1. Market Research
  2. > Business Services
  3. > Advertising and Marketing
  4. > Advertising Market Trends
  5. > The Advertising service systems: a framework study of software needed to support mobile advertising

Communications service providers (CSPs) play a minimal role in the advertising market despite having access to comprehensive customer data and advertising inventory assets. This report discusses how advertising could provide important incremental revenue for CSPs in mature markets, and assesses the investment and expertise required to achieve this.

Table Of Contents

The Advertising service systems: a framework study of software needed to support mobile advertising

Table of contents


About this report


Executive summary


CSPs have largely missed the growth in online advertising revenue, but mobile advertising may still represent an opportunity


CSPs need to adopt three components of the mobile advertising ecosystem in order to maximise their potential revenue


Recommendations


THE DEVELOPMENT ENVIRONMENT FOR PROGRAMMATIC ADVERTISING


CSPs need to build out software systems to support advertising processes and gain a higher percentage of advertising revenue


CSPs must support additional processes in the ecosystem if they want to add value to advertising


Telefónica's Axonix offers ad exchange with real-time bidding capability and enrichment of inventory with first-party data in a secure manner


Cinarra Systems enables SoftBank to offer a DSP to advertisers, enriched with network data for deeper insights for better customer targeting


Flytxt's mADmart brings together multiple CSPs to offer joint inventory to brands


MONETISING DATA FOR USE BY MOBILE ADVERTSING


CSPs have unique data that is not being used in the mobile advertising market for better profiling and targeting of customers


Data privacy regulations coupled with concerns about the impact on core service revenue have limited what CSPs do in the advertising market


Customer data needs to be presented in a usable format to support purchasers in their buying process


Telefónica supports the UK's transport and retail industries with insights on anonymised customer data


CREATING COMPELLING INVENTORY


Advertising works when an implicit trade-off is made between the consumer of the advert and the publisher providing something of value


CSPs can create inventory assets to help them compete against large established publishers in the market


CSPs have created some successful apps, but have not been as successful in creating advertising inventory as OTT app vendors


Vodafone uses its Vodafone Select app to offer inventory to brands and generate new revenue streams


CSPs add new revenue streams by delivering apps on smartphones


ABOUT THE AUTHORS AND ANALYSYS MASON

View This Report »

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 24 Million searchable statistics with tables, figures & datasets
  • More than 10,000 trusted sources
24/7 Customer Support

Talk to Veronica

+1 718 514 2762

Purchase Reports From Reputable Market Research Publishers
World Online Advertising Market, IDATE

World Online Advertising Market, IDATE

  • $ 4600
  • Industry report
  • September 2016
  • by IDATE

Programmatic - RTB - Search - Display - Mobile - Social networking – Video Markets at December 2015 & Forecasts to 2020 The World Online Advertising market package includes: - a database with quantitative ...

Global Cross-Platform And Mobile Advertising Market Insights, Opportunity Analysis, Market Shares and Forecast, 2016 - 2022

Global Cross-Platform And Mobile Advertising Market Insights, Opportunity Analysis, Market Shares and Forecast, 2016 - 2022

  • $ 3900
  • Industry report
  • November 2016
  • by Occams

The global cross-platform and mobile advertising market is anticipated to grow at a CAGR of 26.1 % from 2016 to 2022. The market has generated the revenue $25.19 Billion in 2015 and is anticipated to reach ...

Global and Chinese Mobile Advertising Industry, 2016 Market Research Report

Global and Chinese Mobile Advertising Industry, 2016 Market Research Report

  • $ 3000
  • Industry report
  • November 2016
  • by Prof Research

The ’Global and Chinese Mobile Advertising Industry, 2011-2021 Market Research Report’ is a professional and in-depth study on the current state of the global Mobile Advertising industry with a focus ...


Download Unlimited Documents from Trusted Public Sources

Print Advertising Markets - Forecast

  • December 2016
  • Print Advertisi...  

    Advertising  

View report >

Advertising Industry in the UK

  • November 2016
    2 pages
  • Magazine  

    Advertising  

    Media  

  • United Kingdom  

    Europe  

View report >

Advertising Economic Indicators in Malaysia

  • November 2016
  • Advertising  

    Newspaper  

    Magazine  

  • Malaysia  

    World  

View report >

Related Market Segments :

Advertising

ref:plp2015

Reportlinker.com © Copyright 2016. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.