Digital Lifescapes

The global streaming industry has spent the better part of a decade chasing subscriber counts as the primary metric of success. That era is now formally over. New market data from Omdia confirms that the industry has crossed a decisive threshold; one that shifts the competitive playing field from growth-at-all-costs to monetization discipline. For senior executives navigating media, advertising, and technology strategy, the implications extend well beyond entertainment. A Historic Revenue Crossover Online video revenue increased 13.5 percent to $176 billion in 2025, while pay-TV revenue declined 4 percent to $170 billion; marking the first time in the industry's history that streaming has surpassed legacy pay-TV in revenue terms. This is not a rounding error or a statistical artifact; it represents the culmination of more than a decade of structural disruption to the traditional broadcast and cable TV model. Global subscriptions to online video services reached 2.24 billion by the ...

The ongoing commitment to spend more on advertising is primarily driven by legacy marketers. The majority of CMOs in these organizations have difficulty embracing progressive methods of market development, such as digital content marketing. They continue to explore new media but stay within their comfort zone. As traditional advertisers witnessed the growth in smartphone use, they've shifted their digital ad spend -- such as display and search advertising -- to focus more on mobile devices. Most types of online advertising growth are now due to mobile internet use, which will overtake online desktop use. Digital Advertising Market Development According to the latest worldwide market study by Juniper Research, the total spend on digital advertising is forecast to reach $520 billion by 2023 -- that's rising from $294 billion in 2019. That's a CAGR of 15 percent over the next 5 years; driven by the adoption of AI-based programmatic advertising to deliver highly targete...

Since the first online banner advert in 1993, advertising on digital platforms has seen significant developments. According to the Interactive Advertising Bureau, in 2013 digital advertising revenues overtook cable TV advertising within the U.S. market. The process by which advertisements reach their target audiences has advanced from being the advertiser and publisher, and now includes a plethora of ecosystem stakeholders in between. That said, it's not an easy task to fully understand the workings behind current digital advertising value networks. There's a significant degree of ongoing consolidation, as operations begin to become siloed. Digital Advertising Market Development According to the latest worldwide market study by Juniper Research, digital advertising spend will grow by an 18 percent compound annual growth rate (CAGR) over the next five years -- rising from $184 billion in 2017 to $420 billion in 2022. This include advertising spend across mobile, desktop,...

When implemented correctly, the potential benefits that Artificial Intelligence (AI) can bring to the digital advertising industry are significant. Enhancing a digital advertising platform's ability to efficiently target the correct audience, while detecting fraudulent publisher activities, would be a huge advantage. According to the latest worldwide market study by Juniper Research, the use of AI for advertising purposes overlaps with the development of other applications. For instance, as bots and digital assistants are mechanisms for human to machine communications, the opposite may also be true -- where the AI machine, aware of the user's interests, can be used as a tool for brand advertising. However, the applications of AI in advertising extends beyond this use case. AI for Advertising Market Development That said, what's primarily driving the demand for AI apps in advertising? The Juniper Research study found that advertisers will lose an estimated $19 billio...

Digital entertainment will continue to evolve in 2017. In the mobile space, online video gaming has changed, with a move away from longer form Role Playing Games (RPG), to shorter games which allow greater interaction with other players. That said, casual games maintain their dominance in this industry. However, there's a significant rise in popularity of titles such as 'Clash Royale' which are competitive, short-form games that also integrate the idea of clans or teams of players. Aided by the adoption of popular franchises onto mobile devices, 2016 has seen strong growth in the number of games accessed on smartphones. Both new, optimized titles -- in terms of engagement and revenue generation -- and reworked classics have proved to be a hit with consumers. Video Game Market Development A new study from Juniper Research has found that revenues from the global digital games market are set to reach the $100 billion milestone by the end of this year. That's an ama...

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, T...

Retailers are adopting a new wave of wireless technologies that could transform the shopping experience in numerous ways. Wireless in-store beacons are a key component of this strategy. These tiny beacon devices broadcast small pieces of information to nearby shoppers via their smartphones, which are enabled to receive the message via a retailer's software app. What's in these messages? Personalized advertising promotions that are targeted at consumers. ABI Research now forecasts that dedicated Bluetooth low energy (BLE) beacon advertising networks will be worth over $2 billion in revenue by 2020. ABI has been studying the use of BLE beacons, audio/ultrasound and LED/VLC for advertising purposes across large third-party networks, Out of Home (OOH) and in-store brand advertising. "What is clear is that BLE beacons are not enough, and already many of the most successful advertising networks are using audio/ultrasound technologies," said Patrick Connolly, principal...

Across the globe, eCommerce is about to enter the next phase of market development. This transition started back in 2013, when the value of mobile and online physical goods sales exceeded $1 trillion for the first time and last year exceeded $1.4 trillion. Based upon the ongoing adoption of smartphones and media tablets, the momentum for growth comes from the rapidly evolving mobile applications sphere -- with the Chinese marketplace, in particular, experiencing stellar increases. According to the latest worldwide market study by Juniper Research, global eRetail sales are expected to reach $1.7 trillion in 2015 -- that's up by more than 17 percent on the 2014 total. While recent growth had been buoyed by factors such as more free public Wi-Fi access and 4G cellular network deployments, the next wave of eRetail growth activity will be enacted by social media companies that use their mobile software apps to enable direct sales to consumers. Juniper observed that leading socia...

The mobile digital marketing channel continues to gain momentum across the globe. The annual worldwide advertising spend on mobile devices is now forecast to reach $105 billion by 2019 -- that's up from an estimated $51 billion this year. According to the latest market study by Juniper Research , this increase in advertising spend is in large part attributable to an attitude shift among major brands and national retailers who are now embracing mobile as a core channel for consumer engagement. Juniper argues that the ability of smartphones to deliver targeted, personalized and timely advertising -- aligned with the media-stacking trends among savvy consumers -- means that mobile advertising offers both high visibility and relatively higher response rates for the big brands. Regional Growth and Other Key Factors The research findings also observes an uplift in advertising spend within the Far East region, fueled by the dramatic adoption of mCommerce retail activity within ...

Ever since the first clickable banner ad was produced in 1993, advertising on digital platforms has evolved. The growth in digital advertising has been aided by several improvements, such as programmatic media and big data. The potential for targeted, personalized advertising -- enabled by new mobile device adoption -- is a key area of interest for digital marketers. Advertising spend on smart watches will reach $68.6 million by 2019, that's up from an estimated $1.5 million this year, according to the latest market study by Juniper Research . The study found that market growth will be fueled by the entrance of high-profile brands, such as Apple, into the smart watch arena, combined with the ongoing mainstream acceptance of wearable technology. Juniper believes that the emergence of an additional mobile screen would stimulate interest among advertisers. However, until a significant user base is reached, most ad-spend is likely to take the form of ad-hoc marketing campaigns. ...

Over-the-Top (OTT) content distribution has been a disruptive force in an otherwise status-quo video entertainment market. As the viewership of traditional linear broadcast TV continues a slow decline in mature markets, advertisers are seeking other ways to reach consumers. Revenue from OTT television program advertising -- that is, commercial advertising placed in full-length TV-quality programming delivered via broadband -- is expected to grow nearly four fold between 2015 and 2020, according to the latest market study by TDG. Their worldwide market study produced what represents the first publicly-available advertising forecast associated exclusively with the delivery of OTT TV content. According to the TDG assessment, the average ad load for a 30-minute legacy linear program will decline by 38 percent between 2014 and 2020, from approximately eight minutes to around five minutes. During the same forecast period, average OTT TV ad loads will increase 63 percent, from 3.2 min...

Imagine that a marketer could reach more than 70 percent of Americans without utilizing traditional mass-media, such as TV or radio. Well, that's the allure of mobile marketing via smartphone apps. We're just beginning to see the full potential of the mobile cloud phenomena in America. The latest market research will reveal the upside opportunity. ComScore released data reporting key trends in the U.S. smartphone industry for December 2014. Apple ranked as the top smartphone manufacturer with 41.6 percent OEM market share in America, while Google Android led as the number one smartphone platform with 53.1 percent platform market share. Facebook continues to rank as the top individual smartphone app, while Google has the lion's share of apps in the top ranking positions. Smartphone OEM Market Share 182 million people in the U.S. owned smartphones (74.9 percent mobile market penetration) during the three months ending in December, up 4 percent since September. Ap...

During the course of 2015, more people will watch broadcast television, pay-TV programming and a variety of other video content on a greater range of consumer electronics devices. The commercial implications of this transition will impact the whole Technology, Media and Telecommunications sectors in numerous ways. In some markets it creates a significant new upside opportunity, in others the incumbent video entertainment service providers will experience subscriber declines. In particular, advertiser supported programming will experience some disruption, as more marketers continue to shift their budgets from traditional broadcast media channels to online digital media. In addition, the growth of connected consumers accessing the internet for the first time -- many enabled by low-cost smartphones and media tablets -- in the Asia-Pacific region will increase the significance of this rapidly emerging consumer marketplace. For the 51 countries covered in the latest worldwide market...

​As the mobile service provider's traditional sources of communications revenues decrease, the move towards 4G LTE enables new potential streams of revenues -- including in-store retail applications, big data analytics, customer experience management (CEM) and personalized advertising. Location-based technologies are at the center of these market developments. According to their latest global market study, ABI Research has considered the applications, industry verticals and technologies that will drive new location-based revenue growth for mobile carriers worldwide. "Location for carriers is no longer about navigation applications. Location will become an essential tool in network optimization and CEM, as we move to LTE, HetNets, and personalized subscriber packages," said  Patrick Connolly, senior analyst at ABI Research . While these advances gives a clear return on investment, ABI says that there is also significant upside on new areas -- such as retail/indoor ...

The transition to digital marketing is still a huge challenge for many legacy marketers, so when they gain access to additional budget they choose to spend it on media that's within their comfort-zone. For those with a traditional media buyer mind-set, that often translates into spending more on television advertising. Global TV advertising expenditure will reach $236 billion in 2020, up by 38 percent ($64 billion) from 2013 and up by 54 percent ($82 billion) on 2010, according to the latest market study by Digital TV Research. Regardless of the relatively poor ROI performance, TV ad spend is expected to grow by 4.0 percent in 2014 for the 55 countries covered in the study -- and that's better than the 2.2 percent recorded in 2013. "Positives for TV advertising in 2014 include World Cup soccer in Brazil and economic improvement in much of Europe. However, not all countries have fully recovered economically. Devaluation is a factor in some markets, such as Venezuela. ...

The mobile marketing channel is gaining momentum in the UK. Why now? Over one in four British consumers owns a media tablet, as advertisers spent a record £6.3 billion in 2013 to reach people via the mobile internet, according to a market study for the Internet Advertising Bureau UK (IAB), conducted by PwC. Over one third (36%) of people accessing the internet are now doing so via their personal tablets, as tablet ownership grew 63% year-on-year from 11.0 million to 17.9 million Britons in February 2014. Almost six in 10 (57%) tablet owners online say it's their go-to device to browse the internet at home. Two-thirds of owners (66%) say it’s easier to go online using a tablet. Almost two-thirds (65%) like to use them while watching TV. Survey data shows that advertising on the internet and mobile phones overall increased, like-for-like, by 15.2% or £853 million to £6.30 billion in 2013 -- that's up from £5.45 billion in 2012. "Digital advertising continues to grow ...

Findings from a worldwide market study by Juniper Research highlights the growing disparity between traffic volumes and revenues in the mobile messaging market. Despite accounting for 75 percent of the traffic -- or 63 trillion messages -- by 2018, Instant Messaging (IM) apps will only generate 2 percent of the mobile messaging market's revenue. It's easy to be distracted by the recent media hype and miss the key significance of this market development opportunity. The service provider revenue from mobile messaging is not the big story here, and neither is the Facebook acquisition of WhatsApp. I believe it's how mobile messaging will transform marketing communications. Let me explain. Impact of Exploding Mobile IM Adoption The findings from the Juniper market study stated that the increasingly high IM traffic volumes are the result of a number of key factors that should be on the radar for all savvy marketers. Chief among those findings is the fact that usage of m...

Mobile payments continue to represent one of the most dynamic and fast-evolving arenas of our connected society. This evolution encompasses what we now buy via the mobile commerce ecosystem, the payment mechanisms we use to buy it and the devices on which we shop for a selected product or service. Juniper Research now forecasts that annual retail payments on mobile handsets and tablets are expected to reach $707 billion by 2018, representing 30 percent of all eRetail by that time. This compares with mobile retail spend of $182 billion in 2013, when mobile accounted for around 15 percent of eRetail. The latest market study by Juniper found that leading retailers were increasingly developing strategies built around mobile, using it as a hub facilitating payment, product discovery and customer retention. As a result, it found that the size and scale of purchases across both smartphones and tablets was increasing strongly. However, for users owning both devices there was a strong tre...

The growing penetration of smartphones and tablets -- which are continually generating data about their user's location, activities and preferences -- means that these smart mobile devices have become a highly valuable advertising channel for savvy marketers. A case in point: in-app mobile advertising spend is forecast to reach $16.9 billion by 2018, that's up from $3.5 billion last year, according to the latest market study by Juniper Research. Growth will be driven by several key factors including improved targeting capabilities, as well as a trend for more effective interactive rich media ads to be deployed in preference to traditional static display advertising. Tablets are Gaining Ground on Smartphones The Juniper study uncovered that while smartphones currently account for approximately 70 percent of in-app advertising spend, the growth in tablet users and usage would propel greater medium-term spending. They also observed that tablet in-app ad spend would be fu...

The growing penetration of smartphones and tablets, and their user's increasing dependency upon these devices -- which are continually generating data about their location, activities and preferences -- means that the mobile device channel has become a highly valuable proposition to all marketers. Juniper Research has found that increased utilization of analytics platforms, allied to the introduction of innovative ad formats and purchasing mechanisms, will push global mobile advertising spend beyond $39 billion in 2018 -- that's up from $13 billion this year. Findings from their latest global market study highlighted the opportunities offered by targeted in-app advertising, citing the dramatic success of monetizing native applications over the past year. Mobile now contributes 41 percent to Facebook's overall advertising revenue. Facebook recently announced that it is going to begin rolling out video ads -- a move illustrative of the wider industry trend for interact...