Skip to main content

How Mobile Influences the Global Media Marketplace


As large multinational advertisers ponder the 2013 outlook, decisions about how to align their marketing budgets has become increasingly complex. The shift to online platforms and mobile media has accelerated faster than many had previously imagined.

eMarketer, in collaboration with Starcom MediaVest Group (SMG), released its annual Global Media Intelligence report -- a comprehensive assessment of media trends in major markets worldwide.

According to one of the key findings, China will become the world's second-largest advertising market in 2013, and the second-largest digital advertising market the following year -- directly behind the U.S. market.

As a result, Asia-Pacific is expected to surpass North America in total advertiser spending in 2014 -- primarily due to the growth in mobile internet usage, as well as rapid growth in digital advertising spending patterns.

Other 2012 Global Media Intelligence report findings include:

Globally, spending on advertising will rise from $538.75 billion in 2012 to $676.17 billion in 2016, as the advertising industry has proved to be somewhat resilient -- despite ongoing economic challenges in many markets.

Much of the growth is coming from Asia-Pacific, where more than 1 billion people will use the web at least once per month in 2012 -- nearly 47 percent of the global total. By 2016, this audience will number almost 1.4 billion.

Asia-Pacific will be home to some 2.15 billion mobile phone users this year. In China alone, the mobile consumer base will top 1 billion in 2014.

Asia-Pacific is currently the global leader in mobile advertising, with projected mobile ad spending of $2.56 billion this year. But North America is fast becoming the world’s leading hotspot, expanding twice as fast as Asia-Pacific. During the next four years, global spending on mobile ads will leap from $6.6 billion to $25.3 billion.

Economically, Latin America has shone brightly. But media spending in the region is small compared to more mature regions, though growing fast. Ad spending in Latin America topped $30 billion in 2011, and will reach nearly $35 billion in 2012 -- that's a rise of 12 percent.

Eastern Europe has suffered from the financial turmoil afflicting many of its neighbors to the west. The resulting slowdown has come at a bad time for the advertising sector -- and for digital advertising in particular, which arguably hasn’t yet achieved critical mass in several countries.

Media ad spending in the Middle East & Africa will reach $17.8 billion in 2012 -- that's less than one-tenth of the North American total -- and approach $23 billion in 2016. Ad spending per person in the region will remain among the very lowest in the world.

But social networking is growing faster in the MEA than anywhere else -- thanks partly to the central role played by social sites during the Arab Spring. Some 70.2 percent of the region’s internet users will use social media this year. But that group will represent just 11 percent of the MEA’s entire population.

Popular posts from this blog

Low-Code Software Tools Fuel Transformation

Many CEOs have shared their concern that the digital transformation apps backlog within their organization is causing delays in planned growth initiatives. Therefore, they're investing in new approaches to the challenge. The worldwide market for low-code software development technologies is forecast to total $26.9 billion in 2023 -- that's an increase of 19.6 percent from 2022, according to the latest worldwide market study by Gartner. "Business Technologist" roles and a growing number of hyper-automation initiatives will be the key drivers accelerating the adoption of low-code software technologies through 2026. Low-Code Software Market Development "Organizations are increasingly turning to low-code development technologies to fulfill growing demands for speed application delivery and highly customized automation workflows," said Varsha Mehta, senior research specialist at Gartner . Equipping both professional IT developers and non-IT practitioners -- e.g.

How Savvy Leaders Re-Imagine Work in 2023

As we look to the year ahead, there will be significant challenges and opportunities facing the Chief Human Resource Officer (CHRO) role. In order to be successful, savvy HR leaders must be prepared to take proactive steps that adapt and evolve. "HR leaders have faced an increasingly unpredictable environment amid many organizations mandating a return to office, permanently higher turnover and burnt out employees," said Emily Rose McRae, senior director at Gartner . HR Innovation Market Development One of Gartner's key predictions for 2023 is that the use of artificial intelligence (AI) and automation will continue to increase within the enlightened digital workplace. This transition will require HR leaders to develop new skills and competencies in order to effectively manage and lead teams that are increasingly relying on these enabling technologies. Additionally, HR leaders will need to ensure that their organizations are investing in the necessary infrastructure and re

Secure Microcontroller Market to Reach $2.2 Billion

In spite of the volatile global semiconductor industry being plagued by ongoing macroeconomic and political disruption issues, the secure microcontroller (MCU) market should continue to prosper. While the forecasted total available market has contracted -- especially in the smart home, retail, advertising, and supply chain spaces -- secure MCU shipments will likely be temporarily affected.  According to the latest worldwide market study by ABI Research, the secure microcontrollers market will grow to reach $2.2 billion by 2026. Secure Microcontroller Market Development "In part, this is due to the niche nature of security demand which commands a higher value proposition," says Michela Menting, research director at ABI Research . In the short term, potential supply chain issues due to trade embargoes and global COVID-19 pandemic quarantines at manufacturing sites will affect availability. Yet, demand for security, especially in general purpose microcontrollers, will ensure the