Mobile Advertising in Emerging Markets
Market Trends and Strategies for the Third Screen

Report Details
Pages 84 | Exhibits: 60 | Report Excerpt

Description Global mobile subscriptions surpassed 4bn at year-end 2008 and are expected to approach 6bn by 2013, making mobile services an extremely relevant platform for advertising for mass audiences. Pyramid Research believes that using mobile services as an advertising medium creates a new revenue stream for telecom operators as well as for technology enablers and content developers. Furthermore, mobile advertising will play a key role in driving usage of paid mobile data services. Mobile Advertising in Emerging Markets looks at mobile advertising initiatives and the revenue potential in emerging markets, with a particular emphasis on Brazil, China, India, Indonesia, Mexico, Romania, Russia, South Africa and Turkey. We also put our findings in context by making comparisons with global trends and developed markets, such as the US and UK. Our analysis indicates that mobile advertising will boost mobile data service revenue by up to 10% and that leading operators are pushing a variety of advertising methods, from sponsored messaging and alert services to more sophisticated content over mobile portals. Key questions answered

• How will mobile and Internet-based advertising compare in emerging and mature markets?
• Are there markets where the mobile sector’s share of overall advertising spending will surpass that of the Internet anytime soon?
• In light of the fact that even basic services such as sponsored messaging and alert systems are enabling brands to reach a wider audience, how will the progression of mobile networks to 3G affect the development of mobile advertising?
• What are the benefits to brands of including mobile advertising initiatives in their overarching marketing strategies?
• Can SMS-based approaches ever help brands reach a substantial mobile audience in emerging markets?
• What are the advantages to mobile operators of pushing m-advertising, besides adding a revenue stream?
• Can advertising play a role in boosting the use of paid connectivity products?

Target audience

Operators
Learn how different business models can be used to provide mobile financial services, in particular what the role is of the main players and the supporting ecosystem. Find out which factors — regulations, technology — make a service successful. Draw on conclusions based on the experience of successful African operators that have wide application in markets at various stages of development. The report also looks at examples of why privacy issues, mobile spam and unsolicited messages are key areas the industry must continue to address delicately.

Banks
Find out the size of the opportunity in emerging markets, and determine how different markets require different approaches. Learn how the mobile advertising channel can increase awareness of your offerings, improve customer satisfaction and provide information about customer behavior and preferences. This report provides insight into how different approaches using mobile media can help reach customers more effectively. It also offers the analysis you need in order to take advantage of the mobile opportunity, especially among previously unreachable income segments.

Investors
Identify the opportunities in mobile advertising by examining case studies of some of the most challenging markets in the world. This report provides a thorough grounding in the important issues facing one of the most exciting segments of the telecommunications industry, giving you the fundamental tools to develop long-range plans and winning strategies.

Mobile advertising platform vendors
Discover where your greatest opportunities lie and how deep your involvement in the business of providing mobile advertising services should be. Understand the challenges facing your customers and what role you can play in meeting those challenges. This report provides the analysis you need to win a larger share of operator spending with informed go-to-market strategies and creative solutions, particularly in a time of worldwide economic downturn.

Companies mentioned in this report:

Mobile Advertising in Emerging Markets is part of Pyramid’s research report series. A blend of primary research and qualitative analysis, Pyramid’s research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics. For more information about this report, please contact Amalia Vega at avega@pyr.com or telephone at +1.809.330.4520

Author: Jan ten Sythoff, Luis Portela, Gabriela Baez

Publication Date: February 2009