Maybe you haven't heard of script bunnies, pixel stuffing, or domain spoofing, but they -- and dozens of other digital fraud -- are sapping big bucks from local publishers. How big is the problem? This 34-page, one-of-kind report buttons it down, gauging the impact of fraudulent digital advertising in each of more than 500 local U.S. markets.
Businesses have spent the past decade staking their digital claims and are now entering a new marketing phase: building the equivalent of SIMs villages. They're slowing down expenditures on things such as hosting, site design, and ad-management fees and have begun plowing billions into SEO, mobile media, and social media management. This 42-page report includes spending forecasts to 2020. It is the deepest dive you'll find anywhere on Digital Marketing Services (DMS) -- a category so big that it's spawned a cottage industry of 248,100 service businesses across the U.S.
How much are SMBs spending on digital marketing services? Why are so many media companies chasing this business? Is there any profit in it? Which categories are hot sellers? This report answers those questions and more
When it comes to automated buying and selling, the Internet reigns supreme. So it’s inevitable that advertising will also one day become automated. And while that day is not quite here, it’s coming rapidly. The programmatic-advertising iceberg showed its tip last year, as 4.7% of all locally placed digital advertising was done through these automated buying-and-selling networks. Although Publishers are skeptical it won’t halt the growth of programmatic advertising. This year the share will grow to 10%, which means that $5 billion of digital ad-buying at the local level will be handled by computerized bidding. This report details programmatic advertising and the flow of advertising dollars at the local level.
If local advertising were a train, digital would be its locomotive, first-class passenger car and dining car. It continues to be responsible for nearly all growth in local advertising, barreling along at an accelerated rate of 40% last year and forecast rate of 42% this year. In this report, we’re examining digital advertising. We separate that into four basic formats: display, streaming, email and paid search. Display is further broken out into targeted and static display/ROS, and streaming is bro ken out between video and audio-only commercials.
Companies at the local level have begun spending vast amounts of money on the basic underlying services needed to support their digital marketing. Companies will spend over five times as much on digital marketing services than they will on digital advertising - costing them $501 billion this year.