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Tuesday, October 30, 2012

Asia-Pacific Poised to Dominate World Ad Market

Digital grabs greater share after global ad spending passes half-trillion mark

eMarketer, in collaboration with Starcom MediaVest Group (SMG), released its annual Global Media Intelligence report on media trends in major markets worldwide. According to the report, China is set to become the world’s second-largest advertising market in 2013, and the second-largest digital advertising market the following year, behind the US. As a result, Asia-Pacific is expected to surpass North America in total ad spending in 2014, thanks to extraordinary growth rates in internet and mobile internet usage, as well as rapid growth in digital advertising spending.



Some other key findings include:


  • Globally, spending on advertising will rise from $538.75 billion in 2012 to $676.17 billion in 2016, as the advertising industry has proved quietly resilient despite ongoing economic hurdles worldwide.
  • Much of the growth is coming from Asia-Pacific, where, eMarketer estimates, more than 1 billion people will use the web at least once per month in 2012—nearly 47% of the global total. By 2016, this audience will number almost 1.4 billion.
  • Asia-Pacific will be home to some 2.15 billion mobile phone users this year. In China alone, the mobile consumer base will top 1 billion in 2014.
  • Asia-Pacific is currently the global leader in mobile advertising, with projected mobile ad spending of $2.56 billion this year. But North America is fast becoming the world’s leading hotspot, expanding twice as fast as Asia-Pacific. During the next four years, global spending on mobile ads will leap from $6.6 billion to $25.3 billion.
  • Economically, Latin America has shone brightly. But media spending in the region is small compared to more mature regions, though growing fast. Ad spending in Latin America topped $30 billion in 2011, eMarketer estimates, and will reach nearly $35 billion in 2012, a rise of 12%.
  • Eastern Europe has suffered from the financial turmoil afflicting many of its neighbors to the west. The resulting slowdown has come at a bad time for the advertising sector—and for digital advertising in particular, which arguably hasn’t yet achieved critical mass in several countries.




  • eMarketer estimates that media ad spending in the Middle East & Africa will reach $17.8 billion in 2012—less than one-tenth of the North American total—and approach $23 billion in 2016. Ad spending per person in the region will remain among the very lowest in the world.
  • But social networking is growing faster in the MEA than anywhere else—thanks partly to the central role played by social sites during the Arab Spring. Some 70.2% of the region’s internet users will use social media this year, according to eMarketer projections. But that group will represent just 11% of the MEA’s entire population.
  • As advertisers look to 2013, decisions about how and where to place marketing budgets are increasingly complex, especially for multinational players. The 2012 Global Media Intelligence Report aims to help advertisers assess the value of specific media platforms in major markets and plan confidently for measurable return on investment.

http://www.emarketer.com/Article.aspx?R=1009404

Tuesday, October 23, 2012

The Evolution of Digital Advertising











With computers and the Internet came digital advertising. PointRoll, a digital marketing company, decided to take a stroll down memory lane, revisiting the history of digital ads.
Their history goes as far back as 1987, when Apple introduced the Macintosh which featured HyperCard, widely considered the first multimedia tool. Over time, digital ads have evolved from static images to interactive designs with the help of universally used tools as Quicktime, Adobe Photoshop and Illustrator, and Flash.
The birth of social media and gadgets like the iPhone and the iPad created new opportunities for multimedia, location-based ads that span across platforms, making digital advertising as rich a field as it’s ever been.
Check out the infographic below to see the evolution of digital advertising.
Infographic by PointRoll.
http://mashable.com/2012/09/25/the-evolution-of-digital-advertising-infographic/

Wednesday, October 17, 2012

The Changing World Of Smartphone And Tablet Devices

Over the past few years, the world has witnessed an unprecedented rise in the number of smartphone and tablet devices, changing forever the way in which people shop, browse and interact with brands.

Over the past few years, eDigitalResearch and IMRG have been tracking this changing consumer behaviour across the UK market and documenting emerging trends.
As a result, both firms have a wealth of data on the subject and have now produced a mobile and tablet infographic to help retailers better understand their mobile customers.

The infographic clearly shows that shopping and browsing on a tablet device is more popular than from a smartphone; over half (66%) of tablet owners have made a purchase from their device, whilst only 44% have done the same from their smartphone in recent months, although this is hardly surprising given that the main purpose of a tablet is the browse the web and apps. The results also show that more shoppers have purchased larger ticketed items or products with a higher price tag through a tablet device rather than smartphone.

The latest results also show that over half (56%) of UK consumers now own a smartphone, whilst around 1 in 5 (21%) have access to a tablet device. Perhaps as would be expected however, there is a higher percentage of younger consumers who own a smartphone, whilst tablet devices, on average, seem to resonate more with a slightly older audience.

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http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=5141&Itemid=76

Wednesday, October 10, 2012

Global Ad Spend Rises 2.4% in Q2 2012


Global ad spend rose to $139 billion USD in Q2 2012, a moderate 2.4 percent gain over Q2 2011, according to Nielsen’s quarterly Global AdView Pulse report. In a continuing trend, emerging markets saw the most significant increases. The Middle East and Africa grew 19.6 percent compared to Q2 2011, and Latin America saw advertisers increase their spend 4.9 percent.
Ad spend is on a general upswing, with Europe remaining as the only region to see year-over-year declines. Despite growth in the United Kingdom, Turkey and Norway, conservative spending in markets such as Greece, The Netherlands and Portugal led to a downward shift of 3.8 percent.
Overall, regional inconsistency was a theme, with some countries noting large increases and others down year-over-year. In Asia-Pacific, for example, moderate overall growth (+2.9%) resulted from significant increases in countries, including the Philippines, Indonesia and Hong Kong, being offset by declines in markets like South Korea and Australia. In North America, the U.S. grew 2.4 percent while Canada declined two percent. Ad spend in Latin America was also up (4.9%) despite decreased spending in Mexico.
Other key takeaways:
  • June saw the most growth of the quarter, at 3.1 percent.
  • Total global ad spend for the first half of 2012 was $266 billion USD.
KE-Nielsen-Global-AdView-Pulse-Q2-2012-regions
Methodology
Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Some markets may exclude select media due to data availability.