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In this Industry Report

Personal, always on, ubiquitous and connected, mobile has the potential to become a potent advertising medium. However, some factors are slowing down the development of the market.
The report provides basic metrics relevant to the take-up of mobile advertising and gives an overview of the players involved in its value chain. The report then provides a recap of recent consolidation and funding in the industry, before providing analysis and forecasts for advertising tied to four mobile content types: TV, VoD, user-generated content and games. It also examines advertising within search and communication services, and provides insight on operators' strategies.

The report features results of the survey conducted within GroupM's 25 international agencies on mobile advertising perception from the advertiser's perspective. Finally, the report studies key players (including Nokia, Microsoft and Google) and the vertical integration strategies of those companies.

Key findings:

• Global mobile media advertising expected to reach €1.77bn in 2012
• With €1.5bn globally in 2012, mobile TV will capture bulk of audiovisual advertising on mobile devices
• Mobile VoD advertising expected to be worth €213m globally; China, Europe and North America provide the biggest opportunities
• Mobile games and music will be used primarily for marketing and promotional campaigns
• Survey of GroupM agencies shows creatives experimenting with multimedia capabilities of phones
• Nokia, Microsoft and Google are investing heavily in what is seen as the next big advertising medium

In this report

• Overview of the mobile advertising value chain
• Recap of recent industry consolidation and funding in mobile advertising
• Analysis and forecasts for mobile TV, VoD, video user-generated content, games and music
• Overview of mobile search and convenience services advertising
• Advertising industry perspective and the results of the survey conducted among 25 of GroupM's international agencies
• Analysis of the acquisitions and value chains of key players, including Nokia, Google and Microsoft

Table of contents

List of tables and charts

Advertising Intelligence

Mobile Media Intelligence

Author/s

Adam Smith

Julien Theys

Territories covered

Western Europe

Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK,

Central and Eastern Europe

Czech Republic, Hungary, Poland, Slovakia, Slovenia,

North America

Canada, USA,

Asia-Pacific

China, India, Japan, South Korea,

Companies mentioned