Google's latest results suggest it is landing the AI transition, with multiple ways to exploit its investments in AI infrastructure.
Integrating AI into search is an imperative for Google. Unit cost and monetisation trends are reassuring, but the question of the search engine/website compact is not resolved.
Google is facing antitrust enforcement in its home market. Wrangling over remedies is ongoing, but Apple may be the one who can break Google's advantages.
Meta led the pack of tech results in Q2 with 22% growth and championing a suite of generative AI products; should these falter, Meta can recalibrate by devoting more of its AI infrastructure to core user and ad products.
AI and the metaverse give Meta an uncertain shot at a new platform play, leveraging its enormous user base and bringing developers back into the fold.
Reality Labs is still burning cash, but a collaboration with Ray-Ban offers a path to usable head-mounted displays, and could get Meta there faster than Apple’s cutting-edge approach.
Google has permanently shelved the 2025 deadline for removing all third-party cookies from Chrome, but publishers should prepare for much higher rates of users blocking cookies.
The online economy is still moving towards more privacy and user controls on the major platforms, with Android the next target for the Privacy Sandbox.
Regulators are increasingly setting the terms online, limiting Google's freedom of movement, and with the conflict between competition and user privacy protections defining the next phase of the internet.
On 4 June 2024, Enders Analysis co-hosted the annual Media and Telecoms 2024 & Beyond Conference with Deloitte, sponsored by Barclays, Salesforce, the Financial Times, and Adobe.
With over 580 attendees and over 40 speakers from the TMT sector, including leading executives and industry experts, the conference focused on how new technologies, regulation and infrastructure will impact the future of the industry.
This is the edited transcript of Session Four, covering: artificial intelligence, the new phase of online advertising, and closing remarks. Videos of the presentations are available on the conference website.
On 4 June 2024, Enders Analysis co-hosted the annual Media and Telecoms 2024 & Beyond Conference with Deloitte, sponsored by Barclays, Salesforce, the Financial Times, and Adobe.
With over 580 attendees and over 40 speakers from the TMT sector, including leading executives and industry experts, the conference focused on how new technologies, regulation and infrastructure will impact the future of the industry.
This is the edited transcript of Session One, covering: the evolution of streaming models, and public service broadcasting in the digital age. Videos of the presentations will be available on the conference website.
As viewing moves online, broadcasters’ on-demand players make up a growing proportion of viewing, becoming central to their future strategies.
However, even though SVOD viewing might have begun to plateau, BVOD growth cannot yet balance the decline of linear broadcast.
Of this shrinking pie, 2023 saw most of the major broadcast players increase their viewing shares.
The UK’s ‘zombie’ economy—largely flat since March 2022—is due to the cost-of-living crisis weighing on households, with this exacerbated in 2023 by the rising cost of credit. Real private expenditure growth will be weakly positive in 2024 before strengthening in 2025 as headwinds recede
Our 2023 forecast of a nominal rise but real decline in display advertising was realised, with TV’s revenues falling while digital display rose. Advertiser spend online is justified by the channel’s size and growth, worth an estimated £406 billion in 2023
For 2024, much lower inflation and mildly positive real private expenditure growth points to 3-4% display advertising growth, with a stronger recovery anticipated in 2025
Google and Meta both grew ad revenues at double digit percentages, with European results running well ahead of North America. The majority of UK publishers selling digital web advertising, by contrast, are seeing nothing like these results
Platforms are moving advertisers over to powerful, results-oriented campaign tools, which few competitors can match
The nature of the relationship between platforms and news publishers is changing, with Google and Meta wanting to avoid risk in their core businesses. AI could transform the relationship still further
Despite its scale, YouTube can get overlooked. But its tremendous reach and impact across all demographics make it the internet's universal service provider.
YouTube is still the golden child for creators who want to make a living from their content. For YouTube, this broad base of suppliers ensures a position of strength from which to claim a large revenue share.
Competition from TikTok took some of the shine off YouTube's usage, and forced it promote lower-monetising Shorts. YouTube is pushing heavily into subscriptions, TV sets, and premium content via sports rights to boost the money it makes per minute spent.
Advertising activity has shifted dramatically from brand-building to activation in the past few years. Advertisers should resist the pressure to spend even more on activation: those that rebalance to brand building can gain a long-term competitive advantage.
Brand advertising works by building up memories and associations, supporting market share and pricing. This is done best by television, print, audio and out-of-home, but in a rapidly fragmenting media landscape online video and display can no longer just be a supporting act.
Investing in proper cross-channel audience measurement and planning will allow advertisers to use brand advertising effectively across all media, as well as supporting broadcaster and publisher ad revenue.