"Fueled by a global transformation that has pushed the media ecosystem past the digital tipping point, the fragmentation of the advertising and marketing economy has accelerated as advertisers, agencies, content producers and media investors scramble to redevelop strategic growth plans. The key to your success will be your ability to make smarter, faster business decisions in this era of frenetic changes spanning media, entertainment and technology.
It is with this rapidly shifting landscape in mind that PQ Media launched the Global Media Intellicast Series in 2013 (formerly titled Global Media & Technology Forecast Series). This groundbreaking, three-report series is the first and only market research service to track, analyze and forecast the trajectory and velocity of the evolving global media ecosystem by region, country, sector, channel, technology and generation. Each of the three installments in the Series delivers exclusive data and comparisons of digital and traditional media, while focusing on one of three key performance indicators (KPI's): media operator revenues; consumer media usage & exposure; and consumer spending on media content, access and technology.
This first report in the 2015 Series - the Global Advertising & Marketing Revenue Forecast 2015-19 - delivers exclusive data and analytics covering media operator revenues and growth, key market drivers and challenges, and US and global rankings, among other actionable intelligence that will better equip you to:
In designing the only comprehensive, consistent and actionable source of strategic media intelligence, PQ Media's core objective was to help you navigate the strong cross-currents reshaping the global media ecosystem. As such, PQ analysts researched and developed the Global Media Intellicast Series with the support of our time-tested PQ Medianomics™ methodology, a proprietary econometric research system that has set the standard for mapping the worldwide consumer-facing media economy.
Along with decades of proprietary research and thorough PEST examination, PQ analysts have drilled deep into key markets worldwide to uncover several important trends that emerged in the 2009-14 period, including:
Driven by these key trends, the new Global Advertising & Marketing Revenue Forecast 2015-19 found that:
Nevertheless, the abovementioned global trends were buoyed by cyclical drivers in 2014, such as two mega-sporting events and the influx of federal election dollars, which may have masked a combination of potentially adverse secular developments that emerged in 2015. Among them:
As a result of these variables PQ Media recalibrated various media growth rates downward in this year's edition of the Forecast compared with the 2014 version.
With incremental traditional advertising & marketing spend growth trailing GDP going forward, and digital advertising & marketing growth no longer accelerating, there is intensified competition for budgets and stepped-up market share battles looming.
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