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JC Lupis | Marketing Charts | Fri, 03 Jun 2016 13:30:30 +0000

Alphabet is the world’s largest media owner, reports Zenith in its latest annual ranking of the top global media owners. With an estimated $60 billion in media revenues, Alphabet boasts 166% more media revenues than its closest competitor, Walt Disney. While traditional media companies dominate the rankings, the 5 digital media companies within it are making headway.Zenith-Top-30-Global-Media-Owners-Jun2016

Beyond Alphabet, which extended its lead over Walt Disney on the back of a 17% revenue increase, are:

  • Facebook, with a 65% revenue increase (the fastest of the top 30), moving up 5 spots to 5th this year;
  • Baidu, with the second-fastest growth, of 52%, also jumping 5 spots, to 9th;
  • Yahoo, climbing from 18th to 15th; and
  • Microsoft, up from 21st to 17th.

The Zenith Optimedia report notes that the 5 digital media companies together account for more than one-third (34%) of all the media revenues generated by the top 30. (This is to some extent a reflection of Alphabet’s dominance.) These 5 companies also comprise almost two-thirds (65%) of the entire global online advertising market.

The following is a brief list of intriguing data points sourced from recent research.

  • 4 in 10 major enterprises (with more than $500 million in annual revenues) have integrated online and offline data to strengthen connected interactions with their customers, per a report from Teradata and Forbes Insights on Individualized Marketing. The study finds 7 in 10 marketers from enterprise organizations believing that Individualized Marketing is important at each stage of the customers sales cycle, though almost 6 in 10 feel unable to deliver such individualized experiences all the time. The analysts note that Individualized Marketing relies on “mastering the execution of two major elements: marketing agility and connected interactions.” Read more here [download page].
  • A TeamPeople survey of 153 senior media and audiovisual (AV) executives reveals that almost 1 in 5 media & AV organizations are now producing user-generated content, with this content particularly popular among smaller firms. Meanwhile, media & AV firms are most commonly creating interactive media content for the following types of marketing campaigns: content marketing (43%); paid social media campaigns (42%); internal brand promotion (42%); and unpaid social media (38%). This content doesn’t seem to be as highly leveraged for native advertising (16%). The report is available for download here.
  • The biggest struggle for the modern CMO is demonstrating ROI to the executive team (33%), according to an Argyle Executive Form survey of US CMOs conducted by Oracle Marketing Cloud. ROI proof tops the other highlighted struggles: integrating new and old technology solutions to support a marketing strategy (25%); translating data into actionable insights (22%); and evaluating an endless array of new solutions (20%). Looking forward to 2017, the survey indicates that the top priority (of 4 listed) is further transitioning into a data-driven department (35% share of respondents), followed by seamless omni-channel customer experiences (31%). The report can be downloaded here.
  • A Fractl survey of 2,000 Facebook users reveals that more than 8 in 10 profess to sharing third-party content at least once a week. While humorous content is shared relatively equally across genders and age groups, there are some differences among those demographic groups. For example, men reported being more likely to share political content and satirical news, while women are more likely to share inspiring stories and memes. Millennials appear to be the least likely to share political content but the most apt to share memes (no surprises there). More results here.
  • Do B2B decision-makers engage with downloadable content such as case studies and white papers? A study from Contently finds that engagement with this type of content varies considerably by industry. Median total view time is highest for the publishing and financial services sectors, though average view time is highest in the professional services industry. Interestingly, readers were found to spend more time per page on shorter than longer resources, perhaps signaling that they scan through longer resources. Moreover, the average document completion rate declines as the number of pages in the document increases, though that curve flattens out at around the 22-page mark. Among the more interesting findings is that 90% of total view time of long-form content took place on a desktop. The full results can be downloaded here.

Have a great weekend!

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