Editoria e Media
What a Post-Pandemic Advertising Market Looks Like
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During the pandemic, people were forced into digital channels to shop, work, communicate and entertain. Advertisers know this and believe that many will maintain the digital lifestyle now that it's part of their life as evidence by eMarketer forecasting total digital ad spending of $455.30 billion in 2021. That's up about 20% from 2020, but a look under the hood shows that analysts are calling for 55.2% of the total spend to go to display advertising compared to 40.2% for search, widening the gap between the two by 5 percentage points, or $68.12 billion in dollars, from 2020.
spend up to $15 billion
is in front of the trend, already building a global network of four professionally run content houses, with each hosting in excess of 50 content creators. All four content houses have their own brand, group of influencers and production capacities to keep cranking out content to entertain and inform followers. Clubhouses' portfolio of services available to those handpicked influencers include management, production and deal-making. The business model is designed for Clubhouse to reach out in all directions, not only offering services to corporate customers but also via management services to individual influencer clients, as well as operating an investment business specializing in M&A or investments directly related to social media markets.
CMGR's flagship content house is emblematic of the brand. Clubhouse Beverly Hills operates from a massive 12,000-square-foot, seven-bedroom, nine-bathroom, $23 -plus million gated house in the glamorous 90210 zip code. A complete production team and chosen group of content creators live in the house, constantly collaborating and producing content that is pushed out through all the group's social media channels. Other Clubhouse content houses include Clubhouse Europe, located on the island of Malta in the Mediterranean; DanceDome LA, which includes a custom dance studio; Society Las Vegas, located just 10 minutes from the world-famous Las Vegas Strip; and Dobre House , the newest clubhouse, also located in Beverly Hills.
With content houses of this caliber and content creators such as Indy car superstar Lindsay Brewer as part of the team, the reach is expansive. The network has more than 400 million followers in total and has delivered more than 1.5 billion monthly social impressions. The company defines its total followers as a sum of all followers across all social platforms, inclusive of Clubhouse influencers and corporate-owned social media accounts. TikTok's video platform is the single biggest driver of followers for the group at roughly 290 million, followed by 51.7 million on Instagram, 56 million on YouTube, 2.6 million on Snapchat and 2 million on Twitter.
$600 million
joint services agreement
Today's consumer is savvier than ever. The days of blasting consumers with digital pop-up ads are over; technology can filter it out or the user will simply close the tab annoyed. Banner ads are glossed over as if nonexistent. Television ads are skidding because of cord cutting, and DVRs make it possible to fast-forward through commercials. Indeed, the market is dynamic, and if brands and providers want to be at the top of their game, they must adopt next-generation technologies or potentially sacrifice share in the lucrative
a global adtech leader, has recently launched Solimar, its new trading platform designed to help marketers optimize their digital advertising campaigns across the open internet. More than two years in the making, Trade Desk's bespoke platform was a response to the rapidly evolving digital-marketing environment wherein clients can capitalize on their first-party data for greater precision while advancing consumer-conscious privacy in a cross-channel digital media environment including CTV (connected TV).
operates the world's biggest independent sell-side advertising platform. The company's platform enables publishers to monetize various screens and formats, including CTV, desktop display, video, audio, and mobile, as well as allows agencies and brands to access brand-safe ad inventory and execute advertising transactions. Adding to its offerings, Magnite just acquired SpringServe, a leading ad-serving platform for CTV that manages multiple aspects of video advertising for CTV publishers, includin such as inventory routing, customized ad experiences, and advanced podding logic, for $31 million .
is an iconic global media and entertainment company that creates premium content within its portfolio of consumer brands such CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+, Pluto TV and Simon & Schuster, among others. In addition to offering innovative streaming services and digital video products, ViacomCBS provides powerful capabilities in production, distribution and advertising solutions, meaning it stays on top of trends.
a vendor of streaming hardware, software and services, saw a boon during the pandemic lockdowns, as measured by gains in both user base and engagement. Revenue from Roku's platform unit, which includes its ad busines and media sales, during the first quarter of 2021 spiked 101% to $466.5 million , as streaming hours increased by 1.4 billion hours over last quarter to 18.3 billion.
The advertising space has always been extremely competitive, with content serving as king to attract viewers. In days gone by, the content may have been a newspaper article, a radio show or television program, but things have changed. Those pieces of content still have their places in monetizing from ads, but they are gradually seeing their importance being shared with the power of social media content and influencers to best target potential consumers. All that COVID did was put pressure on the gas pedal to accelerate an already inevitable trend.
For more information about Clubhouse Media Group, please visit
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