Twitter ad revenue
soars 210 percent
Other shorts: Media $ will grow 1.9 percent through 2015
By Louisa Ada Seltzer
Sep 29, 2011
Twitter ad revenue will soar 210 percent this year
Twitter is expected to grow its advertising revenue at a very healthy clip, though it's still just a drop in the bucket compared to social networking market leader Facebook. Twitter will bring in $139.5 million in global ad revenues in 2011, according to a new forecast from eMarketer, up 210 percent from just $45 million in 2010. While extremely healthy growth, that's still just over 3 percent of the $3.8 billion eMarketer expects Facebook to bring in worldwide this year. Twitter is still very much in its ad infancy, and eMarketer says strong growth will continue in the near future. The firm predicts the company will grow global ad revenue 86 percent to $259.9 million in 2012, and then 54 percent to $399.5 million in 2013. This year 96 percent of Twitter's ad revenue will come from the U.S., but as other countries get involved that number will fall to 90 percent next year and 88 percent in 2013. In the study, eMarketer principal analyst Debra Aho Williamson notes that Twitter's Promoted Products ad platform has been successful in the U.S., and that marketers have seen solid engagement rates that are in some cases better than those on Facebook.
Forecast: Media $ will grow 1.9 percent through 2015
Sure, advertising has hit a slowdown in recent months as the economy stalls out again and comparisons to last year become tougher. But revenue will continue to increase over the next five years, welcome news after the dips sustained during the recent recession. The U.S. media economy will grow at a rate of 1.9 percent through 2015, according to a forecast released yesterday by Veronis Suhler Stevenson, which predicts that revenue will reach $160.21 billion that year. Traditional media will see mixed fortunes during that span. Broadcast TV will grow at a rate of 3.9 percent per year, to $57.37 billion, with major boosts from retransmission fees and emerging digital platforms. Broadcast and satellite radio will see even healthier growth, up 4.2 percent per year to $22.16 billion, also seeing significant digital increases. But newspaper publishing will see revenue fall 2.7 percent per year, declining to $35.03 billion by 2015, with online paywalls and ancillary digital products canceling out only some of the dips that will be seen in the traditional print model.
Study: Multiple-screen ads boost awareness
The more the merrier when it comes to advertising on different screens. A new study from Nielsen, commissioned by online advertising leader Google, finds that people are more likely to remember the brand behind an ad when multiple screens are used for advertising, including TV, computer, smartphone and tablet. That might sound obvious – the more times you see an ad, the more likely you are to remember it. But researchers' concern was that watching the ads on different screens might confuse viewers. That didn't appear to be so. Participants were divided into groups, some of whom saw the ad on only one screen while others watched on four. For those who watched on TV, half remembered the name of the brand being advertised, compared to three quarters of those who watched on four screens. People who watched the ad on multiple screens also had higher opinions about the product advertised than those who saw the ad just on one screen.
Magazines flock to new Kindle Fire
Magazine publishers are hot to make their publications available on Amazon's new Kindle Fire. Already yesterday, when Amazon introduced its new device, the online retail giant had reached deals to distribute magazines such as Better Homes & Gardens, Martha Stewart Living and Esquire via the Fire. This comes after some frustration by publishers with distribution of magazines via the iPad, the dominant tablet device. Apple is notoriously authoritarian in its negotiations with content providers, and magazine publishers were frustrated because Apple initially refused to compromise on how much customer data it would release to them and where people could sign up for subscriptions. Amazon was apparently more willing to meet publishers' demands in these areas, and the result is a fuller magazine library to launch, though Apple has notably reached a number of iPad deals in recent months. The Kindle Fire will cost $199, a much lower price point than the iPad.
Programming notes: 'Top' gears up for season two
History's "Top Gear" is taking a victory lap to finish out its second season. The cable network has picked up eight more episodes of the auto-focused series' second season, to air in early 2012. This season has averaged 1.9 million total viewers, according to Nielsen. The program has been particularly strong among younger viewers this season, jumping 24 percent versus season one among 18-49s to 1.1 million. Meanwhile, in other programming, Outdoor Channel will roll out new episodes of "Ultimate Match Fishing" beginning tomorrow at 7 p.m., with new episodes of "Gold Fever" beginning on Saturday at noon and "Beretta's Wild and Raw" and "SCI Expedition Safari" premiering on Sunday at 4:30 and 5 p.m. Sportsman Channel will debut its fourth quarter schedule on Monday, with 50 new episodes of existing series and the premiere of the new series "Beau Knows Outdoors." Next Tuesday Military Channel will premiere "Nazi Collaborators," which examines people and groups who either knowingly or unwittingly helped the Nazis gain power. On Oct. 28 Discovery Channel will roll out the second season of "Gold Rush" at 9 p.m., following an hour-long special at 8 p.m. that looks at what the miners did in the offseason. And on Jan. 9 IFC will premiere a second season of "Portlandia," which stars Kyle MacLachlan, Fred Armisen and Carrie Brownstein.
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