Global multi screen advertising market analysis and forecast (2013- 2018)
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Global multi screen advertising market analysis and forecast (2013- 2018)

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The report describes the Multi-Screen market by user numbers, usage, modules, geography. High level analysis about the Multi-Screen product costs, strategies, future opportunities along with the ...

The report describes the Multi-Screen market by user numbers, usage, modules, geography. High level analysis about the Multi-Screen product costs, strategies, future opportunities along with the business landscape analysis of key market players are focused in the report.

Competitive landscape for each of the product types is highlighted and market players are profiled with attributes of company overview, financial overview, business strategies, product portfolio and recent developments. Market shares of the key players for 2012 are provided.

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Global multi screen advertising market analysis and forecast (2013- 2018) Global multi screen advertising market analysis and forecast (2013- 2018) Document Transcript

  • IndustryARC | 1 IndustryARC GLOBAL MULTI-SCREEN ADVERTISING MARKET ANALYSIS AND FORECAST (2013- 2018) By Modules (Advertising, Software, Products); Services (Video Streaming, Search and Display, Email, Gaming, Content Sharing & Social Media); User Number, Application & Geographic Analysis
  • IndustryARC | 2 TABLE OF CONTENTS 1. Global Multi-screen Advertising - Market Overview 2. Executive Summary 3. Global Multi-screen Advertising - Market Landscape 3.1. Market Share Analysis 3.2. Comparative Analysis 3.2.1. Product Benchmarking 3.2.2. End user profiling 3.2.3. Top 5 Financials Analysis 4. Global Multi-screen Advertising - Market Forces 4.1. Market Drivers 4.2. Market Constraints 4.3. Market Challenges 4.4. Attractiveness of the Market 4.4.1. Power of Suppliers 4.4.2. Power of Customers 4.4.3. Threat of New entrants 4.4.4. Threat of Substitution 4.4.5. Degree of Competition 5. Global Multi-screen Advertising Market– Strategic Analysis 5.1. Value Chain Analysis 5.2. Opportunities Analysis 5.3. Product/Market Life Cycle Analysis 6. Multi-Screen Advertising Market by Modules 6.1. Advertising 6.2. Software 6.3. Products
  • IndustryARC | 3 6.3.1. Smartphones 6.3.2. Tablet PCs 6.3.3. Television 6.3.4. Laptop/PC 6.4. Services 6.4.1. Video Streaming 6.4.2. Search and Display 6.4.3. Email 6.4.4. Gaming 6.4.5. Content Sharing 6.4.6. Social Media 6.4.7. Others 7. Multi-Screen Advertisement Market – User Numbers 7.1. Smartphone 7.2. Television 7.3. Tablet PC 7.4. Laptop/PC 8. Multi-Screen Market - Geographic Analysis 8.1. Introduction 8.2. Americas 8.2.1. North America 8.2.2. Brazil 8.2.3. Argentina 8.2.4. Mexico 8.3. Europe 8.3.1. UK 8.3.2. France
  • IndustryARC | 4 8.3.3. Germany 8.4. APAC 8.4.1. China 8.4.2. South Korea 8.4.3. Japan 8.4.4. India 8.4.5. Australia 8.5. ROW 9. Market Entropy 9.1. New Product Launches 9.2. M&As, Collaborations, JVs and Partnerships 10. Investment Opportunities – Analysis by Target companies/customers, Capital Investments, ROI, Payback Period and Source of Funds. 11. Company Profiles (Overview, Financials, SWOT Analysis, Developments, Product Portfolio) 11.1. Sky Mobile 11.2. Orange Telecom 11.3. Google 11.4. Microsoft 11.5. Netflix 11.6. Roku 11.7. Amazon 11.8. AT&T 11.9. NTT DoCoMo 11.10. Vodafone 11.11. Verizon 11.12. Omnicom Group 11.13. Dentsu 11.14. Aegis group
  • IndustryARC | 5 11.15. Innocean Worldwide 11.16. 365 Media 11.17. WPP Group 11.18. Hulu 11.19. aQuantive 11.20. Cramer-Krasselt 11.21. Ericsson 11.22. Cisco 12. Appendix 12.1. Abbreviations 12.2. Sources 12.3. Research Methodology 12.4. Bibliography 12.5. Compilation of Expert Insights 12.6. Disclaimer
  • IndustryARC | 6 REPORT SCOPE SCOPE The report describes the Multi-Screen market by user numbers, usage, modules, and geography. High level analysis about the Multi-Screen product costs, strategies, future opportunities along with the business landscape analysis of key market players are focused in the report. Competitive landscape for each of the product types is highlighted and market players are profiled with attributes of company overview, financial overview, business strategies, product portfolio and recent developments. Market shares of the key players for 2013 are provided. A geographical analysis has been done to put things into perspective about the global market. The prominent players profiled in this report are Huawei, ZTE, Concurrent, a Quantive and others. This report contains the most detailed and in-depth segmentation of the multi-screen market. STAKEHOLDERS Almost all the enterprises who wish to market their products in the market; Laptop, smart phone, tablet manufacturers; Tele-communications industry; Media enterprises; Customer Service providers; are the significant stakeholders in this market.
  • EXECUTIVE SUMMARY The word multi-screen refers to the use of televisions, personal computers (PCs)/ laptops, smart phones, tablet PCs. Primarily this segment can be called a four-screen market involving the above mentioned devices. We are currently in the digital age of ubiquitous connectivity, meaning people nowadays are connected to the World Wide Web via a range of devices such as traditional PCs, laptops, smart phones, tablet PCs etc., all the time. This evolution into a 24X7 connected world has led to a transformation of the advertisement sector as whole. Over the years advertising field has seen tremendous amount of changes, with the advent of new technologies. In the early days advertising section was big on print media, then moved onto electronic media outlets such as radio sets and televisions and now further onto the web-based technology. If we look at the global online advertisement revenues generated in the year 2013, the figure stands at about $114 Billion, which is approximately about 20% of the overall advertising market across the globe, signifying the importance of online advertising segment. The current market trends of the sales of laptops and PCs show a decline (of about 11%) due to high competition from smartphone devices and tablet PCs. In contrast the sales of smartphones and tablets are on the rise, and this trend is seen right across the global market. This only goes to show how big an impact such devices are going to have in the future. Estimates suggest that out of a total of 4 Billion mobile phones in the market, more than a quarter of them are smartphones. The sales of smartphones are growing at a substantial rate of 43% year-on-year. The growth rate of tablet PCs are pegged even higher at about 52%. This rapid growth rate of smartphones and tablets sales is also driving the mobile data connectivity as the demand for web connection on the go increasing. The global mobile data traffic size is estimated to grow at a CAGR of about 44%. All these numbers point to an opportunity for various industries to market their products using these media. But as is seen in the present day, consumers are not satisfied with a single screen experience and instead expect content to be seamlessly delivered across multiple devices and screen types. Multi-screen as a market opportunity is attracting a lot of attention from traditional service providers to internet players to traditional media and entertainment companies who are finding new distribution channels and view each screen as a potential revenue source. In the entertainment industry, many TV shows, movies and artists are becoming micro-brands that can increase their brand value through multi-screen delivery this trend offers both opportunities and challenges for the media industry. On the one hand, the number of end-user delivery points is on the rise offering new advertising and content monetization opportunities. But on the other hand, IndustryARC | 7
  • the multi-screen world introduces new technical complexities the media industry has not previously faced. These opportunities and challenges are dealt with much detail in the report. IndustryARC estimates the global multi-screen advertising revenue to increase from around $15bn in 2013 to around $113bn by 2018, growing at a CAGR of around 49.8% year over year. SAPMPLE GRAPH: GLOBAL MULTI-SCREEN ADVERTISING MARKET IndustryARC | 8 REVENUE, 2013 – 2018 ($BN) 120 100 80 60 40 20 0 2013 2014 2015 2016 2017 2018 $Billions Source: IndustryARC Analysis With their large subscriber base and access to consumer data, Tele-communication and Media companies have an opportunity to help marketers thrive in a multi-screen world. This presents a win-win situation for all the stakeholders involved. The emergence of rich media and on-demand gaming applications have become an everyday part of the modern day- consumer’s life. They no longer want to simply be connected.The consumers want a media experience that enables them to consume ‘whatever they want, whenever they want’ irrespective of the device or medium.This scenario requires a comprehensive analysis of media planning, as it offers marketers an unprecedented opportunity to target audiences with a unified experience that will generate significantly more value than old-school media approaches such as advertising through television, radio etc. To take advantage of such a scenario marketers should have an in-depth understanding of their target audience, and also the nature in which multi-screens are accessed, combined with a comprehensive strategy to utilize this opportunity provided by the multi-screen environment to maximize the return-on-investment in this segment.
  • SAMPLE TABLE: AGGREGATE TIME SPENT BY USER SEQUENTIALLY IndustryARC | 9 ON SMARTPHONE, PC AND TABLET, 2013 Activity Started on smart-phone Continued on a PC Continued on a Tablet Searching for info 65% 60% 4% Browsing the internet 63% 58% 5% Shopping online 65% 61% 3% Planning a trip 47% 45% 3% Managing finances 59% 56% 3% Social networking 66% 58% 8% Watching an online video 56% 48% 8% Source: IndustryARC Analysis The above table represents the aggregate time spent by the end-user sequentially on a Smartphone, PC and Tablet. According to Google the nature in which multi-screen as accessed can be segmented into two categories- Sequential screening where users move between devices and Simultaneous screening where users use multiple devices at the same time. Also a study from Google revealed 90% of users who move between devices do so to accomplish a goal. While watching a TV show on a television, they may react to it on a social network using a smartphone or a tablet. These activities are no longer restricted to a single device. Surveys show multi-screens enhance the content consumption experience for the younger market segment, aged between 18 and 44. The younger generation can afford multiple, connected devices and is actively engaged on social networks is a desirable advertising target. A study conducted in Nielsen Media Labs proved that for groups that saw a specific advertisement across multiple screens - TV, PC, smartphone and tablet - the brand recall jumped substantially to 74%, versus 50% for TV only. These figures only highlight the obvious fact that multi-screen advertising is the next big stage in media advertisement and will have a great impact on the marketing segment in the future.
  • The surge in sales of smartphones, tablets and the dramatic increase in the usage of mobile data connections are a testimony to this fact. A number of surveys conducted by major industry players like Microsoft, Google, Ericsson also show that the users are more likely to respond to an advertisement they see on multiple screens rather than a single screen viewing on say Televisions. Growth of social media also has contributed in a major way in this shift being seen in the global advertizing market. Effective targetting of end-users will play a major role in the future ad-campaigns. Telecommunications and Media companies can maximize their access to consumer homes and devices to deliver data-driven insights based on multi-screen consumer behavior. These include insights on time of use, device preferenceby type of activity, and patterns in media consumption by customersegment. These insights can serve as the foundation for building unified comprehensive multi-screen advertising strategies. The global mobile based marketing segment which forms an integral part of the multi-screen market segment was valued at $13 billion in 2012, and is estimated to be at $17.5 billion for the year 2013. This segment has seen impressive growth and is expected to reach $40 billion by the end of 2017 with a CAGR of about 33% over the next four years. Search and display type ad formats hold the major market share for online advertisement, followed by digital video streaming. SAMPLE GRAPH : GLOBAL MOBILE INTERNET ADVERTISING IndustryARC | 10 MARKET REVENUE ($BN), 2012 -2018 80 70 60 50 Billions 40 $30 20 10 0 2012 2013 2014 2015 2016 2017 2018 Source: IndustryARC Analysis
  • The report describes the Multi-Screen market in detail by user numbers, usage, modules. An in-depth geographic analysis is made to look at various global markets for better insights. High level analysis about the Multi-Screen product costs, strategies, future opportunities along with the business landscape analysis of key market players are also focused in the report. IndustryARC | 11
  • KEY MARKET INSIGHTS The global sales for devices such as smartphones and tablet PCs are growing at a substantial rate. Along with increase in sales of smartphones there is huge demand for ubiquitous connectivity by the customer. Looking at this market scenario multi-screen marketing throws up a wide range of opportunities for the marketers in various fields to penetrate the market in order to reach their target audience. The marketing/advertising scenario has come a long way from the traditional market avaenues like radiosets and televisions and grown into the higher segments such as smartphones, tabalet PCs , laptops and PCs.  Global online advertisement revenues generated in 2013, is estimated to be about $114 Billion, which is approximately about 20% of the overall advertizing market across the globe.  The sales of smartphones and tablets are growing at a rate of 43% and 52% year-on-year.  The global mobile based marketing segment was valued at $13-$15 Billion in 2013, with IndustryARC | 12 an estimated CAGR of over 33% for the next five years.  The demand for mobile based net-connectivity is outpacing the demand for traditional broadband connectivity for PCs and laptops.  The trend of simultaneous usage of electronic gadgets like smartphones and tablets is on the rise especially among the younger consumer segment (aged between 18 and 44)  The global second screen market as such has revenues of around $540m in 2013 and this is expected to increase to around $6.8bn by 2018. E-commerce, advertising, apps, games are the revenue contributors.  Out of the 4 screens – TV, laptop, smartphones, tablets the second screen market is the most important segment currently. This involves the usage of any device other than the TV for a host of entertainment related services.
  • RESEARCH METHODOLOGY The quantitative and qualitative data collected for Multi-Screen market report is from a combination of secondary and primary sources. Research interviews were conducted with senior executives and/or managers of leading manufacturers and its service providers. These Key Opinion Leaders (KOLs) were then provided a questionnaire to gather quantitative and qualitative inputs on their operations, performance, strategies and views on the overall market, including key developments and technology trends. Data from interviews is consolidated, checked for consistency and accuracy, and the final market numbers are again validated by experts. The global Multi-Screen & Advertising market was split by products, services and geography based on different factors like primary and secondary sources, understanding of the number of companies operating in each segment and also KOL insights. We have used various secondary sources such as directories, articles, white papers, newsletters, annual reports and paid databases such as OneSource, Hoovers and Factiva to identify and collect information for extensive technical and commercial study of the products and services market. The key players in the market and its value chain were identified through secondary research and their market opinions were also gathered in a similar way through telephonic interviews and questionnaires. We have also studied the annual reports of these top market players. Interviews with key opinion leaders such as directors, managers, marketing personnel were used extensively in understanding the need and emergence of the global Multi-Screen & Advertising market. IndustryARC | 13
  • Delphi Verification 1. Verify the findings of the model with experts from across the value chain 2. Verify the findings with players across small and large enterprises 3. Tweak the model and add new factors 4. Finalize the ARC Model IndustryARC | 14 THE ARC ADVANTAGE An analytical model lies at the core of our process, ensuring logical consistency throughout our research. We complement the model with secondary data and interviews with industry experts to reflect the latest trends. With our final expert validation, we provide you with only the most accurate and actionable intelligence. THE ARC PROCESS Analytical Method Base Method Consolidation Method 1. Granular breakdown of drivers into factors 2. Validate all factors in terms of their present impact on the market 3. Assign weights to these factors in terms of their relevance and impact on the market 4. Build the Analytical Model 1. Get a top-down estimate of the market 2. Follow it up with a bottom-up estimate of the market 3. Check forconsistency and new growth factors that are relevant over the next 10 Years 4. Build the Base model 1. Granular breakdown of drivers into factors 2. Validate all factors in terms of their present impact on the market. 3. Assign weights to these factors in terms of their relevance and impact on the market. 4. Build the Consolidated Model ANALYTICAL MODEL BASE MODEL CONSOLIDATED MODEL ARC MODEL
  • ABOUT US IndustryARC was started by a group of young, passionate professionals along with extensively experienced industry veterans across various business segments. Our focus and expertise is mainly in the field of analytics, market research and consulting. Our singular goal is to provide accurate and affordable research to our clients. Our research team has expertise in diverse fields like Automotive, Chemicals, Consumer Product & Services, Electronics, Food & Beverages, Healthcare etc., However diverse the expertise maybe, everyone in our team shares one common trait - we love data and we love providing solutions to clients using that data even more! Seeing your business flourish based on our solutions and strategy is what we love the most! IndustryARC publishes more than 30 reports on an annual basis in the mentioned Industries. Our reports are in-depth and high quality reports that can help decision makers frame better strategies for their business requirements. These reports can be further customized as per your needs. IndustryARC | 15 Disclaimer: • The reports sold by IndustryARC are limited publications containing valuable market information provided to a select group of customers in response to orders. • Our customers acknowledge and agree that any report bought from IndustryARC is for their own internal use and not for general publication or disclosure to third parties. • Our reports or part of the reports, information contained in the report, cannot be shared or resold to any other third party. • Disclosure to third parties, usage of data in a public document, article or blog by the customer can be done with prior permission taken from IndustryARC. For information regarding permissions and sales, contact: sales@industryarc.com | sanjay.matthews@industryarc.com
  • Copyright ©2014 IndustryARC All Rights Reserved. This document contains highly confidential information and is the sole property of IndustryARC. No part of it may be circulated, copied, quoted, or otherwise reproduced without the approval of IndustryARC. IndustryARC | 16 IndustryARC +1 614 - 588 - 8538 sales@industryarc.com