Nokia Ad Analytics has opened up a new revenue stream for network operators by offering value-add data to the advertising industry. With Nokia Big Data Consultancy operators can maximise the value of their big data platforms and monetise their network insights.
According to a recent study by 451 Research, the total market for Telecom Data as a Service is expected to reach $79 billion by 2020.Two of the most promising use case areas are mobile advertising and proximity advertising.
Nokia Ad Analytics is a service that works in co-operation between operators, advertising companies and its developers, Nokia Networks. The service extracts the right data from operator networks, anonymises it, analyses it according to target segments specified by the advertising agency, and enriches it with location data from maps and demographic data from public sources.
The second service, Nokia Big Data Consultancy, builds on Nokia Networks existing analytics and Customer Experience Management (CEM) expertise in big data architecture, network data insight, analytical modelling and value realisation approach to help operators reduce costs, improve customer experience and grow subscriber revenue.
Nokia Networks has extensive experience in the collection, analysis and actioning of network data with operators through its leading position in CEM, for example from CEM on Demand products and CEM Office services.
What the services offer:
- Nokia Ad Analytics supports multiple advertising use cases, for example optimising placement of outdoor advertising and messages on digital billboards. In online marketing, relevant promotions can be delivered based on lifestyle, habitat and status of the mobile subscriber.
- In an Asian country advertisers estimate a five-fold increase in conversion rates with Nokia Ad Analytics.
- Nokia Big Data Consultancy expertise will assist operators in understanding their current big data landscape and building analytics models that can drive high value use cases.
Deepak Harie, VP Systems Integration at Nokia Networks, says: “The mobile advertising market is booming, driven by large advertising platforms such as Google and Facebook. We are foreseeing that enriched data from mobile networks can help advertisers boost their revenue by up to 33% compared to advertising based on cookies. Nokia is the ideal partner to help operators realise this value in a rapidly expanding market. Nokia offers the deep telco expertise and analytics capabilities strengthened by location expertise to bring raw network data alive.”
Sheryl Kingstone, director, 451 Research, adds: “The majority of current mobile advertising rely on cookies, which show a very low success with a conversion rate of less than 0.1%. With 43% of businesses being in pilot or planning stages, there is demand and will to pay for more contextual data that will help them deliver the right offer to the right consumer, on the right device, at optimal time.”
