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…
Global sales of smartphones to end users grew 1.4 percent to 389 million units in the third quarter from a year earlier, according to Gartner Inc.
Worldwide Top 5 Smartphone Sales to End Users by Vendor in 3Q18 (Thousands of Units)
Vendor | 3Q18Units | 3Q18 Market Share (%) | 3Q17Units | 3Q17 Market Share (%) |
Samsung | 73,360.1 | 18.9 | 85,605.3 | 22.3 |
Huawei | 52,218.4 | 13.4 | 36,501.8 | 9.5 |
Apple | 45,746.6 | 11.8 | 45,441.9 | 11.8 |
Xiaomi | 33,219.7 | 8.5 | 26,853.2 | 7.0 |
OPPO | 30,563.4 | 7.9 | 29,449.2 | 7.7 |
Others | 153,960.0 | 39.6 | 159,742.0 | 41.6 |
Total | 389,068.2 | 100.0 | 383,593.4 | 100.0 |
Source: Gartner (December 2018)
Social influencer marketing isn’t as effective as other promotional methods for search engine optimization (SEO), according to a study of campaigns in the travel industry by content marketing agency Kaizen. 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….
The U.S. smartphone market shrank 7 percent in the third quarter from a year earlier, according to Counterpoint Research.
Apple was the leading U.S. smartphone maker with a market share of 39 percent in the third quarter, little changed from the 40 percent of the prior quarter.
US Smartphone Shipments Market Share (%) | 3Q17 | 4Q17 | 1Q18 | 2Q18 | 3Q18 |
Apple | 33% | 44% | 37% | 40% | 39% |
Samsung | 23% | 19% | 26% | 25% | 25% |
LG | 18% | 14% | 14% | 16% | 17% |
Motorola | 5% | 5% | 4% | 5% | 8% |
Others | 21% | 18% | 19% | 14% | 11% |
Source: Counterpoint Research
Smartphone shipments fell 6 percent to 355.2 million units during the third quarter from a year earlier, the fourth straight quarter of declines, according to International Data Corp.
Top 5 Smartphone Companies, Worldwide Shipments, Market Share, and Year-Over-Year Growth, Q2 2018 (shipments in millions of units) | |||||
Company | 3Q18 Shipment Volumes | 3Q18 Market Share | 3Q17 Shipment Volumes | 3Q17 Market Share | 3Q18/3Q17 Change |
Samsung | 72.2 | 20.3% | 83.3 | 22.1% | -13.4% |
Huawei | 52.0 | 14.6% | 39.1 | 10.4% | 32.9% |
Apple | 46.9 | 13.2% | 46.7 | 12.4% | 0.5% |
Xiaomi | 34.3 | 9.7% | 28.3 | 7.5% | 21.2% |
OPPO | 29.9 | 8.4% | 30.6 | 8.1% | -2.1% |
Others | 119.9 | 33.8% | 149.8 | 39.6% | -19.9% |
Total | 355.2 | 100.0% | 377.8 | 100.0% | -6.0% |
Source: IDC Quarterly Mobile Phone Tracker, November 1, 2018 |
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.
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