Global Digital Media - Mobile Advertising and Digital Marketing - Key Trends and Statistics

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ABSTRACT

The advertising scene has undergone radical change and is still changing. With profits down between 5% and 10% on an annual basis, the performance of the traditional advertising market is under constant pressure. Data analytics is exposing the weakness of these traditional advertising business models and, like all of the other sectors affected by the digital economy, this means that these business models need to change.

As they become more aware of the power of big data, advertisers are demanding hard, quantitative data on their campaigns. Increasingly, campaigns are now linked to outcomes. These are predetermined and tested against the results, and payments are made to advertising agencies based on the success of these campaigns, which are becoming far more cost-effective.

This report explores how mobile advertising has become a key focus for the industry and as has enormous growth potential. Smart TV is also a future growth area as advertisers capitalise upon Over-The-Top (OTT) content initiatives. The report also examines the core segments of social network advertising, digital gaming advertising, search engine advertising and video-based advertising.

ABSTRACT

Latest developments:

- North America is the largest market for digital ad spending.

-The Asian region, particularly China, spend a large amount on mobile ad spending and this trend is expected to continue.

-Search advertising is still the leading advertising channel however and it is mobile search advertising which is beginning to drive growth.

-- Google is still the undisputed leader in the search-engine advertising market, with China-based Baidu occupying a distant second place.

-While Facebook has yet to reap such high advertising revenues as Google, it is closing the gap and increasing its market share, with a strong focus on mobile advertising.

- Click fraud has become a growing concern for advertisers and website publishers, with bots accounting for a large percentage of display and video ad viewings.

Companies mentioned in this report:

Alphabet (Google); Hulu; Facebook; Zynga; Blinkx; Baidu; Tencent; digital ad exchanges.

Length Publisher Published Date

15 PagesPaul Budde

CommunicationsMay 24, 2016

Table of Contents

1. Synopsis2. Market summary3. Key online advertising categories4. Mobile advertising5. Market trends6. Internet media companies Google versus facebook7. The effect of big data on the advertising industry

Table 1 Global media ad spending and annual change 2011 – 2018Table 2 Global digital ad spending and annual change 2011 2016Table 3 Global mobile advertising spending and annual change 2011 2016Table 4 Top ten countries by ad spending per person and per digital Internet user 2014Table 5 Social network advertising revenue by region 2013 – 2015

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ABOUT THE PUBLISHER

Paul Budde Communication is a telecommunications and information highway consultancy company specializing in market analysis. Paul Budde is a well-known industry consultant and market analyst with broad international experience. Research concentrates on the management and marketing issues of the telecommunications and information highways markets. Having been involved in the industry for over 20 years, Budde associates have become experts in analyzing the information. As we are an independent operation, we can assess the market objectively and provide accurate information about trends and developments, with realistic time-frame predictions.

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