Sign in or Register

Already a member?

Sign in

Or sign in with your account on:

Not a member yet?



6 Marketing Services Stocks in an Age of Mobile Advertising

By  +Follow October 16, 2013 6:40AM
Tickers Mentioned:

The AMC series Mad Men has garnered enormous popularity since its debut in 2007, a fact that is attested to by the 170 nominations and 67 awards the show has won throughout the course of its existence. The show’s portrayal of the advertising industry in the early 1960’s has won over viewers with lush costumes and set design, well-written dialogue, carefully crafted plot, and its willingness to address many of the vexing social issues of the time.

But Mad Men is also interesting in that it portrays an industry that is in many ways looks completely unrecognizable in its current format. These changes can at least in part be tracked by following technological developments over the past decades, which makes it all the more curious that Mad Men premiered the very same year as one of the most consequential consumer technologies of the new millennium, the iPhone.

The debut of Apple’s (AAPL) iPhone dramatically changed the landscape of the tech sector by shifting all of the focus onto mobile devices, transforming them into an enormous and growing market, one in which dominant tech firms of old like Microsoft (MSFT) and Dell (DELL) have quite visibly struggled to keep up with. But ripple effects of the increasing all-importance of mobile technology can be seen in other sectors and industries as well, and advertising is no exception.

Indeed, Sunil Gupta of the Harvard Business Review recently wrote that “mobile ad budgets in the US are expected to increase from $2.3 billion in 2012 to almost $11 billion in 2016.” Mobile has forced advertisers to adapt to a new set of parameters, but has also allowed for newer and better ways for them to reach audiences.

The smartphone is becoming an ideal point of convergence for a number other technological trends that have also been of consequence for advertisers. Phones and tablets are slowly but surely displacing PCs and laptops, and allow consumers to bring their social media and streaming content with them wherever they go. Furthermore, mobile devices allow advertisers unique opportunities to both collect more data on their audiences, and to use this data to target consumers on a more granular, individual level.

At the same time, tech companies whose revenues are so dependent on this technology that they themselves are responsible for, such as Google (GOOG) , Facebook (FB) , as well as Apple, typically do much of their own pitching by themselves. A look at publicly-traded companies operating in the marketing services industry bears this out.

The marketing services stocks who are today trading selling their shares on the market have all been forced to adopt to the new mobile landscape, but their businesses have not yet been taken over by it by any means. Furthermore, all of these companies have enjoyed an excellent year in 2013, and have seen their stock prices increase as a result.

The following six companies have been selected from the marketing services industry based on their yearly performance, and market-cap (small and above):

Clear Channel Outdoor Holdings Inc. ($CCR) –

Clear Channel is the well-known operator of billboards and the myriad other forms of outdoor advertising signage that populates the American landscape. Based in San Antonio, Texas, the company owns and/or operates some 650,000 advertising displays throughout the country, including most recently the digital billboards that are becoming increasingly ubiquitous in major cities like Los Angeles. Shares are trading for $9.23 each, up more than 31 percent in 2013.

Constant Contact Inc. (CTCT) –

The Massachusetts-based constant contact is a $702 million company that provides a variety of marketing services to small businesses and non-profits. Though it is perhaps best known for its email and social media-based products, the company provides other services such as online surveys and smartphone-based rewards/membership programs. Shares are currently trading for just shy of $23, having gained 61 percent on the year.

Harte-Hanks Inc. (HHS) –

Harte-Hanks is a $560 million company that provides digital and multi-screen marketing services to consumer and business-to-business advertisers throughout the world. Harte-Hanks also offers database marketing, communications management, website design, and direct mail services. Shares are trading for $9, up 55 percent in 2013.

Millennial Media Inc. (MM) –

The $520 million Millenial Media is the only company on this list whose business is specifically devoted to mobile advertising. The company helps advertisers with mobile banner displays and videos, as well as the collation and analysis of data collected from social media and GPS coordinated, and also helps advertisers judge the success of their campaigns. It is also the only company on this list that has fared poorly this year, with shares off nearly 50 percent to $6.50 a piece.

National CineMedia Inc. (NCMI) -

The $1 billion company operates a “digital in-theatre media network” in the United States that includes digital displays in theatres, as well as the advertisements that moviegoers will see on the screen before the movie. The company has presence on nearly 40,000 screens in over 1,500 theatres throughout the country. Shares are selling for $18.80, up nearly 40 percent in 2013.

Valassis Communications Inc. (VCI) -

The $1.14 billion Valassis is the dominant force in mail advertising, with its shared mail products that show up in your mailbox in the form of reams of colorful, newspaper-textured advertisements for numerous products, especially grocery stores, restaurants, and drug stores. The company also offers digital products, be they in the form of information management or digital coupons and reward cards. The company has had a good year with shares currently trading for $30.30 on a gain of nearly 22 percent.

DISCLOSURE: The views and opinions expressed in this article are those of the authors, and do not represent the views of equities.com. Readers should not consider statements made by the author as formal recommendations and should consult their financial advisor before making any investment decisions. To read our full disclosure, please go to: http://www.equities.com/disclaimer

Liked What You Read? Join Equities.com and Connect With Your Favorite Financial Experts FOR FREE! Members of Equities.com gain access to our leading financial news and content, active social investment community, proprietary research tools including the 2014 Small-Cap Stars, E.V.A. reports and more.

Results for aapl
James DiPlata
28 Mar 15 07:21:03
RT @InvestorDiscuss: Why there will be lines for the $10,000 gold Apple Watch http://t.co/yQ3VdHxsw7 $AAPL
James DiPlata
28 Mar 15 07:21:02
RT @ProVesting: $AAPL: Analysts Remain Bullish As Apple Rumors Stir: http://t.co/n9n1KtMbQs
James DiPlata
28 Mar 15 07:21:02
RT @raeree1: Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/WJwkrN649F http://t.co/vfoMT0aQ3i
James DiPlata
28 Mar 15 07:21:02
RT @Stockenheimer1: $RCGP tripled in value within 2 days as of yesterdays high! high! Big News: http://t.co/RWkbXZLnwm $IBM $GOOG $AAPL
James DiPlata
28 Mar 15 07:21:02
RT @OM_giveaways: Top 5 Stocks of 2015 Free HD Video!!!! $GOOGL $AAPL $TSLA $SSYS $VXX $VIX $SPY $SPX #stocks http://t.co/M2rcBOWo2Z http:/…
28 Mar 15 07:19:15
Will Google's Biggest Announcement This May Involve Apple's iPhone? - TickerLens $AAPL #AAPL,Apple #wlst http://t.co/VwN24Bj0h6
TickerLens Apple
28 Mar 15 07:19:04
Will Google’s Biggest Announcement This May Involve Apple’s iPhone? http://t.co/Y0PN7K44Pp $AAPL
Michael ONeil
28 Mar 15 07:17:52
RT @StockTwits: THIS is Wall Street in Silicon Valley. Great share from @allanschoenberg -> http://t.co/sKjGS2D27f $GOOGL $AAPL http://t.c…
Danial Shaikh
28 Mar 15 07:17:38
@Shubham @neilcybart has a good daily newsletter focussed on $AAPL
Asantha Cooray
28 Mar 15 07:17:33
A volatile week but wkly charts show clear trend lines $SWKS $AVGO $MPWR $AAPL $CELG $BLUE & even $NOC. $LMT $BRO $EPAM $SSNC to watch list.
Eddy Heisenberg Mah
28 Mar 15 07:14:30
@ReformedBroker @alsabogal now consider $AAPL entering the biotech space...
28 Mar 15 07:14:14
Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/eComH3xBbC http://t.co/vQlwC3FZRb
28 Mar 15 07:13:03
$AAPL: PhoneArena: 6 innovative Apple Watch accessories: http://t.co/dC26LWeR1T
tom lloyd sr
28 Mar 15 07:10:18
$AAPL I am sure will be a conversation piece at our first meeting of the LI,NY StockTwits Meetup Group http://t.co/VlZoJvbi4g
28 Mar 15 07:10:11
Free Video Tutorial #psychology of #trading http://t.co/th4YrUzta4 $TLT $TNA $QQQ $SPY $GPRO $GOOG $AAPL http://t.co/UF4vQUiUN8
28 Mar 15 07:07:48
$aapl http://t.co/bHCZiYTHER Domain Name Available on ebay! Apple IWatch Hacks http://t.co/WuFydMTzdH
#SocialMedia NC
28 Mar 15 07:07:38
9 brands to watch out for on the Apple Watch - Digiday http://t.co/gCE3j5xQ0u #Apple • $AAPL http://t.co/jgpGXhWh2S
28 Mar 15 07:07:06
The ultimate iPhone photography bundle http://t.co/xKO92ISGDy #iDownloadBlog $AAPL http://t.co/Z4w7AfJyvk
Sergio Gambarelli
28 Mar 15 07:06:26
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/5pVYdxayfI
Ian Richard McMaster
28 Mar 15 07:06:25
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/H1WQUiaHQr
The Cardiac Kid
28 Mar 15 07:06:25
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/Hbn215PrC3
28 Mar 15 07:06:24
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/pUfPyOQmmj
28 Mar 15 07:06:23
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/HeqUE1GYv1
Solo traders
28 Mar 15 07:06:19
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/dWruD7b7dd
Stocks News&Markets
28 Mar 15 07:06:18
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/7fVjEKLv0x
Artiom Barski
28 Mar 15 07:06:16
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/KcxjO0YOZG
john smith
28 Mar 15 07:06:12
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/CZEayuloch
Live Stock News
28 Mar 15 07:06:08
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/vyOze4aRgJ
28 Mar 15 07:06:07
The Self-Driving Car and the Future of Mobility $AAPL http://t.co/S6DviHMrfm http://t.co/9IK4J5cZGL
matt collom
28 Mar 15 07:06:07
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/ZyJJqW6Kq7
28 Mar 15 07:06:04
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/r0EEQvFZkq
Kevin Orukel
28 Mar 15 07:06:03
$AAPL - The Self-Driving Car and the Future of Mobility http://t.co/n7EAiRSQwn
The Stock Professor
28 Mar 15 07:04:42
Why there will be lines for the $10,000 gold Apple Watch: http://t.co/eUqq6VXV4u $AAPL $GOOG $PCLN $K
Stock Hobbit
28 Mar 15 07:02:09
Logging in now to live stock chat http://t.co/ndv5bWOOj4 $GOOG $AAPL $FB $EBAY #options #stocks #daytrading http://t.co/fdPQjSz49A
Alpha Maven Alerts
28 Mar 15 07:01:52
$AAPL active, relative volume: 2.19, 1H, 10:00 AM, #nasdaq $NDX $SPY
 Best Sites For Mone
28 Mar 15 07:01:14
THE BINARY OPTIONS COMPETITION WIN $100,000 http://t.co/QEwKoFFlNt $LNKD $AAPL $GOOGL $GOOLD #bones #options #forex #forextrading #Bonus
Investor Discussion
28 Mar 15 07:00:06
ifo Apple Store shuts down after 14 years http://t.co/H9WxAcCbTy $AAPL
Chayton Falke
28 Mar 15 07:00:04
Free Video: Understanding The MuscleMonitor(tm) http://t.co/EIaT8UfuvW #trading #startups #stock $AAPL #money #investor #angel
Stephanie Davis
28 Mar 15 06:58:24
Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/skb9qA1lKx http://t.co/90n13wk4E4
Douglas Newman
28 Mar 15 06:56:05
Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/L8UPvQyZ56 http://t.co/9DzjdRC4sI
Ray Buckner, IAR
28 Mar 15 06:54:49
Here’s what Super Mario 64 looks like running on an iPhone 6 http://t.co/Co5a4D8a50 #apple $AAPL
Theodore Kekstadt
28 Mar 15 06:50:41
$AAPL stock content, charts, analysis, & more - Free - http://t.co/GxDFLRSsG4
Brian Joseph
28 Mar 15 06:50:29
$AAPL ifo Apple Store shuts down after 14 years http://t.co/h3fVf6R6gS Forum: http://t.co/aqOcZ0ckG5
Financial Controls ۩
28 Mar 15 06:48:22
RT @AppleReporter: Apple Testing 50 Day Average Week -2.1% YTD +11.7% Below 20 day avg $AAPL $QQQ $XLK #iPhone6 #AppleWatch #stocks http://…
Walt Van Tine
28 Mar 15 06:47:14
Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/YHVetxweh1 http://t.co/zMfkh5XPOJ
Breaking News
28 Mar 15 06:47:02
$AMZN $AAPL: What could Pebble buy with record Kickstarter funds?: http://t.co/QGGMLfNZyV
28 Mar 15 06:45:04
$AAPL $CS: Analysts Remain Bullish As Apple Inc. Car Rumors Stir: http://t.co/K4c9y8aF6s
S Riches
28 Mar 15 06:42:49
Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/GZMCq78ZRw http://t.co/sB9xTGx7TS
Nicole Genoese
28 Mar 15 06:39:56
Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/ywaMISKQTK http://t.co/ByZUKQZnjG
Brian Kautz
28 Mar 15 06:38:01
Hope I win this #iPad mini from @ValueWalk! $AAPL http://t.co/vlALtGEUzj http://t.co/mNsQc7Y8N7
By  +Follow October 16, 2013 6:40AM



blog comments powered by Disqus

About us

Equities.com is the most advanced interactive online social ecosystem for the financial industry, serving as a resource center and next-generation communication platform that connects self-directed investors with public issuers, market experts, and professional service providers and vendors. Registered members can leverage our exclusive proprietary research tools such as the Small-Cap Stars, which outperformed 90% of all small-cap mutual funds, and robust do-it-yourself E.V.A. research reports. The Equities.com Issuer Dashboard is the ideal tool to communicate and manage investor awareness campaigns to the investment community, as well as to access valuable resources to help your company grow.

Market Data powered by QuoteMedia.
Copyright © QuoteMedia. Data delayed 15 minutes unless otherwise indicated. Terms of Use.