Skip to main content

Digital Media Tech Revenue will Reach $161B in 2017

Enterprise-wide implementations of audience engagement software and services for advertising, marketing, sales and services continue to increase by 5 to 6 percent every six months, reaching nearly 20 percent according to the latest market study by Technology Business Research (TBR).

Over 50 percent of enterprises are either in proof of concept or scaling up their digital technology deployments. According to the TBR assessment, digital technology is mainstream and it's already changing the way that businesses interact with their online stakeholders.

Digital Media Market Development

Traditional media continues the move to digital formats, driving a significant shift in spending. Digital native service providers -- such as Google -- are capturing billions in advertising spend as organizations pivot from traditional print and television formats into more effective online engagement.

Newspapers everywhere have suffered greatly from the shift to the digital economy. Meanwhile, TV networks and cable systems are struggling to compete as marketers invest more in mobile, online video and social advertising platforms to reach their desired business outcomes.

That said, the legacy TV industry is slowly investing in the programmatic advertising technology (ad tech) for data-driven, omni-channel marketing. In addition to infrastructure investments, TV industry stakeholders must explore new business models.

Old-school ad agencies feel the pressure of the market shift, as they lag new entrants who are capturing the huge shift to digital services. The back-end technological and cultural change management opportunities are also going to the progressive full-service digital marketing consulting firms.

Additionally, as services and platforms converge, TBR believes that it's unclear whether legacy ad agencies -- which are now making investments in technology that impact their standing -- are acting as a principal or an agent.

TBR says that along with the potential 'conflict of interest' in this scenario are transparency issues around agency management of media spending on behalf of their clients. Similar to the TV ad industry, the people-intensive ad agency business is facing market disruption as a result of digital technology.

TBR top trend predictions for 2017:

  • Digital advertising and marketing technology and services, excluding media, will grow by 23 percent year-to-year to top $161 billion worldwide in 2017.
  • Large tech vendors and digital service providers will consolidate the advertising and marketing technology landscapes.
  • Outsourcing of the marketing operations function will become an accepted alternative to in-house marketing operations capabilities where the brand retains awareness.

Popular posts from this blog

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Global Pandemic Accelerates the Evolution of Transportation

Given the current trends across the globe, organizations that depend upon the continued growth of personal vehicle ownership will need to consider a plan-B scenario. While some companies will be able to adapt, others may find that their traditional business model has been totally disrupted. According to the latest worldwide market study by Juniper Research, Mobility-as-a-Service (MaaS) will displace over 2.2 billion private car journeys by 2025 -- that's rising from 471 million in 2021. Juniper believes that for MaaS to enjoy widespread adoption, subscription or on-the-go packages need to offer a strong combination of transport modes along with feasible infrastructure changes, high potential for data collection and low barriers to MaaS deployments. Mobility-as-a-Service Market Development The concept of MaaS involves the provision of multi-modal end-to-end travel services through a single platform by which users can determine the best route and price according to real-time traffic