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Mobile advertising: opportunities for operators

22 March 2017 | Research

Strategy report | PPTX and PDF (9 slides) | Digital Services


"Operators should invest heavily in acquiring or developing localised digital advertising services if they aim to compete against Internet giants.”

Mobile advertising: opportunities for operators

Operators stand at the intersection of multiple groups in the mobile advertising ecosystem (consumers, advertisers, publishers and platforms) and are in a position to provide digital advertising services to all of them. However, operators will face challenges in capturing a defensible position against competitors such as Facebook and Google.

This report provides:

  • an examination of the challenges that telcos face in competing against Internet giants, such as Facebook and Google, in the mobile advertising value chain
  • a discussion of the types of opportunities that would enable operators to compete in mobile advertising, as outlined in Analysys Mason’s digital services strategic framework.

USD 1499

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