Global Digital Media - Advertising and Marketing in the Digital Age
Spending on advertising using digital media channels is continuing to grow in market share despite economic conditions slowing down the growth of overall advertising spending. In 2014 the advertising sector is focused on the future opportunities offered by multi-screen developments. In other words, a cross-marketing approach involving multiple devices including TV, touchscreen tablets, computers, laptops, mobile phones etc. In addition, advertisers and content developers/providers are eyeing off the potential opportunities offered by the Over-The-Top (OTT) content distributed by Smart TVs. Digital marketing as a whole remains a growth area, as marketers shift towards these types of advertising methods at the expense of traditional formats.
This report provides an overview and analysis of Digital Media marketing with a focus on the following digital advertising platforms Internet (including social media), TV (including Smart TV) and Mobile. The report is designed to provide current observations which may assist investors, analysts and industry participants in making investment and business decisions.
The Internet Media giants are waging a battle over online advertising spend with the established leaders Google and Yahoo beginning to feel the competitive pressure from other prominent sites like Facebook. Internet advertising will capture around 20% market share in 2014; Microsoft is revitalising its online advertising offerings via partnerships; Yahoo is also attempting a turn-around; Mobile advertising is a key growth area of the future; Online video advertising is facing a rising threat from ad-blocking technology,
Companies mentioned in this report:
Google; Hulu; Yahoo; Microsoft; Facebook; Amazon. Examples of top companies spending on mobile advertising.