INSUBCONTINENT EXCLUSIVE:
The tradition of sitting through a barrage of ads in exchange for being entertained began with radio, flourished with the arrival of
television and followed the mass migration online.
As the massive $35 billion in advertising revenue captured by YouTube and Instagram in
the last quarter indicated, online advertising around social media, influencers and streamers already represents roughly half of the total
amount spent on television advertising at its 2018 peak of $72.4 billion.
Entertainment businesses are under enormous pressure to create new
revenue models as linear advertising becomes less relevant to consumers, a potential harbinger for another boom in advertising technology as
companies try to keep audiences engaged.
Instagram $20 billion advertising haul, first reported by Bloomberg, comes as Alphabet, Google
parent company, disclosed advertising revenue of $15.1 billion at its YouTube subsidiary for the first time.
Taken together, those figures
mean that the market share of advertising commanded by television may shrink to a quarter of all advertising spending sooner than the 2022
prediction from eMarketer, as reported in MarketingLand
While search on Google and Amazon are clear winners — as is Facebook — other technology companies are likely to see a windfall as
advertisers chase consumers to new places.
