MarketLine Blog

Posts tagged to Advertising

Digital advertising will spur strong industry growth through to 2021, says MarketLine


The global advertising industry registered healthy growth in 2016, contributing to a compound annual growth rate (CAGR) of 3% for the 2012 – 2016 period, according to research firm MarketLine. The company’s latest report states that the US continued to be the largest region in terms of value, accounting for 41.3% of the global market. Despite being home to some of the largest economies in the world, Europe only achieved 22.1%, less than Asia-Pacific, which accounted for 26.8%. Nicholas Wyatt, Project Leader for MarketLine, explains: “The global advertising sector has… Read more

BT Sport and UEFA: Poor European football viewing figures continue to cause concern


BT turned up the pressure on its rival Sky in November 2013 when it announced that it had acquired the rights to become the exclusive UK broadcaster of the UEFA Champions League from 2015. The Champions League is the pinnacle of European club football and the presence of clubs such as FC Barcelona, Bayern Munich, Manchester United, and Real Madrid ensures that there is great global interest. The competitions final is now the worlds most-watched sporting event, attracting a global TV audience of around 180 million in 2015. By way… Read more

Despite the doom mongers, the media industry finds itself in generally rude health


Across the 2009-2013 period, the global media industry has continued to find room to grow despite the ever looming spectre of the financial crisis. The advertising sector has been particularly susceptible to austerity as companies have continued to cast a critical eye across their costs, looking to wield the dreaded “cutback” scissors, asking themselves “do we really need to spend X amount on advertising when we can do a lot of it in-house?” Cue that competitive threat to seemingly every industry on the planet, Google and its AdWords service, not… Read more

BlackBerry: clinging onto consumers through BBM


BlackBerry’s dire financial results have dominated headlines over the past year, leading to speculation about its future as a business. BlackBerry 10, its latest operating system, has failed to recapture the consumer market, and recent rumors of the company exiting the hardware market, have been circulating. Although it appears that BlackBerry has lost the consumer hardware battle to Apple and Google, there remains one artifact of its original popularity: BBM. As discussed in the MarketLine Case Study, BlackBerry Limited: Does it have a future in the consumer market?, BlackBerry is… Read more

Is online social gaming a viable CPG marketing opportunity?


Online social gaming has been one of the key growth stories of 2010, with millions of people worldwide driving multimillion dollar valuations for games such as Farmville and Angry Birds. Consumer packaged goods (CPG) companies are becoming increasingly skilled at using online social media to promote their products, but most have not yet fully exploited the potential in online social gaming. There are opportunities both in sponsorship of existing mass-market social games, and in creating brand-focused games to develop social media strategies and drive consumer engagement. CPG companies have so… Read more