Telco Digital Advertising Strategies: Leveraging Data, Technology And Content Assets To Generate Revenue

LONDON, June 26, 2017Summary
Telecom players globally are increasingly looking at advertising, and digital advertising in particular, as a revenue growth opportunity. Digital advertising is the fastest growing segment in the global advertising market, and a formidable revenue engine for digital technology players.

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Digital advertising spending is driven by explosive growth in the consumption of online content, mobile apps and video. Advances in data-driven audience analytics combined with the widespread adoption of automated advertising trading platforms are empowering advertisers and publishers to make real-time decisions that maximize the performance of marketing campaigns.

Telcos around the world recognize the growth opportunities presented by digital advertising. It offers the potential to diversify their revenue base and move toward high growth digital business models. Participation in the digital advertising ecosystem enables telcos to expand beyond their core services and geographical reach, driving operational scale. Most importantly, advertising can become a revenue engine for telcos, an excellent vehicle to monetize their valuable data assets in order to drive content innovation, user satisfaction and retention, and long-term sustainability.

Telcos can position their authenticated user data and behavior-based analytics as tools to differentiate and provide added-value to both advertisers and publishers. They can integrate their premium content with big data to drive advertising sales. Telcos can also benefit by investing in open-architecture advertising platforms and becoming enablers for enterprises, telcos and other ecosystem players. Advertising revenues can be used to fund free new OTT services, driving customer loyalty. Telcos also have the opportunity to change the competitive landscape of digital advertising by establishing horizontal data and advertising technology partnerships across geographic boundaries.

The report “Telco Digital Advertising Strategies: Leveraging Data, Technology And Content Assets To Generate Revenue” is a thematic research report that examines the increased focus and participation of telecom services providers (Telcos) in the digital/mobile advertising ecosystem. Digital is the fastest growing segment in the global advertising market, and a formidable revenue engine for digital technology players. Telcos are adopting advertising business models and developing offerings to increase their participation and revenue share in this lucrative market.

In depth, it provides the following –
– Provides a high-level overview of the digital advertising opportunity and the main trends driving growth in this market globally.
– Examine the business drivers for Telcos’ interest in the digital advertising business and their participation in the advertising solutions value chain. We also identify the various go-to-market approaches and revenue models telcos are using to to profit from the advertising opportunity.
– Provides in-depth review of how leading telecom companies AT&T, Verizon, Telefónica, SFR France, Singtel and Indosat Ooredoo are building a presence and market share in digital advertising. We examine their respective objectives, organization, go-to-market strategy, value proposition and competencies in the digital advertising realm.
– Insights into summary of the opportunities, challenges and success factors in digital advertising, as well as recommendations, for telecom services providers.

Companies mentioned in this report: AT&T, Indosat Ooredoo, Singtel, SFR France, Telefónica and Verizon.

Open technology advertising platforms are being leveraged by telcos to create value for the business to –
– Create global scale
– Develop more reach, serve new advertising client segments
– Create additional revenue streams by licensing technology to third parties
– Compete against walled-garden systems (Google, Facebook and the like)
– Leverage and monetize data beyond their mobile geography.

Reasons to buy
– The report provides a global view of the opportunity and growth trends in digital advertising, as well as the revenue models and go-to-market strategies of six leading telecom service providers.
– This analysis is useful for telecom executives to evaluate their position vis-à-vis the major growth opportunities in digital advertising and make informed decisions about strategic investments, value proposition and growth strategies to rapidly grow their presence in the digital advertising market.
– The report provides valuable insights about alternative revenue models and the range of product/service offerings that have helped telecom service providers to build a presence and begin profiting from the digital advertising opportunity.
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