Tuesday, February 28, 2012

Global Advertising Spend to Increase by 4.9% in 2012 to Over $465 Billion

Strong global growth in ad spend in this mention by Strategy Analytics.



Global Advertising Spend to Increase by 4.9% in 2012 to Over $465 Billion


Online advertising to increase by 12.8%; TV by 5.0%; print by 0.5%


BOSTON, MA - February 27, 2012 - Following 3.8 percent growth in 2011, global advertising spending is expected to grow by 4.9 percent in 2012 to $465.5 billion, according to the latest Global Advertising Forecast from Strategy Analytics.


Although total US advertising spending is expected to increase by less than the global rate, at 2.7 percent this year - to $152.1bn – it is a significant improvement on the 0.6 percent growth in 2011. The US also underperforms Europe as a whole, which is expected to grow by 3.7 percent to $136.3bn in 2012. (See Chart 1)


Ed Barton, Strategy Analytics’ Director of Digital Media Strategies, explains, “Major global-impact events led by the Olympics, the US Presidential Elections and the European Football Championships, as well as Japan’s continuing recovery from the earthquake, combine to paint a brighter picture globally in 2012 for advertising spending overall. Furthermore, we expect that total ad spend will surpass half a trillion ($500bn) dollars in 2014.”


Global advertising by media type
Looking at spend by media type reveals that global TV advertising is expected to grow by five percent in 2012 to $188.5bn, equivalent to 40 percent of all global spending. Global print advertising is expected to grow by half a percent, accounting for a 26.4 percent share. Other traditional formats including cinema and radio will grow by approximately four percent.


In contrast, global online advertising is expected to grow 12.8 percent to $83.2bn in 2012, accounting for 18 percent of global ad spending (See Chart 2).


Barton says, “Online advertising will continue along its growth trajectory fuelled by strong growth in emerging markets and increased spending volumes on social networking and online video advertising.”


US/Europe advertising by media type
It is a similar picture in the US with online advertising leading the way. Online is expected to grow by 6.7 percent this year to $27.4bn compared to 3.7 percent for TV and 2.9 percent for other traditional formats. Print is expected to decline by 1.5 percent.


In comparison, online advertising across Europe is expected to grow by 11.7 percent this year compared to 3.4 percent for TV and 2.4 percent for ‘other traditional’ advertising. Print is expected to decline by 0.1 percent.


Chart 1



Chart 1

Barton notes, “The US continues to be a leader in terms of the share of revenue generated by TV advertising - its share in the US this year will be approximately 41 percent compared to 35 percent in Europe and 24 percent in the UK. In contrast, Internet advertising tends to have a smaller share of spending than in other markets. However, the share of advertising dollars allocated to the Internet continues to grow and is projected to overtake print advertising in the US in 2016 – a year ahead of when this is expected to happen for the total global market.” 


Chart 2


Chart 2

Barton concludes, “Europe presents the sternest challenges to forecasting: structural macroeconomic issues based on unsustainable national and household fiscal deficits and the ever-present threat of a major shock in the form of a Eurozone default mean that the region is one defining incident away from all forecasting outlooks effectively being rendered irrelevant in a single stroke.


However, assuming that the Eurozone can build its way out of the current uncertainty, we are likely to see a situation characterized by some territories suffering a long term zero-to-negative growth environment where spending will remain very low (Spain, Greece, Italy, Portugal). Stronger Western European economies (UK, Germany, France) will grow slowly with the occasional boost from one off drivers such as major sporting events. Growth, albeit from lower spending volumes, is likely to come from Eastern and Central Europe (Turkey, Russia) and the ongoing growth trajectory of online formats, in particular online video and social networking.”

Tuesday, February 21, 2012

Valpak Local Coupons and Deals "All About Coupons Infographic"

Great infographic on the coupon space and usage.

Valpak Local Coupons and Deals "All About Coupons Infographic"



Will a woman consider a man to be cheap if he uses printable coupons? Not really. In fact, some 90% of surveyed women said they'd go on a second date with a thrifty Timothy who pulled out a coupon to pay for dinner on the first date.
Coupons have had a profound impact on the lives of generations of Americans - ever since 1887, when an Atlanta businessman printed the first-ever coupon to get people to try his new product, Coca-Cola.
If you doubt the value of coupons today, consider that coupon use was set to climb 150% from 2009 to 2014, while the redemption value of coupons will jump an ever higher percentage.
Read more about the fascinating world of coupons in our coupon infographic below.
All About Coupons infographic shows the impact of coupons on the lives of Americans since 1887 when an Atlanta businessman printed the first-ever free coupons for Coca-cola.

Friday, February 10, 2012

Americans streamed 43.5 billion videos in December 2011

Video marketing continues to climb in terms of consumer engagement.



comScore Says 105 million Americans Now Watch Videos Online Every Day

February 09, 2012 -- By 
Mobile Marketing comScore Says 105 million Americans Now Watch Videos Online Every DayNearly one in three Americans watches online videos daily. That’s according to the latest comScore report, which shows that Americans streamed 43.5 billion videos in December 2011. That figure represents a 44% increase year-over-year.
comScore’s 2012 US Digital Future In Focus report indicates that 105.1 million Americans watch videos online every day, which is substantially more than the 73.7 million online video watchers documented in 2010.
YouTube, not surprisingly, remains the driving force behind the popularity of online video consumption.
Other notable finds from the comScore study include:
  • The average length of videos watched has increased from 5 minutes to 5.8 minutes.
  • The average viewer consumes 239 videos on a monthly basis.
  • A staggering 4.8 trillion display ad impressions were delivered across the U.S. web in 2011 as brand advertisers continued to shift dollars to the digital medium.
“2012 promises to be an exciting year for the digital media industry as the explosion of available content and proliferation of web-enabled devices drive the evolution of the digital consumer, creating new opportunities and challenges for the entire digital ecosystem,” said Linda Abraham, comScore CMO and EVP of Global Product Development. “In order to be successful in this new paradigm, digital marketers must understand the key trends shaping the current marketplace and what that means for the future of their businesses.”

Thursday, February 9, 2012

Mobile web vs app usgae


Interesting eMarketer article on mobile web vs app usage by consumers.  The important item is that usage around shopping is that mobile web wins out.

App or Browser? Depends What Consumers Are Doing

FEBRUARY 9, 2012 

Apps preferred for navigating and information gathering; mobile web for entertainment, searches


Mobile is more and more a go-to channel to reach consumers. With more than 75% of the US population now subscribing to a mobile phone service, according to eMarketer, and nearly 114 million consumers expected to access the internet via mobile this year, mobile is a no-brainer for marketers.

But since many marketers are just launching mobile programs, uncertainties abound, including whether consumers prefer mobile apps or the mobile web. While the debate rages over that question, a Jumptap study of ad requests served over the past year shows a slight lead for the mobile web. But ads served to both the web and mobile apps are growing at a similar rate.

Mobile Ad Requests Served by Jumptap, Mobile Web vs. App, Jan-Dec 2011 (% of total)

In a press release, Jumptap points out that for marketers trying to decide whether to build an app or mobile site, the answer clearly depends on the audiences they’re looking to target: “One thing to remember is you don’t have to have either to advertise—even if an advertiser doesn’t have an app or a mobile website, they can still have a mobile landing page.”

A study by Yahoo! and Ipsos presents a different answer to the question of whether consumers prefer apps or the web. Their findings show that it depends what activity consumers are performing.

Mobile Internet Tasks for Which US Smartphone Users Use a Mobile App vs. Browser, 2011 (% of total)

People overwhelmingly use a mobile browser for shopping, searching and accessing entertainment via their smartphones. But when they are navigating or acquiring information, apps are preferred.