Walmart is preparing an ad-supported streaming service with middle America as the target audience.
Wow: Walmart accounts for close to 50% of all TVs sold in the United States!
Podcast advertising revenue by year (YoY growth) according to PwC:
1) 2015 — $106M
2) 2016 — $169M (↑ 60%)
3) 2017 — $314M (↑ 86%)
4) 2018 — $479M (↑ 53%)
5) 2019P — $679M (↑ 42%)
6) 2020P — $863M (↑ 27%)
7) 2021P — $1.0B (↑ 21%)
Bargaining chip: The NBA is using access to its data stream as leverage for a piece of the sports betting action.
The big picture: Both the NBA and MLB believe they should directly benefit from sports betting through “integrity” or “royalty” fees. The leagues are pushing state legislators for ≈ 0.25% of total bets placed.
Big news: Publicis is buying Epsilon for $4.4B to bolster its first-party data (audience targeting) capabilities. This is the largest acquisition ever for Publicis since being founded in 1926.
Why this matters: The future of advertising is audience targeted and holding companies such as Publicis are playing catch up through acquisitions.
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Key findings according to FreeWheel:
1) 52% of advertisers and agencies currently combine the buying of digital and linear TV and 91% will do so by 2021
2) 74% of advertisers and agencies say it is important or extremely important to have integrated TV and digital video data and technology
In recent years, the battle between TV and digital agencies has been over the share of spend that each receives, but a new front has opened up with each fighting over connected TV.
The argument for TV buyers:
1) Scale and reach
2) Living room/big screen content
3) Negotiating power
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