Magna Global

IPG Mediabrands Malaysia has hired Audrey Chong as chief investment officer of Magna Malaysia. Chong will be responsible for all traditional and digital media investment decisions from a trading, buying accountability and digital innovation lens.

Chong will report directly to chief executive officer of IPG Mediabrands, Bala Pomaleh. In her role, she will expand the traditional trading scope to adapt to the needs of the industry, and create new opportunities to optimise value for clients.

Next year promises to be a stronger year for ad spending worldwide, but mainly due to big cyclical drivers like the Winter Olympics, the FIFA World Cup and the US mid-term elections, according to Magna’s latest winter update. The advertising forecast pegs global ad revenue to rise by 5.2% to US $535 billion in 2018, up from 4.1% growth last year. Stripping out those big events, however, would reveal a slower pace of growth: 4.1% in 2018, compared to 5.1% last year.

In Asia-Pacific, Magna has brightened its latest outlook for 2018 to 5.9% growth (to US$165 billion) from 5.1% in its earlier estimate, which now marks an improvement from the 5.7% growth in APAC in 2017.

That’s largely due to an upward revision in the estimate for digital-centric China. Whereas Magna previously expected only 6.7% growth in 2018, it now expects a gain of 8.5%, nearly matching this year’s pace as fears of a broader economic slowdown dissipate.

A new study by Magna and IPG Mediabrands predicts a thriving DOOH ad environment over the coming years.

The share of global advertising spend going to out-of-home (OOH) advertising remains stable at 6 percent, according to a new report, and it is the only offline media category to show consistent growth. This is largely down to major investment in digital OOH (or DOOH), which is growing in every environment and has seen unit numbers jump 70,000 to 300,000 worldwide in two years, and revenue increase by 30 percent.

IPG Mediabrands will launch its market forecasting unit MAGNA in India next month, said Leigh Terry, CEO, IPG Mediabrands, APAC.

“India is in the top three markets in the APAC region and we are big in India… We want to continue to reinforce and grow our market position. (And) with the launch of Magna, take the next step in leveraging our scale in the country,” Terry added. China and Australia are the other counties in the top three apart from India.

The new entity will be headed by Hema Malik, COO, Lodestar UM and Arun Sharma, managing partner, Initiative, in India in addition to their current roles.

The company is also looking at some acquisitions in analytics, artificial intelligence and machine learning space.

Advertising spend in Asia Pacific will grow by 5.6 percent in 2017 to US$156 billion, overshooting previous forecasts by 0.2 percent and ensuring the region holds its position as the second largest market after North America ($196 billion), says the latest Magna Advertising Forecast report from IPG Mediabrands. Growth is then expected to slow slightly for the next two years before rising to 5.6 percent again in 2020.

The report shows that as a region, Asia Pacific is performing significantly better than the world. Net ad sales globally will grow by 3.7 percent in 2017, a major drop from the 5.9 percent growth rate of last year. This analysis is corroborated by another recent forecast by Dentsu Aegis Network, which puts global ad market growth this year at 3.8 percent, down on 2016’s growth by 1 percent. This slower performance was not unexpected, says Magna’s report, because of 2017’s lack of major cyclical sports events and a natural slowdown following the spike caused by last year’s US elections.

LAS VEGAS – That people constantly multitask is yesterday’s news. How they allocate their time across devices within a given time period—and what that allocation will look like five years from now—is what’s important to Brian Hughes.

As he attends the annual Nielsen Consumer 360 event, the SVP of Audience Analysis Practice Lead for Interpublic’s MAGNA GLOBAL media agency network says he’s happy that time spent with a given medium is part of Nielsen’s Total Audience offering.

According to Hughes, the metric of average audience is one common theme at the event. He cites as an example Yahoo’s live streaming of a football game last October and the number of individuals who viewed it compared to the average audience in any given minute

“Data, technology, creativity all coming together – that was just starting 5 years ago. Was programmatic a word 5 years ago? I don’t think so. And now it is THE word.” During Cannes Lions last week, I spent some time with my dear friend, David Cohen, who is MAGNA Global’s newest President for North America.

Magna’s spring update predicts that the global ad market will grow by 5.4% in 2016 to $480bn, following a strong first quarter in “most markets”. It would mark the strongest growth for the industry since 2010, when global advertising grew by 8.5%. However, Magna expects less positive news in 2017, predicting growth of 3.1%. The

Cross-screen viewing of television and video content, which were dominant themes during recent Upfront and Newfront media company presentations, drive home the need for a variety of data sources. “The key message,” says Magna Global North America President David Cohen, “is we are in a world where a single-source provider simply is not sufficient based

This year’s Cannes Lions International gathering poses a unique juxtaposition, says Magna Global’s David Cohen. Traditional media companies will be showing how they can compete with the latest hot digital offerings and the latter group will be trying to learn something from the legacy media folks. “There are traditional companies that are thinking about their