Post by account_disabled on Dec 23, 2023 11:01:01 GMT
Telecommunications advertising investment is going to be one of the industries that is going to recover by 2022, since during this year it will return to the levels obtained in 2019. This has been confirmed by the ' Business Intelligence – Telecommunications' report. from Zenith . According to the study's forecasts, telecommunications advertising investment is expected to increase an average of 4.5% annually until 2023 , thus recovering from the 8.7% drop. As indicated by Zenith, telco investment in the 12 key markets included in the report will increase from $17.8 billion in 2020 to $18.7 billion in 2021. Later, in 2022, it will return to the pre-pandemic level .
That is, 19.5 billion dollars. The main drivers of advertising investment Likewise, once consumers feel more secure about their future, smartphone sales will recover. Meanwhile, telcos will seek to recover their Phone Number List investment with 5G licenses . Both trends will help drive healthy growth in advertising activity. “The spread of 5G and the reality of our new virtual lives gives telcos the opportunity to step into the spotlight,” said Ben Lukawski , Global Chief Strategy Officer at Zenith. Permanence in traditional media and increase in online The telecommunications sector invests more in television and radio advertising than the market average .
Proof of this is that in 2020 they invested 42% of their budgets in these media, while the average invested 30%. However, they are going to reduce that percentage, by 2% annually in regards to television and 2.8% in radio. This is due to the migration of audiences online. However, advertisers in the telecommunications industry invest less in digital media than average . In fact, 49% of their budgets went to digital channels in 2020, compared to 56% on average for advertisers overall. Even so, it is the only medium in which telcos are increasing their investment. Zenith predicts that by 2023, digital advertising will represent 54% of all advertising activity in this area.
That is, 19.5 billion dollars. The main drivers of advertising investment Likewise, once consumers feel more secure about their future, smartphone sales will recover. Meanwhile, telcos will seek to recover their Phone Number List investment with 5G licenses . Both trends will help drive healthy growth in advertising activity. “The spread of 5G and the reality of our new virtual lives gives telcos the opportunity to step into the spotlight,” said Ben Lukawski , Global Chief Strategy Officer at Zenith. Permanence in traditional media and increase in online The telecommunications sector invests more in television and radio advertising than the market average .
Proof of this is that in 2020 they invested 42% of their budgets in these media, while the average invested 30%. However, they are going to reduce that percentage, by 2% annually in regards to television and 2.8% in radio. This is due to the migration of audiences online. However, advertisers in the telecommunications industry invest less in digital media than average . In fact, 49% of their budgets went to digital channels in 2020, compared to 56% on average for advertisers overall. Even so, it is the only medium in which telcos are increasing their investment. Zenith predicts that by 2023, digital advertising will represent 54% of all advertising activity in this area.