The FINANCIAL -- 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, but in several major markets— including the US and UK—the specter of a double-dip recession is casting a dark shadow over businesses and consumers.
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, and digital advertising will remain a star performer following a 2010 in which growth in online ad spending outpaced all other platforms in most mature markets.
eMarketer estimates North America will continue to draw the greatest share of online advertising spending of any region, with over 40% of the worldwide total. Western Europe’s share of online spending will decline as emerging markets in Asia-Pacific, Latin America and Eastern Europe up spending.
Meanwhile, mobile devices are transforming the media landscape in every corner of the world—especially in regions where they represent the default form of access to the internet. But mobile usage patterns still vary significantly, even within single regions.
In Asia-Pacific, for example, at least 83% of individuals in South Korea and Japan will use a mobile phone this year, eMarketer estimates, while India will register just 52% penetration. But markets with lower mobile usage are catching up fast. Within four years, mobile phone penetration in Asia-Pacific will climb from an estimated 55.4% to nearly 73%, and the region will boast an eye-popping 2.9 billion mobile phone users.
Marketers should also be alert to regional differences in the gender balance in mobile audiences. Similarly, the link between affluence and smartphone or mobile web adoption seen in many Western nations is not always a foregone conclusion in other regions.
Mobile ad spending in the US will reach $1.23 billion this year, eMarketer estimates, and will surpass spending in Japan, the current largest single-country market, by the end of 2012. While spending levels in emerging markets like the BRIC nations are lower, growth is strong. eMarketer expects mobile ad spending in China alone to top $1 billion by 2014.
Source: http://finchannel.com/Main_News/Tech/96562_Mobile_Shines_Amid_Rising_Digital_Ad_Spending/ on 13th October 2011.
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Saturday, 15 October 2011
Thursday, 13 October 2011
Australia - Demand for Website Banners To Significantly Decline as Advertisers Turn to Online Video
Growth will see Australia's online general advertising market value rise to $1.051 billion by 2016
Sydney, 10 October 2011 -The face of Australia's online general advertising market will undergo a marked change in the coming five years as demand for mature inventory segments including online display, advertorials, integrated site content, sponsorships and electronic direct mail/electronic newsletters declines. The use of simple banners will reduce significantly and in their place, Frost & Sullivan predicts very strong growth rates for online video advertising and an increasing proportion of rich media through to 2016.
The Australian Online General and Mobile Advertising Market Report 2011 released today by Frost & Sullivan shows that the online general advertising market grew solidly in the 12 months to June 2011, rising by 11.9 percent to reach a value of $635 million (excluding mobile advertising). This rate of growth was slightly higher than the year prior, when the market was influenced by the lingering impact of the global financial crisis. Over the next five years the market is forecast to grow at a compound annual growth rate of 10.6 percent, reaching a value of $1.051 billion in 2016.
The study notes that in a survey conducted with 240 senior management level executives in July 2011 just over half of advertisers stated they increased their online general advertising budget during 2010/11. The budget changes are highly correlated to the size of organisation, with larger organisations more likely to have increased expenditure during the prior 12 months. The largest growth rates during this period were experienced in the industry verticals of Finance and Insurance, and Fast Moving Consumer Goods/Retail.
The major multi-sector publishers such as NineMSN, Fairfax Media, Yahoo!7 and News Digital Media continue to retain the largest slice of the online general advertising revenue pie, however the growth of social media advertising has been exceptionally high. Social media publishers now account for seven percent of the total market. By far the dominant player in this segment is Facebook which holds approximately six percent of the overall online general advertising market share. YouTube accounts for approximately four percent of revenues, largely due the growth of video advertising.
Mobile Advertising
Mobile advertising expenditure rose steadily during the last 12 months but growth rates have remained below market expectations as the mobile advertising market has not yet gained the high level of traction that was anticipated a few years ago. Frost & Sullivan notes that the mobile market has yet to gain enough momentum to reach the tipping point where media agencies will begin to view it as a mainstream alternative to online and off-line channels. The major restraints that have inhibited adoption of mobile advertising to date include a lack of locally available mobile sites, under-utilisation of consumer targeting, lack of rich media ad serving functionality, insufficient industry and ad agency awareness and fragmentation of mobile operating systems.
However, many of these issues are now being outweighed by the positive drivers for mobile advertising including rising smartphone penetration, increased data caps on standard mobile plans, increasing amounts of mobile content and a growing range of mobile advertising inventory. As a result, more than 60 percent of advertisers surveyed by Frost & Sullivan say they plan to increase their mobile advertising budgets in 2012.
Excluding spending on application builds and Bluetooth services, the mobile advertising market, grew by approximately 26 percent during 2010/11 and was valued at $13.9 million. The market is expected to grow at a compound annual rate of 43 percent over the next five years, leading to a total market value of $82 million by 2016. Peak growth is forecast for 2013/14, by which time the remaining major inhibitors to market adoption will be overcome.
Phil Harpur, Senior Research Manager Australia/New Zealand – ICT, Frost & Sullivan, says, “The two big trends in advertising over the next five years will be a rapid growth in video advertising driven by an increased presence in online video streaming and significant growth in mobile advertising. Right now Australian mobile advertising expenditure is low compared to the UK and the USA, despite the fact that Australia’s smartphone penetration is now roughly on par with those markets, but this is already starting to change and we anticipate rapid growth as mobile advertising, driven by further adoption of smartphones and strong growth in Tablet PCs, gains more acceptance amongst advertising agencies as a crucial part of the overall advertising mix”.
Source: http://www.prwire.com.au/pr/25446/demand-for-website-banners-to-significantly-decline-as-advertisers-turn-to-online-video on 10th October 2011.
Sydney, 10 October 2011 -The face of Australia's online general advertising market will undergo a marked change in the coming five years as demand for mature inventory segments including online display, advertorials, integrated site content, sponsorships and electronic direct mail/electronic newsletters declines. The use of simple banners will reduce significantly and in their place, Frost & Sullivan predicts very strong growth rates for online video advertising and an increasing proportion of rich media through to 2016.
The Australian Online General and Mobile Advertising Market Report 2011 released today by Frost & Sullivan shows that the online general advertising market grew solidly in the 12 months to June 2011, rising by 11.9 percent to reach a value of $635 million (excluding mobile advertising). This rate of growth was slightly higher than the year prior, when the market was influenced by the lingering impact of the global financial crisis. Over the next five years the market is forecast to grow at a compound annual growth rate of 10.6 percent, reaching a value of $1.051 billion in 2016.
The study notes that in a survey conducted with 240 senior management level executives in July 2011 just over half of advertisers stated they increased their online general advertising budget during 2010/11. The budget changes are highly correlated to the size of organisation, with larger organisations more likely to have increased expenditure during the prior 12 months. The largest growth rates during this period were experienced in the industry verticals of Finance and Insurance, and Fast Moving Consumer Goods/Retail.
The major multi-sector publishers such as NineMSN, Fairfax Media, Yahoo!7 and News Digital Media continue to retain the largest slice of the online general advertising revenue pie, however the growth of social media advertising has been exceptionally high. Social media publishers now account for seven percent of the total market. By far the dominant player in this segment is Facebook which holds approximately six percent of the overall online general advertising market share. YouTube accounts for approximately four percent of revenues, largely due the growth of video advertising.
Mobile Advertising
Mobile advertising expenditure rose steadily during the last 12 months but growth rates have remained below market expectations as the mobile advertising market has not yet gained the high level of traction that was anticipated a few years ago. Frost & Sullivan notes that the mobile market has yet to gain enough momentum to reach the tipping point where media agencies will begin to view it as a mainstream alternative to online and off-line channels. The major restraints that have inhibited adoption of mobile advertising to date include a lack of locally available mobile sites, under-utilisation of consumer targeting, lack of rich media ad serving functionality, insufficient industry and ad agency awareness and fragmentation of mobile operating systems.
However, many of these issues are now being outweighed by the positive drivers for mobile advertising including rising smartphone penetration, increased data caps on standard mobile plans, increasing amounts of mobile content and a growing range of mobile advertising inventory. As a result, more than 60 percent of advertisers surveyed by Frost & Sullivan say they plan to increase their mobile advertising budgets in 2012.
Excluding spending on application builds and Bluetooth services, the mobile advertising market, grew by approximately 26 percent during 2010/11 and was valued at $13.9 million. The market is expected to grow at a compound annual rate of 43 percent over the next five years, leading to a total market value of $82 million by 2016. Peak growth is forecast for 2013/14, by which time the remaining major inhibitors to market adoption will be overcome.
Phil Harpur, Senior Research Manager Australia/New Zealand – ICT, Frost & Sullivan, says, “The two big trends in advertising over the next five years will be a rapid growth in video advertising driven by an increased presence in online video streaming and significant growth in mobile advertising. Right now Australian mobile advertising expenditure is low compared to the UK and the USA, despite the fact that Australia’s smartphone penetration is now roughly on par with those markets, but this is already starting to change and we anticipate rapid growth as mobile advertising, driven by further adoption of smartphones and strong growth in Tablet PCs, gains more acceptance amongst advertising agencies as a crucial part of the overall advertising mix”.
Source: http://www.prwire.com.au/pr/25446/demand-for-website-banners-to-significantly-decline-as-advertisers-turn-to-online-video on 10th October 2011.
Wednesday, 12 October 2011
Indonesia - Masa Depan Mobile Marketing di Indonesia Kian Menjanjikan
Penggunaan internet melalui perangkat mobile meningkat bahkan kedua terbesar setelah warnet dengan peningkatan 26% dari 2009 ke 2010. Hal ini adalah indikasi bahwa pemasar harus sudah mulai melirik mobile sebagai wahana untuk melakukan promosi/iklan. Saat ini ada 4 kategori mobile advertising, diantaranya: SMS ads, Wap Display Ads, Search Ads, App Display Ads, dan Push Notifications.
Pasar telekomunikasi di Indonesia sangat unik dalam arti bahwa pengguna menggunakan perangkat mobile bukan dalam rangka bermigrasi dari telepon kabel. Akibatnya, kepemilikan perangkat mobile meningkat 54% pada 2010 dari 20% pada tahun 2005, sedangkan penggunaan telepon rumah menurun dari 25% menjadi 11% dalam kurun waktu 5 tahun. Sekitar 20% dari pengguna ponsel di Indonesia memiliki lebih dari satu kartu SIM, dan 9 persen memiliki dua ponsel untuk penggunaan pribadi, sebagian besar untuk mengambil keuntungan dari tarif diskon jaringan dengan keluarga dan teman-teman.
Sebuah study yang dilakukan oleh Boston Consulting Group pada bulan September 2010 mengatakan konsumen digital di Indonesia menggunakan perangkat mobile umumnya untuk berbagai kebutuhan yang biasanya pada negara-negara lain diakses melalui internet berbasis PC.
Pertumbuhan kepemilikan dan penggunaan perangkat mobile di Indonesia tampaknya akan terus berlangsung, hal itu ditunjukan dengan jumlah pelanggan total ponsel yang mencapai 150 juta pada bulan Januari 2010. Diproyeksikan pada akhir 2011 jumlah pelanggan ini akan menembus hingga angka 246,1 Juta. Dengan begitu Indonesia akan menjadi pasar terbesar ke-4 setelah China, India, dan Amerika.
Mobile Marketing is Promising in Indonesia
Source: http://bayusyerli.com/net/14-masa-depan-digital-mobile-marketing-di-indonesia-kian-menjanjikan-.html by Net on 22nd April 2011.
Pasar telekomunikasi di Indonesia sangat unik dalam arti bahwa pengguna menggunakan perangkat mobile bukan dalam rangka bermigrasi dari telepon kabel. Akibatnya, kepemilikan perangkat mobile meningkat 54% pada 2010 dari 20% pada tahun 2005, sedangkan penggunaan telepon rumah menurun dari 25% menjadi 11% dalam kurun waktu 5 tahun. Sekitar 20% dari pengguna ponsel di Indonesia memiliki lebih dari satu kartu SIM, dan 9 persen memiliki dua ponsel untuk penggunaan pribadi, sebagian besar untuk mengambil keuntungan dari tarif diskon jaringan dengan keluarga dan teman-teman.
Sebuah study yang dilakukan oleh Boston Consulting Group pada bulan September 2010 mengatakan konsumen digital di Indonesia menggunakan perangkat mobile umumnya untuk berbagai kebutuhan yang biasanya pada negara-negara lain diakses melalui internet berbasis PC.
Pertumbuhan kepemilikan dan penggunaan perangkat mobile di Indonesia tampaknya akan terus berlangsung, hal itu ditunjukan dengan jumlah pelanggan total ponsel yang mencapai 150 juta pada bulan Januari 2010. Diproyeksikan pada akhir 2011 jumlah pelanggan ini akan menembus hingga angka 246,1 Juta. Dengan begitu Indonesia akan menjadi pasar terbesar ke-4 setelah China, India, dan Amerika.
Mobile Marketing is Promising in Indonesia
Source: http://bayusyerli.com/net/14-masa-depan-digital-mobile-marketing-di-indonesia-kian-menjanjikan-.html by Net on 22nd April 2011.
Monday, 10 October 2011
Mobile Advertising to Hit $32 Billion Globally by 2017 Per Analysts
SAN JOSE, CA — GIA announces the release of a comprehensive global report on the Mobile Advertising markets. The global market for mobile advertising is projected to reach US$32 billion by the year 2017, driven by the rising ownership of mobile phones, increasing use of highly sophisticated mobile devices including smartphones, and availability of high bandwidth, high speed data networks.
The potential for growth is particularly high in the emerging markets of Asia and Latin America due to the large population base with significantly high penetration of mobile devices.
Mobile advertising is becoming essential for the success of any marketing campaign, particularly as the communication increasingly becomes wireless. With the number of active mobile subscriptions far exceeding the number of Internet users, mobile is emerging as one of the most lucrative channels of marketing and advertising.
Customers have the ability to the use mobile phones from any location and at any time, a factor that positions mobile advertising as one of the channels to wield immense influence over various consumer decisions in real-time environment. The market’s edge is also attributed to the richness of available data. In view of the enormous benefits of mobile advertising, budgets for the ad format are set to witness rapid growth.
Japan, Asia-Pacific and the United States dominate the global mobile advertising space, as stated by the new market research report on Mobile Advertising. Asia wields strong influence in the global market driven by the continuous increase in mobile ad spending. Advertiser efforts would be driven by the rising penetration of 3G networks in several Asian countries, and the growing number of mobile owners in highly populated countries such as China, India, and Indonesia. For a large section of the consumers in emerging markets including China, mobile devices constitute the primary means of accessing digital content. Consequently, advertisers are placing increased emphasis on such regions, as against the mature markets wherein the penetration rate of personal computers is significantly high.
Messaging represents the largest segment in the global mobile advertising, while Search segment is set to witness fastest growth through 2017. SMS is the most primitive and the most cost-effective means of mobile advertising, as almost every mobile user in the world has access to SMS service. This is particularly true in Asia, where SMS communication has become integral to the communication culture of the people, providing a faster, low cost and less intrusive means of communication. Familiarity with SMS also grants advertisers an opportunity to bridge digital and traditional campaigns such as offering SMS codes in order to obtain more information. Japan represents the single largest market for messaging.
Source: http://sanfranciscobayareatoday.org/mobile-advertising-to-hit-32-billion-globally-by-2017-per-analysts/15848/ by Jerry Melton on 7th October 2011.
The potential for growth is particularly high in the emerging markets of Asia and Latin America due to the large population base with significantly high penetration of mobile devices.
Mobile advertising is becoming essential for the success of any marketing campaign, particularly as the communication increasingly becomes wireless. With the number of active mobile subscriptions far exceeding the number of Internet users, mobile is emerging as one of the most lucrative channels of marketing and advertising.
Customers have the ability to the use mobile phones from any location and at any time, a factor that positions mobile advertising as one of the channels to wield immense influence over various consumer decisions in real-time environment. The market’s edge is also attributed to the richness of available data. In view of the enormous benefits of mobile advertising, budgets for the ad format are set to witness rapid growth.
Japan, Asia-Pacific and the United States dominate the global mobile advertising space, as stated by the new market research report on Mobile Advertising. Asia wields strong influence in the global market driven by the continuous increase in mobile ad spending. Advertiser efforts would be driven by the rising penetration of 3G networks in several Asian countries, and the growing number of mobile owners in highly populated countries such as China, India, and Indonesia. For a large section of the consumers in emerging markets including China, mobile devices constitute the primary means of accessing digital content. Consequently, advertisers are placing increased emphasis on such regions, as against the mature markets wherein the penetration rate of personal computers is significantly high.
Messaging represents the largest segment in the global mobile advertising, while Search segment is set to witness fastest growth through 2017. SMS is the most primitive and the most cost-effective means of mobile advertising, as almost every mobile user in the world has access to SMS service. This is particularly true in Asia, where SMS communication has become integral to the communication culture of the people, providing a faster, low cost and less intrusive means of communication. Familiarity with SMS also grants advertisers an opportunity to bridge digital and traditional campaigns such as offering SMS codes in order to obtain more information. Japan represents the single largest market for messaging.
Source: http://sanfranciscobayareatoday.org/mobile-advertising-to-hit-32-billion-globally-by-2017-per-analysts/15848/ by Jerry Melton on 7th October 2011.
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