Media, Marketing, and Analytics: 2017

Author: Randy Giusto

Date: June 29, 2017

Description

Outsell’s latest research report reveals that the Media, Marketing, and Analytics market grew to $451.4 billion in 2016. As this market now represents 28% of the $1.6 trillion global information industry, what’s next?

Media, Marketing, and Analytics: 2017 explores adtech, martech, marketing services, CRM solutions, marketing research, IT research and the news industry in more detail. It provides 2016 market shares and updated forecasts for each segment. The report profiles a market with diverse segments in various growth stages:

  • Marketing services grew 5% in 2016, as currency impacts favored Asian agency holding companies.
  • Martech grew 11% on the strength of enterprise clouds, investments and acquisitions.
  • Adtech grew 9% even with consolidation in some sub-segments.
  • Market Research remained a nearly flat market where the top 10 players control over 50% share. IT research market, which is a significantly smaller market, grew 8%.
  • The news industry shrank 3% as print revenues declined further and as display advertising growth began to fall.

What are the forces defining each segment? Learn more about how to address the challenges and opportunities ahead, and the essential actions needed for companies to operate in this space.

Methodology

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 growing database of 9,300 global data and information companies. 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 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 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, and Analytics: 2017

Table of Contents

Why This Market

Methodology

Market Definition

Outsell’s Media, Marketing and Analytics Segmentation

Key Takeaways

Adtech

Adtech: Composition

Competitive Market Dynamics

Adtech: Dynamics

Adtech Emerging: Competitors

Adtech Essential: Actions

Martech

Martech: Composition

Competitive Market Dynamics

Martech: Dynamics

Martech: Emerging Competitors

Martech: Essential Actions

Marketing Services

Marketing Services: Composition

Competitive Market Dynamics

Marketing Services: Dynamics

Marketing Services: Emerging Competitors

Marketing Services: Essential Actions

CRM Solutions

CRM Solutions: Composition

Competitive Market Dynamics

Marketing Research

Marketing Research: Composition

Competitive Market Dynamics

Marketing Research: Dynamics

Marketing Research: Emerging Competitors

Marketing Research: Essential Actions

IT Research

IT Research: Composition

Competitive Market Dynamics

IT Research: Dynamics

IT Research: Emerging Competitors

IT Research: Essential Actions

News

News: Composition

Competitive Market Dynamics

News: Dynamics

News: Emerging Competitors

News: Essential Actions

Essential Actions

Related Research

Figures

Figure 1. Adtech Revenue by Geographic Region, 2016

Figure 2. Martech Revenue by Geographic Region, 2016

Figure 3. Marketing Services Revenue by Geographic Region, 2016

Figure 4. CRM Solutions Revenue by Geographic Region, 2016

Figure 5. Marketing Research Revenue by Geographic Region, 2016

Figure 6. IT Research Revenue by Geographic Region, 2016

Figure 7. News Revenue by Geographic Region, 2016

Tables

Table 1. Market Segmentation

Table 2. Media, Marketing and Analytics Market Size and Forecast

Table 3. Top 20 Adtech Players and Market Share, 2015-16

Table 4. Top 20 Martech Players and Market Share, 2015-16

Table 5. Top 20 Marketing Services Players and Market Share, 2015-16

Table 6. Top 12 CRM Solutions Players and Market Share, 2015-16

Table 7. Top 20 Marketing Research Players and Market Share, 2015-16

Table 8. Top 20 IT Research Players and Market Share, 2015-16

Table 9. Top 20 News Players and Market Share, 2015-16

 

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Additional information

Analyst

Segment

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Report Type