So it’s 2019 already. You’ve seen and heard all the predictions about digital media taking over the world, and the utter and final death of legacy media. Fake news, right?

Well, let’s just say it’s “embellished news.” But for those coming out of a house built from legacy media, the we need to take stock of the situation. No, newspapers are not gone from the earth. And there are ways to market wisely outside of digital, (there’s always outdoor billboards.) But what can’t be denied is that 2019 is going to be the year that we all become digital marketers first. Multimedia? It’s not digital, it’s just another word describing a jack-of-all-trades, and remember, Jacks don’t beat Kings and Queens.

Oh yeah, about those predictions…they are not really predictions as much as they are measured forecasts based on real-world documented trends. And according to Pubmatic and StreetFightMag, here’s a high level of what 2019 will reveal for local marketing.

  • Digital media will drive advertising growth in 2019, jumping 11.3%. The only other growing media channel is OOH, with a modest 2.5% bump.
  • Print will continue its decline of recent years, sinking 17.8%, while local TV also sees a loss at 14.7%.
  • Digital ad spend in the U.S., now at about half the advertising market, is projected to hit two-thirds of that market by 2022.
  • Programmatic will account for over two-thirds of digital display ads transacted in 2019.
  • Mobile will continue to eat up a larger share of digital ad spend, hitting a whopping 71% of digital spend in 2019.
  • In-app time spent is crushing mobile web, taking 3 hours and 8 minutes of consumer attention per day to mobile web’s 33 minutes.
  • Video will constitute nearly two-thirds of non-social display ad spend. Video’s share of digital display has been rising for the past few years and is expected to continue its ascent through 2020. The big change is a substantial shift from desktop to mobile.

What’s different about these predictions from those that we’ve seen previously? Not much from the overall direction. But it’s safe to say that today we are well passed the tipping point of our business. Newspapers should not operate as if they are a “news” or “paper”, TV stations cannot assume anyone actually will sit thru entire programs attentively viewing commercials, and radio…well it’s radio you know.

It’s 2019, we are all digital marketers, expected to lead with digital. With more than 50% of all ad dollars going to digital, SMB’s are going there. Local businesses that are accustomed to our weekly banter about special sections and canned defense of static circulation numbers will continue to position us as a newspaper. That’s the real fake news. Selling-in-the-real-world is all about helping local businesses do more of what they want to do, with the best tools and solution possible, not about selling newspaper advertising.

Quote Of The Week

“Failure is not fatal, but failure to change might be.”

-John Wooden


Not a whole lot more to say about this.!

MOM’s Library

(what’s your mom been reading lately?)

  • What makes people click on paid search ads? Yeah, you never look at the paid ads on SERP’s, you’re an organic type of person. But paid search still works…and works well. Why? What makes people still click on them. Check out the story here on  SearchEngineLand.
  • Mobile matters. If you want any more proof, Google recently reported that more than half of its search results are powered by mobile-first indexing. Local business need to know how this affects their overal visibility. And we need to increase focus on SMB mobile performance. looking at the desktop when we are reviewing capabilites for our customers.  Good insights from SearchEngineLand.
  • Retails need…want data. But in spite of that, many still don’t act on it.  Companies that make data-driven decisions have the best chance for longevity. Yet across industries, they found that only 5% of retail and CPG enterprises qualify as data-driven. Maybe someone should help them. More on this at eMarketerRetail.

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Author: David Prizer

Digital media executive and thought leader, emphasizing local and small business strategies. 20 years of experience in metro and community markets. Still watching Seinfeld reruns and holding out for a Cubs-White Sox subway series in my lifetime.

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