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Research and Markets: Australian Mobile Advertising Market Assessment, 2008: The Promise of True Mobile Advertising Has Only Begun to Materialise in the Past Year

Otilia Otlacan | February 11, 2009

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DUBLIN, Ireland – Research and Markets has announced the addition of the “Australian Mobile Advertising Market Assessment, 2008” report to their offering.

While commercial promotions through the use of mobile phones have existed for more than half a decade, the promise of true mobile advertising has only begun to materialise in the past year. It is attracting a large amount of industry attention because, for the first time, mobile technology allows advertisers to pinpoint their target audience based on a set of critical parameters, including personalisation and preferences, contextual activities, location with accuracy levels unachievable by other forms of media.

Key findings from this study include:

* Mobile advertising developments as comprising five distinct stages: premium messaging, message broadcasting, mobile banners, subsidisation, and “next gen” mobile advertising.
* The first three phases, introduced as early as in 2003 and still in use today, are based on mass broadcast and offer very little or no personalisation. The fourth phrase, subsidisation, popularised in 2008, was the first to leverage user profiling
* We are on the verge of entering the “next gen” mobile advertising era characterised by users’ ability to receive highly relevant advertisements based not only on their profiles, but also contextual activities and, more importantly, their locations.
* The economic downturn should bode well for mobile advertising as companies become much more cautious in their spending to make sure marketing messages get to the right target audience.
* Australian consumers are increasingly adopting instant messaging, search, maps and social networking applications on their mobile devices, laying a good foundation for the use of mobile advertising in the near future.
* Conclusion and recommendations.

Key Topics Covered:

* EXECUTIVE SUMMARY
* INTRODUCTION
* Methodology
* INTRODUCTION TO MOBILE ADVERTISING
* Why mobile advertising?
* How big is Australia’s mobile advertising market?
* Evolution of mobile advertising
* GLOBAL MOBILE ADVERTISING CASE STUDIES
* Japan
* USA
* Europe
* AUSTRALIAN MOBILE ADVERTISING EXPERIENCES
* Vodafone’s Mobile Advertising Portfolio
* ComTel’s SMSpup Mobile
* Other Carriers
* AUSTRALIAN CONSUMER MOBILE ADVERTISING PREFERENCES
* Use of “next-gen” mobile services
* Preferred mobile advertising models and incentives
* Planned uptake of mobile advertising
* Mobile content growth forecast
* MOBILE ADVERTISING ECOSYSTEMS AND BUSINESS MODELS
* Mobile advertising value chain
* Mobile advertising business model
* Monetisation of mobile advertising
* CONCLUSION AND RECOMMENDATIONS
* RELATED RESEARCH

For more information visit http://www.researchandmarkets.com/research/f406ef/australian_mobile

Otilia is the founder and editor of AdOperationsOnline.com, launched in 2008. She currently provides online business consulting through her company, RightFit Media, and blogs about all things online at www.otiliaotlacan.com.

Otilia Otlacan

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