A PDF of the map can be downloaded from: http://firstpartner.net/downloads and the on-line version can be explored at: http://firstpartner.net/content/research-showcase-0 This updated Market Map provides an essential visual overview of how it all fits together, who the key players are and which important trends are impacting the sector. FirstPartner’s ever popular Mobile Advertising Market Map has been completely redrawn to reflect current developments in Mobile Real Time Advertising, data driven targeting and the fast cementing relationship between mobile advertising, payments and commerce - and it’s now available in an on-line interactive format. The mobile advertising landscape is becoming significantly more complex as specialist networks, exchanges, DSPs, SSPs and mediators handle increasing amounts of inventory and on-line players expand their operations into mobile. Mobile video and messaging have seen significant growth during 2012 and are becoming recognised by brands as important formats and the launch of Weve, the UK Mobile Network Operator backed JV, is a notable step in the development of ad targeting and, ultimately, the integration of mobile advertising and commerce. This updated Market Map provides an essential visual overview of how it all fits together, who the key players are and which important trends are impacting the sector.

1. 2013 UK Mobile Advertising FirstPartner
r
Richard Warren rwarren@firstpartner.net
Olga Kosareva okosareva@firstpartner.net
www.firstpartner.net +44 (0)870 874 8700
Introduction Consumers Driving Growth
Mobile Advertising accounts for around 7% of of UK
M-Commerce 56.6%
Of UK Consumers used a
Smartphone in the 3
months to May 2012 (1)
£1.6billion
FirstPartner forecast UK
UK Mobile Advertising Revenue Forecast
2012-2016
e
digital ad spend, and grew 132% like for like between the Smartphone owners have
1 in 2
1,600
followed up an advert or Mobile Advertising revenue for
first halves of 2011 & 2012*. This Map summarises the Of UK 16 to 24 year olds 1,400
rapidly developing sector ecosystem and the increasingly
strong relationship between mobile advertising and
Mobile Payments
66% own a Smartphone (2)
recommendation on their
mobile phone (3)
2016 (4) 1,200
1,000
800
Mobile Content
(Video & Game)
Messaging
Point of Sale Carrier Billing 600
commerce. Of consumers with access to Search
72%
(*source IAB/PwC) Sources:
Of UK Consumers used an
54.6%
-ISIS (US) -Boku 1) comScore MobiLens 400
-PayPal -Zong a tablet use them weekly to 2) Ofcom CMR 2012 200 Display (Banners
Transactional Sites & app and 54.6% used a 3) IAB & Text Links
-Project Oscar (UK) -Mach make purchases (3) 4) FirstPartner 0
Apps Mobile Acceptance Remote Payment mobile browser (1) 2012 2013 2014 2015 2016
n PY
Optimised sites and apps allow retailers to -iZettle -PayPal
monetise rapidly growing mobile traffic and -Square -Paythru
provide effective destinations for campaigns
Developers & Platforms Retailers
-Verifone -Skrill
Publishers
-MoPowered (MoBank) -Asos
-Net Biscuits -eBay
Outdoor & Venue Carrier Reward Programmes Carrier Portals Mobile Websites App Developers Social Networks
t
-Usablenet -Marks & Spencer Mobile Wallet Loyalty & Coupons
-Wapple
Brings payment, loyalty & Mobile is a key channel for
account functionality into a coupon distribution & loyalty
single branded experience. schemes
? The Impact of Weve
-Apple Passbook Vendors Schemes
r CO
-Google Wallet Publisher Sales
The JV between the 3 largest UK
-O2 Wallet
-PayPal
-Eagle Eye
-Yoose
-Foursquare
-Mobiqa (NCR) -Groupon
-Vouchercloud
Campaign -Guardian Media Group
MNOs will create a common
-Visa V.me 3rd Party Ad Serving & Tracking
platform for payments, advertising
and data driven targeting and
analytics. It is set to significantly
-Nectar
Delivery Manage the
selection, delivery
Ad Servers
-AdTech
-Google
-O2 Media
-Sky Media Display Sales
boost and drive convergence
between advertising & commerce. ? Leading Formats Proximity Permission Based Messaging
& tracking of ads
on behalf of
publishers,
-Atlas (Microsoft)
-doubleclick (Google)
-MADS
-Everything Everywhere/Blyk
-Vodafone
-Yahoo Ecosystem
aION
Search accounts for the highest Deliver advertising -bluepod Provide platforms -Acision -Netsize
advertisers , -MediaMind
percentage of mobile ad spend at triggered by -JCDecaux & managed -Amobee -OpenMarket
agencies and -Mediaplex
73% for the first half of 2012. proximity to an -Proxama services for carrier -Blyk -Sybase 365
?
networks. -Mobile Commmerce
-Scanbuy -Incentivated -Upstream
Ad Formats Banners and text links account for
23% and other formats 4%. (source
IAB UK/PwC)
access point, PoS
or outdoor display -Screach
& enterprise
services. -mBlox -Velti CDNs efficiently
host & deliver
-OpenX
-RightMedia (Yahoo!)
Content Delivery Networks
The Role of Networks Sell Side Platforms & Mediators
Used by Publishers
graphical & rich Specialist mobile ad networks form Admeld(Google) MoPub
media creative -Akami the heart of the trading ecosystem to manage
AdMarvel PubMatic
-Brightcove bringing togther publishers & networks &
Paid Listings Local Search Burstly Rubicon Project
exchanges &
PAT
buyers & reselling remnant Mobclix (Velti) smaato
inventory. Leading networks have optimise yield.
Search
Advertisers bid for high listings Location targeted ads served
against selected key words. when a user includes a location Targeting global reach & are the fastest
Paid search uses a cost per click in a search, searches in a map growing companies in the sector.
model and is dominated by application or has usable Location Audience Data
location information enabled on
Google with an estimated 95%
Real-time Data & DMP
Platforms
Location targeting is a key Location Targeting Providers Data Aggregators and Data
+ market share. their device.
Management Platform (DMP) Networks
t
differentiator for mobile. It is
being increasingly applied providers deliver audience
alongside other targeting profile data to allow real time Premium Specialist
Web Banner In App Rich Media data. targeting.
Text or static graphical banners Banner, video or interstitial served Delivers additional experience
served into mobile web pages. into a mobile App. Accounts within the ad. Includes Sell premium inventory on Consumer Incentivised:
Display
Click through to a landing page around 50% of display spend. expandable banners, embedded specified media properties
games and video
or site.
Rich Media Creation & Delivery Platforms Planning & Buying Tools
Video Tablet Optimised 2nd Screen Video:
s ALU
Preroll, post roll or interstitial Normally rich media ad optimised Emerging format viewed on the -Celtra -PointRoll -Media Lets -Adobe -Digilant -TubeMogul
video that may also be served
into an app. Fast growing from a
small base
for the greater screen space
offered by the tablet format
mobile device but synchronised
with & complementing broadcast
or timeshifted TV streams
-Adform -IgnitionOne -Turn
? RTA on Mobile
Campaign Management Agenices Media Planning & Buying Real Time Advertising uses
automted bidding and matching to
Permission Mobile CRM Text Response Design & Build Specialist Mobile Media Agencies Blind Semi-Blind allow advertisers to optimise the
Messaging
r
Based Focussed on -Agency Republic Having pioneered the development Develop the -Carat
price they pay for a target audience
Broker sales of high volume Mix blind and site specific and publishers to optimise their
MNO Subscribers opt in to Service and/or promotional Use of text short codes as a creative strategy -Grapple of mobile display and messaging media strategy -Isobar
receiving highly targeted offers messages sent by brands & response mechanism in other inventory targeted by channel targeted sales yield. RTA is emerging in mobile
& delivering -isobar mobile advertising, these agencies provide for advertisers & -MediaCom
from third party advertisers. UK enterprises to opted in media, widely in promotional but volumes traded are still small.
i
MNOs are investing in the customers in their own competitions & to request media assets -mobile5 strategy, creative , technology and brands & -Mindshare Media
foramt which is gaining traction databases additional information across display, -We Love Mobile media services under one roof. purchase media -Target Media
with advertisers mobile websites on their behalf. -WPP
Agencies
& apps -Zenith Optimedia
Bluetooth QR Code/NFC
Additional content is broadcast QR codes or NFC tags are Full Service Digital Trading Desks
Proximity
to bluetooth enabled phones scanned to deliver enhanced -
within range of an access point. web, or video content. Manage -AKQA (WPP) Established by a -Accuen
multi-format -BBH (Publicis) number of (Omnicom)
F
Augmented Reality 2nd Screen digital -Mindshare agencies to -Cadreon (IPG) Demand Side Platforms Ad Exchanges
Ad Exchanges
Delivers overlay content on an campaigns on -Ogilivy Advertising optimise RTB by -Harvest
image of a location, print media
The phone is used to interact Manage real time -Adfonic Mediate between -doubleclick ad exchange
or video viewed through the
with and control outdoor digital behalf of -Razorfish providing a -Media Innovation purchasing on -dataXu DSPs & SSPs to (Google)
advertsing screens brands managed bid- Group (WPP)
phone camera behalf of the -Invite Media (Google) trade audiences -Jemm Group
based service buyer by matching -MediaMath and manage the -Microsft Advertising Exchange
bids & requests -StrikeAd RTB process. -Nexage
Prepared by Industry Associations
?
V
Metrics & Analytics Non Display Buying
FirstPartner
App Marketing Platforms
Provide the audience and Audience Metrics Campaign Analytics Display is the most complex buying
tracking analysis necessary to Enable App -Fiksu
E
ecosystem. Typically Permission Developers to -Tapjoy
plan media buying and to
call us on find us at based messaging is purchased optimise
evaluate the effectiveness of
+44 (0) 870 874 8700 www.firstpartner.net directly from the Mobile Network distribution &
campaigns.
Operator’s sales team and search marketing spend
email us at follow us
hello@firstpartner.net @firstpartner directly from the provider, often
optimised via a buying platform.
The map includes information compiled from interviews and information available
in the public domain. As information sources are outside our control, FirstPartner
makes no representation as to its accuracy or completeness. Responsibility for any
interpretation or actions based on this map lies solely with the reader.
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