As today’s subscribers do almost everything on their mobile devices, operators have better insights into their likes and dislikes than any other sector, especially when you include real-time behaviour and location data.
Because of this, the potential for operators to become important players in the advertising space is becoming clearer and is only going to increase, which is particularly important in the age of mobile ad blocking, says Guillaume Le Mener, head of Data Monetisation, Tektronix Communications
The ability for users to block mobile ads has dramatically changed the mobile landscape for advertisers, challenging them to find the best way to reach their chosen audiences with highly relevant messages that are perceived as valuable.
Big data analytics and data enablement is the answer to the future of mobile advertising in the age of ad blocking. Only by knowing their customers intimately will advertisers be able to serve up relevance and value to avoid ads being blocked, and the key to this is in the vast amounts of user data mobile operators currently own.
Operators are already making use of the data their networks hold to support marketing initiatives. But by monetising this data, operators are also opening the floodgates for new business models, products and services, all based on real-time and precise information about subscribers and their interaction with the network.
While many are looking to launch their own services to compete with OTT players, Verizon’s acquisition of AOL represents an important shift that needs to happen before operators can unlock the true value of their network. AOL’s advertising platform was a key driver behind the deal, demonstrating the significance operators must now place on Big Data analytics and more targeted advertising to grow revenues.
The author of this blog is Guillaume Le Mener, head of Data Monetisation, Tektronix Communications
