is mobile advertising?
      2. (2) Characteristics of mobile media
    2. [2] Changes in mobile internet business and trends of carriers
      1. (1) Players in the mobile-related business markets and scope of carriers' business
      2. (2) Changes in mobile handset (mobile phone / PHS) subscriber base
      3. (3) Mobile internet subscriber base
      4. (4) 3G and subsequent mobile handset subscriber base
      5. (5) Wide adoption of internet usage environment in mobile handsets
      6. (6) Changes in subscriber base for KDDI au's high-speed internet service WIN
      7. (7) Correlation between faster mobile internet access and mobile media usage
      8. (8) Comparisons of current status between PC and mobile internet environment
      9. (9) Faster mobile internet access based on the 3.5G handset penetration
      10. (10) Carriers' visions toward faster mobile internet access with 3.5G and subsequent handsets
      11. (11) Mobile internet pricing plans
      12. (12) Changes in packet-based fixed-rate services and trends of subscriber base
    3. [3] Trends of mobile media
      1. (1) Types of mobile media
      2. (2) Numbers of official and unofficial websites
      3. (3) Trends of official and unofficial site users
      4. (4) Changes in the size of mobile internet media market
      5. (5) Trends of mobile media firms
      6. (6) Trends of mobile media in 2007
    4. [4] Formation and changes of the mobile advertising market
      1. (1) Early period (before 2003) of the mobile advertising market
      2. (2) Late stage of the mobile advertising market formation (after 2004)
      3. (3) Mobile advertising market in 2007
    5. [5] Trends of mobile advertising clients
      1. (1) Changes in mobile-related investment by advertising clients
      2. (2) Expenditure structure of mobile advertising by industry sector
      3. (3) Trends of mobile advertising expenditures in major industry sectors
    6. [6] Trends in the mobile advertising industry
      1. (1) Outline of the mobile advertising industry
      2. (2) Players in the mobile advertising market
      3. (3) Trends of advertising agencies
      4. (4) Trends of media reps
      5. (5) Mobile listing advertising firms
      6. (6) Trends of Overture and Google
      7. (7) Trends of affiliated service providers
      8. (8) Current status and market positioning of advertising distribution platformers
    7. [7] Trends of advertising business mobile media
      1. (1) Mobile media business models
      2. (2) Mobile media business development
      3. (3) Mobile advertisement as a revenue source
      4. (4) Mobile media advertising business update
  2. Future Outlook of the Mobile Advertising Market
    1. [1] New business models in the mobile advertising market
      1. (1) Trends of broadcasting companies
      2. (2) Creation of the MVNO-based advertising market
      3. (3) Feasibility of market expansion through advertising marketplace expansion
      4. (4) New advertising market brought about by mobile handset functions
    2. [2] Regulatory trends for filtering services
      1. (1) Current trends of mobile site filtering rules
      2. (2) Content of mobile site filtering services
      3. (3) Current status of filtering services provided by each carrier
      4. (4) Impact of current filtering rules on the mobile advertising market
      5. (5) Efforts being made to cope with the issues to be addressed for filtering rules
    3. [3] Mobile advertisement market forecast
      1. (1) Related indices in mobile advertisement market forecast
      2. (2) Mobile advertising market drivers from a supply side
      3. (3) 2008-2012 forecast
  3. Interview Findings
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