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Managing Pan European Campaigns
27 September 2006
Nicholas GillVice President / Associate Director, Modem Media Europe
1209 06 2Source: eMarketer
In 2006, over 1 billion people have Internet access…
… almost 25% now also have broadband
233m online in Europe
55.2m Europeans on broadband
1209 06 3
And we know broadband drives usage through interactivity & engagement
Source: OfCom Q1 2006
Online applications used by broadband and dial-up users
1209 06 4
But broadband penetration differs across Europe
Digital activity needs to be effective for dial-up Internet users for at least the medium-term
Source: Forrester, February 28, 2006: European Broadband Market
1209 06 5
Voltaire, 1771
There are no longer Frenchmen, Germans,
Spaniards or even Englishmen, but only
Europeans.
Source: Y&R EMEA for non-Europeans
1209 06 6
Yeah, right
67
48
36
31
26
24
37
48
53
56
3
3
7
6
9
3
4
4
4
6
UK
Germany
France
Spain
Italy
Nationality onlyNationality and European European & nationality European only
Source: Y&R EMEA for non-Europeans& Eurobarometer
1209 06 7
A typical mapping of Europe
Source: Y&R EMEA for non-Europeans
1209 06 10
Verona Feldbusch
National icon in Germany – but has 0% awareness in UK, France, Spain, Italy
Source: Y&R EMEA for non-Europeans
1209 06 12
David Bizbal
Winner of the Spanish equivalent of American Idol
Famous in LatAm – but nowhere apart from Spain in Europe
Source: Y&R EMEA for non-Europeans
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