Spotify updated its terms of service to say it will suspend or terminate accounts that are found to be using ad blockers. Read more…
Category: Media & Communications
The group is touting research showing magazine readers are more engaged with content than users of social media and TV viewers. It’s working to defend publishers with its new “Pay Attention” campaign. Read more…
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The companies will cut off access to the information by March, giving them time to adjust for services like emergency roadside assistance. Read more…
Cost-per-click (CPC) rates for mobile search engine marketing (SEM) campaigns were 57% higher on “Cyber 5” days than during the rest of the holiday shopping season due to a surge in demand, according to a study by digital ad platform Kenshoo. Read more…
Yahoo Finance’s upcoming subscription service is long overdue. It will reportedly cost about $100 a month, which is still pricey for the average retail investor, but not for industry pros. Read more…
The National Enquirer’s parent company, American Media Inc., admitted it coordinated with the Trump campaign to make an illegal hush payment, federal prosecutors disclosed. The disclosure came the same day former Trump lawyer Michael Cohen was sentenced in federal court to three years in prison.
The double whammy of the Cohen conviction and the AMI admission gave ammo to Trump critics, but for now, it doesn’t really change the calculus of an impeachment. Read more…
Google posted a video on YouTube to remind publishers about its policies against dangerous and derogatory content. Publishers may get blocked if they aren’t careful about what appears on their websites, such as unmoderated comments from users. Read more…
Madison Avenue forecasts ad spending will grow modestly next year. Publishers will be challenged to boost digital ad sales amid growing competition. The saving grace for many publishers will be mobile ad sales. Read more….
Magna raises 2019 forecasts
Magna raised its 2019 forecast for global advertising growth to 4.7 percent from 4 percent, as the macro-economic environment is expected to remain strong in most of the top advertising markets (United States, China, India), according to an announcement.
The company forecast U.S. advertising growth to slow to 2.4 percent, mostly due to the lack of cyclical events such as elections. Excluding the effect of cyclical events in 2018 and 2019, underlying ad spend will grow by 4.5 percent in 2019, compared with 5.3 percent in 2018.
Almost two-thirds of digital ad sales (62 percent) come from impressions and clicks on mobile devices (mostly smartphones). Mobile ad sales grew by 32 percent in 2018 while desktop-based ad revenue shrank 2 percent because of ad blocking and lower inventory.
Magna bases its forecast on net revenues of media companies instead of media spending by advertisers, the metric that Zenith and GroupM use.
Net Advertising Revenues | 2018 Size ($ m) |
2018 Growth | 2019 Growth |
TOTAL OFFLINE | 96,433 | -4.8% | -4.1% |
National TV (incl. CE) | 42,852 | 1.2% | -3.1% |
National TV (excl. CE) | 42,105 | -0.5% | -1.5% |
Local TV (incl. CE) | 21,810 | 10.5% | -16.3% |
Local TV (excl. CE) | 18,607 | -4.1% | -4.4% |
14,973 | -16.7% | -17.6% | |
Radio | 13,232 | -4.2% | -4.5% |
OOH | 8,091 | 3.4% | 2.4% |
TOTAL DIGITAL | 107,027 | 16.5% | 12.2% |
Mobile | 70,662 | 30.5% | 21.2% |
Desktop | 36,365 | -3.6% | -5.2% |
Search | 47,800 | 16.1% | 12.5% |
Video | 13,147 | 25.8% | 19.5% |
Social | 30,103 | 32.9% | 21.9% |
GRAND TOTAL (incl. CE) | 208,149 | 7.5% | 2.4% |
GRAND TOTAL (excl. CE) | 203,460 | 5.3% | 4.5% |
Zenith forecasts slower growth in 2019
Publicis Groupe’s Zenith forecast global advertising expenditure will grow 4.5% by the end of this year, boosted by the Winter Olympics, FIFA World Cup and US mid-term elections. Growth will then remain steady and positive for the rest of our forecast period to 2021, at 4.0% in 2019, 4.2% in 2020 and 4.1% in 2021, according to an announcement.
Amazon will benefit from the growing market for e-commerce ad spending in the United States. E-commerce advertising is more established in China, driven by investments by e-commerce platforms like Alibaba. E-commerce advertising has risen from 0.8 percent of all adspend in China in 2009 to an estimated 18.2 percent this year.
GroupM cuts 2019 forecast
GroupM, WPP’s media buying group, slightly cut 2018 growth estimates from 4.5 percent to 4.3 percent. 2019 growth projections were also lowered from 3.9 percent to 3.6 percent, with total new investment anticipated to reach $19 billion instead of $23 billion predicted earlier, according to an announcement.
Rising interest rates, China’s slowing economic growth and possible trade wars were cited as reason for the lower estimate.
Publishers are taking a more holistic approach to marketing — it isn’t aimed solely at advertisers and media agencies, but the broader consumer audience. Read more…