{"list":[{"id":1908360,"hash":"n05wl763","type":"List","name":"Digital Consumer Advertising","alias":"digital-consumer-advertising","intro":"Digital journeys and shifting winds in the advertising world","description":"

According to Ad Age, organic growth in the United States is estimated at 5% in 2023 (to $363 billion) and projected at 4.3% in 2024 (8.1% after including political advertising)

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In effect, the lines between agencies, marketing firms and digital technology consultancies have become blurred with the diversification of the major agency networks in digital technologies

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Internal growth has been successuful for IBM iX (est. revenue $3bn), PwC Digital Services (est. revenue $3.3bn) or Accenture Interactive (est. revenue $4.4bn)
Acquisition of consultancies , such as SapientRazorfish by Publicis , has proven equally sucessful, putting into doubt the WPP management decision to sell its 20% stake in Globant

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Forecasts by Insider Intelligence, quoted by Yahoo Finance, single out the giant beneficiaries of a 2014 resurgent ad market, Google and Meta , expected to haul in more than $140 biillion

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And Amazon , reporting +27% ad growth year-on-year as of February 2024, is poised to challenge these leaders, and become a disrupting force in the ad world - Watch ads on Amazon and buy on Amazon...

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Majors without proper quote or liquidity on the US exchanges have been excluded from our theme - Deloitte Digital (est.rev. $2.3bn), Dentsu (Japan, est.rev. $2.38bn), Bluefocus Communication Group (China, est.rev. $1.9bn) or Tata Consulting - but should be considered in their own right

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Unlocking intelligence in data and digitalization go hand in hand

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Intuitively obvious, the drive to cast an ever wider net as more and more data becomes available might be illusory....

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...unless the interaction between technological advances (from blockchain to artificial intelligence), data quality and a thoughtful process of interpretation is recognized as strategic guideline in every organization

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Because data management permeates every level in organizations and puts paid to hierarchical silos, the structural challenge is vast - and the potential rewards immense

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