Local media companies and local retailers are under attack from Google, Amazon, & Facebook.
• Google and Facebook control 76% of digital advertising and 85% of each new dollar spent on digital.
• Google controls 12% of all advertising revenues globally.
• Amazon controls 41% of all online retail. In 2016 Amazon[i] accounted for $0.51 of every $1 of growth in online retail and 24% of total retail growth. Amazon, you already know. Welcome to Facebook and Google’s “Buy Buttons”.
• Google and Facebook control 67%[ii] of global mobile ad revenues[iii].
• Newspaper dollars are off nearly two-thirds. Ad spending will slide to $18.3 billion this year, down from $51.5 billion. They’ve been dropping for 10 straight years, quickly at first and now more gradually, though still at a pace of 8 or 9 percent per year.
A new forecast from ZenithOptimedia, the London agency, projects newspaper dollars will fall another 8 percent this year, to $18.3 billion. That’s down from a peak of $51.5 billion in 2006, meaning nearly two-thirds of all ad spending in the category has evaporated in just a decade. What’s more, the declines will continue. By 2018, spending will have fallen to $15.1 billion, down 9 percent from 2017.
• Traditional Program Viewing Sinks For TV Networks / 9,14, 2016 / MediaPost. For the entire September to September TV season, broadcast networks showed more declines in traditional prime-time TV program ratings — with three of the four top channels losing ground.
G4’s technology platform connects dealers and other retailers to local media channels directly (that is, under full control of the dealer/retailer) and in real time (any changes made by the dealer/retailer show up on the local media or self-owned website instantaneously!). Dealers/retailers now collaborate with local media at warp speed, creating value and immediacy to the local consumer that the Tech Giants simply cannot match.