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.
IDATE estimates the global content industries market reached 145.5 billion EUR in 2014. On a global scale, 41.2% of revenues came from dematerialized digital channels — nearly twice the results of 2011.
Programmatic, or automated, spending on display advertising is a $9 billion market that is expanding at almost 30 percent a year. Spending is expected to exceed $30 billion in 2019. Growth in programmatic revenue for all types of publishers is outpacing traditional advertising.
If it hasn’t happened yet, it will. In the coming months, the websites you visit — those you read, run or contribute to — are likely to generate more traffic from smartphones and tablets than desktop and laptop computers.
Where do consumers get their breaking news? According to an August 2014 study from the Newspaper Association of America conducted by comScore, 80% of U.S. adult internet users accessed digital news content. In terms of unique visitors, the digital newspaper audience came in at 164 million this past August — that’s an 18% year-over-year increase.
Media publishers may be relying on advertising — not subscriptions — for digital revenue growth, but there’s one group of readers who may help fuel their earnings: business executives. According to a study, 37% of business executives worldwide paid for digital news.
Finance industry executives were the most likely — 47% of respondents — to pay for digital news.
In the first quarter of 2014, Google earned 90% of its revenue from digital advertising. In 2013, overall digital display advertising accounted for $17.7 billion, up from $14.8 in 2012.
Google and other large companies are able to place display ads across a network of websites and can target more effectively.