How telcos can get ahead in advertising

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What other telcos can learn from AT&T’s and Verizon’s rapidly diverging strategies in the digital advertising market.


Format: PDF filePages: 39 pagesCharts: 15Author: David Pringle & Linda BarrabeePublication Date: April 2019

Table of contents

  • Executive Summary
  • Introduction
    • The advertising opportunity for telcos
    • Singtel – a pioneering advertising play
    • U.S. mobile market shift in full swing
    • Telcos’ strategic fits and starts
    • Google and Facebook strong, but Amazon makes gains
    • Amazon pulls commerce levers in advertising
    • Privacy, identity and security challenges and mandates
    • GDPR: A harbinger of things to come to the U.S.
  • U.S. telcos’ advertising assets
  • AT&T goes all-in on advanced advertising
    • More inventory, stronger monetisation
    • Balancing advertising and subscriptions
    • Takeaways
  • Verizon cuts its losses
    • The obstacles in the way of Oath
    • Takeaways
  • Conclusions and recommendations
    • Recommendations
    • Recommendations for major telcos

Table of Figures

  • Figure 1: Recommendations for how AT&T can get ahead in advertising
  • Figure 2: Why Verizon didn’t get ahead in advertising
  • Figure 3: The global advertising opportunity – the future is digital
  • Figure 4: Mobile and cinematic advertising are growing faster than other segments
  • Figure 5: Singtel has spent about a billion dollars on adtech capabilities
  • Figure 6: online advertising spend – shift to mobile has already happened
  • Figure 7: Examples of telcos’ investments/divestments in adtech and content
  • Figure 8: Amazon gains, but still significant opportunities for telcos
  • Figure 9: AT&T, Verizon and Comcast’s content and advertising assets
  • Figure 10: AT&T’s advertising revenues are rising rapidly
  • Figure 11: Xandr is growing rapidly, but its high margins are sliding downwards
  • Figure 12: AT&T reaps rewards from Xandr, WarnerMedia, but pay TV is still a drag
  • Figure 13: Verizon Media (previously Oath) fails to hit revenue growth targets
  • Figure 14: As Verizon’s ad business struggles, it doubles down on 5G
  • Figure 15: SWOT analysis and recommendations for big telcos in advertising

Keywords: Advertising, AT&T, Digital marketing, Innovation, M&A, media, Privacy, Revenue growth, transparency, Verizon

Companies & technologies covered: AT&T, Verizon, Verizon meida, Amazon, Google, Facebook, Comcast, Xandr, WarnerMedia, Singtel, Altice, Sprint, Telenor, Oath, Microsoft, AOL, Yahoo