4-2-15
eMarketer predicts the global mobile advertising market will hit $100 billion by 2016. If correct the $101.37 billion eMarketer projection for ads served to mobile phones and tablets would represent a 430 percent increase over the final 2013 number. All these crazy high numbers are being driven, of course, by consumer adoption of mobile devices. Next year, eMarketer estimates, there will be more than two billion smartphone users worldwide.
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2-20-2015
Auto Dealers, Dealer Groups and Manufacturers were still the top spending category for 2014, but the sector was down 2% year over year, reports the RAB. Communications, health care, and insurance spending all showed gains. Number 2 ranker communications was up 1%, number 4 ranked health care showed a 4% increase, professional services ranked 5 was up 4% and insurance, ranked number 8 increased 3%.
Ad categories on the downtrend in the top 10 were: Auto dealers/dealer groups/manufacturers off 2%, number 3 ranked financial services were down 9%, number 6 ranked restaurants were off 11%, ranked number 7 television/ networks/cable was off 10%, number 9 grocery/convenience stores off 14%, and number 10 Education was down 6%.
Radio's Top 10 Spot categories in 2014 were, in ranking order:
Auto Dealers/Dealer Groups/Manufacturers/Rentals
Communications/Cellular
Financial Services
Health Care
Professional Services
Restaurants
Television/Networks/Cable Providers
Insurance Companies
Grocery/Convenience Stores
Education
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1-9-2015
According to Kantar Media, Hispanic media rose nearly 20% as reported by MediaLife, with TV advertising getting the biggest boost at just under 24%. Most of that gain being attributable to The World Cup viewing. That's the good news. Local radio saw a decline in Hispanic media buys of 6.6%. Spanish newspapers and magazines also saw a decline, at 8.6% and 3.9%. According to Jon Swallen, chief research officer at Kantar Media, the radio and print decline is attributable to the encroachment of the internet and declining usage of traditional media.
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8-15-14
That's the word from GroupM which just released its global ad spending forecast. The company says global ad spending will reach $534 billion in 2014 -- a 4.5% increase over 2013. The 3.4% forecast for U.S. spending would result in a total spend of $162 Billion. In 2015, the company projects the U.S. market to grow another 4.2% to $168.3 billion. GroupM's North America Chief Investment Officer Rino Scanzoni says, ?The U.S market should experience moderate Ad growth in 2015 consistent with nominal GDP. We expect 2015 overall Ad volume to exceed the 2006 high water mark of $161.9B by 4% on a nominal basis. TV share should remain consistent. Digital share of Ad revenue is expected to grow by 1% driven by search and on-line video." There was no mention of radio in the company press release.
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4-4-14
eMarketer now says worldwide spending on all things digital will reach $137.5 billion in 2014. That includes advertisements served up on desktop and laptop computers, mobile phones, and tablets. According to eMarketer, the $137.5 billion will now make up just over one-quarter of all paid media spending worldwide. That?s up from about one-fifth in 2012. The U.S. is the biggest spender on digital ads.
9-9-13
According to Kantar Media, total advertising expenditures in the second quarter of 2013 increased 3.5 percent from a year ago and finished the period at $35.8 billion. Total spending for the first six months of the year grew 2.0 percent to $68.9 billion. Radio was mixed. Spending in national spot radio rose 5.8 percent with strong demand from telecom, restaurants, and retail segments. Local radio fared less well as quarterly expenditures dropped 1.6 percent.
?Ad spend has now increased for six consecutive quarters and, in reaching 3.5 percent growth for Q2, had its best performance in a non-Olympic period since the end of 2010,? said Jon Swallen, chief research officer at Kantar Media North America. ?However, the gain was boosted by two unusual phenomena. On one side, year-ago spending was deflated by major advertisers who conserved budgets in advance of the Summer Olympics and this makes current year growth appear larger. On the other side, there were more NBA playoff games this year and it generated a sizable windfall of extra TV ad revenue. Without these factors, Q2 ad spend growth would have been lower by about one full percentage point.?
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3-4-2013
During our advertising panel at Convergence yesterday, SVP/Managing Director for Digital at Optimedia Adam Seymour (pictured) said his agency was getting away from "niche" media like radio. Seymour said newspaper and TV remain a steady part of his budget, and digital now makes up 26%. We spoke to Seymour about why radio is losing his business, and digital is getting it. Listen HERE
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1-7-13
eMarketer reports mobile ad spending around the world more than doubled last year and double-digit increases in mobile ad spending will continue in coming years as outlays approach $37 billion by 2016. In 2012, mobile spending was at $8.41 billion, according to eMarketer?s forecast?up from just over $4 billion the year before and $2.34 billion in 2010.
The fastest growth in 2012 came from North America, especially the US, where mobile search and display ad spending was up 220%. Spending doubled in the Middle East and Africa, from a very small base, while growth in the rest of the world?s regions was below average. In Asia-Pacific, spending was up a comparatively small 40%. In emerging markets, however, growth was booming. Mobile ad spending in China was up 138%, and Indonesia and India each enjoyed 110% growth rates.
Read more about mobile ad spending all over the world HERE
12-18-2012
The radio industry might want to figure out this digital/Internet/mobile advertising thing right quick. Ad spending on mobile is increasing faster than most analysts predicted. Hold on to you fedora as it may come flying off when you see these new predictions just out from eMarketer.
eMarketer expects overall spending on mobile advertising in the U.S,. including display, search, and messaging-based ads served to mobile phones and tablets, to rise 180 percent this year to top $4 billion. eMarketer?s previous forecast, made in September 2012, was only $2.61 billion. eMarketer has also significantly raised its expectations for future years. The company says U.S. mobile ad spending should hit $7.19 billion next year and nearly $21 billion by 2016.
Read the entire eMarkter piece HERE
If you are serious about your station's digital revenue future you should be registering for Convergence
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9-5-2012
Managing Director of Equity Research for Wells Fargo Marci Ryvicker has issued a new research report that increases the amount of money she expects to be spent in media on political advertising. The new report still has television taking the bulk of the dollars (65%) jumping from $3.2 billion to $3.37 billion. Radio's share remained at 5.2% in Ryvicker's updated report, behind TV, Direct Mail (18%) and the Internet (6%). The total radio share is now expected to be $270 million for radio. Ryvicker estimates a total of $5.2 billion will be spent on political advertising in 2012.
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1-20-2012
According to eMarketer U.S. online ad spending will post growth well above 20% again this year to reach nearly $40 billion as the internet continues to prove its worth to advertisers in a tough economic climate. eMarketer principal analyst David Hallerman says ?advertisers? comfort level with integrated marketing is greater than ever, and this is helping more advertisers?and more large brands?put a greater share of dollars online.?
This year, US online ad spending will exceed the total spent on print magazines and newspapers for the first time, at $39.5 billion vs. $33.8 billion. And as online shoots up, the print total will continue to inch downward. Double-digit growth is expected through 2014, when US online ad spending will reach $52.8 billion. In 2016, eMarketer expects advertisers to spend $62 billion online.
Spending on TV, however, appears largely unaffected by the growth of online. As internet ad spending rises, so will TV?albeit more slowly, and from a larger base. eMarketer estimates TV will grab $72 billion in US ad dollars in 2016, $10 billion more than will go online. Overall, eMarketer expects total media ad spending to grow 6.7% this year to $169.5 billion.
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June 29, 2011
Mobile ad spending is growing. . . and it has local advertising to thank. Over the next few years, we will see a large increase in mobile ad spending, with numbers close to $4 billion by 2015 ? from just $790 million in 2010, according to the latest projections by BIA/Kelsey. But a key driver in this growth will be local ads, projected to account for $2.8 billion, or 70 percent of total spending. This is a huge increase from just $404 million, or 51 percent, this year.
Last December, BIA/Kelsey offered its prediction that the U.S. mobile ad revenues will grow from $491 million last year to $2.9 billion in 2014 for a staggering CAGR at 43 percent. But the big spending will come in the form of local ads ? currently making up less than half of the mobile ad market. However, it is all slated to change by 2015.
What does this mean for radio? Well, radio stations that don?t already stream to mobile should get on the ball?and get on the mobile app trend too, if you haven?t already done so. Just as over-the-air advertising drives terrestrial radio, mobile advertising drives mobile streaming. And with the increase of smartphone users, it just makes sense that stations should take advantage of this tremendous growth in smartphone users coupled with mobile advertising. This increase in overall spending equates to an increase in return. . . which, if taken advantage of, could generate a lot more revenue for your station/s. Not to mention, serving local ads to mobile listeners is much like traditional radio advertising - something listeners can relate to on a local level!
Advertising is all about relevancy. Providing relevant, targeted ads to users increases the chances of conversions. With the increased penetration of smartphones and mobile devices over the years to come, local targeted ads will reach a larger audience than ever before. As of December 2010, nearly a third (31%) of all mobile consumers in the United States owned smartphones, according to Nielsen, and they expect smartphones to account for more than half of the US mobile phone market by end of this year. . . showing rapid growth.
The entire online ad world is moving away from ?plays,? using impression-based, geo-targeting instead. This allows you to serve ads to those listeners that are tuning in locally, regionally or nationally. You can have a station in San Jose, California with a listener in New York, and that person is delivered an ad based on where they are, not where the station is. In today?s internet of link libraries, listener directories and such, what good is it doing your local advertiser to have someone from 5,000 miles away hear their ad? Well, that?s what it?s all about . . . serving specific ads, geo-targeted to specific areas. That?s the future of mobile advertising.
The growing popularity of smartphones along with the decreasing cost of mobile data usage provides a gateway that assists in major mobile streaming growth. Throw in some local advertising and you?ve got yourself a major money-maker. As I have said in many previous articles, you need to give the listener what they want. You need to cater to the listeners and in today?s world, that means reaching them when they are not in their car, but in the office, at work, on the road, at the park, while bicycling, etc. These days, most people are expecting to see ads of some sort or another, so it is like leaving money on the table to not be a part the mobile advertising boom. The odds are in, the all-seers have spoken, and the charts don?t lie.
Kerry Brewer is Sr. Managing Director at Securenet Systems, a leading provider of online streaming services to the worldwide radio industry. He can be reached at kbrewer@securenetsystems.net or on LinkedIn at www.linkedin.com/in/kerrybrewer.
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