magnaglobal_2015_media_economy_report
TRANSCRIPT
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MEDIAECONOMYREPORT
LOOKING AHEAD: THE NEXT FIVE YEARS
February 2015
MAGNA GLOBAL
Vol. 06
© 2015 MAGNA GLOBAL USA, Inc. All Rights ReservedAll property, including trademarks, are the property of their respective owners and have, as applicable, been licensed for use.
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Page 06SUPPLYConsumers' media time will continue to shift to digital as traditional content brands strive to find their place in the changing landscape
Page 18DEMANDAd budgets shifting toward digital in both developed and emerging markets are ushering in a new era of slow and steady growth
Page 28NEW VALUE DRIVERSThe future we predicted a few years ago is here
Page 38CONCLUSION Insights for a competitive advantage
… especially when it’s about the future. But that’s what
we have been doing for 65 years.
Our own Bob Coen published the first-ever advertising
spending forecasts, based on the US economic climate,
in 1950 at McCann. To cope with the challenge of acce-
lerating change and increasing value chain complexity,
the MAGNA GLOBAL intelligence practice has assembled
a unique team of experts looking at the supply side of
the media industry (media consumption, audiences,
programming), at the demand side (advertising spending,
media costs) and – with our sister agencies Cadreon and
IPG Media Lab – at the impact of new technologies and
trading mechanisms such as programmatic. All those fac-
tors that are shaping the future of the media ecosystem
are analyzed in this new Media Economy Report.
In the long term, advertising dollars follow eyeballs. But
it usually takes years for measurement systems and
business models to adjust and reassign ad budgets in an
optimal way. And because not all impressions are equally
valuable, one should not expect the advertising mix to
ever reflect the consumer time mix. When we last upda-
ted our global advertising forecasts in December 2014,
one prediction captured the imagination of the press and
the industry: the fact that by 2017, digital media adverti-
sing is forecast to catch-up with television and become
the number one media category in the US in dollar terms
(page 22). Globally, digital media advertising will reach
$163 billion in 2015, i.e. a market share of 30 percent,
FORECASTINGIS HARD...
TABLEOF CONTENTS
forecast to reach 38 percent by 2019. Meanwhile,
“digital” is fragmenting and structuring into competing
segments showing distinct dynamics. MAGNA GLOBAL is
therefore breaking down usage and advertising revenue
predictions by format (search, display, video, social), by
platform (mobile vs. non-mobile devices) and by buying
model (programmatic vs. traditional). This allows us to
provide unique insights on the rise of video and social
formats at the expense of display (page 23), the shift
towards mobile devices (page 13) and the growth of pro-
grammatic media buying methods (page 23).
The advent of hyper-choice (anytime, anywhere) is
boosting content discovery and media consumption but
challenging monetization models and audience measure-
ment standards, while creating new value opportunities
for our clients and media partners. The holistic, media-
agnostic research conducted by our company helps us
and our clients to better anticipate and innovate in the
media space.
Forecasting is hard, but we enjoy it and I hope you’ll enjoy
this new Media Economy Report!
Best,
Vincent Letang
EVP, Director of Global Forecasting
MAGNA GLOBAL
36 %
Dem
and
Supp
ly
34 %
19 % 23 %
Consumers have maxed out their time spent with me-
dia—from here on out it’s a battle for share of that time.
Live TV
Mobile (incl. tablets)
Radio
PC Internet
Digital Audio
On Demand TV (incl. DVR, headend VOD and OTT Devices)
Reading Books (incl. eBooks)
Magazines
Newspapers
Console Games
DVD/Video
201490.8
32.4 h
17.4 h
13.0 h
8.0 h
5.0 h
4.7 h
3.3 h
2.4 h
2.1 h
1.4 h
1.1 h
31.0 h
20.9 h
11.9 h
6.1 h
3.9 h
7.0 h
3.1 h
2.0 h
1.6 h
2.6 h
0.7 h
201990.8
Hours per Week, US Adults
Source: Nielsen, ComScore, Media in Mind, MAGNA GLOBAL estimates
MEDIA CONSUMPTION HAS REACHED CRITICAL MASS 2 %2 %
2 %
1 %1 %
2 %
3 %
2 %
3 %
1 %
4 %
2 %
1 %
1 %
13 %
7 %
4 %
2 %
2 %
8 %
3 %
14 %
9 %
6%
5 %
4 %
3 %
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In the age of constant connectivity, traditional forms of media like newspapers,
radio, and television have had to evolve in order to keep up with the mobile,
information-saturated consumer. There have been growing pains for some as they
adapt to audience shifts and find their place in the undeniably digital future.
1. Print circulation continues to decline as magazines and newspapers look to
define their brands digitally and become more diversified content creators.
2. While broadcast radio remains relatively strong, there is a clear movement of
audience toward the more “one-stop-shop” audio experience that apps can
provide.
3. Even out-of-home media is shifting toward digital as more billboards turn into
screens and place-based video outlets continue to ramp up in well-traveled
areas.
4. While desktops aren’t going away entirely, their role will be more utilitarian
as mobile devices become the center of the consumers’ entertainment
experience.
5. Time spent with linear television has peaked, and live viewing will continue to
drop in favor of digital on demand platforms.
SUPPLYPRINT AUDIENCES (AND BRANDS) ARE EVOLVING
FEWER NEWSPAPER CLOSINGS, BUT PRINT CIRCULATION STILL DECLINING
Print circulation for both magazines and newspa-
pers has been declining, and both have turned to
digital to evolve their offerings.
Digital replicas of magazine issues still make up
a small percentage of overall circulation, but are
Long Term Newspaper Circulation Trend
1,000
1,200
1,400
1,600
1,800
Source: Alliance for Audited Media ;
294 magazine titles with data in each year
Source: Alliance for Audited Media,
MAGNA GLOBAL Estimates
800
1940 19601950 1970 1980 1990 2000 2014
growing exponentially and will likely surpass single
copy print sales in the next five years.
Newspapers, meanwhile, are still working out the
right formula for digital paywalls and how to pool
their resources to attract more digital advertisers.
50,000
40,000
30,000
60,000
Circulation
Number of Daily Newspapers
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Total Average Paid Subs
10
0THS
20
30
200THS
210
220
230
Total Average Single Copy Sales Digital Replicas
MAGAZINE MEDIA 360 AUDIENCE MIX
MORE CONSUMERS ACCESSING NEWSPAPER CONTENT ON MOBILE
Print declines aside, overall magazine
brand audience will remain stable
2019
1.592 B+4.3%
AVERAGE MONTHLY AUDIENCE
HOURS PER WEEK, ADULTS 18+
Print and Digital Editions
Web (Desktop/Laptop)
Mobile
Video
2013 1.381 B
2014
1.526 B +9.8%
17 %
1 %
9 %
74 %
2 %
15 %
67 %
16 %8 %
58 %
22 %
12 %
August – October
PC Time Spent (Minutes)
In 2014, in order to account for the evolution of magazine
brands, the Magazine Publisher's Association unveiled
Magazine Media 360 measurement. While it seeks to
account for a brand’s total audience, there is still work
to be done to get the buying of said audiences aligned.
Mobile devices will soon become consumers’ pre-
ferred method of accessing newspaper content
online, although interactions tend to be shorter.
Sou
rces
: Gfk
, Nie
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, Com
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ates
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2019
2015
2018
2014
2017
Other
Podcasts
Sirius XM
IT’S NO LONGER RADIO, IT’S AUDIOWhile traditional AM/FM radio still accounts for the
largest chunk of listeners’ time, an explosion of digital
listening options has evolved how consumers interact
with audio content. Streaming audio (which includes
digital simulcasts of terrestrial stations) will continue
to take an increasing share of audio time, and services
Sources: Gfk, Nielsen, ComScore, MAGNA GLOBAL Estimates2012 2013 2014 2019
10
20
30
40
50
like Pandora and Spotify will eat away at con-
sumers’ interest in owned music. Satellite radio
player Sirius XM also continues to grow slowly, but
at the expense of AM/FM.
Owned Music
Streaming Audio
AM/FM Radio
11.3
9.9
10.8
9.7
10.3
9.5
2.5
3.9
2.9
4.5
3.4
5.3
4.4
3.5
4.2
3.2
3.9
3.0
1.7
2.1
1.8
2.2
1.9
2.4
0.4
0.5
0.5
0.5
0.5
0.4
0.2
0.1
0.1
0.2
0.1
0.2
Mobile Unique Visitors
120
100
80
60
PC Unique Visitors
MobileTime Spent (Minutes)
EVEN OUT OF HOME IS GOING DIGITAL
DIGITAL PLACE-BASED NETWORKS BRING VIDEO EVERYWHERE YOU GO
508,190
1,200,000
49,684
Street Furniture
49,082
Sources: Outdoor Advertising Association of America, Arbitron
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The Outdoor Advertising Association of America shows
that out-of-home advertising options continue to
grow, but nowhere is the growth more apparent than
in the digital space. The number of digital billboards
increased by 18 percent from 2013 to 2014, and some of
that growth came at the expense of traditional place-
There are an estimated 1.2 million digital place-based video screens in
the US, reaching a significant portion of the adult population. As adver-
tisers approach video more holistically and become more comfortable
with the space, it will gain more traction in the next several years.
108,317,544 Viewers (46% of U.S. adult population)
% of U.S. adult population
10% 20% 30%0%
30-Day-ReachPersons Estimate
30-Day-Reach-Across the 10 Examined Venues
Restaurants/Bars
Grocery Stores
Doctor's office/Hospitals
Retail stores
Gas stations
Shopping malls
Health clubs/Fitness centers
Airports
Office building lobbies
Office building elevators
57,789,000
39,286,000
38,654,000
92,982,000
30,678,000
90,252,000
15,503,000
13,620,000
13,351,000
5,134,000
ments. Digital screens increase advertisers’ options by
allowing for ad rotations to change by daypart, weather
conditions, or breaking news events. We expect for the
conversion to digital to continue over the next several
years, and for there to be more focus on making out-of-
home ads interact with mobile devices.
24%
17%
16%
14%
13%
13%
7%
6%
6%
2%
Billboards
traditional Billboards
Bulletins, Posters, Junior Posters, Walls/Spectaculars
traditional
Cinema, Arena & Stadiums, Shopping Malls, etc.
Buses, Airports, Subway & Rail, Mobile Billboards, Truckside, Taxis/Wrapped Vehicles
digital Billboards
digital Place-based
Bus Shelters
361,936 5,200
Transit
Alternative
2013
2014 +18%
4,4005,200
5%
10%
15%
20%
25%
0%
5%
10%
15%
20%
25%
0%
2013 2014 20192012
Corporate Presence
Services
Portals
Social Media
Entertainment
Other
News/Information
Search/Navigation
Games
Lifestyles
Directories/
Resources
Sports
Retail
SHARE OF MOBILE TIME
DESKTOPS: DOWN BUT NOT OUT
SMARTPHONES REACHING CRITICAL MASS, TABLET GROWTH SLOWING
SHARE OF PC WEB TIME
Mobile devices are increasingly becoming
the center of consumers’ media universe,
particularly when it comes to entertainment.
Time spent on social media, games, video,
and audio will continue to increase over the
next several years, but shopping will be one
of the biggest areas of growth between now
and 2019.
At the same time, desktops and laptops will
be increasingly relegated to work, though re-
tail will remain a relatively steady category,
especially around the holidays.
Though tablets have seriously stunted growth
for desktops and laptops, we expect them to
still grow modestly over the next few years.
Tablets
eReaders
Smartphones
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4Q121Q13
2Q133Q13
4Q131Q14
2Q143Q14
4Q14
1Q15E
2Q15E
3Q15E
4Q15E
2016E
2017E
2018E0
100
200
300
Sources: ComScore, MAGNA GLOBAL estimates
4Q121Q13
2Q133Q13
4Q131Q14
2Q143Q14
4Q14
1Q15E
2Q15E
3Q15E
4Q15E
2016E
2017E
2018E
95.796.9
98.1 99.3100.5 101.3 102.0 102.8 103.5 103.7 103.9 104.1 104.3
105.6 106.1 106.6
70Millions
Millions
80
90
100
110
400
Sources: ComScore, MAGNA GLOBAL estimates
All
inte
rnet
use
rs
Mob
ile U
sers
18+
Smartphone penetration reached 80 percent of wireless subscrip-
tions in the US at the end of 2014, and will grow much more slowly
in the next few years, reaching 90 percent in 2018. Despite more
options and better prices, tablet growth has slowed as well due to
longer-than-expected life cycles and less device turnover. eReader
ownership remains steady despite competition from tablets –
Amazon reported four times as many e-reader devices sold on
Black Friday 2014 compared to the previous year.
The move to on demand viewing of all kinds will
be most apparent among young adults over the
next few years, but there will be a clear shift
among older audiences as well.
Adults 18-24
Adults 25-34
-19%
-14%
-9%
-6%
Adults 35-49
Adults 50-64
Hou
rs p
er w
eek
20142014
20142014
20192019
20192019
10
20
30
40
0
27
29
31
33
2594 96 98 00 02 04 06 08 10 12 14
Traditional TV viewing peaked in 2009, and while young adults
will watch more TV as they age, they will never watch as much
as earlier generations.
31.6h per week 4h30m per day
29.8
28.0
Adults 18-49, Hours Per Week
Persons 18-34 Persons 25-54
Source: Nielsen, 2005 forward includes time shifting
-6%
VIDEO: THE SHIFT TO ON DEMANDAccess to subscription video on demand
services is changing the way we watch on
our TV sets, and the use of other devices is
taking away from overall set time. Video use
on non-TV devices had made up for some
of the losses on the set, but among young
adults, other mobile activities are reducing
the amount of video time overall.
Source: Nielsen Custom Unified Study, Total Day
Acquired SVOD
Acquired SVOD
SVOD in Both Months
TUT = Total Usage of Television Screen
SVOD = Subscription Video on Demand (like Netflix)
TUT
AA%
SVOD in Both Months
Janurary 2014
September 2014
Mobile Streaming
PC Streaming
OTT Device
Video Game Console (video only)
DVR/VOD Playback*
Live TV
19.1
22.3
18.6
% of population
21.1
15.4
18.0
15.3
17.6
-20% -18% -19% -16%
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CLIENT PERSPECTIVE
& AQ
Eric Fischer, Director of Global Brand Media, GoDaddy
ganization, we continue to make great strides in
conveying the value proposition of our products,
services, and customer care within our marke-
ting messages.
Looking back at 2014, what media developments stand out to you the most?
I don’t know if there’s one particular thing that
stands out, but rather a confluence of many
great things that continue to move our business
in ways we couldn’t have imagined 10, or even
five years ago. If there is one connective tissue
tying all of these together, it would be the con-
tinued emergence of science in marketing. As
an organization that’s always trying to challenge
convention, we are constantly looking at availa-
ble tools and platforms and seeking deeper
understanding of how our audience interacts
with our brand and moves through a purchase
consideration path. Merging traditional media-
based data with automation tools to help us
ingest first, second, and third party data is a
crucial development that is now playing a major
role in our strategy.
The future clearly favors digital. Do you feel that puts you in a good position, and what do you see as the role for more traditional media?
As an e-commerce company providing digital
solutions to millions of small business owners
around the globe, we’re all in favor of a digital
world! From a marketing and media standpoint,
it remains a yin\yang relationship between
offline and online media, and as these two blur
together, they’ll need to be even more symbi-
otic. The marketing funnel needs to be holistic,
and for marketers using both offline and online
Consumer media habits are shifting rapidly— how have you adjusted your approach to account for such a dynamic environment?
Today you have to be in a continuous cycle between goal
setting, research, planning, execution, and learning.
As we create that virtuous cycle, we’re leaning into the
mantra of “whoever, however, whenever, wherever.”
With consumers increasingly controlling their media
consumption, our challenges have never been greater
in best defining who we’re reaching, how to reach
them while they’re living their lives, in a tone that’s
most relevant to them, and deliver that message
across a device-agnostic media ecosystem. We need
Matt Bayer, VP, Advanced TV, MAGNA GLOBAL
to constantly be measuring our marketing activities
against that goal in all paid, earned, organic, and shared
media.
What do you feel is the best way to get consumers’ attention and stand out among your competitors?
Having great products and a great consumer experience
has to be the building block of any successful strategy.
At GoDaddy we have an unmatched suite of products
and services designed to help our small business
customers kick butt. In addition, our customer care
personnel are the best in the business, and assist our
customers by providing unsurpassed support. As an or-
tactics, prescriptive analytics solutions are
clearly demonstrating the utility of both media
forms and their impacts on one another. Looking
at the impact of one in a silo, without the other,
would be like driving a car with one eye closed.
Technology continues to mature and present more ways to communicate with consumers. What do you see as the real growth areas over the next several years?
The growth area is the continued advancement
in technology overall, and the increase in the
velocity of advancement. We’re in this never-
before-seen moment in time, where technology
allows the communication to a mass audience,
but with personalization. As a global marketing
organization, our biggest growth area\challenge
is how to reach potential new customers across
the planet within the “whoever, however,
whenever, wherever” construct. The ability to
consume media is so different depending on
where you are, and the same marketing practices
that work in one region may not be as effective
in another. The the notion that billions of people
will have gone from tribal, localized spoken word
communication straight to a smartphone in the
next decade – with the world’s knowledge at
their fingertips – is astonishing. It’s certainly
not making our jobs any easier, but we’re so
lucky to be the ones trying to figure this out at
this time. Where else would you want to be?
NorthAmerica
4.0 3.7
2.8
APAC
6.9 6.46.3
EmergingAsia
11.5
9.78.7
LATAM12.9
15.714.9
MEA
CEEWestern Europe
6.2
10.6
3.0
6.4
2.8 2.6
6.9
2.23.0
Emerging Markets
10.6
9.5
10.7
AD SPEND GROWTH VS. NOMINAL GDP
In Percent
GLOBAL ADVERTISING REVENUES BY REGION (YOY GROWTH)
The IMF is forecasting a gradual acce-
leration from 6% nominal GDP (Gross
Domestic Product) growth towards 8% in
the next five years.
Sou
rce:
MA
GN
A G
LOB
AL
Dec
emb
er 2
014,
IMF
Oct
ober
201
4
0%00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19
-4%
4%
8%
12%
-8%
-12%
However we expect advertising revenue
to keep growing at a slower pace than the
economy because of “digital deflation”
(i.e. more efficient purchasing of digital
media).
2014 saw Western Europe recover
steadily, as predicted. Not all mar-
kets recovered, however. Despite the
slowdown of emerging Asia (China) and
LATAM (Brazil), emerging markets as
a whole are still growing significantly
faster than developed ones, and we
expect that to continue.
“Developed markets”: Western Europe, North America, Australia, New Zealand, Japan, South Korea, Singapore, Hong Kong, Taiwan.
“Emerging Asia” includes: China, Malaysia, India, Pakistan, Sri-Lanka, Indonesia, Thailand, Philippines, Vietnam.
Sou
rce:
MA
GN
A G
LOB
AL
Dec
emb
er 2
014
2015 2015-2019 CAGR2014
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As the sharp growth recovery of the recent past matures into today’s “new
normal” of slow and steady global growth, marketers are focusing on spending
smarter rather than just spending more. This means budget shifts towards
digital in both developed and emerging markets.
DEMAND
1. Shifting to digital causes ad spend deflation: more efficient digital
campaigns mean brands get more bang for their buck and can spend less
to accomplish more.
2. Video and social are the new digital growth drivers and will have the
highest average growth through 2019 of all the digital sub-segments.
3. The market share of digital spend will reach that of TV (~38%) by 2019,
at which point digital will become the largest media category on a global
basis.
4. The shift towards mobile devices is progressing rapidly, not only in
developed markets but also in emerging markets where many internet
users skipped the desktop phase of digital evolution.
5. Increased digital advertising unlocks audience targeting and
programmatic methods for sophisticated brands.
Nominal GDP
Ad Spend Growth
DevelopedMarkets
3.5 3.52.9
World
5.5
4.8
5.8
2019
2019
2014
20152014
2014-2019 CAGR
US GROWTH EXPECTATIONS BY MEDIA CATEGORY
60
80
40
20
0
Television Search Video Display Mobile Social Total Digital Newspaper Out of HomeMagazine Radio
Western Europe
Russia
India
China
Brazil
2014 Growth
2015
Gro
wth
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GN
A G
LOB
AL
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US
12%
8%
4%
0%
4% 8% 12% 16%
Total BRICs
Global Advertising Spending
BRIC MARKETS: RUSSIA LAGGING BEHIND
Note: TV revenues here are excluding TV content on digital media. They include Political and Olympic revenues.
Mobile and video will be the leading categories within
digital over the next few years, while out-of-home is the
only traditional medium we expect to show any growth.
Total US ad revenues will grow by 2.7% in 2015, following 4.0% growth
in 2014. If adjusted for non-recurring events (such as the Olympics)
the 2015 performance represents a slight acceleration of underlying
ad spend. Total ad revenues will reach 169.5 billion in 2015, a new all-
time high (the previous high was 169.2 in 2007). It took 8 years for the
market to fully recover from the 2008-2009 recession.
66.7
25.5
49.5
3.8 7.
48.0
7.0
16.5
14.8
10.7
12.6
69.5
42.5
86.5
15.2
17.5
7.9
8.410
.9
13.8
6.5
47.4
Three of the four BRIC markets (India being the exception)
are expected to grow less in 2015 than in 2014, but Russia
has suffered the strongest slowdown as oil prices and
foreign investments have decreased.
50
100
150
200
Bill
ions
Billions
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US AD REVENUES LONG-TERM GROWTH $bn, incl. P&O
10%
-5%
5%
-10%
-15%
0%
-20%$099 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19
Advertising Revenues Annual Growth/Decline
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MA
GN
A G
LOB
AL
Dec
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$200
$150
$100
$50
+ 4.0
%+
2.7%
0.8%
10.7%
31.9%
30.2%
18.8%
11.8%
3.6%
-0.2%
CAGR -7.8
%CAGR -9.5
%
CAGR -1.4
%
AD SPEND: TOP 10 MARKETS
USA China Japan Germany RussiaUK Brazil France Canada Australia
Mobile digital advertising (ad dollars generated
by impressions from smartphones and tablets)
accounted for 21% of total ad dollars in 2014 – it
will grow to 47% by 2019, following growth in
consumer usage. That amounts to 32% per year
between 2014 and 2019.
Mobile advertising is dominated by search (46%)
and social (34%) formats, while display and video
lag behind due to inherent limitations (screen
size, bandwidth).
In the 11 most advanced digital markets, Pro-
grammatic transactions now account for nearly
half (46%) the media transactions in non-search
digital media. Social is at the forefront (almost
entirely transacted through automated buying
platforms) while display and video are gradually
catching up.
Total Programmatic will grow to represent 70%
of dollar transaction by 2019. By then, only non-
FOCUS ON DIGITAL THE RISE OF MOBILE
THE RISE OF PROGRAMMATIC
Share of digital
Share of total
standard (native) formats or premium display/
video inventory will stay entirely out of program-
matic buying reach.
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DIGITAL VS. TV MARKET SHARES – US/UK COMPARISON
MOBILE MARKET SHARES 2014
INTERNET MEDIA WILL CONTINUE TO EAT INTO TV’S SHARE IN THE US
0%
60%
50%
40%
30%
20%
10%
2008 2009 2010 2011 2012
2012
2014 2015 2016 2017 2018 20192013
2014 2015 2016 2017 2018 20192013
2013
USA TV
UK digital
UK TV
USA digital
Market Shares 2012-2019
Market Shares
2014
By comparison, this happened in the UK in
2008-2009, but the share of TV has histori-
cally been low in the UK.
In the US, the market share of digital advertising
(all formats) will catch up with the market share
of TV (all segments) in 2016 or 2017. This is one
year sooner than predicted previously.
0%
10%
20%
40%
30%
39.7
27.7
14.0
5.6
6.46.5
%
GLOBAL MARKET SHARE OF MOBILE ADVERTISING
Sou
rce:
MA
GN
A G
LOB
AL
Dec
emb
er 2
014
Source: MAGNA GLOBAL Programmatic Report September 2014
CAGR 2014-2019
32%29%
25%
13%11%
6% 5% 4% 4% 1%
-3%-6%
Search
Social
Display
7% Video
46%
34%
14%20192014
Mobile
Online Vid
eo
Social
DOOH
Search
All Media TV
TOOH
Display
Radio
Newspaper
Magazin
es
0%
Traditional
RTB
Non-RTB
20%
40%
60%
80%
100%
46%
70%
Source: MAGNA GLOBAL
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The US alone represents 36% of global digital ad spend.
The US and Canada are only slightly above global average (28%).
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DIGITAL ADVERTISING SPEND 2014
Reading this map: the size of each country is propor-tional to the domestic ad revenues of digital media owners (search, display, video, social) in 2014, in million USD. The color code represents the share of digital out of total advertising revenues. Green/blue suggests a below-average share (global average is 28%) whilst purple and red indicate an above-average share.
Market share of digital in % in 2014
0 10 20 30 40 45
100 m
750m2bn
USD
Global Average
Billion Dollars
TO
TAL
DIG
ITA
L A
DV
ERTI
SIN
G
SPEN
D142
Sri Lanka$15
Pakistan$6
AR
China
$21,526
Canada
$4,074
USA
$49,454
New Zealand$438
Hong Kong$312
Korea
$2,677
Philippines$68
Mexico$995
India
$658
Taiwan$554
Japan
$8,037
Thailand$230
Vietnam $52
Malaysia$183
Singapore$147
Indonesia$599 Brazil
$3,922
Colombia$148
NORTHAMERICA
LATINAMERICA
ASIA PACIFIC
Panama $15
Ecuador $15
Peru $67
Uruguay$20
Venezuela $60
Chile $158
$558
Costa Rica $65
South Africa$314
Morocco$27
Saudi Arabia
$243
Egypt$107
Bahrain $12
Kuwait $56
$243 Qatar $49
Oman$18
UAE
AFRICA
France
$4,104
NL$1,905
UA
Austria $505
CH$705
DK
Belgium$568
Germany
$7,817
Kazakhstan$28
LV $23
Lebanon$12
LT $16
PL$956
Slovak Republic $89
Croatia $22S
erbia $24
Greece$201
Turkey$859
HU $222
Slovenia $21
Bulgaria $31Romania $61
Russia
$2,977
United Kindom
$11,146
Italy
$2,287Spain$1,458
IE
NO
SE
FIEUROPE
$346
Portugal$135
$1,590
$1114$394
$134
37%
43%
47%
30%
31%
31%
40%
The highest share is found in the UK (43%) followed by Netherlands and China (37% and 36% resp.).
The three biggest markets (US, UK, China) concentrate 57% of global spend.
Latam, Eastern and Southern Europe remain largely under-developed.
Japan features a below-average share (17%).
18%
Indicates when digital became or will become the number one media category in the market.
2013
2013
2013
2013
2015
2014
2014
2017
2009
2013
2013
20132014
2014
2014
2015
2017
YEAR
2017
2016
2016
2016
2016South Korea
2013
$977
EE $41
CZ$508
Australia
$4,505
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CONTENT OWNER PERSPECTIVE
& AQ
Peter Naylor, SVP, Advertising Sales, Hulu
back from social media and direct outreach to
our customer support team.
With more companies offering over-the-top streaming services, how do you see yourself fitting into the video landscape going forward?
This is a rapidly changing environment, but one
that Hulu has been a part of since the beginning
and will continue to redefine. tvtThese are signs
pointing towards the viability of the industry
that we’re already in and we are excited. We have
been taking the steps to be in a strong place in
a changing environment. In fact, we are incre-
dibly well-positioned to succeed in this dynamic
marketplace. Our biggest differentiator is that
our model allows us to offer current seasons
TV programming, which is something no other
subscription VOD service can offer.
Can you share any insight into which devices your viewers favor when streaming video?
Today, Hulu reaches millions of TV fans on more
than 400 million internet-connected devices
in the U.S., including Xbox One, PlayStation 4,
Chromecast, and Amazon Fire TV. 50 percent of
our active Hulu subscribers now stream exclusi-
vely on devices (as opposed to computers), with
living room viewing accounting for over half of
all content consumption. More than half of our
subscribers watch Hulu on connected devices
only, and our users watch on more than two con-
nected devices each month.
Hulu Plus is unique among SVOD services in that there are ads in addition to the
While Hulu is known as a central hub for primetime TV shows, your original series slate has been expanding as well. Can you discuss your programming strategy and any plans for the near future?
We are looking for projects that both complement and
supplement our content—attract new viewers and reta-
in the viewers we have. That means for quality, including
single camera comedies and serialized dramas. It's
been a great year building out our original content slate.
In just the past few months, we’ve had the pleasure
of announcing new, premium Hulu Originals, including
CASUAL, a comedy series from Jason Reitman and
Stefanie Morales, Associate Director, Audience Analysis
Practice, MAGNA GLOBAL
11/22/63, an original event series from J.J. Abrams’ Bad
Robot Productions, based on Stephen King’s best-sel-
ling book. We also announced a straight-to-series order
for Difficult People, a half hour comedy series produced
by Amy Poehler and starring Judy Klausner and Billy
Eichner.
How has subscriber feedback helped shape your program development?
We listen to user’s comments and feedback and conti-
nually evolve our product and experience to give viewers
more choices. We are constantly listening to user feed-
monthly subscription fee. Do you see that model changing at any point in the future?
At Hulu we have a dual-revenue business
model—subscription and advertising. We feel
strongly that this is the best way to maximize
return and as a result, provide premium content
and the best experience for our viewers.
How do you see consumers’ video habits evolving over the next five years?
It’s a great time to be a consumer and we would
consider this the “golden age of television.”
There is so much great content out there, and
consumers who have grown up in a connected
world have high expectations of how, when, and
where they get their content.
We will increasingly see consumers living in an
on demand world. They are time shifting and
choosing to watch content on their own time,
when, where and how they want it.
Real-life indicators of activity can be tracked and
tied together using email address, device IDs, and
content or utility app profiles. Essentially,
by going about their daily routines, people are
“self-segmenting” themselves. Ultimately, traditional
media measurement and planning inputs are now be-
coming outputs of media activity, which is shifting how
value is determined.
10
20
30
40
50
0%
Mobile marketing com-
pany inMarket’s iBea-
con Platform reached
41% of adult mobile
users in 4Q14
74% of smartphone
users get directions
or other information
based on their current
location
PEOPLE ARE THE NEW COOKIES
% of adult mobile phone users performing activity “almost every day”(September-November each year)
Instant
MessagingPlaye
d
GamesSearch
Maps/
Directio
nsSocial
Networking
Weather
35.9
16.1
14.7
12.4
6.1
27.2
20.7
19.6
15.8
14.7
7.0
31.3
23.4
39.3
2013 2014
UNITED STATES 2015
2015
2013
+ 2,556%
Trains Hotels
Planes Municipalities
Retail Airports
Cafés
Commercial Hotspots: 1,049,151 Community Hotspots: 31,078,609
Other
35 103,320
3,910 6,300
581,178 800
225,606 126,002
Source: iPass
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Source: ComScore
In 2014, we found that proximity, frictionless tech, and value exchange
powered a trend we called “engineered serendipity.” Developments in tracking
behavior and user experience design are going to shape the next few years for
media, and it will be a much-needed shift.
More and more focus will move toward the engagement of consumers while
they are doing what they already are doing, through the activation and
attribution of media, people, and places. In other words—making all of this
cool tech part of normal everyday activities. Here are three developments you
will see on the way to this new normal:
The future will be increasingly focused on how people behave and how
nimble marketers can take advantage of it. More devices will be built
with connectivity as a standard feature and interfaces will continue to
disappear into the background. TV will become a data-gathering tool for
retargeting consumers everywhere. The triangulated relationship between
cars, homes, and mobile will finally be quantified.
All in all, 2015 will be the beginning of a new hyper-connected era that has
been predicted for some time, but until now, lacked all the moving parts
necessary to come to fruition.
NEW VALUE DRIVERS
KEY
TAK
EAW
AY
1. Privacy will be driven by user-controlled data and personalized
experiences on mobile devices.
2. Media will increasingly become an active element or
an interface in physical spaces.
3. Attribution through mobile will allow behavior and device to drive
targeting for digital and non-digital executions.
The path to purchase can now be fully mapped. From automated
content recognition (ACR) on smart TVs to BLE beacons in stores
and event venues, attribution has turned into an “always on, eve-
rywhere” process.
For brands, this means that cross-channel attribution offers real
opportunities for prospecting and cultivating customers in terms
of location, time, and context. The encrypted key to unlock all of
this is the consumer’s mobile device.
OMNI ATTRIBUTION
Peel collects the following info:
The IPG Media Lab teamed with remote control app Peel to explore how mobile
and TV could work together to drive ad recall and tune-in for specific shows.
Age
TV Brand
TV Ad Exposures
Apps on Device
Gender
Service Provider
TV Faves/Shares
Zip
TV Viewing History
Time of Viewing
MOBILE SERVED AS A STRONG AWARENESS BUILDER
CROSS-SCREEN STRATEGY ALSO MOST EFFECTIVE FOR DRIVING ACTUAL TUNE-IN
Aided Ad Recall
Actual Tune-In
2x the number of tune-Ins
Q: Which, if any, of the following TV shows do you recall seeing an ad for while ...?
TV Only
TV Only
Mobile Only
Mobile Only
TV-Mobile
TV-Mobile
Tracked by App; Not Survey Based
12%
100 100
200
18%20%
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INTERACTION EVERYWHERE
Rewards boosted all brand attributes.
Since opt-in is still an app-based experience, acti-
vation will probably happen in places where specific
purposes will allow gated access into devices, such as
at live events or in the car.
Far from being a futuristic wish, the space is on the
verge of becoming mass media: ComScore has already
begun measurement of beacon platforms as part of
their mobile tracking.
BPN and Hillshire partnered with inMarket
to launch American Craft Sausage Links,
breaking into an oversaturated category by
not only driving sales, but also awareness.
A Vizu brand study demonstrated an average lift in
purchase intent of 21.5% compared to before the inter-
action, and a 36% percent lift in brand awareness.
American Craft Smoky Bourbon
1%
20.2%
1%
22.6%
1%
19.3%
1%
Pre-Engagement
0% 10% 20% 30%
Post-Engagement
24.0%
American Craft Garlic & Onion
American Craft Jalapeno & Cheddar
American Craft Original Bratwurst
IPG Media Lab and Kiip conducted a mobile engagement
study—using facial coding, biometrics and surveys—
that revealed moments-based advertising increases
purchase intent.
At these key moments, panelists were presented
with ads or branded rewards to see how they reacted.
Rewards may have been virtual (e.g. coins or hints in a
game) or physical (e.g. Amazon mp3 credit).
CASE STUDY: HILLSHIRE FARM
40%more excitementduring achievement moments
+
31%more excitementduring rewards
+
Connected devices allow media will to activate
real-world experiences and engagement:
At home At venue
In store
15%
16%
21%
Moments of Achievement
Rewards
Gameplay
Ads
Is a modern brand Is a brand on its way up
45%
Control Ads Rewards
30% 29%
37%
48%51%
Is a quality brand Is a brand I would pay more for
Is a brand I respect Is a premium brand
21%
In moment (mobile heavy)
Shoppers could easily add
the items to their grocery
list, and were given rewards
for interacting with the ads.
Add to Shopping list+64% 63%
15% 16%
58%54%
66%
37% 39%
50%
22%
73%
Beacons
(secure mobile hotspots)
were placed in and
around stores to deliver
hyper-targeted banner
ads to customers.Store X
Welcome to Store X
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What it Does - Enables consumers to make decisions based on the value of their credit, shopping, interest, and social behavior.
Experience - Consumers choose which companies get access to their data.
Platform - Data
Web - pbb.me
What it Does - Bluetooth beacon hardware that syncs with apps to enable targeted contextual messaging.
Experience - In-app contextual messsaging, automatic check-ins, contactless payments.
Platform - Retail, Mobile
Web - estimote.com
What it Does - Wristband designed to measure and analyze movement, audio levels, and temperature for events.
Experience - Audience excitement levels visualized in realtime.
Platform - Wearable, Mobile
Web - lightwave.io
What it Does - Utilizes automatic content recognition in Smart TVs to enable cross-screen ad targeting based on programming.
Experience - Mobile, tablet, and desktop can be synchronized with TV content.
Platform - Desktop, Mobile, Tablet
Web - samba.tv
What it Does - Measures location and characteristics of consumers exposed to ads.
Experience - Consumers opt-in and earn incentives through their mobile app.
Platform - Mobile
Web - placed.com
Note: IPG is an investor in Placed.
What it Does - Mobile app that enhances the in-stadium experience by integrating the venue ecosystem.
Experience - Allows users to find parking, their seats, receive offers, order food, and more in one mobile app.
Platform - Mobile/In-stadium
Web - venuenext.com
START-UPS TO WATCH Mobile connectivity continues to expand the
opportunities for consumer targeting, and
emerging companies are seeking new ways to
harness that data.
DATA PARTNER PERSPECTIVE
What do you see as the biggest challenge in measuring
video consumption over the next several years?
It feels like tablets are an important missing component in sizing the
video audience and representing how people view. Can you discuss
Nielsen’s plans to capture that information in the future?
Is there a role for set top box/return path
data in your product roadmap?
We’ve heard some discussion of capturing out-of-home viewing
now that Portable People Meter technology is under the Nielsen
umbrella. Can you share what the current vision is, and how you see
that viewing becoming part of the larger video measurement suite?
What will the TV/video currency be five
years from now?
Consumers are embracing choice. They’re watching video when they
want, where they want, and how they want. This fragmentation makes
it more and more difficult to measure people across devices, access
points and ad models in a consistent fashion. It requires a sophisticated
mix of the old and the new measurement techniques to properly account
for audiences and report the total audience for content owners and
advertisers.
Nielsen has released its SDK (or software meter) to capture just this.
It requires the content owners and distributors to embed the software
into their video players in order to capture this consumption and
include it into the ratings. We are working with the market to bring this
to life as we speak.
That audience fragmentation challenge offers the opportunity to
work with return path data to assist us in finding those audiences for
measurement. Return path data on its own does not produce ratings-
quality numbers, but combined with the power of a representative
panel, it can provide an important method for accounting for audiences
that panels alone cannot.
We’re doing some really interesting and impactful work in out-of-home
TV measurement using a combination of our Local People Meter panels
and our Portable People Meter. We’ve had positive feedback from our
trial in the Chicago market and intend to extend this further. With the
all-important out-of-home viewership captured, it will be introduced
into the TV ratings. Combined with our digital ratings which capture
digital audiences regardless of where they are, we form a complete
picture of the total audience.
We believe it will be about the total audience. Measuring the audience
regardless of the device, access point or ad model. The total audience
will measure ads and content as separate from each other due to more
and more dynamic ad insertion and targeting practices. Total audience
will underpin the planning and buying of advertising regardless
of whether it’s done via traditional means or via a programmatic
environment. Finally, total audience will allow for flexibility between ad
models and open the market for growth and opportunity.
Brian Hughes, SVP, Audience Analysis Practice Lead, MAGNA GLOBAL
Brian Hughes
Brian Hughes
Brian Hughes
Brian Hughes
Megan Clarken, EVP, Global Product Leadership, Nielsen
Megan Clarken
Megan Clarken
Megan Clarken
Megan Clarken
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CONTRIBUTORS
Brian Hughes @bhughes_magna
SVP, Audience Analysis Practice Lead, MAGNA GLOBAL
Vincent Letang @vletang_magna
EVP, Director of Forecasting, MAGNA GLOBAL
Luke Stillman @lukestillman
Forecasting Manager, MAGNA GLOBAL
Stefanie Morales
Associate Director, Audience Analysis Practice, MAGNA
GLOBAL [email protected]
Melvin Wilson @c3mlw
Head of Strategy, IPG Media Lab
Paula Cizek @PaulaCizek
Strategist, Insights and Innovation, IPG Media Lab
Allison Patz @allisonpatz
Director, Digital Strategy, NSA Media
Chris Ferranti
VP, East Coast Director, Rapport
Megan Doherty
VP, Director, Print, BPN
Matt Bayer
VP, Advanced TV, MAGNA GLOBAL
Design by
Bureau Oberhaeuser @oberhaeuserinfo
SUMMARY CHEAT SHEET New Value Drivers
1. Privacy will be driven by user-controlled data and
personalized experiences on mobile devices.
New Finding: Consumers’ everyday activities on their
phones can be harnessed to turn them into trackable,
living “cookies.”
2. Media will increasingly become an active element or
an interface in physical spaces.
New Finding: Mobile devices can make time, location,
and context all available criteria in communicating with
consumers throughout the purchase funnel.
3. Attribution through mobile will allow behavior and
device to drive targeting for digital and non-digital
executions.
New Finding: TV and mobile are more effective together
then alone at driving awareness and consumer action.
4. New Finding: Messages in the form of rewards boost
all brand attributes and do so more effectively than
standard ads.
5. New Finding: Beacons can be big drivers of purchase
intent for consumers in and around store locations.
Supply
1. Print circulation continues to decline as magazines
and newspapers look to define their brands digitally
and become more diversified content creators.
New Finding: Websites, apps, and digital replicas will
increasingly become the key touch points for print
brands.
2. While broadcast radio remains relatively strong,
there is a clear movement of audience toward the
more “one-stop-shop” audio experience that apps can
provide.
New Finding: The movement towards streaming audio
will also curb interest in owned music, as services like
Pandora and Spotify put deep libraries at consumers’
fingertips.
3. Even out-of-home media is shifting toward digital
as more billboards turn into screens and place-based
video outlets continue to ramp up in well-traveled
areas.
New Finding: Nearly half of US adults now encounter
place-based video screens over the course of their
normal routines.
4. While desktops aren’t going away entirely, their role
will be more utilitarian as mobile devices become the
center of the consumers’ entertainment experience.
New Finding: Shopping will also be a key area of
growth for mobile, though will remain fairly stable for
computers, especially around the holidays.
5. Time spent with linear television has peaked, and
live viewing will continue to drop in favor of digital on
demand platforms.
New Finding: Mobile—tablets in particular—are going
to be a major growth area for video consumption.
Demand
1. Shifting to digital causes ad spend deflation: more
efficient digital campaigns mean brands get more bang
for their buck and can spend less to accomplish more.
New Finding: Global CPM averages for television were
more than double those of digital display CPM averages
last year.
2. Video and social are the new digital growth drivers
and will have the highest average growth through 2019
of all digital sub-segments.
New Finding: The global ubiquity of Facebook and
YouTube as advertising platforms allow for rapid
expansion even in developing markets.
3. The market share of digital spend will reach that of
TV (~38%) by 2019, at which point digital will become
the largest media category on a global basis.
New Finding: In 2015, digital media will be larger in
total spend terms than print was in its heyday a decade
ago.
4. The shift towards mobile devices is progressing
rapidly, not only in developed markets but also in
emerging markets where many internet users skipped
the desktop phase of digital evolution.
New Finding: Mobile advertising spend will grow by an
average rate of 32% over the next five years on a global
basis. Desktop formats, on the other hand, are barely
growing at all.
5. Increased digital advertising unlocks audience
targeting and programmatic methods for sophisticated
brands.
New Finding: By 2019, over two thirds of all
display advertising transactions will be done on a
programmatic basis.
CONCLUDING TWEET
Brian Hughes @bhughes_magnaThe future is undeniably digital, which means more
choice for consumers, and greater opportunity for
relevant, timely marketing messages.
THE GLOBAL ADVERTISING MARKET2014-2015Media owners ad sales are forecast to grow by +4.8%
in 2015 to 536 billion. Slowing growth in many key
markets, as well as a lack of cyclical events (US
elections, Olympics, World Cup, etc.) translate into
slightly lower growth than was seen in 2014.
Most of the growth in 2015 on a global basis will be
driven by digital formats; digital incremental spend
will represent 87% of total incremental advertising
spend on a global basis. Television will add less than
one-third of the total dollars that will be added by
digital. As a result, digital will reach 30% market share
for the first time in 2015 on its way towards competing
with television’s market share by 2019.
APAC
EMEA
LATAM
AD MARKET BY REGION
2.5% MEA4.4% CEE
20.7% WE
14.7% Emerging Asia
14.4% Developed
Asia
32.2% USA
2.6%Canada
29.2%
34.8%
8.5%
27.5%
NORTH AMERICA
GLOBAL MEDIA MIX
Free TV
Pay TV
Search
Display
Social
Video
Other Digital
Newspaper
Magazine
Radio
Out-of-home
29%
10%
14%6%
2% 3%
3%
14%
6%
6%7%
REVENUES GROWTH BY REGIONIn Percent
2014
2015
2013
NorthAmerica
4.02.8
APAC
6.9 6.4
EmergingAsia
11.59.7
LATAM
12.914.9
MEA
CEEWestern Europe
6.2
3.02.8
6.9
2.23.0 Developed
Markets
3.5 2.9
REVENUES BY MEDIA
Emerging Markets
10.6 9.5
15%
20%
10%
5%
0%
-5%
-10%
Television
2014
Internet Newspaper Magazine Radio Out of Home All Media
Some of the high-growth regions of the past few years
have fallen off of late: Central & Eastern European
growth has fallen from double digits as recently
as 2011 to just 2.2% growth last year as a result of
political and economic instability. Furthermore, while
Latin America will continue to grow at a healthy 12.9%
rate this year, the primary driver of this growth will be
media cost inflation.
For a full report, detailed estimates over 73 markets,
and long-term forecasts, please contact MAGNA
GLOBAL.
REVENUES 1999-2019 (YOY growth)
-10%
0%
-5%
10%
5%
-15%
$200,000
$100,000
$600,000
$500,000
$400,000
$300,000
$099 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19
Advertising Revenues in $bn Constant USD Annual Growth/Decline
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2.8
19.3
1.33.7 3.9 4.3 4.8
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THE GLOBAL ADVERTISING MARKET 2014
Reading this map: the size of each country is pro-portional to advertising spending in billion USD; the color reflects the level of spend per capita, akin to the intensity of advertising pressure: green is very low (less than $50), red is very high ($400 and more). This map reveals that the US alone represents a third of global advertising market while some large countries by surface or population, like India or Russia, remain largely underdeveloped.
Advertising Spending in $ per capita (2014)
$0 $100 $200 $300 $400 $500 $600
1bn5bn
10bn
in USD
Billion Dollars
TO
TAL
M
AR
KET
SIZ
E
512
Sri Lanka$159
Pakistan$310
Croatia $246
France
$13,904
NL$4,728
AR UY
China
$50,640
Canada
$13,096
USA
$165,058Bulgaria $258
Serbia $172
New Zealand$1,793
Austria $3,228
Switzerland$3,875
DK
Belgium$2,753
Germany
$24,993
Greece$993
Turkey$3,331
Saudi Arabia$1,578
Bahrain $83
Hong Kong$3,295
Kazakhstan$342
Kuwait$531
$1478
LV $108
Lebanon$596
LT $154
HU
PL$2,712
CZ$1,400
Korea
$8,514
Philippines$1,569
Mexico$6,262
Qatar $287
Slovenia $192
Slovak Republic $370
Romania $419$682
Russia
$10,816
India
$7,113Taiwan$2,106
United Kindom
$23,806
Italy
$8,940
Japan
$43,697
EE $128
Egypt$1,928
South Africa$4,003
Kenya$679
Nigeria$896
Morocco$464 Oman
$175
Thailand$4,408
Vietnam$1,052
UAE
Australia
$12,339
Malaysia$2,857
Singapore$2,093 Indonesia
$7,377
Brazil$19,506
CO$5,062
VE
IE
NO SE FI
NORTHAMERICA
LATINAMERICA ASIA
PACIFIC
EUROPE
MIDDLE EAST
AFRICA
Panama$573
EC PE
$475
$503
$793
$1,730
Chile $1,366
$6,621
$1,305
Spain$6,099
PT$738
Costa Rica$758
PuertoRico$918
$2,200
$3,742$2,923
$1,614
UA $981
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ABOUT MAGNA GLOBAL
MAGNA GLOBAL is the strategic global media unit of IPG Mediabrands, comprised of two
key divisions.
MAGNA GLOBAL Investment harnesses the aggregate power of all IPG media investments
to create power and leverage in the market, drive savings and efficiencies, and ultimately
make smarter, more effective media investments on behalf of our clients. With a stated
goal of reaching 50% automated buying by 2016, the team in North America invests ac-
ross digital, programmatic, broadcast and all traditional media platforms and is therefo-
re considered the most comprehensive buying and negotiating unit in the media industry.
The architects of the MAGNA Consortium – a powerful committee of executives from A&E
Networks, AOL, Cablevision, Clear Channel Media and Entertainment, ESPN and Tribune
– MAGNA North America is also dedicated to shaping industry automation and audience
specific buying.
MAGNA GLOBAL Intelligence has set the industry standard for more than 50 years by
predicting the future of media value. MAGNA GLOBAL Intelligence produces more than
40 annual reports on audience trends, media spend and market demand, and ad effec-
tiveness. For more information, please visit www.magnaglobal.com or follow us on Twitter
@MAGNAGLOBAL.
ABOUT IPG MEDIABRANDS
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global me-
dia-related assets. Today that means we manage and invest $37 billion in global media on
the behalf of our clients, employ over 8,500 diverse and daring marketing communication
specialists worldwide and operate our company businesses in more than 130 countries.
A proven entity in helping clients maximize business results through integrated, intelli-
gence-driven marketing strategies, IPG Mediabrands is committed to driving automated
buying, pay-for-performance and digital innovation solutions through its network of me-
dia agencies including UM, Initiative, BPN, Orion Holdings, and ID Media. Its roster of spe-
cialty service agencies including MAGNA GLOBAL, Ansible, Mediabrands Audience Plat-
form, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity offer technologies
and industry moving partnerships that are recognized for delivering unprecedented bot-
tom line results for clients. For more information, please visit www.ipgmediabrands.com
or follow us on Twitter @IPGMediabrands.