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The global market for Cross-Platform and Mobile Advertising is projected to reach US$356. 4 billion by 2025, driven by the rise of digital advertising and marketing which is transforming, transitioning and conditioning brand-consumer relationships. Global media spending is rapidly shifting from the hitherto high cost and relatively low visibility traditional media channels towards the low cost and higher visibility digital media platforms such as Internet and mobile. Key factors driving the transformation include the rise of the connected consumer as a result of the rapid penetration of smart phones and tablets; expanding internet user base as well as mobile internet user base; and the faster growth of broadband connectivity in both developed and developing countries. With several advantages such as higher viewer recall retention of digitally displayed messages, consumer-targeting capabilities and sophisticated measurement techniques stacked in its favor, digital advertising services are poised to witness healthy growth in the coming years. Future growth will be primarily driven by the growing proliferation of mobile devices as the preferred digital media platform, rapid adoption across various industry verticals, improving economic environment, expanding mobile subscriber base, and increasing distribution of films and music online. Continuous shift of users towards digital media and rapid evolution in consumer behavior towards value-based advertising where the target audience is appropriately compensated for their time and attention through loyalty points, free/subsidized content, and various user-friendly tools, are additionally providing impetus to market growth.

Overall increase in advertising budgets, generous allocation of budget to online ads, increased prices for direct response vehicles and branding ads, and an increase in the number of advertising agencies incorporating online media into their integrated campaigns are some of the major factors driving market expansion. Other important factors poised to benefit market prospects in the near term include surging popularity of social media networks that promote improved targeting; increasing trend towards mobile apps offering huge potential for cross-platform advertising; growing prominence of IoT and the resultant growth in connected devices; and robust demand for digital video advertising supported by effective delivery and streaming of ad content. Standing out as the most important driver of cross-platform and mobile advertising is the growing saturation of multi-screen content consumption as a result of rapid digitalization of an average household. An average household today is replete with electronic gadgets such as PCs, tablets, smart phones, gaming consoles & smart TVs. Switching between multiple devices is the new order of content consumption. Per day an average person spends over 195 minutes on a smart phone; 135 minutes on a computer and 85 minutes on a tablet. Shopping online is the 3rd largest activity performed on multiple screens, after browsing the internet and social networking. A single purchase task is completed sequentially across multiple screens. This cross-screen behavior makes cross device strategy essential for successful marketing. With cross platform advertising, advertisers have the advantage of reaching out to a larger number of target customers through various digital channels and devices. Cross-platform advertising includes varied solutions such as content delivery solutions, advertisement campaign solutions, mobile proximity solutions, integrated solutions, and analytics and reporting solutions. All of these solutions help to deliver different forms of advertising including search advertising, Multimedia Messaging Service (MMS), Short Message Service (SMS), Peer-to-Peer (P2P) messaging advertising, display and rich media (video advertising), in-app advertising and audio, outbound dialer or voice SMS advertising.

DOMAIN EXPERT ENGAGEMENTS

Number of executives repeatedly engaged by snail & email outreach*

POOL + OUTREACH

2989

Interactions with Platform & by Email *

INTERACTIONS

538

Unique # Participated *

PARTICIPANTS

90

Responses Validated *

VALIDATIONS

26

* Platform engagements are dynamic. Stats are published quarterly.


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TABLE OF CONTENTS


   Pages :    | $

   Study Reliability and Reporting Limitations.....I-1  
   Disclaimers.....I-2
Data Interpretation & Reporting Level.....I-2
  
   Product Definitions and Scope of Study.....I-3  
   A Prelude to Cross-Platform Advertising.....II-11$100
   Developing Markets Spell Opportunities for Cross-Platform Advertising.....II-2 1$100
   Table 1: World Cross-Platform Advertising Market by Geographic Region/Country - Ranked by %CAGR (2014-2020) (includes corresponding Graph/Chart).....II-3
Rising Adoption of Web-Enabled Devices to Boost Market Prospects.....II-3
1$350
   Table 2: Global Shipments of Laptops, Desktop PCs, and Tablets for the Years 2012, 2013, 2014 & 2017 (In Million Units) (includes corresponding Graph/Chart).....II-4
Increasing Proliferation of Smartphones & Tablets: Opportunity for Growth.....II-4
1$350
   Table 3: World Smartphones Market by Geographic Region (2014 & 2020) - Breakdown of Annual Shipments in Thousand Units for US, Canada, Japan, Europe, Asia-Pacific, Middle East & Africa, and Latin America (includes corresponding Graph/Chart).....II-51$350
   Table 4: Smartphone Penetration Worldwide (as a Percentage of Total Population) for Major Countries (2014) (includes corresponding Graph/Chart).....II-61$350
   Table 5: Smartphone Penetration Rate (%) for Select Countries Worldwide as a Percentage of Mobile Phone Users (2014) (includes corresponding Graph/Chart).....II-71$350
   Expanding Mobile Internet and Advancing 3G/4G Networking Technologies.....II-8
Table 6: Monthly Mobile Data Traffic (in MB) for Smartphones, Mobile PCs and Tablets: 2014E & 2020P (includes corresponding Graph/Chart).....II-8
1$350
   Table 7: Global Mobile Data Traffic by Application Segment (2014E and 2020P): Percentage Breakdown of Contribution by Audio, File Sharing, Other Encrypted Applications, Social Networking, Software Downloads and Updates, Video, Web Browsing, and Other Applications (includes corresponding Graph/Chart).....II-9
Smart TVs: An Important Platform for Cross-Screen Advertising.....II-9
1$350
   Rising Internet Usage: An Opportunity for Cross-Platform Advertising Market.....II-10 1$100
   Table 8: Worldwide Internet Penetration Rates (%) by Region: January 2014 (includes corresponding Graph/Chart).....II-111$350
   Table 9: Top Ten Internet Countries: Ranked by Number of Internet Users (in Millions): January 2014 (includes corresponding Graph/Chart).....II-12
Rising Customer Preference for Multiscreen Activities: Potential for Cross-Platform
  Advertisers.....II-12
Better Recall Rates Drives Focus onto Integrated Cross-Platform Advertising.....II-12
1$350
   Cross-Platform Ad Campaigns Gaining Edge Over Single Platform Campaigns.....II-131$100
   Mobile Advertising Companies Adopt Data-Driven Technologies.....II-14
Cocooning Trend Bodes Well for Cross-Platform Advertisers.....II-14
1$100
   Increasing Trend towards Mobile Apps: Potential for Cross-Platform Advertising.....II-15 1$100
   Table 10: Global Mobile App Market (2014 & 2018): Percentage Share Breakdown of Revenues by App Category (includes corresponding Graph/Chart).....II-16
Continuous Growth in Cross-Platform Video Advertising Market.....II-16
1$350
   Identifying Customers: Essential for Success of Cross-Platform Ad Campaigns.....II-17
Cross-Platform Advertising in Auto Industry.....II-17
1$100
   Technical Issues Present Challenges for Cross-Platform Advertising Market.....II-181$100
   Consistency and Creativity – Major Challenges in Cross-Platform Campaign.....II-19
Content Management – A Critical Factor in Cross-Platform Advertising.....II-19
Some Cross-Platform, Hashtag-based Marketing Campaigns in Recent Past.....II-19
MakeItCount by Nike.....II-19
1$100
   lovehome by HGTV.....II-20
captureeuphoria by Ben & Jerry’s.....II-20
HBO Game of Thrones - Influencer Boxes.....II-20
SoLongVampires by Audi.....II-20
Pepsi Pulse and #LiveForNow by Pepsi.....II-20
1$100
   Cross-Platform Advertising: A Conceptual Overview.....II-21
How Does Cross-Platform Advertising Differ from Multi-Channel Marketing?.....II-21
Cost-Effective Ways to Implement Cross-platform Advertising Services.....II-21
1$100
   Advantages of Cross-Platform Advertising.....II-22
Challenges Faced in Cross-Platform Advertising.....II-22
2$200
   RhythmOne Releases Video SDK solution.....II-24
Blinkx Launches RhythmOne (1R), a Cross-Screen Ad Platform.....II-24
Microsoft Launches Re-Imagined MSN Cross-Platform App.....II-24
Drawbridge Adds Offline Marketing Attribution to its Cross-Device Solution.....II-24
Conversant Unveils Private Exchange Solution.....II-24
Microsoft Introduces New Cross-Platform Advertising on MSN Apps.....II-24
1$100
   Microsoft Introduces Free Cross-Promotion.....II-25
AOL Releases ONE, a Unified Programmatic Platform in North America.....II-25
Amobee Launches Amobee Ink.....II-25
Microsoft Advertising Unveils Interactive Cross-Platform Campaign for Renault
  Vehicles.....II-25
Sizmek Releases Novel Attribution Suite for Cross-Channel Analytics.....II-25
Thrillist in Partnership with TouchTunes Launches Thrillist In-Venue platform.....II-25
Advance Digital Selects PubMatic's One Platform.....II-25
1$100
   SeaChange and INVIDI Develop SeaChange-INVIDI Cross-Platform Management
  Solution.....II-26
Millennial Media Launches Path, a Mobile-First Cross-Platform Ad Solution.....II-26
Facebook to Relaunch Atlas, a Cross-Platform Ad Network.....II-26
Crosswise Releases Cross-Device Identification Platform.....II-26
Crosswise Launches Cross-Device Identification Data Solution.....II-26
Drawbridge Introduces Pre-Roll Video Ads for Video Advertising.....II-26
Sizmek Unveils Novel Toolset for Mobile and Social Advertisements.....II-26
1$100
   4INFO Unveils Per4mance Trak.....II-27
4INFO Launches MultiScreen Video Advertising.....II-27
comScore Introduces Partnership Program for vCE® Mobile.....II-27
PubMatic Unveils Cross-platform Solution for Video Advertisements.....II-27
Vistar Media Introduces Cross-Screen Ad Platform.....II-27
Somo Partners with Drawbridge for Self-Service Drawbridge Cross-Device Advertising
  Platform.....II-27
AOL Platforms Introduces ‘One’ Platform.....II-27
1$100
   Xaxis Launches Xaxis Sync Technology in Asia-Pacific.....II-28
Vdopia Unveils ‘Chocolate’ for Buying and Selling of Mobile Video Advertising.....II-28
PK4 Media Unveils XPS™ Cross-Platform Technology Solution.....II-28
CoxReps Introduces Novel Cross-Platform Advertising Solutions.....II-28
Amobee Unveils AppsFuel Cross-Platform HTML5 Mobile App Store.....II-28
MobileFuse Unveils ‘Vision’ Cross-Platform Video Advertising Network.....II-28
DMG Introduces UPPs Cross-Platform Advertising Network.....II-28
1$100
   AT&T Integrates Advertising and In-App Messaging APIs to API Platform.....II-29
Adconion Direct Integrates Video Advertising Solutions to Advertising Platform.....II-29
GoldSpot Media Introduces Digital One-Voice Cross-Platform Ad Solution.....II-29
CoxReps Unveils Novel Cross-Platform Advertising Solutions.....II-29
1$100
   INTAGE and Nielsen Form JV to Provide Cross-Platform Advertising Solutions.....II-30
comScore Forms Partnership with WPP with Enhance Cross-Platform Capabilities.....II-30
Tapad Forms Strategic Partnership with Placed.....II-30
Amobee Acquires Adconion Direct and Kontera.....II-30
Millennial Media Acquires Nexage.....II-30
1$100
   Alliance Data Acquires Conversant.....II-31
Acquire Online Forms Partnership with ClickOn.....II-31
PubMatic Acquires Mocean Mobile, an Ad Serving Company.....II-31
Sizmek Completes Acquisition of Aerify Media.....II-31
PK4 Acquires Prosperio’s Programmatic Direct Platform.....II-31
Publishers Clearing House Digital Takes Over Plethora Mobile.....II-31
Yahoo to Acquire BrightRoll.....II-31
1$100
   PlaceIQ Enters into Partnership with Tapad.....II-32
Interpublic Group Enters into Partnership Agreement with Millennial Media.....II-32
Sokal Media Group Establishes Strategic Partnership with Millennial Media.....II-32
Flite Forms Partnership with Atlas.....II-32
Millennial Media Partners with Turn.....II-32
Virgin Media Establishes Partnership with BlackArrow.....II-32
4INFO Enters into Partnership with Acxiom.....II-32
1$100
   BlackArrow Expands to Europe.....II-33
Jeep Utilizes Cross-Screen Technology of Millennial Media.....II-33
ValueClick Changes Name to Conversant, Inc......II-33
Millennial Media Takes Over Jumptap.....II-33
Blinkx to Acquire Rhythm NewMedia, a Mobile Video Ad Platform.....II-33
Drawbridge Partners with TRUSTe for Cross-Device Advertising Privacy Solution.....II-33
Mediahub/Mullen Establishes Partnership with Millennial Media.....II-33
1$100
   Frontline® Plus Establishes Partnership with MediaBrix.....II-34
Lukup Media Signs Agreement with Mediabrands Indonesia.....II-34
Adometry Collaborates with Tapad.....II-34
Adform and Marin Software Merges Advertising Technology Platforms.....II-34
Taptica Plans to Expand Globally.....II-34
Nielsen Obtains FTC Approval to Acquire Arbitron.....II-34
1$100
   4INFO, Inc. (USA).....II-35
Amobee, Inc. (USA).....II-35
1$100
   AOL, Inc. (USA).....II-36
Apple, Inc. (USA).....II-36
1$100
   Atlas Solutions, Inc. (USA).....II-37
Conversant, Inc. (USA).....II-37
1$100
   Drawbridge (USA).....II-38
Google, Inc. (USA).....II-38
InMobi (India).....II-38
1$100
   Microsoft Advertising (USA).....II-39
Millennial Media (USA).....II-39
1$100
   PubMatic (USA).....II-40
RhythmOne (USA).....II-40
1$100
   Rovi Corporation (USA).....II-41
Sizmek (USA).....II-41
1$100
   Tapad, Inc. (USA).....II-42
Yahoo, Inc. (USA).....II-42
1$100
   Table 11: World Recent Past, Current & Future Analysis for Cross-Platform Advertising by Geographic Region/ Country - US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart) (includes corresponding Graph/Chart).....II-431$350
   Table 12: World 8-Year Perspective for Cross-Platform Advertising by Geographic Region/Country - Percentage Breakdown of Revenues for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan), Latin America and Rest of World Markets for Years 2013, 2015 & 2020 (includes corresponding Graph/Chart) (includes corresponding Graph/Chart).....II-441$350
   A. Market Analysis.....III-1
Market Overview.....III-1
1$75
   Table 13: Cross-Platform Advertising Packages in the US (As of 2014): Percent of Advertisers and Publishers Offering Advertising Package Sales by Combination of Platforms (includes corresponding Graph/Chart).....III-21$200
   Changing Media Consumption Trends Influence Market Growth.....III-3
Table 14: US Digital Media Market (As of June 2014): Percent of Time Spent by Platform (includes corresponding Graph/Chart).....III-3
Advanced Mobile Devices Foster Growth in Mobile Advertising Market.....III-3
Automotive Advertising Chasing the Trend.....III-3
1$200
   Product Launches.....III-44$300
   Strategic Corporate Developments.....III-84$300
   Key Players.....III-128$495
   B. Market Analytics.....III-20
Table 15: US Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-20
1$200
   Market Analysis.....III-21
Table 16: Canadian Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-21
1$200
   A. Market Analysis.....III-22
Market Overview.....III-22
Strategic Corporate Developments.....III-22
1$75
   B. Market Analytics.....III-23
Table 17: Japanese Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-23
1$200
   A. Market Analysis.....III-24
Market Overview.....III-24
Expanding Internet User Base: Opportunity for Cross-Platform Advertising
  Market.....III-24
1$75
   Table 18: Internet Users and Internet Penetration Rate in European Countries (2013) (includes corresponding Graph/Chart).....III-251$200
   Table 19: Mobile Internet Penetration (As a Percentage of Total Population) in Europe: 2014E (includes corresponding Graph/Chart).....III-26
European Associations.....III-26
European Interactive Advertising Association.....III-26
Interactive Advertising Bureau.....III-26
1$200
   Strategic Corporate Developments.....III-271$75
   B. Market Analytics.....III-28
Table 20: European Recent Past, Current & Future Analysis for Cross-Platform Advertising by Geographic Region/Country - France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-28
1$200
   Table 21: European 8-Year Perspective for Cross-Platform Advertising by Geographic Region/Country - Percentage Breakdown of Revenues for France, Germany, Italy, UK, Spain, Russia and Rest of Europe Markets for Years 2013, 2015 & 2020 (includes corresponding Graph/Chart).....III-291$200
   Market Analysis.....III-30
Table 22: French Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-30
1$200
   Market Analysis.....III-31
Table 23: German Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-31
1$200
   Market Analysis.....III-32
Table 24: Italian Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-32
1$200
   A. Market Analysis.....III-33
Market Overview.....III-33
Table 25: Number of Internet Users and Penetration Levels in the UK (2007-2014) (includes corresponding Graph/Chart).....III-33
1$200
   Growing Tablet Penetration Presents Opportunity.....III-34
Product Launches.....III-34
Strategic Corporate Development.....III-34
1$75
   B. Market Analytics.....III-35
Table 26: UK Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-35
1$200
   Market Analysis.....III-36
Table 27: Spanish Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-36
1$200
   Market Analysis.....III-37
Table 28: Russian Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-37
1$200
   Market Analysis.....III-38
Table 29: Rest of Europe Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-38
1$200
   A. Market Analysis.....III-39
Asia-Pacific Presents Strong Growth Potential.....III-39
Increasing Penetration of Mobile Devices: A Favorable Factor.....III-39
1$75
   Product Launch.....III-40
B. Market Analytics.....III-40
Table 30: Asia-Pacific Recent Past, Current & Future Analysis for Cross-Platform Advertising by Geographic Region/Country - Australia, China, India, South Korea, and Rest of Asia-Pacific Markets Independently Analyzed with Annual Revenue in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-40
1$200
   Table 31: Asia-Pacific 8-Year Perspective for Cross-Platform Advertising by Geographic Region/ Country - Percentage Breakdown of Revenues for Australia, China, India, South Korea, and Rest of Asia-Pacific Markets for Years 2013, 2015 & 2020 (includes corresponding Graph/Chart).....III-411$200
   Market Analysis.....III-42
Table 32: Australian Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-42
1$200
   A. Market Analysis.....III-43
Growing Utilization of Mobile Internet Drives Cross-Platform Advertising
  Market.....III-43
Expanding Internet User Population Bodes Well for Market Growth.....III-43
Table 33: Internet Usage in China (2007-2014): Breakdown by Number of Internet Users, Internet Penetration Rates (includes corresponding Graph/Chart).....III-43
1$200
   Table 34: Internet Users in China (2014): Percentage Share Breakdown of Internet Users by Age Group (includes corresponding Graph/Chart).....III-44
Key Internet, Mobile and Social Media Statistics in China.....III-44
1$200
   B. Market Analytics.....III-45
Table 35: Chinese Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-45
1$200
   A. Market Analysis.....III-46
Current and Future Analysis.....III-46
InMobi (India) – A Key Player.....III-46
1$75
   B. Market Analytics.....III-47
Table 36: Indian Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-47
1$200
   A. Market Analysis.....III-48
Market Overview.....III-48
Table 37: South Korean Mobile Market (2011-2016): Percentage Breakdown of Internet Users as a Proportion of Mobile Users and Total Population (includes corresponding Graph/Chart).....III-48
1$200
   B. Market Analytics.....III-49
Table 38: South Korean Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-49
1$200
   A. Market Analysis.....III-50
Current and Future Analysis.....III-50
Strategic Corporate Developments.....III-50
1$75
   B. Market Analytics.....III-51
Table 39: Rest of Asia-Pacific Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-51
1$200
   A. Market Analysis.....III-52
Market Overview.....III-52
Brazil: A Rapidly Expanding Cross-Platform Advertising Market.....III-52
1$75
   B. Market Analytics.....III-53
Table 40: Latin American Recent Past, Current & Future Analysis for Cross-Platform Advertising by Geographic Region/Country - Brazil, Mexico, and Rest of Latin America Markets Independently Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-53
1$200
   Table 41: Latin American 8-Year Perspective for Cross-Platform Advertising by Geographic Region/Country - Percentage Breakdown of Revenues for Brazil, Mexico, and Rest of Latin America Markets for Years 2013, 2015 & 2020 (includes corresponding Graph/Chart).....III-541$200
   A. Market Analysis.....III-55
Current and Future Analysis.....III-55
Cross-Platform Advertising in Middle East & Africa: An Emerging Market.....III-55
Saudi Arabia: Proliferation of Mobile Devices Drives Market Growth.....III-55
Product Launches.....III-55
1$75
   B. Market Analytics.....III-56
Table 42: Rest of World Recent Past, Current & Future Analysis for Cross-Platform Advertising Market Analyzed with Annual Revenue Figures in US$ Million for Years 2013 through 2020 (includes corresponding Graph/Chart).....III-56
1$200
    
 
 


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