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Global Digital Media

TRENDBOOK 2014

WORLD NEWSMEDIA NETWORK

WNMN

Escalating mobile, video and tablet usage and monetisation

are the hottest trends for newsmedia publishers and broadcasters

around the world in 2014, coupled with emerging trends like native

advertising, e-commerce, paid content and more on multiple platforms.

Executive Summary


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THE PUBLISHER

WORLD NEWSMEDIA NETWORKChicago, Illinois

United States of America

Tel: +1 847.778.9806

www.wnmn.org

ISBN: 978-0-9895207-1-3

WNMN CEO Martha L. Stone, [email protected]

WNMN Editorial Director Leah Mensching

WNMN Designer Anne Boyle


3/24

The European Publishers Council is a high level group of Chairmen and

CEOs of leading media groups in Europe. Representing companies with

newspapers, magazines, online publishing, journals, databases, books and

broadcasting the EPC has been communicating with Europes legislators

since 1991 on issues that affect freedom of expression, media diversity and

the health and viability of professional media in the EU.

www.epceurope.eu

FIPP the worldwide magazine media association represents companies

and individuals involved in the creation, publishing, or distribution of quality

content, in whatever form, by whatever channel, and in the most appropriate

frequency, to defined audiences of interest.

FIPP exists so that its members develop better strategies and build better

media businesses by identifying and communicating emerging trends,

sharing knowledge, and improving skills worldwide.

www.fipp.com

The World Newsmedia Network is a not-for-profit, multiple media research

company devoted to assisting media companies achieve their business

objectives across the media spectrum through research, events and

consultancy. WNMN consults to and produces events and research for

media companies around the world.

www.wnmn.org

Copyright 2014 World Newsmedia Network

I N S I G H T

GDMT 2014, in its ninth year, explores revenue and usage trends across digital platforms,including social media, video, mobile, tablets, Internet and beyond. The yearbook also analyses

data from 60+ global research companies in order to project plausible futures of digital channels

for media companies worldwide.

The World Newsmedia Network publishes GDMT with the support of two major research partners:

European Publishers Council and FIPP.

WNMNWORLD NEWSMEDIA NETWORK

GLOBAL DIGITAL MEDIA TRENDBOOK

PARTNERS


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Chapter 1 Global Media Landscape

3

Global Digital MediaTrendbook 2014

Source: MAGNA GlLOBAL, Media Economy Report, January 2014

World Newsmedia Network 2014

Global media advertising mixBreakdown of market share for each ad medium, and advertising market regional allotments, 2013

Free TV

Pay TV

Search

Display

Mobile

Video

Other digital

Newspaper

Magazine

Radio

Out-of-home

31%

10%

9%6%3%

1%2%

17%

7%

7%

7%

Global media mix Ad market by region

12% emerging

17% mature

33% USA

3% Canada

2% MEA4% CEE

21% WE

33%

28%

7%

APAC

NORTH AMERICA

EMEA

LATAM

The story doesnt end here: consider the in-depth, data-driven reasons why these revenue and content strategiesare essential for media companies in 2014 and beyond.

The Global Digital Media Trendbook has been publishedeach year since 2006, studying these fast-moving trendswhich have inspired thousands of media companiesstrategies.

The worlds media revenue and usage pattern landscapesare changing dramatically in 2014. The constant shift ofadvertising spend, and device, media and shopping habitpatterns are driving media companies to overhaul theirdigital media strategies.

After the fallout from the economic crisis of 2008 and2009, Internet, mobile and television have emergedthe victors of the advertising expenditure battle, while

newspapers have suffered debilitating setbacks, whichhave made urgent the need for new revenue streams.In the case of new revenue development, magazinesand particularly newspapers around the world haveembodied the clich, necessity is the mother ofinvention by implementing new businesses andadvertising genres.

A host of other revenue streams are emerging:e-commerce and a variety of non-traditional advertising

GLOBALDIGITAL

MEDIATRENDBOOK2014

EXECUTIVE SUMMARY

All things considered, if the biggest opportunities for media company

revenue and content strategies for 2014 could be summed up in a few

words, they would be Big Data analytics, paid content, native advertising,

programmatic advertising, product development, tablets, e-commerce

and smartphones.


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Executive Summary Global Digital MediaTrendbook 2014

genres: particularly programmatic, native, video andmobile. All of these present opportunities but alsocompetitive threats for the media industry. All ofthese changes are being driven by irreversible patternsin buying and advertising consumption behaviour, fromtraditional to digital media.

The worlds advertising expenditure

Several global research firms report that Internetadvertising spend is poised to exceed television adspendin many parts of the world before the end of the decade.Mobile advertising is leading the way for Internetadspend growth, surging in the double digits.

Between 2013 and 2014, the media industry haswitnessed major shifts in revenue making, creating moreopportunity for publishers and broadcasters to monetisetheir content. The most lucrative revenue streamis advertising, for the past, present and foreseeablefuturerepresenting the lions share of revenues forpublishers and broadcasters around the world. Digitaladvertising is becoming an increasingly larger portionof the advertising portfolio for each media company. Inthe United States alone, digital advertising representsabout 15 percent of all advertising share, still not enoughto offset the loss in traditional advertising such asnewspapers, magazines and TV.

However, four revenue streams have taken off during

2014: mobile advertising, native advertising, paid contentand e-commerce, all strong opportunities for everymedia company.

Free TV garnered the lions share of advertisingexpenditure in 2013, with 31 percent, followed bynewspapers (17 percent), pay TV (10 percent), search (9percent), and a three-way tie with magazine, radio andout-of-home, each with 7 percent, according to MAGNAGLOBAL.

North America in general, and the United Statesspecifically, continue to attract one-third of the admarket, while Asia Pacific, and particularly Japan andChina, draw another one-third. Twenty-eight percentbelongs to the Europe, Middle East and Africa region(EMEA), which is anchored by Western Europe, at 21percent of the worlds advertising spend. Meanwhile,Latin America drew 7 percent of the share in 2013.

Print media, especially newspapers, have sustaineddevastating blows to revenues and are in decline,especially in the West. However, newspapers stillmaintain their No. 3 status in market share inevery region except Central and Eastern Europe,where outdoor adspend is No. 3, according toZenithOptimedia. Magazines are holding steady in mostregions of the world, losing 1.5 percent adspend share

worldwide between 2013 and 2016, except WesternEurope, where they are experiencing a dramatic declinein adspend.

According to ZenithOptimedia, Internet advertisingspend is tracking to overtake television spend, theincumbent in top advertising spend around the world,well before the end of the decade. That is because mobileInternet and desktop Internet adspend around the worldare together outpacing TV adspend.

Mobile Internets contributions to global adspendfrom 2013 to 2016 is projected to reach US$31.59

billion, followed by TV adspend at $31.1 billion anddesktop Internet adspend at $24.86 billion. Meanwhile,newspaper and magazine adspend growth contribution isin negative territory during that time frame.

Mobile advertising is rising steeply, led by in-appadvertising, according to Strategy Analytics andPricewaterhouseCoopers research, as reported in MaryMeekers Internet Trends 2014. While the growth isphenomenal, only a handful of advertising networks are

Mobile Internet

Television

Desktop Internet

Outdoor

Radio

Cinema

Magazines

Newspapers

Source: ZenithOptimedia


Contribution to global growth in adspendIn US$ billions, 2013 to 2016, by medium

31.585

31.092

24.860

5.259

2.713

753

-1.584

-3.394

Global mobile advertising vs mobile appadvertising, 2008-2013

In billions of US$

Source: Deloitte, May 2014, as reported by Internet Trends 2014 by Mary Meeker for Kleiner Perkins

Caufield & Byers


M

OBILE

AD

+

APPS

SPENDING

($B)

2008 2009 2010 2011 20132012

Mobile apps

Mobile advertising

$2

$3$3

$6

$14

$24

$38$40

$30

$20

$10

$0


6/245


Econsultancys 2014 MediaGrowth Study

Media companies are planning their business strategiesto take advantage of the opportunities emerging from theexpanding digital media landscape.

New product development and expansion of marketshare are the top two growth drivers for 2014, accordingto Econsultancys 2014 Media Growth Study, conductedby the Jordan, Edmiston Group. This corroboratesprevious years survey results since 2009.

There are signs throughout the study and interviewsthat companies are continuing to develop new productsat a feverish pace, but that there is a high priority beingplaced on evaluation and upgrading of existing productsas well, the study states.

However, acquisition and geographic expansion alsohave proven to be key areas of growth for 2014,compared to 2013. The largest change is the investmentin new IP/software/technologies, a move that has beendriven by a variety of industry developments, such as anew emphasis on programmatic advertising buying andselling, and Big Data strategies, according to the study.In 2013, only 11 percent of respondents said IP/software/technologies was a driver for growth, while in 2014, 27percent of the respondents said so.

Meanwhile, the top two issues that are standing in theway of growth are the entry of new competitors and thecompetition from free and low-cost alternatives to mediacompanies products (such as offshoring). These two

issues tied for the top spot as the top barriers to growth,with 43 percent each, according to the study.

Innovation from traditional competitors and the move

making the majority of the mobile advertising revenue,led by Google with the overwhelming share.

Internet and mobile advertising spend is going up inthe United States, and becoming commensurate withtime spent on the media, according to the InteractiveAdvertising Bureau. Meanwhile, print has had along history of garnering significantly more adspend

compared to the shrinking time spent with the media.Television also gets a disproportionate share of adspend(45 percent) compared to its audiences time spent (38percent).

According to Meekers Internet Trends 2014, the hugeopportunity for U.S. advertisers is to take advantageof the massive mobile audience, which garners only 4percent adspend share, despite commanding 20 percentof time spent on media. The more developed Internetadvertising market commands 22 percent of the adspend,with 25 percent of time spent, according to the report.

Internet usage trends

Top global websites have remained the same over theyears. However, the difference is the expanding globalaudiences for these sites. The most popular destinationsglobally are Google, Microsoft, Facebook and Yahoo!,all of which have between four-fifths and five-sixthsof their audiences accessing their sites from outsidethe United States. Along with the audience, these topsites also command the majority of adspend, comparedto their smaller media company brethren. In 2013,eMarketer estimated that Google, Facebook, Microsoft

and Yahoo! earned 59 percent of all of the digitaladvertising revenue in the United States, and together areprojected to earn 61.7 percent of the U.S. advertising piein 2015.

Note: Advertising spend based on IAB data for full year 2013. Print includes newspaper and

magazine. $30B+ opportunity calculated assuming internet and mobile ad spend share equal their

respective time spent share. Time spent share data based on eMarketer 7/13 (adjusted to excludeoutdoors/classified media spend). Arrows denote Y/Y shift in percent share.


Caufield & Byers


U.S. media time spent vs. adspend

% of media time spent vs. adspend 2013

%O

FTOTALMEDIA

CONSUMPTIONT

IME

OR

ADVERTISINGS

PENDING

50%

40%

30%

20%

10%

0%5%

Print

19%

Radio

10%12%

38%

TV

45%

25%

Internet

22%20%

Mobile

Internet ad = $43B

Mobile ad = $7.1B

~$30B+Opportunity

in USA

4%

Time spe nt Ad spend

Google

Microsoft

Facebook

Yahoo!

Wikipedia

Alibaba

Baidu

Tencent

Sohu

Amazon.com

Source: Deloitte, May 2014, as reported by Internet Trends 2014 by Mary Meeker for Kleiner PerkinsCaufield & Byers


Top 10 global websites

In number of monthly unique visitors in March 2014

200 400 600 800 1,000 1,200 1,400

M O N T H L Y U N I Q U E V I S I T O R S ( M I L L I O N S )

0

US users

International users


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from offline to online content also have presented keychallenges for media companies in 2014.

World Newsmedia Networks annual WorldNewsmedia Innovation Study 2013-14, corroboratesmany of the findings of the 2014 Media Growth Study,showing new product development among the leadingstrategies for efficiency for the fifth year in a rowThe studys findings are analysed in detail in Chapter 8of the Global Digital Media Trendbook 2014.

For the past five years, the World NewsmediaInnovation Study has explored major trends in strategicinnovations and revenue making in newsmediacompanies around the world.

The annual study chronicles trends in revenue-makingprojections, strategies in the investment of new products

and services, cost-cutting practices, the appetite forchange, and training employees to engage in these newcorporate environments.

The 2013-14 study was presented in 11 languages anddrew responses from the widest range of countries yet:senior newsmedia executives in editorial, commercialand operations from 49 developed and developingecononomies on all continents participated. In each ofthe previous four annual studies when asked to identifypriorities for greater efficiency and cost savings overthe next 12 months, new product development was No1. Not this year. Though their operating contexts vary

widely, they all recognised that the key digital challengeconfronting companies is no longer the inclinationto innovate. Instead, their top priority is accessingthe ICT required to be truly competitive in what is

Launching newproducts/services

Expansion of market share

within existing markets

Making an acquisition

Expansion into

new geographic markets

Entering new

vertical markets

Hiring new key

management/employees

Investing in newIP/software/technologies

71%61%

64%

58%

38%

37%

32%

29%

27%

22%

33%

21%

27%11%

Source: 2014 Media Growth Study, The Jordan, Edmiston Group, EConsultancy, based on a

survey of 340 media executives globally


Number of respondents: 313

Top growth drivers for media companiesin next 12 to 24 months

% of media executive respondents in global survey, 2013 to 2014,

top three choices

0 20 40 60 80

2014

2013

Lack of talent inemerging areas (technology,

Internet, etc.)

Lack of talent insenior management

Lack of capital/credit

Conflictinginternal agendas

Lack of innovation

Company culturethat hinders growth

Lack of datamanagement tools

Lack of technology/software

49%

40%

22%

34%

30%

26%

21%

23%

21%

22%

16%

19%

13%

21%

21%

25%

Source: 2014 Media Growth Study, The Jordan, Edmiston Group, EConsultancy,

based on a survey of 340 media executives globally


Number of respondents: 273

Top internal barriers to growth

in media companies, 2013 to 2014% of media executive respondents in global survey

0 10 20 30 40 50 60

2014

2013

2013-14 LAST YEAR

Invest in technologies 1 3___________________________________________

Reorganise internal operations 2 4___________________________________________

Rapid implementation of changes 3 5___________________________________________

Develop new products within themedia sector 4 1___________________________________________

Collaborate with other companiesfor content generation 5 6___________________________________________

Cooperate with other companies/entrepreneurs/agencies forproduct development 6 10___________________________________________

Develop new products outsidethe media sector 7 8___________________________________________

Streamline workflow and processes 8 2___________________________________________

Stable and reliable distribution 9 7___________________________________________

Reduce the number of employees 10 9___________________________________________

Outsource processes to othercompanies 11 13___________________________________________

Co-productions 12 14___________________________________________

Cooperate on content syndication 13 15___________________________________________

Syndication 14 11___________________________________________

Share resources with outsidecompanies 15 12

Priorities for efficiency showing drop

of new products and rise of investment

in technology

WNIS 2013-14: For the first time since the study started in

2009, newsmedia executives worldwide identified investment

in new technology, rather than product development, as their

top priority for achieving greater efficiency and cost savings

over the next 12 months.

RANK


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Once the groundwork has beenlaid for research into the targetaudience and a highly focusedproduct, the real work beginswith the development of the

innovation strategy. Theminute details of the

strategy are developed,and the analysis of

all competitors inthe marketplaceand the size ofthe opportunityare tackled. Forexample, when amedia companywishes to launchan entertainmentlistings app for its

city, the companywould study all

existing apps, thecontent, functionality,

market share, price pointsand audience focus before

deciding on the position of itsown entertainment app. Once the

focus of the app has been determined,a market analysis to project audience and

potential revenue must be undertaken.

Once the size of the opportunity and competitiveanalysis are completed, the pricing strategy isdetermined. Using the entertainment app as an example,the pricing for the app, or more likely, the pricing foradvertising on the app, would be set. Next, the finedetails of the app, including the user experience, thecontent, the frequency of updates, the staffing, thebudget and beyond, are all factored in to the innovationstrategy. The solution is constantly evaluated, positionedand re-positioned in the marketplace to ensure success

with the product or service.

The New York Times Innovationreport

The New York Times produced its 91-page Innovationreport in 2014 in response to the companys objectivesto:

Leverage its well-regarded content in order toexpand its reach.

Monetise a larger audience.

Create a digital-rst strategy for the newspaperand digital operation.

Act more like a nimble start-up media organisation,

fast becoming a winner-takes-all,mobile-dominated marketplace.

The process of

innovationInnovation is a broad termregarding the newsmediaindustry. Innovation canrun the gamut fromproduct development,to technologyimplementation,process re-engineering, trainingsand managementrestructuring, amongother strategies.For example, TheNew York Timesis in the beginningstages of implementingsweeping editorial andcommercial changes outlinedin its Innovation report; anda growing number of mediacompanies have implemented nativeadvertising strategies, including Forbes,Vice, Politico, The Huffington Post, News

Corp, Hearst and The Economist.

The process of innovation is a slow, deliberate andscientific process of developing products or serviceswith specific customers in mind. The process startsby defining the target customer for the innovativeproduct or service. Once defined by demographic andbehavioural characteristics, the media company mustthen define the jobs to be done in order to reach thatcustomer and satisfy that customer with the bespokeproduct or service. One of the key attributes to a game-changing innovation is to identify customer needs, and

to address unmet needs with the proposed product.For example, the tablet provides millions of peoplewith a device that is lightweight, portable, easy-to-useand store, Internet accessible, with a high-resolutionscreen and capable of multiple tasks, such as email,entertainment and work.

Innovating products and services also requires findingniches of opportunity within that marketplace. Using thetablet example, there are a multitude of tablet deviceson the market. Some have more bells and whistles andcost more than their competitors. Some are simpler andless expensive, but still functional. Some are smaller

and more portable, while others are larger and moreutilitarian. Each has segments of opportunity for avariety of customers with different wish lists for tabletfeatures.

Source: World Newsmedia Network, industry reports

l i

l i i


The cycle of innovation

i i l

: ,

Definethe project

Launchproduct

Define andevaluate

customer solution

Create pricingscheme

Estimatesize of

opportunities

Conduct competitive

analysis

Identifyunmet needs

Find areasof opportunity

Create innovation

strategy

Define thejobs to be

done

Identifycustomer

needs

Definethe

customer(s)


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We are making investment in data analytics this notonly drives our consumer-focused efforts, but is some-

thing we can also sell to advertisers. Our interactive

tools allow us to know the consumer better I think

this is going to be hugely valuable to advertisers, this iswhere we will get a premium. Our total ad sales havegrown 30 percent in the last few years even as print

declined; we have not had an issue with trading print

dollars for digital dimes. Joshua Macht, EVP & group publisher,

Harvard Business Review Group

We have more data on our consumer demographics

that we can share with advertisers. We can show thatthis is a more valuable audience more affluent,

more digitally oriented. Moreover, we can also offer

advertisers more information about what contentconsumers are interested in. Saira Stahl, VP, Corporate Strategy,

Gannett Co, Inc.

In 2014, media companies around the world aremorphing the Big Data hype of 2013 into strategiesand actions. The opportunity for employing Big Datastrategies are many: to better understand cross-platformaudiences, create powerful data journalism stories,streamline business processes and identify new productsand services to offer customers.

able to make sound decisions and develop newproducts more quickly.

The reports lead author, Arthur Gregg Sulzberger,son of Times publisher Arthur Sulzberger Jr., has been

named senior editor ofinnovation, tasked withleading the sweepingchanges outlined in thereport.

Among the strategiesoutlined in the reportare a strategy of taggingand structuring datato make content moremore discoverable,

promoting journalismon social media throughreporters and editors,and encouraging two-way relationships with readers, including invitinguser-generated content. The report also recommendsdeveloping a companywide start-up mentality,particularly focusing on experimenting, testing, andquick decision-making about new product development.

Big Data for media

Big Data has been a buzzword for media companies in

the past few years, particularly in the realm of audienceanalytics, as it has a direct correlation to audiencereader insights and monetisation through advertisingtargeting.

World Newsmedia Network has organised two Big Datafor Media conferences in London in 2013 and 2014in an effort to illuminate the most successful Big Datastrategies and practices around the world, includingthose at the Huffington Post, BuzzFeed, FinancialTimes, Guardian, BBC, CNN and more. The in-depthstudy about Big Data for Media is in Chapter 9 of the

Global Digital Media Trendbook 2014.

According to the the Online Publishers Associations(OPA) Digital Subscription Strategies Pay Off report,several OPA members are augmenting their subscriptionstrategy revenue with targeted advertising revenue, oftenat a higher cost per thousand ad impressions.

We have grown advertising business every single year

since weve introduced subscription. Because of the

deep relationship we have with the audience and thedata we have on our subscribers we can guarantee that

advertisers reach very specific scarce audiences. We

consistently achieve a premium above market CPM.

Rob Grimshaw, managing director,FT.com


ABOUT GLOBAL DIGITAL

MEDIA TRENDBOOK 2014

Global Digital Media Trendbook has been produced

each year since 2006 by World Newsmedia

Network.

The report provides a broad and deep survey of the

digital media landscape with 500+ data sets, and

an in-depth analysis of digital media revenue andusership trends worldwide.

The report is a compendium of the most compelling

trends from the most reliable digital media research

studies each year.

World Newsmedia wants to thank the 60

contributing research companies for their

ongoing support of this resource for publishers,

researchers, academics and media industry

stakeholders.

For more information, go to www.wnmn.org or

contact GDMT publisher Martha Stone [email protected]


10/249

and the emergence of data-driven technologies. Thisperfect storm makes possible the creation of infinitenew business and consumer-facing tools that enableautomation, insights, information and efficiencies.

2014 State of Marketing study

How are marketers planning to spend on advertisingthis year? Turns out, data analytics is also on the top oftheir list. Salesforce.com and exacttarget.com conducteda global 2014 State of Marketing study in 2013 with2,500 survey respondents, and created a snapshot ofmarketers views of marketing return on investment andpriorities for 2014.

The respondents priorities for 2014 are drivingincreased advertising conversion rates (47 percent);

increasing and improving brand awareness (46 percent);and collecting, measuring and using behaviour-baseddata (29 percent).

The conclusions of the study for marketers were:

Focus on customer engagement by mapping your

customer journey to understand where customerswant to engage with your products.

Develop a clear strategy based on your data aboutcustomers.

Consider channel options, including mobile, socialmedia, video, email and beyond.


The media industry can think of Big Data as the FourVs, including volumeof data; velocityof data, meaning

it needs to be analysed quickly (especially news); in avarietyof structured and increasingly unstructured dataformats; which all have potential valuein terms of highquality journalism and business insights and revenue.

There are a variety of definitions for Big Data, includingbeing a catch-all for the opportunities presentedby the exponential growth of data in the media

sector, including structured, internal data availablethrough media companies own databases, as well asunstructured data on a multitude of digital channels,including video, audio, photos and reams ofsocial media text.

Why are media companies launchingBig Data strategies? As connectivityand data storage prices dropprecipitously, and millionsof digital devices flood themarketplace, and as the

amount of high-bandwidthcontent consumed skyrockets,media companies aresearching for ways tounderstand their customers,how they are consumingcontent, and how theycan monetise the usersconsumption through paywallsand advertising.

These steep decreases havegiven rise to the virtuous cycle of

Big Data content: more affordableconnectivity for consumers, aproliferation of devices enabling cheapaccess to multimedia news and information,

Connectivity,

data storage

prices drop

Number of

digital devices

soars

Amount of

high-bandwidth

content

skyrockets

High-bandwidth

content

audience grows

Advertisers

target Big Data

content

audiences

Virtuous cycleof Big Data

content

Source: World Newsmedia Network 2014


VVVV

Big Data: The four VsVolume, Velocity, Variety and Value


VOLUME

Large amounts

of data

VELOCITY

Need to

be analysed

quickly

VARIETY

Different types

of unstructured

and structured

data

VALUE

Extracting

business insights

and revenue

from data

Big Data opportunities


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Top priorities for marketers:Adobe study

Content marketing/native advertising is the top priority

for marketers, according to Digital Trends for 2013, astudy conducted by Adobe and Econsultancy.

Content marketing and conversion rate optimisationwere tied for the top digital marketing priorities for2013, followed closely by social media engagement,according to the study. Content marketing, or nativeadvertising, allows advertisers to publish in specialadvertising sections or otherwise promote their productsand services by advertising in non-traditional ways.Frequently this approach resembles the advertorialpackages of decades ago, but with a twist: frequently thecontent is not directly about their products and services.

Sometimes the content is on a topic that the advertiserwishes to be associated with, such as recycling or thearts. Content marketing can be published on a varietyof formats, including websites, video, white papers,e-books, case studies, how-to guides, informationgraphics and photos. Publishers see working withadvertisers on content marketing as an opportunity tomonetise their audiences.

Content marketing is on the ascendancy, as corroboratedby multiple reports in 2013 and 2014, with 39 percentof the marketers from around the world saying its a top

priority in 2013, compared to 29 percent saying so in2012.

Conversion rate optimisation also garnered 39 percent ofthe respondents favour in 2013, compared to 34 percentin 2012.

More companies have come to realise that evensmall uplifts in conversion rates brought about by

improvements in processes and technology can translate

into significant financial gains, according to the study.Social media engagement continues to be a key priority,with 38 percent of those surveyed saying so in 2013,compared to 39 percent in 2012.

Meanwhile, marketers also reckon that contentmarketing is also the most important marketingpriority for its advertising clients, with 38 percent of therespondents saying so in 2013, compared to 21 percentin 2012. Content marketing was followed by mobileoptimisation, also with 38 percent of the respondentssaying so in 2013, compared to 37 percent in 2012.

Programmatic advertising:Threat or opportunity?

The audience data analytics movement has given rise toa variety of trends, including content and advertisingtargeting and automated advertising serving. Publisherscollect data about their users demographics and contentconsumption habits using analytics software. Whenpublishers partner with advertising networks, they havethe ability to build campaigns and target consumersbased on users demographics and reading patterns.

Among these emerging trends is programmaticbuying, that is, automated digital display advertisingbuying, which is growing exponentially around theworld. Programmatic digital display advertising

Data & analytics

Marketing automation

Email marketing

Social mediamarketing

Content management

Source: Salesforce, 2014 State of Marketing study, 2013


61%

61%

58%

57%

57%

Plans to increase digital marketing budgetsin 2014In percentage of global marketing respondents

0 20 40 60 80

0% 10% 20% 30% 40%

Content marketing

Conversion rate

optimisation

Social media engagement

Targeting and

personalisation

Content optimisation

Mobile optimisation

Brand building /

viral marketing

Joining up onl ine and

offline data

Marketing automation

Video marketing

Social media analytics

Connected TV

29%

39%

34%

39%

39%

38%

29%

30%

32%

26%

24%

24%

15%

11%

21%

9%

19%

9%

0%

37%

39%

31%

Source: Adobe and Econsultancy, Digital Trends for 2013


Top marketing prioritiesfor global businesses in 2013

Respondents chose three digital-related priorities

2012

2013


12/2411


buying represents another clear threat, yet a possibleopportunity, for publishers and broadcasters.

Programmatic buying is a threat to media companiesbecause billions of display ads are being bought and soldas commodities on automatic ad exchanges each day,ostensibly driving down CPM (cost per thousand) prices.The advertising is served to thousands of websites,frequently without regard to quality of publishing site orvalue of audience. Media owners argue the value of theiradvertising inventory, and indeed, their brands, are beingdiminished in this scenario.

The opportunity is for publishers and broadcasters tocreate advertising consortiums in order to create high-value ad networks. The networks, then, become a more

valuable and more popular programmatic buy togetherthan they were as separate publisher/broadcaster sites. Intheory, these high-quality networks fetch higher CPMsfor their higher-value, engaged audience members onthese exchanges. That said, the programmatic buy forpremium publisher sites is so new, there are no historicdata to show revenue trends. Even the definitions and thepotential values of programmatic buying are still beingdebated.

Programmatic digital display advertising expenditure isexpected to surge from $4.9 billion to $33.3 billion from2011 to 2017, according to MAGNA GLOBAL. As timemoves on, programmatic advertising will become a muchmore global phenomena, less dominated by the U.S.digital advertising market.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

United States Netherlands United Kingdom France Australia Japan Germany Spain China

2017201620152014201320122011

Global Programmatic Spend (Sbn)

Global Programmatic Market Share

2.global.globalprogrammaticspendandmarketshare

Global programmatic spend and market share, 2011-2017In US$ billions, and percent of market share

Source: MAGNA GLOBAL, Media Economy Report, January 2014


Germany

United Kingdom

France

Australia

Japan

United States

China

Spain

Netherlands

2011 2012 2016 20172013 201520140

5

10

15

20

25

30

35

2.8$

$4.9

80%

60% 59% 58%

52%

40%

33%31%

23%

4.8$

$7.6

7.5$

$12.1

9.9$

$15.7

12.6$

$22.1

15.2$

$27.7

17.6$

$33.3


13/2412

Digital media usage landscapeThe use of mobile to access the Internet around theworld has nearly doubled in one year, with steepergrowth happening in the developing world, such asAfrica and Asia, where the proliferation of smartphonesales and usage is staggering. The implications for thistrend include opportunities for publishers to producecontent for mobile Internet and mobile apps in order toreach a growing audience of users on mobile devices.

Meanwhile, market share for programmatic buyingin the digital display advertising market will swell ineach country, from comparatively miniscule amounts in2011, to 80 percent in the United States, 60 percent inthe Netherlands, 59 percent in the United Kingdom, 58percent in France, 52 percent in Australia, 40 percent in

Japan, 33 percent in Germany, 31 percent in Spain and23 percent in China, all by 2017.

E-commerce surging

Dramatic growth in e-commerce among mobile andtablet users has been studied in depth by GlobalWebIndex. From the end of 2012 to the end of 2013,those mobile phone users who indicated they had everengaged in e-commerce online grew 24.4 percent, from

610 million to 759 million. Mobile phone users whoengaged in e-commerce last month grew 23 percent,from 434 million to 534 million between the fourthquarter of 2012 and the fourth quarter of 2013.

For tablet users, the trajectory is more dramatic. Tabletusers who said they had ever engaged in e-commercegrew 63.2 percent from Q4 2012 to Q4 2013, from 211million to 346 million. Meanwhile, those who boughtgoods and services last month grew 61.3 percent, from150 million to 242 million, according to GWI.

The most impressive implementations of e-commercelie in fashion magazines around the world. E-commercerevenues are growing in the double digits for Elle Shopin Japan, Glamour Shop in the United States and forElle and Harpers Bazaar across 17 Burda Internationalcountries. See Chapter 5, Magazines, for detailed casestudies.

Among PC users globally, e-commerce adoption is

growing rapidly, from 616 million at the beginning of2011 who said they had shopped online last month,to 902 million by the end of 2013 who said so, a 46.4percent change.


Global online e-commerce growth

Number of PC users engaging in e-commerce last month or ever

Source: GlobalWebIndex, 2014


Last month Ever

1500m

1200m

900m

600m

Q1 2011 Q2 2011 Q4 2011 Q2 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

616m654m

691m

773m

851m 845m

914m 916m 952m

915m

984m1,027m

1,125m

1,201m 1,224m

1,277m1,304m

1,332m

Global mobile and tablet m-commerce

growth

Number of mobile and tablet users engaging in m-commerce

last month or ever

Last month EverMOBILE



347m

Last month EverTABLET

610m 623m

703m729m

759m

534m

495m489m

434m434m

800m

700m

600m

500m

400m

Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

350m

300m

250m

200m

150m

211m 227m

328m

346m

150m 159m

246m

225m242m

Q4 2012 Q12013 Q2 2013 Q3 2013 Q4 2013

50%

40%

30%

20%

10%

0%


Caufield & Byers


Mobile Internet usage as a % of Web usage

May 2013 vs. May 2014, by region

%

OFPAGEVIEWS

COMING

FROMM

OBILEDEVICES

11%

NorthAmerica

19%

6%

SouthAmerica

17%

8%

Europe

16%

23%

Asia

37%

18%

Africa

38%

12%

Oceania

17%14%

Global

25%

May 2013 May 2014


14/2413


Mobile Internet usage as a percent of all Internet usageis on the ascendancy, particularly in Africa and Asia,according to StatCounter 2014, as reported in MaryMeekers Internet Trends 2014. Steep increases are seenbetween May 2013 and May 2014, underscoring howInternet users are changing their browsing behaviourfrom PCs to mobile, and how developing world users arenow able to purchase smartphones at lower price pointsso they can browse the Internet and download apps.

Smartphone market share will soar among globalconnected device shipments, according to IDCsWorldwide Quarterly Smart Connected DeviceTracker research in 2013. IDC projects smartphone

Global connected device shipments,market share, 2013 and 2017

Projected 2013 to 2017 market shares, in millions of units and percent

of market share

Source: IDC Worldwide Quarterly Smar t Connected Device Tracker, Sept. 11, 2013


Desktop PC

Portable PC

Tablet

Smartphone

TOTAL

134.4

180.9

227.3

1,013.2

1,556

8.6%

11.6%

14.6%

65.1%

100%

123.11

196.6

406.8

1,733.9

2,460.5

5%

8%

16.5%

70.5%

100%

-8.4%

8.7%

78.9%

71.1%

58.1%

2013 UnitShipments

ProductCategory

2013 MarketShare

2017 UnitShipments

2017 MarketShare

2013-2017Growth

ource: GlobalWebIndex, 2014


lobal demographics for mobile Internet user% of mobile users 16 to 64

GENDER

Female

Male

Mobile phone Personal PC/laptop

58% 42% 57% 43%

AG E

16 to 24

25 to 34

35 to 44

45 to 54

55 to 64

21%

9%

35%

31%

21%

13% 28%

30%

INCOME

Bottom 25%

Mid 50%

Top 25%Prefer not to say

24%

23% 17%

36%

8%4%

26%

35%20%

18%

market share will grow from 65.1 percent in 2013 to70.5 percent in 2017, while tablets will see growthfrom 14.6 percent to 16.5 percent during the same timeperiod. Meanwhile, desktop computers will see an 8.4

percent decline from 2013 to 2017, from 134.4 millionunit shipments in 2013 to 123.11 million unit shipmentsin 2017, according to the study.

Mobile Internet users tend to be male, young andmiddle-income, according to GlobalWebIndexs DeviceReport 2014. More specifically, 58 percent of the mobileInternet using population and 57 percent of the PC/laptop Internet-using population are male.

Meanwhile almost one third of the mobile Internet (31percent) and 28 percent of PC/laptop Internet users areages 16 to 24, while 35 percent of mobile Internet and

30 percent of the PC/laptop Internet users are 25 to 34.More than one third of mobile and PC/laptop Internetusers are in the mid-50 percentile of income earners,while one-fourth of those are in the highest incomebrackets.

Tablet users tend to be male, under 34-years-old, andthose with high income. Of tablet Internet users, 59percent are male, while 57 percent of PC/laptop Internetusers are male, according to the GWI study. Almost two-thirds of tablet Internet users are under 34-years-old (62percent), while 58 percent of PC/laptop Internet users are.



Global demographics for tablet users% of mobile users 16 to 64

GENDER

Female

Male

Tablet device Personal PC/laptop

59% 41% 57% 43%

AG E

16 to 24

25 to 34

35 to 44

45 to 54

55 to 64

24%

10%

38%

24%

21%

13% 28%

30%

INCOME

Bottom 25%

Mid 50%

Top 25%

Prefer not to say33%

17% 18%

35%

8%4%

26%

35%20%

18%


15/2414


Source: 2014 World Factbook, Central Intelligence Agency, Internet World Stats 2014


Digital Hot Spots 2014

HOTTEST mobile > 75%

Internet > 50%

HOT IN MOBILE mobile > 75%

Internet 50%

HOT IN INTERNET mobile < 75%

Internet > 50%

COOLEST mobile < 75%

Internet >< 50%

World Newsmedia Network has constructed the DigitalHot Spots map each year since 2006. The map showsthe nations with the highest penetrations of Internet andmobile users in red, the highest concentrations of mobile

but not Internet in purple, and the countries with a highpenetration of Internet but not mobile in green. Thosenations shaded in blue continue to underperform in bothmobile and Internet penetrations, according to globalCentral Intelligence Agency and Internet World Statsdata.

Since 2006, the world has seen dramatic growth inmobile and Internet penetrations. An important changestarted in 2011 is the shift toward mobile-focused accessof the Internet, particularly in Africa, Latin Americaand parts of Asia. The main drivers of this shift areinexpensive smartphones and connectivity that aremaking it possible for people of limited means to accessthe Internet.

From 2013 to 2014, a variety of countries are graduatingfrom the ranks of unconnected to connected via PC andmobile. The most notable changes are China, India and ahost of Latin American and African countries, all whichhave moved to mobile hotspots, with more than 75percent mobile penetrations.

The mobile Internet could bring billions of people intothe connected world, thus levelling the playing field for

the access to essential news and information, accordingto the McKinsey Institutes Disruptive Technologiesreport, released in May 2013.

The questions are, will the smartphone handset makers

be able to mass produce affordable phones for thesepopulations, and will telecoms in these African, LatinAmerican and Asian countries budge on providingdeeply discounted subscription plans for these new, but

cash-strapped customers? At the moment, the fastestincreasing mobile subscription charges are happening indeveloping countries, according to a McKinsey study.

These surging mobile Internet and smartphone trendscreate game-changing scenarios for media consumersand media companies for a number of reasons:

Level the playing eld for the access of news andinformation for everyone, regardless of socio-

economic status, in the developing world, and toimprove digital literacy for all

Improve transparency of government through a widerdissemination of information across societies

Enable services necessary for daily existence, suchas banking and weather information, which arecurrently either out of reach or difficult to access formany

Better understand the unique needs for featurephone and smartphone users in the developing worldthrough the analysis of Big Data

Enable cheap communications through popular chatapps, such as WeChat and WhatsApp

Apps

The most popular apps downloaded and used byglobal app users ages 16 to 64 are by far game apps,


16/2415

set, and most used on tablets by the 45-to 54-year-oldage group, according to the Reuters Institutes DigitalNews Report 2014.

Magazines bouncing back

Magazines continue to hold steady to their stableperformance since recovering from the economic crisisof 2008-2009. Magazine adspend continues its flat

performance in its No. 1 stronghold, the United States,while in other parts of the world, magazines are losingslivers of share, according to ZenithOptimedia.

PricewaterhouseCoopers corroborates Zeniths

followed by a variety of entertainment, music andsocial networking apps, according to GWIs DeviceReport 2014. Respondents were asked which apps theydownloaded and used in the last month.

The most popular downloaded apps were games, music,entertainment, utilities, social networks, books andnews. The most popular apps actually used were games,social networks, music, entertainment, utilities and

news.

In the United Kingdom, the percentage of weekly newsapp usage on smartphones and tablets depends on age.News apps are most used on smartphones by the younger


l l I

l i

Apps downloaded and used in the past month, 2013% of global app users 16 to 64

l

l

l

l

l

l

l

l

l

l

l

l

l

l

l

l

l

l

APPS DOWNLOADED



Q4 2013Q3 2013Q2 2013Q1 2013

Games

Music

Entertainment

Utilities

Social networks

Books

News

Banking/Financialservices

Travel

Health and fitness

VOIP (i.e.Skypeor Viber)

Location-basedservices

TV application

Lifestyle

Sports

Work related service

Business

Live event

Augmented reality

None of the above

0% 80%60%40%20%

APPS USED

Q4 2013Q3 2013Q2 2013Q1 2013

Games

Social networks

Music

Entertainment

Utilities

News

Banking/Financialservices

Books

Travel

Lifestyle

Health and fitness

Sports

VOIP (i.e.Skype or Viber)

Location-basedservices

TV application

Business

Live event

Augmented reality

Work related service

None of the above

0% 80%60%40%20%


17/2416


predictions by saying magazines global revenueswill hold steady until 2018, as noted in its GlobalEntertainment and Media Outlook 2014-2018.

Magazines garnered 7.9 percent of the worlds adspendin 2013, which is expected to drop 19 percent to 6.4percent by 2016, according to Zenith. The decline inmagazine and newspaper adspend is largely caused bythe adspend shift to digital. The majority of adspendgains are in desktop Internet and particularly mobileInternet adspend for the foreseeable future.

The bright spot in the magazine industrys revenue

picture is consumer magazine digital advertising revenuearound the world. In the United States alone, consumermagazine digital ad revenue is projected to grow 22.4percent to $3.9 billion in 2014, and almost double to$7.6 billion by 2018, according to PwC. For digitalconsumer magazine circulation, global revenues areexpected to surge 42 percent from 2013, and would

reach $743 million in 2014. Digital circulation revenueis expected to reach $1.5 billion by 2018, according toPwC. Meanwhile, print circulation revenue is expectedto fall to $7.1 billion in 2014, and further drop to $6.2billion by 2018, PwC reported.

Newspapers lose market share

The newspaper industry worldwide is suffering theloss of market share, the rate of which is expectedto accelerate between 2014 and 2018, according toPricewaterhouseCoopers.

According to ZenithOptimedia, in 2013 the globalnewspaper industry held a 16.9 percent adspend share,which is expected to drop to 13.7 percent by 2016.

Meanwhile, mobile Internet adspend is expected to see

the most dramatic growth, a 181.5 percent surge from2.7 percent share in 2013 to a projected 7.6 percent sharein 2016. The more established desktop Internet adspendshare is expected to increase a more modest 7.7 percent,from 18.1 percent to 19.5 percent during that period.

Newspapers in the biggest markets around in the world,North America and Western Europe, began seeingdramatic slides in advertising expenditure beginning in2002. These declines are expected to continue through2016, ZenithOptimedia reports.

However, the iconic saying, Newspaper revenues are

rising in the east and setting in the west, continues tobe true. The newspaper industry in Asia/Pacific regioncontinues to recover from the global economic crisis of2008-2009, and is growing its adspend steadily, thanksin large part to growth in India and China. Meanwhile,Latin America is seeing a dramatic rise in adspend sincethe economic crisis, from about US$4 billion in 2008 toalmost $10 billion projected for 2016.

Paid digital newspapersubscriptions rise

The bright spot for newspapers around the world isthe growth of digital news subscriptions, according tothe Reuters Institute and PwC. Digital subscriptionsare growing in the double digits, driven by smartsubscription pricing schemes and paywall technologiesthat allow readers to test drive the newspaper beforecommitting to a subscription.

The percentage of news site users who are paying forcontent in a variety of countries has risen in the doubledigits from 2013 to 2014, according to the ReutersInstitute Digital News Report 2014. Denmark andthe United States, the most mature news subscriptioncountries, have the lowest percentages of growth,12 percent and 8 percent, respectively, suggesting aslowdown and perhaps an eventual levelling off ofwillingness to subscribe.

News apps usage on smartphones and

tablets, by age

Percentage of weekly news apps accessed on smartphones

and tablets in the UK

Source: Reuters Institute Digital News Report 2014


45-54 GROUPUSE MOST NEWSAPPS ON TABLET

18-24

25-34

45-54

55+

35-44

SMARTPHONE TABLET

20%

15%

10%

5%

0%

18%

16%

18%

13%

7%

3%

5%

7%

10%

8%

Source: Global enter tainment and media outlook, 2014-2018, PwC, www.pwc.com/outlook;

Informa Telecoms & Media


Driven by digital, total magazine revenuewill return to growth in 2015

Total global magazine revenue, in billions of US$, split by digital and print;

and % year-on-year growth, 2009-2018

120

100

80

60

40

20

0

2%

0%

-2%

-4%

-6%

-8%

-10%

-12%

R

E

V

E

N

U

E

YEAR-ON-YEAR

GROWTH

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Digital magazine publishing revenue

Year-on-year growth

Print magazine publishing revenue


18/2417

i i i

l i

Newspaper advertising expenditure, 2002-2016

In billions of US$ at current prices

l l

Source: ZenithOptimedia 2014


North America Asia/PacificWestern Europe Central & Eastern Europe Latin America Middle East & North Africa

0

10

20

30

40

50

60

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


Meanwhile, the year starting in mid-2013 has markedperhaps the turning point of users willing to pay foronline news subscriptions. The most dramatic growth inonline news subscribership was in Brazil, which reporteda 25 percent surge in subscribers, from 40 percent to 65

percent of users paying for digital news subscriptions.The United Kingdom was not far behind, with 21 percentgrowth, from 42 percent to 63 percent of users; followedby France with 19 percent growth, from 28 percent to 47percent; and Germany with 17 percent growth, from 37

percent to 54 percent.

For those non-subscribers, many responding to theonline survey said they are very or somewhat likely tosubscribe in the future for the brands they like. The mostwilling to consider paying for subscriptions in the futureare those from Brazil, 61 percent; Italy, 23 percent;Spain, 21 percent and Germany, 15 percent. Denmark,Finland and the United States were all tied at 11 percent,followed by France, 10 percent; Japan, 8 percent and theUnited Kingdom, 7 percent.

Online Publishers Associationsubscription report

2013 and 2014 have marked the years of mindsetchanges for publishers regarding subscriptions. Many

Ongoing digital news subscriptions,2013 to 2014

Percentage of users paying for digital news

via subscriptions, by country

*Those saying they were very or somewhat likely to pay in the future for brands they liked

Source: Reuters Institute Digital News Report 2014


Percentage of non-subscribers saying they may pay for news subscriptions

in the future, by country

Likely* 11%

US

7%

UK

15%

GER

10%

FR

11%

DEN

11%

FIN

21%

SPA

23%

ITA

61%

BRA

8%

JAP

2013

2014

Change

60%

68%

+8%

US

42%

63%

+21%

UK

37%

54%

+17%

GER

28%

47%

+19%

FRA

63%

75%

+12%

DEN

40%

65%

+25%

BRA


19/2418


media companies are pushing hard to drive successwith their paid content strategies.

According to an Online Publishers Association studyin 2013, Digital Subscription Strategies Pay Off,

media company executives responsible for subscriptionstrategies emphasised that it is not just charging forcontent, but also retaining customers by engagingthem, that is key. This can be accomplished by applyingdata-driven audience analytics to the subscriptionstrategy.

Retention and churn are huge issues for a digital

subscription business. This has been a world of

revelation its not something the publishing industryhad to deal with before. There are thresholds in usage

(engagement) that show when people are likely to

cancel subscription; this is what drives our productmanagement measure of success is how much new

features drive the engagement on the site.

Rob Grimshaw, managing director,FT.com

Engagement is very important to success we need

to convince people to spend more time with the NewYork Times and thus value their subscription more.

Our recommendation engine is one such effort.

Denise Warren, EVP, Digital Products& Services, The New York Times

We take inspiration from companies like Amazon,

which spend a lot of time acquiring a customer andthen spend an equal amount of time programmatically

[i.e. applying data science] keeping the consumer

engaged.

Michael Rolnick, head of digital /chiefdigital officer, The Wall Street Journal

The connection between subscriptions and the ability tosell higher-value advertising units is ramping up.

When consumers login on the website we know who

they are...we can marry the behaviour to demographicand subscription data. This allows us to not only target

the consumer as we pitch our internal products and

content, but also allows advertisers to target better.

Kim Miller, VP, Digital & TraditionalConsumer Marketing, PEOPLE brand,Time Inc.

Daily newspapers dominate the subscription revenuelandscape in the United States, garnering 69 percent ofthe subscription revenue, or US$10.4 billion. Cable newsfollows, with 18.5 percent or $2.8 billion, and weeklynewspapers take 6 percent, or $850 million. For-profit,digital-native newsmedia draws less than 1 percent of

U.S. subscription revenue across sectors

Annual subscription estimates, 2012-2013

Note: Figures represent the most recently available data (2012-2013). Numbers may not equal 100%

due to rounding.

Source: State of the News Media 2014, Pew Research Center


69%

6%

1.5%

2%

1%

18.5%

3%


20/2419


subscription/circulation revenue, according to Pew.

Television maintains stronghold

Television continues to be the most powerful advertising

medium in the world, in every region, usually by asizeable lead, compared to other media. Televisionadspend continues its strong lead compared to othermedia, according to a 2014 report by ZenithOptimedia.Comparing TV adspend in 2013 and projections for2016, TV loses 0.9 percentage points of global adspendshare at the hands of surging desktop Internet and mobileInternet adspend, and is buffered by sharply fallingnewspaper adspend.

Zenith projects TV adspend will dip from 40.1 percentto 39.2 percent from 2013 to 2016, compared tonewspaper adspend, which is estimated to drop from16.9 percent to 13.7 percent, and magazine adspend from7.9 percent to 6.4 percent. Meanwhile, mobile Internetadspend is expected to see the most dramatic growth,a 181.5 percent surge from a 2.7 percent share in 2013

to a projected 7.6 percent share in 2016. The moreestablished desktop Internet adspend share is expected toincrease a more modest 7.7 percent, from 18.1 percent to19.5 percent during that period.

TV adspend share is particularly strong in the developing

world in Latin America, the Middle East and NorthAfrica and Central and Eastern Europe, where TVgarners more than half of the advertising pie, while thedeveloped world in North America, Western Europe andAsia draw one-third to 41 percent of the pie, even thoughthese three regions together represent almost 85 percentof all of the TV adspend in the world.

Television advertising expenditure continues to expandin most regions of the world. Zenith projects a steepupward trajectory for North America, the Asia/Pacificand Latin America and a moderate climb for Central &

Eastern Europe. Meanwhile, Zenith projects WesternEurope and the Middle East & North Africa will remainrelatively flat for TV ad expenditure.

Not only are there marked differences between the way

i i i

l i

TV advertising expenditure, 2002-2016In US$ millions at current prices

l l

Source: ZenithOptimedia 2014


North America Asia/PacificWestern Europe Central & Eastern Europe Latin America Middle East & North Africa

0

10

20

30

40

50

60

70

80

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016


21/24


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