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