MACRO MEDIA TRENDS

Informing strategic decision-making

Sell Side

Challenge

In a disruptive market scenario, a media owner heavily invested in online video is struggling to determine if the deceleration over the past year is holistic across the industry or its business is under-performing. Executive leadership under pressure from board to give answers about the overall landscape and business outlook.

Solution

Guideline’s Spend Data demonstrates that overall digital video spend was flat in Q1, adding up to 3 straight quarters of virtually no growth in the market, but still overperformed virtually all other media, with the growth of OTT offsetting short-form OLV declines. It also shows that key categories like financial services, technology and entertainment have largely reduced their investment in the video space in recent quarters, while picking up again over the past two months.

Success

Executive leadership gains certainty around the fact that the business is invested in the right segment of the market, and sees an opportunity to introduces changes in product to start shifting from short-form and into long-form OTT.

The media market was down -6% overall in the quarter, with declines applying to all media types, including Digital.

Audio was the only Digital Ad Type maintaining growth, though OTT within Video was also up during the quarter.

A look at the Publisher level confirms the ad spend declines in Q1 applied holistically across the industry, with limited exceptions

The company used Guideline’s Product Category data (which reports into 87 product sub categories) to identify into which areas of demand are bringing growth into the market.

Join the future  with Guideline

We are the world's most trusted authority for accurate media data and collaborative planning tooIs to guide your advertising decisions.

With the 2022 acquisitions of Standard Media lndex and SOAD, the company offers a single source of truth for advertising spend and pricing data that provides unprecedented accuracy and transparency across the media industry as well as a powerful centralized media planning platfarm that delivers collaboration, efficiency and analysis across multiple global media teams and agencies in one interface.

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