The Rich to Get Richer in Digital Ad Sales
The digital media business is famously fragmented, but that hides the fact that a huge chunk of spending goes to a handful of firms. That trend should continue unabated, according to a new forecast.
EMarketer estimates that by 2014 the market will be dominated by Google and Facebook, which will represent a combined 38.8 percent of the entire market. Google should grow its display business 88 percent, according to the researcher, while Facebook is poised to record 50 percent growth. Overall consolidation, even without acquisitions, will concentrate 54 percent of the market with the top five ad sellers. That’s up from 47 percent now.
Forecasts are, of course, fickle. Two years is a long time, considering that two years ago Facebook was a comparatively small fry in the ad business. There’s no telling that another hot service won’t rise up to capture even more marketer dollars. EMarketer itself has revised its Facebook forecasts plenty. Last September it estimated Facebok would sell $2 billion in U.S. display advertising. It now says that figure was $1.73 billion, a 14 percent difference. Back then it thought Facebook would surpass $3.8 billion in total ad revenue in 2011. Facebook’s IPO filing reported its total ad revenue for the year was actually $3.15 billion, $650 million lower.
Publishers speak out on the state of the media business at the Digiday Publishing Summit
With the calendar flipping to spring, do publishers feel like the economic conditions are starting to thaw or do they expect the second quarter to be similarly frigid?
How Forbes and The Daily Beast are consolidating diverse revenue streams to create the highest value audience
Forbes and The Daily Beast have shed the silo-model when it comes to how their revenue teams operate.
How BuzzFeed’s Creator Score is grading the impact of its creator network
BuzzFeed's Creator Network is a primary focus in 2023 for the publisher, and its campaign grading tool is being used to prove out its ability to create successful ads.
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
In graphic detail: Google’s Ads Safety Report shows suspect ad activities are on the rise
Google's ad transparency efforts detail how bad actors necessitate further investment.
Media Briefing: Publishers share their biggest challenges and opportunities at the Digiday Publishing Summit
While Q1 ad revenue, sales cycles and payment windows appeared to be equally bad across the media industry, bright spots arose around consumer revenue streams, new tech experimentation and traffic patterns.