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Petr Majerik, Zenith OptiMedia, MediaTalk 11th January 2011
The document discusses changes in the media landscape as of January 2011, highlighting the growth of internet and TV advertising at the expense of print media. It includes statistics on advertising spend and media consumption trends, projecting a significant evolution in the Czech market by 2013. The report emphasizes the impact of technological advancements on media consumption habits and the shift towards digital and interactive content.
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Petr Majerik, Zenith OptiMedia, MediaTalk 11th January 2011
- 1. Changes in MediaLandscape Prague, January 11, 2011
- 2. Advertising spend vs. economic trends Year-on-year % change in constant prices Source: HM Treasury, ZenithOptimedia Note: ATL media only
- 3. CEE adspend - Forecast Adspend: year-on-year % change, current prices Source: ZenithOptimedia, Dec 2010 * ) 2013 cumulated comparison vs. 2010
- 4. Czech market e volution forecast Source: ZenithOptimedia, Dec 2010
- 5. Share of mediaconsumption vs adspend USA, Japan and UK (2005) Source: Veronis Suhler Stevenson, TGI, ZenithOptimedia
- 6. CEE - Internetand TV will grow at expense of print + 59 % + 164 % + 245 % + 133 % + 173 % TV Newspapers Magazines Radio Outdoor 16% 16% 10% 5 2 % 10% 1 7 % 6 % 5 4 % 1 4 % 10% 8 % 8 % - 26 % -2 % - 24 % - 1 7% + 62 % 53% Source: ZenithOptimedia, Dec 2010 Internet 11% 5 % - 28 % $12bn $ 30 bn $ 27 bn US$ billion, current prices 4 % $36bn 5 5 % 1 2 % 9 % 8 % 11 % 5 % +15 % + 32 % +31 % + 7% +77% +35 %
- 7. Technology Change: higher media consumption 0 10 20 30 40 50 60 70 80 90 100 1960 1980 2000 2020 Print 1920 1940 Digital TV Analogue radio Cinema Outdoor Mobile Digital radio Games Internet Analogue TV Source: ISOBAR 1940 Media Consumption Average hours per week
- 8. media mutation Radio on mobile Interactive posters via mobile, mobile couponing News feeds to digital billboards Movies on mobile MP3 files on mobile Interactive TV voting via mobile News on mobile Internet print owner sites TV on PC PC on TV Movies on TV, TV in cinema Movies on PC
- 9. Next ? MORE…………….New technologies Digital content, devices, merging of content Video on demand (via the internet) from any screen TV: larger, higher definition, online, interactive Innovation in mobile devices. Video, GPS, electronic wallets… Personalisation Quality instead of quantity Interactivity Engagement
- 10. Thank you foryour attention Contact: Petr Majerik CEO ZenithOptimedia Prague Lecturer, University of Finance and Administration Prague [email_address]
Editor's Notes
- #3 The blue line here shows GDP growth over the last 35 years, with the downturns in shaded grey. The adspend trend is much more exaggerated, with huge cuts in spend followed by big upswings once the recession is over.
- #8 This is the chart that made Bill and Steve sit up. We’re predicting the internet will attract upwards of $30 billion in advertising pa within the next five years – 40% each for Display and Search with classifieds making up the balance As more types of media, including music and films, start to be distributed over the internet, there will be more opportunities for online operators to put advertising messages in front of consumers Convergence of all media, voice, video, content through digital…by 2020, digital media will account for over 80% of media consumed As media converge online, the distinctions between different types of advertising will disappear. Branding, direct, print, TV – will become a seamless marketing continuum