<ul><li><keyword id="10357533" type="UNKNOWN" weightage="20" keywordseo="warc-global-advertising-trends">WARC Global Advertising Trends</keyword>: State of The Industry 2020/21 has revealed that <keyword id="10357535" type="UNKNOWN" weightage="20" keywordseo="global-advertising-spend">global advertising spend</keyword> is on course to fall by 10.2% – $63.4 billion – to $557.3 billion in 2020.</li><li>It also states that it will take at least 2 years for the global ad market to fully recover. </li><li>A forecast 6.7% rise in 2021 will only recoup 59% of 2020’s losses; the market would need to grow by 4.4% in 2022 to match 2019’s peak of $620.6bn.</li></ul>Global advertising spend is on course to fall by 10.2% – $63.4bn – to $557.3bn in 2020, <keyword id="10357534" type="COMPANY" weightage="20" keywordseo="warc-data">WARC Data</keyword> predicts, as <keyword id="574532" type="PERSON" weightage="20" keywordseo="traditional-media">traditional media</keyword> have their worst year on record.<br /><br />The details are set out in a new report, WARC Global Advertising Trends: State of The Industry 2020/21, which says it will take at least two years for the global ad market to fully recover. A forecast 6.7% rise in 2021 will only recoup 59% of 2020’s losses; the market would need to grow by 4.4% in 2022 to match 2019’s peak of $620.6bn.<br /><br />“2020 was the most hostile year for the advertising economy ever seen in our 40 years of market monitoring,” says <keyword id="1567819" type="PERSON" weightage="20" keywordseo="James-McDonald">James McDonald</keyword>, Head of Data Content, WARC, and author of the research. “Some platforms – such as e-commerce and social properties – have emerged relatively unscathed, but the vast majority of the media landscape has witnessed a severe material impact.<br /><br />“An immediate bounce back is not on the horizon,” he adds. “Rising unemployment is set to depress consumption demand well into next year, and though the prospect of a vaccination programme offers cause for optimism among consumers and businesses, it may only be a waypoint in a recovery that stretches years.”<br /><br /><strong>Trends by product category</strong><br /><br />Automotive will see the greatest fall in absolute spending in 2020, losing £11bn, travel &amp; tourism the biggest proportional fall at -33.8%. All product categories are set to increase advertising investment next year, but only three sectors – telecoms &amp; utilities (+10.6%), media &amp; publishing (+8.4%) and business &amp; industrial (+5.3%) – will top their 2019 total.<br /><br />  <div type="image" title="1" msid="79493789" hostid="261"></div><br /><strong>Telecoms &amp; utilities: </strong>down 2.9% ($2.1bn) to $70.4bn before increasing +10.6% in 2021. Online spend is forecast to grow by 5.6% in 2020 with this accelerating to 11.5% next year. Although all traditional media will see higher investment in 2021, these levels will remain below 2019 spend.<br /><br /><strong>Media &amp; publishing:</strong> down 4.6% ($3.2bn) to $65.9bn. But advertising spend from media brands to grow 8.4% in 2021 and top $70bn worldwide for the first time. TV advertising is expected to see the softest decline among traditional media this year (down 10.9% to $16.1bn) but is also forecast to see a 1.4% contraction next year.<br /><br /><strong>Business &amp; industrial:</strong> down 2.7% ($1.7bn) to $60.8bn, the softest rate of decline among all categories. Growth of 5.3% projected for next year means 2021’s investment will be only 2.5% higher than in 2019.<br />Retail: down 16.2% ($10.5bn) to $54.3bn, with only an increase of 5.9% projected for 2021. Online spend is expected to drop 3.4% in 2020 but see 6.9% growth next year.<br /><br /><strong>Automotive:</strong> down 21.2% ($11.0bn) to $41.1bn in 2020 but forecast to see double-digit growth of 14.1% in 2021. <br />Travel &amp; tourism: down 33.8% ($8.4bn) to $16.4bn, but projected to be one of the fastest-growing sectors in 2021 at +19.5%.<br /><strong><br />Trends by media and format</strong><br />  <div type="image" title="2" msid="79493865" hostid="261"></div><strong><br />Linear TV: </strong>down 16.1% ($29.9bn) to $155.6bn. Despite a fillip from presidential campaign spending, the US TV market – the world’s largest – still fell by a tenth this year to $54.4bn. Globally, TV adspend is expected to rise by just 1.1% in 2021, leaving the market 15.2% lower than its pre-COVID total in 2019.<br /><br /><strong>Out of home:</strong> down 27.3% ($11.3bn). OOH is forecast to be the second-fastest growing medium in 2021, with adspend rising by a fifth (20.2%), though a total of $36.3bn will be 12.7% lower than in 2019.<br /><br /><strong>Cinema:</strong> down by almost a half in 2020, but will lead 2021 growth with a 41.2% rise.<br /><strong>Linear radio: </strong>down 18.4% ($5.9bn). A modest 4.6% in 2021 will leave spending 14.7% lower than in 2019.<br /><br /><strong>Newspapers:</strong> down 25.5% ($9.8bn) – this is the worst performance for newspapers in more than 40 years, and the market is expected to be largely flat (-0.4%) in 2021.<br /><br /><strong>Magazines: </strong>down 25.4% ($4.0bn), with a similar level of investment forecast next year.<br /><br /><strong>Social media</strong>: up 9.3% to $98.3bn and projected to rise 12.2% in 2021, pushing the market to a value of $110.3bn, almost a fifth (18.6%) of all advertising spend.<br /><strong>Online video:</strong> up 7.9% to $52.7bn and expected to be the fastest-growing format in 2021, with spend up by 12.8%.<br /><br /><strong>Paid search:</strong> down 1.9% but forecast to grow 7.0% in 2021 – pushing the market to $130.6bn, or more than a fifth (22.0%) of all advertising spend.<br /><br /><strong>Trends by region</strong><br /><strong><br />North America:</strong> down 4.3% ($9.9bn) to $221.0bn. The region will see spend rise by 3.8% next year, with the US recouping 89% of 2020’s losses.<br /><br /><strong>Asia-Pacific:</strong> down 9.7% ($18.8bn) to $174.4bn, before rising 8.5% in 2021: China +7.7%, Japan +10.2%, Australia +13.2%, India +14.2%.<br /><br /><strong>Europe:</strong> down 14.5% ($21.5bn) to $127.0bn but forecast to grow 10.2% in 2021, recovering 60% of 2020’s losses: UK +14.7%, Germany +9.0%, Spain +12.5%, France +7.1%, Italy +11.3%, Russia +6.8%.<br /><br /><strong>Latin America:</strong> down 32.3% in 2020, led by a sharp 43.2% decline in Brazil (though this is inflated by a sharp devaluation of the Brazilian Real against the US dollar). Spend is expected to be flat in Latin America next year.<br /><br /><strong>Middle East:</strong> down 20.2% ($2.9bn) to $11.3bn in 2020, as oil-rich economies suffer from falling commodity prices. Growth of 7.0% is forecast for next year.<br /><br /> down 23.3% to $5.0bn this year, with a slight 2.1% rise expected in 2021 as key markets start to recover from sustained recessions.<br />

It will take the global ad market at least two years to fully recover from COVID-19: WARC

WPP hits its 2023 revenue target in 2021

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5daf6664cc4a0a603439ff07-1200/top people in marketing tech 2x1.png" border="0" alt="top people in marketing tech 2x1" data-mce-source="Shopify; Oracle Data Cloud; Foursquare; Braze; Ruobing Su/Business Insider" /><p class="source"><span>Shopify; Oracle Data Cloud; Foursquare; Braze; Ruobing Su/Business Insider</span></p><p class="caption">Shopify's Michael Perry, Oracle Data Cloud's Mollie Spilman, Foursquare's Jeff Glueck, Braze's Sara Spivey.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong>From cloud giants to small startups, tech firms are capitalizing on marketing technology - a market pegged to make $100 billion this year.</strong></li><li><strong>Business Insider has rounded up 22 top executives leading "martech" companies.</strong></li><li><strong>Our list reflects the array of companies that specialize in measurement, e-commerce, and data.</strong></li><li><strong><a href="https://www.businessinsider.com/prime?module=article&amp;area=summarymary">Click here for more BI Prime stories</a>.</strong></li></ul><p>Cloud giants are making <a href="https://www.businessinsider.com/insiders-shocked-adobe-multi-billion-dollar-price-acquire-marketo-2018-9">billion-dollar bets</a> to build out marketing-tech stacks that crunch reams of data and promise marketers the ability to measure everything from how many people bought something after looking at an email promotion to the exact time that website traffic spiked.</p><p>And they can tell advertisers whether any of the paid <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> they're running worked in getting people to shop.</p><p>At the same time, a new crop of smaller and established startups are trying to fend off the cloud giants with tools that help marketers measure data and prepare for privacy laws like Europe's GDPR and the coming California Consumer Privacy Act.</p><p>The opportunity for "martech" companies is lucrative. According to research firm Warc, <a href="https://www.warc.com/content/paywall/article/Martech_2019_and_beyond/123532">marketers will spend $100 billion</a> on marketing technology this year.</p><p>Business Insider recognizes 22 of the executives leading the charge at marketing-tech firms. Each year we publish a <a href="https://www.businessinsider.com/most-intriguing-adtech-martech-startups-2018-11">list of the hottest adtech and martech companies</a>. This time we're separating the two categories to reflect the growing number of companies that marketers work with. (We'll publish the adtech list later this year.)</p><h2><strong>Methodology</strong></h2><p>To pick the finalists, we used a mix of our reporting and some 60 nominations from readers. We included established companies as well as startups.</p><p>We also aimed to put together a diverse group of people, both in the range of titles and responsibilities and in the challenges they're facing. They include measuring marketing spend and preparing for privacy regulation.</p><p>The rise of Amazon is reflected in this list too. Retailers are increasingly balancing selling their products on Amazon and their own e-commerce sites, and several companies highlighted help retailers navigate issues like fake reviews, logistics, and <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>.</p><p>Here are the 22 martech executives to know, listed alphabetically.</p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/40-big-tech-predictions-for-2019?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=amazon&amp;itm_campaign=40-big-tech-predictions-for-2019-3"><img src="https://static.businessinsider.com/image/5d5ecdddad2b472c89086704" alt="Exclusive FREE Slide Deck: 40 Big Tech Predictions for 2019 by Business Insider Intelligence" border="0" style="width: 100% !important" /></a></p>

Meet 22 of the most important executives shaping the future of marketing technology

<ul><li>In this new year, we want to crystal gaze into what the year has in store for the industry.</li><li>In today's feature, we talk to experts from the out-of-home industry who give us a sense of what one should expect from the <keyword id="2014281" type="ORGANIZATION" weightage="20" keywordseo="OOH">OOH</keyword> industry in 2021.</li></ul>The Covid-19 induced lockdown last year hit the out-of-home industry hard. With people not venturing out for weeks, billboards across the country were left empty. April, May and June almost witnessed zero business. <br /><br /> However, as the country started opening up, advertisers started coming back to the medium, slowly but steadily. <br /><br /> The festive season, while holding a lot of expectations, did not see the kind of enthusiasm from advertisers as was expected. Everyone was in the ‘let’s-wait-and-watch’ phase, with brands being cautious of spending too much on advertising.<br /><br /> However, now despite the virus still being around, people are out and about. And with vaccines soon expected to hit the markets, things will only look up from here. And with increasing mobility with each passing day, one can only hope for things to keep improving. While we might still be some time away from a complete recovery, the process has already started.<br /><br /> Segments like OTT, real estate and FMCG have always been big spenders on the medium and with people slowly resuming travel, more and more advertisers are coming back too. <br /><br /> It is also expected that 2021 could finally see the boost that Digital OOH has been waiting for in India. We reached out to experts from the OOH ecosystem to understand their expectations from 2021 and here’ s what they had to say.<br /><br /> <b><keyword id="939652" type="PERSON" weightage="20" keywordseo="Noomi-Mehta">Noomi Mehta</keyword>, Chairman &amp; MD, <keyword id="3910022" type="COMPANY" weightage="20" keywordseo="selvel">Selvel</keyword> One</b><br /><br />  <div type="image" title="Noomi-Mehta" msid="80170862" hostid="261"></div><br /> 2021 will be a defining year because the classic form of OOH will not rebound to the extent that we hope it to. I don’t think the normal hoardings across the country are going to be filled, they won’t get the level of occupancy we are looking for. The shift towards digital is extremely clear to me now. Clients are moving their monies to digital not because of any particular reason but because it is one medium that gives them the most accountability where it is possible to measure and trace the actual performance vis-à-vis the money spent. The same is going to happen to outdoor, which is why the recent initiatives we’re taking, to establish a common currency of measurement, is going to be of paramount importance as we move ahead and will lead the way forward. If we’re able to achieve this by the second half of the year, outdoor as a medium will take off definitely. <br /><br /> <b><keyword id="2406965" type="PERSON" weightage="20" keywordseo="Atul-Shrivastava">Atul Shrivastava</keyword>, CEO, <keyword id="2911687" type="PERSON" weightage="20" keywordseo="Laqshya-Media-Group">Laqshya Media Group</keyword></b><br /><br />   <div type="image" title="Atul Shrivastava - Group CEO - Laqshya Media Group" msid="80170929" hostid="261"></div><br />The OTT platforms have seen a huge spike in users over the last several months. As the pandemic is slowing down in India, these platforms will invest in both content and the advertising of the content to keep the growth rates up. As per the available data, the unprecedented rise in subscribers in the first half of the year is gradually slowing down. With 60-70% growth witnessed around May, figures for monthly subscriber rise have now reached around 20%. The subscription war is imminent and the platforms must use smart advertising to make their respective brands stronger.<br /><br /> The unique suitability of OOH to the digital platforms business has received a lot of business and academic attention – and we expect a lot of the ‘conventional' brands to learn from the experience of OTT platforms. It is because of this compatibility between OTT and OOH that we dominated the promotion of shows on OTT Platforms over the last couple of years. Post the lockdown, OOH came back with a bang. Most visible campaigns were launched by ZEE5 and a few others. Important to note is that India's homegrown platforms, too, have emerged as strong players in OTT category and as leaders in the smart use of OOH media.<br /><br /> As per the recent WARC Report, OOH is globally forecast to be the second-fastest growing medium in 2021, with ad spend rising by a fifth (20.2%). We expect this rally to happen in India as well.<br /><br /> <b><keyword id="6814809" type="UNKNOWN" weightage="20" keywordseo="Aman-Nanda">Aman Nanda</keyword>, Chief Strategy Officer, <keyword id="2015316" type="PERSON" weightage="20" keywordseo="Times-OOH">Times OOH</keyword></b><br /><br />  <div type="image" title="Aman Nanda" msid="80171052" hostid="261"></div><br /> The year 2020 has reaffirmed our faith in the power and impact of OOH media to drive audience sentiment at scale. New categories such as OTT entertainment, online education and hygiene products emerged as the biggest spenders, and OOH spends have shifted from business districts to residential areas, as people are spending more time around their own neighborhoods. The pandemic has also sprung fledgeling remote client relationships, and our team has adapted to remotely working to deliver the best OOH solutions to our esteemed clients across India.<br /><br /> <b>Ajay Mehta, Founder and MD, Interactive Television (iTV) and MD, Kinetic India</b><br /><br />  <div type="image" title="Ajay Mehta, Managing Director of Cinema (ITV) and OOH (Kinetic)" msid="80171113" hostid="261"></div><br /> 2021 will be a watershed year for the OOH Industry. From the lows experienced by the industry amidst the lockdown, the industry will start rising aggressively and will clock an extremely high growth rate. This will be on the back of multiple factors including normalising of people <keyword id="1058872" type="UNKNOWN" weightage="20" keywordseo="out-of-home">out of home</keyword>, to new touchpoints to demand from OOH heavy categories like Auto and OOH.<br /><br /> While people interpret the Out of Home Industry as a medium that lacks data points and measurement, the fact is that some of us from the Industry have used the time during the pandemic to create several tools and initiatives which use multiple data points to enable advertisers to plan, execute and measure their investments based on deep insights. 2020 has just been the start of this and I see this trend sustaining and gaining traction in 2021. This year will also see new touchpoints coming into the limelight and programmatic and Digital Out of Home will drive this.<br /><br /> Lastly OOH is an impact medium and to achieve the same, we see advertisers demanding more innovative solutions to achieve the same.<br /><br /> <b>Fabian Trevor Cowan, Country Head, Posterscope India<br /></b><br />  <div type="image" title="Fabian Cowan Picture" msid="80171199" hostid="261"></div><br /> <i>Every season has its lipstick trend and just because your perfect color is a pinky beige, that doesn’t mean you can’t wear deep burgundy</i> - <strong>Bobby Brown<br /></strong><br /> This quote pretty much supports my take on the OOH trends for 2021. For the last 230 plus years of its supposed official existence, the OOH medium has witnessed many trends but has always maintained and reinforced its core survival traits of high visibility, high impact and high contextual capabilities. This will continue to be its core growth areas in the future as well.<br /><br /> 5 trends that will only help reinforce these attributes will be ‘increased bandwidth speeds’ on the back of the 5G possibility, which will aid DOOH solutions. Usage and inclusions of ‘Diversified data-sets’ will become the norm rather than an exception in planning for OOH. ‘Automated’ platforms’ will be the natural progression for DOOH networks. ‘Tech collaborations’ will come to the fore to enhance the DOOH solutions, making them more realistic and impactful and lastly ‘OOH with a purpose’ will be the underlying premise for all brand communications in 2021 given that a post-pandemic world will seek more meaningful communications from brands.<br />

OOH: What 2021 has in store for the outdoor industry

<ul><li>If an industry can flourish during a global pandemic and one of the worst economic crises we had to face, it can survive through any challenges that come in its way.</li><li>Digital media has proven time and again how integral it is to the advertising industry’s survival and growth.</li><li>However, every year brings with it a set of challenges different from the previous one. So, in our second year-ender, we look at digital marketing, its growth trajectory and look at what lies ahead.</li><li>Experts are optimistic that 2022 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques.</li></ul>The digital marketing industry in India not only managed to weather the pandemic’s impact but also flourished gracefully in 2020. It accelerated at an unbelievable speed, exceeding all predictions and expectations. Brands were quick to adapt, pivoting aggressively from traditional mediums to invest in digital. Digital media became one of the most effective mediums to reach out to people locked inside their houses and stuck to their phone and tablet screens. This trend of increased smartphone consumption is only expected to amplify as more people, especially in Tier II and III cities, engage more digitally and make purchase decisions through websites, apps, social media platforms. Apps have undoubtedly become the most popular destination for consumers and marketers are capitalizing on this trend to engage with them. As per GroupM’s TYNY report, global digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019. Zenith also estimates that global adspend will reach $705 billion in 2021, up from $634 billion in 2019, and will rise to $873 billion by 2024.<br /><br />Digital marketing in India is also at the cusp of a massive revolution as brands explore options beyond <keyword id="640850" type="General" weightage="20" keywordseo="social-media-marketing" source="Orion">social media marketing</keyword> within the digital ecosystem and look to expand their presence across regional markets. RedSeer predicts that India’s digital ad expenditure will grow 10 times over the next decade and will likely account for 70-85% of the total ad market, which currently stands at 33%. It is expected to touch $25-35 billion by 2030 from $3 billion in 2020. So, without a doubt, digital marketing is the future of advertising and the only way brands can grow is by harnessing various digital tools. <br /><br />From buying medicine to groceries or shopping for a wedding, many consumers who would otherwise prefer to browse and purchase in person, have moved to online shopping due to the limitations that the pandemic threw at them. This quick change in consumer behaviour, accelerated by the pandemic, gave a push to e-commerce, performance marketing, augmented reality, mobile marketing, digital animation, video content, voice search, audio advertising and influencer marketing. In this last year, Instagram has also moved beyond just a discovery platform and influencer-led commerce has arrived earlier than expected. According to WARC, Instagram grew to become the largest social media platform globally in 2021 after overtaking the core Facebook platform for the first time. Instagram is forecast to grow to control over a third of the global social media market in 2023. Apart from social commerce, Instagram’s parent company’s Metaverse was the hot topic and trailblazer of 2021. In 2022, more brands will prepare for the next phase of the internet, include Metaverse in their marketing strategy and experiment with AR and VR. <br /><br />As we enter a new year and it brings a new set of challenges, different from the previous one, we speak to digital marketing experts, discuss the industry’s growth trajectory and look at what lies ahead. Here’s what experts had to say about digital marketing’s future in India:<br /><br /><strong>Neena Dasgupta, CEO and Director, Zirca Digital Solutions:</strong><br /><br />The dominant trend that seems imminent and set to grow is the cross media measurement. The customer connect is critical given the significant shift in consumption patterns. Understanding the impact of the mediums and planning connect basis that is an inevitability. This would require customer segmentation by cohorts, enablement of linking these cohorts between brand and publisher (any medium) and tracking response and measuring attribution using data integration at a CRM level. The entire system is data and tech driven supported by psychometric tools for the purpose of cohort creation and mapping. All in real time. <br /><br />Single source panel is the need of the hour. And there are multiple measurement organisations working together on this. More importantly it’s critical that a brand understands trading needs to be made more efficient by enabling customer segmentation in real time that can be activated using programmatic means, also in real time. The data pool and nodes will take some time to build as in any data led ML, and eventually it’s data science and creativity at work to engage prospects. <br /><br /><strong>Harshil Karia, Co-founder and Managing Director, Schbang:</strong><br /><br />I think two big trends will dominate marketing:<br /><br />1) More and more brands using a combination of technology to enrich what they do at last mile conversion, data management, and using the marketing data as signals to business and sales teams more effectively. Expect more martech being deployed. And expect more people to learn martech and it's capabilities and the ability to learn and unlearn the same. <br /><br />2) The use of automation will start to affect creativity. One ad can be delivered in a 100 ways using video Ai and voice. One copy can be written in many ways customised to context. The writers to can work well with an Ai and make it their friend will do well. An Ai works as well as the instructional data it recieves. <br /><br />The factor that will help drive this is increased demands from CEOs to integrate the marketing function into large scale business processes and have the vision to see the value it can unlock - a push but also some patience. The automation allows marketing to now affect at scale far more parts of the organisation than they already have. Marketers and creators will do well to be curious and have a learn it all attitude while knowing and deepening their craft on copy and design." <br /><br /><strong>Prashant Puri, Co-Founder &amp; CEO, AdLift:</strong><br /><br />We’re entering the organic first age where prioritizing organic search becomes paramount. We see content playing a vital role here, be it optimizing for voice search or improving user experience via engaging content across all brand touchpoint.<br /><br />We estimate influencer marketing spends to catapult to $150 to $225 in 2022 with brands doubling down on influencer led marketing campaigns across nano, micro and macro influencers - capturing 7 to 9% of overall digital marketing spends in India.<br /><br /><strong>Chandni Shah, Founder and COO, Kinnect:<br /><br /></strong>The one trend I see dominating 2022 is Social Commerce. The e-commerce industry experienced accelerated growth with the pandemic, and social commerce emerged as the 'flavour of the year'. Social media platforms too joined the bandwagon and introduced features and tools to enhance the consumer journey - from product discovery to purchasing them on/through the platform itself. <br /><br />Covid-19 pandemic in 2020 contributed significantly to the new era of online social retail. In 2020, Facebook introduced Instagram shops, integrating e-commerce and the world's most popular social media platform. In the Covid-19 pandemic, the worldwide social commerce market is anticipated to increase at a whopping <a href="https://www.researchandmarkets.com/reports/5140143/social-commerce-global-market-trajectory-and?utm_source=GNOM&amp;utm_medium=PressRelease&amp;utm_code=rm7g2f&amp;utm_campaign=1434938+-+Global+Social+Commerce+Market+Worth+%24604.5+Billion+by+2027+-+COVID-19+Updated&amp;utm_exec=joca220prd" target="_blank">31.4</a><u>%</u>. By 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post-Covid-19 reality. Combining e-commerce with social media can be highly valuable; it allows consumers to look for brands via social media platforms and search for products they wouldn't usually look for on an e-commerce website. Brand hunt, influencers, and mobile payments are examples of social commerce in action. Thanks to AI, marketers can now gather real-time data on consumers and transform it into actionable insights. <br /><br />The upcoming year will see more users turn into buyers and make purchases through social commerce. Brands that haven't explored the opportunity yet will be quick to jump onto this trend. To sum this up, the shorter the buyers' journey will be, the lesser chance of them abandoning products in their cart. <br /><br /><strong>Hareesh Tibrewala Joint CEO of Mirum India:</strong> <br /><br />Covid has taught us that every business, big or small, B2B or B2C, irrespective of the category -- needs to have a way of reaching out to the consumers online, be able to showcase ones products and services, collect payment and make delivery. We will see e-commerce driving investments in the area of technology, content creation and media. We will see continued expansion of market places as well as emergence of D2C brands. Within ecommerce we will see movement towards voice-based ordering as well as conversational commerce<br /><br /><strong>Harsh Shah, EVP, Business- North and West, Dentsu Webchutney:</strong><br /><br />2022 is going to be the year of alternate digital realities. Yes, the metaverse! That moment in time where our digital life seamlessly co-exists with our physical life. That year, where our virtual possessions are of as much worth as our real-life possessions. Bank accounts and crypto wallets. Art works and NFTs. One of the key outlooks for brands should be to see how they can use 2022 to prep themselves to be not only present in the metaverse but also for immersive storytelling.<br /><br />With growing interest in the concept and it being part of popular culture, will accelerate adoption. It will outgrow the internet in adoption. Also, with 5G hitting the market, it can act as a great platform to drive that initial burst of growth.<br /><br /><strong>Shradha Agarwal, COO and Strategy Head- Grapes:</strong><br /><br />In my opinion, AI will play a crucial role in the digital marketing ecosphere. We have witnessed that from data collection to geo-fencing, AI has been helping businesses grow extensively. The technology comes with such a great combination that it has been used widely in certain aspects such as content creation, chatbots and search engines.<br /><br />Sectors like retail, e-commerce, banking, healthcare, gaming and others are already backed upon on artificial intelligence as it helps them recognize consumer behaviour, search patterns and it also helps businesses understand how customers find their products and services. In the coming time, we would see many others sectors trying their hands on the tool marketers want good sales and better ROI through their marketing strategy. Therefore, AI applications can predict what customers are likely to buy in the future based on their past purchases and browsing history. With this approach, it becomes easier for them to target their users.<br /><br />Also, AI use is becoming of utmost importance for those companies whose business depends on smartphones and drive sales through social media. Hence, AI as a market will grow exponentially.<br /><br /><strong>Raman Mittal, CMO and Co-Founder, TO THE NEW:</strong><br /><br />I believe the dominant trend of 2022 will be Contextual Targeting.<br />Contextual targeting isn’t something new, but for a while it was in the shadows because it’s performance was lower than Behavioral Targeting that used cookies.<br /><br />But in this cookie-less world, the modes of serving personalized ads to the audience have shrunk and marketers are moving back to contextual targeting. Whether it is category, keyword, or semantic contextual targeting, it will be exciting to see future developments in this arena.<br /><br /><strong>Mohit Gyanchandani, Head, media planning and growth, DCMN India:</strong><br /><br />For several years, the marketing industry has witnessed an ongoing contest between performance and brand marketing in terms of budget, resources and impact. But in 2022, we predict that the old dichotomy between the two will become increasingly blurred. This is in part due to the impact of COVID on businesses. After a volatile 18 months, many organisations are re-evaluating their goals and moulding themselves to survive and thrive in this new economy. Above all, companies know that to succeed, they need to build brand salience.<br /><br />We’re already seeing that for many of our clients, it’s not simply about brand versus performance anymore: the two need to work in tandem. That means bringing both sides of marketing even closer together and building fully integrated, 360 degree campaigns that power growth and build brand recognition across online and offline channels. Marketers will also start looking at results more holistically. Instead of just looking at one specific channel and its impact on direct KPIs, they will look at results through a broader lens: for example, the impact that a TV campaign might have on digital channels like search or retargeting.<br /><br />This doesn’t mean that pure performance-driven campaigns are going away completely. The best approach for a brand will always depend on the company’s stage of growth and their overall marketing goals. But for companies looking to scale, taking a fully integrated approach will be key to achieving cut-through in an increasingly competitive industry."<br /><br /><strong>Ankur Gattani, VP - Growth and Marketing, WebEngage around MarTech:</strong><br /><br />Majority of Indian organizations have been using a mix bag of first-party (1P) and third-party (3P) data for marketing and advertising. However, the usage and impact of 1P data are expected to amplify in 2022 in a big way. This trend will dominantly be driven by the legal framework that will prohibit the usage of 3P data and force the adoption for 1P.<br /><br />Organisations like Amazon and Netflix have spoilt the customers with their personalisation mechanisms. What this means is that customers expect personalisation from the websites and apps that they visit. Marketeers will have to make optimal use of data and analytics to bring that level of experience for their customers.<br /><br />Reports suggest that over 80% of marketeers see benefits in leveraging consumer data for marketing. At WebEngage, we work 100% on 1P customer data and we believe this trend will not only help our clients engage with consumers in a meaningful manner but also improve their business ROI.<br /><br /><strong>Shivani Kamdar - Associate Creative Director, SoCheers:<br /></strong><br />2020 &amp; 2021 showed us how content is still the centrepiece of every marketing communication and how brands went the extra mile to establish a better connection with their audience. The coming year is going to be no different, in fact "Localisation of Content" is the need of the hour. A marketing technique for product promotion leveraging the local culture of the target areas by studying their preference, likes, dislikes. The customer begins to relate with the content at a subconscious level which in turn not only helps aid their purchase decision but in the long run, also helps forge a better recall for the brand.<br /><br />One of the key factors that will help drive this trend home is ground research - an intense focus on understanding the consumer intent by renewing SEO efforts. The other is the medium of communication. Building the right story is not enough; finding the most compelling way to sell it will do just the right thing. Will that copy be more relatable as a video or will adding audio to this help enhance the user experience? Consumers are craving interactive, consumable, entertaining content be it on mobile or across social channels; question is, will you give it to them?<br /><br /><strong>Dia Kirpalani, VP, Head of Strategy, Blink Digital:</strong><br /><br />As we move into 2022 and beyond, we believe that both marketers and consumers will increasingly seek a clearly demonstrable line to value.<br /><br />To achieve this, marketers will need to harness the ability of end-to-end measurement, with an eye on their north star metric. India is moving online more than ever. With everything from shoppable content on social media, to conversational commerce bringing India's smaller towns further into the fold, this measurement is progressively important to assess where and how to communicate.<br />Meanwhile, consumers will seek value and authenticity from their brands. Brands that win consumers' hearts will meet consumers where they are with content that has real relevance, whether they access it through voice, video or vernacular. Brands will need to also provide consumers an exceedingly easy content consumption or shopping experience through hiccup-free, friendly interfaces. Importantly, content will also need to authentically reflect evolving consumer values, and this will help determine what brands should communicate. For brands looking to scale up further, this combination of multiple elements is what will ultimately drive value.<br /><br /><strong>Rahul Nanwani, Co-founder &amp; CEO of ImageKit:</strong><br /><br />It is predicted that globally, 82% of consumer web traffic in 2022 would be from videos. With India’s video market set to touch $18 billion by 2026, it will soon play a dominant role in digital marketing as well. Short-form videos have already attracted the attention of many Indians and the market is predicted to reach 650 million users by 2025. Thus, if brands need to reach a wider audience in the coming year, they need to utilize tools that will maximize their outreach through videos. Video optimization and media management tools help improve internal collaboration for teams creating the videos and then ensure that those high-quality videos can load quickly on a user's device. With several advancements being made in this field, brands will be able to provide better customer experiences and ensure their messaging reaches them through videos.<br />

Metaverse, social commerce and personalisation in a cookie-less world: Here’s how digital marketers are preparing for the future

<ul class="summary-list"><li><span>This is an excerpt from a story delivered exclusively to Business Insider Intelligence Digital Media Briefing subscribers. </span></li><li><span>To receive the full story plus other insights each morning, <a href="https://www.businessinsider.com/intelligence/bi-intelligence-digital-media-research-bundle?IR=T&amp;itm_source=businessinsider&amp;itm_medium=content_marketing&amp;itm_campaign=briefing_post&amp;itm_content=top_text&amp;itm_term=bundle_subscription_text_link-spotify-offering-ad-targeting-across-podcasts-2019-6">click here</a>.</span></li></ul><p><span> </span>Spotify will now allow targeted<span> </span><a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cudGhldmVyZ2UuY29tLzIwMTkvNi8xNy8xODY4MTk3OC9zcG90aWZ5LXBvZGNhc3QtYWQtdGFyZ2V0aW5nLWxhdW5jaA/5adde55340f86675182a51c9B905e18d1" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cudGhldmVyZ2UuY29tLzIwMTkvNi8xNy8xODY4MTk3OC9zcG90aWZ5LXBvZGNhc3QtYWQtdGFyZ2V0aW5nLWxhdW5jaA/5adde55340f86675182a51c9B905e18d1&amp;source=gmail&amp;ust=1560945688576000&amp;usg=AFQjCNGzcwym_PNoXYEHQb2bArUMIoX36g">advertising</a><span> </span>across podcast content on its platform to nonpaying (free tier) subscribers, per The Verge. Previously, ad targeting was only based on users' music listening habits, but the platform will now enable advertisers to select listeners according to podcast preference. </p><div class="KonaFilter image-container display-table float_right click-to-enlarge"><div><div class="image on-image"><a title_source="Business Insider Intelligence" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/5d08ef646fc92054d24452f8-960/podcast ad spend projected to hit 1 billion by 2021.png"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/5d08ef646fc92054d24452f8-640/podcast ad spend projected to hit 1 billion by 2021.png" border="0" alt="Podcast Ad Spend Projected to Hit  Dollar 1 Billion by 2021" data-mce-source="Business Insider Intelligence" /></a><p class="source"><span>Business Insider Intelligence</span></p></div><p></p></div></div><p></p><p>The capability will roll out in 10 markets, including the US, Canada, Mexico, Brazil, UK, France, Germany, Italy, Spain, and Australia.</p><p>As podcast listening on the app will no doubt continue to rise, serving targeted ads on the content should help Spotify to boost ad revenue on the fast-growing format.</p><p><span>Podcast consumption hours on the platform surged 250% in 2018, with 49% of Spotify's millennial audience engaging at least once a week, <a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cud2FyYy5jb20vbmV3c2FuZG9waW5pb24vbmV3cy9wb2RjYXN0X2FkdmVydGlzaW5nX3NldF90b19kb3VibGUvNDE5OTg/5adde55340f86675182a51c9B40730591" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cud2FyYy5jb20vbmV3c2FuZG9waW5pb24vbmV3cy9wb2RjYXN0X2FkdmVydGlzaW5nX3NldF90b19kb3VibGUvNDE5OTg/5adde55340f86675182a51c9B40730591&amp;source=gmail&amp;ust=1560945688576000&amp;usg=AFQjCNE5e4lWIkBhOje8mb_h2izwkqyhAA">according to</a> Spotify data cited by Warc. </span></p><p><span>CEO Daniel Ek <a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cudm94LmNvbS8yMDE5LzIvNi8xODIxMzQ1Ni9zcG90aWZ5LXBvZGNhc3QtZ2ltbGV0LWFuY2hvci1xNC1yZXN1bHRz/5adde55340f86675182a51c9B2a7b4e2b" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cudm94LmNvbS8yMDE5LzIvNi8xODIxMzQ1Ni9zcG90aWZ5LXBvZGNhc3QtZ2ltbGV0LWFuY2hvci1xNC1yZXN1bHRz/5adde55340f86675182a51c9B2a7b4e2b&amp;source=gmail&amp;ust=1560945688576000&amp;usg=AFQjCNFc6B6fJy7CU3dKWKAm6qEghvVK0g">expects</a> podcasting to eventually account for 20% of total consumption on the app. Targeting capability ups the value of ads on the format, which should generate increased investment from advertisers - especially given that </span><span>Spotify</span><span> </span><a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly90ZWNoY3J1bmNoLmNvbS8yMDE5LzA2LzE3L3Nwb3RpZnktYWR2ZXJ0aXNlcnMtY2FuLW5vdy10YXJnZXQtbGlzdGVuZXJzLWJ5LXdoYXQtcG9kY2FzdHMtdGhleS1zdHJlYW0v/5adde55340f86675182a51c9B8a56e196" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly90ZWNoY3J1bmNoLmNvbS8yMDE5LzA2LzE3L3Nwb3RpZnktYWR2ZXJ0aXNlcnMtY2FuLW5vdy10YXJnZXQtbGlzdGVuZXJzLWJ5LXdoYXQtcG9kY2FzdHMtdGhleS1zdHJlYW0v/5adde55340f86675182a51c9B8a56e196&amp;source=gmail&amp;ust=1560945688576000&amp;usg=AFQjCNFU1mZFN-w3L7SOZJi8ypx6UuB6oA">plans</a><span> to develop an even more expansive targeting tool with layering, measurement, and reporting capabilities. </span></p><p><span>This should not only up its appeal to advertisers, but also allow it to create better shows as it amalgamates data on its listeners. I expect the two will create a positive feedback loop between quality content creation and boosted ad revenue.</span></p><p>The targeting tool will give Spotify a leg up on its competition and could help it take a greater share of the ad dollars expected to flow to podcasts. Ad spend on podcasts is projected to reach <a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly9pbnRlbGxpZ2VuY2UuYnVzaW5lc3NpbnNpZGVyLmNvbS9wb3N0L3VzLW1hcmtldGVycy1hcmUtc2V0LXRvLXNwZW5kLW92ZXItMS1iaWxsaW9uLW9uLXBvZGNhc3QtYWR2ZXJ0aXNpbmctYnktMjAyMS1oZXJlcy13aGF0LXdpbGwtcG93ZXItdGhhdC1ncm93dGgtMjAxOS02/5adde55340f86675182a51c9Beaa82f50" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly9pbnRlbGxpZ2VuY2UuYnVzaW5lc3NpbnNpZGVyLmNvbS9wb3N0L3VzLW1hcmtldGVycy1hcmUtc2V0LXRvLXNwZW5kLW92ZXItMS1iaWxsaW9uLW9uLXBvZGNhc3QtYWR2ZXJ0aXNpbmctYnktMjAyMS1oZXJlcy13aGF0LXdpbGwtcG93ZXItdGhhdC1ncm93dGgtMjAxOS02/5adde55340f86675182a51c9Beaa82f50&amp;source=gmail&amp;ust=1560945688576000&amp;usg=AFQjCNG25dQi-nt6o1qDByGFtSQp0CO8wQ">$1 billion</a> by 2021, up from $479 million in 2018, per the IAB.</p><p>Spotify's podcasting rivals, like Apple and Stitcher, offer geo-based ad targeting, but have yet to release user habit- or preference-based ad targeting, meaning Spotify will have a tool on offer that its competitors don't.</p><p>This, combined with its commitment to providing extensive metrics on ad performance, should help Spotify stand out to advertisers that have otherwise struggled with performance measurement in the podcast ad space. If Spotify can grow its global hold on listeners, and offer advertisers specific data for more advanced ad targeting, it could pull ahead in the audio space.</p><p>Spotify's ad-targeting tool is just the latest in a series of product iterations intended to emphasize the format.<span> </span>Spotify's podcasting-related acquisitions in 2019 have amounted to a<span> </span><span><a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly92ZW50dXJlYmVhdC5jb20vMjAxOS8wNC8yOS9zcG90aWZ5LWNvbmZpcm1zLWl0LXBhaWQtNTYtbWlsbGlvbi1mb3ItcGFyY2FzdC10YWtpbmctaXRzLXRvdGFsLXBvZGNhc3QtYWNxdWlzaXRpb24tdmFsdWUtdG8tNDAwLW1pbGxpb24v/5adde55340f86675182a51c9B2d7059a1" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly92ZW50dXJlYmVhdC5jb20vMjAxOS8wNC8yOS9zcG90aWZ5LWNvbmZpcm1zLWl0LXBhaWQtNTYtbWlsbGlvbi1mb3ItcGFyY2FzdC10YWtpbmctaXRzLXRvdGFsLXBvZGNhc3QtYWNxdWlzaXRpb24tdmFsdWUtdG8tNDAwLW1pbGxpb24v/5adde55340f86675182a51c9B2d7059a1&amp;source=gmail&amp;ust=1560945688576000&amp;usg=AFQjCNFKVvtXdZ9-gslsRClUef6QorSYaA">combined</a></span><span> </span>$400 million as of April. And it's also been rapidly iterating on its product to drive engagement:</p><ul><li>Earlier this month, Spotify began testing<span> </span><a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cudGhldmVyZ2UuY29tLzIwMTkvNi80LzE4NjUxNTc2L3Nwb3RpZnktcG9kY2FzdC1wbGF5bGlzdC1jdXJhdGVkLXJlY29tbWVuZGF0aW9ucy1lcGlzb2Rl/5adde55340f86675182a51c9B67d015ae" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly93d3cudGhldmVyZ2UuY29tLzIwMTkvNi80LzE4NjUxNTc2L3Nwb3RpZnktcG9kY2FzdC1wbGF5bGlzdC1jdXJhdGVkLXJlY29tbWVuZGF0aW9ucy1lcGlzb2Rl/5adde55340f86675182a51c9B67d015ae&amp;source=gmail&amp;ust=1560945688576000&amp;usg=AFQjCNGU4PtNxn97LLQ58tHgYDb2lTIktQ">curated</a><span> </span>podcast playlists around certain genres.</li><li>Last week, Spotify launched a new<span> </span><a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly90ZWNoY3J1bmNoLmNvbS8yMDE5LzA2LzEyL3Nwb3RpZnktbGF1bmNoZXMteW91ci1kYWlseS1kcml2ZS1hLXBlcnNvbmFsaXplZC1wbGF5bGlzdC10aGF0LWNvbWJpbmVzLW11c2ljLWFuZC1wb2RjYXN0cy8/5adde55340f86675182a51c9B59aa3d4b" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly90ZWNoY3J1bmNoLmNvbS8yMDE5LzA2LzEyL3Nwb3RpZnktbGF1bmNoZXMteW91ci1kYWlseS1kcml2ZS1hLXBlcnNvbmFsaXplZC1wbGF5bGlzdC10aGF0LWNvbWJpbmVzLW11c2ljLWFuZC1wb2RjYXN0cy8/5adde55340f86675182a51c9B59aa3d4b&amp;source=gmail&amp;ust=1560945688577000&amp;usg=AFQjCNFtVSS87SLzw4sJEnSdDXJYSAyDeg">personalized</a><span> </span>playlist called "Your Daily Drive" in the US, combining music and podcasts in a playlist for the first time.</li><li>Late last week, Spotify rolled out a<span> </span><a href="https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly90ZWNoY3J1bmNoLmNvbS8yMDE5LzA2LzEzL3Nwb3RpZnlzLXJlZGVzaWduLXNpbXBsaWZpZXMtbmF2aWdhdGlvbi1hbmQtaGlnaGxpZ2h0cy1wb2RjYXN0cy8/5adde55340f86675182a51c9Bd418fd5c" target="_blank" rel="noopener" data-saferedirecturl="https://www.google.com/url?q=https://e.businessinsider.com/click/17232566.2/aHR0cHM6Ly90ZWNoY3J1bmNoLmNvbS8yMDE5LzA2LzEzL3Nwb3RpZnlzLXJlZGVzaWduLXNpbXBsaWZpZXMtbmF2aWdhdGlvbi1hbmQtaGlnaGxpZ2h0cy1wb2RjYXN0cy8/5adde55340f86675182a51c9Bd418fd5c&amp;source=gmail&amp;ust=1560945688577000&amp;usg=AFQjCNGg2PiPVnR3pM80GqhD2MphbUr6yA">redesign</a><span> </span>of the "Your Library" section of the app to Premium subs that makes it easier for users to move between music and podcasts.</li></ul><p><em><strong>Interested in getting the full story? Here are two ways to get access: </strong></em></p><p>1. Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week. &gt;&gt;<strong> <a href="https://www.businessinsider.com/intelligence/newsletter-membership?IR=T&amp;itm_source=businessinsider&amp;itm_medium=content_marketing&amp;itm_campaign=briefing_post&amp;itm_content=get_started_text&amp;itm_term=bii_briefing_text_link-spotify-offering-ad-targeting-across-podcasts-2019-6&amp;vertical=digitalmedia">Get Started</a></strong></p><p>2. Subscribe to a <em><strong>Premium</strong></em> pass to Business Insider Intelligence and gain immediate access to the Digital Media Briefing, plus more than 250 other expertly researched reports. 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Spotify is offering ad targeting across its podcast content

<br /><ul><li>The duopoly between <keyword id="6355629" type="DEFINITION" weightage="20" keywordseo="google">Google</keyword> and Facebook accounts for 60% of <keyword id="169310" type="PERSON" weightage="20" keywordseo="digital-advertising">digital advertising</keyword>.<br /></li><li>Google leads with a chunky 37% market share.<br /></li><li>The application of <keyword id="107950" type="TECHNOLOGY" weightage="20" keywordseo="artificial-intelligence">artificial intelligence</keyword> (AI) and <keyword id="294572" type="TECHNOLOGY" weightage="20" keywordseo="machine-learning">machine learning</keyword> (ML) have been primary factors helping Google yield a higher return on investment for their clients.<br /></li></ul>The duopoly between <a href="https://www.businessinsider.in/googles-grooming-content-providers-in-the-indian-market-for-localisation/articleshow/69595377.cms">Google</a> and <a href="https://www.businessinsider.in/zuckerberg-facebook-more-privacy-focused-indian-government/articleshow/68301513.cms">Facebook</a> accounts for 60% of digital advertising. As these tech giants lead the market, others are hoping that Indian IT service providers will help them increase their own returns from online ads, according to Edelweiss Research.<br /><br />Direct to consumer brands in retail — brands that want to sell online but don’t want to go the traditional route — are <a href="https://www.cnbc.com/2019/06/24/cannes-lions-2019-trends-facebook-google-direct-to-consumer-brands.html">looking for alternatives</a> to the duopoly so that they can tell their stories on other channels as well.<br /><br /><div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[
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<br />For Google and Facebook, <a href="https://www.businessinsider.in/accenture-number-one-on-idc-ai-rankings/articleshow/69986095.cms">artificial intelligence</a> (AI) and machine learning (ML) have <a href="https://www.businessinsider.in/no-one-would-disagree-that-ad-tech-is-hot-again-ma-is-heating-up-as-tech-giants-look-to-arm-themselves-against-facebook-and-google-and-maybe-save-the-digital-ad-industry/articleshow/65216443.cms">equipped these platforms</a> to boost the return on investment for their clients. That has helped retain an edge <a href="https://www.businessinsider.in/with-digital-ad-revenue-dwindling-media-companies-are-taking-another-stab-at-selling-their-tech-to-publishers/articleshow/67045650.cms">over </a>their competitors in the market — with Google leading the way. <br /><br /><strong>Push for other advertisers<br /></strong><br />Retail is a major vertical for a lot of Indian IT players — like <a href="https://www.businessinsider.in/tcs-hacked-and-data-leaked-to-chinas-operation-cloud-hopper/articleshow/69969506.cms">TCS</a>, Wipro and Infosys — and Edelweiss Research suggests that it could be a major revenue driver going forward. <br /><br />The sector is already undergoing major restructuring with the entry of <a href="https://www.businessinsider.in/amazon-will-soar-more-than-20-as-it-becomes-a-third-force-in-advertising-behind-google-and-facebook-analyst-says/articleshow/67423809.cms">Amazon</a> forcing retail players to embrace technology faster to stay relevant. US players like <a href="https://www.businessinsider.in/sears-avoids-liquidation-as-eddie-lampert-wins-bankruptcy-auction/articleshow/67558680.cms">Sears</a> and <a href="https://www.businessinsider.in/Toys-R-Us-is-rising-from-the-dead/articleshow/67946245.cms">ToysRUs</a> have already filed for bankruptcy after losing ground in a rapidly changing environment.<br /><br />As <a href="https://www.businessinsider.in/its-time-to-break-up-the-faangs/articleshow/67793304.cms">FAANGs</a> — Facebook, Apple, Amazon, Netflix and Google — continue to be market leaders, the rest of the industry is looking to <keyword id="680086" type="PERSON" weightage="20" keywordseo="Indian-IT-services">Indian IT services</keyword> vendors to help them keep up.<br /><br />Companies like Walmart have already roped in Indian firms and have started to spend massively on tech in order to stay relevant in the market. <br /><br /><strong>Google is everywhere <br /></strong><br />Google, the world’s organiser of information accounts for 37% of all <a href="https://www.businessinsider.in/google-and-facebook-dominate-digital-advertising-and-they-now-account-for-25-of-all-ad-sales-online-or-off/articleshow/61973309.cms">digital spending</a>. The world’s most popular social network comes in second with 24% of the market share according to Edelweiss Research. <br /><br />According to <a href="https://www.warc.com/newsandopinion/news/internet_to_account_for_half_of_adspend_by_2021/42315">Zenith</a> and <a href="http://lp.warc.com/read-global-ad-trends-may-2019.html">WARC</a>, <keyword id="2521160" type="PERSON" weightage="20" keywordseo="Digital-ad-spend">digital ad spend</keyword> will hit 47% of all ad spend this year and rocket to 52% by 2021.<br /><br />Being a dominant operating software on smartphones has helped Google’s navigate digital advertising.<br /><br />Google’s entire G-suite of products — Gmail, <a href="https://www.businessinsider.in/india-is-youtubes-biggest-informer-for-inappropriate-content/articleshow/63912005.cms">YouTube</a>, Google Search etc. — are some of the most popular apps in the world. They come pre-installed on the 2.3 billion Android phones in the world right now. <br /><br />Added to that, Google Search dominates 90% of the worldwide search engine share and 98.12% of the market in India, according to <a href="http://gs.statcounter.com/search-engine-market-share/all/india">statcounter</a>. <br /><br /><strong>Getting higher returns<br /></strong><br />Online ads have changed but so has the way that they are delivered. Using AI, Google first introduced it to write text-based ads of their clients. Once those ads were and running, Google used an algorithm to place them across its entire network of apps to maximise return.<br /><br />The logic behind the ‘personalisation’ empowered by ML is that users get to see those ads, which are the most relevant to them. Retailers, their clients, get to reach out customers who are most likely to need or buy their product. As time goes by and the algorithm gets more data, its able to target users with sharper precision.<br /><br />The combination of both those factors enhances the accuracy of digital advertising and the reach of advertisers, yielding a higher return on investment.<br /><br />In the past, <a href="https://www.businessinsider.in/facebook-is-promising-to-use-its-greatest-asset-to-help-media-companies-make-more-money/articleshow/58810398.cms">Facebook</a> has been accused of their ad targeting algorithms <a href="https://www.businessinsider.in/Facebooks-ad-targeting-discriminates-by-race-and-gender-even-when-its-not-told-to-study-suggests/articleshow/68722830.cms">discriminating</a> by race and gender, even if the parameters of the ad specify no to do so.<br /><br /><strong>See also:<br /></strong><a href="https://www.businessinsider.in/zuckerbergs-facebook-is-launching-political-ad-libary-in-canada-argentina-ukraine-and-singapore/articleshow/69956162.cms">Facebook is taking its political ad library global as Zuckerberg tries to show that he's not taking sides</a><br /><br /><a href="https://www.businessinsider.in/facebooks-ad-archive-report-50-facebook-ads-by-bjp/articleshow/68304281.cms">BJP spends too much on political advertising on Facebook as Congress spends too little — yet again</a><br />

Google, Facebook and their story behind controlling 60% of India’s digital ads

<a href="http://www.warc.com/warc100/about.100"><img src="https://static-ssl.businessinsider.com/image/58e774328af57801018b70f2-960/undefined" alt="Media Markt Rabbit Race" /><p class="source"><span>YouTube</span></p><p class="caption">German retailer Media Markt made it into the rankings with a rabbit race.</p></a>Online advertising service Warc has released its 2017 rankings of the world's 100 most effective advertising campaigns.<p>Unlike the ranking from 2016, when Droga5 dominated with three of the top ten ads, 2017 had no single standout agency.</p><p>Each of the top five campaigns were characterised by the use of technology to target and reach consumers at the right moment and strong multi-platform strategies that ensured consumers got the full story.</p><p>Stunts were also a big deal: Two of the top five were event-based. Not to forget the traditional medium of TV, which was one of the driving factors in generating a strong return on investment.</p><p>The campaigns were ranked in partnership with King's College London according to a points score calculated with a "<a href="http://www.warc.com/warc100/methodology.100">rigorous methodology</a>" using data from ad award ceremonies around the world. The assessment included the campaign's impact, industry perception, and the level of competition it faced. For each competition a particular campaign won, its award points were multiplied by the rating of the competition.</p><p><strong>Scroll down to see the top 10:</strong></p>

The 10 most effective ad campaigns this year

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><a href="http://www.warc.com/warc100/about.100"><img src="https://static-ssl.businessinsider.com/image/56e2bfc991058428008b5af4-1048-786/screen shot 2016-03-11 at 12.51.30.png" alt="Under Armour" data-mce-source="Under Armour" /><p class="source"><span>Under Armour</span></p><p class="caption">Under Armour made it into the top 10.</p></a></div><p></p></div></div>Online <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> service Warc has released its 2016 rankings of the world's 100 most effective advertising campaigns.</p><p>This year, online campaigns dominated the top 10. 11 of the 20 highest-ranked campaigns were digital-led. Ad firm Droga5 was the only agency to get into the list more than once. It featured three times with campaigns for Under Armour, Honey Maid, and Newcastle Brown Ale.</p><p>The campaigns were ranked according to a points score calculated with a "<a href="http://www.warc.com/warc100/methodology.100">rigorous methodology</a>" using data from ad award ceremonies around the world. The assessment included the campaign's impact, industry perception, and the level of competition it faced. For each competition a particular campaign won, its award points were multiplied by the rating of the competition.</p><p><strong>Scroll down to see the top ten.</strong></p>

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/58adb1ac01fe5823008b605f-760/undefined" alt="Amazon Prime ad UK horse" data-mce-source="YouTube"><p class="source"><span>YouTube</span></p><p class="caption">Amazon promoted its Prime delivery service on UK television.</p></img></div><p></p></div></div>Internet companies were the biggest spenders on UK television <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> last year, collectively spending $757 million (£639 million) in 2016, according to a report from British TV marketing body Thinkbox.<p>Online businesses overtook the food category, which led in TV&#xa0;spending in 2015.&#xa0;</p><p>The report, which compiles data from audience measurement firm Nielsen, showed BGL Group - which owns price comparison website CompareTheMarket.com - was the biggest spender of all online brands with a spend of&#xa0;$48.3&#xa0;<span>million</span>&#xa0;(£38.8&#xa0;<span>million</span>) on TV in 2016.</p><p>Amazon came in second, spending $42.7&#xa0;<span>million&#xa0;</span>(£34.3&#xa0;<span>million</span>), and another online retailer,&#xa0;<span>Shop Direct, had the third biggest spend with $38&#xa0;<span>million</span>&#xa0;(£31&#xa0;<span>million</span>). Other big spenders were the price comparison websites Moneysupermarket and Confused.com.</span></p><p><span>Lindsay Clay, CEO of Thinkbox said in a press release: "</span><span>For online brands in particular, which have little or no physical presence, TV's ability to create emotional connections with large audiences is vital. It helps make them feel less virtual and more real."</span></p><p><span>Spend from other big American tech companies Facebook, Google, and Netflix was less than $20 million, combined. </span></p><p><span>Overall, spending on television grew, by 0.2% compared to the previous year.</span></p><p>A forecast from trade bodies the&#xa0;<a href="http://expenditurereport.warc.com/">Advertising Association and Warc estimates 2017 TV ad spend</a> will grow by 1.6% in the UK.&#xa0;</p><p><strong>The top online brands spending on TV in the UK were:</strong></p><ul><li>BGL Group (owns comparethemarket.com): $48.3&#xa0;<span>million&#xa0;</span>(£38.8&#xa0;<span>million</span>)</li><li>Amazon:&#xa0;$42.7&#xa0;<span>million</span> (£34.3&#xa0;<span>million</span>)</li><li>Shop Direct:&#xa0;$38&#xa0;<span>million</span> (£31&#xa0;<span>million</span>)</li><li>Moneysupermarket.com: $32.2&#xa0;<span>million&#xa0;</span>(£25.9&#xa0;<span>million</span>)</li><li>Confused.com: $26.2&#xa0;<span>million</span> (£21.1&#xa0;<span>million</span>)</li></ul><h2>One of Amazon's latest British TV ads<strong>:&#xa0;</strong></h2><div><iframe width="640" height="360" src="//www.youtube.com/embed/aU_c8aabw2Y?rel=0?ecver=2" frameborder="0" allowfullscreen=""></iframe></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/navy-seal-explains-tips-attacked-by-dog-2017-2">A Navy SEAL explains what to do if you're attacked by a dog</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="lhbDFyOTE6OzheGWIb596U_-Bnp_bK7z" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'lhbDFyOTE6OzheGWIb596U_-Bnp_bK7z',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Online companies are the biggest spenders on TV advertising in the UK

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5734aef952bcd024008c291c-1006-754/eu.jpeg" alt="eu brexit" data-mce-source="Thomson Reuters"><p class="source"><span>Thomson Reuters</span></p></img></div><p></p></div></div>The UK's biggest terrestrial TV commercial broadcaster <a href="http://www.bbc.co.uk/news/business-36275787">ITV said on Thursday</a> that worries over Britain's referendum on its EU membership have led to "uncertainty in the UK <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> market."<p>As a result, the broadcaster has lowered its ad revenue forecast in the first half of 2016 - after its net advertising revenue shrunk by 13% in April.</p><p>Earlier this week, Jonathan Allan, director of sales at ITV rival Channel 4, blamed the slowdown in overall TV advertising spend partially on the EU referendum.</p><p>"About quarter of it is Brexit," <a href="http://www.campaignlive.co.uk/article/channel-4-blames-brexit-economic-jitters-ad-slowdown/1394402?bulletin=campaign_media_bulletin&amp;utm_medium=EMAIL&amp;utm_campaign=eNews%20Bulletin&amp;utm_source=20160511&amp;utm_content=www_campaignlive_co_uk_article">Allan told Campaign</a>.</p><p>It could be argued that this is evidence that Brexit - and the lead up to the referendum next month - would be bad for the ad industry and ad spend. Many leading figures, including WPP boss Sir Martin Sorrell and <a href="http://www.businessinsider.com/publicis-maurice-levy-brexit-2016-1">Publicis Groupe CEO Maurice Levy</a>, have spoken strongly in favor of the Remain campaign.</p><p>&#xa0;</p><p><div><blockquote class="twitter-tweet" lang="en"><p>Big majority in room at Advertising week (industry folk) for in... <a href="https://twitter.com/hashtag/aweurope?src=hash">#aweurope</a> <a href="https://t.co/ZC5zU7nc1q">pic.twitter.com/ZC5zU7nc1q</a></p>- Anushka Asthana  (@GuardianAnushka) <a href="https://twitter.com/mims/statuses/722417454564175872">19 April 2016</a></blockquote><script async="" src="//platform.twitter.com/widgets.js" charset="utf-8"></script></div></p><p>In WPP's latest quarterly earnings, Sorrell raised concerns about the impact of the EU referendum in June, although he said the company still expected a strong performance in the second half of the year.</p><p><a href="http://www.theguardian.com/media/2016/apr/28/sir-martin-sorrell-wpp-brexit-concerns">Sorrell said</a>: "In the immediate future, we face the Brexit vote in the United Kingdom in June, where it is generally agreed by both sides that an 'out' vote will result, at least in the short term or mid term, in GDP weakness in the UK, the EU and possibly globally, let alone further political and economic uncertainty in the UK around Scottish independence and further disintegration of the EU."</p><p>That said, WPP said the outlook for the year looked similar to 2015, in spite of the looming Brexit decision.</p><h2>So why do media and advertising companies in the UK keep referencing the Brexit when it comes to their performance outlook?</h2><p>There's a general view in the industry that "uncertainty" holds marketers back from spending money on advertising. But that setback may only be a temporary blip.</p><p>Ian Whittaker, head of European media research at Liberum Capital agreed: "My personal view is that it will get back to normal pretty quickly. What you tend to find is that the impact of uncertainty tends to get overestimated."</p><p>"Obviously it depends on how we vote," Whittaker said. "If we vote to remain, the general view would be that there will be a sense of relief and then [money will] come back into the market.</p><p>He added: "If it's leave … we would have the initial shock, but people would return back to normal relatively quickly."</p><h2>Why is there uncertainty in the UK TV ad market now?</h2><p>So, if there is not a massive effect on the industry over whether the UK exits or remains in the EU, then why should companies be hesitant to spend on advertising in the months leading up to the vote?</p><p>"What you've got is people saying: 'I don't really need to spend this now, why don't I just wait and see what happens?'" Whittaker said.</p><p>Ian Twinn, director of public affairs at ISBA, the representative body for British advertisers, said&#xa0;one theory is that there is often a decline in ad spending at times of important political change.</p><p>"In general elections, for instance, ad spend can drop," he said. "People's minds are elsewhere. They are not necessarily concentrating on the latest car or what food to eat."</p><h2>Could ITV's recent decline in ad revenue be a result of a move towards digital?</h2><p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5735904f52bcd01d7b8c2817-800-600/ian%20twinn.jpg" alt="ian twinn" data-mce-source="Linkedin"><p class="source"><span>Linkedin</span></p><p class="caption">Ian Twinn, director of public affairs at ISBA.</p></img></div><p></p></div></div>Everyone we asked agreed that Brexit affected spending in the UK ad market during the uncertain time leading up to the vote to a small extent. However, some considered that UK media companies could be using uncertainty caused by the EU referendum to cover up more long-term trends away from traditional TV advertising.<p>"The other reason you could look at is the shift away from terrestrial television and more traditional media, like print, to digital," Twinn said. "That's a trend that's been going on for some time."</p><p>James McDonald, a data analyst at Warc, agreed: "One of the prime drivers of total industry growth last year was the strong increase in investment on mobile formats, chiefly search, but also display formats such as banners, video and social."</p><p>"We expect the rapid growth in this area to maintain as the spend continues to mirror media consumption habits, and indeed it is unlikely a Brexit will affect the current trajectory either way," he said.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/astronaut-chris-hadfield-alien-life-2016-5">We asked an astronaut if aliens exist - and his answer was spot on</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="R2aTQxeDrB2DabjySO0-qw3TI1KeI5Tr" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'R2aTQxeDrB2DabjySO0-qw3TI1KeI5Tr',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Why UK media needs to stop blaming the Brexit for ad revenue declines

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/555b6a2669beddb31a8b4569-1200-924/ben-williams-adblock-plus.jpg" border="0" alt="Ben Williams Adblock Plus"><p class="source"><span>Adblock Plus</span></p><p class="caption">Ben Williams, operations and communications manager at Adblock Plus</p></img></div><p></p></div></div>Adblock Plus, which claims to be the most popular ad blocking tool, is launching its first mobile browser.</p><p>The Android browser will automatically block ads, which Adblock Plus says will save up to 23% of a user's smartphone battery life, and also save on their data plan. The app<a href="https://plus.google.com/u/0/communities/104936844759781288661"> is initially launching in beta</a>, so users can provide feedback on the experience.</p><p>Further down the line Adblock Plus also plans to add additional tools within the browser such as malware protection.</p><p>As with the Adblock Plus desktop browser extension, which the company says has been downloaded more than 400 million times and is said to have 50 million active users, some ads do get through the net, or are white-listed, in other words.</p><p>Almost all ads - including "native ads" like Facebook ads that appear in the newsfeed or ads that appear on publishers' websites that have the same look and feel as other content on the site - are blocked as standard. Publishers and <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> networks - such as Google's huge display network, or other independent ad servers - then have to apply to get each type of ad they serve on to Adblock Plus' <a href="https://adblockplus.org/en/acceptable-ads">"acceptable ads" list.</a></p><p>Adblock Plus then works with the ad seller to help their ad match its <a href="https://adblockplus.org/en/acceptable-ads#criteria">acceptable ads criteria</a> and the whitelisting proposal is submitted to its user forum, in order for the community to declare any concerns. The type of ads that don't make the cut are usually pop-ups, pop-unders, "interstitials" that interrupt the reading flow on a page, and ads that are not clearly labeled as ads.</p><p>If the publisher or an ad seller is small - a WordPress blog with two ads, for example - Adblock Plus and its parent company,  the Germany-based Eyeo, won't charge for companies to go through this process. But bigger entities like Google, Microsoft, Amazon pay huge fees to Eyeo to get their ads unblocked - 30% of the additional revenue they would earned were the ads unblocked, <a href="http://www.businessinsider.com/google-microsoft-amazon-taboola-pay-adblock-plus-to-stop-blocking-their-ads-2015-2">according to a Financial Times report.</a></p><p>Ben Williams, Adblock Plus operations and communications manager told Business Insider that only about 10% of companies on its whitelist pay  for their ads to be unblocked. He said the fees are based on the scale of the company and how much time Eyeo's 38-strong team will need to take to get their ads into shape.</p><p>And even then, users can always choose within the desktop browser extension, or the new Android app, simply to suppress all ads - even acceptable ones. <a href="https://adblockplus.org/en/acceptable-ads#application">Only 25% of Adblock Plus users choose to do this, the company claims.</a></p><h2>A way to get around Google blocking Adblock Plus from the Android Play Store</h2><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/555c30316bb3f75b4ee72477-748-374/adblock-plus-1.png" border="0" alt="adblock plus"><p class="source"><span>Facebook/Adblock Plus</span></p></img></div><p></p></div></div>So if Eyeo is demanding huge fees from Google already, and its users can choose to blanket block all its ads, surely Google could just block the Android app from the Google Play Store?</p><p>Williams said it has happened before. Back in 2013, <a href="http://www.businesswire.com/news/home/20130314005784/en/Adblock-Reports-Removal-Google-Play-Store-Android#.VVwoDDY4nTY">Google removed Adblock Plus and other ad blockers from the Play Store</a>. At the time Google said this was because the app violated a Section 4.4 of its <a href="https://play.google.com/about/developer-distribution-agreement.html#prohibited">Developer Distribution Agreement</a>, which stipulated that apps cannot interfere with another app's functionality.</p><p>A browser, however, will not affect other apps. But it's unlikely Google will look kindly on it. Indeed, Williams hinted that this was part of the reason Adblock Plus didn't decide to go down the iOS route first, like most app developers.</p><p>"iOS is harder to develop on, it's a walled garden that's more difficult to get an API, simply put ... I think that might have been part of the reason, and also, most of the people in our office use Android ... and in Europe ... Android is an open development system," Williams added.</p><p>Adblock Plus is already available on Android, but users have to first download the Firefox browser, and then side-load the Adblock Plus afterwards - which Williams said "is a bit of an issue for a normal user, and more than they can bear" - hence the need for a browser.</p><p>Williams said the mobile browser is the company's first concentrated effort into mobile adblocking, so it may take time before it becomes ubiquitous: "We're just starting on Android for now. I want to make clear that this is our first foray into the mobile solution and we are taking a scalpel to rather than a hammer - doing one thing and doing it right ... I really hope we get a lot of people but I wouldn't expect it to rival our desktop [userbase] yet."</p><h2>The argument against ad blocking</h2><p><div class="KonaFilter image-container display-table"><div><div class="image"><img src="https://static-ssl.businessinsider.com/image/54d1446a6bb3f7f63f1796b9-1200-900/bii-sai-cotd-ad-blocking-users.png" border="0" alt="bii sai cotd ad blocking users"><p class="source"><span>BI Intelligence</span></p></img></div><p></p></div></div>Earlier this month another mobile ad blocking solution made the headlines: <a href="http://www.businessinsider.com/israeli-ad-blocker-shine-could-threaten-mobile-advertising-2015-5">Shine, an Israeli ad blocking software company that claims to have the support of mobile carriers</a>, which could start rolling out ad blockers among their customers to reduce infrastructure costs from data-sucking ads.</p><p>The reaction to the news was fierce: The Financial Times wrote that mobile ad-blocking <a href="http://www.ft.com/cms/s/0/18a7ced0-fc81-11e4-ae31-00144feabdc0.html">"risks becoming a barrier to innovation,"</a> research firm and consultancy to advertisers Warc said Shine <a href="https://www.warc.com/LatestNews/News/Blocking_software_threatens_mobile_ads.news?ID=34775">"threatens mobile ads,"</a> and The Next Web said ad blockers are <a href="http://thenextweb.com/insider/2015/05/17/adblockers-are-immoral-and-mobile-networks-should-know-better/">"immoral."</a></p><p>Ad blocking is on the rise - the number of people with ad blockers installed worldwide grew 70% year on year to 144 million in 2014, according to PageFair and Adobe. As ad blocking use becomes widespread, this forms an existential threat to publishers and ad networks as advertisers won't pay for ads that are blocked from being served. Were ad blocking to become ubiquitous, companies would surely be shuttered and journalists would lose their jobs. The free web might have to live behind a paywall.</p><p>That said, ad blocking is not illegal. <span style="line-height: 1.5em;"><a href="http://www.bbc.co.uk/news/technology-32409952">In Germany last month, news sites took Adblock Plus owner Eyeo to court</a> in Hamburg to challenge its right to suppress ads from the web, but they lost their case and ad blocking was ruled legal.</span></p><p>Williams says Eyeo is ready to face legal challenges again, but he is confident the judge will rule in the ad blockers' favor - and that of user rights and user choice.</p><p>He argues the case for the ad blockers: "Ad blocking is a symptom of bad ads. Newspaper ads, magazine ads, and TV there is a level of acceptance to a degree. But these transferred one by one over to the digital space, and that didn't work out so well. Click-through-rates and the money people were getting back from impressions fell under a while. And the response was to just make more ads."</p><p>Williams continued: "<span style="line-height: 1.5em;">Users have decided: 'I have more control about how I digest this media on my screen.' You can manipulate a newspaper, you can draw mustaches on all the models if you want, you leave the room when commercials are on TV. W</span><span style="line-height: 1.5em;">e can't let mobile get terrible state desktop has become."</span></p><p><span style="line-height: 1.5em;">Spend on mobile ads is predicted to top $100 billion worldwide in 2016, <a href="http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299">according to eMarketer.</a> Eyeo and its small team look set to be busy.</span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/advertising-tricks-sales-manipulation-2014-4">5 Tricks Advertisers Use To Make You Buy Their Products</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="5ydmNjbTpt-YHO09BN5IRAMilWpP1vwn" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', '5ydmNjbTpt-YHO09BN5IRAMilWpP1vwn',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

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