1.INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations

Data Interpretation & Reporting Level

Quantitative Techniques & Analytics

Product Definitions and Scope of Study

2.INDUSTRY OVERVIEW

Prelude

Mobile Advertising – In a Nutshell

Mobile Advertising – Most Rapidly Growing Solution

Impact of Mobile Advertising Trends on the Industry

Current and Future Analysis

Asia-Pacific Steers the Momentum

Display Advertising to Expand the Market Potential

Messaging Advertising Sees Dwindling Fortunes

Mobile’s Influence on Consumer Lifestyle Enthuses Brands

Google Leads World Mobile Ad Market

Table 1: Leading Players in the Global Mobile Internet Ad Market (2018E): Percentage Breakdown of Revenues by Company (includes corresponding Graph/Chart)

Android Invades Mobile Space

Factors Driving Growth in Mobile Advertisement Market

Personalized Nature of Advertising

Smartphones Find Favor with Mobile Advertising Firms

Table 2: World Smartphone Penetration (as a Percentage of Population) for Select Countries: 2018E (includes corresponding Graph/Chart)

Table 3: World Market for Smartphones (2016, 2018 & 2022): Breakdown of Sales in Million Units by Geographic Region/Country (includes corresponding Graph/Chart)

Table 4: Smartphone Penetration as a Proportion (%) of Total Mobile Users in Select Countries (2015 & 2017) (includes corresponding Graph/Chart)

Expansion of Mobile Internet and 3G/4G Technologies

Table 5: Worldwide Data Traffic by Device Type (2018E) - Percentage Breakdown of Data Traffic Volume for Mobile Phones, PC/ Laptops, Tablets, and Others (includes corresponding Graph/Chart)

Table 6: Worldwide Mobile Data Traffic by Application (2018E & 2022P) - Percentage Breakdown of Monthly Data Traffic Volume for Video, Data, Audio, and File Sharing (includes corresponding Graph/Chart)

Table 7: Worldwide Mobile Networks (2018E & 2022P): Percentage Breakdown of Number of Connections by Type of Network Technology (includes corresponding Graph/Chart)

New Formats Help Marketers Boost Mobile Video Advertising

Adoption of New Ad Formats

Digital Video Ads to Go Mobile First

Attracting Distracted Audiences

Infiltration of Social Networks

Opt-in Advertising: Giving Consumer the Choice

The Benefit of Frequency Cap

Custom Targeting

Favorable Response Rates & Instant Feedback

Value for Money

New Forms of Mobile Advertising

3.MARKET DYNAMICS

User Engagement: The Focal Point

Key Mobile Advertising Trends Shaping the Market

Mobile Video Content Set to Rule

Hyper-Locality?Trend of Search for Nearby Places

Brands Take Advantage of Sponsored Content

Messaging Apps

Time for Brands to Increase Investment in Mobile Advertising

Hardware-Related Developments: Major Influence on Mobile Ad Market Dynamics

New-Age Advertisements to Fuel Mobile Marketing Space

The Potential of Multimedia Mobile Marketing

Mobile Video Ads Surpass Online Video Ads

Singular Focus – Boon for Mobile Video Ads

Less Distraction

Not Limited to Peak Hours

Mobile Video Ad Applications Engage Users

Easier Frequency Management

iPad: Transforming the Mobile Advertising Marketplace

Metrics and Analytics Support Drives Mobile Marketing Success

Increase in Mobile Local Advertising

Telecom Operators to Gain from Mobile Advertising

Responsive Site Design to Influence Web-Traffic

Technological Advancements Drive Growth

NFC – Another Smart Approach

RTB – Adding Dynamism to Mobile Advertising

Geo-fencing – The New Buzzword for Brand Promotion

Economical Price Plans Promote Mobile Content

Mobile TV holds Bright Prospects in Mobile Advertising

Mobile Advertising to Provide Gains to Ringtone Vendors

Programmatic Buying & Selling – The New Growth Area

Retailers Rely on Mobile

ROPO and Show-Rooming – Derivatives of Mobile Proliferation

Select Key Statistical Data

Table 8: Global Mobile Ad Market (2018E): Percentage Breakdown of Target Audience by Age Group (includes corresponding Graph/Chart)

Table 9: Global Mobile Ad Market (2018E): Percentage Breakdown of Ad Spend for Target Audience by Gender (includes corresponding Graph/Chart)

Table 10: Global Mobile Ad Market (2018E): Percentage Breakdown of Mobile Ad Spending by Platform (includes corresponding Graph/Chart)

Table 11: Global Mobile Ad Market (2018E): Spending in US$ Billion by Country (includes corresponding Graph/Chart)

Table 12: Global Digital Ad Market (2018E): Spending in US$ Per Internet User by Leading Country (includes corresponding Graph/Chart)

Challenges Facing Mobile Advertising Market

Factor Restraining Growth in Mobile Advertising Market

Mobile Advertising Seeks to Resolve Technical Hurdles

Click Fraud – The Negative Aspect of Mobile Advertising

Concerns over Data Protection and Privacy

Traditional Mass Media Remains Relevant

Conflict of Interest in Pay-per-Click Model

Key Issues Affecting PPC Account of Mobile Advertisers

No One Seeing the Ads

Phone Not Ringing

Obsolete Landing Page Strategy

4.TECHNOLOGICAL INNOVATIONS

Mobile Devices – Ideal Partnership of Advertising and Technology

Viewpoints on Shaping the Future of Mobile Advertising

Giffgaff

NewVoiceMedia

Crate and Hustle & Grind

MonetizeMore

Purplegator & Advanced Telecom Services

Design & Digital Media, Orchestrate

Spatially

Choozle

FerebeeLane

Hylink North America

Richardson Marketing

Very Large Bits

Key Innovative Trends

User-Generated Content

Proactive Communication Using Chatbots

Combining Moving Content with Communication

Progressive Web Apps

AR and VR

AI and Machine Learning

Server Side Header Bidding

Privacy Protection

Fraud Elimination

Live Streaming, Out-streaming and Videos

Programmatic Advertising

Messaging and Chatbots

Service-based Monetization

Google AMP and ALP

5.SERVICE OVERVIEW

Definition

Success of Mobile Advertising: Key Determinant Factors

Mobile Advertising Value Chain

Mobile Advertising Formats

Mobile Messaging

SMS

MMS

Types of MMS Advertising Units

Mobile TV

Mobile Web

Types of Mobile Web Ad Units

Mobile Internet Advertising Vs Mobile Marketing

Advantages of Mobile Advertising

Mobile Vs Traditional Advertising Channels

Mobile Advertising Guidelines

6.COMPETITIVE LANDSCAPE

Mobile Advertising Platforms

Demand Side Platforms (DSPs)

Mobile Ad Servers and SSPs

App Install Platforms

Mobile-Affiliate Networks

Mobile Ad Analytics & Tracking

Mobile-Marketing Automation Platform

App-Store Advertising

6.1Focus on Select Players

4INFO (USA)

Alibaba Group Holding Limited (China)

Amazon.com, Inc. (USA)

Amobee, Inc. (USA)

Baidu, Inc. (China)

Conversant LLC (USA)

Facebook, Inc. (USA)

Google, Inc. (USA)

DoubleClick, Inc. (USA)

InMobi (India)

Microsoft Corporation (USA)

LinkedIn Corporation (USA)

Oath, Inc. (USA)

AOL, Inc. (USA)

ONE by AOL (USA)

Yahoo!, Inc. (USA)

Pandora Media, Inc. (USA)

Tencent, Inc. (China)

Twitter, Inc. (USA)

Velti (UK)

6.2Product Launches/Developments

Thinknear? Releases Geolink? Mobile Advertising Platform

MTN and Twinpine Unveil Upgraded Version of MTN Mobile Advertising

Reddit Rolls out New Native Mobile Ads

WeQ Launches WeQ Mobile Advertising Solutions

Oath Launches New Mobile Ad Formats

DDI Media Introduces DDI Mobile Advertising Platform

MobAir Launches MobAir Mobile App Marketing Platform in India

Facebook Rolls out Ads in the Facebook Messenger’s Mobile App

News UK Launches New Vertical Video Studio

Cheetah Mobile Launches Cheetah Ads

InMobi Launches a Suite of Advanced Mobile Video Ad Solutions in Europe

6.3Recent Industry Activity

AT&T Acquires AppNexus

Pandora Acquires AdsWizz

InMobi Acquires AerServ

RhythmOne Acquires YuMe

Eros Now Partners with InMobi

InMobi Partners with Microsoft to Enable New-Age CMOs

BSNL Partners with Call2Action Communication to Launch Mobile Advertising Platform

AMC Networks Partners with ACTV8me to Launch Mobile Ad Platform

InMobi Enters into Monetization Partnership with Airtel TV

Glispa Acquires JustAd

Taptica Acquires Adinnovation

Big Mobile Acquires Made Media

Line to Acquire Mobile Ad Tech Company – Five

Verizon Acquires Operating Business of Yahoo

Quotient Acquires Crisp Media

Google Partners with Bidalgo for Mobile Advertising

InMobi Partners with Talks Media for Mobile Advertising

TripleLift Partners with Tabmo to Improve Mobile Native Offering

InMobi Partners with Horyzon Media for Mobile Advertising

Twinpine Partners with Afmobi to Offer Palm Play Content Store and PalmChat Social

7.GLOBAL MARKET PERSPECTIVE

Table 13: World Recent Past, Current & Future Analysis for Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 14: World Historic Review for Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 15: World 14-Year Perspective for Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

Table 16: World Recent Past, Current & Future Analysis for Messaging-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 17: World Historic Review for Messaging-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 18: World 14-Year Perspective for Messaging-Based Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

Table 19: World Recent Past, Current & Future Analysis for Search-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 20: World Historic Review for Search-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 21: World 14-Year Perspective for Search-Based Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

Table 22: World Recent Past, Current & Future Analysis for Display-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 23: World Historic Review for Display-Based Mobile Advertising by Geographic Region - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 24: World 14-Year Perspective for Display-Based Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

8.REGIONAL MARKET PERSPECTIVE

8.1The United States

A. Market Analysis

Current & Future Analysis

Mobile Advertisement Driving Future Growth of Brands

Tiny Screen?Huge Potential

Snapshots

Factors Driving Growth of Mobile Advertisements

Factors Restraining Growth of Mobile Advertisements

Market Dynamics

Advanced Mobile Devices Foster Growth in Mobile Advertising Market

Rising Popularity of Smartphones

Mobile Advertisement to Expand its Share in Digital Ad Spending

Major Mobile and In-App Ad Trends

Table 25: US Mobile Internet Ad Market (2014-2022P): Spending as a Proportion of Total Digital Ad Spending (includes corresponding Graph/Chart)

Mobile Display Advertising on the Rise

Mobile Ads Surpass Browser-Based Standard Banner Ads

Advanced Mobile Technology to Promote Growth

Growing Importance of Mobile Advertising Strategy for Modern Marketers

Key Statistical Data

Table 26: US Digital Ad Market (2018E): Percentage Breakdown of Ad Spending by Industry (includes corresponding Graph/Chart)

Table 27: Leading Smartphone Apps in the US Mobile Ad Market Ranked by Audience Reach (in %) for 2018E (includes corresponding Graph/Chart)

Table 28: Leading Players in the US Mobile Internet Ad Market (2018E): Percentage Breakdown of Revenues by Company (includes corresponding Graph/Chart)

Table 29: Leading Players in the US Mobile Internet Search Ad Market (2018E): Percentage Breakdown of Revenues by Company (includes corresponding Graph/Chart)

Table 30: Leading Players in the US Mobile Internet Display Ad Market (2018E): Percentage Breakdown of Revenues by Company (includes corresponding Graph/Chart)

B. Market Analytics

Table 31: The US Recent Past, Current & Future Analysis for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 32: The US Historic Review for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 33: The US 14-Year Perspective for Mobile Advertising by Category - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

8.2Canada

A. Market Analysis

Current & Future Analysis

Mobile Extends New Opportunity for Canadian Advertisers

Table 34: Canadian Mobile Internet Ad Market (2014-2022P): Spending as a Proportion of Total Digital Ad Spending (includes corresponding Graph/Chart)

Challenges Confronting Mobile Advertising in Canada

B. Market Analytics

Table 35: Canadian Recent Past, Current & Future Analysis for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 36: Canadian Historic Review for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 37: Canadian 14-Year Perspective for Mobile Advertising by Category - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

8.3Japan

A. Market Analysis

Current & Future Analysis

Table 38: Japanese Mobile Internet Ad Market (2014-2022P): Spending as a Proportion of Total Digital Ad Spending (includes corresponding Graph/Chart)

Market Overview

Smooth Way Ahead for Mobile Advertising

B. Market Analytics

Table 39: Japanese Recent Past, Current & Future Analysis for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 40: Japanese Historic Review for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 41: Japanese 14-Year Perspective for Mobile Advertising by Category - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

8.4Europe

A. Market Analysis

Current & Future Analysis

Overview

Europe Sees Rise in Mobile Ad Spending as a Proportion of Digital Ad Spending

Table 42: European Mobile Internet Ad Market (2014-2022P): Spending as a Proportion of Total Digital Ad Spending by Select Country (includes corresponding Graph/Chart)

Factors Driving Growth of Mobile Advertisements

Factors Restraining Growth of Mobile Advertisements

Market Dynamics

Search and Display: Largest Revenue Generators

Western Europe Exhibits Higher Growth Prospects

B. Market Analytics

Table 43: European Recent Past, Current & Future Analysis for Mobile Advertising by Geographic Region - France, Germany, Italy, UK, Spain, Russia, and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 44: European Historic Review for Mobile Advertising by Geographic Region - France, Germany, Italy, UK, Spain, Russia, and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 45: European 14-Year Perspective for Mobile Advertising by Geographic Region - Percentage Breakdown of Annual Revenues for France, Germany, Italy, UK, Spain, Russia, and Rest of Europe Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

Table 46: European Recent Past, Current & Future Analysis for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 47: European Historic Review for Mobile Advertising by Category - Messaging, Search, and Display Markets Independently Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

Table 48: European 14-Year Perspective for Mobile Advertising by Category - Percentage Breakdown of Annual Revenues for Messaging, Search, and Display Markets for Years 2011, 2018 and 2024 (includes corresponding Graph/Chart)

8.4.1France

A. Market Analysis

Current & Future Analysis

Significant Mobile Ownership Fails to Surge Mobile Advertising Market

Technology Improvements – A Must for Advances in the Market

B. Market Analytics

Table 49: French Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 50: French Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

8.4.2Germany

A. Market Analysis

Current & Future Analysis

A Peek into German Mobile Market Dynamics

Table 51: German Smartphone Market (2018E): Percentage Breakdown of Smartphone by Operating System (includes corresponding Graph/Chart)

Table 52: Internet Usage in Germany (2017E): Percentage Breakdown of Browser-Based Web-Page Views by Type of Device (includes corresponding Graph/Chart)

Smartphones to Drive Mobile Internet Use and Ad Spending

Major Users of Mobile Advertising

B. Market Analytics

Table 53: German Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 54: German Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

8.4.3Italy

Market Analysis

Table 55: Italian Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 56: Italian Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

8.4.4The United Kingdom

A. Market Analysis

Current & Future Analysis

Mobile Emerges as a Key Marketing Channel for Brands

Mobile Advertisers Leverage Metrics Measurement System

Mobile Internet Advertising Gains Popularity

B. Market Analytics

Table 57: The UK Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 58: The UK Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

8.4.5Spain

Market Analysis

Table 59: Spanish Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 60: Spanish Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

8.4.6Russia

Market Analysis

Table 61: Russian Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 62: Russian Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

8.4.7Rest of Europe

Market Analysis

Table 63: Rest of Europe Recent Past, Current & Future Analysis for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2016 through 2024 (includes corresponding Graph/Chart)

Table 64: Rest of Europe Historic Review for Mobile Advertising Analyzed with Annual Revenue Figures in US$ Thousand for Years 2011 through 2015 (includes corresponding Graph/Chart)

8.5Asia-Pacific

A. Market Analysis

Current & Future Analysis

Overview

Rising Penetration of Mobile Devices

Mobile Advertising: A High Growth Market

Table 65: Asia-Pacific Mobile Internet Ad Market (2014-2022P): Spending as a Proportion of Total Digital Ad Spending by Select Country (includes corresponding Graph/Chart)

A Highly Diverse Market

Robust Rise in Mobile Internet User Base

Table 66: Internet Users in Select Asian Countries (2017E) (includes corresponding Graph/Chart)

Table 67: Mobile Phone Internet Penetration in Asia-Pacific (2012 to 2020P) (includes corresponding Graph/Chart)

Challenges for Mobile Advertising

Market Dynamics

Strong Growth for South East Asian Markets

Text Messaging Continues to Retain Significance in Mobile Marketing

Mobile Search Holds Maximum Popularity

Mobile Videos: Potential for Growth

Embedded Advertisements and App-vertising on the Rise

Smarter Advertisements for Smartphones

Companies Increasingly Promoting Mobile Advertising

B. Market Analytics

Table 68: Asia-Pacific Rec