Daniel Yomtobian Analyses the Prognosis for the Digital Advertising Industry

Jul 4, 2020

Digital advertising has enjoyed a decade of robust growth.

Los Angeles, CA - July 4, 2020 /MarketersMedia/ —

Over the past couple of months, the impact of the pandemic has been strongly felt in both life and business. Governments are bracing for sharp contractions of their national economies, but the current downturn is also throwing up opportunities for some sectors, especially where digital operations underpin the business model. “Advertising has always been an industry quick to evolve with the times, devising new formats to reach consumers in an increasingly connected world,” notes Daniel Yomtobian, an entrepreneur and corporate executive with an established reputation in the online media space. “While the timing and strength of a global economic revival remain uncertain, the digital advertising market has held up relatively well and is expected to stage a swift recovery once business activity returns to normal. Moreover, there are indications that social distancing measures and quarantines are driving changes in consumer behaviors, most notably a strong pivot towards online and mobile services. This is likely to create additional opportunities for digital advertisers and help them rebound faster.”

Boosted by the proliferation of mobile devices, the rise of social media platforms, and the boom in online shopping and streaming services, digital advertising has enjoyed a decade of robust growth. As Daniel Yomtobian points out, it now accounts for more than half of total ad spending, and its share is projected to increase further. Before the pandemic started affecting the market, digital ad spending was forecast to reach $335 billion in 2020, rising to $517 billion by the end of 2023, according to estimates published on Statista. In a report released last August, Grace Research Data said the global digital ad market would deliver a compound annual growth rate of 11.3% between 2019 and 2026 to hit $664.7 billion in value. Although forecasts are being revised to account for the impact of the pandemic, most analysts and industry players expect the sector to weather this storm relatively well with support from several verticals. While travel, hospitality, and traditional entertainment have been battered, there has been excellent news from other quarters: food delivery, software (especially messaging and video conferencing solutions), streaming services (films, gaming, and music), home improvement, and hobbies are areas that have seen a spike in popularity and a related increase in digital advertising budgets.

Market analysts and economists are wary of committing to projections for a specific recovery timeframe, but most appear to expect some relief during the second half of the year and a pronounced upturn in 2021, Daniel Yomtobian comments. In the digital advertising sector, there are signs of tentative optimism, as suggested by a recent poll from the European division of the Interactive Advertising Bureau (IAB). A large proportion of the respondents, which included both buy- and sell-side operators, reported a 25% drop in second-quarter spending and trading, but the majority were upbeat about the third quarter of 2020. Among buy-side participants, 60% expect some degree of improvement, the proportion rising to 67% for sell-side respondents. Additionally, the poll revealed impressive growth during the pandemic in ad spending across several verticals: healthcare topped the list with 42%, fast-moving consumer goods and entertainment each registered an increase of 35%, retail saw a 23% rise, and electronics achieved a 22% uptick. In another sign of guarded optimism, eMarketer made only a slight revision to its 2020 forecast for global advertising expenditure, amending its previously projected growth rate from 7.4% to 7%, or from an estimated $712 billion to $691.7 billion.

Starting out as a web designer, Daniel Yomtobian quickly realized that his true passion was online advertising. Considered a pioneer and innovator in this space, he has dedicated himself to helping advertisers and publishers maximize their ROI and successfully monetize their solutions. In 2014, C-Suite Quarterly described him as a “…young leader [who] will continue to play an important role in shaping the online world of tomorrow.” Daniel Yomtobian holds a business marketing degree from California State University-Northridge.

Daniel Yomtobian Bio – Business Marketing Maverick: http://www.DanielYomtobianBio.com

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WTA is crazy, cruel for excluding Eala from finals

The WTA is crazy. Or very crazy. And I am taking that position because of the WTA’s decision to exclude Alex Eala from its finals this year, citing she got disqualified for competing in the 2026 Asian Games. How cruel. Or very cruel. Okay, Eala may still be out of the WTA top 10, and figured in some so-so matches. But like it or not, she is among the biggest stars in tennis today, even getting a larger audience at the gallery and social media. And her getting named to the TIME100 Next 2026 with a write up from tennis great Rafael Nadal speaks volumes of her contributions to the sport. TIME would have chosen another established or rising male or female tennis star. But it chose Eala with reasons that Nadal clearly stated. Then Maria Sharapova, who needs no introduction, interviews Eala over her podcast. Why not another WTA-ranked player? My answer: Sharapova knows who are the real stars in tennis. The demographic that Eala also brings to the sport – whether that is 90-percent Filipino or 50-percent Asian – can never be overlooked. And don’t tell me non-Filipinos and non-Asians are not among those who are cheering Eala from the gallery or over social media. Eala also knows that she is carrying the sport of women’s tennis on her shoulders, and the organizers WTA events surely love it, especially when she brings in the crowds and views. Then the WTA excludes her from this year’s finals. What? I wonder if the WTA cares about how much the organizers of the events – from the 125 to Grand Slams – have to put in in terms of money and effort. Such events need money to happen, and the organizers must ensure sponsors that the gallery will be filled and the social media views will reach high numbers. And Eala has proven that she can fill up galleries and get the views. The organizers also go to great lengths to endear Eala to the fans, such as the meet and greet event held for the Singapore Open. Then there’s the exhibition match with Iva Jovic at the US Open that was complete with theatrics never seen in the sport. I even think that the top 5 deserved more of such theatrics. But why Eala? Eala also gave us the most memorable match at this year’s Wimbledon, beating defending champion Iga Swiatek in an epic rubber matchup. Then the WTA boots her out of the WTA finals for this year? Maybe the WTA thinks that the rising young tennis stars, mostly in their teens and are upsetting top 50 players, can easily take Eala’s place. Sorry, but a young prodigy who can beat a top 50 and eventually a top 10 player cannot thrive on a “clinical” image to get the galleries filled and the views coming. If the WTA’s popularity thrives on young players who win championships, especially Grand Slams, then Mira Andreeva, Linda Noskova, or Jovic would be much more prominent than Eala now. But that is not the case, and Eala even stole the thunder from Noskova at this year’s Wimbledon, even if the Czech emerged the champion. And come to think of it – the WTA is facing a possible operating loss of $26 million this year, based on media reports. Also, the WTA’s cash pile is estimated to settle at $15 million this year. Such developments should prompt the WTA’s leadership to take advantage of the sport’s top attractions, including Eala. The US Open organizers clearly took advantage of that by featuring Eala in an exhibition match with Jovic. But let’s make an insane assumption – maybe the WTA wants Eala to reserve her energy for next year’s grind, as this year’s competition visibly resulted in a degree of burnout for her. Just imagine the effort she put in at Wimbledon, and her dream run at the Washington Open, where she faced a good number of top players. She also added to her list of top 10 players beaten Elina Svitolina, Naomi Osaka, and current No. 1 Elena Rybakina. Eala also beat Jesica Pegula for the Washington Open title. And as I write this column, Eala has figured in about 60 single games. That’s at least six games per month. Tough grind. I am not seeking the crucifixion of WTA officials, and I even laud their move to regulate the number of games the top 50 have to play starting next year. I even believe that the players below the top 50 and 100 be given the chance to play more games including at the qualifiers, and round of 64 and 128. The WTA organizers can consider a round of 256 pitting made up of players below the top 50. It is also high time that the WTA give the players who recently won titles the chance to rest if they wish. How many times have we seen recently-crowned champions fall in the early rounds of the next events? That happened to Eala and Leylah Fernandez. And I am sure those suggestions do not sound crazy or cruel.