Tagged: advertising

Half of Global Media Ad Spend Forecast to Be Online Next Year

Global internet advertising spend is projected to account for about half of total media advertising dollars next year – and it’s well on its way to fulfilling this projection, according to new research from WARC. The research firm analyzed media advertising spend in 96 global markets, revealing that internet advertising spend is expected to reach $298.1 billion this year and account for 47.7% of total media advertising spend. North America is ahead of the pack in its shift to digital ad spend: this year online ads will account for the majority of total advertising budgets in the region, per WARC. This includes a forecast 15.2% rise in spend in the US. The US is one of 8 markets where internet advertising has already reached a majority of media spend, per the report. Read More: www.marketingcharts.com

WSJ buys into weak methodology.

BEHAVIORAL AD TARGETING NOT PAYING OFF FOR PUBLISHERS, STUDY SUGGESTS: In one of the first empirical studies of the impacts of behaviorally targeted advertising on online publishers’ revenue, researchers at the University of Minnesota, University of California, Irvine, and Carnegie Mellon University suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t. The shift toward behavioral targeting has come along with two other trends: the emergence of the Google- Facebook duopoly, which in 2018 accounted for 58% of U.S. digital ad spending, according to eMarketer Inc.; and the stalling of digital display ad revenue growth for many digital publishers. Read More: www.wsj.com

IAB Matrix is a good first attempt at clarifying the new digital “TV” world.

EMPOWERING THE MARKETING AND MEDIA INDUSTRIES TO THRIVE IN THE DIGITAL ECONOMY: We’re seeing the previously siloed worlds of linear TV and digital video coming closer and closer together, driven in part by buyer’s increasingly hybrid digital/linear budgets and the need for more unified multi-platform buying. More than 8 in 10 advertisers agree that a unified multi-platform buying solution is important, according to the IAB 2019 Video Advertising Spend Report. Read More: www.iab.com

Young Millennials Have A Positive View Of Targeted Ads. Others? Not So Much.

More than half of US adults believe that targeted advertisements are an inappropriate use of personal data rather than a convenient way to see products they’re interested in, according to more than 3,100 US adults surveyed by YouGov. Asked which choice best matched their perception, fewer than 3 in 10 of total respondents chose the option that targeted advertisements are a convenient way to see products they are interested in. These findings highlight the dilemma advertisers face, with consumers saying they prefer ads that are relevant to them – yet many are opposed to being targeted with ads based on their online activity. Read More: www.marketingcharts.com