Media, Marketing & Analytics 2016

Author: Randy Giusto

Date: October 3, 2016


In 2015 the Media, Marketing, and Analytics market grew to $450.3 billion, representing 29% of the $1.5 trillion global information industry. Within that growth opportunity, companies are shifting more budget dollars to mobile, which is no longer a separate marketing channel, but rather a way to connect to more immersive and engaging media. Data-first vendors that value first party over third party data and mobile over traditional methods will also grab investor attention in 2017.

What’s ahead for this market? Media Marketing and Analytics 2016 profiles a market with diverse segments that are in various stages of their own evolution and forecasts each segment through 2019.


We base the information in this report on a comprehensive and rigorous methodology Outsell developed. This methodology provides financial estimates for the overall market, for appropriate markets within the overall segment, and for specific companies in the ecosystem. Revenue is analyzed several different ways, including both retrospectively in terms of historical trends and prospectively via Outsell’s market forecast. We provide growth rates, market share, and, where possible, geographic, revenue source, and format (print versus digital) splits for leading companies within the space. Outsell methodology starts with its database of over 8,000 global media and information companies worldwide. These firms are assigned to all appropriate segments in which they operate.

Outsell uses all publicly available information and its own insight and research with the companies themselves to size each player in the space. We size public companies primarily on their reported results, though we also apply Outsell analysis to further segment and align their revenues according to Outsell’s industry segmentation. We size private companies using the best available information on each company, augmented by our own primary research.

For each market segment, we identify the top 10 largest players in the space (by revenue) in a table. Those companies that derive revenue from multiple segments have their revenue allocated by segment. Only the portion of a provider’s total revenue that is attributed to the subject segment is identified under that company for that segment. The sum of the various segment revenues for a provider equals the company’s total reported/estimated information industry revenue.

Outsell Inc. Media, Marketing & Analytics 2016

The segments covered in this report include:

  • Marketing Services
  • Martech
  • Adtech
  • CRM Solutions
  • Marketing Research
  • IT Research
  • News

This report analyzes the forces and disruptive competitors that are driving the Media, Marketing and Analytics market and provides essential actions for organizations looking to compete as the market transforms.

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