2015 Spending Trends for Telecom

Telecom is no small spender when it comes to digital advertising, this sector continues to take advantage of online audiences and programmatic ad buying.

$3.8B
2013
$5.81B
2014
$7.77B
2015

Telecom 2015 Digital Advertising Spend

Digital ad spending for the telecom sector will total $6.49 billion in 2015, a 14.4% increase from the previous year.


Source: Emarketer, May 2015


Video ad spending by industry

The telecom industry is expected to spend $6.49 billion on video advertising in 2015, accounting for 11.1% of total video ad spending.


Source: Google/Ipsos mediact, "The 2014 Traveller's road
to decision", June 2014

0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
Telecom
Entertainment
Retail
Media
Automotive
Consumer Electronics
CPG & Consumer Goods
Travel
Financial Services
Other

$1.28B
#8 Verizon
$1.55B
#4 Comcast
$1.63B
#3 AT&T

Telecom is a big ad spender

3 out of the top 10 U.S. companies ranked by ad spend are within the telecom industry.


Source: Kantar Media, March 18th 2015


Telecom U.S. Mobile
Ad Spending

Telecom continues to shift money to mobile. In 2015, 50.5% of the total telecom ad spend will be on mobile, accouting for $3.27 billion.


Source: Emarketer, May 2015

0.0%
0.0%
$3.27B
Desktop
$3.21B
Mobile

0.0%
0.0%
0.0%
0.0%
Video
Other
Search
Display

Where video fits in
the advertising mix

U.S. telecom digital video ad spending is expected to reach $860M in 2015, representing 13.3% of the industry's total digital ad spend.


Source: Emarketer, May 2015


Telecom takes advantage
of programmatic

2 out of the top 5 U.S. companies that purchase ad impressions programmatically in Q2 2014 are telecom.


Source: Index Exchange (Formerly Casale Media),
"Index Quarterly Report Q3 2014: Issue: 6.0 - Dec. 17, 2014

Gap
Comcast
Verizon
Target
AT&T

Best in Show

Here are a few examples of telecom brands delighting audiences with advertainment.

Vodafone New Zealand

Piggy Sue

Movistar Chile

Samsung Galaxy S3 Unboxing Beatboxing

Life's for Sharing

The T-Mobile Dance

Verizon Wireless

Inspire Her Mind

Bat Man

Motorola Droid Turbo

Android

Android: And you


Telecom Case Study

Virool helps telecom marketers make the most of their video content by distributing it to their target audiences across devices.

Goals of Campaign

1

Drive awareness

Deliver qualified views for the video

2

Generate buzz

Generate engagement across social networks

3

International reach

Reach audiences at scale across multiple country targets

The Results

Virool helped the campaign earn:

0

Paid views

0%

Click-through-rate

0

Facebook shares


Want to Learn More about
What Virool can do for your Telecom brand?

Get in touch