SOURCE: eMarketer

eMarketer

eMarketer

September 13, 2010 11:30 ET

New Report by eMarketer and Starcom MediaVest Group Highlights Growing Consumer Trends in 29 Global Markets and 6 Major Regions

NEW YORK, NY--(Marketwire - September 13, 2010) -  eMarketer and Starcom MediaVest Group (SMG) have together released a new report that establishes a credible dataset for brands to use to more effectively penetrate emerging and mature global media markets.

The "2010 Global Media Intelligence" (GMI) report covers six major regions worldwide -- Asia-Pacific, Western Europe, Central and Eastern Europe, Middle East and Africa, North America, and Latin America -- and delves into 29 countries identified as core target markets.

"I am excited to have the Global Media Intelligence report for my reference library," said Robert Dees, purchasing group manager of North American media & marketing at Procter & Gamble. "I have only had it one day and have already used it in a meeting to help inform next year's strategy."

The report includes digital and total media advertising spending trends from 2009 through 2014, along with detailed data on demographics, broadband and mobile penetration, media usage, and consumer behavior in each region.

Key findings include:

  • The global recession sped up the shift of marketing dollars to digital in large developing markets such as China, India and Brazil.
  • Asia-Pacific will eventually surpass North America as the world's biggest advertising market soon after 2014.
  • While the Middle East and Africa only receive 2.9% of total media spending worldwide, the $14 billion in spending estimated this year represents growth of 11.4%, the fastest of any major region in the world.
  • Online ad spending in Latin America -- though small compared to more mature regions -- will more than double over the next four years, growing from $2 billion in 2010 to $4.2 billion in 2014.
  • The aging of the large UK internet audience could be an early indicator of a trend that could lead to greater internet penetration throughout Western Europe.
  • The disparate internet adoption rates throughout emerging regions like Central and Eastern Europe will make mobile an attractive option to marketers.

"We are in the business of creating uplifting human experiences that are inspired by real-world, real-time insights. Credible data that provides solid understanding and reliable trending for emerging and dynamic markets is critical," said Laura Desmond, Global CEO, Starcom MediaVest Group. "We're thrilled to partner with eMarketer to bring global digital forecasting and consumer trends to our clients as a meaningful, valuable investment compass."

SMG helped identify and gather data for local and core global markets included in the report, which eMarketer then compared and analyzed against other research sources to form its estimates.

"This approach of aggregation and analysis, we believe, has yielded a far more accurate and objective picture of the international marketplace than any single research source," Ms. Desmond said, in a joint statement with eMarketer CEO and co-founder Geoff Ramsey. 

The two companies hope the report will help marketers more effectively plan their marketing mixes, allocate budget toward digital channels and identify consumer trends in emerging markets, the statement said.

"The key questions that marketers and advertisers are asking right now are global," said Mr. Ramsey. "As more consumers move toward digital platforms worldwide, there's a real need to establish authoritative estimates for emerging digital markets in India, China, Africa and countries in Latin America for both traditional and digital marketing channels."

For a factsheet of key findings from the report, please contact Clark Fredricksen at 212-763-6056.

About eMarketer
eMarketer provides the digital intelligence that enables businesspeople, marketers and advertisers to make more accurate, informed and timely digital marketing and media decisions. eMarketer aggregates and analyzes information from more than 4,000 sources worldwide and publishes daily research articles, analyst reports and the most comprehensive database of online marketing statistics in the world. Web site: www.emarketer.com

About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. Our dream is to grow our clients' business by transforming human behavior through uplifting, meaningful human experiences. These brand 'experiences' are brought to life by distinct, strategic point-of-views -- Truth and Design and Space for Ideas -- created and owned by SMG's two global agency brands: MediaVest and Starcom, respectively Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts.

With nearly 6,000 employees in 110 offices worldwide, SMG partners with the world's leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, Walmart, among others. In 2010, SMG was the #1 ranked Global Media Agency (AdAge) and "Media Agency of the Decade" by Adweek.

SMG is part of Publicis Groupe (Euronext Paris: FR0000130577), the world's third largest communications group. Publicis Groupe is also ranked as the world's second largest media counsel and buying group and is the first global network in digital and healthcare communications. Publicis Groupe launched VivaKi (www.vivaki.com) to leverage the combined scale of the autonomous operations of Digitas, Denuo, Razorfish, Starcom MediaVest Group and ZenithOptimedia to develop new services, tools, and next generation digital platforms. Web site: www.publicisgroupe.com

Contact Information

  • Media Contact:
    Clark Fredricksen
    eMarketer
    Tel. 212-763-6056
    Email Contact

    Media Contact:
    Jill Kelly
    Starcom MediaVest Group
    212.468.3828
    Email Contact