5 Powerful Reasons for Telecom Operators to Use Mobile Advertising in 2024

by Buana Sari Digital Marketer

The mobile advertising buzz won’t calm down in 2024! In 2023, global mobile ad spending surged to a staggering USD 362 billion, marking an 8% YoY increase, as revealed by Data.ai's State of Mobile 2024 report. Projections indicate a further 11% YoY rise, reaching USD 402 billion in 2024, showcasing the escalating importance of mobile advertising. Consumers in mobile-centric markets spent an average of over five hours daily on mobile, underscoring the need for authenticity and video-centric content. This data-driven evolution is influencing the telecom sector, with a projected spending of USD 20.3 billion on advertising in 2023, reflecting substantial growth from the previous year (Source : Marketing Drive).

Telecom operators, recognizing the burgeoning potential of mobile advertising, are increasingly investing in this sector to augment the reliability and profitability of their services. Despite early forays into mobile marketing predating the iPhone's debut in 2007, telcos have evolved from basic text-message marketing to sophisticated, data-driven strategies. A recent survey conducted by Adobe among 250 telco marketers worldwide indicates a substantial 68% investment in digital advertising platforms, with an additional 13% planning to follow suit. However, some telcos remain cautious due to fierce competition from disruptive over-the-top (OTT) vendors.

Vantage Market Research forecasts significant growth in the global mobile advertising market, with revenues projected to reach USD 397.2 billion in 2028. Leading telcos such as Indosat Ooredoo Hutchinson, Vodafone, and Airtel are propelling the expansion of the mobile advertising market worldwide. These big telecom operators have partnered with moLotus, an innovative breakthrough mobile video customer interaction platform facilitating revenue generation. They are using the moLotus unique capabilities like hyper-personalization, customization, interactivity, scalability, automation, integration for quick high margin revenues - No app, no data plan, no spam involved! Experts say that a sizable majority of telecom brands previously spending huge chunks of their marketing budgets on social media platforms are planning to switch over to moLotus in 2024.

Despite challenges, telco CXOs must capitalize on emerging trends and opportunities for revenue growth and market leadership. This article deep dives into five powerful reasons why telcos should embrace mobile advertising to ensure business success in 2024.

1. Monetizing Valuable Data Asset

In the current landscape of 2024, telcos wield a treasure trove of valuable customer data, encompassing demographics, browsing habits, and location information. The strategic monetization of this data holds immense potential for revenue growth and partnerships. By embracing mobile advertising, telcos can offer advertisers precisely targeted ad placements, transforming their data assets into a lucrative resource.

Mobile advertising tools like moLotus play a pivotal role in data monetization. It empowers telcos to anonymize and aggregate customer data, ensuring privacy compliance while providing valuable insights to advertisers. moLotus’ ability to offer targeted ad placements based on customer behavior, preferences, and demographics positions telcos as powerful entities in crafting compelling advertising propositions. This not only increases ad spend but also amplifies revenue.

To boost the value of their data assets, telecom operators can also integrate with other well-known digital advertising tools. Platforms like Google Ads enable the creation of custom audience segments, optimization of ad placements, and the delivery of personalized advertisements across diverse digital channels. Additionally, Facebook Ads, with its advanced targeting options and extensive user base, becomes a potent advertising avenue for telcos. Leveraging customer demographics and interests, telcos can execute highly relevant ad campaigns, measure performance, and optimize revenue potential.

Exploring the realm of programmatic advertising enhances efficiency and transparency for telcos in the dynamic digital advertising ecosystem. Real-time automation of ads, driven by data-driven platforms, facilitates seamless connections with a multitude of advertisers and brands, unlocking enhanced revenue potential.

Through strategic investments in mobile advertising and harnessing platforms like moLotus, Google Ads, Facebook Ads, and programmatic advertising, telcos strategically utilize their data, fortifying revenue streams, deepening partnerships with brands and advertisers, and establishing themselves as pivotal contributors in the dynamic digital advertising landscape. The intelligent utilization of data assets places telcos at the forefront of revenue growth in 2024, solidifying their influential role in the evolving digital realm.

2. Enhancing Customer Experience

Customer expectations are soaring, compelling telcos to transcend basic connectivity and prioritize personalized experiences. In 2024, mobile advertising emerges as a potent avenue for telcos to forge meaningful connections, enhancing the overall customer experience and concurrently boosting revenues and profits.

The integration of innovative technologies like moLotus stands out as a game-changer in augmenting customer satisfaction. moLotus empowers telcos to dispatch hyper-personalized and interactive mobile video messages, tailoring offers and updates based on individual preferences. This not only fosters engagement but also ensures a communication experience that is both relevant and captivating.

By leveraging moLotus, telcos streamline onboarding for new customers, delivering informative videos that elucidate service features and benefits. This proactive approach minimizes confusion, elevating customer satisfaction. Additionally, moLotus facilitates proactive customer support through video messages, addressing common issues and offering solutions.

moLotus enables telcos to send timely service reminders and notifications, keeping customers informed about billing cycles, plan renewals, or upcoming upgrades. This proactive approach ensures customers stay abreast of their service requirements, fostering a sense of care and attention from the telco.

Through moLotus, telcos can craft interactive experiences, providing response options such as Call, Web Click, USSD, SMS, mgram, and more. Loyalty programs and engaging initiatives can be designed to encourage customer participation, fortifying loyalty and enhancing the overall brand experience.

moLotus serves as a conduit for valuable customer feedback and surveys, embedded within mobile video messages. This feedback helps telecom brands in understanding customer preferences, determining areas for improvement, and making data-backed decisions to improve their service offerings.

While moLotus takes the lead in personalized customer experiences, other notable mobile advertising platforms contribute to engaging ad experiences. Platforms like AdColony specialize in delivering captivating video ads, providing telcos with storytelling opportunities. InMobi offers contextual and location-based advertisements, aligning with real-time context and preferences. Google AdMob, a mobile ad network, extends telcos' reach across various digital touchpoints, creating seamless experiences throughout the customer journey.

The strategic use of these mobile advertising platforms, including moLotus, AdColony, InMobi, and Google AdMob, allows telcos to deliver personalized and relevant ad experiences. Advanced targeting capabilities, interactive ad formats, contextual relevance, and extensive reach ensure that advertisements resonate with customer preferences, needs, and behaviors. This commitment to delivering high-quality and engaging ads establishes telcos as trusted partners, fostering stronger relationships, building brand loyalty, and setting them apart in a fiercely competitive market.

3. Diversifying Revenue Streams

In 2024, telcos are planning to steer away from traditional revenue streams centered around voice and data services. Faced with the challenges of rising competition and the prevalence of over-the-top (OTT) services, telcos are embracing diversification strategies to secure sustained growth. An instrumental avenue in this pursuit is the strategic investment in mobile advertising.

Key players like moLotus, in conjunction with other prominent digital advertising platforms, empower telcos to broaden their revenue streams by capitalizing on their advertising inventory. These platforms bring forth a spectrum of innovative features, providing telecom operators with the tools to enhance their advertising revenue potential.

Through strategic partnerships with moLotus, telcos can harness automation, transformation, and digitization capabilities, connecting seamlessly with a diverse array of brands and advertisers. This facilitates a more efficient and effective engagement, enabling telcos to tap into the expanding demand and supply of advertising inventory, fostering scalability and revenue growth.

moLotus's real-time reach functionality is a pivotal asset for telcos, enabling the delivery of ads in real-time without reliance on specific apps or data plans. This approach not only maximizes customer lifetime value but also ensures optimal ad visibility, conversions, and responses, delivering a substantial return on investments and bolstering overall telecom revenues.

Furthermore, the incorporation of moLotus's ad optimization algorithms enables telecom operators to refine the performance of their ad campaigns. These algorithms leverage real-time data analysis, empowering telcos to fine-tune ad placements, target the most pertinent customer segments, and optimize ad delivery for maximum impact and revenue generation.

Delving into native advertising further broadens the horizons of revenue diversification for telcos. Platforms like Taboola and Outbrain effortlessly integrate sponsored content within the customer experience, giving monetization opportunities while preserving a positive customer experience. By embracing native advertising, telcos unlock an additional revenue stream, contributing to financial stability.

In embracing platforms such as moLotus and other innovative advertising solutions, telcos not only diversify their revenue streams but also reduce dependence on traditional telecom services. These mobile advertising tools open up new avenues for ad revenue growth, ensuring financial stability and establishing telcos as versatile players in the industry, prepared for long-term sustainability.

4. Forging Strategic Partnerships

Investing in mobile advertising becomes a gateway for telecom operators to establish strategic partnerships with brands and advertisers, fostering mutually advantageous relationships and exploring novel avenues for growth in 2024. Telcos, armed with distinctive assets like an expansive subscriber base, invaluable customer insights, and robust mobile infrastructure, become sought-after collaborators for advertisers aiming to amplify the impact of their campaigns. Through collaborative ventures facilitated by platforms like moLotus, telcos extend self-service interfaces, programmatic ad buying capabilities, comprehensive online campaign management, and robust big data tools. These joint endeavors not only propel revenue growth and fortify brand positioning but also pave the way for enduring partnerships, ensuring sustained success in the realm of mobile advertising.

At the heart of the mobile ecosystem, telcos wield a unique position with an extensive subscriber base and an in-depth understanding of customer behavior and preferences. By partnering with advertisers through platforms like moLotus, telcos open doors for advertisers to access their subscriber network, enabling precision targeting and optimal campaign outcomes. Leveraging their profound customer insights, telcos assist advertisers in fine-tuning their targeting strategies, ensuring that advertisements reach the right audience at the opportune moment.

Moreover, telcos extend self-service interfaces via platforms like moLotus, granting advertisers direct control over their advertising campaigns. This approach empowers advertisers to manage ad placements, tailor targeting parameters, and allocate budgets with flexibility and control, streamlining the collaborative process and enhancing the overall experience.

In addition, telcos offer comprehensive campaign management tools through platforms like moLotus, empowering advertisers to monitor performance, track key metrics, and optimize strategies in real-time. With advanced big data analytics and reporting capabilities, telcos facilitate data-driven decision-making for advertisers, leading to more effective campaign outcomes.

By cultivating strategic partnerships with advertisers through platforms like moLotus, telcos create a symbiotic relationship. Telcos unlock additional revenue streams by monetizing their advertising inventory and providing value-added services to advertisers. Simultaneously, advertisers gain access to a highly targeted audience, advanced targeting capabilities, and streamlined campaign management processes, fostering a collaborative environment that drives success for both parties.

5. Driving Innovation and Future-proofing

For telcos, venturing into the mobile advertising domain in 2024 offers a compelling avenue to drive innovation and future-proof their operations. In an evolving telecom landscape, adapting to stay ahead of the curve and meet evolving customer and advertiser needs becomes imperative. Embracing mobile advertising not only fuels innovation within telcos but also positions them as frontrunners in the dynamic digital advertising ecosystem.

Leading mobile advertising platforms like moLotus grant telcos access to cutting-edge technologies, advanced analytics, and emerging trends in advertising. These tools empower telcos to experiment with novel advertising formats and interactive video experiences, providing unique and engaging opportunities for advertisers, resellers, and customers alike. By pushing creative boundaries in mobile advertising, telcos set themselves apart from competitors, attracting new partnerships and unlocking fresh business prospects.

Mobile advertising platforms such as moLotus also enable telcos to future-proof their operations by capitalizing on emerging technologies and trends. With the ongoing rise of 5G connectivity, proliferation of Internet of Things (IoT) devices, and advancements in data analytics, the mobile advertising landscape undergoes constant evolution. Telcos investing in mobile advertising can proactively stay at the forefront of these advancements, leveraging their infrastructure and expertise to deliver innovative advertising solutions tailored to emerging technologies. This early embrace of trends positions telcos as pivotal players in the evolving digital ecosystem.

Furthermore, investing in mobile advertising cultivates a culture of innovation within telcos. By fostering cross-functional collaboration and empowering teams to explore new ideas and strategies, telecom players create an environment conducive to innovation and organizational growth. Mobile advertising unfolds as a dynamic and ever-evolving landscape that demands continuous innovation for competitiveness. Telcos investing in this realm nurture a culture of creativity, adaptability, and ongoing learning, solidifying their stance as forward-thinking organizations prepared to embrace future opportunities and navigate challenges with agility.

Conclusion

For CXOs in the telecom industry, the opportunities stemming from mobile advertising in 2024 are too significant to overlook. By investing in mobile advertising and adopting platforms like moLotus, telcos can leverage the prevalence of mobile devices, capitalize on their data assets, diversify revenue streams, elevate customer experiences, and establish strategic partnerships with advertisers. These compelling reasons underscore the strategic importance of mobile advertising for telcos aiming not only to thrive but also to lead in an increasingly competitive landscape.

The transformative potential of mobile advertising is undeniable, urging CXOs to recognize its profound impact and unleash the full power of this dynamic industry to shape the 2024 trajectory of their telcos.