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디지털 광고 : 오퍼레이터 전략과 사례 연구

Digital Advertising - Operator Strategies and Case Studies

리서치사 GlobalData
발행일 2020년 06월 상품 코드 948189
페이지 정보 영문 31 Pages
가격
US $ 3,495 ₩ 4,128,000 PDF (Single User License)
US $ 6,990 ₩ 8,257,000 PDF (Site License)
US $ 10,485 ₩ 12,385,000 PDF (Global License)


디지털 광고 : 오퍼레이터 전략과 사례 연구 Digital Advertising - Operator Strategies and Case Studies
발행일 : 2020년 06월 페이지 정보 : 영문 31 Pages

디지털 광고는 현재 세계의 광고 시장에서 가장 급성장하고 있는 부문입니다. 프로그래매틱 광고 기술은 수천의 광고 퍼블리셔 사이트에 타겟 광고를 자동적으로 배치할 수 있도록 하기 때문에 추진력을 얻고 있습니다. Telco(통신사업자)는 여전히 세계 디지털 광고 지출의 얼마 안 되는 점유율을 가지고 있지만, 그 입지는 증가하고 있습니다.

Telco가 디지털 광고 시장에서 담당하는 역할에 초점을 맞추어 시장의 주요 동향에 대한 체계적인 정보를 제공합니다.

목차

목차

주요 요약

제1장 서론

제2장 디지털 광고 시장 동향과 생태계

  • 세계의 디지털 광고 시장 동향
  • 디지털 광고 생태계

제3장 디지털 광고에서 Telco의 역할

  • 디지털 광고에서 Telco의 주요 촉진요인
  • 디지털 광고에서 Telco의 시장 포지셔닝
  • Telco의 시장 진출 전략

제4장 Telco 사례 연구

  • AT&T US
  • Verizon Media
  • SingTel

제5장 주요 조사 결과와 제안

제6장 부록

KSM 20.07.28

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

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
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