B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • Anthony Albanese
  • WPP
  • AI
  • NRL
  • Thinkerbell
  • EssenceMediaCom
  • State of Origin
  • Spotlight on Sponsors
  • imaa
  • Channel 10
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Mary Meeker: Does Internet Advertising Still Deliver ROI?
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Mary Meeker: Does Internet Advertising Still Deliver ROI?
MediaTechnology

Mary Meeker: Does Internet Advertising Still Deliver ROI?

Staff Writers
Published on: 13th June 2019 at 11:23 AM
Staff Writers
Share
3 Min Read
SHARE

Although annual internet ad spend was up one per cent, revenue slowed nine per cent year on year.

That was one of the key findings from this year’s Internet Trends 2019 report by venture capitalist Mary Meeker.

Meeker has been publishing her analysis and predictions since she was at Morgan Stanley in 1995 and has been proven correct on a number of her insights over the years.

And while some of this year’s revelations were to be expected, such as Americans are now spending more time on their mobile devices than watching TV, others were more surprising.

Parts of the online world are slowing down.

After some decades, more than half of the global population is now on the Internet, but with smartphone shipments declining for the second year in a row, a slow down looms.

This has ramifications in regions like Africa and the Middle East where the use of the Internet is less common, as smartphones have often been used as ways to get people online.

Internet ad revenue for the top platforms also decelerated to 20 per cent growth in the first quarter of 2019, down from 37 per cent this time last year.

As to be expected, the majority of this revenue is going towards Facebook and Google, but competing platforms like Amazon, Twitter, Snap and Pinterest had strong growth.

There has been a 42 per cent rise in programmatic ad buying from 2012, which according to Meeker is now negatively impacting pricing.

Better targeting, new creative, machine learning, and high-relevance are all serving as ad share gain drivers.

Customer acquisition cost is continuing to rise, but this isn’t sustainable when the cost is greater than the lifetime value, says the report.

She uses the example of Spotify to demonstrate where this has been done well, where the combination of a free ad-supported product and premium users have led to a rising lifetime value to subscriber acquisition cost.

Effective marketing can be as simple as a free trial, with 42 per cent of people listing free trial/tier as their reason for trying a new platform, like Spotify.

Meeker lays out the following formula: Effective + Efficient Marketing = One’s Own Product +Happy Customers + Recommendations.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising, internet, online, Smartphones
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

YouTube Launches OpenCall Creator Casting Call Service As Creators Are “Swarming” Cannes
17/06/2025
B&T’s Cannes Diary: Saturday & Sunday
17/06/2025
Les Timar Exits Clemenger Group After 27 Years
17/06/2025
TV Ratings (16/06/2025): Food-Themed Superhero’s Take Top Spot In Entertainment Programs
17/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?