Advertising Sector Scorecard Q1 2021 Update – Thematic Research

The thematic screen of GlobalData’s advertising sector scorecard is dominated by the four As – Amazon, Alibaba, Adobe, and Alphabet. These companies are best placed to benefit from the disruption caused by themes such as COVID-19, artificial intelligence (AI), and ecommerce.

Scope

This sector scorecard provides a top-down, comprehensive outlook for the key players in the advertising sector over the next two years, based on the key themes set to transform their industry landscape.

Key Highlights

Nine of the top 10 companies on our thematic ranking are technology vendors. The only advertising company that makes it into the top 10 is WPP, in seventh place. This is partly a reflection of the importance of technology themes to the advertising sector. Of the 10 themes that matter most to this sector, seven are technology themes (AI, cybersecurity, internet advertising, internet TV, social media, ecommerce, and gaming).

It is also an indicator of how important advertising is to large technology vendors. Advertising is Amazon’s fastest-growing segment, while four-fifths of Alphabet’s revenue of $55bn in the three months to the end of 31 March 2021 came from advertising.

Reasons to buy

Companies that invest in the right themes become success stories; those that miss the big themes end up as failures. Given that so many themes are disruptive, it is very easy to be blindsided by industry outsiders that invade your sector.

To help our clients gain a competitive advantage, we have developed GlobalData’s thematic research ecosystem. This single, integrated global research platform provides an easy-to-use framework for tracking all themes across all companies in all sectors.

This report is a sector scorecard, which identifies those companies most likely to succeed in a world filled with disruptive threats.

Companies mentioned

Adobe

Alibaba

Alliance Data Systems

Alphabet

Amazon

ANGI Homeservices

Baidu

ChannelAdvisor

Cheil

Clear Channel

comScore

Criteo

Dentsu

Facebook

HubSpot

Interpublic

JC Decaux

Lamar Advertising

M&C Saatchi

Marchex

Nielsen

Omnicom

Outfront Media

Pinterest

Publicis

Rightmove

Rubicon Project

Tencent

Trade Desk

TripAdvisor

Twitter

Verizon

Vivendi

WPP

Yahoo! Japan

Yandex

Yelp

Table of Contents

Executive summary

Introduction

Sector performance

Advertising sector scorecard

Thematic methodology

    Pricing

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