Retail Media Overtakes CTV As Advertising's Biggest Impetus
- by Joe Mandese @mp_joemandese, January 14, 2022
Retail media has overtaken connected TV (CTV) as the biggest trend on the mind of advertising and media executives heading into the new year, according to an ad industry tracking panel organized by the equities research team at BMO Capital Markets.
"Retail
Media is eclipsing CTV as the No. 1 …
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I find the comment "Retail Media is eclipsing CTV as the No. 1 secular growth trend as 2022 begins," as very odd.
I've never heard the phrase "secular growth". Referencing the Cambridge Dictionary. secular means "not having any connection with religion". Can someone please explain what is meant by "secular growth" in relation to the above quote?
@John Grono: It was a Wall Street analyst using it in financial terms, not religious ones:
"In finance, secular is a descriptive word used to refer to market activities that occur over the long term. Secular can also point to specific stocks or stock sectors unaffected by short-term trends. Secular trends are not seasonal or cyclical. Instead, they remain consistent over time."
https://www.investopedia.com/terms/s/secular.asp
Thanks Joe.
I never knew that. Not surprising though that finance adopts religious terms.
John, the financial people---well many of them---worship money.
A cyclical market exhibits peak-trough-peak movements. Cyclical stocks tend to move with macroeconomic conditions such as consumer spending or economic growth. ... A secular market is a long-term event with persistent conditions regardless of economic slowdowns and cycles.
While there is no precise number or metric to determine what falls into this category, the idea behind what constitutes “secular growth” is simple - a period of fundamental change or evolution occurring in a sector or industry, leading to significant and persistent growth.