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市場調查報告書

行動廣告的電信業者:整體情況

Telcos in Mobile Advertising: The Big Picture

出版商 Ovum, Ltd. 商品編碼 355529
出版日期 內容資訊 英文 19 Pages
商品交期: 最快1-2個工作天內
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行動廣告的電信業者:整體情況 Telcos in Mobile Advertising: The Big Picture
出版日期: 2015年11月12日 內容資訊: 英文 19 Pages
簡介

本報告提供行動廣告的電信業者策略的再評估,有作用的東西,失敗的東西,今後展望等相關資料,為您概述為以下內容。

第1章 摘要

  • 概要
  • Ovum的見解
  • 電信業者的建議

第2章 市場現狀

  • 行動廣告的崛起
  • 競爭展望
  • 經營者的地位

第3章 市場動態

  • 行動廣告的經營者策略的簡介
  • 基礎:資料資產的有效利用
  • 電信業者的資料主張
  • 跟客戶的參與工具的行動廣告
  • 廣告驅動型忠誠度計畫
  • 電信業者是數位廣告的技術選手
  • 經營者開始型廣告區域:注意處理

第4章 市場展望

  • 留下誘導空間但差距正在縮小
  • 電信業者在行動廣告中要求動作更快
  • 留下印象
  • 開拓新興市場的機會
  • 強調資料的隱私
  • 找出可能的情況下人們選擇退出的理由
  • 資料資產至下個層級

第5章 附屬資料

  • 調查手法
  • 相關報告書
  • 著者
目錄
Product Code: TE0003-000882

Now is a good time to reassess telco strategies in mobile advertising, what is working, where they have failed, and the future prospects.

Highlights

  • The mobile advertising market has consolidated rapidly over the last five years and is now dominated by a small group of powerful players that between them generate the majority of revenues.
  • The majority of operators that have that experimented with mobile advertising have achieved mixed results.
  • Outlines the strategic options available to telcos that want to engage in mobile advertising.
  • Provides a realistic assessment of telco data assets and their role in mobile advertising.

Features Benefits

  • Outlines the strategic options available to telcos that want to engage in mobile advertising.
  • Provides a realistic assessment of telco data assets and their role in mobile advertising.

Questions Answers

  • How can telcos position in mobile advertising and what strategies can they adopt?
  • What are the prospects for telcos in mobile advertising?
  • What mistakes have telcos made in mobile advertising in the past?

Table of Contents

1. Summary

  • In brief
  • Ovum view
  • Recommendations for telcos

2. Market status

  • The rise of mobile advertising
  • The competitive landscape
  • Operator positioning

3. Market dynamics

  • An introduction to operator strategies in mobile advertising
  • The foundation: leveraging data assets
  • Telco data initiatives
  • Mobile advertising as a customer engagement tool
  • Advertising-driven loyalty programs
  • The telco as a digital ad tech player
  • Operator-initiated ad blocking: handle with care

4. Market outlook

  • There is still room to maneuver but the gap is closing
  • Telcos must move faster in mobile advertising
  • Making an impact
  • Exploiting opportunities in emerging markets
  • Emphasizing data privacy
  • Identifying why people opt out where possible
  • Taking data assets to the next level

5. Appendix

  • Methodology
  • Further reading
  • Author

List of Figures

  • Figure 1: Smartphone sales volume forecast, by region
  • Figure 2: Global Internet advertising revenues by sector
  • Figure 3: Mobile advertising driven by substitution from other channels
  • Figure 4: Operator positioning strategies
  • Figure 5: Examples of telco data assets
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