Advertising

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  • August 7, 2019

    Australian Advertising Market Outlook 2019

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    Venture Insights expects total advertising spend to grow at a 3.2% CAGR to $18.7bn in 2023. Digital, while being the largest growth driver for AdEx in Australia, will see its growth moderate in the coming years. Programmatic and addressable TV solutions, along with BVOD, will help traditional broadcasters offset part of the structural decline in television advertising.
  • July 2, 2019

    A strict early privacy verdict for UK online advertising

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    The Information Commissioner’s Office reported on the UK online advertising sector, finding common industry practices unlawful under a strict interpretation of the GDPR and UK privacy law. The ICO focused on problems around transparency, consent and data sharing in the Real-Time-Bidding ecosystem, which comprises 16% of UK online ad spend, but most of publisher online ad revenue. The ICO is giving the industry six months to shape up, with the next steps still unclear. The Competition and Markets Authority has had under consideration an investigation into the entire online advertising sector, but is hampered by Brexit-related considerations.
  • June 24, 2019

    Advertising Pays 7: UK Advertising’s Digital Revolution

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    Online advertising plays a larger role in the UK economy than anywhere else in the world, having grown hand-in-hand with the highest ecommerce spend per capita and a business creation boom. There are many factors behind this success, access to investment and top talent (both technical and creative) structural characteristics in the economy and society—not least a culture of experimentation and entrepreneurship. As with all maturing industries, sustaining future growth will bring new challenges: along with economic headwinds, UK online advertising now faces an urgent need to restore public trust, with a combination of statute and self-regulation.
  • April 29, 2019

    UK Out of Home: opportunities and threats crowd the doorway

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    Out of Home (OOH) is bucking the trend in UK traditional media and continues to grow, driven by the digitisation of inventory as the paper estate recedes. Digital OOH now accounts for 50% of total OOH ad spend. Soon digitisation will slow, as much OOH inventory cannot be converted from posters to digital screens; sustained growth will require a different form of change. The industry is amidst structural shift – driven by consolidation and automation – which could be wholly positive, but a lack of cooperation between major players risks stifling innovation and the medium’s growth.
     
  • December 5, 2018

    Classifieds Marketing Outlook: All Segments

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    For decades, classifieds were the domain of newspapers, which offered advertisers cheap ads sorted under specific categories. The ads gave shoppers an easy way to browse various local offers, usually from private sellers. But, the jump from print to digital was inevitable and has proven itself to be quite lucrative for digital players. However, in the past few years, as the online classifieds market matures, leading digital classifieds players are attempting to diversify their revenues into new products and services. This is being driven by the need to ensure new sources of revenue growth and to drive customer acquisition and loyalty. In the real estate market, REA and Domain have introduced adjacent services such as mortgage broking and data analytics. In the recruitment market, LinkedIn and SEEK have been investing in technology companies involved in temporary hire, skill development, alternative recruitment and employee engagement.
  • November 29, 2018

    Automotive Marketing Outlook 2018

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    After hitting record highs in March 2018, new car sales have recorded their seventh straight month of declining sales numbers as declining property prices and higher fuel costs are driving households to curb big-ticket purchases. Vehicle sales for October 2018 were 90,178 vehicles, down 5.3% YoY. Passenger cars declined 23.6% YoY driven in part by the preference for Sports Utility Vehicles (SUVs) which accounted for 44% of all new car sales in Australia for October 2018. While disruptors such as carsharing platforms (carnextdoor and goget) are reducing the need for car-ownership, there hasn’t been any visible impact on the automotive advertising market. We forecast Automotive Display Adex to grow at a 13.2% CAGR through to 2022 to A$891.2mn. Carsales is one of the largest players in the Australian online auto advertising market with a share of 37% in car listing volumes. Its average session duration is approximately two times that of its closest competitor, while the average number of daily unique visitors to its website is 57% higher.
  • November 15, 2018

    UBS Conference: What could the media landscape look like in 5 yea [...]

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    Venture Insights attended the annual UBS Investors Conference for 2018 on 12th and 13th November, with a number of interesting panels across the two days. The participants of the Media panel were unanimous in their view that while digital remains an important area of growth, traditional media operators are starting to get their act together and are aligning their offerings more closely with customer preferences.
  • June 12, 2018

    Advertising Market Outlook:The Digital juggernaut continues with [...]

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    Venture Insights expects total advertising spend to grow at a 2.7% CAGR to $17.4bn in 2022. Digital will account for the majority of the growth in AdEx through our forecast horizon increasing from 49% of the market today to 66% by 2022. While we see risks to TV audiences and hence ad revenues, we believe the TV model is far from dead. TV can continue to attract significant audience reach (and engagement) but it must evolve to stay relevant. Overall we forecast -3.7% CAGR (to FY22) for TV AdEx.
  • April 13, 2018

    Media Roundtable Breakfast – key findings: MarTech and AdTech [...]

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    With technology continuing to improve and the known pitfalls of both Advertising technology and Marketing technology apparent, a convergence of these technologies will take place sooner rather than later giving more control to advertisers. Designing an advertising campaign has always been slow and somewhat clunky, however new technology platforms are speeding up the optimisation process allowing campaigns to be improved and optimised in real time. However, this increased control means little if the vast majority of inventory and customer data is controlled by a small number of players.
  • March 21, 2018

    Ad blocking – Google and publishers strike back…

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    Ad blockers have had a huge impact on the online advertising landscape in the past few years. This impact will grow larger as the popularity of ad blockers reaches a critical mass on desktop as well as mobile.  While publishers have tried multiple strategies, Google’s ad blocking move while counter-intuitive at first glance, could prove to be just the right approach to combat the rise of ad blockers.
  • March 1, 2018

    MarTech and AdTech – it’s going to be a Mad(Tech) world…

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    MarTech and AdTech have developed in relative isolation in the past. However, rapidly changing market dynamics mean existing solutions are no longer meeting marketers’ needs or consumer expectations. As a result, the MarTech and AdTech sectors are converging to deliver a more seamless and personalised customer experience.
  • January 16, 2018

    Amazon Advertising: Sleeping Giant

    With all eyes on Amazon’s retail business, its online advertising business is growing exponentially with less scrutiny.
  • December 19, 2017

    Australia Out-of-Home Market Outlook

    As other media continue to fragment, out-of-home (OOH) advertising continues to be the fastest growing of the traditional advertising media (TV, radio, print, cinema). The out-of-home market demonstrates steady growth, driven by strong digital growth:Total OOH market grew at a 13.8% CAGR from FY14 to FY17; it will grow at 4.4% CAGR until 2022,Physical OOH fell by 1.1% CAGR from FY14 to FY17; it is expected to fall at 7.9% CAGR until 2022,Digital OOH grew 70.6% CAGR from FY14 to FY17; it will grow at 15.1% CAGR until 2022. In the future, there will likely be ongoing significant capital investment in digital infrastructure, data collection capabilities, sourcing digital content and developing new channels to reach targeted audiences due to the higher yields and better creative opportunities that digital OOH offers. Advertisers will also continue to develop better creative content and deliver more targeted messaging to passers-by as data availability and cross-industry collaboration increases.
  • November 29, 2017

    Google: A Trojan Horse for the TV industry?

    While Google dominates the online video market via YouTube, efforts in the TV industry have constantly fallen short of expectations. However, Google is now positioning itself to become a critical part of the TV value chain.
  • November 15, 2017

    Classifieds Marketing Outlook: All Segments

    The Online Classifieds market recorded robust growth of 18.3% between 2014 and 2016, with Real Estate Classifieds witnessing a surge of 20.5%. This was followed by Employment Classifieds and Auto Classifieds with 17.4% and 13.6%, respectively. Growth in the overall Classifieds segment is expected to slow to 5.6% between CY17 and CY21. The CAGR for all three major segments is estimated to slow to 5–6%. We expect more entrants to try and disrupt the market with unique business models. Whether they succeed will depend on the strength of the incumbents and the type of Online Classifieds segment. In addition to doubling down on their mobile strategy, players in the Online Classifieds segment are also transforming themselves to leverage synergy and become more valuable to their customers. We expect to witness more acquisitions and product expansions as incumbents try to leverage their dominance to enter new areas in the value chain.
  • November 2, 2017

    Automotive Marketing Outlook: 2017

    The Australian car market is growing at a nominal rate and is expected to be unaffected by the winding up of local car production. Car sales have reached records levels, though the growth going forward will not be as fast as it was previously. Although new car sales are on the rise, they continue to be outpaced by used car sales. The CommSec car affordability index has hit the highest level since 1976, and vehicle sales are expected to reach 1.2m by 2023. Auto advertising is a major contributor to advertising expenditure. Auto advertising contributes 18% to total display advertising and 16% to the classifieds market. Vehicle advertising expenditure totalled A$689mn in 2016 and is expected to grow 21.3% to A$835mn in 2017. Carsales continues to be the dominant player in the online marketplace for cars. The company has over half of all car listings, and was the key beneficiary of the print to online shift. Although dealerships are expected to survive the closure of domestic production, they are facing a new threat in the form of digital disruption. New players are selling new and used cars online at relatively lower prices. Dealers would be required to incorporate digital into their value proposition in order to sustain their business.
  • October 18, 2017

    Recruitment Marketing Outlook

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    Australia’s recruitment market, though static in recent years is expected to recover in the future, which will positively impact the recruitment classifieds market. Recruitment classified advertising expenditure grew 17% between CY 2014 and CY 2016 and is expected to reach A$559mn in CY 2021. While Seek will continue to be a major player in the recruitment market, it will have to hold its own against a wave of technology led entrants and global giants.
  • September 20, 2017

    Property Advertising Market Outlook

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    Technology as a disrupting and differentiating factor
  • August 21, 2017

    News, disinformation and Facebook

    Facebook content shares suggest that misinformation had broad reach during both US and UK political campaigns, but outright fake news was rare, particularly in the UK. Mis- and disinformation by both established and new publishers was distributed on Facebook, but monetisation took place predominantly off-site, and content was distributed by a wide range of search and social platforms. Facebook has acted to limit the reach of disinformation, but can’t and shouldn’t be expected to do so alone as digital news distribution touches on complex questions including information and democracy, media literacy and heterogeneous cultural and social norms
  • August 9, 2017

    Digital Advertising Trends Part 3: Native Advertising

    Native advertising is witnessing rapid growth within the digital advertising market, driven by changing consumer behaviour and increasing publisher demands. Will it be a possible antidote to a number of industry woes, or will native’s potential to deceive audiences outweigh any possible value it can provide?
  • July 20, 2017

    Facebook’s charm offensive is over – at least as we k [...]

    The big blue giant is losing its allure with Australians, media companies and news publishers alike. What scenarios will we see play out as Facebook seeks to draw users back in to secure its advertising revenue?. The fight over content rights: are we beginning to see news agencies take the power back?

  • July 13, 2017

    Verizon merger with Yahoo

    Verizon has undergone two large-scale acquisitions within the past two years in a bid to compete against internet giants, Facebook and Google. Are these mergers a step in the right direction for the Telco giant, or will the company remain in the shadow of the duopoly?

  • June 7, 2017

    Australian Advertising Expenditure Market Outlook

    The Australian Advertising Expenditure market outlook report discusses the actual (2009 – 2016) and forecast (2017 – 2021) advertising revenue alongside the key drivers within the Digital, Broadcast Television, Print, Radio and Outdoor markets.

  • June 1, 2017

    Australian Out-of-Home Market Outlook 2017: Widespread growth dri [...]

    The Australian Out-of-Home (OoH) market has been growing continuously for the past seven years, with CY16 posting a notable 15.8% year on year increase.Total revenue for 2016 was at an all-time high of $789.5 million, up from $682.1 million in 2015