globalEDGE Blog - By Tag: advertising

One of the largest companies in this sector, Google currently facing its second large antitrust trial, focusing on its ad tech. Google has dominated the search engine market. It is the largest search engine in all major markets, excluding China and Russia. While Google is the only company being looked at, the outcome of this trial could have significant effects on the whole industry.

Digital advertising stands as a monumental asset in our journey through the 21st century. Its transformative impact began on October 27, 1994, with the inception of the first online ad. Since then, digital advertising has not only persisted but has also evolved into an indispensable force, shaping how businesses connect with their audiences in the ever-evolving landscape of the digital age.

As the National Basketball Assocation, or NBA, continues to mark the beginning of its 78th season, it is interesting to consider the places the league is headed in terms of international attention. This NBA season sees a historic high of 125 international players on opening-night rosters, hailing from 40 different countries and regions across six continents. This season, the league expects to reach over 200 different countries and present their games in more than 50 separate languages.

The world Baseball Classic starts at the beginning of March. It is a three-week baseball tournament, including teams from all over the world. The World Baseball Classic is similar to the world cup for Soccer, with teams playing in different groups. The top two teams from each group move on to the tournament. The tournament will occur in the United States (Arizona and Miami), Taiwan, and Japan, which is decided based on the country’s location.The World Baseball Classic happens every four years, but due to the COVID-19 pandemic, the Classic had to be postponed to 2023, but now, the economic boosts given to host countries is likely to occur once more.

This past Sunday night, the Philadelphia 76ers NBA star Joel Embiid from Yaounde, Cameroon made history. The court was electric watching him dominate a career-high 59-point game, scoring 26 of the 27 points in the fourth quarter. Earlier this year, the Denver Nuggets took a surprise visit to Sombor, Serbia to surprise Nikola Jokic, the fourth internationally-born player to win the NBA MVP award multiple times. In 2021, a player notoriously nicknamed “The Greek Freak”, Giannis Antetokounmpo, secured the Bucks' first championship title in half a century, earning him back-to-back MVP trophies. With such successes and a broad reach to countries around the world, the NBA is becoming recognized as more than simply television entertainment.

The World Series is one of the biggest American sporting events of the year. The games brought in an average of 11.75 million viewers in the 2021 MLB World Series, with a high of 14.3 million viewers in the series’ final game. The viewership ratings made a remarkable recovery from the 2020 COVID-19 World Series, where only 9.7 million average viewers tuned in to watch the World Series. During the first game of the 2020 World Series, they were only able to bring in 9.1 million viewers, which is the lowest number of viewers ever for a World Series game. This was a significant decrease compared to 2019’s World Series, which brought in 23 million viewers for the seventh game. It was projected that Game 7 brought in 400 million dollars in total advertisement revenue. Despite the fluctuating viewers, the World Series is undoubtedly the center of attention for baseball fans, as well as for companies looking to show off their brand. 

From November 20, 2022, to December 18, 2022, all eyes will be on Qatar for the FIFA National World Cup. Whether you are viewing it from your TV, phone, or laptop, the tournament will be one of the most accessible world cups, as it will be televised on FOX, FS1, and Telemundo while also streaming on a variety of legal platforms. The 2022 World cup is predicted to have 5 billion views which would surpass the 3.5 billion viewers from the 2018 Russia World Cup. This is the perfect opportunity for brands to capitalize on the World Cup and promote their goods or services.

The ads a consumer sees from day to day have changed drastically in the platform they are presented on.  While television ads and billboards were once on the cutting edge of advertising, digital ads have taken over the majority of ad spending in the United States and around the world.  Digital advertising is estimated to account for fifty-four percent of total ad spends in the United States in 2021 and is forecasted at just over fifty percent of total ad spending globally. In addition, digital advertising spending hit three hundred fifty-six billion USD in the United States in 2020.  Clearly, companies are willing to spend to have access to digital advertising.  Let’s take a look at some of the methods they use to access consumers on the internet.

As the holiday season approaches us, it is clear to everyone that the stores are going to be packed. Well maybe not physically, but virtually this year. With rising cases of the Coronavirus in the U.S., Brazil, and India, shoppers everywhere are staying safe in their homes and resorting to e-commerce to spread the holiday spirit. Retail websites will be put to the test with the high volume of shoppers to see whose advertising teams produce the most efficient and appealing designs. It will be interesting to see the differences in revenue between companies that thrive with in-store shopping as opposed to online.

Social media is skyrocketing in popularity; just ask the 4.14 billion people active on social media throughout the globe.  These apps offer connection and communication and many target different demographics, such as Facebook, which is geared towards adults, and Snapchat, which is aimed at a teenage audience.  But as these apps grow and develop, we can see an increase in similarities.  Let’s look at the top apps dominating social media today, how advertising looks in each app, and what features they share.

In this day and age, there are countless channels available to consume media.  From the radio to television to social media networks, we are constantly bombarded with information and can access any content at our fingertips.  New channels are cropping up all the time as well.  One way to consume media that has skyrocketed in popularity is listening to podcasts.  Podcasting is expected to be a $1 billion industry by 2021 and listeners are expected to top 100 million in the United States alone.  Let’s dive into the podcasting industry and how it looks around the world.

If you haven’t paid any attention to growing internet trends recently, you may be unfamiliar with the social media platform, TikTok.  TikTok is a popular destination for short-form video creation through lip-syncing, dancing, and memes.  Similar to the now-extinct Vine, TikTok features the same looping video function however adds a new layer of customization through the form of effects, filters, and sound overlays.  Many of the application’s 800 million active users are teenagers, with the younger demographic being largely represented among TikTok’s top content creators. 

It’s undeniable that the internet has dramatically altered the world. From expanding access to new information to revolutionizing the entertainment industry, practically no element of modern culture and life has been untouched. With over 4 billion people (or 55.1% of the global population) using the internet, more and more importance is being placed on the digital landscape. At a time where television is losing 33 million subscriptions over the course of 2018 in the United States alone, more and more advertisers are seeing potential in the digital sphere.

Advertising is – and always has been – an ever-changing and evolving way to market goods and services.  As new types of media have developed over time, advertisers have had to make the leap from newspapers to television to websites as marketing platforms.  Yet, there is a new type of advertising that is proving extremely useful to companies: social media influencers.

This Sunday the New England Patriots will be facing the Los Angeles Rams in Superbowl LIII in Atlanta, GA. For the uninitiated, the Superbowl is the championship game of the National Football League (NFL), which is the highest level of professional American football in the United States. In addition to being the biggest day of the year for die-hard football fans, the Superbowl is also a peak time for advertisers around the globe.

This is the fifth post in a five-part blog series focused on future trends in business.

Advertising has evolved from traditional print, television, and radio ads to today's multi-channel mobile and online media campaigns. With more data being collected and analyzed than ever before, many aspects of advertising have become integrated and therefore more apt at addressing consumer needs. The future of advertising lies in the connectivity of our devices and in the data derived from our activity. This post will explore the effect these advancements have on consumers and highlight opportunities for businesses.

In the United States this weekend, the country’s biggest event on television, the National Football League’s Super Bowl, will take place. The Super Bowl has become known not only for the play on the field, but also for the advertisements that accompany the television broadcast. For just 30 seconds of air time, a company must pay $5 million for their advertisement, an incredible price that is justified by the huge television audience and the Super Bowl’s unique focus on commercials. In today’s blog post, we will take a look at how and through what channels companies try to engage the general population.

Do you ever wonder how, or to what extent, your online activity is being tracked? While browsing the internet, ads often pop up on the sides of webpages that are suspiciously similar to recent searches or website visits; this happens because internet activity is tracked and gathered through cookies placed by first or third-party trackers. Third-party trackers first appeared in 1998, and their presence has been steadily increasing ever since. Are cookies placed by trackers something we should be worrying about?

The Internet’s impact on international business has been incredible. Nowadays, companies invest large sums of money to grow their business through the internet, and it is normal for a business to be based solely on the web. The Internet has allowed companies to market their products to consumers halfway across the world and has helped connect employees situated around the globe. One of the major features of the internet has been its openness and free content, a business model mainly made possible by advertising revenue. The recent rise in popularity of ad blocking software is threatening to change this model, potentially impacting businesses operating around the world.

In an increasingly competitive business world, continuous technological advancements are providing businesses with more opportunities to get ahead of the curve. Specifically, geo-location is starting to become a big asset in helping businesses grow by giving them greater market reach. Successful businesses can only grow if they strategize to meet consumer demands that require services to be fast, reliable and relevant. Geo-location is able to fulfill this criterion because of the wide use of phones, tablets, and computers, but the collection of this sensitive data also pressures businesses to be cautious in their approach.

Advertising strategies have greatly changed in the past 10 years as globalization spreads to every corner of the world. Companies with high local prestige now attach large importance on expanding their overseas markets with the hope of receiving great returns. Problems often arise in advertising when cultural differences are disregarded. Often culture is overlooked as simply expanding the brand name in foreign markets becomes the major obsession of the manager. This blog will briefly discuss major issues associated with international advertising and will also provide possible solutions.

With the recent December announcement of music streaming service Spotify launching a free and ad-supported version for mobile device users, it is inevitable that the music industry will begin to see some changes in the near future. In recent years, the revenue accumulated from the purchase of physical music albums has decreased rapidly, but its competitor of digital downloads is also being impacted negatively with the rising popularity of music streaming. As a consequence of this, US digital track sales decreased for the first time ever last year.

With millions of people using the Internet each day, the World Wide Web has been a very important place for companies looking to market their products. Online advertising has followed a fairly standard path as Internet uses evolved over the years. Marketers first bought digital ads and then went even further by building their own Web sites to promote their products. These marketing tools are still being used but a new factor is beginning to change the way companies advertise online. That factor is social media.

Do you ever wonder why Facebook and websites always manage to have ads that seem very specific to you? Originally it was the cookie that tracked what you did, where you went, and how you used your internet. After that big scare many people started deleting their cookies every time they surfed the internet. Now? Facebook had the novel idea of the “like” button. Every time a person “likes” something, “magically” they will start seeing more ads geared towards that interest. The next step you ask? The digital fingerprint.

At a large annual conference of marketing, the words “tweet”, “fans” and “like” were used almost as often as “touch points”, “benchmark” and “prioritize.” Why? The reason for this is rather simple: The importance of social media is expanding considerably in today’s modern business world. Holding its 100th anniversary meeting, the Association of National Advertising discussed marketing gains by companies that are using social media to amplify their brand name and advertise more effectively.

India, being known as a country inclined to new technology, has added yet another innovation to its inventory—a talking newspaper advertisement. When readers opened to the last page of a popular Indian newspaper, a voice began to talk resembling a radio commercial. The source for this surprising advertisement was a light-sensitive, voice activated chip that encouraged readers and listeners alike to buy a new Volkswagen sedan. Weighing only one ounce, this paper-thin chip is a groundbreaking design. This “talking newspaper” can change the way print media is viewed and provides businesses a new way to communicate their messages with customers.

With 32 different countries represented, and almost the whole world watching, the World Cup is a hot spot for advertisers across the globe. While FIFA is exclusive with who is officially sponsoring the tournament, other companies are still trying to get a piece of the action. The six main sponsors of the World Cup are Adidas, Coca-Cola, Emirates Airlines, Hyundai Cars, Sony, and Visa. There are also several other sponsors that are not as prominently featured at the tournament. 

We live in a world full of advertising. We see it on billboards, on TV, in the newspapers and online. The last time I went to the grocery store there were even LED advertisement screens hawking goods at the end of every checkout lane. Is there no place sacred anymore?!