Telco Digital Advertising Strategies Key Players 2017 - AT&T, Indosat Ooredoo, Singtel and SFR France Market Analysis and Forecast 2022

Summary 

The advertising ecosystem is a growth engine generating over US$200bn in revenue for multiple players. Digital advertising spending is driven by explosive growth in the consumption of online content, mobile apps and video. Telecom operators are increasing their presence in digital advertising. 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. Some telcos are focusing on seizing technology assets to drive scale and growth in advertising. Some are building robust content arsenals to drive viewership growth and advertising inventory. Others strive to maximize revenue by building diversified ad solutions portfolios.

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Scope of the Report

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.

  Key Players

AT&T

Indosat Ooredoo

Singtel

SFR France

Telefónica and Verizon

  Table of Contents 

Table of contents 3 
Table of exhibits 4 
Executive summary 6 
Introduction: Report scope and market taxonomy 7 
Report scope 
Digital advertising defined 
Programmatic advertising 
Section 1: Digital advertising trends and ecosystem 11 
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 19 
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  .Continued

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