skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Introduction

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

Highlights

  • 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

Summary

  • 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

Appendix

  • Methodology
  • Further reading
  • Author

Recommended Articles

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

  • Enterprise Services

    5G: Another technology in search of enterprise use cases

    By Evan Kirchheimer 26 Apr 2018

    Service provider interest in justifying 5G investment through its potential to open new revenue streams from the enterprise segment is growing ever greater.

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now