Magna: Programmatic Video And Mobile Grow Up

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 inContinue reading »

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Magna: OTT Will Reach $2 Billion In 2018

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 andContinue reading »

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NBCU Develops A Unified Ad Metric To Level The Playing Field Between TV And Digital Impressions

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 andContinue reading »

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Zenith: More Money Goes To Ad Tech Than To Actual Media

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 underContinue reading »

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Zenith, Magna, GroupM: The Duopoly Will Capture Almost All Advertising Growth In 2018

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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 growthContinue reading »

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Magna and GroupM: Digital Will Finally Overtake Linear TV In 2017

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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 thatContinue reading »

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