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Based on an Ovum survey of more than 300 brands in the US, France, and the UK, this report explores the use of data insights in digital advertising and perceptions of telco assets in this domain.


  • Brands surveyed thought that social networks were the best original source for mobile data insights, but telcos were in second place, and ahead of digital media companies, chat app platforms, and device manufactures.
  • Satisfaction levels with current partners could be better. Less than a quarter of brands in the survey are completely satisfied with the depth and quality of customer data insights provided by their current digital advertising partners.
  • Lack of awareness is one of the major factors behind brands not using telco data assets. Almost half of brands were not aware of the range and breadth of data insights that telcos can provide.

Features and Benefits

  • Explains who brands partner with for their digital advertising needs, and where telcos fit in.
  • Reveals how much brands spend on digital advertising today, and how this will change going forward.
  • Assesses how brands perceive telco data assets.

Key questions answered

  • What types of data insights do brands currently use for their digital advertising needs?
  • Do brands use telco data insights and analytics to support their advertising activities?

Table of contents


  • In brief
  • Ovum view
  • Recommendations for operators

A market opportunity up for grabs

  • Precise targeting is not yet common practice across the board
  • But the desire is there
  • Most brands still have a lot to learn about mobile advertising
  • Brands prize the reach and interactivity of mobile advertising
  • But mobile advertising still has pain points for brands

Digital advertising is thriving: Seize the opportunity

  • Digital advertising is on the rise and there is money to be made
  • Survey points to healthy digital advertising budgets
  • Mobile advertising: Experience and spend go hand in hand

Digital advertising partners: Room for maneuver

  • Facebook and Google are go-to partners for digital advertising
  • Satisfaction levels are solid rather than stellar

Brand perceptions of telco data assets

  • Brands tap into telco data but typically alongside other sources
  • Telcos rank highly as best original source for data insights
  • Telco data sets: The whole is valued even more than the parts
  • Many brands still lack knowledge of telco data
  • Lack of availability and awareness are key barriers to adoption

Looking ahead

  • An appetite for a wide range of data insights going forward
  • New segments beckon
  • How to stay ahead of the game


  • Methodology
  • Author

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