This year will be the first in history online media consumption will overtake time spent with linear TV globally.
The findings come out of GroupM’s hot off the press ‘State of Digital’ Report, released yesterday.
According to the report, online media will have a 38 per cent share, while TV will have a 37 per cent share.
The emergence of online as the most consumed media globally has also influenced ad spending worldwide, with more brands than ever investing in digital.
Thirty-five countries supplied data to GroupM for the report, whose e-commerce transactions had amounted to $2.105 trillion in 2017, an increase of 17 per cent compared to the previous year.
Needless to say, the impact of increased online media consumption is being felt worldwide.
Looking at the results, GroupM has predicted a 15 per cent growth in 23018 to $2.442 trillion.
The move into online has also seen a rise in programmatic ad buying, with 44 per cent of online display investments transacted programmatically in 2017, compared to 2016’s 31 per cent.
The report seeks to break down every area of online ad spending and reveal its worth to the industry.
Speaking on the findings, GroupM global CEO Kelly Clark called, “automation and talent are the big themes in advertising’s current revolution”.
Adding, “We have to use automation to liberate brain-power, so talented people can look across the entire media ecosystem to help clients optimise short-term results and create long-term brand value.”
One of the more controversial topics touched on in the report, GroupM shone a light on the digital duopoly.
Speaking on the issues, the report said, “concerns over the quality of programmatic inventory in the Google Display Network persist, but remedies are being pursued”.
Looking at blockchain technology, GroupM futures director Adam Smith said, “blockchain’s main attraction is its distributed ledger which tells everyone everything and thus presents the opportunity to reduce inefficiency or cheating”.
However the largest issue is due to the huge amount of tech needed to keep it running, it’s “too slow for a real real-time”.
In terms of artificial intelligence (AI), GroupM touts the tech as being crucial to brands understanding placement and engagement, and in future, helping fight fraud in adland.
Touching on data, the GroupM said there is “ample room for improvement”, as “clients are often risk-averse to harvesting, storing and distributing data”.
In terms of metrics and viewability, GroupM made an effort to point out that effective advertising must “be in view and/or hearing” and touted the importance in “setting industry and commercial viewability practices”.
M&C Saatchi Sydney has promoted David Govier and Rosita Rawnsley-Mason as joint Creative Directors. Together, the pair will lead the coveted and award-winning Tourism Australia business. The dual promotions signal the agency’s ongoing commitment to hiring and nurturing world-class talent to support it’s bench of iconic clients. “Dave and Rosita are absolute quality. They are […]
A senior media commentator in the United States has been stood down, after masturbating on a Zoom call with colleagues. Jeffrey Toobin, who works as a legal commentator for both the New Yorker and CNN, made the transgression during a virtual election simulation with New Yorker staff. Toobin has since apologised for the incident, claiming he did not […]
Cellarbrations, part of Australian Liquor Marketers (ALM), has unveiled a new brand campaign via independent creative agency Channel T. The campaign features Paul the Cellarbrations owner and a couple Tom and Cass, who’ve recently moved into the area. Each episode in the series brings to life the evolving relationship Paul has with his customers, as […]
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
Seven must be loving the press SAS Australia is getting at the moment, but not that it’s necessarily translated to viewers for the oddball reality show. Last night’s second SAS outing posted 795,000 eyeballs according to OzTAM metro numbers, making it slightly down on Monday’s debut that had 834,000. In better news for Seven, SAS […]
US retailer Walmart surprised many when it launched Walmart Plus last month, a premium subscription service that gives members access to unlimited delivery and special deals. The move puts Walmart directly against Amazon, which has enjoyed enormous success through its Amazon Prime initiative in recent years. And while the US retail subscription market might be […]
Nick Emery’s misdemeanour that led to his abrupt sacking can finally be revealed. The London-based Mindshare global CEO was given his marching orders last Thursday after an incident that WPP described as “inappropriate and offensive” and “a clear breach of the company’s code of conduct”. And it appears the UK’s venerable The Sun newspaper has […]
HT&E today announces Angela Ewers has been appointed to the newly created position of Chief People Officer. Ewers will commence her new role in November, based in Sydney, where she will lead both HT&E and ARN’s People & Culture function to support growth and ensure ARN is not just Australia’s number one radio and digital audio business, but also […]
New research has revealed a major cut-back in Christmas spending, with Australians planning to spend less on gifts, food, and social events this season. The research out of market research firm Toluna also reveals 23 per cent of Australians are worried about being able to afford the Christmas season altogether. Australians are feeling the pinch, […]
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Nine director of news and current affairs Darren Wick has been charged with drink-driving after he was caught driving over four times the legal alcohol limit following a work function Friday evening. As first reported on the SMH, Wick’s blood alcohol reading was more than .2. The legal limit is 0.05. Following the incident, Wick sent […]
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]
The role a marketer plays in the success or failure of a brand has never been disputed. However, modern marketers are now taking on their biggest role yet – tasked with not only driving exceptional customer experiences but also business growth. In fact, a new report surveying more than 1,000 marketers across APAC from Salesforce […]
DrinkWise and Communications Agency 89 Degrees East has launched a new campaign called You Got This – an initiative designed to support Year 12s as they head into their final exams. The campaign involves well-known Australians offering short video messages of support for Year 12 students, including superstar Cate Blanchett, Australian Test Cricket Captain Tim […]
Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program. The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led […]
To mark a twenty-one year milestone the iconic Victorian ice cream brand, Timboon Fine Ice Cream, has revealed a modernised new look for their take home tubs. Tim Marwood, third generation farmer and founder of Timboon Fine Ice Cream, explains why the anniversary provoked the upgrade. “There’s not too many small family rural based ice […]
Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays. Of these, Western Australians are the most confident, with 73 per cent of those who […]
Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]