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Mobile Marketing & Media
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Overview
Mobile Marketing & Media analyzes the behavior and attitudes of mobile consumers, identifies important trends, and flags business opportunities in the rapidly evolving mobile sector. With more than 220 million mobile subscribers in the United States, media companies and advertisers alike have new opportunities to reach consumers in a highly targeted manner on a personal device. Between 2002 and 2006 alone, the percentage of young adults and teens using their cell phones for services beyond simple voice, including ring tones, games, and messaging rose from less than 50 percent in 2002 to more than 90 percent in 2006. Adoption of messaging and multimedia (e.g., music, games, video) on handsets has become widespread offering media companies and advertisers unique opportunities to connect with their customers in a creative and rich media environment. Using consumer surveys, executive surveys, forecast models and high-level executive interviews, Mobile Marketing & Media will provide strategic guidance to media companies and advertisers companies with a vital interest in consumer attitudes, usage models and market viability in the mobile environment.
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Research Topics
- Ad Networks and Mobile Advertising
- Mobile & Complementary Content Strategies
- Mobile Agencies
- Mobile Coupons
- Mobile Marketing and Media Forecasts
- Mobile Media Planning
- Mobile Music
- Mobile Search Landscape and Economics
- Mobile Video and Advertising
- SMS Marketing
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Location Marketing
Unlocking the Potential of Geo-targeting
Concept Report
Neil Strother -
September 17, 2008
As cell phones become increasingly location-aware, marketers are seeking ways to deliver relevant messages.
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MMS Marketing
Limited Reach, Complexity, and Cost Hinder Near-Term Growth
Concept Report
Neil Strother -
September 9, 2008
Multimedia Messaging Service (MMS) offers potential as a new and richer method for marketers to connect with consumers beyond text messaging, but significant hurdles remain.
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Mobile Search
Unlocking the Potential for Advertisers
Vision Report
Neil Strother -
July 16, 2008
Marketers are poised to deploy tactics around mobile search, yet consumer adoption remains low. The challenge for marketers will be to leverage the early adopters and prepare for the coming growth.
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Nikon D40 Gets Mobile Lift from Slifter
Case Study
Neil Strother -
July 14, 2008
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Sega Drives ROI with Savvy Mobile Search Campaign
Case Study
Neil Strother -
July 14, 2008
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Ironman Deploys Mobile Marketing Scheme That Increases Brand Impressions and Fans' Involvement
Case Study
Neil Strother -
April 21, 2008
Participants include Ironman, Sportgenic (formerly Active Athlete), AT&T, and GSD&M Idea City.
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Mobile Marketing
Embracing the Emerging Channel to Gain a Competitive Edge
Vision Report
Neil Strother -
April 21, 2008
Growing numbers of advertisers are using mobile marketing tactics for their brands, but few have enough experience, if any, to devote significant dollars to the emerging channel.
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Pepsi Uses Mobile to Drive Branding Initiative in Run-up to Super Bowl
Case Study
Neil Strother -
April 21, 2008
Participants include PepsiCo (Pepsi), Enpocket, the National Football League (NFL), Sprint, and IMG.
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Toyota Goes Mobile and Reaches Target Audience for its Trendy FJ Cruiser
Case Study
Neil Strother -
April 21, 2008
Participants include Toyota, The Hyperfactory, Saatchi & Saatchi, Sprint, MobiTV, and go2 Media (go2).
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Mobile Music
Discerning the Right Business Models
Concept Report
Neil Strother -
April 9, 2008
Twenty-one percent of US cell phone owners have MP3-capable handsets, yet few are downloading and listening to songs. Now, new business models are emerging to drive greater adoption.
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Mobile Coupons
Identifying New Opportunities Beyond Early Trials
Concept Report
Neil Strother -
February 26, 2008
Coupons have resonated with cost-conscious consumers for decades. Now, advertisers are deploying digital coupons on cell phones, aiming to exploit the inherent location and real-time delivery capabilities that make for a more compelling solution than traditional paper coupons.
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US Mobile Marketing Forecast, 2007 to 2012
Cutting to the Core Revenue Opportunity
Vision Report
Neil Strother -
January 24, 2008
Marketers see great potential in pushing more messages to cell phones as the US cell phone penetration rate grows and the platform's unique personal nature offers closer individual targeting.
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