Digital Media in the EMEA

Digital Media in the EMEA
Luis Vareta, July 2009

Content
Digital Media
The EMEA
EMEA Online Audience
Conclusions & Trends

Digital Media What is DigitalWhat is Digital MediaMarketing Channels in Digital Media

Digital, Digit, Digitus
(Latin word for finger)
Digital Definition 1

Digital is the
opposite of analog_

Once recorded_ analog equipment_
cannot copy signals perfectly_

Digital breaks everything into numbers,
binary representation of ones and zeros.

Data
can be preserved indefinitely.

And multiple identical copies can be made
with no loss of information.

Plus, we are able to
interact exponentially with technology.

We passed from
storage of information on fixed material objects..

..to storage of all information
in a binary digital format.
or

With this technological advancement, came the
Digital Revolution and
Digital Media.

The start of the
Information Age in the 1980’s.

Digital Media therefore involves mixing different elements or tools.
Digital Media 12

Elements such..
Digital video and film production
Interactive multimedia
3D modeling
Graphic design
Web design
Image creation
Digital animation
Digital photography
Interface design
Digital sound technology
Digital Media 13

To create an experience..
Interactive, engaging, compelling. A new fantastic user experience that cannot be realized with other technologies.
Digital Media 14

dig⋅it⋅alme⋅di⋅a
adjective, noun
Collaborative medium that allows for active participation by the recipient, hence interactivity;
Media that establishes a two-way communication.

Which marketing channels define Digital Media?

Social networking
Blogging
User-generated content
Mobile Marketing
Search Marketing
Online Video
Digital Channels 18

Social networking
Blogging
Mobile Marketing
Search Marketing
Online Video
Digital Channels 19

Social networking
Blogging
Mobile Marketing
Search Marketing
Online Video
Digital Channels 20

Social networking
Blogging
Mobile Marketing
Search Marketing
Online Video
Digital Channels 21

Social networking
Blogging
Mobile Marketing
Search Marketing
Online Video
Digital Channels 22

Social networking
Blogging
Mobile Marketing
Search Marketing
Online Video
Digital Channels 23

Widgets
Podcasting
Email Marketing
RSS
Game Marketing
Display Ads
Digital Channels 24

Widgets
Podcasting
Email Marketing
RSS
Game Marketing
Display Ads
Digital Channels 25

Widgets
Podcasting
Email Marketing
RSS
Game Marketing
Display Ads
Digital Channels 26

Widgets
Podcasting
Email Marketing
RSS
Game Marketing
Display Ads
Digital Channels 27

Widgets
Podcasting
Email Marketing
RSS
Game Marketing
Display Ads
Digital Channels 28

Widgets
Podcasting
Email Marketing
RSS
Game Marketing
Display Ads [ online & offline ]
Digital Channels 29

All form today the basis and platforms to work on executing a digital marketing strategy.
Social networking
Blogging
Mobile Marketing
Search Marketing
Online Video
Widgets
Podcasting
Email Marketing
RSS
Game Marketing
Display Ads
Digital Channels 30

The EMEAPopulation in the regionOverall Media growth

Europe, the Middle East and Africa
is a huge geographical region with a
very diverse landscape.
EMEA 32

EMEA
= 1.8 billion people
EMEA 33

Top Populated Countries
Europe
Russia 142m
Germany 82m
Turkey 73m
France 65m
UK 61m
Europe = 731 million people
Source: Wikipedia
EMEA 34

Middle East
Iran 70m
Iraq 31m
Saudi Arabia 27m
Yemen 23m
Syria 19m
ME = 188 million people
Source: Wikipedia
EMEA 35

Africa
Nigeria 148m
Ethiopia 85m
Egypt 76m
Congo 66m
S. Africa 48m
Africa = 922 million people
Source: Wikipedia
EMEA 36

EMEA = 1.8 billion people
But not all have equal access to Media. Ethiopia or Iraq for instance have a weak infrastructure.
So where is media growing the most?
EMEA 37

Overall Media growth in the EMEA
Region Highlights

Western Europe
average
3%
Norway | 11%
Ireland | 13%
Source: Stats 2001-2007, Group M
EMEA Media 39

Western Europe
average
3%
Norway | 11%
Stagnant growth in Western Europe.
With Norway and Ireland above average.
Ireland | 13%
EMEA Media 40

Eastern Europe
average
25%
Russia | 40%
Romania | 26%
EMEA Media 41

Eastern Europe
average
25%
In Eastern Europe media is growing further, well influenced by Russia and Romania.
Russia | 40%
Romania | 26%
EMEA Media 42

Middle East & Africa
average
16%
South Africa | 22%
Gulf Cooperation Council* | 33%
*Saudi Arabia, UAE, Kuwait, Qatar, Bahrain and Oman
EMEA Media 43

average
16%
The most developed Arab world is the core of the media growth in the region. South Africa, within the African continent.
South Africa | 22%
Gulf Cooperation
Council* | 33%
*Saudi Arabia, UAE, Kuwait, Qatar, Bahrain and Oman
EMEA Media 44

EMEA Online Audience Internet PenetrationInternet UsageMost Popular Websites

Internet Penetration in the EMEA is absolutely different from region to region.

Internet Users
Population
53.8 %
Europe
Half Europeans use the Internet
731 m
393.4 m
Source: Internet world stats
EMEA Online 47

Internet Users
Population
24.4 %
922 m
Middle East
24% in the ME use the Internet
188 m
45.9 m
EMEA Online 48

Internet Users
Population
5.8 %
922 m
Only 5.8% of 922m use the Internet in Africa
Africa
54.2 m
EMEA Online 49

Population
Internet Users
393.4 m
922 m
731 m
54.2 m
45.9 m
188 m
Europe
Africa
Middle East
Source: Wikipedia, Internet world stats
EMEA Online 50

Which EMEA countries have more Internet Users?

Germany |UK | France | Russia
Europe
Source: Internet world stats, March 2009
EMEA Online 52

Iran | Saudi Arabia | Israel | Syria
Middle East
EMEA Online 53

Egypt | Nigeria | Morocco | S. Africa
Africa
EMEA Online 54

Most Popular websites Top websites from the top 4 countries above

Most Popular websites
National
Type
Foreigner
Google
Facebook
YouTube
Windows Live
Yahoo
Ebay
Wikipedia
MSN
Amazon
LiveJournal
BBC
SkyRock
Spiegel
Web.de
Orange
Free
Yandex
Vkontakte
Mail.ru
Odnoklassniki
Rambler
Narod
News
Social Networking
News
Web Portal
Corporate
Corporate
Search, Web Portal
Social Networking
Email
Social Networking
Search,Web Portal
Web Portal
EuropeGermany, UK, France, Russia
Source: Alexa
EMEA Online 56

National
Type
Foreigner
Google
Yahoo
MSN
YouTube
Blogger
Facebook
Travian
RapidShare
Windows Live
Wikipedia
Microsoft
BlogFATabnakMihanBlogPersianBlogCloobMaktoob
STC
Walla
Ynet
Nana10
Yad2
Syria News
Syrian Education
Kooora
Aksalser
Blogging
News
Blogging
Blogging
Web Portal
News Portal
Corporate
Web Portal
News Portal
Web Portal
Web Portal
News
Education
Sports
Web Portal
Middle EastIran, Saudi Arabia, Israel, Syria
Source: Alexa
EMEA Online 57

National
Type
Foreigner
Google
Yahoo
Facebook
Youtube
Windows Live
MSN
Blogger
Wikipedia
RapidShare
Travian
Twitter
Skyrock
GumTree
MyEgyMaktoob
Goal
Kooora
News24
Download, Streaming
News Portal
Sports
Sports
News
AfricaEgypt, Nigeria, Morocco, S. Africa
Source: Alexa
EMEA Online 58

Conclusions & Trends

ME & Africa Population
Expected to be
Europe Population
Expected to be

OVERALL MEDIA
IS STAGNANT
in Western Europe.
but grows rapidly in EASTERN EUROPE
with Russia fueling its growth (40%)

OVERALL MEDIA
IS STAGNANT
in Western Europe.
ME & Africa
average 16% growth
but grows rapidly in EASTERN EUROPE
with Russia fueling its growth (40%)
Source: 2001-2007, Group M

EMEA has
1.8 billion people

only 493 million use the Internet.

only 493 million use the Internet.
393 million
are from Europe.

TREND
Europe will remain ageing and expected to decrease population.
ME & Africa will see increases in population and migrations from rural to city centers.
Source: Eurostat, PricewaterhouseCoopers

TREND
will be the fastest-growing regions in the EMEA.
(albeit from a relatively low base)

TREND
Russiais the
fastest-growing
Internet population
in Europe and is expected to continue rising.
Source: ComScore

TREND
July 2009 marks the start of the fiber optic cable bringing high speed Internet
access to East Africa.

TREND
The excessive Internet cost will go down, along with better connectivity, will lead to economic growth.

TREND
From 2007 to 2008, Internet use in both ME & Africa grew 20.2%. When the world 10.4% and Europe 6.8%.
Mobile phone technology is more widespread than Internet in Africa.

TREND
Mobile access to the web will triplicate by 2013.
Source: PricewaterhouseCoopers

TREND
Digital TV on demand will be a major digital telecommunications medium.

TREND
Internet advertising spending will increase $7.7 billion in 5 years. Central and Eastern Europe will be the fastest-growing area.

TREND
Consumer spending on video games will grow.
DVR’s and game consoles with internet access will emerge as competitors to the PC.

The world is changing fast. Media consumption faster.

Thank you

Digital Media in the EMEA
Luis Vareta, July 2009

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Digital Media in the EMEA

by Luis Vareta on Jul 27, 2009

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Digital Media in the EMEA — Presentation Transcript