Marketing Numbers of the Week

3/12/2021

80%

Disney laid out a plan to unify all its advertising sales among digital and linear TV screens. As a part of it, the company reported it developed a programmatic exchange called Disney Real-Time Ad Exchange (DRAX) — a new program, allowing prioritization to be given to firms as they scale their campaigns. In 2021, Disney predicts its automated advertisement revenue to rose more than 80% and hopes by 2025, 50% of its total addressable and linear revenue will come from programmatic sales. In the last quarter, online ad sales at Disney’s direct-to-consumer businesses including ESPN+, Hulu and ABC.com increased to 47% to $882 million and sales at ABC will surpass 5% to $984 million. Disney reported that its ad campaigns also saw 56% growth year-over-year, representing a 110% increase in revenue growth due to demand for their unique data capabilities.

$500,000

Taboola, the digital advertising company launched a new global initiative named #RecommendHER, which will allow company to donate $500,000 worth of free advertising for women-owned companies on its platform. A new global initiative will run during Women’s History Month for the remainder of March 2021. The advertisements for selected women-owned companies are allowed to use Taboola’s network of more than 9,000 digital publisher websites. Over 13,000 advertisers using Taboola to reach 516 million daily active users on the Taboola network in a brand safe environment. Globally, there are 6.2% of women own long-term business, compared to 9.5% of men. However, the new initiative came when the company is looking to support women-owned companies in these tough situations caused by the COVID-19 pandemic, the company said.

45%

TED, the world’s top podcast publisher is looking forward to help marketers reach a growing audience on mobile devices and smart speakers with podcast advertising. As a part of this, TED launched “TED Audio Collective” to connect with the brands with ad capabilities. According to Podnews, TED podcasts are downloaded 1.65 million times per day and their TED shows ranked by Apple Podcasts as most downloaded of the year. Spending on podcasting ads will continue to expand for several years. eMarketer expects that spending on podcast advertising in the next year is likely to rise 45% to $1.13 billion in the U.S including an 18% gain to $1.33 billion in 2022. By next year growth is expected to be stronger with a rise of 10% to $782 million as the advertising market is recovering from the pandemic situation.

$2.4B

The mobile game developer Electronic Arts said it will buy mobile games developer and publisher Glu Mobile Inc for a $2.4 billion deal. The aim of this deal is to expand the area of business and this transaction would likely close by the end of the June-ended quarter. Thus, Glu’s mobile games such as “Kim Kardashian: Hollywood,” “Diner Dash” and “MLB Tap Sports Baseball” will be taken by the EA. This deal instantly adds considerably scale to EA’s mobile business. Mobile is the fastest-growing platform in the world and mobile gaming sees unprecedented growth due to the pandemic and with the addition of Glu’s games, we hope we’re doubling the size of our mobile business, said EA Chief Executive Andrew Wilson.

57%

Merkle, the global performance marketing agency has released its 2021 Loyalty Barometer Report. According to the release, 81% of the consumers replied that they want to form a relationship with brands. More than half 57% said that they remain loyal to a brand regardless of the events of 2020. About 47% of 1,500 U.S consumers said that no event stopped them from purchasing a brand. The survey also found that over 70% of consumers preferring discounts rather than free products (65%), free samples (51%), free services (48%), chance to win prizes (28%), consumers like surprises (58%), and 41% of people said that it is vital for the brands to make the shopping experience more convenient in order to make their lives easier.