Emarketer the Global Media Intelligence Report 2011

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The Global Media Intelligence Report

October 2011

Executive Summary
For many advertisers and marketers, 2010 brought a welcome return to growth after the global recession. 2011 was widely expected to continue this positive trend, as the world’s economic cycle gathered upward momentum. In fact, developments this year have been more complex and disturbing. In several major markets—including the US and the UK—the specter of a double-dip recession is casting a dark shadow over businesses and consumers. In Western Europe, the extreme indebtedness of Greece, Ireland, Italy, Portugal and Spain threatens to undermine the entire eurozone. Japan is struggling to regain its footing after the earthquake and tsunami in March 2011. And many emerging nations are feeling a financial squeeze due to belt tightening in their export markets. Such turbulence typically puts the brakes on advertising spending to some degree. But global ad spending will still approach $500 billion this year, eMarketer estimates. Marketers, though, are under greater pressure than ever to deliver optimum returns on their media investments. Knowing the media preferences and behaviors of specific target audiences is vital to this task. Understanding the evolving patterns of ad spending at a macro level is crucial, too. The Global Media Intelligence report aims to highlight such essential information so marketers can assess key markets worldwide. A number of top-level trends are evident around the globe. Among them: ■■ Emerging

Of course, each region presents distinct challenges and opportunities. ■■ In

North America the average consumer is an experienced multitasker, accustomed to using several media platforms every day—often simultaneously. For advertisers, success in the region depends on mastering the increasingly complex interaction between multiple strands of marketing and on building relationships with audiences wary of advertising, per se. But the omnipresence of media also enables marketers to grab consumers’ attention as never before, and to follow their every move as they evaluate brands, products and purchase options. Europe shares many of North America’s characteristics. Moreover, its population, like that of North America, is relatively affluent. Yet there are often major differences in culture and media penetration from one country to another, as well as variations in online and mobile habits. Regional marketers need to fine-tune their strategies accordingly for optimum results. Europe has been caught between Western influences and older, Soviet-era ones. This is still the case. Traditional media command large audiences, while the internet has a promising foothold. Advertising is less developed than in Western Europe or North America—yet in many countries in Eastern Europe, mobile is the most popular media channel. The bottom line: This region is ripe for marketing innovation, and there is plenty of room to experiment, even on small budgets.

■■ Western

■■ Historically, Eastern

markets, such as those in Asia-Pacific and Latin America, continue to claim an ever-increasing share of global ad spending. This transition has accelerated as growth in many Western economies has faltered. A number of advertisers are shifting their focus to countries with expanding populations and rising levels of consumption. advertising will remain a star performer. In most mature markets, growth in online ad spending outpaced all other platforms in 2010. In a few less developed countries, however, web penetration remains low and internet advertising is still embryonic. Where this scenario coexists with national economic difficulties, many advertisers will be tempted to stick with traditional media in the short term. devices are transforming the media landscape in every corner of the world. But mobile usage patterns can vary widely, even within a single region. Marketers should be alert to the gender balance in mobile audiences, for example. Similarly, the link...
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