We’re seeing telcos start to lean into advertising more significantly says Chris Le May, Director of Advanced Advertising at Synamedia, evolving beyond acting as enablers of addressable advertising and becoming buying destinations in their own right.
But this isn’t simply an opportunistic move, according to Le May. Rather, telco executives recognise a potential existential threat to their business models moving forward, and so are spinning up advertising divisions to open up entirely new revenue streams. In this interview, Le May discusses the factors driving telcos’ growing interest in advertising, and outlines how the relationships between telcos, broadcasters, and technology vendors are likely to evolve in the coming years. Filmed in Cannes.
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