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市場調查報告書

行動廣告市場上的通訊企業:贊助資料與廣告驅動型忠誠度計劃

Telcos in Mobile Advertising: Sponsored Data and Ad-driven Loyalty Schemes

出版商 Ovum, Ltd. 商品編碼 355530
出版日期 內容資訊 英文 18 Pages
商品交期: 最快1-2個工作天內
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行動廣告市場上的通訊企業:贊助資料與廣告驅動型忠誠度計劃 Telcos in Mobile Advertising: Sponsored Data and Ad-driven Loyalty Schemes
出版日期: 2015年12月01日 內容資訊: 英文 18 Pages
簡介

在通訊和數位媒體環境一體化發展情形下,通訊企業必須謀求與他同業公司和OTT業者的差異化。可是,由於無法謀求標準的服務指標差異化,為了讓客戶參與用各種手段打廣告,贊助商打算以強力品牌強度吸引客戶。代表案例之一是「贊助資料」(Sponsored data) ,這作為新廣告市場廣受歡迎。是還有一個是「廣告驅動型忠誠度計劃」 (Ad-driven Loyalty Schemes) ,不過,這還沒廣泛普及。現在品牌商品企業和內容供應商是主要的客戶,不過,今後預計各種廠商和企業用服務,以及教育、醫療、金融服務的產業利用也將擴大。

本報告提供行動通訊廣告市場新潮流 - 贊助資料與廣告驅動型忠誠度計劃 - 與今後預測相關分析,各服務概要,及對利害關係者 (消費者、廣告主) 來說的優點,今後應克服的課題 (客戶獲得手段、服務&費率方案的改善點等),「網路的中立性」的問題,主要企業的最佳業務實踐 (China Telecom、AT&T、Telefonica/O2) 等相關調查。

第1章 摘要

  • 概要
  • Ovum的見解
  • 建議

第2章 市場現狀

  • 廣告是客戶參與用工具
  • 廣告驅動型忠誠度計劃 (Ad-driven loyalty schemes)
  • 贊助資料 (Sponsored data) 計劃
  • 贊助資料的報酬

第3章 市場動態

  • 贊助資料的新生態系統
  • 贊助資料:對利害關係者來說的優點
  • 贊助資料和「網路的中立性」

第4章 市場展望

  • 新興國家市場的贊助資料的前景看好
  • 廣告驅動型忠誠度計劃也聚集了關心,不過,不會馬上成長
  • 建議:Ad-driven loyalty schemes
  • 建議:贊助資料

第5章 附錄

  • 分析方法
  • 相關調查
  • 著者

圖表一覽

目錄
Product Code: TE0003-000883

Telcos can implement customer engagement advertising in a number of ways, including through sponsored data plans, which are becoming popular in emerging markets, and ad-driven loyalty schemes, which are still not common in the telco domain.

Highlights

  • In a converged communications and digital media environment, telcos not only have to differentiate against other telcos but also OTT players. This can be difficult if based on standard service parameters alone, which is where ad-driven loyalty schemes based on strong brand partnerships can help.
  • There is a large pool of parties that could potentially become data sponsors. Consumer retail brands and content providers are the most active sponsors today, but future sponsors could include OEMs and enterprises in the corporate sector and verticals such as education, health, and financial services.
  • Unmetered access will prompt consumers to more readily engage with a sponsor's service and/or advertising message. For example, consumers might be more inclined to click on a video or download an app if they knew that watching it will not eat into their data allowance.
  • Explains how to maximise opportunities for sponsored data plans and sponsored data rewards.
  • Lists the key requirements for a successful ad-driven loyalty program.

Features Benefits

  • Explains how to maximise opportunities for sponsored data plans and sponsored data rewards.
  • Lists the key requirements for a successful ad-driven loyalty program.
  • Includes detailed best practice case studies from China Telecom, AT&T, and Telefonica/O2.
  • ?

Questions Answers

  • What is the difference between sponsored data and data rewards? Which works best and why?
  • Are there any net neutrality issues for sponsored data, and if so what measures can be taken?
  • What are the key features of a well-designed sponsored data plan?

Table of Contents

1. Summary

  • In brief
  • Ovum view
  • Recommendations

2. Market status

  • Advertising as a customer engagement tool
  • Ad-driven loyalty schemes
  • Sponsored data plans
  • Sponsored data rewards

3. Market dynamics

  • An emerging ecosystem for sponsored data
  • Sponsored data: benefits to stakeholders
  • Sponsored data and net neutrality

4. Market outlook

  • Good prospects for sponsored data in emerging markets
  • Ad-driven loyalty will gain traction, but not overnight
  • Recommendations: Ad-driven loyalty schemes
  • Recommendations: Sponsored data

5. Appendix

  • Methodology
  • Further reading
  • Author

List of Figures

  • Figure 1: Strategies to leverage advertising as a customer engagement tool
  • Figure 2: Consumer views of loyalty schemes by industry segment
  • Figure 3: High-level view of the sponsored data stack
  • Figure 4: Aquto sponsored data enablement platform
  • Figure 5: Global M2M connections forecast, 2014-19
  • Figure 6: Global installed base by wearable device type, 2014-20
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