HOME Top Market Reports Cross Platform and Mobile Advertising Market by Advertising Platform, Solution (Advertising Campaign Solutions, Content Delivery Solutions, and others), by End User, by Vertical, and by Geography - Forecast to 2020

Cross Platform and Mobile Advertising Market by Advertising Platform, Solution (Advertising Campaign Solutions, Content Delivery Solutions, and others), by End User, by Vertical, and by Geography - Forecast to 2020

By: marketsandmarkets.com
Publishing Date: August 2015
Report Code: TC 1401

 

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The consumption of mobile media and the integration of cross devices platform continue to grow at a phenomenal rate due to the rapid adoption of mobile and other devices. The next level of advertising is cross-platform advertising that targets on reaching audiences on their desktops and follow them to their smartphones, tablets, and other mobile devices. The market for mobile advertising and cross platform advertising is doubling Year–On-Year (Y-O-Y) and the growth of smartphone usage is expected to drive mobile advertising market in the coming years. This report outlines the global spending on mobile as well as cross-platform advertising’s (ads) revenue distribution pattern of different types of channels. This report also provides a complete analysis of all vendors within the mobile advertising and cross-platform advertising ecosystem.

The major players include Google, Millennial Media, Apple, Jumptap, Yahoo!, Microsoft, Mojiva, InMobi, Facebook and Tapad. Some of these players provide cross-platform and mobile advertising platform and some focuses only on mobile advertising.

The report on cross-platform and mobile advertising provides global cross platform market trends, overall adoption scenarios, competitive landscape, and key drivers and opportunities in this market. It aims at estimating the current market size and the future growth potential of this market across verticals and regions based on various types of advertising and devices.

The report also focuses on various regional markets for each of the sub-segments within the cross-platform and mobile advertising market. The major geographical regions include North America (NA), Europe, Latin America, Asia Pacific (APAC), and Middle East and Africa (MEA).

MarketsandMarkets has segmented the global cross-platform and mobile advertising market by advertising platform types, solutions, services, devices, advertising types, organization size, verticals, and regions:

On the basis of advertising platform types:

Advertising platform types are classified into mobile advertising platform and cross-platform advertising.

On the basis of solutions:

Solutions are segmented into advertisement campaign solutions, content delivery solutions, integrated solutions, reporting and analytics solutions, mobile proximity solutions, and other solutions.

On the basis of advertising types:

Advertising types are segmented into search advertising, short message service (SMS)/multimedia messaging service (MMS)/Peer-to-Peer (P2P) messaging, rich media (video advertising) and display advertising, in-game advertising, mobile digital coupons, and in-app advertising.

On the basis of organization size:

Organization size is classified into small and medium-scale enterprises (SMEs) and enterprises.

On the basis of verticals:

Verticals are segmented into consumer goods, retail, and restaurants, telecom and Information Technology (IT), Banking, Financial Services, and Insurance (BFSI), media and entertainment, travel, transportation and automobile, and supply chain and logistics, healthcare, energy, power, and utilities, academia and government, and others.

On the basis of geographical regions:

Geographical regions are classified into North America (NA), Europe, Asia Pacific (APAC), Middle East and Africa (MEA), and Latin America (LA).

Table of Contents

1 Introduction (Page No. - 15)
    1.1 Objectives of the Study
    1.2 Market Definition
    1.3 Market Scope
           1.3.1 Markets Covered
           1.3.2 Years Considered for the Study
    1.4 Currency
    1.5 Limitations
    1.6 Stakeholders

2 Research Methodology (Page No. - 18)
    2.1 Research Data
           2.1.1 Secondary Data
                    2.1.1.1 Key Data From Secondary Sources
           2.1.2 Primary Data
                    2.1.2.1 Key Data From Primary Sources
           2.1.3 Key Industry Insights
    2.2 Market Size Estimation
           2.2.1 Bottom-Up Approach
           2.2.2 Top-Down Approach
    2.3 Market Breakdown and Data Triangulation
    2.4 Research Assumptions and Limitations

3 Executive Summary (Page No. - 26)

4 Premium Insights (Page No. - 30)
    4.1 Attractive Market Opportunities in Market
    4.2 Market: Transaction Modes
    4.3 Market Size, By Type of Advertising 2015
    4.4 Cross-Platform and Mobile Advertising Market, 2015 - 2020
    4.5 Lifecycle Analysis, By Region, 2015

5 Cross-Platform and Mobile Advertising Market Overview (Page No. - 34)
    5.1 Introduction
    5.2 Evolution
    5.3 Market Segmentation
           5.3.1 By Advertising Platform
           5.3.2 By Solution
           5.3.3 By End User
           5.3.4 By Type of Advertising
           5.3.5 By Vertical
           5.3.6 By Region
    5.4 Market Dynamics
           5.4.1 Drivers
                    5.4.1.1 Increase in Mobile Internet Devices
                    5.4.1.2 Multiple Advertising Platform
                    5.4.1.3 Increase in Usage of Mobile Web
                    5.4.1.4 Emerging Trend of Mobile Application
           5.4.2 Restraints
                    5.4.2.1 Location and Privacy Concerns
           5.4.3 Opportunities
                    5.4.3.1 Emergence of Social Media
                    5.4.3.2 High Demand for Rich Communication Services
           5.4.4 Challenges
                    5.4.4.1 Heavy Investments in New and Innovative Methods
                    5.4.4.2 Complex Cross-Platform Advertising

6 Cross-Platform and Mobile Advertising Market: Industry Trends (Page No. - 44)
    6.1 Introduction
    6.2 Value Chain Analysis
    6.3 Porter’s Five Forces Analysis
           6.3.1 Threat of New Entrants
           6.3.2 Threat of Subsitutes
           6.3.3 Bargaining Power of the Suppliers
           6.3.4 Bargaining Power of the Buyers
           6.3.5 Intensity of Competitive Rivalry

7 Cross-Platform and Mobile Advertising Market Analysis, By Advertising Platform (Page No. - 47)
    7.1 Introduction
    7.2 Cross-Platform Advertising
    7.3 Mobile Advertising

8 Cross-Platform and Mobile Advertising Market Analysis, By Solution (Page No. - 51)
    8.1 Introduction
    8.2 Advertising Campaign Solutions
    8.3 Content Delivery Solutions
    8.4 Integrated Solutions
    8.5 Reporting and Analytics Solutions
    8.6 Mobile Proximity Solutions
    8.7 Others

9 Cross-Platform and Mobile Advertising Market Analysis, By Type of Advertising (Page No. - 59)
    9.1 Introduction
    9.2 Search Advertising
    9.3 SMS/MMS/P2P Messaging Advertising
    9.4 Rich Media
    9.5 Display Advertising
    9.6 In-Game Advertising
    9.7 In-App Advertising
    9.8 Others

10 Cross-Platform and Mobile Advertising Market Analysis, By End User (Page No. - 66)
     10.1 Introduction
     10.2 Small and Medium Enterprises
     10.3 Enterprises

11 Cross-Platform and Mobile Advertising Market Analysis, By Vertical (Page No. - 70)
     11.1 Introduction
     11.2 Consumer Goods, Retail, and Restaurants
     11.3 Telecom and IT
     11.4 Banking, Financial Services, and Insurance (BFSI)
     11.5 Media and Entertainment
     11.6 Travel, Transportation, and Automobile
     11.7 Supply Chain and Logistics
     11.8 Healthcare
     11.9 Energy, Power and Utilities
     11.10 Academia and Government
     11.11 Others

12 Geographic Analysis (Page No. - 80)
     12.1 Introduction
     12.2 North America (NA)
     12.3 Europe
     12.4 Asia-Pacific (APAC)
     12.5 Middle East and Africa (MEA)
     12.6 Latin America (LA)

13 Competitive Landscape (Page No. - 96)
     13.1 Overview
     13.2 Competitive Situations and Trends
             13.2.1 New Product/Service Launches
             13.2.2 Partnerships
             13.2.3 Strategic Acquisitions

14 Company Profiles (Page No. - 101)
(Overview, Products & Services, Strategies & Insights, Developments and MnM View)*
     14.1 Introduction
     14.2 Google, Inc.
     14.3 Facebook, Inc.
     14.4 Apple Inc
     14.5 SAP SE
     14.6 Microsoft Corporation
     14.7 AOL
     14.8 Millenial Media
     14.9 Yahoo! Inc.
     14.10 Amobee, Inc.
     14.11 Inmobi
     14.12 Flytxt

*Details on Overview, Products & Services, Strategies & Insights, Developments and MnM View Might Not Be Captured in Case of Unlisted Companies.

15 Appendix (Page No. - 129)
     15.1 Industry Excerpts
     15.2 More Developments
             15.2.1 New Developments
             15.2.2 Partnerships
             15.2.3 Strategic Acquisitions
     15.3 Discussion Guide
     15.4 Introducing RT: Real-Time Market Intelligence
     15.5 Available Customizations
     15.6 Related Reports


List of Tables (71 Tables)

Table 1 Cross-Platform and Mobile Advertising Market: Assumptions
Table 2 Market Size and Growth Rate, 2013–2020 (USD Billion, Y-O-Y %)
Table 3 Increase in Mobile Internet Devices and Emerging Trend of Mobile Applications are Driving the Market
Table 4 Location and Privacy Concerns are Hindering the Growth of Market
Table 5 Social Media and Rich Communication Services Will Be Acting as Opportunities for Market
Table 6 High Capital Invested is Hampering the Growth of Cross-Platform and Mobile Advertising
Table 7 Cross-Platform and Mobile Advertising Market Size, By Advertising Platform, 2013–2020 (USD Million)
Table 8 Cross-Platform Advertising Market Size, By Region, 2013–2020 (USD Million)
Table 9 Mobile Advertising Market Size, By Region, 2013–2020 (USD Million)
Table 10 Market Size, By Solution, 2013–2020 (USD Million)
Table 11 Advertising Campaign Solutions: Market Size, By Region, 2013–2020 (USD Million)
Table 12 Advertising Campaign Solutions: Market Size, By End User, 2013–2020 (USD Million)
Table 13 Content Delivery Solutions: Market Size, By Region, 2013–2020 (USD Million)
Table 14 Content Delivery Solutions: Market Size, By End User, 2013–2020 (USD Million)
Table 15 Integrated Solutions: Market Size, By Region, 2013–2020 (USD Million)
Table 16 Integrated Solutions: Market Size, By End User, 2013–2020 (USD Million)
Table 17 Reporting and Analytics Solutions: Market Size, By Region, 2013–2020 (USD Million)
Table 18 Reporting and Analytics Solutions: Market Size, By End User, 2013–2020 (USD Million)
Table 19 Mobile Proximity Solutions: Market Size, By Region, 2013–2020 (USD Million)
Table 20 Mobile Proximity Solutions: Market Size, By End User, 2013–2020 (USD Million)
Table 21 Others: Market Size, By Region, 2013–2020 (USD Million)
Table 22 Others: Market Size, By End User, 2013–2020 (USD Million)
Table 23 Cross-Platform and Mobile Advertising Market Size, By Type of Advertising, 2013–2020 (USD Million)
Table 24 Search Advertising: Market Size, By Region, 2013–2020 (USD Million)
Table 25 SMS/MMS/P2P Messaging Advertising: Market Size, By Region, 2013–2020 (USD Million)
Table 26 Rich Media: Market Size, By Region, 2013–2020 (USD Million)
Table 27 Display Advertising: Market Size, By Region, 2013–2020 (USD Million)
Table 28 In-Game Advertising: Market Size, By Region, 2013–2020 (USD Million)
Table 29 In-App Advertising: Market Size, By Region, 2013–2020 (USD Million)
Table 30 Others: Market Size, By Region, 2013–2020 (USD Million)
Table 31 Cross-Platform and Mobile Advertising Market Size, By End User, 2013–2020 (USD Million)
Table 32 Small and Medium Enterprises: Market Size, By Region, 2013–2020 (USD Million)
Table 33 Enterprises: Market Size, By Region, 2013–2020 (USD Million)
Table 34 Cross-Platform and Mobile Advertising Market Size, By Vertical, 2013–2020 (USD Million)
Table 35 Consumer Goods, Retail, and Restaurants: Market Size, By Region, 2013–2020 (USD Million)
Table 36 Telecom and IT: Market Size, By Region, 2013–2020 (USD Million)
Table 37 Banking, Financial Services, and Insurance: Market Size, By Region, 2013–2020 (USD Million)
Table 38 Media and Entertainment: Market Size, By Region, 2013–2020 (USD Million)
Table 39 Travel, Transportation, and Automobile: Market Size, By Region, 2013–2020 (USD Million)
Table 40 Supply Chain and Logistics: Market Size, By Region, 2013–2020 (USD Million)
Table 41 Healthcare: Market Size, By Region, 2013–2020 (USD Million)
Table 42 Energy, Power and Utilities: Market Size, By Region, 2013–2020 (USD Million)
Table 43 Academia and Government: Market Size, By Region, 2013–2020 (USD Million)
Table 44 Others: Market Size, By Region, 2013–2020 (USD Million)
Table 45 Cross-Platform and Mobile Advertising Market Size, By Region, 2013–2020 (USD Million)
Table 46 North America: Market Size, By Vertical, 2013–2020 (USD Million)
Table 47 North America: Market Size, By Solution, 2013–2020 (USD Million)
Table 48 North America: Market Size, By End User, 2013–2020 (USD Million)
Table 49 North America: Market Size, By Advertising Platform, 2013–2020 (USD Million)
Table 50 Europe: Market Size, By Vertical, 2013–2020 (USD Million)
Table 51 Europe: Market Size, By Solution, 2013–2020 (USD Million)
Table 52 Europe: Market Size, By End User, 2013–2020 (USD Million)
Table 53 Europe: Market Size, By Advertising Platform, 2013–2020 (USD Million)
Table 54 Asia-Pacific: Market Size, By Vertical, 2013–2020 (USD Million)
Table 55 Asia-Pacific: Market Size, By Solution, 2013–2020 (USD Million)
Table 56 Asia-Pacific: Market Size, By End User, 2013–2020 (USD Million)
Table 57 Asia-Pacific: Market Size, By Advertising Platform, 2013–2020 (USD Million)
Table 58 Middle East and Africa: Market Size, By Vertical, 2013–2020 (USD Million)
Table 59 Middle East and Africa: Market Size, By Solution, 2013–2020 (USD Million)
Table 60 Middle East and Africa: Market Size, By End User, 2013–2020 (USD Million)
Table 61 Middle East and Africa: Market Size, By Advertising Platform, 2013–2020 (USD Million)
Table 62 Latin America: Market Size, By Vertical, 2013–2020 (USD Million)
Table 63 Latin America: Market Size, By Solution, 2013–2020 (USD Million)
Table 64 Latin America: Market Size, By End User, 2013–2020 (USD Million)
Table 65 Latin America: Market Size, By Advertising Platform, 2013–2020 (USD Million)
Table 66 New Product/Service Launches, 2015
Table 67 Partnerships, 2014-2015
Table 68 Strategic Acquisitions, 2014-2015
Table 69 New Developments, 2013–2015
Table 70 Partnerships, 2012–2015
Table 71 Strategic Acquisitions, 2013–2015


List of Figures (51 Figures)

Figure 1 Cross-Platform and Mobile Advertising Market Segmentation
Figure 2 Market: Research Design
Figure 3 Market Size Estimation Methodology: Bottom-Up Approach
Figure 4 Market Size Estimation Methodology: Top-Down Approach
Figure 5 Data Triangulation
Figure 6 Advertising Campaign Solutions to Lead the Market in the Solutions Segment
Figure 7 North America to Lead the Market During the Forecast Period
Figure 8 Enterprises Will Lead the Market in the End Users Segment By 2020
Figure 9 North America Dominates the Cross-Platform and Mobile Advertising Market While Middle East and Africa and Latin America Project Potential Growth, 2015
Figure 10 Social Media Offers Attractive Market Opportunities in the Market
Figure 11 Advertising Campaign Solution is Expected to Hold the Highest Market Share Among All the Solutions (2015)
Figure 12 In-App Advertising and In-Game Advertising to Grow at High Growth Rate During the Forecast Period
Figure 13 Middle East and Africa Market to Grow at the Highest Compound Annual Growth Rate During the Forecast Period
Figure 14 Healthcare Vertical is Expected to Grow With Highest Growth Rate During the Forecast Period
Figure 15 Middle East and Africa and Latin America are Expected to Have High Growth Rate in the Coming Five Years
Figure 16 Market: Evolution
Figure 17 Market Segmentation: By Advertising Platform
Figure 18 Market Segmentation: By Solution
Figure 19 Market Segmentation: By End User
Figure 20 Market Segmentation: By Type of Advertising
Figure 21 Market Segmentation: By Vertical
Figure 22 Market Segmentation: By Region
Figure 23 Cross-Platform and Mobile Advertising: Market Dynamics
Figure 24 Porter’s Five Forces Analysis (2015) – Cross-Platform and Mobile Advertising
Figure 25 Cross-Platform is the Fastest Growing Advertising Platform in the Cross-Platform and Mobile Advertising Market
Figure 26 Advertising Campaign Solution to Lead the Cross-Platform and Mobile Advertising Solution Market
Figure 27 Search Advertising to Lead the Cross-Platform and Mobile Advertising Market
Figure 28 Enterprises to Lead the Cross-Platform and Mobile Advertising End User Market
Figure 29 Consumer Goods, Retails, and Restaurants to Lead the Cross-Platform and Mobile Advertising Vertical Market in Terms of Market Size During the Forecast Period (2015-2020)
Figure 30 Geographic Snapshot (2015-2020): Rapid Growth Markets are Emerging as New Hot Spots
Figure 31 Middle East and Africa and Latin America are the Fastest Growing Region in the Cross-Platform and Mobile Advertising Market
Figure 32 SMES and Enterprises in APAC, MEA, and Latin America are Using the Potential of Cross-Platform and Mobile Advertising to Showcase Their Offerings to the Customers
Figure 33 North America Market Snapshot
Figure 34 Middle East and Africa Market Snapshot: Investment in Small and Medium Enterprises End User Will Drive the Market
Figure 35 Companies Adopted New Product/Service Launch as the Key Growth Strategy Over the Last Four Years
Figure 36 Facebook Grew at the Fastest Rate Between 2012-2014
Figure 37 Market Evaluation Framework
Figure 38 Battle for Market Share: New Product Or Service Launch Was the Key Strategy
Figure 39 Geographic Revenue Mix of Top Five Companies
Figure 40 Google, Inc.: Company Snapshot
Figure 41 Google, Inc.: SWOT Analysis
Figure 42 Facebook, Inc.: Company Snapshot
Figure 43 Facebook: SWOT Analysis
Figure 44 Apple Inc.: Company Snapshot
Figure 45 Apple Inc.: SWOT Analysis
Figure 46 SAP SE: Company Snapshot
Figure 47 SAP SE: SWOT Analysis
Figure 48 Microsoft Corporation: Company Snapshot
Figure 49 Microsoft: SWOT Analysis
Figure 50 Millenial Media: Company Snapshot
Figure 51 Yahoo: Company Snapshot

Cross-platform and mobile advertising is a type of interactive advertising and emerged as one of the important types of advertising in the digital marketing. Cross-platform advertising and mobile advertising are two different concepts. At present, the mobile advertising is one of the fastest growing markets due the evolution of new technologies such as 3G and 4 G and increase in the usage of smartphones and tablets among users, which further increase the penetration of internet across the globe. The cross-platform advertising is an emerging concept and it is the buzz word in digital marketing. Users are depending on multiscreen for online shopping; most of them are spending their media time on computer, laptops, smartphones, tablets, and smart TVs. All these consumer behaviors created opportunities for cross-platform advertising. It helps advertisers to retarget their customers on multiple devices through similar advertisement.

The market incorporates various solutions such as advertisement campaign, content delivery, integrated solutions, reporting and analytics solutions, and mobile proximity solutions. These solutions play an important role to offer various types of advertisement such as search, SMS/MMS/P2P messaging advertising, rich media (video advertising) and display advertising, in-game advertising, in-app advertising, and others. These advertisements help SMEs and Enterprises to target their consumers at any time from any location. Consumers prefer these types of advertisings because these mediums are more specific, personal, and target oriented that give positive results for ad campaigns.

The cross-platform and mobile advertising market is growing because of the development of wireless technologies, wireless devices, and smart devices for communication, entertainment, information, and shopping. The consumer goods, retail, and restaurants sector is implementing cross-platform and mobile advertising solutions in their marketing strategy to engage their customers more on their personal as well as other mobile devices. Initially, they target their customers on personal devices and then again they retarget them on Personal Computers (PCs), laptops, and smart TVs through cross-platform advertising. Besides consumer goods, retail, and restaurants vertical, this market also has huge growth potential in Healthcare, media and entertainment, travel, transportation, and automobile, BFSI, and Telecom and Its.

Furthermore, the major vendors involved in the cross-platform and mobile advertising are Google, Facebook, AOL, SAP SE, Apple, Yahoo, and Microsoft among others. The key strategies used by these vendors include partnerships and acquisitions to increase their market share and reach in the global cross platform and mobile advertising market.

The study helps to understand the structure of the cross-platform and mobile advertising ecosystem and is intended to help publishers, advertisers, and agencies to serve their customers better.

The table given below highlights the cross-platform and mobile advertising market size. The overall market size is expected to grow from $25.19 Billion in 2015 to $80.45 Billion in 2020, at an estimated CAGR of 26.1%.

Cross-Platform and Mobile Advertising Market

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