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Russia:adspendfallsbutInternetholdsup
TheboomtimeforRussia’sadvertisingmarket 17percentyear-on-yearinApril,theRussianad
CannesstageforRosen seemstobeonthewane,withadspendlevels marketisnotexpectedtorecoveruntilnextyear.
Internationalbrandanddirect expectedbyadexecutivestodecreasebyatleast MartijnPeeters,adivisiondirectorat
marketingconsultant,speaker tenpercentthisyear–wellabovethe5.9per PricewaterhouseCoopers,said:“Thereisa
andauthor,US-basedRichard centdeclinepredictedfortheglobalmarket. significantcorrelationbetweenGDPgrowthand
Rosen–whoguest-authoredthe However,there’sbrighternewssurrounding theadvertisingmarket.Almosteveryindustryin
coverfeature,titled‘Asymphony Internetadvertising,whichlooksunaffectedby Russiaisaffectedbythecrisisandconsumer
ofmarketing’inDMI’sApril thedownturnandisactuallypoisedtogrow. behaviourhascompletelychanged.So,any
issue–isspeakingatthe TheMoscowTimesreportsthatRussia’sslump researchyoudidlastyear,youcanthrowitout
CannesLionsInternational isoutofstepwiththeotherBRICcountries thewindow.”
AdvertisingFestival –Brazil,IndiaandChinashowedpositive ButtheInternetisfaringwell,AlexeiKatkov,
inFrancelaterthis advertisinggrowthinthefirstquarteroftheyear commercialdirectorforMail.ru,reports:“Before
month(Debussy and,withthecountry’sgrossdomesticgrowth thecrisis,alittlemorethanhalfofallcompanies
Theatre,Cannes, downsixpercentandindustrialproductiondown inRussiausedtargetingadvertising.
Richard SundayJune21,
“Now,90percentofthemarelookingto
Rosen 2pm).Hisseminar
‘TV viewing still most popular’
target.Andifyouwanttocatchaspecifictypeof
issponsoredbySonyDADCand
Timesmaybetoughfortelevisionbutviewersare
personorgroup,you’recertainlynotgoingtouse
introducedbyØysteinSvarød,
stillloyaltotheirmostfavouriteformofmedia.
TV.TargetingisbestdonethroughtheInternet.”
managingdirectorofSvarød
ResearchfromTGIshowsthatwatching
KatkovsaidtheInternetadvertisingmarketdid
Direct,andaboardmemberof
televisionremainsthedominantmediapastime
notcontractinthefirstquarter,andheexpects
FEDMA.Morehere:http://www.
amongconsumersworldwide,withtheaverage
year-endrevenuestoreflectthoseof2008.
fedma.org/index.php?id=4597017
claimeddailyviewingtimereachingthree
AsInternetuseboomsinRussia,he
hoursand20minutesacrossanumberof
predictsnewmediawillsoondominatethe
Posthitsdeliverytargets
majormarkets.
advertisingmarket,overtakingallothermedia
RoyalMail’sannualcustomer
Theresearch,commissionedbyWARCOnline
excepttelevision.
qualityofservicereportshows
(WorldAdvertisingResearchCenter),foundthat
DatafromtheRussianAssociationof
theBritishpostaloperatorhas
televisionviewinglevelswerehighestinCentral
CommunicationsAgenciesshowsthattheprint
metmailtargetsinthepast
andLatinAmerica,withArgentina,Braziland
andoutdooradvertisingmarketsweredown35
financialyear.Thereportshowed
Mexicotakingthetopthreeslotsrespectively.
and42percentinQ1,respectively,comparedto
93percentofFirstClassmail
TheaverageArgentineconsumerwatched
thesameperiodin2008,withTVadvertising
arrivedthedayafterpostingand
televisionforatotalof31hoursaweek,some34
down20percent–believedtobelargelydueto
98.5percentofSecondClass
percentabovethenormandafigurethatequates
smallerbusinessescuttingbudgets.
mailarrivedwithinthreeworking
toadailyviewingtimeofmorethanfourhours.
days–bothservicesontarget.
Overall,thetypicalTGIrespondentalsospenta
did you know?
reported14.6hoursonlineoveramonth,thatis
Colombia:webusagerises
underhalf-an-hourontheInterneteachday.
TheInternetsubscriberbasein
There’sanorth-southe-divideinEurope:Nordic
Franceleadsthewayintermsoftotalsurfing
Colombia,SouthAmerica(pop:
countrieshaveanInternetpenetrationrateof
time,at19hourspermonth,almostathirdmore
44million),hasrisenby13.63per
76percent,onaverage,comparedto45per
thantheaverage,whiletheUkraineandIndiaare
centthisyearto2.47millionuse
S
rs.
TORMAR
cent
K
inSouthernEurope,reportsMicrosoft.
attheoppositeendofthespectrum.
www.dmi-news.com June2009 5
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