digital ad spend


A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • A new study by Quintly examined 105 million Facebook posts that point to the most effective ways to reach customers on the platform. Link posts are the most popular with Facebook users. Not surprisingly, videos draw the most interactions, 65-percent more than images. Longer posts (more than 150 characters) are less popular than shorter posts. And according to the study, interactions are significantly greater (13-percent more) on weekends.


  • While nine out of ten marketing executives report using artificial intelligence to improve returns, 34-percent of executives surveyed by Business Insider Intelligence say they feel “unprepared” to use AI to its full potential. Companies could expect “bigger boosts in revenues,” if marketing executives had a greater understanding of AI, Sky Cassidy, CEO of Mountain Top Data, said in a release. Using AI to improve email results should be a top priority, according to Cassidy.


  • In-app digital advertising continues to grow exponentially, according to the latest PubMatic Quarterly Mobile Index report. In-app video spend jumped 200-percent per year in 2018. In-app impression volumes driven by header bidding technology increased by 300-percent, and server-side (S2S) header bidding offers publishers new ways to increase efficiency and competition. In-app advertising makes up the majority of mobile ad spend on the PubMatic platform.


  • Retail is poised to feel a big impact from AI in the coming years, according to new market analysis by UBS. But big data is not necessarily where the most opportunities lie, My Total Retail reports. So-called “small data” that pinpoints individuals’ purchasing preferences, experiences and goals, holds a key promise of increasing marketing returns, according to reporting by My Total Retail. Retailers should use AI in combination with voice assistants, chatbots and data analytics for best results in building and retaining customer loyalty.


  • The interactive content management platform Ceros has received $14M in Series B investment funding for its content animation services, according to reporting by ClickZ. Ceros was founded in London in 2012. It has offices in five countries and provides a total solution for content creators, including hosting, animation, access to assets and analytics.


  • Fastbase announced that it is now offering a Google Ads extension that tells advertisers the names, websites, addresses, phone numbers, contact and email information of businesses that click on Google Ads—and going back one year. The extension is available via Google Analytics.


  • Digital advertising spend is expected to outpace traditional advertising expenditures this year, according to forecasting by eMarketer. As reported by Tech Crunch, digital advertising will represent 54.2-percent of total ad spend in 2019 compared to traditional advertising’s 45.8-percent.


What: Real estate advertising has reached a digital saturation point at almost 75% of real estate ad budgets, according to a new report by Borrell Associates. The researcher now expects a 2% decline (US $200 million) of digital ad spend in 2015. Streaming video and streaming audio are more likely to see their ad spend increases by 2019 (to US $4.9 billion and  US$778.5 m respectively). Display, email and paid search will all decline.
Why it matters:  Real estate classifieds and advertising were an important engine of the early Internet economy taking away dollars from off-line vehicles. Mostly from newspapers. Now they seem to have reached a saturation point, Borrell Associates suggests. Digital display dollars will shift to online video and audio ads.

2298394906_6c4426d611_zReal estate advertising has reached a digital saturation point, according agents and broker community. The real estate advertising business reached US $31.8 billion in ad spend last year, but now digital ad spend among agents and brokers is expected to decline by 2%  or US$200 million in 2015. This is the first decrease in 20 years, says research firm Borrell Associates.

2015 digital ad spend share

Out of a total Real Estate Vertical Ad spend of US$ 31.8 billion (offline and online), Borrell Associates expects:

  • Agents and brokers to spend US $13.9 billion of which 75% will be in digital
  • Mortgage lenders  on premier estate properties will spend an estimated US $12.3 billion in 2015 ( 44% in digital)
  • Rental unit managers will spend US$3.3 billion ( 52% in digital)
  • Developers will spend US $2.3 billion (69% in digital.)

The digital saturation point for agents and brokers is 75% of real estate ad budgets for homes for sale fort lauderdale as they were early buyers in the online ad economy.

The digital saturation point for agents and brokers is 75% of real estate ad budgets as they were early buyers in the online ad economy.

Agents and brokers overall ad spend rose 2.2% in 2014. (Rental unit managers saw the biggest overall ad spend increase in 2014 – 13.8% – followed by developers at 9.5% and mortgage lenders at 6%.)

Digital drop

  • Online display. Investments in online run-of-site (ROS) display from the agent and broker community have decreased 15.9% since 2014, with estimated 2015 spend at US$511.9 million. A 92.2% decrease to US$47.2 million is expected between 2014-2019.
  • Agents and brokers have increased targeted display spend 2.1% to US $4.9 billion between 2014-2015. However, a 22.9% decrease to US$3.7 billion is expected between 2014-2019.


  • Streaming video investments among agents and brokers was US$862.7 million. By 2019, it is expected to grow to US $4.9 billion.
  • Streaming audio spend has decreased by 40.2% to US $19.4 million from 2014 to 2015. By 2019 a 2,300.2% increase is expected, with streaming audio spend totaling US$778.5 million.

Streaming video and streaming audio are more likely to see their ad spend increases by 2019. Display, email and paid search will all decline.


Mobile investments are increasing as well, driven by millennials’ tendencies to rent and use mobile devices and online realty hubs like Zillow or Realtor.com to seek out listings.

Join us at PORTADA Mexico!

Get our e-letters packed with news and intelligence!