According to Juniper Research, Subscription Video on Demand (SVoD) services — from leading providers such as Netflix and Amazon — will drive a surge in OTT revenues to reach $120 billion in 2022, and that’s up from $64 billion in 2017. In this environment, the traditional expensive bundle of pay-TV services will surely continue their decline.
Influencer marketing is an increasingly popular component of social marketing, offering new sources of content and greater potential reach into desired audiences. “Choose influencers based on audience reach, brand relevance and their ability to resonate with followers for favorable outcomes,” says Jay Wilson, research director at Gartner.
Regardless of the consistently poor results, U.S. social network advertising spending will surpass $21 billion, accounting for 25.5% of all digital ad spending. By 2019, social ad spending will top $31 billion, making up 29.4% of digital ad spending.
The importance of programmatic advertising is ever increasing, expected to account for over 50% of display advertising by the end of 2017. The digital advertising ecosystem sees ad exchanges providing automated real-time bidding (RTB) services, connecting the demand (advertiser) side through demand side platforms(DSP) and the supply (inventory) side through supply side platforms (SSP).
Business-to-business (B2B) marketers know what a long haul it can be driving leads to conversions. Unlike the business-to-consumer (B2C) segment, the path to purchase for B2B products can be winding, often requiring the input of many players before a purchase is made.