Death of tv
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TV advertising: unassailable, or vulnerable? Mobile Ads threaten to take massive amounts of share from TV and all other forms of traditional media.
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This document contains data on TV viewing habits, mobile phone penetration rates, multi-screen device ownership, mobile video viewing, and brand recall from TV and web ads in several Southeast Asian countries from 2010-2013. Daily TV viewing times in Singapore decreased from over 3 hours in 2010 to just over 2 hours in 2013. South East Asia's mobile phone penetration rates increased substantially over this period, exceeding 100% in some countries. Multi-screen device ownership is highest in Singapore at over 70%. Indonesia and Philippines have the highest percentages of mobile time spent on video viewing at 38% and 37%, respectively.
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Death of tv
- 1. The Death of TV
- 2. “The Internet is disrupting every media industry. People can complain about that, but complaining is not a strategy.”
- 15. 2012A 2013A 2014A 2015E 2016E 2017E 2018E Google 52.6% 49.3% 46.8% 44.0% 42.0% 39.0% 35.0% Facebook 5.4% 17.5% 21.7% 23.0% 25.0% 27.0% 27.0% Twitter 1.5% 2.4% 2.6% 2.8% 3.0% 3.1% 3.2% Pandora 2.6% 2.1% 1.7% 1.7% 1.7% 1.7% 1.7% YP 2.9% 2.1% 1.7% 1.5% 1.3% 1.1% 0.9% Millennial Media 0.8% 0.8% 0.7% 0.6% 0.5% 0.4% 0.3% Other 34.2% 25.8% 24.9% 26.4% 26.5% 27.7% 31.9% Mobile Internet Ad Spending Share, 2012-2018
Editor's Notes
- LA vs the comet
- Jeff Bezos
- CHANGE! Wow. Buffett said local newspapers were the perfect business, local monopolies.
- Massive change in share of ads. TV strong. Internet gains 10 pts to 25, will catch TV some day. Papers lost 17 to 11, magazines 11 to 6.7. Yellow pages 7 to 2.9.
- Advertisers are behind…
- Kraft’s entire new marketing plan is to shift away from TV broadcast.
- McCormick, an old-fashioned spice company, even recognizes this trend. Digital will be 40% of spend.
- Massive change in share of ads. TV strong. Internet gains 10 pts to 25, will catch TV some day. Papers lost 17 to 11, magazines 11 to 6.7. Yellow pages 7 to 2.9.
- HUGE market out of nowhere- this was zero in 2007. A decade later, it will rival newspapers.
- Projections are mine- Actuals are based on reported numbers.
- Stunning dominance of what will be a $94B market by just two companies! GOOG, FB have 68% share, up from 57%, mainly due to the ascent of FB. These two companies have 68% share (and growing) of a market that is tripling over the next 4 years. The rapid pace at which mobile has taken over the company’s ad revenue share indicates Facebook’s mobile future. In 2012, only 11% of Facebook’s net ad revenues worldwide came from mobile, and last year, that figure jumped to 45.1%. In 2014, eMarketer estimates that mobile will account for 63.4% of Facebook’s net digital ad revenues. Mobile accounted for 23.1% of Google’s net ad revenues worldwide in 2013, and eMarketer estimates this share will increase to 33.8% this year.