Navigating the Global Digital Ad Landscape

AR UND THE WORLD LIGHT AT THE SPE ED OF NAVIGATING THE GLOBAL DIGITAL ADVERTISING LANDSCAPE Today, information can be transmitted around the world at nearly 300,000km per second – otherwise known as the speed of light. To navigate this ever-changing, increasingly complex digital ad climate, marketers need a global understanding of digital opportunities and trends. International Digital Ad Spend and Projections 2012 2016 North America Asia-Pacific $48.57 BILLION Eastern Europe $5.83 $59.79 $40.12 $3.49 $27.31 BILLION BILLION BILLION BILLION BILLION Latin America $7.26 Western Europe $3.37 BILLION $38.66 BILLION $27.66 BILLION BILLION Middle East and Africa $870 $2.31 MILLION BILLION US & CANADA More than In Canada, more than Both countries have 3 in 4 80% increasingly seen web traffic shift from computers to mobile devices. Americans are online. are on the web. PERCENTAGE OF INTERNET USERS BY YEAR U.S. Canada 84% 72% 78% 83% 68% 67% 64% 59% 44% 40% 1,200% 2000 2003 2005 2008 2012 Increase in online ad revenues in Canada between 2003 and 2012. WHERE THE MONEY IS SPENT: 42% $4 |Search .43% | Display I Classified .39%- 30% Mobile | Video 3% - 19% Email I Gaming 5% OPPORTUNITIES UNITED STATES CANADA Among 16- to 24-year-olds, 84% of This number has nearly Canadians used a Americans average more doubled since 2012. And smartphone to access and while spending on mobile ads is low for the moment, there's no doubt Canadian mobile use is time per day (2 hours, 21 minutes) on the since 58% of Americans have a smartphone, clever marketers simply can't ignore mobile's US impact. the web in 2012, mobile web than online via desktop or laptop computers. growing and the market will be massive. EUROPE MOBILE INTERNET AD SPEND: $5.9 billion UK In Europe, about Germany 60% Like in the US and Canada, more and more traffic is moving to mobile devices. Spain France are on the web. Netherlands $3.7 billion |$1.6 billion $323 million 2011 2013 2015 2017 OPPORTUNITIES UK FRANCE SPAIN Mobile will account for only 9% of spending, so more traditional platforms (search and display ads) are still viable options to reach French By 2017, more than one-third of all digital ad spending will go through mobile internet. Consider traditional outreach (like search ads) for today, but be prepared for the mobile surge to come. Mobile ad revenue in the UK is expected to overtake print for the first time in history in 2014. Cutting-edge UK marketers should be at the forefront of this wave. consumers. 9% CHINA PERCENTAGE OF CHINESE INTERNET USERS BY YEAR: Today, more than 40% of China's population (over 1.3 billion people) is online. China has seen steady growth in internet usage since 2005. 42.1% 38.3% 28.9% 16% 8.5% According to estimates, by 2015 China's online presence will be twice that of Japan and the US combined. 2005 2007 2009 2011 2012 With hundreds of millions of residents online, the digital marketing opportunities in China are enormous, and advertisers are taking note. ESTIMATED NUMBER OF INTERNET USERS: 701,000,000 * : 538,000,000 *: 245,000,000 269,000,000 101,000,000 91,000,000 2012 2015 CHINESE DIGITAL AD MARKET SHARE 4.3%- 30.2% .3% I Banner I Keyword 2% search OPPORTUNITIES Video I Rich media I Classified I Email IOther 28.5% The Chinese spend more than a third of their online 4.6% 5.7% time watching videos. If you're specifically targeting Chinese users, consider video sponsorship - or even creating your own branded videos. BRAZIL BRAZILIAN ONLINE/MOBILE AD SPEND AND PROJECTIONS $4.29 billion $3.67 billion $2.49 billion Brazil's growing population recently overtook Italy and the UK, so it's little wonder that the country's online population has also surged. billion 2011 2013 2015 2016 Brazil is the second largest user of both Facebook and YouTube (behind the US), and it's one of Twitter's top five. Brazilians spend a lot of time online, and video is one of their favorite platforms. Digital ad spending will nearly triple by 2016 - the same year the Olympics come to Brazil. You Tube BRANDED VIDEO SHARE RATE OPPORTUNITIES 4.41% Brazilians are media-hungry, as shown by the stats above. Brands that are able to leverage this open, conversational style (perhaps on a global scale) will be most successful in Brazil. 1.31% Brazil US Now that taking your marketing global is as simple as the click of a mouse, it's more important than ever to keep your eye on the landscape. Stay alert for new developments – you never know where new opportunities may arise. SOURCES http://www.itu.int/ • http://www.emarketer.com • http://www.internetworldstats.com • http://www.marketingcharts.com http://iabcanada.com • http://www.pewinternet.org • http://www.marketingmag.ca • http://www.theguardian.com http://www.iamai.in • http://www.thehindu.com . http://www.chinainternetwatch.com • http://www.themainstreetanalyst.com http://www.statista.com • http://online.wsj.com • http://www.businessinsider.com • http://www.go-gulf.com • http://www.nielsen.com DESIGNED BY INFO GRAPHIC WORLD Marketo www.lnfographicWorld.com