worldwide media trends and clients advertising spendsPresentation Transcript
global media trends and changes in current media trends
10 Trends That Are Shaping Global Media 1) Even relatively poor populations now consider TV a necessity 2) Despite the internet, were watching more, not less. 3) What is the world watching? Football, American Idol-like contests and telenovelas.eg:-fifa world cup 2010 gained maximum viewership in the history of television i.e 400 million viewers per match. 4) The U.S. and Western Europe are losing newspaper circulation, but the rest of the world is experiencing a newspapers boom. 5) Heres why you need to keep an eye on Facebook. 6) Cyber cafes are the entry for emerging market populations to get online. 7) BRIC leads for online video consumption.
8) Internet usage and penetration rates are hobbled by access costs. Mobile isnt. 9) Netbooks, e-readers, tablets will drive growth of internet use. 10) For the foreseeable future, the forecast for the planets media habits is in a word, more.
Ways Social Media Will Change in 2011 1. Social media will be supersized 2. Companies will integrate social feedback into their decision making process 3. Mobile will become our gateway to the world 4. Video will be everywhere 5. The next big Online Social Network will not be a network at all
6. Text Campaigns: As the mobile arena grows, small businesses will continue to move marketing campaigns to mobile phones. 7. For Cause Tweet-a-thons: A Tweet-a-thon is a fundraising campaign on Twitter for which users encourage their followers to tweet about and donate to a particular charitable cause over a specific period of time. Rise of QR and Other Mobile Device CodesWith the rapid growth of web-enable devices, engaging customers has become a game of switching between the real world and the online world. This is where QR (Quick Response) codes can bridge the gap.
2011 scenario through survery
Social media is becoming dominant
Social Networking Site Users In Canada, 86.5% of the totalonline population use social networking sites 85.2% of Brazilian Internet users are on the social networksThe UK social networking population stands at 78.4% The social community remains strong in Spanish‐speaking countries with 73% in Mexico and 70.7% in Spain•Meanwhile, in the US, 70.2% of Internet users participate in socialnetworks
Facebook, YouTube and LinkedIn Most Popular Among Professionals1) 62% of at‐work Internet usersworldwide use LinkedIn for professional purposes, while 33% use it for personal reasons2) 34% are on YouTube for personaluse while 55% visit the site for professional reasons•3) Interestingly, the comparison between personal or professional use of Twitter, Digg and Delicious is very close with a 1‐2% difference4) Meanwhile, 27% of at‐work Internet users participate in MySpace for personal reasons and8% use it for professional purposes
Social Networking Ad Spend• According to eMarketer, social networking advertising spending worldwide will increase each year by about 10%• Marketers will spend a total of $2.35 billion advertising on social networks in 2009 (a 17% increase over 2008)• In 2010, $2.6 billion will be allocated toward social network advertising• By 2013, social networking ad spend will reach $3.5 billion, an increase of 9.6% over the previous year’s
Social Media Marketing Offers Several Benefits • Business exposure • Increased traffic, subscribers and opt‐in list • New business partnerships • Higher search rankings • Qualified leads • Reduction in overall marketing expenses • More closed business
Ad spendings by the advertisers Previously advertising was much more exposed to newspapers,magazine,tv,radio but now in this globalised world with the increase in various medias the ideology of the advertisers have changed due to the introduction of social media OOH Innovative media Ambient advertising Guerilla advertising
Social media offers consumer to interact with advertisers for proper feedback The response is quick due to which lots of spendings is done in internet advertising includings pop ups and add ons The largest proportion of Indias media spend was garnered by newspapers, growing at 32 per cent year- on-year (Y-o-Y) The newspaper segment grossed a total of $3.9 billion (around Rs 17,300 crore) during the period. Television followed newspapers in ad spend growth at 24 per cent Y-o-Y in India and stood at $2.4 billion (around Rs 10,648 crore). Magazines saw an eight per cent increase Y-o-Y at $393 million (about Rs 1,740
Over and above the mainstream media ad spend, other media such as radio, outdoor, pay TV, cinema combined showed a growth of 31 per cent in the twelve months up to June 2010 in India totalling $1.2 billion (about Rs 5,320 crore). The top ten categories, including services, personal care and food & beverages represented 51 per cent of all mainstream media ad spend in India The advertising spending in India is likely to see a growth of 12-14 per cent over the next few years
Outlook for major segments of the Indian Entertainment & Media Industry in 2011-2015 are as follows: Television: The sector is projected to command half of the entertainment pie by 2015 as it is estimated to grow at a robust 14.5% cumulatively over the next five years, from an estimated INR 306.5 billion in 2010 to INR 602.5 billion by 2015. Film: The sector is projected to grow at a CAGR of 9.3% over the next five years, reachingINR 136.5 billion in 2015 from the present INR 87.5 billion in 2010. Print media: The sector is projected to grow by 9.6% over the period 2011-15, reaching INR 282 billion in 2015 from the present INR 178.7 billion in 2010.
Radio: The sector is projected to grow at a CAGR of 19.2% over 2011-15, reaching INR 26.0 billion in 2015 from the present INR 10.8 billion in 2010. Music: Due to the tremendous uptake of the mobile VAS market, the sector is projected to grow at a CAGR of 17.6% over 2011-15, reaching INR 21.4 billion in 2015 from INR 9.5 billion in 2010. Internet advertising: With rebound in overall advertising, internet advertising too is projected to grow by 25.5% over the next five years and reach an estimated INR 24.0 billion in 2015 from the present INR 7.7 billion in 2010.
Out of home (OOH): The estimated size of Out of home (OOH) advertising spend is INR 14.0 billion in 2010, which is projected to reach INR 24.0 billion in 2015. Animation, gaming and VFX industry will continue to maintain its growth pace and is projected to grow at a CAGR of 21.4% to INR 82.6 billion in 2015 from its current size of INR 31.3 billion
Print vs TV vs Internet With the growing importance and need of several medias for advertising there is competition arising between print,tv and internet.
Newspaper Advertising vs. TVAdvertising Television advertising is a prominent source to reach the masses for an advertiser. Local television stations reach out beyond the normal circulation area that most newspapers reach Many advertisers view television as a viable advertising media that drives new customers to their front door. The advertising message can be completely told (and understood) using the newspaper without the fear of changing the channel every time the advertisement appears
Internet Advertising vs. TV Advertising TV ads are long, disruptive and easily avoidable, most of the online advertising is concise and must be watched, whether it is a banner ad on a website or a mini-commercial before an online program begins. Also, using targeted ads online means that different viewers see different advertisements on the same page internet ads elicit higher brand recall than those on TV ads on internet are more entertaining, engaging and, most importantly for the viewer, less disruptive.