Identifying Opportunities for Telcos in Online Advertising: A Value Chain Analysis

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Issue 31, Telecom & Media Insights

Increasing Internet penetration and time spent online offers advertisers a growing audience for marketing messages. As a result, online advertising spend has grown rapidly across the world. This has attracted the interest of a variety of players, including telcos.

Although telcos are still fringe players in the online advertising space, Capgemini believe they can enhance their presence by exploring a number of opportunities. This paper makes recommendations for strategy based on telcos current breadth of services and online ad revenues.