Many forces continue to shape the Media, Marketing & Analytics market, including the influence of Facebook and Google, the erosion of agency holding company business models, the merger of AdTech and MarTech, and a slowing global economy. Long-term survival will require navigating the choppy waters ahead and delivering on marketers’ needs to help them create positive business outcomes from the marketing dollars they spend.
Outsell bases the information in this report on a comprehensive and rigorous methodology we developed. This methodology provides financial estimates for the overall market, for appropriate markets within the overall segment, and for specific companies in the ecosystem. We analyze revenue in 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, geographical, revenue source, and format (print versus digital) splits for leading companies within the space. Outsell methodology starts with its growing database of 9,000 global data and information companies, which 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, augmented by our own primary research.
For each market segment, we identify the top 10-20 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.
Table of Contents
Why This Market
About the Author
List of Figures
Figure 1: AdTech Revenue by Geographic Region, 2018
Figure 2: MarTech Revenue by Geographic Region, 2018
Figure 3: Marketing Services Revenue by Geographic Region, 2018
Figure 4: Marketing Research Revenue by Geographic Region, 2018
Figure 5: IT Research Revenue by Geographic Region, 2018
Figure 6: News Revenue by Geographic Region, 2018
List of Tables
Table 1: Media, Marketing & Analytics Market Revenues ($millions)
Table 2: Media, Marketing & Analytics Market Size and Forecast ($billions)
Table 3: Top 20 AdTech Players and Market Share, 2017-2018
Table 4: Top 20 MarTech Players and Market Share, 2017-2018
Table 5: Top 20 Marketing Services Players and Market Share, 2017-2018
Table 6: Top 20 Marketing Research Players and Market Share, 2017-2018
Table 7: Top 10 IT Research Players and Market Share, 2017-2018
Table 8: Top 20 News Players and Market Share, 2017-2018
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