Outside of very specific cases, it’s tough for B2B advertisers to justify major investments in traditional TV or trade publications. The fleeting foothold of these media platforms is diminishing and there are no signs of that changing in the coming years.
The amount of money committed to digital video ads during the U.S. TV Upfronts and Digital NewFronts season will reach $3.64 billion in 2018, according to new estimates from eMarketer.
According to Nielsen data, the share of time spent with ad-supported content on platforms (such as TV, radio, smartphones, video games and tablets) for adults in 2017 was 86% — a number that’s remained relatively flat over the past decade.
In 2017, global dealmaking in the TMT sector saw 3,389 deals worth a combined $498.2 billion. Although total deal value fell 26.3 percent compared to the $ 676.3 billion tallied in 2016, a new Mergermarket record by deal count was set, increasing by 233 transactions over 2016 (3,156 deals) to reach an all-time high.
“Stop investing in the poison that kills you.” This phrase prompted a change of direction that turned Grupo RBS — a Brazilian conglomerate with $1 billion in annual revenues — into a role model for South American media companies.
Karen Bradley, the UK culture secretary, has said the government is considering changing the legal status of Google, Facebook and other internet companies amid growing concerns about copyright infringement and the spread of extremist material online.
Source: The Guardian
From the perspective of overall market growth, the pay TV sector hardly seems like the most attractive investment, with many researchers foreseeing slim growth in users or revenues this decade.