TV dollars are following eyeballs and shifting to over-the-top. Magna said Friday that its 2018 forecast for US OTT ad revenues came in short. The agency predicted OTT ad revenues would hit $2 billion in 2018, but they actually hit $2.7 billion at a 54% year over year growth rate. As a result, Magna is… Continue reading »
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Programmatic dollars flowing to video and mobile have finally surpassed spend on desktop and banner ads. This year, mobile made up 53% of global programmatic spend by device, while video ads accounted for 51% of programmatic spend by format, according to Magna’s Programmatic 2018 report. (Magna did not include video inventory on over-the-top devices in… Continue reading »
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Advertisers are moving over the top. Over-the-top TV (OTT) ad spend will grow 40% to reach $2 billion this year, according to Magna’s US Ad Spend Forecast Fall 2018, released Thursday. And addressable TV campaigns will reach $800 million in 2018. The uptick in OTT investment is driven by consumer adoption of smart TVs and… Continue reading »
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NBCUniversal is about to do something TV companies have talked about for years: transact TV in a similar way as digital – on impressions. NBCU revealed Thursday that it would begin to measure live, on-demand and time-shifted TV ad buys using a common impression-based metric called CFlight. CFlight will be part of NBCU’s upfront pitch and… Continue reading »
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Ad tech companies grew roughly five times faster than the digital advertising market from 2010 to 2016, according to an ad spend forecast released by Zenith on Monday. The forecast tracked the revenues of 14 publicly traded ad tech companies including Adobe Marketing Cloud, Criteo, The Trade Desk, Rubicon Project, Rocket Fuel (taken private under… Continue reading »
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Digital advertising is growing, and big platforms like Google and Facebook continue to reap the profits. That’s the insight from global ad spend forecasts released Sunday by GroupM, Zenith and Manga, which predict the industry will grow between 3.1% and 5.2% this year to as high as $535 billion, as reported by Magna. Advertising growth… Continue reading »
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Both WPP’s GroupM and IPG’s Magna pinpoint 2017 as the year digital ad spend finally surpasses linear TV, according to forecasts each media-buying unit released Monday. Magna noted that digital grew 17% globally this year to $178 billion. That’s $27 billion in growth – and $26 billion of that came from digital. GroupM predicts that… Continue reading »
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