Summary

Companies are increasingly embracing mobile phones as a viable channel to target consumers with brand messaging. Mind Commerce's lates report, "Mobile Marketing & Advertising: Challenges and Opportunities," forecasts that spending in this medium will grow to $19 billion by 2012 from about $1.6 billion today. Fueling this growth are improvements in mobile technology by leading cellular service providers, increased consumer adoption of mobile phones, and a growing niche market of suppliers of mobile search, messaging, and marketing services.

This research explores the current mobile marketing and advertising market, evaluating methods companies are using to effectively leverage it as a platform to enhance brand awareness and increase sales effectiveness. The report examines the leading suppliers to the mobile marketing industry and analyzes how their products are impacting the way consumers opt-in to cell phone-delivered marketing messages and increasingly use their phones to search for, and even purchase, products and services.

Key Findings

2008 will be a breakthrough year for mobile spending as marketers worldwide move from disillusionment over their expected return from this platform to the realization that mobile can enhance consumer brand equity
The current mobile advertising and marketing universe is beset by a whirlwind of activity in which, by mid-2009, Mind Commerce expects will be dominated by a few key mobile marketing suppliers
Mobile search is playing an increasingly important role in helping cell subscribers navigate the mobile Web. Marketers are allocating their mobile dollars to algorithmic search (which enables results to be listed in order of relevance) and sponsored search, which includes ad placements.
Current trends point to U.S. consumers adopting mobile messaging and search more readily than European cellular subscribers.
The U.S. is still far behind many other global markets likely due to the strong landline system and slower migration of consumers to mobile. In addition, wireless networks and handset manufactures remain a highly fragmented industry in the U.S.,
Mobile ad networks are engaged in a competitive front to win premium inventory and offer it to high-profile brands. Advertisers demand increased reach of the networks for them to make it as part of the regular marketing budgets of Fortune 500 brands.
Mind Commerce forecasts significant changes by 2012 in terms of spending distribution of all of the mobile marketing subcategories - mobile search, particularly localized search, will dominate.

Target Audiences
Marketing and advertising executives
Mobile telecom carriers
Mobile technology suppliers
Yellow pages publishers
Media content providers

Companies Covered
Mobile search and content providers: Google, Yahoo, MSN, Enpocket, ICrossing, Go2, Whitepages.com
Mobile advertising networks: DoubleClick, Greystripe, AdMob, Third Screen Media, Millennial Media
Research firms: eMarketer, Jupiter, Kelsey, Gartner, ABI, Strategy Analytics, Informa
Mobile telecom carriers: Nokia, Verizon, T-Mobile, AT&T, Nextel, U.S. Cellular
Key Benefits
Learn the different forms of mobile marketing and which subcategories will excel in the long term
Examine the mobile marketing vendor landscape and discover which vendors will survive the supplier shakeout
Understand the critical success factors that will drive future mobile marketing business models
Grasp the dizzying array of mobile marketing spending forecasts and know where to allocate future marketing resources

Table of Contents
Section 1 The Rise of Mobile Marketing

Mobile Becomes Viable Marketing Channel
Few Vendors Will Dominate Mobile Market
Mobile Messaging and Mobile Search Generate Interest
Marketers Differ on the Best Messaging Platform
Mobile Search Will Be Dominant Marketing Platform
Consumers Flock to Mobile Search for Specific Tasks
U.S. Mobile Searchers Prefer Task-Driven Content
U.S. Mobile Searchers Prefer Ad-Supported Format, says Survey
Telecom Companies Reluctant to Develop Ad-Based Messaging Models
Mobile Marketing Reaches Elusive Younger Male Demographic
Mobile Video Is Fastest Growing Content Sector
Section 2 The Mobile Marketing Opportunity

Spending Forecasts Vary Among Researchers
European Mobile Marketing Will Grow Gradually
Asia is Mobile Global Leader
Growth of Mobile Marketing Spending Faces Inherent Challenges
Trade Groups Develop Mobile Marketing Guidelines
One-Third of Mobile Users Recall Advertising Today
Mobile Campaigns are Still Pricey
Section 3 Mobile Marketing Vendor Shakeout

Suppliers Provide Diverse Set of Offerings
Google Dominates Mobile Search and Content Aggregation
Advertising Networks Vie for Leading Brand Clientele
Mobile Phone Carriers to Focus on Platform Access
Section 4 The Mobile Marketing Forecast

Global Market Spending to Reach $19B by 2012
Immediate Measurement of Campaign Success Attracts Advertisers
Section 5 Recommendations: Planning Mobile Campaigns