Source: nielsen.com

Main media, defined by Nielsen as free to air TV, newspapers and magazines, increased 13 percent in 2008, while all other media (radio, outdoor, pay TV, cinema and other) posted an 8 percent increase for the year.

In 2008, three markets recorded declines in ad spend versus 2007, while another posted no growth:

• Taiwan (-11%)
• South Korea (-8%)
• Thailand (-4%)
• New Zealand (0%)

Meanwhile, five countries showed solid double-digit growth:

• India (29%)
• Indonesia (19%)
• China (17%)
• Malaysia (12%)
• Philippines (11%)

Other key findings from Nielsen’s research:

• A total of US$115.2 billion was spent on advertising in the twelve markets monitored.
• A total of US$108.4 billion was spent on “Main Media” advertising, with television comprising 70 percent of expenditures.
• Television ad spend grew 15 percent. Only three countries recorded declines in TV ad spend, while five countries posted solid double-digit growth in this category.
• Although Americans are being deluged with stories of newspapers closing, cutting back and filing for bankruptcy, the medium recorded 9 percent growth, with declines in four countries.
• Magazine ad spends, while still comparatively small, increased 10 percent, with India leading the way.
• Radio dominated “all other media” with a 47 percent share of spend and a 12 percent increase for the year.

No related posts.

I look forward to metrics and industry reports to understand where the adoption is and where people are spending, making money and so on. Recently i came across nielsen’s report on online usage/behaviour and spend. My usage of this report has grown 746% since it was released. (duh .. yeah read on)

Just because one can make up  a metric does’nt mean it makes sense. As the title says i could be wrong a arbitrary % on this nielsen’s online engagement of internet users report. I found many relevant numbers and some too vague to be a report and highlighted. (as i said .. i may be wrong )

Highlights Of The Report Include

• The number of American users frequenting online video destinations has climbed 339 percent since 2003. [ttb: sound very irrelevant .. since when did we start having online video destination sites? ]
• Time spent on video sites has shot up almost 2,000 percent over the same period. [ttb: are you serious? how can you report this as a relative number? this is like saying users of NotYetInventedProduct are below 20%]
• In the last year alone, unique viewers of online video grew 10 percent, the number of streams grew 41 percent, the streams per user grew 27 percent and the total minutes engaged with online video grew 71 percent. [ttb: ok now this seems like a good number to report]
• There are 87 percent more online social media users now than in 2003, with 883 percent more time devoted to those sites. [ttb: this is someone sitting there going let me make up a number now .. some startup will use this in their business plan to make their business case]
• In the last year alone, time spent on social networking sites has surged 73 percent.
• In February, social network usage exceeded Web-based e-mail usage for the first time.

full report

No related posts.

Quick Read:

How much effort do you need to put into social media before it pays off in B2B? The answer probably has to do with what you expect from social media in the first place. The problem with B2B social media marketing is that instead of 1) increasing marketing effectiveness by facilitating sales and deepening customer relationships 2) making marketing more efficient by streamlining process and resources, it may be doing just the opposite.

There is a real hidden cost to utilizing social media for B2B marketing. It is the cost to do business. Due to the number of ways you can connect to customers, it requires a significant amount of effort to cover and manage all the properties. While you can write a single blog and push it out across multiple communities, the lack of diversity in conversations may hurt more than help. Each community probably has a different DNA. One message is not going to be relevant for all. Thus, you have to produce more content across more topics to be effective.

Another aspect of inefficiency is the art of the conversation. For social media to work, it requires a de-centralized communication web to interact with customers. Sales already has this in place as it is what they do every day. Marketing is smaller and has less resources. This puts pressure on the organization to have personalized attention to carry on a conversation. Marketing needs the ability to respond to comments, participate in groups in a conversational manner, and organize discussions and groups around a multitude of topics that customers are interested in. If you go to forums today, there are few that have real conversations happening. Mostly you see blogging and promotional content being posted. This is because it takes a huge amount of bandwidth to truly be interactive with your customers.

Full Article

No related posts.