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Matthew Bailey

Senior Analyst, Media and Entertainment

Country UK

Experience 8+ years

matthew bailey
As part of Omdia's Media and Entertainment team, Matthew Bailey covers the global digital media sector, with a specific interest in digital media monetization strategies, ad-supported online video, and digital advertising research.
His main research interests are in mobile, social, and ad-supported online video (AVOD). Matthew provides analysis of the key developments in online video content creation, vendor monetization strategies, and digital video advertising. He also writes on adjacent developments in the broader digital advertising market, OTT video, digital publishing, social media, and video gaming. 

Prior to joining Omdia, formerly Ovum, in 2015, Matthew worked as a senior research analyst at MarketLine. 

He holds a degree in English language and literature from the University of Leeds.

Analyst Articles

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  • COVID-19 has strengthened Amazon’s position in advertising

    Media & Entertainment

    COVID-19 has strengthened Amazon’s position in advertising

    This commentary analyzes the 2020 half-year results of major digital advertising players to identify the impact of the COVID-19 pandemic. Amazon has outperformed Google and Facebook as the importance of e-commerce to the ad industry grows.

  • COVID-19 has strengthened Amazon’s position in advertising

    Media & Entertainment

    COVID-19 has strengthened Amazon’s position in advertising

    This commentary analyzes the 2020 half-year results of major digital advertising players to identify the impact of the COVID-19 pandemic. Amazon has outperformed Google and Facebook as the importance of e-commerce to the ad industry grows.

  • Figure 1 Major digital advertising companies’ YoY growth, by quarter, 1Q19–2Q20

    Media & Entertainment

    COVID-19 has strengthened Amazon’s position in advertising

    This commentary analyzes the 2020 half-year results of major digital advertising players to identify the impact of the COVID-19 pandemic. Amazon has outperformed Google and Facebook as the importance of e-commerce to the ad industry grows.

  • COVID-19 could shift billions of dollars from physical to virtual ad environments

    Media & Entertainment

    COVID-19 could shift billions of dollars from physical to virtual ad environments

    The COVID-19 crisis has had a profound impact on the advertising industry, with many advertisers reducing or even freezing budgets during the pandemic and ensuing lockdown.

  • Global advertising revenue OOH advertising vs static hardcoded ingame advertising 2019 bn

    Media & Entertainment

    COVID-19 could shift billions of dollars from physical to virtual ad environments

    The COVID-19 crisis has had a profound impact on the advertising industry, with many advertisers reducing or even freezing budgets during the pandemic and ensuing lockdown.

  • Forget mobile: TV is the future of premium ad-funded online video

    Media & Entertainment

    Forget mobile: TV is the future of premium ad-funded online video

    Connected TV will be the biggest device segment for online AVOD revenue excluding YouTube, Facebook, and China in 2024.

  • GAFA will herald a new age of media mega-partnerships

    Consumer and Entertainment Services

    GAFA will herald a new age of media mega-partnerships

    Ovum expects a swathe of "mega-partnerships" to emerge across all segments of the media and entertainment industry as incumbents maneuver and evolve to compete with Google, Amazon, Facebook, and Apple.

  • The future of TV advertising is bright-ish

    Consumer and Entertainment Services

    The future of TV advertising is bright-ish

    Linear TV continues to dwarf spend on TV's closest digital equivalent – in-stream video advertising that plays before, during, or after content in a video player (OTT AVOD) – even in advanced OTT video markets such as the UK. However, Ovum forecasts that OTT AVOD will add more than three times as much revenue to the UK industry than linear TV ads over the next five years.

  • SLIN, advertising, and competition: Three trends shaping the future of OTT video

    Consumer and Entertainment Services

    SLIN, advertising, and competition: Three trends shaping the future of OTT video

    Keeping tabs on the rapidly growing and evolving world of OTT video is an increasingly difficult task. Here are three key developments that have been impacting stakeholders across the OTT video value chain.

  • Why YouTube Red’s global expansion shouldn’t worry Netflix and Amazon

    Consumer and Entertainment Services

    Why YouTube Red’s global expansion shouldn’t worry Netflix and Amazon

    While Ovum believes that Netflix, Amazon, and other premium OTT video incumbents should certainly keep an eye on the progress of YouTube Red’s impending expansion, there is no need for panic.

  • Google's UK woes and the future of digital advertising

    Consumer and Entertainment Services

    Google's UK woes and the future of digital advertising

    Google has been quick to respond – and offer a rare apology – to a significant number of high-profile advertisers in the UK in the wake of revelations that brands had unwittingly been aligned with questionable and offensive content on its platforms, particularly YouTube. However, although Google has announced steps to rectify the situation, the furor is far from over. How this episode plays out will not just impact Google, but also players across the entire digital media and ad ecosystem, and not just in the UK.

  • Etisalat Nigeria and Xoanon Analytics: Actionable insights from user data

    Digital Consumer Insights, Consumer and Entertainment Servic...

    Etisalat Nigeria and Xoanon Analytics: Actionable insights from user data

    Nigerian mobile operator Etisalat Nigeria engaged big data analytics company Xoanon Analytics to enable them to derive new, actionable insights into consumer behavior.