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MAY 2008 SHAPING THE FUTURE OF THE NEWSPAPERMobile MediaGLOBAL MOBILE ADVERTISINGSPENDINGMobile ad spending is predicted to reachUS$13.9 billion in 2011, with mobilemultimedia ads taking share from generalmobile ads.Global mobile ad spending will grow rapidlybetween 2006 through 2011, from US$1.5billion to nearly $13.9 billion, according toeMarketer.General mobile ad spending, includingspending on text message promotions and adsupportedvoice minutes, will garner thelargest share throughout the six years, growingGlobal Mobile Ad Spending2006 – 2011US$ million16,00014,00012,00010,300 11,74610,0001,2956,8908,000749 9,0064,7366,0002,710421 6,1414,0001,541 215 4,3162,0001092,4961,43202006 2007 2008 2009 2010 2011Note: Numbers may not add up to total due to rounding.* Includes spending on text message promotions and ad-supportedvoice minutes.** Includes spending on ad placements around mobile video content.Source: eMarketer, Jan. 2007© World Association of Newspapers 2007-2008Global Mobile AdvertisingForecast, 2011: US$11.35 billionMobileTV39%Mobile multimedia ad spending*General mobile ad spending**Other10%Text, picturemessaging24%Source: Informa Telecom© World Association of Newspapers 2007-200813,8622,116Searchanddisplay27%from $1.4 billion to $11.7 billion. Meanwhile,mobile multimedia advertising spending,including spending on ad placements aroundmobile video, mobile music, mobile TV andmobile social networks, is expected to increasefrom $109 million in 2006 to $2.1 billion in2011.Overall, the mobile multimedia ad spendingshare is actually gaining over the generalmobile ad share. In 2006, multimedia onlyaccounted for seven percent of the mobile adspace, but is predicted to claim a 15 percentshare in 2011. On the other hand, generalmobile ad spending dropped eight percent ofthe overall share, from a 93 percent hold to an85 percent hold on the mobile ad market.According to a forecast by Informa Telecom,in 2011, the global mobile ad market willreach $11.35 billion. The biggest chunk (39percent) comes from mobile TV, while another27 percent is generated by search and display and24 percent is from text and picture messaging.The remaining 10 percent is from other formats.MOBILEADVERTISING INWESTERNEUROPEAccording to eMarketer, mobile ad spendingin Western Europe will increase from $454million in 2006 to $3.46 billion in 2011.Just like global mobile ad spending, generalmobile advertising also accounts for the largestshare of overall spending in Western Europe,growing from $370 million to $2.83 billionfrom 2006 to 2011. Meanwhile, the mobileMobile Ad Spendingin Western Europe, 2006 – 2011US$ millions4,0003,500Mobile multimedia ad spending** 3,462General Mobile ad spending*6343,0002,7222,500457 2,8292,0001,9673092,2651,5001,321 1,6581,000782 206454 132 1,115500 84 65003702006 2007 2008 2009 2010 2011Note: includes BeNeLux, France, Germany, Italy, Spain, Scandinavia,UK; numbers may not add up to total due rounding.* includes spending on text message promotions and ad-supportedvoice minutes; ** includes spending on ad placements around mobilevideo content, mobile music, mobile TV and mobile social networks.Source: eMarketer, January 2007© World Association of Newspapers 2007-200850
VOLUME 6 REPORT N° 2WORLD DIGITAL MEDIA TRENDS¥ in JPY billionMobile vs. PC Online Advertising Expenditures, Japan25,00010,00020,00010,00015,00010,00010,0005,0000Mobile searchadvertisingMobile fixedadvertisingOnline searchadvertisingOnline fixedadvertising(Traditional vs. Search-based)Mobile search advertisingMobile fixed advertisingOnline search advertisingOnline fixed advertising2005 2006 2007e 2008e 2009e 2010e 2011e28,85919339932318,746,9124,6273,3Source: Infinita, “The Japan Mobile Internet Report”/Dentsu Inc., April 2007 © World Association of Newspapers 2007-200816,757,6153,7315,426,266,5180,4347,237,173,6204,7374,449,478,9226,5400,9multimedia ad spending share is expected torise from $84 million to $634 million duringthe same period.MOBILEADVERTISING INTHEUNITEDSTATESU.S. Mobile Advertising2006 – 2008US$ million Mobile advertising%250Annual growth929120090.9%90194 891508887861001058584.8% 845055838202006A 2007E 2008E81Source: MAGNA Global© World Association of Newspapers 2007-2008In the United States, mobile advertising is upfrom $55 million in 2006 to $194 million in2008, according to a study from MAGNAGlobal. The annual growth rate from 2007 and2008 is steep, at 90.9 percent and 84.8 percent,respectively.MOBILE ADVERTISING IN JAPANAccording to data from Japan-basedadvertising agency Dentsu, mobile advertisingin Japan is expected to grow from ¥28.8 JPYbillion in 2005, to reach ¥128.3 billion in2011. Compared to online advertising, it is stilla niche market, but one that continues to grow.Mobile fixed ads, which totalled ¥28.8 billion in2005, will reach ¥78.9 billion in 2011.Mobile search ads, on the other hand, did noteven exist before 2007, but is expected to growfrom ¥8.7 billion in 2007 to ¥49.4 billion in2011. If the growth continues to be this strong,it is expected to exceed mobile fixedadvertising in the near future.MOBILE CONTENT REVENUES IN JAPANAccording to “The Japan Mobile InternetReport,” a study by Japanese mobile marketresearch firm Infinita Inc. and Tokyo-basedpublisher Mobikyo KK, mobile contentrevenues in Japan reached more than ¥180billion in 2003, but rose to more than ¥350billion in 2006, according to data provided bythe Mobile Content Forum.In 2003, all the revenues were from51
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SPECIAL REPORTMAY 2008 © WANShapin
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