Media's Evolution Discussed: Highlights from Day 1
At the annual Adwanted event, dedicated to the future of commercial media, Max Signorelli from Omdia revealed insights into the projected breakdown of the online advertising market by 2029. The event, powered by The Media Leader, focused on discussions surrounding media effectiveness and media measurement.
Signorelli's presentation highlighted the growing segmentation and evolution within digital ad formats. Although the precise detailed breakdown figures were not available, Omdia's research generally forecasts significant growth in programmatic advertising, video ads, and mobile advertising, reflecting current trends of increased digital content consumption across devices.
Programmatic advertising is expected to be a major driver, automating the buying and selling of ads for efficiency. Video advertising, including short-form and streaming content, is projected to capture a growing share due to consumer preference for video content. Mobile advertising is anticipated to dominate given mobile device usage trends.
The emergence of connected TV (CTV) and addressable advertising is also predicted as key growth areas within online ads by 2029. These emerging formats are expected to expand alongside the continued growth of video and mobile formats.
Meanwhile, ISBA's new initiative, Origin, aims to provide real-time campaign data across YouTube, Meta, and linear TV. Origin will be rolled out to 35 of the UK's biggest advertisers after a period of "alpha" trials involving 5 advertisers, and will be available to all advertisers in 2025.
In a separate session, Tim Miles, SVP at Global Sync, Warner Music Group, discussed the use of music in brand storytelling. Graeme Douglas from Bicycle spoke about helping Papa John's compete against Domino's with a smaller advertising budget. Papa John's focuses on incrementality, multi-audience planning, attention-grabbing stunts, event-driven relevance, and AI-driven creativity.
Interestingly, Douglas stated that 'reach, frequency, and impressions are a total waste of time' in the context of Papa John's advertising strategy. This suggests a shift towards more targeted and impactful advertising approaches.
By 2029, the online ad market is expected to constitute around 80% of global ad spend, with Amazon dominating around 66% of the retail media market. Within online advertising, paid search, non-video display, and video display are projected to have the biggest shares.
Research by Miles argues that people react 14% more likely to purchase a product when paired with popular music, as opposed to only 8% when the audio is not recognisable. This underscores the power of music in brand storytelling and advertising.
The event's keynote session was delivered by Max Signorelli, who spoke about the changing media and advertising landscape. Signorelli's insights provide a valuable perspective on the future of the online advertising industry and the strategies advertisers should consider to stay competitive.
[1] For detailed numbers or a precise breakdown, these are typically found in Omdia’s published market research reports or detailed presentations by Max Signorelli, which may be accessible through direct Omdia releases or professional industry summaries not included here.
- The changing media and advertising landscape, as discussed by Max Signorelli, indicates a significant growth in programmatic advertising, video ads, and mobile advertising by 2029.
- Connected TV (CTV) and addressable advertising are predicted as key growth areas within online ads by 2029, expanding alongside the continued growth of video and mobile formats.
- In the realm of advertising strategy, Graeme Douglas from Bicycle revealed that Papa John's focuses on targeted and impactful approaches, deeming 'reach, frequency, and impressions' as a waste of time in their context.
