UKRAINE, SEPT 12TH 2013
ALAIN COUTTOLENC
THE GLOBAL TRENDS OF
ADVERTISING SPEND
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
2
IT IS ALL ABOUT THE CONSUMER MORAL…
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
3
CONSUMER EXPERIENCE HAS DRAMATICALLY
CHANGED FROM LINEAR…
ST...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
4
STORE
E-COMMERCE
ONLINE
SHOPPING
INFLUENCERS
MOBILE
ONLINE
T...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
5
REACH RESONANCE REACTION
Did the right
people see it?
Did th...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
6
GLOBAL AD MARKET GROWS 1.9% IN Q1 2013
Advertising expenditu...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
7
GLOBAL ADSPEND AND GDP GROWTH
2012-2015 (%)
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
8
EUROPE STILL DECLINING
Advertising expenditure - percentage ...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
9
FMCG SHOW THE 3RD HIGHEST % GROWTH
Source: Nielsen Global Ad...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
10
TV KEEPS HOLDING THE HIGHEST SHARE OF SPEND
Internet share ...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
11
PRINT MEDIA STILL SUFFERING, BUT …
Advertising expenditure ...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
12
… IT STILL IS A TRUSTED SOURCE FOR CONSUMERS
Global % much/...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
13
ACTIVE SEARCH IS PROMINENT ON INTERNET
Global % much/somewh...
Copyright©2013TheNielsenCompany.Confidentialandproprietary.
14
REACH RESONANCE REACTION
Did the right
people see it?
Did t...
Алан Куттоленк - Глобальные тенденции расходов на рекламу
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Алан Куттоленк - Глобальные тенденции расходов на рекламу

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Конференция "Телевидение как Бизнес" - это ежегодная встреча телевизионной индустрии. Ведущие телевизионные бренды, лучшие медиаспециалисты и выдающиеся медиаинвесторы в модерируемом потоке дискуссий говорят про актуальный контент, финансы, менеджмент и новейшие медиатехнологии – это однодневная концентрация медиабизнеса в одном месте. tvbusinessconference.com

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Алан Куттоленк - Глобальные тенденции расходов на рекламу

  1. 1. UKRAINE, SEPT 12TH 2013 ALAIN COUTTOLENC THE GLOBAL TRENDS OF ADVERTISING SPEND
  2. 2. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 2 IT IS ALL ABOUT THE CONSUMER MORAL…
  3. 3. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 3 CONSUMER EXPERIENCE HAS DRAMATICALLY CHANGED FROM LINEAR… STORE SALESAUDIENCE
  4. 4. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 4 STORE E-COMMERCE ONLINE SHOPPING INFLUENCERS MOBILE ONLINE TV Content trough cross platform TABLET APP SOCIAL MEDIA AUDIENCE … TO INTERCONNECTED SALES
  5. 5. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 5 REACH RESONANCE REACTION Did the right people see it? Did they like it? Did they respond to it? LETS KEEP IT SIMPLE 5 #INTERACT13 ©IAB Europe 2013. All rights reserved.
  6. 6. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 6 GLOBAL AD MARKET GROWS 1.9% IN Q1 2013 Advertising expenditure year-on-year Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors 0 5000 10000 15000 20000 25000 30000 35000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2011 2012 $77 billion
  7. 7. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 7 GLOBAL ADSPEND AND GDP GROWTH 2012-2015 (%)
  8. 8. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 8 EUROPE STILL DECLINING Advertising expenditure - percentage change Q1 year-on-year Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors 1,9 0,0 5,8 -4,4 11,9 2,9
  9. 9. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 9 FMCG SHOW THE 3RD HIGHEST % GROWTH Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors Financial and Automotive advertising decreases globally INDUSTRY & SERVICES companies increase advertising for first quarter by 8% Financial and Automotive advertising decreases globally -5,1 -2,9 -1,4 -1,2 -1,1 -0,9 3,1 3,4 6,1 6,6 8,0 AUTOMOTIVE FINANCIAL CLOTHING & ACCESSORIES MEDIA ENTERTAINMENT TELECOMMUNICATIONS DISTRIBUTION CHANNELS HEALTHCARE FMCG DURABLES INDUSTRY & SERVICES SECTORS - % CHANGE YEAR TO DATE
  10. 10. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 10 TV KEEPS HOLDING THE HIGHEST SHARE OF SPEND Internet share of spend surpasses that of Outdoor Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors 0,3 4,4 9,4 18,3 3,3 5,5 59,0 TELEVISION RADIO OUTDOOR NEWSPAPERS MAGAZINES INTERNET CINEMA % SHARE OF SPEND YEAR TO DATE
  11. 11. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 11 PRINT MEDIA STILL SUFFERING, BUT … Advertising expenditure - percentage change year-on-year Source: Nielsen Global AdView Pulse Q1 2013 Based on net figures estimated with Nielsen Global AdView weighting factors
  12. 12. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 12 … IT STILL IS A TRUSTED SOURCE FOR CONSUMERS Global % much/somewhat more likely to buy a new product when learned through these methods Source: Nielsen Global Survey of New Product Purchase Sentiment, Q3 2012 Based on respondents with online access only. New products are defined as any product not purchased in the past.
  13. 13. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 13 ACTIVE SEARCH IS PROMINENT ON INTERNET Global % much/somewhat more likely to buy a new product when learned through these methods Source: Nielsen Global Survey of New Product Purchase Sentiment, Q3 2012 Based on respondents with online access only. New products are defined as any product not purchased in the past.
  14. 14. Copyright©2013TheNielsenCompany.Confidentialandproprietary. 14 REACH RESONANCE REACTION Did the right people see it? Did they like it? Did they respond to it? THREE SIMPLE QUESTIONS ON MEDIA STRATEGY 14 #INTERACT13 ©IAB Europe 2013. All rights reserved.

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