This week’s disappointing earnings release and the gloomy outlook from WPP, the world’s largest advertising agency, was partly due to drops in corporate marketing budgets but also, as described by CEO Martin Sorrel, because of “digital disruption” changing the way traditional advertising models work. And this disruption is well illustrated by Google, whose advertising revenue in 2016 was larger than the total ad spending in all countries apart from the US. And Google’s share is growing – its latest quarterly earnings release recorded ad revenues of close to $23bn, making up 87% of its total revenue, and well on its way to hitting $90bn by the year-end. Google is the largest ad-selling company in the world, and these figures don’t even include ad revenues from Facebook, Alibaba, Tencent and other tech giants.
Have your say. Sign up now to become an Author!