Advertising Consolidation: a closer look
In the past month and a half there has been a tremendous consolidation in Internet advertising.
- May 18: Microsoft announces it will pay $6b in cash for aQuantive, parent to digital agencies Avenue A, Razorfish, Atlas and DRIVEpm. That price constitutes a huge premium relative to $442m in ’06 revenue (net income was $54m)
- May 17: British advertising giant WPP Group, which is known for its offline ad services, announced it would acquire 24/7 Real Media for $649m. (the price represented a premium of approximately 17x EBITDA)
- April 30: Yahoo acquired the 80% of internet ad auction exchange Right Media it didn’t own for approximately $680m.
- April 13: Google acquires DoubleClick for $3.1 (price represents approximately 20x EBITDA) (more here)
Much commentary referring to these deals has focused on extreme valuations. Quite a bit has also suggested each new acquisition was an answer to the one that came before; a suggestion as if each acquisition had been a part of a game of competitive one-upsmanship between Yahoo, Google, and Microsoft.
To suggests Yahoo bought Right Media because Google bought DoubleClick or Microsoft is buying aQuantive because they had to keep up with Google and Yahoo is misleading.
These deals didn’t happen overnight – they happened over weeks and months. Several of these deals were in discussion at the same time, and most were on internal target lists for more than a year. While the time lines for the deals closing, or pricing discussions that went on, might have been influenced or accelerated in response to announcement of the other deals, these acquisitions are largely independent and, in many ways, they’re best viewed as singular events.
As unrelated transactions, there’s a theme - three of the biggest companies in Internet advertising believe the ad market is changing and growing, and doing so dramatically.
All three deals (four if counting WPP Groups purchase of 24/7 Media) also closed at significant premiums whether valued by market valuation or projected sales. (At $6b for aQauntive, Microsoft payed more than 2x the prior day’s trading price.)
Why the premium? Did the companies overpay to make these deals happen or do they know something the market doesn’t?
People will form their own conclusion on that question; and only time will put a final answer on the debates- which are plenty. But Microsoft, Google and Yahoo are three companies with more data on net advertising than just about any others. You’ve got to wonder if their data is telling them something. I think it is.
Forecasts put the size of the Internet Ad Market between as much as $25-40b this year with projected growth of 15-20% per year for the next five years. Microsoft is among those forecasting on the higher side of those numbers.
Most forecasts (whether from independent analysts, tracking agencys or companies selling in the market) don’t account for the possibility of ad buyers shifting their ad–spend from television (or print or radio) to the Internet. Even relatively subtle shifts of ad spending from the $300b US ad market could make the forecasts incredibly conservative.
It’s not unreasonable to think that kind of shift could be possible sooner than later, especially from Television to the Internet. As it stands now, premium Television content is increasingly available on the web. All of the major networks are rebroadcasting programming online (not to mention the volume of IPTV startups vying to participate; or the availability of downloadable programming from places like iTunes.) The increase in viewing outlets increases the possibility of audiences shifting their viewing habits away from TV. and ad-spending will follow the viewers. Mix that fact with the wealth of user-generated content on sites like YouTube or Revver that could be host to display ads. Then ad to the equation the fact that more than 20% of US households own already own DVRs and when watching recorded shows, often skip the commercials – which poses another threat to the value proposition of traditional TV advertising. Click to Read More