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\"<p>Digital
Digital platforms help telecoms brands demonstrate relevance to exacting consumers<\/span><\/figcaption><\/figure>Media agency Zenith predicts that telecoms advertising will grow at an average rate of 4.5 per cent a year to 2023 as its recovers from an 8.7 per cent decline in 2020, according to Zenith’s Business Intelligence - Telecommunications report<\/a>. Telecoms adspend in the 12 key markets included in the report will rise from US$17.8 billion in 2020 to US$18.7 billion in 2021, and then return to its pre-pandemic level of US$19.5 billion in 2022.

Smartphone sales will start to spring back this year once consumers feel more confident in their future. Consumers are becoming more willing to finance and purchase handsets independently from their network providers, giving manufacturers and retailers a greater incentive to advertise handsets themselves. Meanwhile, the networks will seek to recoup their investment in 5G<\/a> licences and infrastructure through new services and more expensive data packages. All these trends will help fuel healthy growth in telecoms advertising over the next three years. Zenith predicts telecoms adspend will grow 4.7 per cent in 2021, 4.4 per cent in 2022 and 4.3 per cent in 2023.

Digital platforms help telecoms brands demonstrate relevance to exacting consumers
<\/strong>
Voice and data services are commoditised and functionally indistinguishable to consumers, who expect them to work flawlessly in the background and only pay attention to them when they go wrong. High-impact advertising in mass-audience media like television and radio allows telecoms companies to differentiate themselves from others through branding, and makes them more relevant to consumers by promoting their association with things consumers are passionate about, such as entertainment, sport and music. Telecoms brands therefore spend substantially more on television and radio advertising<\/a> than the average brand – in 2020 they spent 42 per cent of their budgets on television and radio, while the average brand spent 30 per cent.

But as audiences migrate online, telecoms companies are refocusing on communicating their brand narratives to mass digital audiences. Telecoms brands spend less on digital media than average (49 per cent of their budgets went to digital channels in 2020, compared to 56 per cent for the average advertiser), but digital advertising<\/a> is also the only channel in which telecoms adspend is increasing. Zenith forecasts that telecoms brands will increase their digital adspend at an average rate of 5 per cent a year between 2019 and 2023. By 2023, digital advertising will account for 54 per cent of all telecoms advertising.

“COVID-19 has demonstrated how dependent we are on good, fast and reliable internet connections. Telecoms companies have been the unsung heroes of the pandemic, shifting our lives online and keeping us connected to entertainment, work and commerce,” said Ben Lukawski, global chief strategy officer, Zenith. “Their challenge is to go from being unsung to being acknowledged and appreciated for their efforts. The spread of 5G and the reality of our new-found virtual lives give telecom brands the opportunity to move into the limelight.”

Telecoms brands are cutting back their spending on traditional television and radio as their reach declines, but less rapidly than brands in most other categories. Zenith forecasts that between 2019 and 2023, telecoms brands will reduce their television adspend by an average of 2.0 per cent a year, compared to a 3.5 per cent annual reduction across all categories. They will also reduce their radio adspend by 2.8 per cent a year, compared to 4.1 per cent a year for the market as a whole.

India and Russia to lead telecoms adspend growth
<\/strong>
Zenith forecasts that India will be the fastest-growing market for telecoms advertising between 2020 and 2023 by some distance, with 11 per cent annual growth. According to eMarketer, only 31 per cent of the population currently has a smartphone, but thanks to the launch of low-price handsets such as the JioPhone, this proportion is rising rapidly.

“The telecom sector in India in 2021 is anticipating a robust growth on the basis of an increase in tariff pricing, demand for data, growing number of mobile users and hopefully the launch of 5G in the last quarter. This will lead to a substantial increase in media investments by the key players especially on Television & Digital” said Jai Lala, COO, Zenith India<\/a>.

Russia is another market with relatively low (57 per cent) but fast-growing smartphone penetration, and here telecoms adspend is forecast to rise rapidly too, by 8 per cent a year.

Most of the other markets in this report are forecast to grow by between 3 per cent and 6 per cent a year to 2023. The exception will be France, not because of any inherent weakness in demand, but unlike those in most markets, French telecoms brands actually increased spending in 2020 – by 6 per cent – in response to the extra demand for data. The basis of comparison with 2023 is therefore considerably tougher.

“The rollout of 5G services will allow mobile operators to supply bundled voice, data and entertainment services to the home and compete directly with landline broadband,” said Jonathan Barnard, head of forecast, Zenith.“This will spurgreater competition to put together the most attractive services at the best prices and help stimulate a sustained recovery in telecoms adspend to at least 2023.”

(The 12 markets included in this report are Australia, Canada, China,France, Germany, India, Italy, Russia, Spain, Switzerland, the UK and the US)
<\/body>","next_sibling":[{"msid":81627127,"title":"Airtel to acquire 7.48% stake in Sandhya Hydro","entity_type":"ARTICLE","link":"\/news\/airtel-to-acquire-7-48-stake-in-sandhya-hydro\/81627127","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":81627352,"entity_type":"ARTICLE","title":"Demand for new smartphones and 5G to fuel 4.5 % annual growth in telecoms adspend to 2023","synopsis":"A report by Zenith states that digital advertising will be the only channel to grow between 2019 and 2023...","titleseo":"telecomnews\/demand-for-new-smartphones-and-5g-to-fuel-4-5-annual-growth-in-telecoms-adspend-to-2023","status":"ACTIVE","authors":[],"analytics":{"comments":0,"views":314,"shares":0,"engagementtimems":1570000},"Alttitle":{"minfo":""},"artag":"ETBrandEquity","artdate":"2021-03-22 11:38:13","lastupd":"2021-03-22 15:39:43","breadcrumbTags":["online advertising","5G","radio advertising","telecommunications report","telecom adspend","Smartphones","Industry","zenith india","digital advertising"],"secinfo":{"seolocation":"telecomnews\/demand-for-new-smartphones-and-5g-to-fuel-4-5-annual-growth-in-telecoms-adspend-to-2023"}}" data-authors="[" "]" data-category-name="" data-category_id="" data-date="2021-03-22" data-index="article_1">

新智能手机的需求,5 g在2023年电信adspend燃料4.5%的年增长率

天顶的一份报告指出,数字广告将是唯一通道增长在2019年和2023年之间…

  • 2021年3月22日更新是03:39点
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< p >数字平台帮助电信品牌展示与严格的消费者< / p >
数字平台帮助电信品牌展示与挑剔的消费者
媒体机构实力传播预计,电信广告将以平均每年4.5%的速度增长到2023年的复苏从2020年下降8.7%,根据顶点的商业智能电信的报告。电信adspend 12主要市场包括在报告将从2020年的178亿美元上升到187亿年的2021美元,然后回到它的发明者在2022年195亿美元的水平。

智能手机销量今年将开始回弹一旦消费者感到更有信心在他们的未来。消费者越来越愿意融资购买手机独立于他们的网络提供商,给手机制造商和零售商更大的动力来宣传自己。与此同时,网络将寻求收回投资5克牌照和基础设施通过新的服务和更昂贵的包数据。所有这些趋势将帮助燃料健康成长在电信广告在未来三年。电信adspend天顶预测在2021年将增长4.7%,2023年4.4%,2022年为4.3%。

广告
数字平台帮助电信品牌展示与挑剔的消费者
语音和数据服务商品化和消费者无法分辨的功能,他们希望在后台工作完美,只有注意时出错。影响力的广告在电视和广播等大众媒体允许电信公司通过品牌区分自己与他人,并使他们更贴近消费者通过促进协会和消费者热衷的,如娱乐、体育和音乐。因此花更多的电视和电信品牌电台广告比一般的品牌——2020年他们预算的42%花在电视和电台,而平均品牌花了30%。

但作为观众在线迁移,电信公司正在调整其品牌叙事交流质量数字观众。电信品牌在数字媒体上的花费少于平均水平(49%的预算去数字频道2020年,相比56%的平均广告),但是数字广告也是唯一通道中电信adspend正在增加。天顶预测电信品牌将会增加他们的数字adspend以平均每年5%的速度在2019年和2023年之间。到2023年,数字广告将占54%的电信广告。

广告
“COVID-19已经证明了我们是多么依赖好,快速和可靠的网络连接。电信公司的无名英雄大流行,网络改变我们的生活,让我们连接到娱乐、工作和商务,”Ben Lukawski说全球首席战略官,天顶。“他们的挑战是去从无名被承认和欣赏他们的努力。5 g的传播和新发现的虚拟生活的现实给电信品牌进入聚光灯下的机会。”

电信品牌削减支出的传统电视和广播达到下降,但不如品牌迅速在大多数其他类别。天顶预测,在2019年至2023年之间,电信品牌将减少他们的电视adspend平均每年2.0%,而每年3.5%的减少在所有类别。他们还将减少广播adspend每年2.8%,而每年4.1%的市场作为一个整体。

印度和俄罗斯领导电信adspend增长
天顶预测,印度将在2020年至2023年间增长最快的电信市场广告,一些距离,年增长率为11%。eMarketer称,只有31%的人口目前智能手机,但由于推出低价手机JioPhone等,这一比例正在迅速上升。

“电信部门在印度2021年预期强劲增长的基础上增加关税定价,对数据的需求,越来越多的手机用户,希望在最后一个季度推出5克。这将导致媒体大幅增加投资的关键球员尤其是电视广告和数字”洁拉拉说,首席运营官,天顶印度。

俄罗斯是另一个市场相对较低(57%),但快速增长的智能手机普及率,这里电信adspend预计将迅速上升,以每年8%的速度。

这份报告的大多数其他市场预计每年增长3%至6%到2023。除了法国,不是因为任何需求的内在弱点,但与那些在大多数市场,法国电信品牌实际上增加了支出在2020 - 6%,以应对数据的额外需求。与2023年比较的基础因此相当困难。

“5 g服务的推出将使移动运营商提供捆绑语音、数据和娱乐服务家庭和公司直接与固话宽带竞争,”乔纳森·巴纳德说,负责人预测,天顶。“这将spurgreater竞争放在一起以最好的价格最具吸引力的服务,帮助刺激电信adspend持续复苏至少2023。”

报告中(包括12个市场是澳大利亚、加拿大、中国、法国、德国、印度、意大利、俄罗斯、西班牙、瑞士、英国和美国)
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\"&lt;p&gt;Digital
Digital platforms help telecoms brands demonstrate relevance to exacting consumers<\/span><\/figcaption><\/figure>Media agency Zenith predicts that telecoms advertising will grow at an average rate of 4.5 per cent a year to 2023 as its recovers from an 8.7 per cent decline in 2020, according to Zenith’s Business Intelligence - Telecommunications report<\/a>. Telecoms adspend in the 12 key markets included in the report will rise from US$17.8 billion in 2020 to US$18.7 billion in 2021, and then return to its pre-pandemic level of US$19.5 billion in 2022.

Smartphone sales will start to spring back this year once consumers feel more confident in their future. Consumers are becoming more willing to finance and purchase handsets independently from their network providers, giving manufacturers and retailers a greater incentive to advertise handsets themselves. Meanwhile, the networks will seek to recoup their investment in 5G<\/a> licences and infrastructure through new services and more expensive data packages. All these trends will help fuel healthy growth in telecoms advertising over the next three years. Zenith predicts telecoms adspend will grow 4.7 per cent in 2021, 4.4 per cent in 2022 and 4.3 per cent in 2023.

Digital platforms help telecoms brands demonstrate relevance to exacting consumers
<\/strong>
Voice and data services are commoditised and functionally indistinguishable to consumers, who expect them to work flawlessly in the background and only pay attention to them when they go wrong. High-impact advertising in mass-audience media like television and radio allows telecoms companies to differentiate themselves from others through branding, and makes them more relevant to consumers by promoting their association with things consumers are passionate about, such as entertainment, sport and music. Telecoms brands therefore spend substantially more on television and radio advertising<\/a> than the average brand – in 2020 they spent 42 per cent of their budgets on television and radio, while the average brand spent 30 per cent.

But as audiences migrate online, telecoms companies are refocusing on communicating their brand narratives to mass digital audiences. Telecoms brands spend less on digital media than average (49 per cent of their budgets went to digital channels in 2020, compared to 56 per cent for the average advertiser), but digital advertising<\/a> is also the only channel in which telecoms adspend is increasing. Zenith forecasts that telecoms brands will increase their digital adspend at an average rate of 5 per cent a year between 2019 and 2023. By 2023, digital advertising will account for 54 per cent of all telecoms advertising.

“COVID-19 has demonstrated how dependent we are on good, fast and reliable internet connections. Telecoms companies have been the unsung heroes of the pandemic, shifting our lives online and keeping us connected to entertainment, work and commerce,” said Ben Lukawski, global chief strategy officer, Zenith. “Their challenge is to go from being unsung to being acknowledged and appreciated for their efforts. The spread of 5G and the reality of our new-found virtual lives give telecom brands the opportunity to move into the limelight.”

Telecoms brands are cutting back their spending on traditional television and radio as their reach declines, but less rapidly than brands in most other categories. Zenith forecasts that between 2019 and 2023, telecoms brands will reduce their television adspend by an average of 2.0 per cent a year, compared to a 3.5 per cent annual reduction across all categories. They will also reduce their radio adspend by 2.8 per cent a year, compared to 4.1 per cent a year for the market as a whole.

India and Russia to lead telecoms adspend growth
<\/strong>
Zenith forecasts that India will be the fastest-growing market for telecoms advertising between 2020 and 2023 by some distance, with 11 per cent annual growth. According to eMarketer, only 31 per cent of the population currently has a smartphone, but thanks to the launch of low-price handsets such as the JioPhone, this proportion is rising rapidly.

“The telecom sector in India in 2021 is anticipating a robust growth on the basis of an increase in tariff pricing, demand for data, growing number of mobile users and hopefully the launch of 5G in the last quarter. This will lead to a substantial increase in media investments by the key players especially on Television & Digital” said Jai Lala, COO, Zenith India<\/a>.

Russia is another market with relatively low (57 per cent) but fast-growing smartphone penetration, and here telecoms adspend is forecast to rise rapidly too, by 8 per cent a year.

Most of the other markets in this report are forecast to grow by between 3 per cent and 6 per cent a year to 2023. The exception will be France, not because of any inherent weakness in demand, but unlike those in most markets, French telecoms brands actually increased spending in 2020 – by 6 per cent – in response to the extra demand for data. The basis of comparison with 2023 is therefore considerably tougher.

“The rollout of 5G services will allow mobile operators to supply bundled voice, data and entertainment services to the home and compete directly with landline broadband,” said Jonathan Barnard, head of forecast, Zenith.“This will spurgreater competition to put together the most attractive services at the best prices and help stimulate a sustained recovery in telecoms adspend to at least 2023.”

(The 12 markets included in this report are Australia, Canada, China,France, Germany, India, Italy, Russia, Spain, Switzerland, the UK and the US)
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