MarketLine Blog

Posts about Advertising

The Independent: Independent No More

MarketLine

On March 25, 2010 the failing Independent newspaper was bought for £1 ($1.30) by the Russian Lebedev family. Since then, father-and-son team Alexander and Evgeny have invested over $140m and the newspaper – now an online-only publication – has been revitalized while maintaining its traditional pro-free speech, left-wing approach to reporting. The recent politicization of young people in the UK – driven by their defeat in the EU membership referendum when young people voted overwhelmingly in favor of remaining a member – is one of the driving forces behind the… Read more

Social Media: Disruptors likely unless culture changes in Silicon Valley

MarketLine

The deletion and subsequent reinstatement of the Google account belonging to prominent scholar Jordan Peterson has set a dangerous precedent regarding the treatment of individuals promoting viewpoints which are at odds with those held by leading social media and technology companies. Mostly thanks to a campaign to reverse the decision, Jordan Peterson is now back online, but with a near absence of information coming from Google, many in online communities now fear censorship from the largest internet giant of them all. Engaging in ever closer oversight of dissident voices increases… Read more

Behind the Digital Iron Curtain: Rise of Chinese Silicon Valley

MarketLine

After a long period of rapid, double digit growth, the Chinese economy entered a more sustainable phase of development, based on innovation and consumption. Given the large population of 1.3 billion in China, the explosive growth of smartphone users, e-commerce, and online content consumption and creation led to a digital revolution in almost all industries and business sectors. While the Chinese Communist Party is trying to match its social control in the real world with the virtual world, which becomes more and more restrictive, the country’s internet is thriving and… Read more

Digital advertising will spur strong industry growth through to 2021, says MarketLine

MarketLine

The global advertising industry registered healthy growth in 2016, contributing to a compound annual growth rate (CAGR) of 3% for the 2012 – 2016 period, according to research firm MarketLine. The company’s latest report states that the US continued to be the largest region in terms of value, accounting for 41.3% of the global market. Despite being home to some of the largest economies in the world, Europe only achieved 22.1%, less than Asia-Pacific, which accounted for 26.8%. Nicholas Wyatt, Project Leader for MarketLine, explains: “The global advertising sector has… Read more

Once Upon A Time At Christmas… The John Lewis Formula

MarketLine

Advertising has been an increasingly important aspect in modern day business with companies spending millions on advertising campaigns. Every now and then, an advertising campaign can capture the imagination of the people watching which helps to increase the profile of a brand substantially. In the UK, one such example is that of the John Lewis Christmas advertisement. From 2007 onwards, John Lewis has evolved its Christmas adverts into something of a Christmas tradition. Every year, people anticipate the release of the new advert speculating on what it may contain with… Read more

Corporate Sponsorship: Companies hypersensitive to damaging controversies

MarketLine

When a company is giving serious thought to sponsoring an event or club, or signing an individual to a costly endorsement contract, it takes several factors into consideration. The benefits that a company is seeking by entering into such arrangements are namely revenue growth, an improved corporate image, and increased brand equity as a result of greater consumer awareness. This is a double-edged sword however, as scandals involving sponsored celebrities or organizations can reflect badly. In many instances, there is no obvious link between the sponsor and the sponsored party…. Read more

BT Sport and UEFA: Poor European football viewing figures continue to cause concern

MarketLine

BT turned up the pressure on its rival Sky in November 2013 when it announced that it had acquired the rights to become the exclusive UK broadcaster of the UEFA Champions League from 2015. The Champions League is the pinnacle of European club football and the presence of clubs such as FC Barcelona, Bayern Munich, Manchester United, and Real Madrid ensures that there is great global interest. The competitions final is now the worlds most-watched sporting event, attracting a global TV audience of around 180 million in 2015. By way… Read more

Adidas and Manchester United: Top of the merchandise league

MarketLine

As explored in the MarketLine case study adidas AG: Bumpy road on Route 2015, adidas invested significant funds to become Manchester United’s official outfitter and merchandiser and so far, it looks a shrewd investment as sales of this season’s kits have broken all records. In July 2014, adidas announced that that it had signed a deal to become the official outfitter and merchandiser to English football club Manchester United, believed to be the best supported in the world. The deal, worth £750m ($1,235m) over 10 years, more than doubled the… Read more

Despite the doom mongers, the media industry finds itself in generally rude health

MarketLine

Across the 2009-2013 period, the global media industry has continued to find room to grow despite the ever looming spectre of the financial crisis. The advertising sector has been particularly susceptible to austerity as companies have continued to cast a critical eye across their costs, looking to wield the dreaded “cutback” scissors, asking themselves “do we really need to spend X amount on advertising when we can do a lot of it in-house?” Cue that competitive threat to seemingly every industry on the planet, Google and its AdWords service, not… Read more

Global Music & Video – Industry Analysis

MarketLine

Introduction On-going financial difficulties being experienced in many nations around the world, and the rise in illegal downloads have contributed to the continuing poor performance of the global music and video market. Industry figures The global music & video market shrank by -0.5% in 2011, to reach a value of $56.6bn, representing a compound annual rate of change (CARC) of -2.5% for the period spanning 2009-2013. Decline was primarily driven by the largest markets: the US and Europe, which both posted the biggest declines. The US, representing $27bn of global… Read more

Super Bowl XLVIII: $4m per 30 second ad? Not quite.

MarketLine

Last night, New York played host to the Greatest Show on Earth as the Seattle Seahawks took on the Denver Broncos in Super Bowl XLVIII. Record numbers were expected to tune in as the NFL’s leading offense faced off against its most miserly defense, the much-vaunted ‘Legion of Boom.’ This was music to the ears of host broadcaster Fox, who looked to cash in on companies’ desire to reach as many eyeballs as possible, setting the price for a 30 second ad at around $4m. But is the situation that… Read more

Advertising industry due for major upheaval?

MarketLine

WPP, one of the world’s biggest advertising, media and communications groups has reportedly been interested in acquiring another major player in the advertising business, Interpublic Group. This deal, though denied by WPP Chief Executive Officer, Martin Sorrell, would have seen WPP become the world’s largest advertising company. WPP has recently been adding to its portfolio, with wholly-owned operating company Young & Rubicam (Y&R) announcing on 20th November 2013 that it had acquired a majority stake in Plasenta Conversation Agency, a Turkish social media company that employs over 60 people, whose… Read more

Is online social gaming a viable CPG marketing opportunity?

MarketLine

Online social gaming has been one of the key growth stories of 2010, with millions of people worldwide driving multimillion dollar valuations for games such as Farmville and Angry Birds. Consumer packaged goods (CPG) companies are becoming increasingly skilled at using online social media to promote their products, but most have not yet fully exploited the potential in online social gaming. There are opportunities both in sponsorship of existing mass-market social games, and in creating brand-focused games to develop social media strategies and drive consumer engagement. CPG companies have so… Read more

Was Tumblr worth $1.1bn for Yahoo!?

MarketLine

Yahoo!’s acquisition of blogging service Tumblr has been all over the news in the past few days, as the company looks to make its first big-ticket acquisition of 2013. Remarkably, the agreed price of the acquisition stands at $1.1bn, a substantial amount considering that Tumblr accrued just $13m in revenues last year. So, the question begs to be asked, why has Yahoo! paid such a premium in order to seize control of the fiver-year-old company? The answer lies with its online presence, specifically within the social media space. According to… Read more