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»Vincent Letang

Magna: Olympics Postponement Hits Linear TV Hard, Digital Growth Dips To Single Digits

Magna’s latest 2020 global ad spend figures, released Thursday, are pretty bleak. Global ad spend will be down 2.8% this year to $217 billion in the wake of the COVID-19 outbreak. That’s revised downward from Magna’s December forecast, which anticipated 6.6% growth to in 2020. Linear will be hit the hardest, thanks to the postponement... Continue reading »
by Alison Weissbrot // March 27th, 2020 //
»
Magna: Marketers Are Getting Priced Out By Skyrocketing TV Ad Rates

TV viewership is now decreasing faster than linear TV inventory prices are increasing, according to Magna’s latest forecast. This shift is causing the TV networks’ revenues to slip. Global linear TV ad spend was down 4% year over year to $289 billion in 2019, according to Magna. This year for the first time, TV represented... Continue reading »
by Alison Weissbrot // December 9th, 2019 //
»
Magna: Digital Ad Spend Is Growing – Yet Slowing – In 2019 And Beyond

Global digital ad spend may be starting to slow, but it’s still growing like gangbusters compared with the rest of the market. IPG-owned Magna Global predicts in its latest spending forecast, released Monday, that digital ad sales will increase by 14% this year and represent more than half (51%) of total global ad sales ($304... Continue reading »
by Allison Schiff // June 17th, 2019 //
»
Magna Predicts US OTT Ad Revenues Will Double By 2020

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 »
by Alison Weissbrot // April 5th, 2019 //
»
GroupM Revises Ad Spend Forecast Down While Magna Anticipates Record Growth

GroupM and Magna both released global advertising spend forecasts Monday with very different findings. GroupM lowered its ad spend growth forecast for this year from 4.5% to 4.3%, reaching $543 billion. Magna, which measured 2018 in retrospect, said global ad spend grew by a record 7.2% this year to $552 billion. GroupM revised its 2019... Continue reading »
by Alison Weissbrot // December 3rd, 2018 //
»
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 and... Continue reading »
by Alison Weissbrot // September 20th, 2018 //
»
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 under... Continue reading »
by Alison Weissbrot // March 26th, 2018 //
»
Zenith and Magna: Programmatic Is A Boon To Digital Ad Spend As It Overtakes TV

Both Publicis Groupe’s Zenith and IPG’s Magna attribute growth in online advertising to programmatic targeting and data in their global ad spend forecasts released this week. That momentum will help digital ad spend overtake TV this year for the first time. Magna pegged overall ad spend at $187 billion this year, a 3.7% increase over... Continue reading »
by Alison Weissbrot // March 30th, 2017 //
»
Magna and GroupM: Digital Will Finally Overtake Linear TV In 2017

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, contributing $23 billion to the total $26 billion growth in ad spend this year. GroupM predicts that digital will... Continue reading »
by Alison Weissbrot // December 5th, 2016 //
»
Magna: Digital Ties TV In The Race For Ad Dollars, But Not Without A Fight

By 2017, digital advertising spend will catch up with linear TV at $68 billion, according to Magna’s latest update to its US ad revenue forecast. But linear TV isn’t going anywhere just yet. “This year what has surprised me is the resilience of national TV,” said Vincent Letang, EVP for global market intelligence at Magna.... Continue reading »
by Alison Weissbrot // October 12th, 2016 //
»

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