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

  • ID: 4315762
  • Report
  • 60 pages
  • GlobalData
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FEATURED COMPANIES

  • AT&T
  • Indosat Ooredoo
  • SFR France
  • Singtel
  • Telefónica and Verizon
  • MORE
Telco Digital Advertising Strategies: Leveraging Data, Technology And Content Assets To Generate Revenue

Summary

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.

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 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.

Scope

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.
  • The report’s case studies provide real examples of market approaches and strategies being employed by Telcos to build revenue opportunities in digital advertising, and how these market participants are leveraging their organizations, assets, core competencies and ecosystem partnerships to drive revenue creation activities in digital advertising.
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Note: Product cover images may vary from those shown
2 of 4

FEATURED COMPANIES

  • AT&T
  • Indosat Ooredoo
  • SFR France
  • Singtel
  • Telefónica and Verizon
  • MORE
Executive summary
Introduction: Report scope and market taxonomy
Report scope
Digital advertising defined
Programmatic advertising
Section 1: Digital advertising trends and ecosystem
Digital takes hold of the global advertising market
Mobile is the growth engine of digital advertising
‘In-app’ mobile advertising solutions continue to expand
Strong video consumption fuels video advertising spend
Programmatic ad solutions present opportunities
Many solutions converge to create a digital advertisement
The digital advertising ecosystem is fast expanding
Google and Facebook control digital advertising revenues
Section 2: Telcos and the digital ad opportunity
Digital advertising offers excellent upside potential for telcos
Telcos are investing in ad platforms, media and analytics
Diverse revenue models help telcos grow in digital advertising
Technology makes digital ad viable for Singtel and Verizon
Content drives the ad business at AT&T and SFR
Diversified revenue models work for Telefónica and Indosat
Telcos use three core market approaches to advertising
Telcos can create synergies across advertising, content and data
Section 3: Telco advertising strategies
Verizon
Telefónica
Singtel
SFR
Indosat Ooredoo
AT&T
Section 4: Key Findings & Recommendations
Opportunities
Telco challenges and success factors
Recommendations
Appendices
Companies mentioned
Contacts

List of Tables
Exhibit 1: Report scope
Exhibit 2: Digital advertising categories
Exhibit 3: Programmatic advertising methods and players
Exhibit 4: Global digital advertising revenue
Exhibit 5: Global mobile advertising revenue
Exhibit 6: In-app share of mobile ad spend, worldwide
Exhibit 7: Video share of ad budgets, 2016
Exhibit 8: Mobile video advertising spend growth
Exhibit 9: Technology solutions in digital advertising
Exhibit 10: Players of the digital advertising ecosystem
Exhibit 11: Global digital advertising revenue shares, 2016
Exhibit 12: Drivers for telcos’ inroads in digital advertising
Exhibit 13: Telcos’ presence in the digital ad solutions chain
Exhibit 14: Telco market approaches, digital advertising
Exhibit 15: Digital ad revenue models explored by telcos
Exhibit 16: Technology-centric revenue model
Exhibit 17: Content-centric revenue model
Exhibit 18: Diversified revenue model
Exhibit 19: Challenges and opportunities for telcos, digital ad
Exhibit 20: Verizon Wireless subscriber adds by quarter
Exhibit 21: Yahoo digital display and search revenue
Exhibit 22: AOL’s main ad platforms
Exhibit 23: Verizon digital advertising tool kit
Exhibit 24: Telefónica’s digital services lineup
Exhibit 25: Telefónica’s mobile advertising solutions
Exhibit 26: Milestones in ad tech - Telefónica/Axonix
Exhibit 27: Telefónica’s digital advertising toolkit
Exhibit 28: Singtel’s advertising subsidiary, Amobee
Exhibit 29: Singtel’s digital advertising acquisitions
Exhibit 30: Amobee client results
Exhibit 31: Singtel’s digital advertising toolkit
Exhibit 32: SFR’s business model
Exhibit 33 Milestones in ad tech - SFR France
Exhibit 34: SFR mobile advertising solutions by segment
Exhibit 35: SFR’s digital advertising toolkit
Exhibit 36: Indosat’s digital business unit
Exhibit 37: Indosat’s mobile advertising solutions
Exhibit 38: IMX’s position in the mobile ad ecosystem
Exhibit 39: Indosat’s digital advertising toolkit
Exhibit 40: AT&T’S advertising value proposition
Exhibit 41: Milestones in ad tech - AT&T
Exhibit 42: AT&T AdWorks core services
Exhibit 43: AT&T’s digital advertising toolkit

List of Figures
Exhibit 1: Report scope
Exhibit 2: Digital advertising categories
Exhibit 3: Programmatic advertising methods and players
Exhibit 4: Global digital advertising revenue
Exhibit 5: Global mobile advertising revenue
Exhibit 6: In-app share of mobile ad spend, worldwide
Exhibit 7: Video share of ad budgets, 2016
Exhibit 8: Mobile video advertising spend growth
Exhibit 9: Technology solutions in digital advertising
Exhibit 10: Players of the digital advertising ecosystem
Exhibit 11: Global digital advertising revenue shares, 2016
Exhibit 12: Drivers for telcos’ inroads in digital advertising
Exhibit 13: Telcos’ presence in the digital ad solutions chain
Exhibit 14: Telco market approaches, digital advertising
Exhibit 15: Digital ad revenue models explored by telcos
Exhibit 16: Technology-centric revenue model
Exhibit 17: Content-centric revenue model
Exhibit 18: Diversified revenue model
Exhibit 19: Challenges and opportunities for telcos, digital ad
Exhibit 20: Verizon Wireless subscriber adds by quarter
Exhibit 21: Yahoo digital display and search revenue
Exhibit 22: AOL’s main ad platforms
Exhibit 23: Verizon digital advertising tool kit
Exhibit 24: Telefónica’s digital services lineup
Exhibit 25: Telefónica’s mobile advertising solutions
Exhibit 26: Milestones in ad tech - Telefónica/Axonix
Exhibit 27: Telefónica’s digital advertising toolkit
Exhibit 28: Singtel’s advertising subsidiary, Amobee
Exhibit 29: Singtel’s digital advertising acquisitions
Exhibit 30: Amobee client results
Exhibit 31: Singtel’s digital advertising toolkit
Exhibit 32: SFR’s business model
Exhibit 33 Milestones in ad tech - SFR France
Exhibit 34: SFR mobile advertising solutions by segment
Exhibit 35: SFR’s digital advertising toolkit
Exhibit 36: Indosat’s digital business unit
Exhibit 37: Indosat’s mobile advertising solutions
Exhibit 38: IMX’s position in the mobile ad ecosystem
Exhibit 39: Indosat’s digital advertising toolkit
Exhibit 40: AT&T’S advertising value proposition
Exhibit 41: Milestones in ad tech - AT&T
Exhibit 42: AT&T AdWorks core services
Exhibit 43: AT&T’s digital advertising toolkit
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  • AT&T
  • Indosat Ooredoo
  • Singtel
  • SFR France
  • Telefónica and Verizon
Note: Product cover images may vary from those shown
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