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

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

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.

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.

The report is structured as follows -
- Introduction: We start with the taxonomy utilized to frame the report objectives and focus.
- Section 1: Market context - digital services trends and ecosystem. This section provides a high-level overview of the digital advertising opportunity and the main trends driving growth in this market globally.
- Section 2: Telcos and the digital advertising opportunity. Here we 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.
- Section 3: Telco advertising strategies. In this section, we conduct a more in-depth review of how leading telecom companies AT&T, Verizon, Telefnica, 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.
- Section 4: Key findings and recommendations. We conclude the report with a Summary of the opportunities, challenges and success factors in digital advertising, as well as recommendations, for telecom services providers.

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--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 reports 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.

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 Telefnica and Indosat
Telcos use three core market approaches to advertising
Telcos can create synergies across advertising, content and data
Section 3: Telco advertising strategies 28
Verizon
Telefnica
Singtel
SFR
Indosat Ooredoo
AT&T
Section 4: Key Findings & Recommendations 53
Opportunities
Telco challenges and success factors
Recommendations
Appendices 57
Companies mentioned
Contacts

List Of Tables


Exhibit 1: Report scope 8
Exhibit 2: Digital advertising categories 9
Exhibit 3: Programmatic advertising methods and players 10
Exhibit 4: Global digital advertising revenue 12
Exhibit 5: Global mobile advertising revenue 13
Exhibit 6: In-app share of mobile ad spend, worldwide 14
Exhibit 7: Video share of ad budgets, 2016 15
Exhibit 8: Mobile video advertising spend growth 15
Exhibit 9: Technology solutions in digital advertising 16
Exhibit 10: Players of the digital advertising ecosystem 17
Exhibit 11: Global digital advertising revenue shares, 2016 18
Exhibit 12: Drivers for telcos inroads in digital advertising 20
Exhibit 13: Telcos presence in the digital ad solutions chain 21
Exhibit 14: Telco market approaches, digital advertising 22
Exhibit 15: Digital ad revenue models explored by telcos 23
Exhibit 16: Technology-centric revenue model 24
Exhibit 17: Content-centric revenue model 25
Exhibit 18: Diversified revenue model 26
Exhibit 19: Challenges and opportunities for telcos, digital ad 27
Exhibit 20: Verizon Wireless subscriber adds by quarter 29
Exhibit 21: Yahoo digital display and search revenue 30
Exhibit 22: AOLs main ad platforms 31
Exhibit 23: Verizon digital advertising tool kit 32
Exhibit 24: Telefnicas digital services lineup 33
Exhibit 25: Telefnicas mobile advertising solutions 34
Exhibit 26: Milestones in ad tech - Telefnica/Axonix 35
Exhibit 27: Telefnicas digital advertising toolkit 36
Exhibit 28: Singtels advertising subsidiary, Amobee 37
Exhibit 29: Singtels digital advertising acquisitions 38
Exhibit 30: Amobee client results 39
Exhibit 31: Singtels digital advertising toolkit 40
Exhibit 32: SFRs business model 41
Exhibit 33 Milestones in ad tech - SFR France 42
Exhibit 34: SFR mobile advertising solutions by segment 43
Exhibit 35: SFRs digital advertising toolkit 44
Exhibit 36: Indosats digital business unit 45
Exhibit 37: Indosats mobile advertising solutions 46
Exhibit 38: IMXs position in the mobile ad ecosystem 47
Exhibit 39: Indosats digital advertising toolkit 48
Exhibit 40: AT&TS advertising value proposition 49
Exhibit 41: Milestones in ad tech - AT&T 50
Exhibit 42: AT&T AdWorks core services 51
Exhibit 43: AT&Ts digital advertising toolkit 52

List Of Figures


Exhibit 1: Report scope 8
Exhibit 2: Digital advertising categories 9
Exhibit 3: Programmatic advertising methods and players 10
Exhibit 4: Global digital advertising revenue 12
Exhibit 5: Global mobile advertising revenue 13
Exhibit 6: In-app share of mobile ad spend, worldwide 14
Exhibit 7: Video share of ad budgets, 2016 15
Exhibit 8: Mobile video advertising spend growth 15
Exhibit 9: Technology solutions in digital advertising 16
Exhibit 10: Players of the digital advertising ecosystem 17
Exhibit 11: Global digital advertising revenue shares, 2016 18
Exhibit 12: Drivers for telcos inroads in digital advertising 20
Exhibit 13: Telcos presence in the digital ad solutions chain 21
Exhibit 14: Telco market approaches, digital advertising 22
Exhibit 15: Digital ad revenue models explored by telcos 23
Exhibit 16: Technology-centric revenue model 24
Exhibit 17: Content-centric revenue model 25
Exhibit 18: Diversified revenue model 26
Exhibit 19: Challenges and opportunities for telcos, digital ad 27
Exhibit 20: Verizon Wireless subscriber adds by quarter 29
Exhibit 21: Yahoo digital display and search revenue 30
Exhibit 22: AOLs main ad platforms 31
Exhibit 23: Verizon digital advertising tool kit 32
Exhibit 24: Telefnicas digital services lineup 33
Exhibit 25: Telefnicas mobile advertising solutions 34
Exhibit 26: Milestones in ad tech - Telefnica/Axonix 35
Exhibit 27: Telefnicas digital advertising toolkit 36
Exhibit 28: Singtels advertising subsidiary, Amobee 37
Exhibit 29: Singtels digital advertising acquisitions 38
Exhibit 30: Amobee client results 39
Exhibit 31: Singtels digital advertising toolkit 40
Exhibit 32: SFRs business model 41
Exhibit 33 Milestones in ad tech - SFR France 42
Exhibit 34: SFR mobile advertising solutions by segment 43
Exhibit 35: SFRs digital advertising toolkit 44
Exhibit 36: Indosats digital business unit 45
Exhibit 37: Indosats mobile advertising solutions 46
Exhibit 38: IMXs position in the mobile ad ecosystem 47
Exhibit 39: Indosats digital advertising toolkit 48
Exhibit 40: AT&TS advertising value proposition 49
Exhibit 41: Milestones in ad tech - AT&T 50
Exhibit 42: AT&T AdWorks core services 51
Exhibit 43: AT&Ts digital advertising toolkit 52

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Reports Details

Published Date : Jun 2017
No. of Pages :60
Country :Global
Category :Technology
Publisher :GlobalData
Report Delivery By :Email
Report Delivery Time :12 to 24 hours after placing the order.

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