Digitals Media Share
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Digitals Media Share

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Global Digital media share ppt from ad tech conference

Global Digital media share ppt from ad tech conference

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Digitals Media Share Digitals Media Share Presentation Transcript

  • The importance of digital in the global media mix: observations on users, usage and investment 15th February 2010
  • Asia and emerging markets are leading internet usage growth Source: www.internetworldstats.com/Miniwatts Marketing Group Internet users by region 2009
  • Emerging territories skew internet age profile slightly younger Source: comScore Global internet users by age December 2009 (%) US, European and Asian markets (exc. China) have internet profile closer to car buying segments
  • Digital investment now exceeds TV media in some established markets Internet vs TV Adspend US$bn Source: Warc Investment levels reflect the many roles for digital: brand building, preference and sales delivery
  • Digital is stealing share of budget across the media spectrum Source: European Interactive Advertisers Association Marketers Ad Barometer The media mix is rapidly evolving as marketers reallocate share into digital
  • Press and TV are seeing major budget losses as audiences move to online vehicles Media forecasts Source: Warc Adspend forecast by Main Media: 2010 vs 2009 Year-on-year change (%), top 5 markets
  • As a ‘lower bandwidth’ use, ‘communication’ prevails in emerging markets but Social usage is growing rapidly in these territories and bridges the gap between communication and entertainment – and represents a massive and engaged audience for brands Source: ComScore Communication, Community and Entertainment dominate user behaviour
  • Source: ComScore The switch from ‘portals’ to community sites is swift and dramatic
  • Source: ComScore ‘ Social’ is a truly global user phenomenon and platform for brands
  • Asia is fuelling global internet growth Source: ComScore Media Metrix (Aug 2008-Aug 2009) Spotlight on Asia
  • Uses of the internet across Asia Source: ComScore Media Metrix (Aug 2009) Usage varies across Asia but the sophistication profile is advancing rapidly
  • However within community network sites (as most other areas of digital) there will always be a role for localisation and bespoke targeting Source: ComScore Media Metrix (Aug 2009) Global strategic partners e.g. Facebook can provide huge reach
  • Adspend is not just being driven by the relative time spent with media channels but the ‘quality’ of that time and users engagement and sales proximity Source: IPA Touchpoints Spotlight on the UK
  • Digital now represents the largest group of media ‘channels’ in the UK as brand support their major investments in digital content, infrastructure and e-commerce platforms Source: Advertising Statistics Yearbook 2008:/Advertising Forecast 2009 AA/WARC/ONS/HM Treasury PB & Forecast September 09/CBI forecast Spotlight on the UK
  • Spotlight on Brazil 71 million # of Users 1 Social Networks 2 84.3% reach 37% Penetration Sources: 1 comScore, Nov/09 | 2 Ibope Nielsen Online, August 2009 Source: Google Automotive Research (2009) 77% of internet users that bought cars in the last 6 months used internet to search for vehicles 41% of these users had used search engines to find manufacturer´s website Source: comScore (set/09) Better than the global average in conversational content
  • Source: IBOPE – TGI / Evolução da Penetração dos Meios no Total Geral da População Digital is the only medium consistently growing Open TV Radio Internet Magazine Billb.s Newspap Pay TV Cinema
  • Fonte: State of the Media Survey 2009 / Deloitte Brazil, global leader in time spent online Time Spent Online * 44,59 hours/mounth * Ibope NetRatings (jun/09)
  • Automotive manufactures already know the Internet´s potential... ..and the investment on this medium has increased every year R$ (000) Source: Ibope Monitor – Estimative Jan - Dec 09 Automotive manufacturers are already investing to keep up with audiences Investment 2009