How Telcos Can Maximize Advertising Revenue

According to a forecast by Insider Intelligence, worldwide digital ad spending will rebound to 10.5%, and will reach USD 626.86 billion this year after seeing a slow growth of 8.6% in 2022, for a total of USD 567.49 billion. Overall ad spend globally is expected to cross the USD 1 trillion mark in 2024, propelled by digital ad spend growth.

Mobile advertising is the form of digital advertising which is the biggest contributor to the growth in ad spending, specifically targeting users on mobile phones and other mobile devices. On a worldwide scale, this market is predicted to grow exponentially in the near future. According to Statista, global mobile ad spend stood at around USD 234 billion in 2019. By the year 2024, this figure is forecasted to reach USD 495 billion.

Telecom operators' pursuit of digital marketing is nothing new. The first mobile marketing and advertising initiatives of the telcos were made before the launch of the iPhone in mid-2007. This journey began with message marketing before the iPhone, moved from display advertising to a strong data-driven approach. What is new is the increase in investment by the leading telcos in breakthrough moLotus mobile video customer interaction platform and technology, to compete more effectively and efficiently in the mobile advertising space, and earning high-margin ad revenues. Among these opportunities, mobile advertising offers potentially the highest operating margins to telcos in enterprise businesses.

Telcos are now facing fierce competition from OTT players, changing consumer behaviors, and evolving technologies. To stay ahead of the curve, they need to diversify their revenue streams beyond traditional services. One lucrative avenue for generating additional income is through advertising. By leveraging their vast customer base, network infrastructure, and data analytics capabilities, telcos can unlock new opportunities to maximize advertising revenue.

Here are the various strategies telcos can employ to tap into the advertising market and boost their revenue :

1. Monetizing Data Assets

Making mobile advertising a major part of the telco marketing mix can change the way they use their large data assets. Subscriber data sources including location, shopping habits, internet usage, travel usage, behavior patterns, travel patterns, etc. can be used to generate large scale revenues via mobile advertising.

Data scientists are of the opinion that telecom operators can do much more with the large array of data. Powerful data analysis features of marketing automation platforms like Google, moLotus, Hubspot, Marketo, Facebook, etc. make data analysis easier and simpler. Data monetization has gained momentum recently, as major telecom operators invest more in media technology. Telecom leaders are using mobile technologies like moLotus to leverage big data to build engagement, gain insights, increase sales, improve customer experience, optimize advertising strategies and optimize campaigns. This revolutionary technology uses a database of communications subscribers in a strategic way to design and deliver automated, interactive and personalized advertising campaigns. Ads reach customers directly to their inbox. There is no real mobile app requirement or data plan for customers to receive it, unlike Google and FB ads.

moLotus uses telecom data assets to transform raw data into deep insights that can be applied to multiple uses, thereby increasing telecom revenue and decision-making. Furthermore, it aggregates customer data into a clear and comprehensive format for both advanced and simple planning.

2. Utilizing Interactive Videos

Customer churn is not inevitable in the telecom industry, which is highly competitive with new competitors emerging in the digital space everyday. The "price war" approach for boosting earnings among telcos is losing grounds. Well-designed mobile videos help telcos win the battle by creating strong engagement throughout the customer journey at scale and cost-effectively, maximizing revenues.

Today, both B2B and B2C telecom customers often push for new solutions. Savvy telcos know that exceptional customer experience – not cost – is the key to driving sales and revenue growth. Unique and informative mobile videos, created to answer customer queries and meet their requirements, help existing customers understand telecom offerings better and increase acceptance of new offers, as well as bringing in new customers.

Telcos are continually seeking innovative ways to enhance their revenue streams and engage with customers effectively. One powerful tool that they can utilize is moLotus interactive videos. moLotus is a mobile marketing platform that enables telcos to deliver highly engaging and personalized interactive video experiences directly to their customers' mobile devices.

moLotus interactive videos can serve as an interactive sales funnel for telecom brands. By incorporating interactive features such as Call back, SMS, USSD, Link Click, etc. telcos can interact and guide customers through a personalized journey that drives them towards making a purchase or subscribing to additional services. The 40 sec. interactive moLotus videos provide opportunities for upselling and cross-selling, thereby maximizing revenue per customer. By leveraging moLotus interactive videos throughout the sales funnel, telecoms can boost their advertising revenue by converting engaged viewers into paying customers.

3. Developing Targeted Advertising Solutions

As more and more consumers use mobile phones, the ability to determine consumer behavior based on their mobile usage is becoming increasingly simple and critical. Telcos have vast amounts of customer data, including details such as age, address, gender, device details, data plans used, and more. This data can be used for targeted advertising, thereby improving the customer experience and maximizing advertising revenues.

Telcos can reach the right customer through mobile advertising tools like moLotus, Facebook Ads, Google Ads, AdRoll, etc., adding to their advertising revenues. moLotus mobile ads are unique in themselves and reach all mobile devices, regardless of the type of mobile phone. moLotus holds the highest level of accuracy in terms of targeting the right buyer. With moLotus, telcos have the ability to target customers based on language, interests, location, demographics, and more, increasing flexibility and revenue. Telcos are well positioned to focus their advertising efforts on different locations around the world.

4. Collaboration and Partnerships

Collaborating with ad techs in the ecosystem can be beneficial for telcos seeking to maximize their advertising revenue. Telcos can partner with them to offer comprehensive advertising solutions to enterprise clients. By combining their expertise and resources, telcos can provide end-to-end advertising services, from ad creation to distribution and analytics. Additionally, telcos can explore cross-promotion opportunities with other brands, leveraging their networks and customer base to boost exposure and generate additional revenue.

To maximize revenues, telecom brands like Indosat Ooredoo Hutchinson, Vodafone, Celcom, Airtel, and more have entered into win-win partnerships with moLotus. By combining resources and expertise, they have developed innovative and compelling mobile advertising campaigns to reach a wider audience across the globe. The moLotus mobile ad tech is offering a ready-to-go solution for kickstarting the revenue generation opportunity within merely three months.

5. Achieving Go-to-market Success

Go-to-market strategy allows telcos to enter the market via new product launch with the best chance of earning. It is getting increasingly crucial for all telcos to bring-out new products and services or make modifications in the existing ones. To do this, they must first research and identify the target market for their product launch. A telecom brand's go-to-market strategy can make or break a product launch.

For better identification of the target market, telecom operators should know the buying habits, psychological factors, demographics, pain points, etc. of a customer. They should also define product value plans, pricing plans, promotion plans, and define metrics to evaluate performance.

It is now easier to achieve success in ‘go-to-market’ with the advent of mobile advertising tools and technologies like moLotus. The ad tech offers a unique "3 months to market" plan for telcos. They use the moLotus go-to-market strategy for different types of product launches - new products or services, relaunches of existing products, redesigns of old products, etc. boosting advertising revenues.

6. Boosting Lead Generation & Conversion

Telecom operators around the world work hard to collect information about their customers who are interested in their products and services. Due to high lead generation potential and ROI mobile advertising technology is seen as the best way for telecom brands to maximize advertising revenues. Mobile videos encourage customers on their mobile devices to respond with their contact information.

Lead generation is the main focus for all telecom operators. In the past, they struggled to deliver engaging, short and to-the-point video ads. offering more benefits to mobile users. They rely on social media platforms and digital marketing tools like HubSpot, Facebook, YouTube, etc. creating a lead generation campaign that provides an insufficient number of leads and that is too expensive.

Presently, spam-free lead generation tools like moLotus are becoming the preferred choice for most telecom brands. The advertising technology creates out-of-box lead generation campaigns and captures leads in the form of detailed contact information such as name, number, address, etc. moLotus mobile video not only drives lead generation, but also drives faster conversions and more customer acquisition. MoLotus lead generation advertising is effective in increasing customer awareness, recall and loyalty.

7. Generating Deep Data Insights

Data analysts agree to the fact that big data analytics are vital for telcos’ growth in advertising revenues. To quickly gain deeper insight into the data assets, telecoms are using new techs, which further lead to better revenue generation and management. Data insights empower telecom operators to face tough competition. They can better predict customer behavior, responding to their changing needs.

Tools such as moLotus, Hotjar, Google Analytics, Facebook Analytics, etc. offer advanced data analytics that analyzes customer response to product innovations, pricing options and purchasing history, generating valuable data insights for telecom operators. Deep insights from customer data enable telecom operators to create and deliver personalized offers.

In-depth data analysis provided by tools like moLotus help telecom operators identify product usage patterns, customized customer communications, better customer relationships, effective service planning, accurate and timely reporting, and revenue management.

8. Retain Loyal Customers

Telcos face very high rates of growth, ranging from 10 to 67 percent annually (Source: The Database Marketing Institute, Ltd.). Loyalty is a difficult thing to achieve for telecom brands, mainly because of the lack of product or service differentiation. Existing telco customers are likely to invest more on products and services than newly acquired ones, benefiting telecoms more.

Historically, telcos have relied on traditional media such as email and print for loyalty and reward campaigns. However, things have changed now. An increasing number of telco brands are adopting mobile advertising tools and technology to manage loyalty programs, earning more revenues. Telecom operators using new mobile technologies like moLotus to reduce churn have seen monetary success. The tool helps telecom operators to promote their loyal customers with special offers, discount coupons, vouchers through unique mobile-based loyalty campaigns. Loyalty campaigns and rewards by moLotus are designed for special events such as festivals, birthdays, anniversaries, etc. and custom options for greetings, titles, and special calls to action for individual customers. Loyalty cards, offer videos, discount coupons, etc. complementing it through multimedia.

Conclusion

Telcos that partner with ad tech platforms like moLotus are poised to witness substantial revenue growth this year, leveraging the mobile advertising boom. By utilizing mobile ad technologies, telcos can promote innovative products, streamline customer processes, increase engagement, improve conversion rates, expand their customer base, retain existing customers, and ultimately enhance their earnings.

Moreover, telco marketers can automate repetitive tasks, freeing up time for more strategic endeavors - cost optimization and revenue maximization. The integration of ad tech solutions equips telcos with real-time data insights, empowering them to make prompt and informed decisions.