Digital Advertising Trends: Data, B2B, and the Two-Horse Race

Is Facebook catching up on Google? Plus, the IAB launches new program, some big-name hires, good reve-“news,” and more digital advertising trends

Knowing the latest digital advertising trends can translate into dollar signs for publishers. In this roundup, drawing on a handful of articles from MediaPost’s Media Daily News, make note of the Interactive Advertising Bureau’s new data initiative, as well as the indicators present in the recent B2b ad revenue jump – they might come in handy down the line!

Don’t Look Back, Google – Facebook May Be Gaining on You

According to a study from Publicis’ ZenithOptimedia, Google digital advertising is still 136% more robust than any other media company’s, but Facebook is the fastest-growing supplier in the world, Media Daily News reports.

“Google has benefited from the rising sales of smartphones and tablets, making its central search function available to consumers on the move – especially useful for shoppers looking for price comparison – and allowed consumers to view content at times and places most convenient for them,” the study says.

“This has created new opportunities to target them with display ads, another important component of Google’s business. But the main beneficiary of the transition to mobile has been Facebook, which is the fastest growing of our top 30 media owners. Facebook’s media revenues grew 63% over the past year.”

Still, Facebook is currently at #10 on ZenithOptimedia’s Top 30 list of global media owners. Which companies sit between Google and Facebook? The Walt Disney Company, Comcast, 21st Century Fox, CBS Corporation, Bertelsmann, Viacom, Time Warner, and News Corp.  The social media giant has some serious leapfrogging to do before even thinking about overtaking Google.

IAB to Help Media and Marketers Get a Better Grip on Data

Ready to embrace data as one of the most significant digital advertising trends but worried that you can’t wrap your head around the, well, data? The Interactive Advertising Bureau is here to help.

The IAB’s new Digital Data Solutions Certification Program aims to help marketers and media professionals master data management. The programs will include analytics, policies, supply, products, client solutions, and integrations. The price is $500 for IAB members and $750 for nonmembers, Media Daily News reports.

Download a FREE copy of 7 Ways to Monetize your Portal Audience, and discover how today's top publishers are generating revenue through memberships, events, clubs, sponsorships, and more.

B2B Publishing Revenues Increased in 2014, Thanks to Positive Digital Advertising Trends

B2B media revenues are surging, up 3.3% from $26.7 billion in 2013 to $27.5 billion in 2014. What’s driving the growth? Digital ads, sales of which climbed 15% in 2014, according to research from the Business Information Network, Media Daily News reports.

Other drivers, in order of market share: events, data services, and subscriptions.

Vice Hires Beckman as CRO

In a sign of the times, former Conde Nast head Richard Beckman is now the chief revenue officer at Vice – the company’s first – Media Daily News reports.

Kym Frank Is the New President at TAB

The Traffic Audit Bureau for Media Measurement has a new leader: Kym Frank, formerly of Symphony Advanced Media. Frank succeeds Nancy Fletcher and Joe Philport.

What digital advertising trends are you following? Let us know what you’re keeping an eye on in the comments!

To read more about digital advertising trends, visit MediaPost’s Media Daily News.


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