1、MEF MARKET REVIEW-MOBILE CONTENT AND ADSHistorical context,market data and future trends compiled by MEFs Content and Advertising programme C NTENTSEXECUTIVE SUMMARY.3INTRODUCTION.4THE MEF CONTENT AND ADVERTISING PROGRAMME.9PART 1:MOBILE CONTENT.11MARKET DYNAMICS DATA AND PROJECTIONS:THE APP BUSINES

2、S.12MARKET DYNAMICS DATA AND PROJECTIONS:THE MOBILE GAMING MARKET.16MOBILE CONTENT IN DEVELOPING MARKETS.21PAYING FOR MOBILE CONTENT:DIRECT CARRIER BILLING.22PART 2:MOBILE ADVERTISING.24MOBILE ADVERTISING.25MARKET DYNAMICS DATA AND PROJECTIONS:THE IN-APP AD BUSINESS.26MOBILE ADVERTISINGS 2021 RE-BOO

3、T NEW RULES FOR TRACKING AND MEASUREMENT.29AD FORMATS.30EMERGING MOBILE AD TRENDS.31CONCLUSION AND TAKE AWAYS.372Today,the MEF represents the interests of companies across the mobile value chain from payments to IoT.We are the Mobile Ecosystem Forum after all.But go back to our beginnings in 1999 an

4、d it was all about content.MEF launched as the Mobile Entertainment Forum with a mission to bring together the worlds of entertainment and telecoms.23 years on,that remains a priority.So whats changed?Well obviously the nature of mobile content itself.Weve moved on from the static personalisation pr

5、oducts of the early 2000s to a world of rich video,massively multiplayer games and streaming music.The delivery mechanism has also evolved;we now have app stores transacting billions of dollars every year.And then there is the payment rail/business model.The pioneering content publishers of 1999 had

6、 one option:take a cut of premium SMS revenues.Today,they can take a rev share from card and direct carrier billing transactions.Or they can fund by advertising.In fact,the ad ecosystem plays a central role in the ongoing progress of mobile content.Its now a vibrant and dynamic space.Its for these r