《China's Mobile Advertising Market Sales-Oriented Ads First, Brand Ads Second》简介：
In 2007, China’s mobile advertising market grew 97% over the previous year. Currently, SMS advertising is the type of mobile advertising most widely used and represented an estimated 40%–50% of China’s mobile advertising revenue in 2007. However, SMS is widely considered spam and is, therefore, likely to decline significantly during the next few years. WAP advertising, especially sales-oriented advertising, will grow rapidly in the same period. Interactive marketing is also gaining interest from brand advertisers, providing the next area of growth.
Consumer acceptance of mobile advertising is lower than with other advertising methods; however, ads that are related to topics of interest to consumers are likely to be very successful. Spam and traffic costs are the primary barriers for consumer acceptance of mobile advertising.
Most mobile Internet users in China are young and tech-savvy, with low- to mid-level personal income but high purchasing power. As such, we think that fashionable, interesting, leading-edge products or advertising campaigns may appeal to them more.
This report covers China’s mobile advertising market with an analysis of features, market size, types of mobile advertising, value chain structures, business models, pricing models, market drivers and barriers, and forecasts. It also includes the results of a survey of Chinese mobile Internet users that sheds light on the attitudes of Chinese consumers with regard to mobile advertising. |
《China's Mobile Advertising Market Sales-Oriented Ads First, Brand Ads Second》目录：
Executive Summary
Market Overview
Market Dynamics and Advantages
Types and Trends of Mobile Advertising
Push Advertising
WAP Site Advertising
Embedded Advertising in Mobile Content/Services
Offline Advertising
Market Size
Value Chain & Business Model Analysis
Value Chain Structure
Business Model
Pricing Model
Consumer Attitudes
Demographics
Survey Results
Mobile Advertising Widely Used in China
Acceptance of Mobile Advertising
Acceptable Types of Mobile Advertising
Acceptable Incentive Advertising
Acceptable Length for Video/Audio Ads
Favorite Interactive Ads
Barriers to Mobile Advertising
Summary
Market Drivers and Barriers
Market Drivers
Mobile Phones Drawing Interest from Advertisers Doing Sales-Oriented Ads
Ad Server Technology Becoming Mature
Network and Mobile Phone Capabilities Improving
Market Barriers
Brands Sitting on the Fence
Spam Hindering Acceptance
Traffic Fees a Concern
No Independent Media Analytics
Mobile Advertising Revenue Forecast 2006–2012
Company Profiles
Ad Serving Providers
Focus Media Wireless
Madhouse
Casee
MMClick
Publishers
Kong.net
3G.CN
Carriers
China Mobile
Methodology
Related Reports
List of Tables
Table 1. Respondent Demographics
Table 2. China Mobile Advertising Market Revenue Forecast, 2006–2012 (US$ in Millions)
List of Figures
Figure 1. China Mobile Advertising Market Revenue Forecast, 2006–2012 (US$ in Millions)
Figure 2. China Mobile Advertising Market Size, 2006–2007 (US$ in Millions)
Figure 3. Carrier-Centric Model
Figure 4. Ad Serving Providers-Centric Model
Figure 5. Offline Model
Figure 6. Example of Brand Advertising
Figure 7. Example of Sales-Oriented Advertising
Figure 8. CPM, CPC, and CPA
Figure 9. Respondent Attitudes to New Technology
Figure 10. Which Types of Ads Have You Seen or Received on a Mobile Phone?
Figure 11. Acceptance of Advertising in General
Figure 12. Acceptance of Mobile Advertising
Figure 13. Which Kinds of Mobile Advertising Are Acceptable?
Figure 14. Which Kinds of Mobile Advertising Are Unacceptable?
Figure 15. Acceptable Types of Incentive Advertising
Figure 16. What Length is Acceptable for a Video/Audio Ad?
Figure 17. Favorite Interactive Ads
Figure 18. Barriers to Acceptance of Mobile Advertising
Figure 19. China Mobile Advertising Market Revenue Forecast, 2006–2012 (US$ in Millions)
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