[Marketing Week] Bob Koigi: The making of the Apple behemoth

Over the years, Apple has positioned itself as a tech giant and innovating through unique products and services to meet market demand. But behind the rise of the behemoth is the investment in the company’s research and development unit.

Between 2018 and 2022, Apple spent $97.37 billion on Research and Development (R&D). Between the five years, Apple's spending on the segment surged 84.33% from 2018's $14.24 billion to 2022's $26.25 billion. This is according to data acquired and calculated by Finbold.

In the advertisement scene this week, Teads, the global media platform, has enhanced its brand suitability and contextual advertising offering through a partnership with Integral Ad Science (IAS), a global leader in digital media quality.

The partnership, which will see Teads integrate IAS’s Context Control solution for avoidance, will ensure advertisers avoid content deemed unsuitable for their brand.

IAB Europe, the European-level industry association for the digital and marketing ecosystem has announced the results of a new industry survey on retail media advertising.

Currently, retail media is one of the fastest growing sectors within the digital advertising industry and IAB Europe forecasts retail media ad spend will reach €25bn in Europe by 2026.

This, as reports indicate that advertising investment is forecast to grow by 3.8% globally in 2023, according to the latest dentsu Global Ad Spend Forecasts report. The twice-yearly report which combines data from close to 60 markets worldwide, anticipates US$740.9 billion will be spent globally next year. 

In acquisitions and partnerships, WPP has announced that it is acquiring Diff, a commerce agency based in Montreal, Canada. Diff is an award-winning developer of tailor-made commerce solutions with specialized capabilities that address the rapidly growing Shopify commerce ecosystem.

Ad.net, a provider of digital performance advertising through intent-driven marketing for leading brands and agencies, has announced its purchase of IntentX, the commerce platform for publishers at scale to increase their revenue.

And In a first for Latin America, Kantar has announced that Netflix has signed-up as a subscriber to the audience measurement data service in Brazil.

 From January 2023, Netflix will have access to a cross-platform view of its performance alongside linear and on-demand networks and platforms.  

Elsewhere, World Federation of Advertisers, WFA,  has added 11 new corporate members since July, bringing its total membership to 148 companies. It also welcomed into its membership national advertiser associations from Costa Rica and El Salvador, thus expanding its global footprint to 60 markets on five continents.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu

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