Digital Media in the EMEA<br />Luis Vareta, July 2009<br />
Content<br />Digital Media<br />The EMEA<br />EMEA Online Audience<br />Conclusions & Trends<br />
Digital Media What is DigitalWhat is Digital MediaMarketing Channels in Digital Media<br />
Digital, Digit, Digitus<br />(Latin word for finger)<br />Digital Definition      1<br />
Digital is the <br />opposite of analog_<br />Digital Definition      2<br />
Once recorded_ analog equipment_ <br />cannot copy signals perfectly_<br />Digital Definition      3<br />
Digital breaks everything into numbers, <br />binary representation of ones and zeros. <br />Digital Definition      4<br />
Data <br />can be preserved indefinitely.<br />Digital Definition      5<br />
And multiple identical copies can be made <br />with no loss of information.<br />Digital Definition      6<br />
Plus, we are able to <br />interact exponentially with technology.<br />Digital Definition      7<br />
We passed from<br />storage of information on fixed material objects..<br />Digital Definition      8<br />
..to storage of all information <br />in a binary digital format.<br />or<br />Digital Definition      9<br />
With this technological advancement, came the <br />Digital Revolution and<br />Digital Media. <br />Digital Definition   ...
The start of the <br />Information Age in the 1980’s.<br />Digital Definition    11<br />
Digital Media therefore involves mixing different elements or tools.<br />Digital Media    12<br />
Elements such..<br />Digital video and film production <br />Interactive multimedia<br />3D modeling <br />Graphic design<...
To create an experience.. <br />Interactive, engaging, compelling. A new fantastic user experience that cannot be realized...
dig⋅it⋅alme⋅di⋅a<br />adjective, noun<br />Collaborative medium that allows for active participation by the recipient, hen...
dig⋅it⋅alme⋅di⋅a<br />adjective, noun<br />Collaborative medium that allows for active participation by the recipient, hen...
Which marketing channels define Digital Media?<br />
Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<...
Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<...
Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<...
Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<...
Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<...
Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<...
Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels   24<br />
Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels   25<br />
Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels   26<br />
Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels   27<br />
Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels   28<br />
Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads  [ online & offline ]<br />Digi...
All form today the basis and platforms to work on executing a digital marketing strategy.<br />Social networking<br />Blog...
The EMEAPopulation in the regionOverall Media growth<br />
Europe, the Middle East and Africa <br />is a huge geographical region with a <br />very diverse landscape.<br />EMEA     ...
EMEA<br />= 1.8 billion people<br />EMEA                       33<br />
Top Populated Countries<br />Europe<br />Russia	142m<br />Germany	  82m<br />Turkey	  73m<br />France	  65m<br />UK		  61m...
Top Populated Countries<br />Middle East<br />Iran		  70m<br />Iraq		  31m<br />Saudi Arabia   27m<br />Yemen	  23m<br />S...
Top Populated Countries<br />Africa<br />Nigeria	 148m<br />Ethiopia           85m<br />Egypt 	  76m<br />Congo 	  66m<br ...
EMEA = 1.8 billion people<br />But not all have equal access to Media. Ethiopia or Iraq for instance have a weak infrastru...
Overall Media growth in the EMEA<br />Region Highlights<br />
Western Europe <br />average<br />Overall Media growth in the EMEA<br />3%<br />Norway   |  11%<br />Ireland  |  13%<br />...
Western Europe <br />average<br />Overall Media growth in the EMEA<br />3%<br />Norway   |  11%<br />Stagnant growth in We...
Eastern Europe <br />average<br />Overall Media growth in the EMEA<br />25%<br />Russia  |  40%<br />Romania  |  26%<br />...
Eastern Europe <br />average<br />Overall Media growth in the EMEA<br />25%<br />In Eastern Europe media is growing furthe...
Middle East & Africa <br />average<br />Overall Media growth in the EMEA<br />16%<br />South Africa  |  22%<br />Gulf Coop...
Middle East & Africa <br />average<br />Overall Media growth in the EMEA<br />16%<br />The most developed Arab world is th...
EMEA Online Audience Internet PenetrationInternet UsageMost Popular Websites<br />
Internet Penetration in the EMEA is absolutely different from region to region.<br />
Internet Users<br />Population<br />  53.8 %<br />Europe<br />Half Europeans use the Internet<br />731 m<br />393.4 m<br /...
Internet Users<br />Population<br />  24.4 %<br />  922 m<br />Middle East<br />24% in the ME use the Internet<br />188 m<...
Internet Users<br />Population<br />  5.8 %<br />  922 m<br />Only 5.8% of 922m use the Internet in Africa<br />Africa<br ...
Population<br />Internet Users<br />393.4 m<br />  922 m<br />731 m<br />   54.2 m<br /> 45.9 m<br />188 m<br />Europe<br ...
Which EMEA countries have more Internet Users?<br />
Germany  |UK   |   France   |   Russia <br />Europe<br />Source: Internet world stats, March 2009<br />EMEA Online        ...
Iran  |   Saudi Arabia   |   Israel   |   Syria <br />Middle East<br />Source: Internet world stats, March 2009<br />EMEA ...
Egypt  |  Nigeria  |  Morocco  |  S. Africa <br />Africa <br />Source: Internet world stats, March 2009<br />EMEA Online  ...
Most Popular websites Top websites from the top 4 countries above<br />
Most Popular websites<br />National<br />Type<br />Foreigner<br />Google<br />Facebook<br />YouTube<br />Windows Live<br /...
Most Popular websites<br />National<br />Type<br />Foreigner<br />Google<br />Yahoo<br />MSN<br />YouTube<br />Blogger<br ...
Most Popular websites<br />National<br />Type<br />Foreigner<br />Google<br />Yahoo<br />Facebook<br />Youtube<br />Window...
Conclusions & Trends<br />
ME & Africa Population <br />Expected to be<br />Europe Population<br />Expected to be<br />
OVERALL MEDIA <br />IS STAGNANT <br />in Western Europe.<br />but grows rapidly in EASTERN EUROPE <br />with Russia fuelin...
OVERALL MEDIA <br />IS STAGNANT <br />in Western Europe.<br />ME & Africa <br />average 16% growth<br />but grows rapidly ...
EMEA has <br />1.8 billion people<br />
only 493 million use the Internet.<br />
only 493 million use the Internet.<br />393 million <br />are from Europe. <br />
TREND<br />Europe will remain ageing and expected to decrease population. <br />ME & Africa will see increases in populati...
TREND<br />Middle East & Africa <br />will be the fastest-growing regions in the EMEA.<br />(albeit from a relatively low ...
TREND<br />Russiais the <br />fastest-growing <br />Internet population <br />in Europe and is expected to continue rising...
TREND<br />July 2009 marks the start of the  fiber optic cable bringing  high speed Internet <br />access to East Africa.<...
TREND<br />The excessive Internet cost will go down, along with better connectivity, will lead to economic growth. <br />
TREND<br />From 2007 to 2008, Internet use in both ME & Africa grew 20.2%. When the world 10.4% and Europe 6.8%. <br />Mob...
TREND<br />Mobile access to the web will triplicate by 2013.<br />Source: PricewaterhouseCoopers<br />
TREND<br />Digital TV on demand will be a major digital telecommunications medium.<br />
TREND<br />Internet advertising spending will increase $7.7 billion in 5 years. Central and Eastern Europe will be the fas...
TREND<br />Consumer spending on video games will grow.<br />DVR’s and game consoles with internet access will emerge as co...
The world is changing fast. Media consumption faster.<br />
Thank you<br />
Digital Media in the EMEA<br />Luis Vareta, July 2009<br />
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An analysis on Digital Media in Europe, the Middle East and Africa regions.

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  1. 1. Digital Media in the EMEA<br />Luis Vareta, July 2009<br />
  2. 2. Content<br />Digital Media<br />The EMEA<br />EMEA Online Audience<br />Conclusions & Trends<br />
  3. 3. Digital Media What is DigitalWhat is Digital MediaMarketing Channels in Digital Media<br />
  4. 4. Digital, Digit, Digitus<br />(Latin word for finger)<br />Digital Definition 1<br />
  5. 5. Digital is the <br />opposite of analog_<br />Digital Definition 2<br />
  6. 6. Once recorded_ analog equipment_ <br />cannot copy signals perfectly_<br />Digital Definition 3<br />
  7. 7. Digital breaks everything into numbers, <br />binary representation of ones and zeros. <br />Digital Definition 4<br />
  8. 8. Data <br />can be preserved indefinitely.<br />Digital Definition 5<br />
  9. 9. And multiple identical copies can be made <br />with no loss of information.<br />Digital Definition 6<br />
  10. 10. Plus, we are able to <br />interact exponentially with technology.<br />Digital Definition 7<br />
  11. 11. We passed from<br />storage of information on fixed material objects..<br />Digital Definition 8<br />
  12. 12. ..to storage of all information <br />in a binary digital format.<br />or<br />Digital Definition 9<br />
  13. 13. With this technological advancement, came the <br />Digital Revolution and<br />Digital Media. <br />Digital Definition 10<br />
  14. 14. The start of the <br />Information Age in the 1980’s.<br />Digital Definition 11<br />
  15. 15. Digital Media therefore involves mixing different elements or tools.<br />Digital Media 12<br />
  16. 16. Elements such..<br />Digital video and film production <br />Interactive multimedia<br />3D modeling <br />Graphic design<br />Web design <br />Image creation <br />Digital animation <br />Digital photography <br />Interface design <br />Digital sound technology <br />Digital Media 13<br />
  17. 17. To create an experience.. <br />Interactive, engaging, compelling. A new fantastic user experience that cannot be realized with other technologies.<br />Digital Media 14<br />
  18. 18. dig⋅it⋅alme⋅di⋅a<br />adjective, noun<br />Collaborative medium that allows for active participation by the recipient, hence interactivity; <br />Media that establishes a two-way communication.<br />
  19. 19. dig⋅it⋅alme⋅di⋅a<br />adjective, noun<br />Collaborative medium that allows for active participation by the recipient, hence interactivity; <br />Media that establishes a two-way communication.<br />
  20. 20. Which marketing channels define Digital Media?<br />
  21. 21. Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<br />Digital Channels 18<br />
  22. 22. Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<br />Digital Channels 19<br />
  23. 23. Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<br />Digital Channels 20<br />
  24. 24. Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<br />Digital Channels 21<br />
  25. 25. Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<br />Digital Channels 22<br />
  26. 26. Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<br />Digital Channels 23<br />
  27. 27. Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels 24<br />
  28. 28. Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels 25<br />
  29. 29. Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels 26<br />
  30. 30. Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels 27<br />
  31. 31. Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels 28<br />
  32. 32. Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads [ online & offline ]<br />Digital Channels 29<br />
  33. 33. All form today the basis and platforms to work on executing a digital marketing strategy.<br />Social networking<br />Blogging<br />User-generated content<br />Mobile Marketing<br />Search Marketing<br />Online Video<br />Widgets<br />Podcasting<br />Email Marketing<br />RSS<br />Game Marketing<br />Display Ads<br />Digital Channels 30<br />
  34. 34. The EMEAPopulation in the regionOverall Media growth<br />
  35. 35. Europe, the Middle East and Africa <br />is a huge geographical region with a <br />very diverse landscape.<br />EMEA 32<br />
  36. 36. EMEA<br />= 1.8 billion people<br />EMEA 33<br />
  37. 37. Top Populated Countries<br />Europe<br />Russia 142m<br />Germany 82m<br />Turkey 73m<br />France 65m<br />UK 61m<br />Europe = 731 million people<br />Source: Wikipedia<br />EMEA 34<br />
  38. 38. Top Populated Countries<br />Middle East<br />Iran 70m<br />Iraq 31m<br />Saudi Arabia 27m<br />Yemen 23m<br />Syria 19m<br />ME = 188 million people<br />Source: Wikipedia<br />EMEA 35<br />
  39. 39. Top Populated Countries<br />Africa<br />Nigeria 148m<br />Ethiopia 85m<br />Egypt 76m<br />Congo 66m<br />S. Africa 48m<br />Africa = 922 million people<br />Source: Wikipedia<br />EMEA 36<br />
  40. 40. EMEA = 1.8 billion people<br />But not all have equal access to Media. Ethiopia or Iraq for instance have a weak infrastructure. <br />So where is media growing the most?<br />EMEA 37<br />
  41. 41. Overall Media growth in the EMEA<br />Region Highlights<br />
  42. 42. Western Europe <br />average<br />Overall Media growth in the EMEA<br />3%<br />Norway | 11%<br />Ireland | 13%<br />Source: Stats 2001-2007, Group M<br />EMEA Media 39<br />
  43. 43. Western Europe <br />average<br />Overall Media growth in the EMEA<br />3%<br />Norway | 11%<br />Stagnant growth in Western Europe.<br />With Norway and Ireland above average.<br />Ireland | 13%<br />Source: Stats 2001-2007, Group M<br />EMEA Media 40<br />
  44. 44. Eastern Europe <br />average<br />Overall Media growth in the EMEA<br />25%<br />Russia | 40%<br />Romania | 26%<br />Source: Stats 2001-2007, Group M<br />EMEA Media 41<br />
  45. 45. Eastern Europe <br />average<br />Overall Media growth in the EMEA<br />25%<br />In Eastern Europe media is growing further, well influenced by Russia and Romania.<br />Russia | 40%<br />Romania | 26%<br />Source: Stats 2001-2007, Group M<br />EMEA Media 42<br />
  46. 46. Middle East & Africa <br />average<br />Overall Media growth in the EMEA<br />16%<br />South Africa | 22%<br />Gulf Cooperation Council* | 33%<br />*Saudi Arabia, UAE, Kuwait, Qatar, Bahrain and Oman<br />Source: Stats 2001-2007, Group M<br />EMEA Media 43<br />
  47. 47. Middle East & Africa <br />average<br />Overall Media growth in the EMEA<br />16%<br />The most developed Arab world is the core of the media growth in the region. South Africa, within the African continent.<br />South Africa | 22%<br />Gulf Cooperation <br />Council* | 33%<br />*Saudi Arabia, UAE, Kuwait, Qatar, Bahrain and Oman<br />Source: Stats 2001-2007, Group M<br />EMEA Media 44<br />
  48. 48. EMEA Online Audience Internet PenetrationInternet UsageMost Popular Websites<br />
  49. 49. Internet Penetration in the EMEA is absolutely different from region to region.<br />
  50. 50. Internet Users<br />Population<br /> 53.8 %<br />Europe<br />Half Europeans use the Internet<br />731 m<br />393.4 m<br />Source: Internet world stats<br />EMEA Online 47<br />
  51. 51. Internet Users<br />Population<br /> 24.4 %<br /> 922 m<br />Middle East<br />24% in the ME use the Internet<br />188 m<br /> 45.9 m<br />Source: Internet world stats<br />EMEA Online 48<br />
  52. 52. Internet Users<br />Population<br /> 5.8 %<br /> 922 m<br />Only 5.8% of 922m use the Internet in Africa<br />Africa<br /> 54.2 m<br />Source: Internet world stats<br />EMEA Online 49<br />
  53. 53. Population<br />Internet Users<br />393.4 m<br /> 922 m<br />731 m<br /> 54.2 m<br /> 45.9 m<br />188 m<br />Europe<br />Africa<br />Middle East<br />Source: Wikipedia, Internet world stats<br />EMEA Online 50<br />
  54. 54. Which EMEA countries have more Internet Users?<br />
  55. 55. Germany |UK | France | Russia <br />Europe<br />Source: Internet world stats, March 2009<br />EMEA Online 52<br />
  56. 56. Iran | Saudi Arabia | Israel | Syria <br />Middle East<br />Source: Internet world stats, March 2009<br />EMEA Online 53<br />
  57. 57. Egypt | Nigeria | Morocco | S. Africa <br />Africa <br />Source: Internet world stats, March 2009<br />EMEA Online 54<br />
  58. 58. Most Popular websites Top websites from the top 4 countries above<br />
  59. 59. Most Popular websites<br />National<br />Type<br />Foreigner<br />Google<br />Facebook<br />YouTube<br />Windows Live<br />Yahoo<br />Ebay<br />Wikipedia<br />MSN<br />Amazon<br />LiveJournal<br />BBC<br />SkyRock<br />Spiegel<br />Web.de<br />Orange<br />Free<br />Yandex<br />Vkontakte<br />Mail.ru<br />Odnoklassniki<br />Rambler<br />Narod<br />News<br />Social Networking<br />News<br />Web Portal<br />Corporate<br />Corporate<br />Search, Web Portal<br />Social Networking<br />Email<br />Social Networking<br />Search,Web Portal<br />Web Portal<br />EuropeGermany, UK, France, Russia<br />Source: Alexa<br />EMEA Online 56<br />
  60. 60. Most Popular websites<br />National<br />Type<br />Foreigner<br />Google<br />Yahoo<br />MSN<br />YouTube<br />Blogger<br />Facebook<br />Travian<br />RapidShare<br />Windows Live<br />Wikipedia<br />Microsoft<br />BlogFATabnakMihanBlogPersianBlogCloobMaktoob<br />STC<br />Walla<br />Ynet<br />Nana10<br />Yad2<br />Syria News<br />Syrian Education <br />Kooora<br />Aksalser<br />Blogging<br />News<br />Blogging<br />Blogging<br />Web Portal<br />News Portal<br />Corporate<br />Web Portal<br />News Portal<br />Web Portal<br />Web Portal<br />News<br />Education<br />Sports<br />Web Portal<br />Middle EastIran, Saudi Arabia, Israel, Syria<br />Source: Alexa<br />EMEA Online 57<br />
  61. 61. Most Popular websites<br />National<br />Type<br />Foreigner<br />Google<br />Yahoo<br />Facebook<br />Youtube<br />Windows Live<br />MSN<br />Blogger<br />Wikipedia<br />RapidShare<br />Travian<br />Twitter<br />Skyrock<br />GumTree<br />MyEgyMaktoob<br />Goal<br />Kooora<br />News24<br />Download, Streaming<br />News Portal<br />Sports<br />Sports<br />News<br />AfricaEgypt, Nigeria, Morocco, S. Africa<br />Source: Alexa<br />EMEA Online 58<br />
  62. 62. Conclusions & Trends<br />
  63. 63. ME & Africa Population <br />Expected to be<br />Europe Population<br />Expected to be<br />
  64. 64. OVERALL MEDIA <br />IS STAGNANT <br />in Western Europe.<br />but grows rapidly in EASTERN EUROPE <br />with Russia fueling its growth (40%)<br />
  65. 65. OVERALL MEDIA <br />IS STAGNANT <br />in Western Europe.<br />ME & Africa <br />average 16% growth<br />but grows rapidly in EASTERN EUROPE <br />with Russia fueling its growth (40%)<br />Source: 2001-2007, Group M<br />
  66. 66. EMEA has <br />1.8 billion people<br />
  67. 67. only 493 million use the Internet.<br />
  68. 68. only 493 million use the Internet.<br />393 million <br />are from Europe. <br />
  69. 69. TREND<br />Europe will remain ageing and expected to decrease population. <br />ME & Africa will see increases in population and migrations from rural to city centers.<br />Source: Eurostat, PricewaterhouseCoopers<br />
  70. 70. TREND<br />Middle East & Africa <br />will be the fastest-growing regions in the EMEA.<br />(albeit from a relatively low base)<br />
  71. 71. TREND<br />Russiais the <br />fastest-growing <br />Internet population <br />in Europe and is expected to continue rising.<br />Source: ComScore<br />
  72. 72. TREND<br />July 2009 marks the start of the fiber optic cable bringing high speed Internet <br />access to East Africa.<br />
  73. 73. TREND<br />The excessive Internet cost will go down, along with better connectivity, will lead to economic growth. <br />
  74. 74. TREND<br />From 2007 to 2008, Internet use in both ME & Africa grew 20.2%. When the world 10.4% and Europe 6.8%. <br />Mobile phone technology is more widespread than Internet in Africa.<br />Source: Internet world stats<br />
  75. 75. TREND<br />Mobile access to the web will triplicate by 2013.<br />Source: PricewaterhouseCoopers<br />
  76. 76. TREND<br />Digital TV on demand will be a major digital telecommunications medium.<br />
  77. 77. TREND<br />Internet advertising spending will increase $7.7 billion in 5 years. Central and Eastern Europe will be the fastest-growing area.<br />Source: PricewaterhouseCoopers<br />
  78. 78. TREND<br />Consumer spending on video games will grow.<br />DVR’s and game consoles with internet access will emerge as competitors to the PC.<br />Source: PricewaterhouseCoopers<br />
  79. 79. The world is changing fast. Media consumption faster.<br />
  80. 80. Thank you<br />
  81. 81. Digital Media in the EMEA<br />Luis Vareta, July 2009<br />

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