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市場調查報告書

數位廣告 - 業者策略和案例研究

Digital Advertising - Operator Strategies and Case Studies

出版商 GlobalData 商品編碼 948189
出版日期 內容資訊 英文 31 Pages
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價格
數位廣告 - 業者策略和案例研究 Digital Advertising - Operator Strategies and Case Studies
出版日期: 2020年06月29日內容資訊: 英文 31 Pages
簡介

數位廣告,現在是全球廣告市場上成長快速的市場區隔。編程廣告技術,由於可自動配置目標廣告在數千廣告發布者站點,氣勢增加。Telco (通訊業者) 依然佔全球數位廣告支出少數佔有率,不過,其存在感增加。

本報告以Telco在數位廣告市場發揮的作用為焦點,提供市場上主要趨勢相關的系統性資訊。

目錄

目錄

摘要整理

第1章 簡介

第2章 數位廣告市場趨勢與生態系統

  • 數位廣告的全球市場趨勢
  • 數位廣告生態系統

第3章 數位廣告中Telco所扮演的角色

  • 數位廣告中Telco的主要促進因素
  • 數位廣告中Telco的市場定位
  • Telco的打入市場策略

第4章 Telco的案例研究

  • AT&T US
  • Verizon Media
  • SingTel

第5章 主要調查結果與建議

第6章 附錄

目錄
Product Code: GDTC0241IR

Digital Advertising - Operator Strategies and Case Studies' a new Outlook Report by GlobalData, provides an executive-level overview of the role that telecom operators play in the digital advertising market globally. It delivers qualitative and quantitative insight into the digital advertising market, analyzing key trends and strategies adopted by telecom service providers around the world.

An increasing number of telecom operators globally have been increasing their presence in this segment in order to generate new revenue streams. This report examines the main digital advertising trends in the market, focusing on the role that telecoms operators play in it. It also analyses the main business models and strategies adopted by telecom operators to enter this market. The report concludes with three telco case studies that serve as examples of digital advertising strategies.

It provides in-depth analysis of the following -

  • Section 1: Introduction: provides definitions and a general overview of the digital advertising market, looking at the market categories and concepts.
  • Section 2: Digital advertising market trends and ecosystem: examines the main digital advertising trends in the market, focusing on the role that telecoms operators play in it
  • Section 3: Telcos' role in digital advertising: this section analyses the main business models and strategies adopted by telecom operators to enter this market.
  • Section 4: Case studies: the report concludes with three telco case studies that serve as examples of digital advertising strategies.

Scope

  • Digital advertising is currently the fastest growing segment in the global advertising market.
  • Programmatic advertising technology is gaining momentum as it allows advertisers to place targeted ads across thousands of ad publisher sites automatically.
  • Telcos are still hold a small share of global digital advertising spend compared to the leading internet companies but their presence is increasing.

Reasons to Buy

  • This Global Outlook Report provides a comprehensive examination of the main telco trends taking place in digital advertising market, helping executives fully understand market dynamics, determine what works and what doesn't, formulate effective product development plans, and optimize resource allocation and return on investment.
  • The report includes examples on strategies adopted by telcos operating in the digital advertising market that illustrate the findings of the report; this will help the reader understand both the challenges confronted in the real world and the strategies employed to overcome those challenges.
  • With more than 15 exhibits, the report is designed for an executive-level audience, to help to understand the ecommerce market, analyzing key trends, and strategies.

Table of Contents

Table of Contents

  • List of exhibits

Executive summary

Section 1: Introduction

  • Digital advertising definition and market context

Section 2: Digital advertising market trends and ecosystem

  • Digital advertising global market trends
  • Digital advertising ecosystem

Section 3: Telcos' role in digital advertising

  • Telcos' key drivers in digital advertising
  • Telcos' market positioning in digital advertising
  • Telco go-to-market strategies

Section 4: Telco case studies

  • AT&T US
  • Verizon Media
  • SingTel

Section 5: Key findings & recommendations

Section 6: Appendix

  • Companies mentioned
  • Related research

List of Figures

  • Exhibit 1: Digital advertising categories
  • Exhibit 2: Programmatic advertising methods and players
  • Exhibit 3: Global smartphone adoption and penetration of the population, 2018-2025
  • Exhibit 4: Technology solutions involved in digital advert