Mobile Services to Capture More Advertising Revenue in Emerging Markets, Finds Pyramid Research
CAMBRIDGE, Mass/PRNewswire/ -- As market penetration
rates for mobile services continue to soar in emerging markets,
advertisers are expected to dramatically increase their spending on
"third-screen" ad campaigns targeted specifically to users of mobile
data services, providing a potentially huge new revenue stream for
operators of mobile networks, according to the latest report by Pyramid
Research (www.pyr.com), the telecom research arm of the Light Reading
Communications Network (www.lightreading.com).
"Mobile Advertising in Emerging Markets" examines mobile advertising
initiatives and the revenue potential in emerging markets, with a
particular emphasis on Brazil, China, Indonesia, Mexico, Romania,
Russia, South Africa, and Turkey. This 84-page report puts Pyramid
Research's findings in context by making comparisons with global trends
and developed markets, such as the U.S. and the U.K. Download an
excerpt of this report here: http://www.pyramidresearch.com/downloads.htm?id=1&sc=PR030509_MOBAD
Pyramid predicts that mobile advertising will boost mobile data
service revenues by 10 percent within the next five years, as mobile
service adoption rates grow worldwide. Mobile data services are
expected to account for more than 33 percent of operators' service
revenues at the global level by 2013, making any driver of this market
a strategic component.
The expected growth in mobile data subscriptions will make mobile
advertising a robust growth area despite an expected overall downturn
in advertising spending over the next two years, notes Jan Ten Sythoff,
manager of Mobile Content at Pyramid Research and co-author of the
report. "Fixed-line Internet and mobile platforms will take market
share away from traditional formats in the short term and grow in line
with economic recovery from 2011 onward," says Sythoff. "Mobile and
Internet platforms combined will account for roughly 12 percent of
overall advertising spending in emerging markets and 30 percent in
developed countries by 2013."
The Pyramid report identifies eight developing markets in which
mobile advertising initiatives are gaining ground. Combined, these
markets will account for more than 35 percent of mobile subscriptions
worldwide by 2013. "South Africa and Indonesia stand out as markets
where the mobile sector's share of overall advertising spending will
surpass that of the Internet medium as early as 2009," says Sythoff.
"The development of mobile advertising is favorably affected by
mobile networks' evolution to 3G, but even basic services, such as
sponsored messaging and alert systems, are enabling brands to reach a
wider audience and make the most of the mobile channel. For example,
SMS-based approaches can help companies reach more than 60 percent of
the mobile audience across emerging markets immediately and close to
all subscribers in five years."
"Mobile Advertising in Emerging Markets" is part of Pyramid's
research report series. A blend of primary research and qualitative
analysis, Pyramid's research reports offer comprehensive coverage of
the fixed and mobile communications space and enable those in the
communications industry to stay ahead of changing market dynamics.
Download an excerpt of this report here: http://www.pyramidresearch.com/downloads.htm?id=1&sc=PR030509_MOBAD
Mobile Advertising in Emerging Markets is priced at $2490 and can be purchased online here (http://www.pyramidresearch.com/store/RPMOBILEADVERTISING0902.htm?sc=PR030509_ MOBAD) or through Dave Williams via email at dave.williams@pyr.com or telephone at +1 858-485-8870.
About Pyramid Research
Pyramid Research (http://www.pyr.com/)
offers practical solutions to the complex demands our clients face in
the telecommunications, media, and technology industries. Our analysis
is uniquely positioned at the intersection of emerging markets,
emerging technologies, and emerging business models, powered by the
bottom-up methodology of our market forecasts for over 100 countries --
a distinction that has remained unmatched for over 25 years. As the
telecom research arm of the Light Reading Communications Network,
Pyramid Research works with Heavy Reading, providing the communications
industry's most comprehensive market data, trusted research, and
insightful technology analysis.
About Light Reading
Founded in 2000, Light Reading (http://www.lightreading.com/)
is the leading online media, research, and focused event company
serving the $3 trillion worldwide communications market.
Lightreading.com is the ultimate source for technology and financial
analysis of the communications industry, leading the media sector in
terms of traffic, content, and reputation. Light Reading's research
arms, Heavy Reading and Pyramid Research, provide the most
comprehensive communications research, market data, and technology
analysis in close to 100 markets around the world. Light Reading
produces nearly 20 targeted communications events including TelcoTV,
Ethernet Expo New York and Ethernet Expo London, The Tower Summit @
CTIA, and Optical Expo, as well as focused one-day events tailored for
cable, mobile, and wireline executives. Light Reading was acquired by
United Business Media in August 2005 and operates as a unit of TechWeb.
About TechWeb
TechWeb (http://techweb.com/aboutus),
the global leader in business technology media, is an innovative
business focused on serving the needs of technology decision-makers and
marketers worldwide. TechWeb produces the most respected and consumed
media brands in the business technology market. Today, more than 13.3
million* business technology professionals actively engage in our
communities created around our global face-to-face events, Interop, Web
2.0, Black Hat, and VoiceCon; online resources such as the TechWeb
Network, Light Reading, Intelligent Enterprise, InformationWeek.com,
bMighty.com, and The Financial Technology Network; and the market
leading, award-winning InformationWeek, TechNet Magazine, MSDN
Magazine, and Wall Street & Technology magazines. TechWeb also
provides end-to-end services including next-generation performance
marketing, integrated media, research, and analyst services. TechWeb is
a division of United Business Media, a global provider of news
distribution and specialist information services with a market
capitalization of more than $2.5 billion.
*13.3 million business decision-makers: based on number of monthly connections
About United Business Media Limited (http://www.unitedbusinessmedia.com/)
United Business Media Limited (UBM) is a global media and marketing
services company that informs markets and brings the world's buyers and
sellers together at events, online, in print, and with the information
they need to do business successfully. UBM serves professional and
commercial communities, from IT professionals to doctors, from
journalists to jewelry dealers, from farmers to pharmacists around the
world. UBM employs more than 6,500 people in more than 30 countries.
UBM's businesses operating in the US include CMPMedica, Commonwealth
Business Media, Everything Channel, PR Newswire, RISI, TechInsights,
TechWeb and Think Services. UBM is listed on the London Stock Exchange
(UBM.L) and has a market capitalization of $2.5 billion.
Press contact:
Jennifer Baker
+1 617 871-1910
jbaker@pyr.com
Source: Pyramid Research
CONTACT: Jennifer Baker, +1-617-871-1910, jbaker@pyr.com, for Pyramid
Research
Web Site:
http://techweb.com/aboutus
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