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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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. […]
