Demand for New Smartphones and 5g Will Drive

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rabbihasan
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Demand for New Smartphones and 5g Will Drive

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Zenith expects telecom ad spend to grow an average 4.5% annually through 2023, thus recovering from the 8.7% drop in 2020, according to Zenith's Business Intelligence - Telecommunications report released today. Telcos' ad spend in the 12 key markets included in the report * will increase from$ 17.8 billion, in 2020, to $ 18.7 billion, in 2021, and will subsequently return to the pre-pandemic level, that is, to $ 19.5 billion in 2022.

Smartphone sales will start to rebound this year, once consumers feel more confident about their future. Consumers are increasingly willing to finance and buy terminals, regardless Country Email List of their network providers, giving manufacturers and retailers a greater incentive to advertise terminals themselves. Meanwhile, telcos will seek to recoup their investment with 5G licenses and infrastructure through new services and higher-cost data packages. All of these trends will help drive healthy growth in telecommunications advertising activity over the next three years. Zenith expects telecom ad spend to grow 4.7% in 2021, 4.4% in 2022 and 4.3% in 2023.

Digital platforms help telcos demonstrate their relevance to the most demanding consumers.Voice and data services are standardized and, operationally speaking, nearly identical for consumers who expect them to run smoothly and only pay attention to them when they fail. High-impact advertising in mass-audience media, such as television and radio, allows telecommunications companies to differentiate themselves from others through branding and makes them more relevant to customers.

consumers promoting their identification with topics of interest such as leisure, sports and music. Therefore, telcos will invest substantially more in television and radio advertising than the market average: in 2020 they invested 42% of their budgets in television and radio, while the market average invested 30%.
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