Monday, January 16, 2017

Major changes in the advertising market – Today’s Business

– I have not had tv in eleven years. That’s why I get never up advertisements that are sent there. But I notice that ads follow me on Facebook and other places on the net. It’s sort of an endless stream that will never end, ” says Sunniva Hofsøy (28).

In contrast to her daughter, then follow her mother Kristin Hofsøy (52) with the different tv-programs from the comfort of your couch. But she didn’t seem creative to be sent where the hit her.

– Tv-advertising is just annoying, especially when sports are cancelled. Should I buy a product, so I seek rather after tests on the net. I did when I was going to buy a mobile phone the other, she says.

Flowing constantly striere

people’s media habits is in the strong change, and increasingly more people are choosing to stream content from Netflix, NRK / TV 2 Sumo.

But where the public’s shift from print newspaper to the online newspaper has led to a dramatic drop in newspaper advertising revenues, there is so far few traces of a similar crisis on tv.

For the entire advertising market shows Mediebyråforeningens media barometer a total medieomsetning of close to 9.2 billion in 2016, compared to 9,1 billion in 2015.

Tv advertising is clearly the largest with 3,506 billion, which is a 3.1 per cent increase from the year before.

Expect that the tv is strong

Sales and marketing director Bjørn Gunnar Rosvoll in 2 TV shows that 2016 was a year with both the OLYMPICS in Rio and the european championships in football.

at the same time growing to marketing of games of chance, the so-called betting, the powerful, and lift the tv advertising in general.

But this is a part of the advertising market the TV 2 does not participate, because bettingreklame is prohibited in Norway.

- We expect going forward that the tv media stands strong and is an important channel for reklamekjøperne. It is especially important for us in the TV 2 when the advertising is important for the financing of the increasingly expensive innholdskostnader. We are also happy with the start of the year and the viewing we have, ” says Rosvoll.

DN have written in the past that the TV 2 as goes against a historical deficit in 2016, but that it is not due to any steep fall in reklameinntektene.

Internal forecasts from December last year pointed towards the TV 2 only lost around three per cent of the reklameinntektene their total last year.

In January helps the battle for dagligvarehegemoniet to fill reklamepausene on tv.

Announce new appointment

TV 2 has said that both the news and the head office in Bergen can disappear if not the state will help to finance the allmennkringkasteroppdraget.

the Government’s proposal, is announcing a new agreement that implies that the state is to buy public service for up to 135 million annually of the tv-the company that wins the contract with the state.

Stig Finslo, executive vice president for utgiverspørsmål in lokalaviskonsernet Amedia, do they mean fresh figures from the Mediebyråforeningen confirms that there are others in the media markets that have far bigger problems than the commercial channels.

the Numbers confirm the trend we have seen for a long time, where the television still has a growth in the advertising market, while the editorial media houses have a sustained and dramatic fall, ” he says.

Television is in a situation where they are in the worst case, a stagnation, and therefore not affected in the same way by the violent changes in the advertising market as other players, says Finslo.

internet advertising growing

Just behind the tv advertising follows the group “internet”, containing categories, display, mobile/tablet, web-tv, search, social media and programmatic. It increased turnover by 12,6 per cent to 2,985 billion.

- increase the market share to television and the internet with over 4.3 per cent to a total of 70,8 per cent. This increase in isolation represents almost 400 million. When the market does not grow significantly means so large transfers much, both for those who lose and those who win, ” says managing director Maria Aas-Eng in

mediebyrået Red Group.

the Agency’s chairman of the board Nils Røang predicts that tv sales will continue to grow somewhat in 2017, despite lower ratings.

Bet on programmatically

Programmatic reklamekjøp had an increase of 70 percent in the last year, and accounted as of December 2016 for 693,9 million – to 408,1 million in 2015.

This is the bot trades on digital reklamebørser that exploits the user data to målstyre advertising campaigns in the nettmedier.

According to the Aas-Eng is the growth in such reklamekjøp the most important reason for the market fall within the display and mobile/tablet.

It is also not so that the Norwegian media picks up all this money through their bets on programmatic, since they meet strong international competition. All in all, so causes this development to a further pressure on the local media, ” says Aas-Eng.

the Norwegian daily press fell reklamesalget with 22.7 per cent – from a total of 944,1 million in 2015 to 730,1 million in the year-ago quarter.

  • Mediebyråforeningens media barometer includes about nine billion, or nearly half of all reklamesalg in Norway, and therefore provides an indication of the development in the advertising market.
  • Mediebyråene sells mainly merkevareannonser. The barometer includes, therefore, not important aviskategorier as stillings and houses.
  • Total was in Norway, they traded advertising for approximately 19,1 billion in 2016, according to the latest forecast from the Institutet för Reklam – och Mediestatistik (IRM).
  • IRM prepares statistics on missions for among others The Norwegian oil industry association, and presents its figures for the total revenue in 2016 in February.

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Massive movement

- Within the digital we are also seeing a massive movement of funds to non-editorial media such as Google and Facebook. It is obvious that this challenges the financing of Norwegian journalism. And it is obvious that the extent of the fall we look for the editorial of the media, is significantly greater than the positive effects in opplagsmarkedet, where revenues are now increasing, ” says Stig Finslo in Amedia.



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