Identify Where Mobile Advertising is Expected to be Successful & What are the Key Success Factors?DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c44385) has announced the addition of the Pyramid Research report: Mobile Advertising: Big Brands, Small Screen to their offering. Mobile marketing saw its infancy in early 2000, when vendors in Europe and Asia began distributing advertising direct to users' cell phones using SMS (1) (Storage Management System) Software used to routinely back up and archive files. See HSM. (2) (Systems Management Server) Systems management software from Microsoft that runs on Windows NT Server. (Short Message Service), or text message. Now, with a variety of new options available due to the increasing sophistication so·phis·ti·cate v. so·phis·ti·cat·ed, so·phis·ti·cat·ing, so·phis·ti·cates v.tr. 1. To cause to become less natural, especially to make less naive and more worldly. 2. of mobile handsets themselves, mobile advertising is set to become one of the fastest growing, responsive, and highly targetable form of direct to consumer marketing. With mobile advertising vendors offering click through rates Click Through Rates The percent of individuals viewing a Web page who click on a specific banner ad appearing on the page. Notes: Overall click-through rates have declined substantially since the early days of electronic commerce on the Web. five to ten times higher than typical banner ads and a captive, "pull" audience that interacts with synchronized syn·chro·nize v. syn·chro·nized, syn·chro·niz·ing, syn·chro·niz·es v.intr. 1. To occur at the same time; be simultaneous. 2. To operate in unison. v.tr. 1. content in their downtime, leading advertisers are starting to take notice. This in-depth report includes case studies of MVNOs, Operators, Vendors, Portals, and Agencies who are harnessing the power of mobile advertising today. Key questions answered: Purchase this Report - Which business model do we expect to dominate mobile advertising? - Where do we expect mobile advertising to be successful (markets / geography) and what are the key success factors? - What is the value chain, and what are the relative strengths of these entities? Topics Covered 1. Exploring major business models - which strategies will work? - Pull vs. Push - historical lessons in mobile advertising - Web models / revenue models (CPC (1) (Central Processing Complex) An IBM mainframe that has two or more central processors (CPs) that share memory. It is the collection of processors, memory and I/O subsystems manufactured with a single serial number, typically all contained in one cabinet. , CPM (1) (Critical Path Method) A project management planning and control technique implemented on computers. The critical path is the series of activities and tasks in the project that have no built-in slack time. , etc.) i) Advertising (text / banner) ii) Search iii) In-content - Other models (TV / Radio / Paper) - Mobile content that lends itself to mobile advertising - Which advertising model is likely to win out 2. Value chains and their relative strengths... - Value Chain Overview & participant roles i) Operators ii) Handset Vendors iii) Advertisers iv) Advertising Agencies / Buyers v) Internet Portals vi) Mobile Advertising 'Facilitators' vii) Associations - How can all of these coexist? 3. Case studies 4. Which markets have the greatest chance for success - and why... - Requirements for market uptake i) Fixed data prices / low cost data rates ii) High level of WAP (1) (Wireless Access Point) See access point. (2) (Wireless Application Protocol) A standard for providing cellular phones, pagers and other handheld devices with secure access to e-mail and text-based Web pages. + handsets iii) Low PC penetration iv) High 'Advertising literacy' - Forecast of Revenue Share by Stakeholder stakeholder n. a person having in his/her possession (holding) money or property in which he/she has no interest, right or title, awaiting the outcome of a dispute between two or more claimants to the money or property. / Regions For more information visit http://www.researchandmarkets.com/reports/c44385 |
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