digitals media share
DESCRIPTION
Global Digital media share ppt from ad tech conferenceTRANSCRIPT
The importance of digital in the global media mix:
observations on users, usage and investment
15th February 2010
Asia and emerging markets are leading internet usage growth
Source: www.internetworldstats.com/Miniwatts Marketing Group
Internet users by region2009
Emerging territories skew internet age profile slightly younger
Source: comScore
Global internet users by age
December 2009 (%)
US, European and Asian markets (exc. China) have internet profile closer to car buying segments
Digital investment now exceeds TV media in some established markets
Internet vs TV Adspend
US$bn
Source: Warc
Investment levels reflect the many roles for digital: brand building, preference and sales delivery
Digital is stealing share of budget across the media spectrum
Source: European Interactive Advertisers Association Marketers Ad Barometer
The media mix is rapidly evolving as marketers reallocate share into digital
Press and TV are seeing major budget losses as audiences move to online vehicles
Media forecastsSource: Warc
Adspend forecast by Main Media: 2010 vs 2009Year-on-year change (%), top 5 markets
As a ‘lower bandwidth’ use, ‘communication’ prevails in emerging markets but Social usage is growing rapidly in these territories and bridges the gap between
communication and entertainment – and represents a massive and engaged audience for brands
Source: ComScore
Communication, Community and Entertainment dominate user behaviour
Source: ComScore
The switch from ‘portals’ to community sites is swift and dramatic
Source: ComScore
‘Social’ is a truly global user phenomenon and platform for brands
Asia is fuelling global internet growth
Source: ComScore Media Metrix (Aug 2008-Aug 2009)
Spotlight on Asia
Uses of the internet across Asia
Source: ComScore Media Metrix (Aug 2009)
Usage varies across Asia but the sophistication profile is advancing rapidly
However within community network sites (as most other areas of digital) there will always be a role for localisation and bespoke targeting
Source: ComScore Media Metrix (Aug 2009)
Global strategic partners e.g. Facebook can provide huge reach
Adspend is not just being driven by the relative time spent with media channels but the ‘quality’ of that time and users engagement and sales
proximity
Source: IPA Touchpoints
Spotlight on the UK
Digital now represents the largest group of media ‘channels’ in the UK as brand support their major investments in digital content, infrastructure
and e-commerce platforms
Source: Advertising Statistics Yearbook 2008:/Advertising Forecast 2009 AA/WARC/ONS/HM Treasury PB & Forecast September 09/CBI forecast
Spotlight on the UK
71 million
# of Users1 Social Networks2
84.3% reach
37%
Penetration
Sources:1comScore, Nov/09 | 2Ibope Nielsen Online, August 2009
Sou
rce:
Goog
le A
uto
moti
ve R
esearc
h (
2009)
77% of internet users that bought cars in the last 6 months used internet to search for vehicles
77% of internet users that bought cars in the last 6 months used internet to search for vehicles
41% of these users had used search engines to find manufacturer´s website
41% of these users had used search engines to find manufacturer´s website
Sou
rce: c
om
Score
(set/0
9)
Better than the global average in conversational content
Spotlight on Brazil
Source: IBOPE – TGI / Evolução da Penetração dos Meios no Total Geral da População
Digital is the only medium consistently growing
+ 2% - 27% - 19% -15%+95% - 26%- 8% - 7%
Open TV Radio Internet Magazine Billb.s Newspap Pay TV Cinema
Time Spent / Week (hours)
Age Age Age TotalTotal 14-19 20-25 26-42 43-61 62-75 EUA
Surfing the web on a computer(Personal Interests)Watching Television (Open TV, Pay TV)Surfing the web on a computer(Social Interests)
Listening to music CD´s (at home, in the car, portable device)
2.8
Brazil
Q. How many hours, in the total of a regular 7 days week, do you spend in the following activities?
2.53.2
Reading Magazines 1.93.83.53.12.01.31.7
3.83.6
Watching Movies (DHS/VHS) 3.43.03.83.42.32.6
3.53.6
Reading books 3.84.63.93.14.43.2
3.93.24.53.13.23.8
Sending instant/text message
Listening to the radio (AM/FM) 5.36.74.83.55.02.33.74.2
7.05.6
3.54.44.74.75.46.65.95.0
3.64.24.95.07.06.9
14.7
9.8 8.3 8.9 15.812.812.18.77.7
Age 14-25Total Brazil
13.8 8.011.814.413.015.413.9
Fonte: State of the Media Survey 2009 / Deloitte
Brazil, global leader in time spent online
Time Spent Online*
44,59 hours/mounth
* Ibope NetRatings (jun/09)
Automotive manufactures already know the Internet´s potential...
..and the investment on this medium has increased every year
R$ (000)
Source: Ibope Monitor – Estimative Jan - Dec 09
Investment 2009
Automotive manufacturers are already investing to keep up with audiences