Google Will Lose The Most As Amazon’s Advertising Business Emerges

Google | January 18, 2019

Amazon will double its share of the total digital ad spend in the next two years, according to a survey of some of America’s top ad buyers. The findings and recent moves from Amazon suggest the e-commerce giant could one day compete with the digital duopoly of Facebook and Google, which still dominates. In late 2018 investment bank Cowen polled 50 senior US ad buyers, together representing $14 billion in ad spend. The results suggest Amazon’s share of advertising budgets will double from 6 percent in 2018 to 12 percent in 2020. Over that same period, Facebook’s share will fall from 20 percent to 17 percent, as privacy concerns bite the social media giant, according to respondents. Overall the digital duopoly’s share of the ad spend will fall from 77 percent to 71 percent, based on the surveyed ad buyers. While that’s still dominant, Cowen notes it will be Amazon siphoning off most of the losses.

Spotlight

At the beginning of 2017, the World Federation of Advertisers released a report stating that nearly 90% of global brands were reviewing their programmatic strategies. By the end of 2017, a well-cited ANA survey reported that 35% of marketers had expanded their in-house programmatic media buying capabilities, more than double the amount a year prior. Looking ahead to 2022, a December 2017 Adobe poll reported 62% of brands will take their programmatic trading in-house by 2022.

Spotlight

At the beginning of 2017, the World Federation of Advertisers released a report stating that nearly 90% of global brands were reviewing their programmatic strategies. By the end of 2017, a well-cited ANA survey reported that 35% of marketers had expanded their in-house programmatic media buying capabilities, more than double the amount a year prior. Looking ahead to 2022, a December 2017 Adobe poll reported 62% of brands will take their programmatic trading in-house by 2022.

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National Advertising Division Refers Advertising for PLx Pharma's Vazalore to FTC After Compliance Review

National Advertising Division | December 23, 2021

The National Advertising Division (NAD) of BBB National Programs has referred advertising claims made by PLx Pharma, Inc. to the Federal Trade Commission (FTC) for review and possible enforcement action after the company declined to accept NAD's recommendations to modify certain claims for its Vazalore immediate-release aspirin product. In Case #6912, NAD recommended, among other things, that PLx Pharma: Modify the claim "Vazalore has up to 5X greater absorption than enteric coated aspirin" to avoid conveying the message that the claimed difference in absorption related to superior clinical efficacy and disclose that the reported results were limited to diabetic, obese subjects. Discontinue the claim "The Miracles of Aspirin Fully Realized." Discontinue the claim "Better gastrointestinal safety" (or modify it to convey the limited message that Vazalore causes fewer erosions and ulcers in the first week of treatment than traditional immediate release aspirin). In PLx Pharma's advertiser's statement it agreed to comply with NAD's recommendations and incorporate them in updates to its company website and development of Vazalore's marketing campaign. Thereafter, the challenger, Bayer Healthcare LLC, asked NAD to open a compliance inquiry based on concerns about advertising on PLx Pharma's website directed to healthcare professionals (HCP) and a television commercial. In a compliance matter, NAD must determine whether the advertiser has made a bona fide, good-faith effort to comply with NAD's recommendations. Although NAD determined that some new advertising claims were not appropriate for review in a compliance matter because they were not previously reviewed by NAD or were monadic performance claims, a few others were substantially similar to claims challenged in the underlying proceeding. Therefore, NAD considered whether these new claims fully comply with NAD's recommendations. Television Commercial Regarding PLx Pharma's television commercial, NAD determined that, in context, the claim "Aspirin Made Amazing" was substantially similar to the claim NAD recommended be discontinued in the underlying challenge, "The Miracles of Aspirin Fully Realized." NAD noted that both phrases reasonably convey the unsupported message that Vazalore provides superior cardiovascular benefits or gastrointestinal safety. Therefore, NAD recommended that Vazalore modify its commercial to avoid conveying this message. Consistent with the underlying decision, NAD noted that nothing precludes PLx Pharma from: Making a properly limited claim based on the clinical study results that the Vazalore 325 mg aspirin causes fewer erosions and ulcers in the first week of treatment than traditional immediate release aspirin or from touting that it provides a new delivery system; or Using the "Aspirin Made Amazing" tagline to highlight truthful attributes that make Vazalore different from other products provided, however, the context does not overstate its performance benefits. Advertising Directed to Healthcare Professionals NAD noted that it appreciates PLx Pharma's efforts to create a gated site for HCPs separate from its consumer-facing website. In the underlying decision, NAD recommended that the advertiser modify the claim "Vazalore has up to 5x greater absorption than enteric coated aspirin" to avoid conveying the message that the claimed difference in absorption related to superior clinical efficacy and disclose that the reported results were from a limited study population, diabetic, obese subjects. In the compliance inquiry, NAD considered whether the advertiser's disclosure of the limitations of its clinical study, as referenced on its HCP-facing website, namely the title of the study, its characteristics including the study's population, and finally the results, complied with this recommendation. NAD determined that it did not and, therefore, recommended that the disclosure concerning the 5x absorption claim clearly and conspicuously reference the limited population of the clinical study. Further, NAD determined that claims on PLx Pharma's "Features and Benefits" page convey a comparative safety message as to competing traditional release aspirin. Consequently, NAD recommended that the advertiser modify this advertising to make clear the limitations of its study (i.e., that Vazalore causes fewer erosions and ulcers in the first week of treatment than traditional immediate release aspirin). While the advertiser made modifications following the original challenge, they have declined to make additional modifications as NAD requested. As a result, NAD is referring this matter to the appropriate government agencies for review and possible law enforcement action. All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org. About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

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Acuityads to Present Virtually at The LD 500 Conference

AcuityAds | August 27, 2020

AcuityAds Holdings Inc. (TSX: AT) (OTCQX: ACUIF) ("AcuityAds" or "Company"), a technology leader that provides targeted digital media solutions enabling advertisers to connect intelligently with audiences across digital advertising campaigns, today announced that Tal Hayek, Chief Executive Officer of AcuityAds, will be presenting virtually at the LD 500 Conference on Wednesday September 2, 2020 at 4:00 pm Eastern Time/1:00 pm Pacific Time.

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Marketing and Media Events to Watch in the Next Seven Days

Advertising Research Foundation | March 07, 2022

Here are the marketing and media events you need to watch out for this week: March 7 The 2022 Academy of Country Music Awards telecast. Stream it on Amazon Prime Video at 8 p.m. ET. March 8 The Advertising Research Foundation will start its two-day Shopper 2022 virtual conference (noon to 1:30 p.m. ET each day). It will feature presentations and panels by Melanie Babcock, VP of Integrated Media for The Home Depot; Aaron Sobol, Head of U.S. Investments and Partnerships for Unilever; and Vita Molis, Head of Research and Insights for Global Business Marketing at TikTok, among others. Petco, a retailer which recently transitioned into a health and wellness destination, will report its fourth-quarter earnings. During the pandemic, it saw a sales jump as more Americans adopted furry companions. Petco has been working to replicate such success into new efforts such as a shop-in-shop pilot program with Lowe’s. It’s International Women’s Day. Brands that are showcasing their support this year include LinkedIn, HCL, and John Deere. March 9 The Collage Group, a consumer research organization, will host a webinar on health and wellness across races and ethnicity. This event shall provide research around how brands can capture consumer attention in the healthcare domain. Campbell Soup Co. will share its financial results for its fiscal second quarter. Brands like Goldfish and Pepperidge Farm are powering the company, while it is undertaking another round of pricing increase. March 10 Ad Age will host In Depth: Unlocking the Metaverse, a virtual conference for marketers looking to explore branding in virtual worlds. Avery Akkineni, President of VaynerNFT; Tressie Lieberman, VP of Digital Marketing and off-premise at Chipotle Mexican Grill; and Caty Tedman, Head of Partnerships at Dapper Labs will be the speakers. March 11 SXSW will begin in Austin, Texas and run through March 20. Hot topics like metaverse and NFTs will be discussed. March 12-13 The 27th Critics' Choice Awards telecast will air on Sunday at 7 p.m. ET on TBS and The CW.

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