Telecom is in line with US industry averages when it comes to the mix between direct-response and brand-driven advertising. The industry leans slightly toward the direct-response side, which in telecom means getting customers into stores to purchase new devices or plans, or upgrade existing ones.
With the exception of healthcare and pharma, which is an outlier, US industries tracked by eMarketer spend anywhere from 33.0% to 37.0% of their digital ad budgets on mobile. Telecom falls right in the middle of this range at 35.0%. Read the rest at eMarketer.