Operator digital advertising: case studies and analysis
Digital advertising is attractive to operators because of the associated projected revenue growth, but recent operator exits from this market suggest that operators should be cautious. Both the extent to which operators are seeking involvement and the areas in which they are competing vary substantially.
Key questions answered in this report.
- What is digital advertising and how does the value chain work?
- What are the opportunities for telecoms operators and in what ways can they get involved?
- What are the different approaches being pursued by operators that have some exposure to digital advertising?
The following companies are included as case studies.
Digital economy initiatives tracker 3Q 2021
Access to first-party customer data and ad space puts operators in a strong place to explore digital advertising
Mobile data and financial services underpinned African operator groups’ revenue growth in 2020