> IN BRIEF
EUROPEAN PRODUCT PLACEMENT SET FOR DOUBLE-DIGIT GROWTH
Spending on product placement in European media remained steady in 2009 and is on course for double-digit growth each year through to 2014, according to new research by PQ Media. The company said that more liberal regulations, new technology and fierce competition for ad dollars will boost product placement spending in key European mar- kets, including the UK, France, Spain, Italy, Germany and Russia. Total spending on product placement in Europe – includ-
ing television, films, internet, video games, recorded music and other media – was essentially flat at US$610m in 2009, but is set to grow at a compound annual growth rate (CAGR) of 18.2pc in the 2009–2014 period, according to the fourth edition of the ‘PQ Media Global Branded Entertainment Marketing Forecast 2010–2014’. Globally, product placement spending fell by 0.3pc in 2009 to US$6.25bn.
US online advertising to grow 14pc in 2011 – Borrell Associates
US online advertising, including mobile, will continue to show strong growth in 2011, while there will be a moderate increase in overall ad spending, according to a new forecast from Borrell Associates. The research and consulting firm said that, overall, advertisers
will increase their spending next year by just under 5pc above this year's projected level, bringing US ad spending totals to US$238.6bn. “We're expecting total online ad spending to grow almost
14pc, from US$45.6bn, in 2010, to US$51.9bn, in 2011,” said the company. “The fastest growing segments of online advertis- ing are the local sector, anything targeted, and everything involv- ing social media.”
UK RETAILERS LAGGING BEHIND CONSUMERS IN MOBILE
UK retail brands need to move faster in ramping up their mobile commerce activities if they are to keep up with their consumers and exploit the large numbers visiting their sites via mobile devices, a new study reveals. According to the research, retailers need to move faster to
CARAT REVISES GLOBAL ADSPEND UPWARDS
Media communications agency Carat has published upgraded forecasts for global advertising expenditure in 2010 and 2011. The company is now forecasting global growth of 3.9pc this year and 4.7pc in 2011. In its last forecast in March 2010, Carat predicted growth of 2.9pc this year and 4pc next year. The company attributed the upgrade to a faster than
expected rebound in the US advertising market and contin- ued robust growth in Asia pacific and Latin America. "Carat's revised global forecast adspend for 2010 and
2011 is further evidence of a rebound in advertising mar- kets,” said Jerry Buhlmann, chief executive of Aegis Group, Carat’s parent company.
14 Marketing Age Volume 4 Issue 3 2010
keep pace with the consumers already seeking out retail web- sites via their mobile phones. While 4.2m consumers are visiting retailers’ websites using the mobile internet each month in the UK, just four out of the top 20 most frequently visited retailer websites are presently optimised for mobile, and only eight of the top 20 have any kind of mobile app for smartphones. Commissioned the Association for Interactive Media and
Entertainment (AIME), the Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG), ‘eDigital Research’ surveyed 140 marketing professionals from the retail sector in the UK. It found that 41pc plan to have a transactional mobile site or
application in place within the next year, while 59pc expect their mobile revenues to increase over the next 12 months, and 94pc see it as a real opportunity for their business. While most retailers believe their mobile revenues will increase
over the next few years, currently around 63pc either make less than 1pc of their total revenues via mobile, or don’t measure their mobile revenues at all, citing a lack of knowledge and expertise about the mobile platform.
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