{
  "docId": "019dd923-5ca1-7489-b63a-590cdb2b1634",
  "docSlug": "afa6aced2ef5a214",
  "documentTitle": "Internet Advertising Revenue Report",
  "authorId": "PwC",
  "authorName": "PwC",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 9,
  "pageCount": 26,
  "prevPage": 8,
  "nextPage": 10,
  "slideType": "market_landscape",
  "function": "quantify_impact",
  "density": "balanced",
  "nDataPoints": 12,
  "notes": "The chart illustrates market concentration trends in the internet advertising industry.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "bar_chart_stacked",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b63a-590cdb2b1634/9",
  "deckHref": "/decks/019dd923-5ca1-7489-b63a-590cdb2b1634",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b63a-590cdb2b1634.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b63a-590cdb2b1634#slide-9",
  "components": [
    {
      "bbox": {
        "h": 0.2,
        "w": 0.3,
        "x": 0.6,
        "y": 0.4
      },
      "kind": "callout",
      "text": "Overall advertising revenues for the top 10 companies exceed $100 billion.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e98d24a6-99ae-4b90-8ecd-26113d945385",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.65,
        "w": 0.35,
        "x": 0.15,
        "y": 0.2
      },
      "kind": "chart",
      "text": "FY 2018 vs FY 2019 vs FY 2020 internet advertising revenue concentration",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c02077d3-9fdb-42cc-9b2e-6c177cd324ae",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Market share: 78.1%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-dfa3-77ce-8552-2ad6060cd022",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.02,
        "y": 0.14
      },
      "kind": "paragraph",
      "text": "Companies outside of the top 10 made up 21.9% market share in 2020, down from 24.1% in 2018.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "42890f9c-07ec-4c8e-8e3f-fe5c29113cbd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.02,
        "y": 0.93
      },
      "kind": "source-note",
      "text": "Source: IAB/PwC Internet Ad Revenue Report, FY 2020. Please note, totals may not equal 100% due to rounding.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2df765eb-decc-4621-85c6-0e83d67924f5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.5,
        "x": 0.02,
        "y": 0.03
      },
      "kind": "title",
      "text": "The Top 10 have increased their revenue share",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e7dbd3ad-e3c2-4d3e-8fae-f7d8b1461fd7",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019de99e-63ab-7409-b268-1e04694ca850",
      "evidence": "loop sets up Top10 vs rest and mobile vs desktop pairs",
      "confidence": 65
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019de99e-6355-70b9-aede-fbe835512d2c",
      "evidence": "title: 'Top 10 have increased their revenue share'",
      "confidence": 90
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de99e-6380-7057-8a9d-7a5a60964d52",
      "evidence": "stacked bar to display concentration across 3 cohorts",
      "confidence": 85
    }
  ],
  "frameworks": [
    {
      "name": "Stacked bar chart",
      "slug": null,
      "matchId": "019de99e-6a89-73cd-bfc5-4f3104db1653",
      "evidence": "Top10 / 11-25 / Rest stacked per year",
      "confidence": 85
    }
  ],
  "arcBeats": [
    {
      "to": 11,
      "from": 9,
      "beatId": "019de99e-5dca-725d-a693-142a432cb0ff",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": null,
      "evidence": "structural lens: top-10 concentration, mobile-vs-desktop split",
      "position": 3,
      "confidence": 55,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 21,
      "from": 5,
      "beatId": "019de99e-5e74-7399-92c8-8c1432dcf7f8",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": null,
      "evidence": "twelve data slides quantifying revenue, growth, mix",
      "position": 1,
      "confidence": 45,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 11,
      "from": 9,
      "name": "Segmentation Split",
      "slug": "34-segmentation-split",
      "bestFor": "Customer analysis, market research, resource allocation",
      "matchId": "019de99e-5f24-7430-b2bc-6e4a5a4a1961",
      "evidence": "Top10/11-25/Rest split, then desktop vs mobile splits drive the segmentation insight.",
      "position": 2,
      "objective": "Reveal who is winning the market and on which device",
      "structure": "The Aggregate View -> Segment A Behavior -> Segment B Behavior -> The Insight in the Difference",
      "confidence": 70,
      "description": "Divide a whole into meaningful segments to reveal hidden patterns"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}