Indeed, Amazon is nibbling at Google’s advertising business, taking something between $1 billion and $2.5 billion ad revenue in 2016. Google’s ad revenue was about $70 billion last year, so it’s not a big deal yet. But Amazon is famously persistent.
We’ve been toying with the idea of a podcast at the CDP Institute: frankly, it sounds like a lot of work. But enough people have taken the plunge that ad-supported podcast network HowStuffWorks has attracted a $15 million Series A investment and is becoming an independent company.
A mere one billion, you scoff. YouAppi tracks content consumption on two billion people across 4,200 apps and mobile sites. It uses the data to target in-app, on-site, and social advertising for mobile app customer acquisition and retention. The company just launched a “360 Degree Growth Marketing Platform”, which is an extension of its earlier products. But we’re not talking self-service: YouAppi is a full-service agency, currently running almost 17,000 campaigns for 470 brands worldwide.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.