Did SingTel acquire Amobee in 2013, buy Amobee in 2012 or make the acquisition in 2017? Apparently, “fake news” (which, to be honest, has seemingly always been part of the press agency business) is alive and well, since "news" of that acquisition is being publicized in 2017, when the deal actually happened in 2012. Odd.
Whatever the odd reason for apparently announcing, in 2017, a deal that was previously announced in 2012, the Amobee deal is the direct precursor of what Verizon Wireless is attempting to do with AOL (and possible Yahoo). Amobee is a digital advertising platform, an ambition AOL has had, as well.
That strategy sometimes is contrasted with AT&T’s more direct investment in content and content delivery. Arguably, either approach targets a different part of the same ecosystem.
Globally, broader entertainment and media revenues are expected to rise at a compound annual growth rate (CAGR) of 4.4 percent between 2016 and 2020, from $1.7 trillion in 2015 to $2.1 trillion in 2020, according to PwC. Those figures include the broader internet advertising business, internet access, broadcast TV, theatrical distribution, newspaper and magazine industries, plus some business-to-business categories not relevant to the consumer video subscription business.
Looking strictly at the TV and video segment, revenue is expected to rise from $121.4 billion to $124.2 billion in 2020 (0.5 percent CAGR). Those revenues include video on demand (VOD) and over-the-top (OTT) services.
Mobile advertising represents 34.7 percent of total Internet ad revenue at $20.7 billion in 2015 and projected to rise to 49.4 percent by 2020. But the rise in mobile video Internet ad revenue will be the most remarkable, from $3.5 billion in 2015 to $13.3 billion in 2020 (30.3 percent CAGR), driven by growth of mobile video consumption.
Verizon’s ambition to create a position as the default for U.S. advertisers that do not want, for whatever reason, to use Google or Facebook for mobile advertising requirements.
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