SEATTLE – Leafly, one of the world’s leading cannabis discovery markets and resources, today announced an extension of the Leafly brand subscription to provide more control and choice to the more than 7,800 brands that use Leafly to reach new customers. The extended Leafly brand subscription allows brands to personalize the way their products are presented and amplified in Leafly and its dispensary menus, and provides new data reports with real-time sales and traffic information.

The Leafly brand subscription contains new features to help brands reach over 125 million visitors who use Leafly each year to discover and buy cannabis.

The Extended Leafly Brand Membership includes a customizable brand profile page and offers the following new and expanded features to help brands get the most out of their Leafly presence, with all features available on September 30, 2021:

Robust new reports with detailed information on top performing products and stores so brands can make informed decisions on sales and advertising investments;

Increased visual customization of brand profile pages so that brands can now highlight three featured products, include additional video and hero images, and add product spotlight sections;

Increased control of the product catalog as displayed on dispensary menus, including the ability to add full product details, such as cannabinoid data and a link to over 5,000 strains of the Leafly database; and

New built-in amplification for top-of-page carousel placements in dispensary pages.

Recent data from Leafly and Whitney Economics shows the U.S. cannabis industry is on track to hit $ 25-26 billion in sales by year-end, representing a 35% revenue increase from one year to the next. This puts cannabis on track to become the fastest growing industry in the country and makes Leafly’s brand subscription service more crucial than ever for cannabis brands.

“Due to Leafly’s large cannabis user audience, our brand page subscription has helped Phat Panda generate over $ 1.5 million in online sales in Washington state alone. We have full control over the content that powers the menu of our dispensary partners and the support team at Leafly is amazing, ”said Johnny Wilson, vice president of sales at Grow Op Farms, LLC (dba: Phat Panda).

“Making sure your brand shines on Leafly is the best way to reduce noise and reach millions of new cannabis customers. The extended Leafly brand subscription tool gives brands even more personalization and choice in how and where they present their products to the Leafly public, ”said Sam Martin, COO by Leafly. “From catalog control to new reports and metrics, the Leafly brand subscription has all the tools needed to help a cannabis brand break through. “

The extended Leafly brand subscription is currently in beta with select partners and will be fully available on September 30, 2021. The price of the Leafly branded subscription tool starts at $ 199 per month. For more information or to book a demo, please visit Leafly Brand Solutions.

ABOUT LEAFLY

The Leafly cannabis market will help more than 125 million people discover cannabis this year. Our powerful e-commerce tools help shoppers make informed purchasing decisions and empower cannabis companies to attract and retain loyal customers through advertising and technology services. Learn more at Leafly.com or download the Leafly mobile app through the Apple App Store or Google Play.

Building a strong online presence in today’s age is the key to any business success. Sharing and advertising content on online platforms is the best way to increase brand awareness, attract potential customers and thereby increase revenue.

However, attracting customers through the media requires detailed planning. Learning media planning can be very lucrative in today’s digital age!

This blog tells you everything you need to know about media planning. Let’s start by understanding what media planning is.

What does media planning include?

Media planning includes a brief media plan. It helps the advertising to understand the budget, the objective of the advertising campaign, the market scenarios along the appropriate media channels.

How to write a media plan?

1. Identify your goals

Identifying and setting goals is the first step in implementing any business strategy. Building brand awareness, generating new leads, increasing conversion rates, retargeting are some of the likely goals that a media planner can have.

Using SMART Goal Criteria is the easiest way to develop any strategy you want to implement. The acronym stands for Specific, Measurable, Achievable, Relevant and Time-Bound.

Refer to the 5 questions you can ask yourself when developing your strategy.

Specific: What needs to be accomplished? How can it be accomplished?
Measurable: Is the goal quantifiable?
Feasible: Is the goal achievable and achievable by the team?
Relevant: How is the goal beneficial for the organization?
Limited in time: Set a realistic deadline for your plan.

4. Measure your performance

After launching the advertising campaign, measure the performance of your plan. Identify the flaws and act on them.

Understand which media platform generates the most engagement and revenue. You can optimize your budget for your existing and future campaigns and track your progress by understanding the following points.

• Which platform generates the highest income?
• Which platform generates the lowest income?
• How to increase your engagement on the non-performing platform?

Learn Google Analytics and Google Search Console are essential skills for marketers or planners!

The advertising industry is increasingly relying on data to meet the needs of its customers. Over the past five years, large ad portfolio companies have acquired, invested in, or launched big data companies. The aim is to strengthen their advanced capabilities in data and technology to better compete with Facebook, Google, to meet the needs of their customers and as part of their core competencies when presenting new business accounts.

Earlier this year, WPP launched Choreograph, a global data company. WPP joins a number of competing holding companies. In 2016, Dentsu acquired a two-thirds stake in Merkle, a data-driven performance marketing agency, for an estimated $ 1.5 billion. In April 2020, Dentsu exercised its option to fully acquire Merkle. In 2018, IPG acquired the data marketing division of Acxiom for $ 2.3 billion. The following year, Publicis acquired Epsilon, a data-driven marketing agency for $ 4.4 billion. In the meantime, Omnicom

MOC
has built its own internal media, marketing and planning system called Omni.

With Agencies Now Focusing on Data Literacy, Jay Pattisall, Senior Analyst at Forrester Research

FORR
Note: “Data is the new oil when it comes to marketing and running a digital / direct business. This is what is fueling the skyrocketing growth of DTC companies, multi-billion dollar ad companies like Google.

GOOG
, Facebook and Amazon

AMZN
. For agencies, data management and information enrichment capabilities for media and messaging are essential to marketing in the customer era. Therefore, agencies like Dentsu, IPG, Omnicom, Publicis Groupe and WPP have built or purchased data management and data technology platforms to power their media and creative businesses.

Pattisall adds, “They all fundamentally enrich data and information for brands and client marketing, but do so in different ways that suit the structure of the agency. At IPG, Acxiom and Kinesso are creating a series of data and audience tools that IPG agencies can customize based on each agency’s proposition. While Omnicom’s Omni platform functions as an agency operating system combining planning and purchasing tools with asset management and creation tools. Epsilon, Choreograph and M1 are all platforms but also companies within the holding company with services which are also attached to them.

“Data and audience platforms within agencies are primarily media planning and purchasing tools and the most visible in media agencies. But over the past 18 months, platforms such as Omni, M1, Epsilon People Cloud, and Acxiom have branched out into other parts of the holding companies such as public relations, healthcare, and creative / content. . This is a strong signal for further integration.

WPP Choreographer will allow their clients to use their own privacy compliant first party data, as the use of third party cookies will soon be discontinued. Choreograph will be made up of 700 data and technology experts from around the world from WPP GroupM and Wunderman Thompson agencies. WPP has stated that Choreograph will develop the capabilities necessary to partner and enable its customers to properly use their first party data for advertising purposes. This could include monitoring the first party data of their customers with the goal of increasing sales. Key capabilities cited included information and planning, private identity tools, media optimization, predictive analytics, strategy consulting, technology development, and data management. Walgreens Boots Alliance is the first Choreograph customer.

Japan-based holding company Dentsu said its acquisition of Merkle provided the agency with enhanced analytical skills for first-party data, thereby enhancing their digital media capabilities, among other things. Merkle also enables more data-driven solutions to improve a brand’s advertising ROI and e-commerce strategies, as well as Merkle’s consulting.

At the time of the acquisition, US-based Merkle had more than 650 global customers, could access 150 marketing databases, and managed more than 3.7 billion proprietary consumer records. In addition, the acquisition of Dentsu allowed Merkle to expand globally. In July, Dentsu acquired LiveArea, an agency focused on customer experience and commerce for $ 250 million. LiveArea will be integrated with Merkle.

IPG’s acquisition of Acxiom gave the holding company access to large sets of anonymized customer data. This allowed IPG to better target consumers with more contextual advertising messages used for purchase consideration and purchase preference. Acxiom operates as a stand-alone unit within IPG and has integrated within the agency by breaking the existing silos between traditional and digital media. As of June 2020, SpotX, a global video advertising platform, is now part of Magnite. announced a partnership with IPG’s Acxiom. With the emergence of data-enriched programmatic buying and hyper-targeted addressable advertising, the goal has been to provide better audience-based buying capabilities by combining data assets. The acquisition of IPG did not include LiveRamp, a data integration company that became a separate company.

Publicis’ acquisition of Epsilon will strengthen their efforts as online customer data becomes a core competency for advertising agencies. Epsilon’s core business is people-based precision marketing. At the time of the acquisition, Epsilon had 9,000 employees, including 3,700 data scientists. 97% of net income comes from the United States. Epsilon also has 250 million privacy-protected consumer IDs. Epsilon is focusing on media by integrating their datasets with Publicis to develop more optimized and better targeted consumer identifiers, audience segmentations and media buys for customers. With their digital management capabilities. Epsilon enables the agency to offer greater information to consumers to help optimize their clients’ business strategy. In addition, Publicis’ global accounts allow Epsilon to expand into other markets. In April, Publicis announced the expansion of its relationship with Adobe

ADBE
to enable large-scale individual personalization targeting.

In 2018, Omnicom launched Omni, a people-based marketing and information platform that personalizes consumers in creative, media, customer relationship management (CRM) and more. areas. Omni allows customers to plan and purchase a media program as well as maintain anonymous first party customer information such as product purchases. The goal is to improve collaboration and produce neutral results reinforced by the lonely view of the consumer to help customers. Omni operates several third-party consumer-connected databases, including Neustar, LiveRamp, and Experian, to name a few.

Data usage has issues such as punch outs. Pattisall says, “The consequence is a sea of ​​digital sameness in which marketing and experiences deliver the same benefits and advantages. On the other hand, marketers want to do the opposite and stand out by requiring agencies to invest in smart creativity that brings together people and platforms.

Privacy can be another issue, Pattisall adds: “Nothing prevents a CEO from sleeping at night like the idea of ​​a hack or a breach. Customers should take steps to protect their customers’ data and privacy. Third party vendors like Live Ramp, Zeotap, The Trade Desk offer clean rooms that allow brands and their partners to work with first party data with low loyalty risk. Agencies are also building cleanroom and data identity solutions. These are good steps in the direction of confidentiality. But not leveraging their first-party data is a greater risk for customers. As Facebook, Google and Amazon build even higher walls, businesses in closed ecosystems must use their first-party data as a basis for understanding customers and prospects in order to maintain relationships outside the dictates of “Big Tech”. .

Well-known media consultant Bill Harvey says: “It makes sense that all agency holding companies are becoming top big data experts, especially now that digital with its obvious direct marketing capabilities has become such a part. significant media allocations. At the same time, the depreciation of third-party ID matching solutions will cause advertisers to increase the priority given to collecting the largest possible database of direct consumer relationships, even with people who don’t buy. still their marks. The agency systems will be competing to manage these huge customer databases, so they created them just in time.

Agencies embracing data come at a time when many ad technology companies are using large data sets in an attempt to compete with or replace Nielsen by providing audience metrics to use as the bargaining currency between agencies and companies. programmers.

The days of Mad Men seem to be long gone.

SEATTLE – (BUSINESS WIRE) – Sep 9, 2021–

Leafly, one of the world’s leading cannabis discovery markets and resources, today announced an extension of the Leafly brand subscription to provide more control and choice to the more than 7,800 brands that use Leafly for reach new customers. The extended Leafly brand subscription allows brands to personalize the way their products are presented and amplified in Leafly and its dispensary menus, and provides new data reports with real-time sales and traffic information.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210909005170/en/

The Leafly brand subscription contains new features to help brands reach over 125 million visitors who use Leafly each year to discover and buy cannabis. (Photo: Business Wire)

The Extended Leafly Brand Membership includes a customizable brand profile page and offers the following new and expanded features to help brands get the most out of their Leafly presence, with all features available on September 30, 2021:

• Robust new reports with detailed information on top performing products and stores so brands can make informed decisions on sales and advertising investments;

• Increased visual customization of brand profile pages so that brands can now highlight three featured products, include additional video and hero images, and add product spotlight sections;

• Increased control of the product catalog as displayed on dispensary menus, including the ability to add full product details, such as cannabinoid data and a link to over 5,000 strains of the Leafly database; and

• New built-in amplification for top-of-page carousel placements in dispensary pages.

Recent data from Leafly and Whitney Economics shows the U.S. cannabis industry is on track to hit $ 25-26 billion in sales by year-end, representing a 35% revenue increase from one year to the next. This puts cannabis on track to become the fastest growing industry in the country and makes Leafly’s brand subscription service more crucial than ever for cannabis brands.

“Due to Leafly’s large cannabis user audience, our brand page subscription has helped Phat Panda generate over $ 1.5 million in online sales in Washington state alone. We have full control over the content that powers the menu of our dispensary partners and the support team at Leafly is amazing, ”said Johnny Wilson, vice president of sales at Grow Op Farms, LLC (dba: Phat Panda).

“Making sure your brand shines on Leafly is the best way to reduce noise and reach millions of new cannabis customers. The extended Leafly brand subscription tool gives brands even more personalization and choice in how and where they present their products to the Leafly public, ”said Sam Martin, COO by Leafly. “From catalog control to new reports and metrics, the Leafly brand subscription has all the tools needed to help a cannabis brand break through. “

The extended Leafly brand subscription is currently in beta with select partners and will be fully available on September 30, 2021. The price of the Leafly branded subscription tool starts at $ 199 per month. For more information or to book a demo, please visit Leafly Brand Solutions.

ABOUT LEAFLY

The Leafly cannabis market will help more than 125 million people discover cannabis this year. Our powerful e-commerce tools help shoppers make informed purchasing decisions and empower cannabis companies to attract and retain loyal customers through advertising and technology services. Learn more at Leafly.com or download the Leafly mobile app through the Apple App Store or Google Play.

See the source version on businesswire.com: https://www.businesswire.com/news/home/20210909005170/en/

CONTACT: Hannah Staton

[email protected]

KEYWORD: UNITED STATES NORTH AMERICA WASHINGTON

INDUSTRY KEYWORD: ONLINE RETAIL INTERNET TOBACCO SPECIALTY TECHNOLOGY AGRICULTURE NATURAL RESOURCES RETAIL ADVERTISING COMMUNICATION MEDICINE ALTERNATIVE HEALTH

SOURCE: Leaves

Copyright Business Wire 2021.

PUB: 09/09/2021 09h00 / DISC: 09/09/2021 09:02

http://www.businesswire.com/news/home/20210909005170/en

Copyright Business Wire 2021.

AMC Entertainment Holdings, Inc. (NYSE: AMC) Created $ 25 Million Nationwide Ad with Oscar-winning Actress Nicole kidman celebrate the cinematic experience.

What happened: Under the brand message “AMC Theaters. We Make Movies Better. The campaign began on September 8 online and on social media and will expand September 12 to US television networks and other media platforms.

The campaign consists of multiple 15, 30 and 60 second commercials featuring Kidman at the new AMC Porter Ranch 9 in the Los Angeles market. During the commercials, Kidman comments on the emotional aspects generated by watching movies on the big screen.

“We come to AMC theaters to love, cry, take care of ourselves – because we all need it,” Kidman said in the ad, which includes brief clips from movies such as “Jurassic World,” “La La. Land “and” Credo. “

Exalted Link: Stock Wars: AMC Vs. IMAX

Why it happened: This is the first multimedia advertising campaign for AMC and the first to focus on a national film exhibition channel. The campaign will also be adapted for presentation in the nine European countries where Odeon Cinema Group, owned by AMC, operates cinemas.

For AMC, the campaign is a major setback against financial experts who denigrated the viability of the company. Last week, Macquarie Capital’s Managing Director and Senior Analyst Chad Beynon lowered the stock from Neutral to Underperforming while maintaining a price target of $ 6 which was 87% below its current trading level.

The campaign also reinforces the message that the rise of streaming services will not cripple the space for movie theater operators. On Monday, AMC announced that its Labor Day weekend performance surpassed the pre-pandemic 2019 Labor Day weekend attendance level and marked its highest attendance since reopening its sites after the start. of the public health crisis.

“As we have said several times in recent times, with the billions of dollars we have raised this year, AMC is strong, and it is time for AMC to play on offense again,” said the president and CEO. general of AMC. Adam Aron.

Photo: Valérie Renée / Flickr Creative Commons

Partner content *

While subscriptions are the rising revenue trend in digital news media, advertising remains by far the most important online segment for most mainstream publishers and how to grow it is a key question.

In the first quarter of 2021, digital advertising was the fastest growing revenue stream for most UK newspaper brands and magazine publishers, worth over £ 200million. This overshadows the direct reader revenue from subscriptions and memberships. After a difficult pandemic in 2020, online advertising revenue is rebounding rapidly for news publishers in the UK and US, meaning it is even more urgent for them to capitalize on this rebound.

These revenues are highly dependent on third-party identification cookies served through dominant search engines. These are the files that readers upload that allow marketers to follow readers and serve them with ads tailored to their interests.

This display advertising revenue, which totals tens of billions for publishers around the world, is threatened by the disappearance of third-party cookies.

In June, Google postponed the end of third-party cookies in Chrome until the end of 2023 as concerns grew over its proposal to remove audience identification technology from publishers and into its own system.

However, according to the global analytics and activation platform Piano, publishers should act now to protect and grow this vital ad revenue, rather than having Google dictate the pace of change or wait until the last minute to start planning. an alternative.

Piano Director of Growth Joanna Catalano said, “Publishers should use this time frame to develop well-founded strategies based on engaged and loyal users who are willing to share their identities and appropriate personal information.

“At Piano, over the past year, we’ve spoken to publishers, brands, agencies, ad technology companies and industry experts, and it’s clear they all understand the value of this approach,” but many do not know where to start. This break creates an opportunity to develop a solid strategy for engaging and converting anonymous users to known and known profile users.

Piano helps publishers develop first-party and zero-party data strategies that are potentially much more efficient and lucrative than the soon-to-be-phased third-party approach.

Third-party data is information collected by an outside company about your readers. First-party data is information collected by publishers about their own readers. Zero-Party Data is how Piano describes personal information voluntarily provided by a reader to a publisher, and is the most valuable data a business can collect. This last category allows publishers to create a profile of their users and still be able to offer a personalized browsing experience after the gradual deletion of cookies.

The more readers are willing to share their data directly with publishers, the less publishers care about changes to search engines and instead dictate their own direction.

Catalano says: “It is clear from our lessons from last year that publishers and brands will need more than just one approach to delivering relevant and well-targeted advertising in the post-cookie era.

“It’s critical to identify technology and strategic partners who understand and can help execute a multi-faceted strategy that works with anonymous and known users, direct and programmatic advertising. Doing this will have immediate value, opening up opportunities with the significant portion of the public already browsing without third-party cookies.

---

Promoted White Paper: Download Piano’s ten-page guide on how publishers can win in a world without third-party cookies. Packed with useful data and information.

---

How Publishers Can Increase Their Online Advertising Revenue In A World Without Third-Party Cookies

1) Start collecting first and zero-party data

Start targeting segments of your audience and guiding them to sign up and provide their data with incentives like being able to access locked content.

2) Embedded tools to store and manage consent

Whether it’s a data management platform, customer data platform, or consent management platform, now determine where you will store all of that data and consent.

3) Invest in audience segmentation tools

You need audience segmentation tools to create subsets of your users. This can be based on characteristics pulled from zero and first party data. They can also take advantage of similar modeling to produce larger audience pools.

4) Collect data at the right time

Collecting more data over time requires thinking about the right time in the customer journey to request it. At each step, try to figure out how to bring users deeper into the funnel with the right offers at the right time that will bring you more data to complete your customer profile.

5) Veterinary identity partners

You need this to override cookie matching and enable all zero and first party data that you will collect. Make sure to check their offers to see which ID might work best for your business.

6) Start testing solutions now

As Travis Clinger, Senior Vice President, Addressability and Ecosystem, at Piano Partner LiveRamp, said at a recent Piano event, you don’t want to be caught trying to apply new technologies and strategies to the business. mid-fourth quarter 2023 holiday season. It’s worth testing different solutions, including IDs and different data or consent management platforms, right now.

Even with third-party cookies here for two more years, there are major benefits to starting your plan to replace reliance on this legacy technology now. Starting earlier means you’ll be on the right track not only to collecting richer data on your users, but also to better engage them with relevant, privacy-compliant ads that could turn them into your most loyal customers in the long run. .

* This article was produced in collaboration with Piano, one of Press Gazette’s trusted business partners

“Covid-19 and Brexit have both taken their toll and the summer season has been very difficult to navigate, with many people facing staff shortages during the most important time of the year.

“It’s not just hospitality that has been affected and this recruiting package aims to support all of Weymouth’s BID direct debits payers when they need it most.”

The offer is completely free and exclusive to Weymouth BID taxpayers and will include a mix of print and online advertising in Dorset Echo valued at over £ 200.

A spokesperson for We are Weymouth said: “We are delighted to support our taxpayers by partnering with Dorset Echo to offer free recruitment advertising.

“As businesses, we work tirelessly to stimulate the local economy and recruiting is essential to support these businesses. ”

To apply, simply send your name and phone number to [email protected]

A member of the Dorset Echo team will contact you with the details of the job posting you wish to post.

Recruitment announcements will be published from September 16 and the deadline to apply is September 9 at 12 noon. Only Weymouth BID direct debit payers can apply.

Social Advertising Tools Market provides accurate vertical analysis with respect to valuation forecasting, competitive intelligence, growth drivers, risks and limitations, impact of Covid-19 and other topics important.

The Social Advertising Tools market research report identifies all the factors positively and negatively impacting the growth of this vertical, to guide stakeholders in making the right decisions. In addition, it includes statistical coverage of the past and current business scenario to validate the forecast figures presented in the document. Moreover, the report elaborates on the different segments of the industry and unveils the lucrative prospects that will ensure high profits for years to come.

Request a sample Social Advertising Tools Market report at: https://www.marketstudyreport.com/request-a-sample/4096286?utm_source=Algosonline.com&utm_medium=AN

According to industry experts, the social advertising tools market is expected to accumulate notable profits during the period 2021-2026, registering a CAGR of XX% throughout.

In addition to these factors, the paper illustrates the impression of COVID-19 on this area, focusing on challenges such as variations in supply and demand, cost management and digitization operations faced by businesses. In this context, it offers solutions that will ensure an upward growth trajectory in the years to come.

Important Social Advertising Tools Market report pointers:

• Implications of COVID-19 on industry compensation.
• Approximations regarding the growth rate of the market and sub-markets.
• Dominant trends in the market.
• Business expansion opportunities.
• Advantages and disadvantages of the direct and indirect sales channel.
• Top supply, resellers and traders.

Request Discount on Social Advertising Tools Market Report at: https://www.marketstudyreport.com/check-for-discount/4096286?utm_source=Algosonline.com&utm_medium=AN

Social Advertising Tools Market Segments Covered In The Report:

Regional bifurcation: North America, Europe, Asia-Pacific, South America, Middle East and Africa

• Analysis of the commercial landscape at the national level for each regional market.
• Cumulative sales and revenue for each region.
• Share of industry captured by major regional contributors.
• Predictions of the growth rate of each regional market over the stipulated period.

Types of products: Cloud-based and on-premise

• Sales, revenue and market share of each type of product.
• Price models for each product segment.

Application spectrum: BFSI, Transport and logistics, Healthcare, Retail and e-commerce, Media and entertainment and others

• Total revenue and sales accumulated by each scope.
• Product pricing based on scope of application.

Competitive dashboard: Hootsuite Inc., Facebook, Qwaya, AdEspresso, Inc., Social Ads Tool, ADSTAGE, goraPulse, Sprout Social, Inc., Driftrock Ltd. and AdRoll.com

• Products and services offered by key players.
• Large company manufacturing facilities in the areas served.
• Breakdown of overall turnover, sales, gross margins, pricing models and market share of listed companies.
• SWOT assessment of listed companies.
• New emerging competitors in the market.
• Distribution of popular trading tactics.
• Conclusive overview of the market concentration rate and the rate of commercialization.

For more details on this report: https://www.marketstudyreport.com/reports/global-social-advertising-tools-market-2021-by-company-regions-type-and-application-forecast-to-2026

Associated reports:

1. Global Endpoint Security Market 2021 by Company, Regions, Type and Application, Forecast to 2026
To find out more: https://www.marketstudyreport.com/reports/global-terminal-security-market-2021-by-company-regions-type-and-application-forecast-to-2026

2. Global Product Information Management Solutions Market 2021 by Company, Regions, Type and Application, Forecast to 2026
To find out more: https://www.marketstudyreport.com/reports/global-product-information-management-solution-market-2021-by-company-regions-type-and-application-forecast-to-2026

Contact us:
Sales to businesses,
LLC Market Research Report
Phone: 1-302-273-0910
Toll free: 1-866-764-2150
E-mail: [email protected]

For more information: https://www.marketwatch.com/press-release/global-3d-laser-scanners-market-size-share-to-be-appraised-at-usd-820-million-by-2024 -2021 -08-25? Tesla = y

Spain: CNMC identifies competition concerns in online advertising industry

The Spanish Competition Authority (“CNMC”) Recently published a study on the online advertising sector in which it analyzes the competitive conditions of the market, emphasizing the practices of the“ big tech ”.

The study mentions, among other things, some key factors to tackle the set of identified competition problems, the role of transnational cooperation and the urgent need for more resources for competition authorities and regulators.

1. Overview of the online advertising industry

The CNMC says that advertising has become the main source of funding for content consumed on the Internet and that some of the largest “big tech” companies have grown in particular thanks to advertising revenue.

According to the study, revenues for this sector come from two main channels: i) search advertising, characterized by advertisements that can appear alongside keyword searches in general search engines; and, ii) display advertising, which results from advertising in the form of video, banners, social media formats, etc., while browsing websites and applications.

The CNMC also describes two marketing models used in display advertising:

• Inventory of platforms – in particular Google, Facebook and Amazon – which directly market their own offer. In the total display advertising in Spain, these platforms can represent up to 60% of revenues, with growth rates of around 25% per year in recent years.
• The inventory of publishers with a predominantly national audience – such as digital newspapers, Internet television, radio or applications – where intermediaries are needed to enter into agreements with advertisers and media agencies. This is called “open display”. According to the CNMC, Google could hold a market share of 50 to 70% in these intermediation services.

The CNMC stresses that the market power acquired by “big tech” companies in the marketing of advertising in their own inventory, but also in the intermediation of third-party inventory, is due to the major role played by data. These companies collect and accumulate first-hand data from consumers’ browsing within their platforms and enable them to personalize and optimally manage advertising campaigns.

2. Conditions of competition analyzed by the CNMC

On the one hand, the CNMC argues that online advertising generates efficiencies, such as:

• The capacity for personalization, a novelty in online advertising brought about by digitization, which allows advertisers to better reach their target audience and to enhance the advertising space of publishers.
• The ability to measure campaign performance contributes to better decision making by advertisers, agencies and publishers.
• The entry of new players and media, which expands the possibilities for advertisers and consumers.
• The emergence of new forms of contractualization, moving from physical space to digital space, and in which transactions are matched en masse in real time.

On the other hand, the CNMC identifies several problems that could limit effective competition, which can affect efficiency and ultimately the well-being of consumers:

• High level of concentration: the dynamics of the sector lead to positions that are difficult to contest, being the main cause of the role of data accumulation as a competition variable and of its interaction with network effects. The data increases the competitiveness of platforms in marketing personalized advertising and can introduce certain interoperability issues when using different providers, generating change costs and a tendency to focus on a single provider. As a result, data is a barrier to entry and growth in this industry.
• The opacity and lack of transparency regarding the information received by advertisers and media publishers is also a major concern for the CNMC. Lack of transparency can hamper optimal decision-making and can consolidate the market power of some operators, especially vertically integrated ones. It may also lead to discriminatory technical conditions or requirements in order to restrict interoperability.
• Leverage: Because digital platforms market their own inventory while participating in third-party inventory brokerage, they are used by advertisers as priority or even exclusive purchasing tools, which can generate incentives for these platforms to expand. their market power from one market to another.
• Self-preference: In addition, vertically integrated operators may be encouraged to discriminate in favor of their own services. This risk would be caused by the market power and interoperability advantages of vertically integrated operators, which limit the ability of advertisers to switch to alternative providers.

3. CNMC’s recommendations to reduce anti-competitive problems

Finally, the CNMC also addresses certain key recommendations to challenge competition concerns:

• Competition authorities should apply competition rules as a priority to promote competition in the online advertising market on a case-by-case basis;
• Competition rules should be complemented by regulation on digital platforms;
• Institutional cooperation between all the agents involved is necessary; and
• Competition authorities and regulators should be given more resources and autonomy to organize them flexibly to manage actions in complex markets.

The content of this article is intended to provide a general guide on the subject. Specialist advice should be sought regarding your particular situation.

POPULAR POSTS ON: Antitrust / Competition Law of Spain

By Brenda Goh

Chinese firm Tencent Holdings said on Wednesday that the internet industry would have to prepare for more regulations and uncertainties, but believed Beijing ultimately wanted to chart a long-term sustainable path for the industry.

The games and social media giant, which beat forecasts with a 29% jump in second-quarter profits, is among companies that have suffered the brunt of regulatory measures Chinese officials have unleashed on the industry. technology and other sectors.

“There will be short-term uncertainties and there will be a lot of new regulations to come,” Tencent chairman Martin Lau told analysts on a call after the company’s results, adding that regulators were “very focused on identifying and correcting industry behavior.”

He said such regulatory action should have been expected given how “loose” oversight of the industry had been relative to its size and importance. Tencent felt it was in a good position to “fully embrace this new environment,” he said.

“The goal is for the government to want to foster a long-term sustainable path for the industry. The government recognizes its economic and social importance and also the industry’s contribution to global competitiveness,” he said. he declares.

The executives also pointed out that Tencent offers its technologies and expertise to businesses and public services with the aim of contributing to the economy and society.

In a separate statement released on the same day as its earnings report, Tencent said it would invest 50 billion yuan ($ 7.71 billion) to promote “common prosperity” in China.

Tencent has been barred from entering into exclusive music rights deals and saw its $ 5.3 billion plan to merge DouYu International Holdings Ltd and Huya Inc blocked by the Chinese market regulator last month. The shares of the world’s largest games company in terms of revenue were also rocked after a state media article called online games “spiritual opium” and expressed concern over it. their impact on children.

As a result, Tencent temporarily lost its crown of Asia’s most valuable company to chipmaker TSMC earlier this week. Its shares are down about 8% since the August 3 article.

Tencent has since announced new measures to reduce the time and money children spend playing games, starting with its most popular game, “Honor of Kings”. He said in Wednesday’s earnings release that the measures went “beyond regulatory requirements.”

Players under 16 made up just 2.6% of its gross gaming revenue in China in the second quarter, and Lau said the company was working with regulators to explore ways to cap the total time that players have. minors devote to games. in all industry titles.

Tencent also expects its online advertising revenue to be hit hard by China’s decision to ban for-profit tutoring in basic school subjects as these companies cut spending.

Asked whether the company sees a change in preferential tax treatment, CFO John Lo said tax breaks have declined over time, but they expect its rate to drop. 2021 effective taxation is about the same level as last year, which was 11%. .

Earlier this month, state media said China should stop giving tax breaks to online video game companies.

Net profit for the three months to June amounted to 42.6 billion yuan, above Refinitiv’s consensus estimate of 34.4 billion yuan, because the strong demand for games such as ” Honor of Kings “and” PUBG mobile “made up for a drop in revenue from its battle. royal title “Peacekeeper Elite”.

Profit was also boosted by an increase in the fair value assessment of some of the companies in which Tencent has invested.

Revenue jumped 20% to 138.3 billion yuan with mobile game sales up 13%.