Published : Jun-2017
No. of Pages : 60
Table of contents 3
Table of exhibits 4
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 Telefónica 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
Telefónica
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: AOL's main ad platforms 31
Exhibit 23: Verizon digital advertising tool kit 32
Exhibit 24: Telefónica's digital services lineup 33
Exhibit 25: Telefónica's mobile advertising solutions 34
Exhibit 26: Milestones in ad tech - Telefónica/Axonix 35
Exhibit 27: Telefónica's digital advertising toolkit 36
Exhibit 28: Singtel's advertising subsidiary, Amobee 37
Exhibit 29: Singtel's digital advertising acquisitions 38
Exhibit 30: Amobee client results 39
Exhibit 31: Singtel's digital advertising toolkit 40
Exhibit 32: SFR's business model 41
Exhibit 33 Milestones in ad tech - SFR France 42
Exhibit 34: SFR mobile advertising solutions by segment 43
Exhibit 35: SFR's digital advertising toolkit 44
Exhibit 36: Indosat's digital business unit 45
Exhibit 37: Indosat's mobile advertising solutions 46
Exhibit 38: IMX's position in the mobile ad ecosystem 47
Exhibit 39: Indosat's digital advertising toolkit 48
Exhibit 40: AT&T'S advertising value proposition 49
Exhibit 41: Milestones in ad tech - AT&T 50
Exhibit 42: AT&T AdWorks core services 51
Exhibit 43: AT&T's 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: AOL's main ad platforms 31
Exhibit 23: Verizon digital advertising tool kit 32
Exhibit 24: Telefónica's digital services lineup 33
Exhibit 25: Telefónica's mobile advertising solutions 34
Exhibit 26: Milestones in ad tech - Telefónica/Axonix 35
Exhibit 27: Telefónica's digital advertising toolkit 36
Exhibit 28: Singtel's advertising subsidiary, Amobee 37
Exhibit 29: Singtel's digital advertising acquisitions 38
Exhibit 30: Amobee client results 39
Exhibit 31: Singtel's digital advertising toolkit 40
Exhibit 32: SFR's business model 41
Exhibit 33 Milestones in ad tech - SFR France 42
Exhibit 34: SFR mobile advertising solutions by segment 43
Exhibit 35: SFR's digital advertising toolkit 44
Exhibit 36: Indosat's digital business unit 45
Exhibit 37: Indosat's mobile advertising solutions 46
Exhibit 38: IMX's position in the mobile ad ecosystem 47
Exhibit 39: Indosat's digital advertising toolkit 48
Exhibit 40: AT&T'S advertising value proposition 49
Exhibit 41: Milestones in ad tech - AT&T 50
Exhibit 42: AT&T AdWorks core services 51
Exhibit 43: AT&T's digital advertising toolkit 52
