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Asociación Técnica de Diarios Latinoamericanos
Boletín Semanal junio 23, 2019

Axel Springer arrasó en facturación en 2018

Ingresó más de 3.000 millones de euros y ganó más de 200 millones. 7 de cada 10 euros que factura son digitales, pero cuenta con la inestimable ayuda de los anuncios clasificados, donde es monarca absoluto.

Axel Springer volvió a dar una lección de gestión empresarial de medios de comunicación en 2018. El gigante alemán está bajo el escrutinio de la profesión desde hace años por su asombrosa capacidad para haber revertido la situación a la que se enfrentan todos los editores: cómo compensar la caída del negocio tradicional con ingresos digitales. Y lo ha hecho como nadie.

La compañía alemana facturó 3.180 millones de euros en 2018, un 4,1 % más que el año anterior. Los beneficios alcanzaron los 208,4 millones, un 44,8 % menos que en 2017 debido, explican, al deterioro de activos y amortizaciones.

La inversión en anuncios de video en las redes sociales crecerá un 44 por ciento en el 2021

We also estimate that overall video ad spending will increase 62.1% between 2019 and 2023.

Facebook and YouTube are the dominant players in this space. (Editor's Note: We do not factor YouTube into our social network video ad spending forecast.) But smaller social platforms, like Twitter and Snapchat, are also significant.

Twitter’s US video ad revenues will pass $1 billion in 2021. And Snapchat’s US video ad business is estimated to grow 19.9% year over year in 2021, reaching $727.4 million. That is nearly on par with Roku’s expected total US revenues of $785.4 million by 2021.

US digital video viewers favor YouTube and Facebook, according to AudienceProject, with social networks Instagram, Twitter and Snapchat also ranking higher than major news sites.

Why should marketers watch for social video?

PBS’s clutter-free, premium environment allows brands to stand out. And it works! PBS viewers are 2x more likely to buy from a PBS sponsor. Stand out with a multiplatform corporate sponsorship on PBS from SGPTV.

Social platforms are among the most popular destinations for viewing ad-supported video in the US, especially among the highly coveted millennial and Gen Z populations.

“Video has taken center stage on social platforms that were once text- or photo-centric—including Facebook, Instagram, Twitter, Snapchat, even Pinterest,” said eMarketer principal analyst Paul Verna. “Not only do younger users spend growing amounts of time watching video on these platforms, but they also share clips among their followers, potentially amplifying brand messages.”

This trend reflects the shifting viewing behaviors of younger generations. Millennials and Gen Zers spend 54% of video time per day on social apps, according to a May 2018 multinational study by VidMob. YouTube accounted for 25% of that share.

And consumers have confirmed that video can influence their purchase behavior. According to a September 2018 study by Brightcove, 76% of adults in the US, UK and Australia have purchased a product after viewing a video; 66% of millennial respondents (ages 18-34) said they’ve engaged with a brand after watching a video on social media.

Interested in learning more about digital video advertising? eMarketer PRO subscribers can read our recent report, "Digital Video Advertising Best Practices 2019: Industry Experts Weigh in on Privacy, Context, Formats and Measurement."

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