Monday, May 6, 2024

Digital Real Estate Destroys Physical Real Estate in Advertising

The “real estate” metaphor long has been applied in the “virtual” spaces created by operating systems (homescreens and notifications), applications (content apps, search, social media, e-commerce venues), lockscreens and browsers (home screens and tabs), with monetization platforms thereby created for advertising or other forms of sponsorship. 


All create value based on user attention and interaction, much as traditional pre-internet linear media and content also created attention, and thereby audiences and ad potential. 


Digital Real Estate

Monetization Platforms

Examples

Lockscreen

Targeted advertising & content, app discovery, In-screen commerce

Glance, Apple Lockscreen widgets

Browser Homepage & New Tab

Search engine results, sponsored content, tiles, bookmark monetization

Google Search homepage, Yahoo New Tab

Operating System (OS) Home Screen & Notifications

Pre-installed apps and bloatware, paid app placements, Sponsored notifications

Android app placements, iOS Spotlight suggestions

App

In-app advertising (banners, interstitials, video ads), Freemium model with in-app purchases, Subscriptions

Most mobile games, Social media apps

In-Game Environments: The virtual world players navigate within the game.

In-Game Advertising: placing billboards, product placements, or branded content within the game environment. Virtual goods sales: selling cosmetic items, outfits, or customizations for characters or in-game objects. Limited-time events: creating temporary events or challenges that players can access for a fee.

Forza Horizon (Virtual billboards), Product placement in sports games like FIFA or Madden

Menus and Interfaces: Screens and interfaces players interact with to manage their game experience.

Targeted in-app advertising: displaying ads based on player data and preferences within menus or loading screens. Premium Currencies: Selling a secondary currency used for specific purchases within the game (separate from in-game currency earned through gameplay). Battle passes: offering tiered reward systems where players progress through challenges to unlock exclusive items or features.

Fortnite (Cosmetic microtransactions), Apex Legends (Battle Pass), Diablo 3 (Expanded inventory slots)

Gameplay Mechanics: The core rules and systems that govern how players interact with the game.

Subscription models: providing access to additional content, features, or servers through a monthly subscription. Expansion Packs: selling downloadable content that adds new levels, storylines, or features to the base game. Loot boxes: offering randomized virtual items through purchasable containers, potentially including rare or desirable items.

World of Warcraft (Subscription services), Call of Duty: Mobile (Double XP Boosters)


Some idea of the value of such digital real estate can be seen in changes in ad placement in pre- and post-internet advertising. 


Put simply, digital now claims up to 82 percent of all U.S. ad placements and revenue. Print has declined from 42 percent to less than three percent. Linear video dropped from 38 percent to 16 percent. Radio dipped from 10 percent to half a percent. 


Channel

1996 (Billions)

1996 (%)

2023 (Billions)

2023 (%)

Print (Newspapers, Magazines)

80.0

42.1%

10.0

2.7%

Linear Video (TV Broadcast, Cable)

72.0

37.9%

60.0

16.2%

Network Radio

10.0

5.3%

2.0

0.5%

Other (Radio Spots, Out-of-Home)

28.0

14.7%

18.0

4.9%

Digital Ads (Search, Social Media, Display)

-

-

300.0

81.7%


Will AI be Different than All Prior IT in Terms of Producitivity Boost?

One way of evaluating the potential artificial intelligence represents as a potential driver of productivity advances is to note that, since the 1970s, sources of improvement not related to information technology seem to be waning.


In other words, information technology has become a crucial driver of productivity in the modern economy as other sources of improvement seem to have slowed. The caveat is that productivity of office and knowledge work  is very difficult to measure. 


One way of evaluating the potential amount of work in the U.S. economy in 2024, for example, is to note that the Bureau of Labor Statistics estimates 70 percent of U.S. jobs are in the services segments, while goods-producing jobs represent about 30 percent of total.


Pre-1970, IT contributions to productivity arguably were modest. IT boosts increased through the 1990s at a significant level, but have accelerated since 1990, by most estimates. 


Time Period

IT Contribution

Underlying Improvement

Total Productivity Growth

Pre-1970s

Low (5-10%)

High (90-95%)

Moderate (1-2% per year)

1970s-1990s

Moderate (20-35%)

Moderate (65-80%)

Moderate (2-3% per year)

1990s-Present

High (40-60%)

Low (40-60%)

Moderate (1-2% per year)


On the other hand, total productivity has not grown all that much, averaging one percent to two percent in the most recent decades, despite IT apparently representing a higher percentage of total improvement. 


So one way to position the potential AI role is to note that sustaining the present one-percent to two-percent annual productivity increases might hinge on wringing more value out of AI. There always is the possibility that some AI use cases could boost productivity growth measurably, which clearly is the hope. 


The other angle is that AI--and IT in general--seems to have more impact in some industries, compared to others. Finance is typically among the industries considered to benefit most from almost any IT innovation. Government, education and healthcare tend to rank lowest. 


Industry

Pre-IT Contribution

1970s-1990s

1990s-Present

Finance & Insurance

Moderate (20-30%)

High (30-45%)

Very High (45-60%)

Manufacturing

Low (10-20%)

Moderate (20-35%)

High (35-50%)

Retail Trade

Low (10-15%)

Moderate (15-25%)

High (25-40%)

Wholesale Trade

Low (5-10%)

Moderate (10-20%)

High (20-35%)

Healthcare

Low (5-10%)

Moderate (10-20%)

Moderate (20-30%)

Education

Low (5-10%)

Moderate (10-15%)

Moderate (15-25%)

Government

Low (5-10%)

Moderate (10-20%)

Moderate (20-30%)


.Some industries--including computing, telecommunications and software--are technology-based so might always show high value from applied IT, but financial returns might not be uniformly high. 


Also, note that the financial return from holding bonds arguably provides a benchmark, as bonds are a product in the financial services industry but arguably do not benefit much, if at all, from IT. 


Yes, retail friction is reduced as bonds can be purchased, held or sold electronically. But that might be among the few measurable operational or capital investment benefits. 


E-commerce seems to be the industry most helped by applied IT. 


Industry

5-Year Average Return

10-Year Average Return

15-Year Average

Telecommunications

5-8%

6-9%

7-10%

Computer Hardware

8-12%

10-14%

12-16%

Software

10-15%

12-17%

14-19%

Content (Media, Entertainment)

6-9%

8-11%

9-12%

Advertising & Marketing

7-10%

8-11%

9-12%

Retail (Traditional)

4-7%

5-8%

6-9%

Retail (E-commerce)

12-15%

15-18%

17-20%

Education

6-9%

7-10%

8-11%

Finance

8-11%

9-12%

10-13%

Government Bonds

3-5%

4-6%

5-7%


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