发布日期：2008年6月24日

摘要

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.

目录及图表

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

 

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)