2019 - Pubmatic

[Pages:50]2019

GLOBAL DIGITAL AD TRENDS

Innovation is a constant force driving the evolution of the digital media ecosystem. Digital channels are expected to provide nearly all incremental spend flowing into global ad budgets through 2020, and programmatic will account for most of that growth. Publishers and media buyers must understand the nuances and key trends impacting the market in order to capitalize on the vast opportunities available.

In such a fast-evolving industry, reliable data is the foundation of good business decisions. We have put together a compilation of key metrics, charts and insights to inform your 2019 strategies. This guide includes global advertising forecasts, growth trends for emerging and evolving formats, trends in header bidding, fraud protection, and more!

TABLE OF CONTENT

US DIGITAL & PROGRAMMATIC MARKET

2

GLOBAL DIGITAL & PROGRAMMATIC MARKET

9

MOBILE ADVERTISING

17

VIDEO ADVERTISING

24

PRIVATE MARKETPLACES

32

HEADER BIDDING

37

INVENTORY & AD QUALITY

42

? 2018 PUBMATIC, INC. ALL RIGHTS RESERVED

2019 GLOBAL DIGITAL AD TRENDS / 1

US DIGITAL & PROGRAMMATIC MARKET

? 2018 PUBMATIC, INC. ALL RIGHTS RESERVED

2019 GLOBAL DIGITAL AD TRENDS / 2

PROJECTED AD REVENUE GROWTH IN NORTH AMERICA, BY MEDIA TYPE

Digital media will account for nearly all advertising growth momentum in 2019.

Following a positive growth year, boosted by the World Cup and the midterm elections, Local TV is expected to experience double digit declines in 2019. Out of home is the only traditional media type forecasted to grow next year.

Source: Magna Global

? 2018 PUBMATIC, INC. ALL RIGHTS RESERVED

NATIONAL TV (INC. CE)

-3.5%

LOCAL TV (INC. CE) -14.7%

DIGITAL

0.2% 9.9% 15% 11.3%

1.9% 2.5%

-16.9% PRINT

-17.8% RADIO

-3.8% -4.2%

2018

2019

2019 GLOBAL DIGITAL AD TRENDS / 3

OUT OF HOME

PROJECTED US DIGITAL AD SPEND

Digital ad spend growth remains strong in the US, where over half of total media ad spend will be devoted to digital in 2019. That share is projected to rise to nearly two-thirds by 2022.

Billions

$200 $150

$156.74

$172.39

$187.88

$132.32

$111.14

$100

49.7%

55.0%

59.6%

62.4%

64.9%

$50

$0 2018

2019

2020

2021

2022

Digital ad spend

% of total media ad spend

Source: eMarketer

? 2018 PUBMATIC, INC. ALL RIGHTS RESERVED

2019 GLOBAL DIGITAL AD TRENDS / 4

PROJECTED US DIGITAL DISPLAY AD SPEND

The share of digital spend allocated to display advertising is expected to remain flat over the next four years. However, as digital advertising as a whole rises, display ad spend is projected to nearly double in the US between 2018-2022.

Billions

$100

$75

$57.42

$50

51.7%

$67.87 51.3%

$79.85 50.9%

$88.46 51.3%

$97.18 51.7%

$25

$0 2018

2019

2020

2021

2022

Digital display ad spend

% of total digital ad spend

Source: eMarketer

? 2018 PUBMATIC, INC. ALL RIGHTS RESERVED

2019 GLOBAL DIGITAL AD TRENDS / 5

PROJECTED SHARE OF US DIGITAL DISPLAY AD SPEND, BY PURCHASE METHOD

2018

17.5%

NON-PROGRAMMATIC 2019

15.5%

Already the norm for digital display ad spend in the US, programmatic transactions will gain further market share as automation innovation continues to expand into new environments including in-app and video.

2018

82.5%

PROGRAMMATIC 2019

84.5%

Source: eMarketer

? 2018 PUBMATIC, INC. ALL RIGHTS RESERVED

2019 GLOBAL DIGITAL AD TRENDS / 6

PROJECTED SHARE OF US PROGRAMMATIC DIGITAL DISPLAY AD SPEND, BY DEVICE

DESKTOP 2019

34%

Mobile growth will outpace that of desktop to represent two-thirds of programmatic transactions in the US come 2019.

MOBILE 2019

66%

Source: eMarketer

? 2018 PUBMATIC, INC. ALL RIGHTS RESERVED

2019 GLOBAL DIGITAL AD TRENDS / 7

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