2016 China's Mobile Marketing Report—The Era of Programmatic Buying

Source:iResearchAugust 16,20164:28 AM Overview Mobile internet economy is a representative of China’s new economy. From 2012 to 2015, the revenue of mobile internet economy grew at a CAGR of over 120%. The revenue increased from 11.86 billion Yuan in 2011 to 434.36 billion Yuan in 2015.
Contents

Table of Contents of Full-version Report

1 Overview of Mobile Marketing Industry in China
1.1 The Object under Study
1.2 Definitions
1.3 Milestones
1.4 Major Participants
1.5 Ad Purchase Modes
1.6 Ad Presentation Modes
1.7 Ad Charging Modes
1.8 Characteristics of Mobile Marketing

2 Current State of Mobile Marketing Industry in China
2.1 Market Environment
2.2 Policy Environment
2.3 Macroeconomic Background
2.4 Economic Environment
2.5 Revenue of Mobile Marketing Industry in the U.S.
2.6 Revenue of Mobile Marketing Industry in China
2.7 Revenue Structure of China’s Mobile Marketing Market——Media
2.8 Revenue Structure of China’s Mobile Marketing Market——Platforms
2.9 Revenue Structure of China’s Mobile Marketing Market——Forms
2.10 Technological Development
2.11 Capital Market
2.12 Listed Companies
2.13 General Changes
2.14 Development Directions

3 Analysis of Participants in Mobile Advertising Industry Chain in China
3.1 Overview of Participants
3.2 Optimization of the Environment for Mobile Marketing Industry
3.3 Value Chain
3.4 Industry Chain
3.5 Participants in Mobile Advertising Industry Chain——Advertisers
3.6 Participants in Mobile Advertising Industry Chain——Media
3.7 Participants in Mobile Advertising Industry Chain——ADX&SSP
3.8 Participants in Mobile Advertising Industry Chain——DSPAN
3.9 Participants in Mobile Advertising Industry Chain——DSP

4 Case Study of Mobile Marketing Industry in China
4.1 Case Study of Mobile Marketing Companies in China——Chance Ad
4.2 Chance Ad: Helped “Tribal Conflict: Clash Royale” to Reach its Peak in China
4.3 Chance Ad: Increased Exposure of “Saint Seiya Rebirth” through IP Omni Channel
4.4 Case Study of Mobile Marketing Companies in China——Limei
4.5 Limei: Brand Advertising of Beingmate “The Most Beautiful Maternal Love 45° Activity”
4.6 Case Study of Mobile Marketing Companies in China——Sunteng
4.7 Sunteng: Qualcomm Used BiddingX to Show Spirit of a Big Brand
4.8 Case Study of Mobile Marketing Companies in China——Emar
4.9 Emar: Yibo DSP Helped Jingdong Finance to Gain High Quality Customers with Low Cost
4.10 Case Study of Mobile Marketing Companies in China——Youmi
4.11 Youmi: Look-alike Technology Helps Midea Soy Milk Maker to Achieve Large Scale DSP Promotion

5 Trends and Exploration of Mobile Marketing Industry in China
5.1 General Trends of the Industry
5.2 The Rise of Mobile Video Adverting
5.3 The Popularity of Mobile Native Advertising
5.4 Scene Marketing: Releasing the Demand of Local Advertisers
5.5 Programmatic Buying Accelerates the Commercialization of Mobile Traffic
5.6 Continuous Expansion of PDB
5.7 New Channels, New Opportunities1——Smart TV (OTT)
5.8 New Channels, New Opportunities 2——VR
5.9 Overseas Business: Mobile Marketing Starts Blue Ocean Journey
5.10 The Refinement of Advertising Effectiveness Measurement

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