Let’s being with the top lines of this new research from Polar.
“Executive Summary
Digital advertising is growing 15% Year-Over-Year (YoY), from $266b in 2018 to $465b by 2022 .
Digital will be 50% of all ad spend by 2022.”
So stated Polar in their new White Paper on Digital Media. What follows are likewise from their Q1 2019 brief and digital trends snapshot.
Digital marketing is obviously a large and growing trend in manufactured, modular and other forms of factory-built housing. Housing shoppers routinely use online searches as part of their housing hunt. Thus the relevance to manufactured housing is beyond doubt.
Some bullets from Polar’s Q1 2019 White Paper:
- 63% of digital goes to the Duopoly, 12% is going to the Next 5.
- Google is growing 20%, with $115 billion and 43% of the market.
- Facebook is growing 33%, with $54 billion and 20% of the market.
- Next 5 (Amazon, Microsoft, Oath, Twitter, Snap) have $29 billion, 12% of the market, 42% growth.
- Rest of the digital market will decline 11% in 2019. Social leads the pack, growing from $185b today, 40% of the ad market by 2022 .
- Video is $28b, growing 15% (in line with market) to $48b by 2022.
- Search, Banner, and Classifieds all growing less than 10%.
Insights, Analysis
The Daily Business News on MHProNews has noted since the launch of our publication the obvious need to have a good digital – online – presence.
In more recent years, MHProNews spotlighted the challenges of the concentration of money and power in monopolistic moat builders. We’ve specifically cited Facebook, Apple, Amazon, Netflix, Google (FAANG) -all digital platforms. So the problem isn’t just Berkshire Hathaway – or BRK Chairman Warren Buffett’s close buddies at Microsoft – in terms of “strategic economic moats.” That should not be construed to mean that only those firms should be considered as possible targets for antitrust – monopoly-busting – and other legal, legislative and/or regulatory actions.
The power of Facebook and Google goes beyond marketing, into influencing millions of actual and prospective voters. See the related reports, further below.
Google and Amazon have entered into factory building, directly and/or indirectly. There are so many subsidiaries to Facebook that they – along with some of these other giants conglomerates, may have more than a marketing or tech interest in factory-based home building.
As MHProNews led-the-way last year in reporting, the Trump Administration has already drafted an Executive Order for antitrust action.
Further, Democrats have made anti-monopolistic behavior part of their so-called ‘new deal’ platform.
So, while the data from Polar might accurately reflect the current digital status quo, it doesn’t take into account several issues relate to hot button issues that impact manufactured home connected business and organizations of all kinds.
Among the concerns are how the search/social media/tech giants have been accused of manipulating search results for or against certain viewpoints.
One other takeaway from this report is that the digital giants are slowly squeezing mainstream media outlets for revenue.
It should be noted that MHProNews’ parent operation has more than one revenue source, thus ad revenues alone are technically not necessary to sustain our operation. That also give us the ability to investigate stories that toadies for the powers that be would never dare publish, regardless of the evidence.
Here is the download of the entire 31 page Polar white paper. That’s “News through the lens of manufactured homes, and factory-built housing,” © where “We Provide, You Decide.” © ## (News, analysis, and commentary.)
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