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Now is a good time to reassess telco strategies in mobile advertising, what is working, where they have failed, and the future prospects.


  • The mobile advertising market has consolidated rapidly over the last five years and is now dominated by a small group of powerful players that between them generate the majority of revenues.
  • The majority of operators that have that experimented with mobile advertising have achieved mixed results.

Features and Benefits

  • Outlines the strategic options available to telcos that want to engage in mobile advertising.
  • Provides a realistic assessment of telco data assets and their role in mobile advertising.

Key questions answered

  • How can telcos position in mobile advertising and what strategies can they adopt?
  • What are the prospects for telcos in mobile advertising?
  • What mistakes have telcos made in mobile advertising in the past?

Table of contents


  • In brief
  • Ovum view
  • Recommendations for telcos

Market status

  • The rise of mobile advertising
  • The competitive landscape
  • Operator positioning

Market dynamics

  • An introduction to operator strategies in mobile advertising
  • The foundation: leveraging data assets
  • Telco data initiatives
  • Mobile advertising as a customer engagement tool
  • Advertising-driven loyalty programs
  • The telco as a digital ad tech player
  • Operator-initiated ad blocking: handle with care

Market outlook

  • There is still room to maneuver but the gap is closing
  • Telcos must move faster in mobile advertising
  • Making an impact
  • Exploiting opportunities in emerging markets
  • Emphasizing data privacy
  • Identifying why people opt out where possible
  • Taking data assets to the next level


  • Methodology
  • Further reading
  • Author

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