TelecomTV TelecomTV
  • News
  • Videos
  • Channels
  • Events
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • Digital Platforms and Services
  • Open RAN
  • Cloud Native Telco
  • Telcos and Public Cloud
  • The Green Network
  • Private Networks
  • Open Telco Infra
  • 5G Evolution
  • Access Evolution
  • Edgenomics
  • Network Automation
  • 6G Research and Innovation
  • Security
  • More Topics
  • Network Partners
  • Industry Insights
  • Directory
  • Newsletters
  • |
  • About
  • Contact
  • |
  • Connect with us
  • Digital Platforms and Services
  • Open RAN
  • Cloud Native Telco
  • Telcos and Public Cloud
  • The Green Network
  • Private Networks
  • Open Telco Infra
  • 5G Evolution
  • Access Evolution
  • Edgenomics
  • Network Automation
  • 6G Research & Innovation
  • Security
  • Connect with TelecomTV
  • About
  • Privacy
  • Help
  • Contact
  • Sign In Register Subscribe
    • Subscribe
    • Sign In
    • Register
  • Search

Industry Announcements

Tracker

Mobile operators must embrace the $100 billion mobile advertising market says Strategy Analytics

Via Strategy Analytics Press Releases

May 2, 2017

SingTel, Sprint, Telefonica and Verizon Lead

Boston, MA - May 2, 2017 - Mobile operators should be doing more to leverage subscriber data in mobile advertising, particularly in the face of stallingservice revenue. Strategy Analytics latest report “Where Can Mobile Operators Succeed in Mobile Advertising?”concludes that the majority of operators are failing to take advantage of strong demand for transparent, precise and verifiable audience data from media buyers despite being perceived as providing “gold standard” audience data by digital marketers.

Nitesh Patel, Director, Wireless Media Strategies, commented

“We have categorized operators’ approaches to mobile advertising according to the extent of participation in advertising and media. SingTel and Verizon are “Transformers,” aggressively spanning network, ad-tech and media domains, while “Ad-Tech Players” such as Telefonica, Sprint and Telenor, have chosen to focus on advertising technology. Ericsson and Smartpipe are enabling operators to take a passive approach as “Data Providers” while we categorize Digicel and Three as “Cry Babies” given their anti-advertising positions.”

This report defines the market size for mobile operators in leveraging subscriber data, outlines the major challenges ahead, and provides recommendations on how operators should proceed in this sector.

David Kerr, Senior Vice President of Strategy Analytics added

“Most operators are yet to participate in mobile advertising despite being uniquely placed to provide media buyers with verified subscriber data tied to valuable demographic and behavioral attributes at scale. With global mobile operator revenue expected to decline from 2019 onwards, mobile advertising should not be overlooked. Operator subscriber data has potential to provide a shot-to-the arm for the programmatic mobile advertising ecosystem beyond Facebook and Google. However, operators must also tread carefully and ensure strict compliance with privacy and data protection regulations, particularly across the European Union with General Data Protection Regulation (GDPR) coming into force in May 2018.

Related Topics
  • Data & Analytics,
  • Media & Entertainment,
  • Mobile,
  • Network Automation,
  • News,
  • North America,
  • Research and Trials,
  • Strategy Analytics,
  • Tracker

More Like This

Access Evolution

KPN announces fourth-quarter and full-year results 2022

Jan 31, 2023

Digital Platforms and Services

Samsung Electronics announces fourth quarter and FY 2022 results

Jan 31, 2023

Access Evolution

Orange group announces executive committee reshuffle

Jan 31, 2023

Digital Platforms and Services

BT Group moves from mainframes to the cloud with Kyndryl, targets £17m annual savings

Jan 31, 2023

The Green Network

T‑Mobile Announces 2040 Net‑Zero Commitment

Jan 30, 2023

This content extract was originally sourced from an external website (Strategy Analytics Press Releases) and is the copyright of the external website owner. TelecomTV is not responsible for the content of external websites. Legal Notices

Email Newsletters

Stay up to date with the latest industry developments: sign up to receive TelecomTV's top news and videos plus exclusive subscriber-only content direct to your inbox – including our daily news briefing and weekly wrap.

Subscribe

Top Picks

Highlights of our content from across TelecomTV today

0:46

The Cloud Native Telco Summit returns this September!

8:32

Azita Arvani on Being a Female Leader at Rakuten Symphony

16:19

AT&T Amy Zwarico on securing telco applications in the public cloud

1:44

Join us for the greatest industry debate of the year!

TelecomTV
Company
  • About Us
  • Media Kit
  • Contact Us
Our Brands
  • DSP Leaders World Forum
  • Great Telco Debate
  • TelecomTV Events
Get In Touch
[email protected]
+44 (0) 207 448 1070
Connect With Us
  • Privacy
  • Cookies
  • Terms of Use
  • Legal Notices
  • Help

TelecomTV is produced by the team at Decisive Media.

© Decisive Media Limited 2023. All rights reserved. All brands and products are the trademarks of their respective holder(s).