The Advertising Revolution
Sponsored by: Market One Media Group
Many decades ago, the world was much simpler for advertisers.
Buying a ½ page newspaper ad or a 30-second television spot reached thousands of people, and consumers weren’t oversaturated with ads.
Today, we are bombarded with over 5,000 brand exposures each day. Of those, 362 are advertisements with only 12 of them “making an impression” on us.
Here’s a breakdown of average exposure per day:
- Average number of advertisement and brand exposures per day per person: 5,000+
- Average number of “ads only” exposures per day: 362
- Average number of “ads only” noted per day: 153
- Average number of “ads only” that we have some awareness of per day: 86
- Average number of “ads only” that made an impression (engagement): 12
With this oversaturation of the traditional ad market, the concept of “native ads” has emerged.
Native advertising is paid content that is created to fit the same format as a publisher’s organic content. In other words, it shows up to regular viewers as “sponsored” or “paid” posts in the same streams as regular content.
Native ad spending has exploded, and from 2013 to 2018, the industry is expected to quadruple in size.
There are compelling statistics for both the audience and advertisers on native ads:
- 70% of individuals want to learn about products or content through content rather than traditional advertising.
- 32% of consumers said, when given a choice, that they would rather share a native ad with friends and family vs 19% for banner ads.
- 57% of publishers have a dedicated editorial team to create content readers will care about, leaving publishers in full control, not brands, which ultimately benefits readers.
- People view native ads 53% more than banner ads.
- Native advertising generates up to an 82% increase in brand lift.
- Native ads that include rich media boost conversion rates by up to 60%.
- Purchase intent is 53% higher with native ads (vs. 34%)
- 49x higher clickthrough rate, 54% lower cost-per-click
Native ads are also being used by many of the “new media” and adtech companies that have had very successful fundraising rounds:
Latest raise: $250 million (2014)
Led by: A+E Networks
Valuation: $2.5 billion
Latest raise: $62.7 million (2015)
Valuation: $1.2 billion
Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $850 million
Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $1.5 billion
The Future of Native Advertising?
Right now 41% of brands use native advertising as part of their marketing mix, but the shift is only beginning. Here’s what experts think the future of native holds:
Tessa Gould, Director of Native Ads Products, The Huffington Post
“Next for native is being able to use other ad technologies to make native smarter. At the moment everyone is creating content and talking about social actions. But how do you go about retargeting the people who view the native ad elsewhere with banner ads and actually converting them into customers?”
Audra Martin, VP of Advertising, The Economist Group
“As publishers start to educate brands more and agencies more, the content will just get better. Then distribution, in terms of getting more sophisticated, not in terms of fooling readers but making it relevant to readers in the right place at the right time.”
Steve Edwards, Digital Sales Director, Hearst UK
“My main thing is about control. Native will continue to develop along the lines it has. Increasingly it’s about publishers taking control of the message and advertisers and brands coming along with us. Getting distribution right and getting measurement metrics right, how we actually measure success. How we can create work that is as good as the editorial that surrounds it. Take the logo off it, does it still work? That’s really interesting for us, and we’ve still got a way to get there.”
Sebastian Tomich, VP of Advertising, The New York Times
“Brands are jumping into native because they feel like they should be.”
Animation: How Tech is Eating the Brand World
Changing consumer expectations have created a harsh environment for traditional brands to operate in—will tech companies make them obsolete?
How Technology is Eating the Brand World
Building a brand with an imperishable competitive edge can be difficult.
Technology companies however, are redefining what that edge means. By hastily responding to emerging consumer needs and leveraging the power of brand, these companies can continuously create meaningful solutions for real problems with scale.
Today’s animated chart highlights the most valuable brands in 2019 versus 2001, according to the annual “Best Global Brands” ranking by Interbrand. It illustrates the degree to which technology companies have been able to scale into massive brands over a short time frame, supplanting some of the best known companies in the world.
What is Brand Value, and How is it Measured?
Interbrand has created and consistently used a robust formula to measure brand value. Brand value is the Net Present Value (NPV) or the present value of the earnings that a brand is forecasted to generate in the future.
The formula evaluates brands based on their financial forecast, brand role, and brand strength. The full methodology can be found here.
Tech Reigns Supreme
In 2001, the cumulative brand value was $988 billion. Today, that value stands at $2.1 trillion and represents an average CAGR of 4.4%. Over the years, global tech giants have swiftly climbed the ranks, and now represent a significant amount of the total brand value.
In fact, with a combined brand value of almost $700 billion, tech companies account for half of the top 10 most valuable brands in the world. Perhaps unsurprisingly, Apple holds the title for the world’s most valuable brand in 2019—for the seventh year running.
Only 31 brands from the 2001 ranking remain on the Best Global Brands list today, including Disney, Nike, and Gucci. Coca-Cola and Microsoft are the few who have remained in the top 10.
Below is the full list of the world’s most valuable brands:
|Rank||Brand||Brand Value ($B)||1-Yr Value Change||Industry|
|#71||Hewlett Packard Enterprise||$8B||-3%||Technology|
|#86||Johnson & Johnson||$6B||-8%||Retail|
|#94||Tiffany & Co||$5B||-5%||Fashion|
Since 2001—the first year the report featured 100 brands—several tech companies have joined and climbed their way to the top of the list, while 137 notable brands dropped off entirely, including Nokia and MTV.
In an interesting turn of events, Facebook dropped out of the top 10, and into 14th place after a volatile year. The move however, is not surprising. The tech giant has been mired in controversies, ranging from data privacy issues to prioritizing political influence.
Which Brands Are Growing the Fastest?
2019’s fastest growing brands also signals tech domination, with Mastercard, Salesforce and Amazon leading the charge.
The companies in this ranking experienced a significant increase in their brand value year-over-year (YoY).
|Rank||Brand||Brand Value ($B)||YoY Growth|
According to Interbrand, the success of these brands may be attributed to their ability to anticipate rapidly changing customer expectations.
While the relationship between business performance and brand equity has been a widely debated topic for decades, it is clear that customer satisfaction bolsters brand equity, and encourages impressive financial results.
Disrupt, or Be Disrupted
Beyond anticipating changing needs, some of the most successful brands also cater to a younger customer base. This is the most evident in luxury and retail—the two fastest growing sectors for the second consecutive year.
This audience is tech-first in their buying habits and increasingly demand more elevated and shareable experiences. As a result, traditional brands across all sectors are innovating to keep up with this audience, and some are essentially becoming tech companies in the process.
For example, Gucci attributes their success to finding the perfect blend between creativity and technology. The company that once relied on its heritage, now focuses heavily on ecommerce and social media to engage with their Gen Z customers.
Similarly, Walmart recently announced that they are employing virtual reality headsets and machine-learning-powered robots in an attempt to compete with Amazon.
Will traditional companies ultimately become tech companies, or simply get eaten alive?
Who Owns Your Favorite News Media Outlet?
A revealing look at consolidation and ownership of news media outlets in the United States. See who owns news media, and where ‘news deserts’ exist.
Who Owns Your Favorite News Media Outlet?
It’s no secret that news media is a tough industry.
For various reasons — from tech disruption to changing media consumption habits — the U.S. has seen a net loss of 1,800 local newspapers over the past 15 years. As regional newspapers are bundled together, and venture-backed digital media brands expand their portfolios, the end result is a trend towards increased consolidation.
Today’s graphic, created by TitleMax, is a broad look at who owns U.S. news media outlets.
Escaping the News Desert
As outlets battle the duopoly of Google and Facebook for advertising revenue, the local news game has become increasingly difficult.
As a result, news deserts have been springing up all over America:
What happens when times get tough?
One option is to simply go out of business, while another traditional solution is to combine forces through consolidation. While not ideal, the latter option at least provides a potential route to revenue and cost synergies that make it easier to compete in a challenging environment.
Nation of Consolidation
Though the numbers have decreased in recent years, regional news media still reaches millions of people each day.
Below is a look at the top 20 owners of America’s newspapers:
|Parent Companies||Total Papers||Example brands|
|New Media Investment Group||451||Patriot Ledger, The Columbus Dispatch, The Providence Journal|
|Gannett||216||USA Today, Detroit Free Press, Arizona Republic|
|Digital First Media||158||Oakland Tribune, San Jose Mercury News, Denver Post|
|Adams Publishing Group||144||The Charlotte Sun, Wyoming Tribune-Eagle|
|CNHI||114||Niagara Gazette, The Huntsville Item, The Lebanon Reporter|
|Lee Enterprises||100||Arizona Daily Sun, St. Louis Post Dispatch|
|Ogden Newspapers||81||The Maui News, The Toledo Chronicle, Salem News|
|Tribune Publishing||77||Chicago Tribune, Los Angeles Times, The Baltimore Sun|
|Berkshire Hathaway Media||75||Buffalo News, Winston-Salem Journal, Omaha World-Herald|
|Shaw Media||71||Suburban Life Magazine, Putnam County Record|
|Boone Newspapers||66||The Austin Daily Herald, The Charlotte Gazette|
|Hearst Corp.||66||San Francisco Chronicle, Seattlepi.com, Houston Chronicle|
|Paxton Media Group||58||Daily Corinthian, Connersville News-Examiner|
|Landmark Media Enterprises||55||Citrus County Chronicle, The News-Enterprise|
|Community Media Group||51||Lafayette Leader, The Wellsboro Gazette|
|AIM Media||50||Odessa American, El Nuevo Heraldo|
|McClatchy||49||Idaho Statesman, Miami Herald, The Sacramento Bee|
|Advance Publications||46||The New Yorker, Vanity Fair, Wired, The Oregonian, NJ.com|
|Rust Communications||44||Cherokee Chronicle Times, Southeast Missourian|
|News Media Corp.||43||Cheyenne Minuteman, Brookings Register, Newport News Times|
Turnover in this segment of the market has been brisk. In fact, more than half of existing newspapers have changed ownership in the past 15 years, some multiple times. For example, the LA Times is now in the hands of its third owner since 2000, after being purchased by billionaire biotech investor Patrick Soon-Shiong.
The industry may be facing another dramatic drop off in ownership diversity as the two largest players, New Media Investment Group and Gannett, are on the path to merging. If shareholders give the thumbs-up during the vote this November, Gannett will have amassed the largest online audience of any American news provider.
The Flying Vs: Vox and Vice
It isn’t just regional papers being swept up in the latest round of mergers and acquisitions — new media is getting into the mix as well.
Vox Media recently inked a deal to acquire New York Media, the firm behind New York Magazine, Vulture, and The Cut.
I think you’re going to see that trend [of consolidation] across the industry. I just hope it’s done for the right reasons. You see too many of these things done for financial engineering.
– Jim Bankoff, CEO of Vox Media
Meanwhile, Vice recently acquired Refinery29 for $400 million, giving it access to a new audience skewed towards millennial women. This match-up seems awkward on the surface, but it allows advertisers to reach a broader cross-section of people within each ad ecosystem.
Both companies announced layoffs in the past year, and this restructuring may help both companies win as they consolidate resources.
The Bottom Line
While news media isn’t quite as consolidated as the broader media ecosystem, it’s certainly trending in that direction. Thousands of American communities that had local newspapers in 2004 now have no news coverage at all, while remaining papers are increasingly becoming units within an umbrella company, with no direct stake in community reporting.
That said, until the issue of monetization is definitively sorted out, consolidation may be the only way to keep the presses from stopping.
About the Graphic
This list of top 100 news sites was compiled using the following criteria:
– The top “digital-native” news outlets by monthly unique visitors (Pew Research and ComScore, excluding sports)
– The top newspapers by average Sunday circulation (Pew Research and Alliance for Audited Media)
– Alexa’s top sites under the category of news (U.S. only, excluding user-generated)
Note: The graphic has been updated to reflect changes in ownership for Refinery29, Gizmodo, and Jezebel.
Markets10 months ago
The Jeff Bezos Empire in One Giant Chart
Maps1 year ago
Mercator Misconceptions: Clever Map Shows the True Size of Countries
Advertising9 months ago
Meet Generation Z: The Newest Member to the Workforce
Misc12 months ago
24 Cognitive Biases That Are Warping Your Perception of Reality
Advertising8 months ago
How the Tech Giants Make Their Billions
Technology10 months ago
The 20 Internet Giants That Rule the Web
Chart of the Week10 months ago
Chart: The World’s Largest 10 Economies in 2030
Environment9 months ago
The World’s 25 Largest Lakes, Side by Side