Digital Marketing & Advertising

Global Advertisement Industry & its market

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TWEETS MENTIONS FOLLOWERS

PERETJATKO MAËLIS
QIRJAKO FRENKI
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 Digital Marketing & Advertising

Your digital marketing strategy is the series

of actions that help you achieve your
company goals through carefully selected
online marketing channels.

These channels include paid, earned, and

owned media, and can all support a common
campaign around a particular line of
business.
 KEY TRENDS
$$$$ TRADITIONAL AD DECLINE
Global ad spending has exceeded €500 billion for There is a continued decline in traditional mass
the first time in 2018. media Ad spending: TV, radio and written press

AI&AR
More personalized, engaging
and efficient advertising will
be offered throughout
AL&AR

MOBILE
Digital advertising has been
boosted by rising mobile
internet and connectivity,
which will be the main global
market growth.

TECH GIANTS ARE FADING COMPETITION

Google&Facebook will be loosing market share An increase in competition
in the coming years has been significant
 Online advertising

Expectations by 2022 Other advertising

19%
32%
46%
54%

68%
81%

Digital advertising will account for over half of global ad spending by 2022

2010 2017 2022

 Global advertising in 2018
MAGAZINES
5 %

RADIO CINEMA
1 %
6 %
OUTDOOR
Increase of 6% since 2017 6 % TV
33 %
Average annual rate is: 15% NEWSPAPER
10 %
Mobile advertising in total ad
spending: 54%

DESKTOP
17 %
MOBILE
23 %
Digital strategies overview
Digital strategies cover a large number of
areas:

Digital
Activity cycle: media
Conception and creation
Digital Mobile
platforms advertis
Media planning and buying

Monitoring and analytics Digital

strategies

Data
Social
analytics

Web
 IV. Market Fundamentals:
Activities of leading advertising
• Leaders: agencies

• Primary activity: the conception, production and placement of advertising and

market campaigns

• Secondary activity: related to the communication business = public relations, direct

marketing and market research.

• Principals of Communications:

• Direct marketing: email, interactive websites, flyers, promotional letters

• Market research: customer database, collection of consumers information

• Public relation: a strategic communication process that builds mutually beneficial

relationships between organizations and their publics
Who are the agencies’ customers?

Large businesses

Public entities and governments

Non-governmental organizations

Individuals
 Who are the competitors?
Various degrees of competition:

• More specialised agencies

• Marketing service providers

In the online advertising market :

• Leading advertising agencies: WPP, Publicis, Omnicom

• Digital Giants: Google, Yahoo, Facebook

• Traditional mass-media segments: printed press…

V. Market ENVIRONMENT
CONCLUSION

Increasing Presence
01 DIGITAL MARKETING’ PRESENCE IS INCREASING CONTINUOUSLY
AND WILL SURPASS THE TRADITIONAL MEDIA ADVERTISEMENT.

Adaptation
02 IN THIS DIGITAL CONTEXT, BUSINESS MUST QUICKLY
LEARN TO ADAPT TO NEW TECHNOLOGIES AND
INNOVATION, BY ALSO TRAINING THEIR STAFF TO
LEARN AND USE IT.

TRENDS
03 THIS TRENDY STRATEGIES WILL BE ENFORCED BY THE
CONTINUOUS DEVELOPMENT OF HIGH-TECH
 !!!!!!
THANK U :)