Telco Digital Advertising Industry Market Trends, Analysis and Review

Summary 

"Telco Digital Advertising Strategies: Leveraging Data, Technology And Content Assets To Generate Revenue" is a thematic research report by GlobalData 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.

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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.

  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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