If you work in digital advertising , surely you are interested in keeping up to date with the trends in the sector. For this reason, in this article I want to individual email list share with you the most interesting data from the PwC Global Entertainment & Media Outlook 2018-2022 study , which thoroughly analyzes what we can expect in the coming years. In my opinion, the most interesting insight from this study is that new trends and drivers of change are forcing media and entertainment companies to move to a new model, diversifying sources of income, occupying positions in more points of the chain of value and working to have a relevant size.
Online advertising now plays a much more important role than it did 10 years ago, and the forecast is that this transformation of the sector will allow it to continue growing. Let's see how and why! Do you want to know the TOP 50 marketing strategies to launch your product ? Click here and download our free ebook (2022 updated edition). Digital advertising revenue forecast from now to 2022 The keys to change in online advertising The 5 drivers of change PwC has identified 5 major factors that are helping to transform the sector and will therefore influence digital advertising revenue: Ubiquitous connectivity . Consumers are now permanently connected, thanks to technological advances such as the spread of broadband.
Therefore, it is possible to offer them a constant supply of content, experiences and applications wherever they are. The mobile consumer . Increasingly, the mobile is becoming the preferred means of consumers to access content and services. This forces content creators, distributors and platforms to leave traditional sales and distribution approaches behind. The need for new sources of digital advertising revenue growth . Changes in the media and entertainment ecosystem have caused many channels and supports to go backwards, such as print newspapers or magazines. Faced with this situation, the actors in the sector are forced to seek new sources of income. The displacement of the value towards the platforms . The main beneficiaries of the growth of users in terms of time and consumption are no longer the publishers and the media, but the platforms, which monetize their business through advertising, subscriptions and transactions. Personalization . Consumers are demanding personalized content, experiences and advertising. The ability to analyze data to deliver this personalization has become a critical success factor in the industry. The new business models in digital advertising