Thought Leadership

US TV Industry at a Crossroads

by VINCENT LETANG.  Published by RTL ADCONNECT on July 12, 2018. 2017 may go down as a tipping point: a year when several existing trends in media consumption and TV advertising market reach tipping point and suddenly accelerated.  The U.S. television industry is facing unprecedented challenges and uncertainty as the media ecosystem is going through …

Magna: Global Ad Spend Is Set For Monster Growth In 2018 (Google, Facebook: ‘We’ll Take That, Thanks’)

by ALLISON SCHIFF. Published by ADEXCHANGER on June 18, 2018. The global ad market is set to grow even faster than forecasted. Why? It’s the duopoly, folks. In a report released Monday, IPG-owned Magna Global significantly revised its global ad market growth projection from 5.2% to 6.4%, which translates to $551 billion in global ad spend. In …

Google, Facebook Propel Jump in Global Ad-Spending Forecast

by ALEXANDRA BRUNELL. Published by THE WALL STREET JOURNAL on June 18, 2018. The backlash against Google and Facebook FB -0.49% from some big marketers isn’t denting their ad business. Magna, a division of Interpublic Group of Companies, predicts global ad revenue will increase 6.4% to $551 billion this year, up from an earlier projection of 5.2% growth, including ad …

Thought Leadership

The Changing Role of Media Buying

by TURNER. Published by ADWEEK on May 16, 2018. For media agencies, buying TV ads by demographics during an upfront and stewarding that investment over the course of the year is fast becoming an anachronism. Today’s buys are taking place 24/7/365, and data-driven audience targeting is taking the place of age/sex demos. “One of my …