8
Market Monitor Paid media to the fore
Fig 1 : Catena Media ’ s paid search progression 3Q18-3Q20
15
10 |
13 |
10.3 |
13.4 |
11.8 |
10.6 10.5 |
9 |
8 |
0 |
3.6 |
2.8 |
3.5 |
2.8 2.8 2.8 |
2.4 1.5 2 |
Q318 Q418 Q119 Q219 Q319 Q419 Q120 Q220 Q320
£ M % OF TOTAL REVENUE
Fig 2 : GiG media division – paid vs . publishing 3Q19-3Q20 (€ m )
10
8
6
4
6.5 6.1 6.4 6.5 6.3
2
0
1.5 1.4 1.8 2.1 2.3
Q319 Q419 Q120 Q220 Q320
Source : Company reports
PAID PUBLISHING for everyone . At Catena Media , paid media revenues have been drifting down , both as an absolute number and as a percentage of total revenues .
Catena rarely says much about its paid media operations and only noted in its most recent report that the costs associated with its PPC efforts had decreased from the same period last year . It added that of its paid media revenues , € 1.8m was sports betting-based , while only € 0.2m was related to casino .
GIG ECONOMY
The other company to be making more of paid media is GiG . In the third quarter of last year , its media division revenues show that at € 2.3m , paid was creeping towards being worth a quarter of total revenues .
The company said in its results statement that paid media represented an “ important longerterm growth opportunity due to regulation , as regulated markets allow using the paid channel to attract new players . This adds to the future potential for media services and reduces the potential for volatility since the paid channel in regulated markets is considered more stable ”.
Others with substantive paid iGB Market Monitor