Global ad spend by vertical jan 2013
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Global ad spend by vertical jan 2013

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    Global ad spend by vertical jan 2013 Global ad spend by vertical jan 2013 Presentation Transcript

    • Global Advertising Outlook Name January, 2013
    • TOTAL MEDIA SPEND
    • Global Worldwide Total Media Ad Spend Continues To Grow Total Media Ad Spending & Growth, 2011-2016 (in Billions) $492.3 $518.8 $545.8 $600.8 $575.0 $628.2 • Marketers will invest $518.8 billion in total media advertising worldwide this year • By 2015, total media ad expenditures will pass the $600 billion mark • North America will lead the other global regions in total media ad spending • Asia-Pacific, Eastern Europe, Latin America and the Middle East and Africa will each see higher than average ad spending gains through 2016 CAGR = 4.9% 3.6% 5.4% 5.2% 5.4% 4.5% 4.6% 2011 2012 2013 2014 2015 2016 Graph Source: eMarketer Estimates 3 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Asia-Pacific Total Media Ad Spending Expected to Grow at a CAGR of 7% Total Media Ad Spending & Growth, 2011-2016 (in Billions) $134.5 $145.9 $157.5 $179.8 $168.8 $190.9 CAGR = 6.9% 2.9% 8.5% 7.9% 7.2% 6.5% 6.2% 2011 2012 2013 2014 2015 • With $145.9 billion in total advertising, AsiaPacific had the second-largest advertising economy worldwide after North America in 2012 • Through 2016, eMarketer predicts total ad spending in Asia-Pacific will grow faster than in North America, thanks to budding advertising economies and extraordinary growth rates in internet and mobile internet use in China, Indonesia and India • Japan’s setback in ad spending in 2011 (due to the tsunami), combined with China’s robust consumer base will help propel China ahead of Japan in ad investments by $3.4 billion in 2014 2016 Graph Source: eMarketer Estimates 4 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Western Europe – Total Media Ad Spending Total Media Spending in Western Europe 2010 – 2015 (BN) $112.4 $25.5 $124.0 $126.2 $114.4 $117.6 $121.2 $27.6 $26.2 $27.2 $28.0 $26.7 $25.6 $26.2 $21.7 $22.3 $23.4 $24.3 $15.3 $15.6 $15.8 $16.0 $16.2 $16.4 $13.0 $7.7 $13.0 $7.3 $13.5 $7.5 $13.9 $7.8 $14.3 $8.0 $14.7 $8.2 Germany UK $32.7 2015 France Italy Spain Others $29.2 $29.9 $30.7 $32.0 $32.3 2010 2011 2012 2013 2014 • Advertising across major platforms will slow down in the European region amidst economic slowdown, however, online advertising is experiencing rapid growth • Total media ad spending in Western Europe will reach $126 Billion by 2015 from $114 billion in 2011 (CAGR~3%) 5 Digital Media Spending Thrives in Western Europe, eMarketer Dec 2011
    • Middle East-Africa One of the Fastest Growing Markets Globally Total Media Ad Spending, 2011-2016 (in Billions) $16.0 $17.2 $18.3 $20.8 $19.6 $22.0 CAGR = 6.4% 10.7% 7.5% 6.9% 6.9% 6.0% 5.7% 2011 2012 2013 2014 2015 • Ad spending in the Middle East and Africa remains the lowest in the world, and recent political instability has aggravated this situation in some areas • Yet the Middle East and Africa represent one of the fastest-growing markets globally. Advertisers are eager to reach this expanding population as rising income levels boost aspiration and consumption • As North America began to lose share in 2011, the emerging economies of the Middle East and Africa saw spending increase 2016 Graph Source: eMarketer Estimates 6 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Latin America Ad Spending in the Region to Rise 10% in 2013 Total Media Ad Spending, 2011-2016 (in Billions) $51.3 $46.8 $42.7 $31.2 $34.7 $38.1 CAGR = 10.3% 13.9% 11.0% 10.0% 12.0% 9.5% 9.8% 2011 2012 2013 2014 2015 • With its expanding population of increasingly affluent consumers, Latin America is one of the world’s fastest-growing advertising markets • eMarketer estimates that ad spending in the region will rise by 10% in 2013, and will continue its double-digit growth through 2016 • National and regional advertisers will fuel much of this activity, but multinational advertisers may also devote more attention to Latin America if economic uncertainty in North America and Europe continues to affect business prospects 2016 Graph Source: eMarketer Estimates 7 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • TOTAL MEDIA SPEND ACROSS MEDIA
    • Western Europe Online Advertising to grow at 28% Total Ad Spending Across Mediums 2012 & 2015 (in millions) Share of Ad Spend by Medium (%) 2011 Outdoor Cinema 6.3% Radio 5.6% Internet 20.3% $35.0 2012 0 $30.0 2015 0.7% $25.0 $20.0 $15.0 Newspapers 24.5% TV 30.3% $10.0 -7.1% -8.1% 1.8% 1.6% 3.1% 2.8% 27.5% Newspapers $5.0 Magazines TV Radio Cinema Outdoor Internet $- Magazines 12.4% • Television & Newspapers demand a major chunk of the Total Media Ad Spends in Western Europe with Internet in 3rd place • Internet Advertising Spends are expected to grow at 27.5%, which is the highest growth rate across all media 9 Source: ZenithOptimedia, Advertising Expenditure Forecasts, December 2012
    • Asia-Pacific Online Advertising to grow at 46% Total Ad Spending Across Mediums 2012 & 2015 (in millions) Share of Ad Spend by Medium (%) 2011 Outdoor Cinema 9.8% Internet 16.3% $80.0 2012 2015 $70.0 0.4% Radio 4.2% $60.0 $50.0 $40.0 Newspapers 22.5% $30.0 $20.0 7.6% -5.2% 18.9% 12.2% 14.2% 10.1% 45.7% Newspapers Magazines TV Radio Cinema Outdoor Internet $10.0 TV 41.8% Magazines 5.1% $- • Television & Newspapers demand a major chunk of the Total Media Ad Spends in Asia-Pacific with Internet in 3rd place • Internet Advertising Spends are expected to grow at 45.7%, which is the highest growth rate across all media 10 Source: ZenithOptimedia, Advertising Expenditure Forecasts, December 2012
    • Latin America Online Advertising to grow at 87% Total Ad Spending Across Mediums 2012 & 2015 (in millions) Share of Ad Spend by Medium (%) 2011 Radio Cinema Outdoor 6.1% 0.4% 3.6% Internet 4.0% $35.0 2012 2015 $30.0 $25.0 $20.0 Newspapers 17.1% TV 62.3% $15.0 $10.0 28.5% 21.3% 30.8% 21.6% 21.5% 30.7% 86.5% Newspapers Magazines TV Radio Cinema Outdoor Internet $5.0 Magazines 6.5% $- • Internet Advertising Spends are expected to grow at 86.5%, which is the highest growth rate across all media 11 Source: ZenithOptimedia, Advertising Expenditure Forecasts, December 2012
    • Middle East-Africa Online Advertising to grow at 70% Total Ad Spending Across Mediums 2012 & 2015 (in millions) Share of Ad Spend by Medium (%) 2011 Cinema Radio 0.6% 3.7% Outdoor 5.0% Internet $2.5 2012 2015 $2.0 2.5% $1.5 Newspapers 34.0% TV 50.2% $1.0 $0.5 - 0.9% - 5.1% 9.7% 2.1% - 4.3% 16.2% 69.9% TV Radio Cinema Outdoor Internet $- Magazines 4.0% Newspapers Magazines • Internet Advertising Spends are expected to grow at 69.9%, which is relatively higher than most of the other media • Total Online Ad Spends is very small compared to other media in Middle East-Africa 12 Source: ZenithOptimedia, Advertising Expenditure Forecasts, December 2012
    • ONLINE ADVERTISING
    • Global Online Ad Spending Drives Growth Total Online Ad Spending & Growth, 2011-2016 (in Billions) $163.0 $149.2 $134.7 $118.4 $102.8 • Worldwide digital ad spending is projected to nearly double between 2011 and 2016, rising from $8.3 billion to $163 billion • Globally, digital ad spending will represent nearly 20% of total media ad spending this year. It will grow to 26% of the total in 2016 • Marketers in North America will lead the global market in digital ad spending $87.3 CAGR = 12.2% 17.7% 19.8% 21.7% 23.4% 24.8% 26.0% 2011 2012 2013 2014 2015 2016 Graph Source: eMarketer Estimates 14 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Global Internet’s share of total ad spending worldwide will jump from 19.8% in 2012 to 25.9% in 2016 Online Ad Spend share of Total Media Spend, 2012 & 2016 (in Billions) Online $102.8 (19.8%) Online Advertising – Strongest Performing Ad Channel Online $163.0 (25.9%) More Measurable Online Advertising Other $416.0 (80.2%) More Effective Other $465.2 (74.1%) More Time Spent 2012 Total = $518.8 Billion 2016 Total = $628.2 Billion Graph Source: eMarketer Estimates 15 Source: eMarketer – Total Media Ad Spending Worldwide, 2010-2016 and Digital Ad Spending Worldwide, 2010-2016
    • Global North America & Western Europe dominate Online Ad Spend but APAC will surpass Western Europe by 2016 Online Ad Spend Worldwide, By Region, 2010 & 2015 (in Billions) 2016 2011 North America 2016 $59.8 Western Europe $25.0 $38.7 APAC $21.9 $48.6 Eastern Europe $2.9 $5.8 LATAM $2.5 $7.3 MEA 16 2011 $34.4 $0.6 • North America and Western Europe dominate the world in online ad spending, but opportunity for growth remains significant, particularly in the burgeoning digital advertising markets of Indonesia, Brazil, Argentina, India and China, which will help drive spending worldwide • Asia-Pacific is catching up to North America and will surpass Western Europe by 2016, when Asia Pacific’s portion of online ad spending will be 48.6%—over 9 percentage points higher than Western Europe’s $2.9 Source: eMarketer – Emerging Markets in Asia-Pacific Propel Digital Ad Spend Growth in the Region, January 2013
    • Asia-Pacific Increasing Online Population Drives Online Ad Spend Online Ad Spending & Growth, 2011-2016 (in Billions) $48.6 $43.0 $37.7 $32.5 • Asia-Pacific will push past Western Europe to become the region with the second highest digital ad expenditures in 2013, driven by rapid growth in Indonesia, India and China • The fastest growth in spending will come from the emerging markets of Indonesia, India and Mexico—though that growth is coming from a relatively small base of spending $27.3 CAGR = 15.5% $21.9 16.2% 18.7% 20.6% 22.3% 23.9% 25.4% 2011 2012 2013 2014 2015 2016 Graph Source: eMarketer Estimates 17 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Western Europe Online Ad Spending to Grow at a CAGR of 9% Online Ad Spending, 2011-2016 (in Billions) $25.0 $27.7 $30.7 $36.3 $33.8 $38.7 • Even as Western Europe loses share to other regions, their total media spending per person (along with North America’s) throughout eMarketer’s forecast period will remain higher than those of other regions • Western Europe also boasts the second highest regional levels of digital ad spending per internet user, at $112 this year growing to $133 by 2016 CAGR = 8.7% 20.9% 23.0% 24.9% 26.7% 28.1% 29.5% 2011 2012 2013 2014 2015 2016 Graph Source: eMarketer Estimates 18 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Middle East-Africa Improving Infrastructure & Mobile Phones Aid Growth in Online Ad Spend Online Ad Spending & Growth, 2011-2016 (in Billions) $2.9 • As a percent of total ad spending, Middle East and Africa’s digital spending is just 7% of all ad dollars going toward digital media • eMarketer expects this percentage to nearly double by 2016, but the region will still be far behind the near-30% of ad spending devoted to digital in Western Europe and North America $2.3 $1.8 CAGR = 35.4% $1.3 $0.9 $0.6 3.7% 5.1% 7.0% 9.2% 11.1% 13.3% 2011 2012 2013 2014 2015 2016 Graph Source: eMarketer Estimates 19 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Latin America Annual Value of Online Ads to Double by 2015 Online Ad Spending & Growth, 2011-2016 (in Billions) $7.3 $6.3 $5.3 $4.2 $3.4 $2.5 CAGR = 21.2% 7.9% 9.7% 10.9% 12.4% 13.4% 14.1% 2011 2012 2013 2014 2015 • Latin America will post above-average doubledigit growth through 2016, while growth in North America and Western Europe will remain robust but more moderate • Latin America is second only to the Middle East and Africa as the fastest-growing digital ad market in the world • Between 2012 and 2016, digital ad spending will climb from 9.7% to 14.1% of total media ad expenditures in Latin America. The share of digital ad spending in Mexico will double within the next four years, rising from 11.9% to 22.1% 2016 Graph Source: eMarketer Estimates 20 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • MOBILE ADVERTISING
    • Global North America & Western Europe Drive Mobile Advertising Mobile Ad Spending & Growth, 2011-2016 (in Billions) $36.9 $28.5 $20.3 CAGR = 44.7% $13.6 $8.4 $4.1 105.8 % 61.6% 49.5% 40.2% 29.6% 2012 2013 2014 2015 • Worldwide mobile ad spending will reach $13.6 billion this year • Rapid mobile internet adoption combined with the continued development of mobile ad networks and greater choice of mobile ad formats will significantly enhance how marketers use mobile to engage consumers, especially in the more advanced advertising economies of North America and Western Europe • By 2016, investments in mobile advertising will nearly triple to $36.9 billion 2016 74.6% 2011 Graph Source: eMarketer Estimates 22 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Global Mobile Ad Spending Rising Quickly Driven by Developments in Device & Mobile Web Adoption Mobile Ad Revenues Worldwide, By Region, 2011 & 2016 (in Millions) $36,873.3 Million 2016 2011 $4,084.8 Million Asia-Pacific 2011 $1,895.6 2016 $6,191.6 North America $1,261.7 $21,391.7 Western Europe $845.0 $8,389.5 Rest of the World $82.5 $900.6 • eMarketer predicts that worldwide mobile advertising revenues will grow over nine-fold between 2011 and 2016, increasing from $4 billion to nearly $37 billion • Asia-Pacific previously had the largest mobile ad expenditures worldwide, primarily due to advanced mobile advertising markets in Japan and South Korea • However, consumers are rapidly adopting smartphones and tablets in the US, and marketers there are taking advantage of growing mobile ad opportunities. In 2015, an expected rise in mobile ad investments in Western Europe will push Asia-Pacific to third place 23 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Asia-Pacific Japan, China & India Experience Significant Growth in Mobile Ad Spend Mobile Ad Spending & Growth, 2011-2016 (in Billions) $6.2 $5.3 $4.3 $3.4 $2.7 CAGR = 23.6% $1.9 45.6% 40.0% 28.6% 26.4% 23.2% 16.5% 2011 2012 2013 2014 2015 2016 • Asia-Pacific previously had the largest mobile ad expenditures worldwide, primarily due to Japan and South Korea’s advanced mobile advertising markets • However, with the US adoption of smartphones and tablets, North America will surpass AsiaPacific this year by $3.9 billion • Mobile ad expenditures in Asia-Pacific grew at a slower pace due to the mobile ad economies already in place in the region • By 2016, mobile ad spending in Asia Pacific will total $6.2 billion, driven by a surge in growth in China, India and Indonesia. Japan’s share is expected to drop to 43.1% at that time due to China’s dramatic expansion in the region Graph Source: eMarketer Estimates 24 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • Western Europe Leads the Way in Mobile Advertising Mobile Ad Spending & Growth, 2010-2015 (in Billions) $8.4 $6.4 $4.3 CAGR = 50.2% $2.7 $1.6 $0.8 92.0% 95.0% 66.0% 57.0% 48.0% 32.0% 2011 2012 2013 2014 2015 • Western Europe’s developed economies and high smartphone usage will help push advertisers in the region to allocate larger portions of their budgets toward mobile through 2016 • Across Western Europe, mobile’s share of digital ad spending will climb to 22% in 2016 from 6% in 2012 • By 2016, 28% of digital ad spending in the UK will be devoted to mobile advertising, while more than 18% of total digital dollars in Denmark, Germany, Italy and Norway will come from mobile 2016 Graph Source: eMarketer Estimates 25 Source: eMarketer – Worldwide Ad Spending Forecast: Emerging Markets, Mobile Provide Opportunities For Growth, January 2013
    • AD SPEND BY SECTOR
    • Global Sector: Overall Change Source: Nielsen Global AdView Pulse Q3 2012
    • Global Category Share of Spend YTD 2012 Source: Nielsen Global AdView Pulse Q3 2012
    • Internet – Global Trend by Sector Telecommunications Sector has grown the most followed by Media, Automotive & FMCG Sectors - % Change Year to Date, 2011 - 2012 7% 6% 6% 6% 4% 4% 5% 4% 2% 1% -11% 11% -4% 29 Source: Nielsen Global Ad View Pulse, Q3 2012
    • Top 20 Global Spenders YTD 2012 Source: Nielsen Global AdView Pulse Q3 2012
    • Top Categories by Region: Europe and Asia-Pacific Europe Source: Nielsen Global AdView Pulse Q3 2012 Asia-Pacific
    • Top Categories by Region: Latam and Middle East/Africa Latin America Source: Nielsen Global AdView Pulse Q3 2012 Middle East/Africa
    • Internet – Global Trend by Sector FMCG & Entertainment Sectors Spend Online Sectors - % Share of Spend, 2011 & 2012 4.5 1.5 Automotive 9.9 10.9 11.2 13.7 11.7 Clothing & Accessories 7.5 5.7 Distribution Channels 8.0 9.9 Durables 3.3 5.2 4.7 Financial 10.4 11.2 11 9.9 4.9 25.1 11.7 5.3 Entertainment FMCG Healthcare Industry & Services Media 2011 33 Source: Nielsen Global Ad View Pulse, Q3 2012 2012 • FMCG, Entertainment and Industry and Services Sectors spend the most on online advertising. • The Healthcare Sector has grown the most, sharing 9.9% of the total spend in 2012 from 1.5% in 2011.
    • US Ad Spend
    • Top US Product Categories & Digital Ad Revenues
    • US: At $15.41 billion, Google’s ad revenue alone will account for 41.3% of total digital ad revenues in 2012
    • Mobile Ad Spending Trends Mobile ad spending in North America to grow to $21.4 billion by 2016, a threefold increase from 2013 Mobile Ad Spending Methodology Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, and consumer mobile usage trends.
    • US: Top 10 Advertisers in Internet Paid Search Grand Total (000) Top 10 Advertisers Ask.com NOT ITEMIZED-INTERNET SITES NEC* Amazon AT&T Microsoft University of Phoenix Verizon State Farm Home Depot Target Discount Department Store Source: Kantar Media, Stradegy, YTD 2012 (Jan-Nov) * Not-Itemized advertising does not receive a specific Brand. Examples of this include the following: Classified Ads and advertising in directories including Schools & Camps, Financial, Kennels, Game Breeders, Where-To-Go, Real Estate, Restaurants, Hotels & Resorts, Postage Stamps & Coins, Business Propositions, etc. $ 200,085.40 $ 132,111.10 $ 91,684.40 $ 84,089.50 $ 64,969.10 $ 61,887.20 $ 41,225.10 $ 39,714.60 $ 39,508.90 $ 39,050.50
    • US: Top 10 Advertisers in Online Video US Online Video Units Top 10 Advertisers AT&T Charles Schwab Franklin Templeton Verizon GorillaTrades.com Kmart Discount Department Store Goldman Sachs & Co. Fisher-Price Paramount Pictures Dodge Source: Kantar Media, Stradegy, YTD 2012 (Jan-Nov) 6,473 6,317 5,852 5,146 4,598 4,570 3,298 3,259 3,160 3,107 US Online Video Methodology Kantar Media began video ad collection in 2007 using a spider technology. The spider is compatible with all digital pre, mid and post roll video formats and media players. A spider is directed to a specific site entry URL, and navigates its way from there through the site. As it visits web pages, the spider performs several processes in real time: 1) Identifies video content originating from ad servers 2) Digitizes the audio/visual content and creates signatures 3) Matches known videos 4) Detects new videos
    • Appendix
    • European Online Display Spending Is Set To Rise December 2011 “Western European Online Display Advertising Forecast, 2011 To 2016”