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Visualising the top 10 global ad publishers

10102018_advertising

Visualising the top 10 global ad publishers

Recently, while looking for examples highlighting the technological disruption faced by various industries, I came across an interesting infographic courtesy of Visual Capitalist, which depicts the top 10 global ad publishers over time.

In the world of advertising, we often hear about how digital advertising is eating traditional print and TV advertisers’ lunch, but it can be difficult to grasp just how rapid and seismic that shift has been.

The chart below helps visualise that shift – over the span of just six years, several large online/digital ad publishers have come to dominate global advertising revenue, while several more storied publishers of yesteryear have seen their market shares whittled away. Although the chart doesn’t tell us anything we don’t already know, it certainly helps reinforce both the disruptive power of data, which allow search engines and social media platforms to push high-ROI targeted advertising to their billions of users, and the innovating disruption of the Netflix on-demand model, which has drawn billions of eyeball-hours away from linear TV.

Top 10: Global Advertising Revenue (US$ billions)

Screen Shot 2018-10-10 at 9.13.41 am

Source: Visual Capitalist, MGI. Chart has been updated for 2017

The Montgomery Global Funds own shares in Facebook and Google. This article was prepared 10 October 2018 with the information we have today, and our view may change. It does not constitute formal advice or professional investment advice. If you wish to trade any of these stocks, you should seek financial advice.

Daniel Wu is a Research Analyst at Montgomery Global Investment Management. Prior to joining Montgomery in June 2016, Daniel was an analyst in the investment banking divisions of UBS and Goldman Sachs, where he covered the Infrastructure, Utilities, Technology and Media sectors.

This post was contributed by a representative of Montgomery Investment Management Pty Limited (AFSL No. 354564). The principal purpose of this post is to provide factual information and not provide financial product advice. Additionally, the information provided is not intended to provide any recommendation or opinion about any financial product. Any commentary and statements of opinion however may contain general advice only that is prepared without taking into account your personal objectives, financial circumstances or needs. Because of this, before acting on any of the information provided, you should always consider its appropriateness in light of your personal objectives, financial circumstances and needs and should consider seeking independent advice from a financial advisor if necessary before making any decisions. This post specifically excludes personal advice.

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