"Separate studies from the IAB and Nielsen this week suggest that while digital advertising is in the rudest of health, the number of media owners benefiting from the spend are few, with the industry's West Coast behemoths seemingly the biggest winners. The latest IAB quarterly spending figures were published this week with the trade body claiming this year was the biggest Q3 ever for digital ad spend, with the numbers hitting $17.6bn during the period."
"Global auditing firm PwC conducted the research by compiling the responses of a sample of surveyed respondents that work for outfits that sell media online with David Silverman, a partner at PwC, claiming the results show how crucial digital is to contemporary marketing. "Increasing media consumption on interactive screens will surely lead to even more investment in the digital landscape," he added."
"However, separate numbers released today by Nielsen indicate that while the top-line figures look good upon first inspection, digital media consumption is concentrated in few hands, namely: Amazon; Apple; Facebook; and Google (see chart below). And if we presume that spending patterns follow consumption, then the news is certainly not good for premium publishers, and raises questions the whole media industry must ask itself."
Digital ad spending hit $17.6bn in Q3, a 20% increase year-over-year and a 4.3% sequential rise. Mobile, digital video and other digital formats drove much of the momentum. PwC compiled responses from media sellers and emphasized digital's central role in contemporary marketing. Increasing media consumption on interactive screens is expected to spur further digital investment. Nielsen data show digital media consumption is concentrated in a few companies—Amazon, Apple, Facebook and Google. If spending follows consumption, premium publishers stand to lose. Facebook and Google do not participate in the IAB ad spend study, complicating the full picture.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]