Archive for January, 2013

AD SPEND BY SECTOR: CONSUMER GOODS MARKETERS SPEND BIG

Despite moderate global growth in advertising spending, fast-moving consumer goods (FMCG) companies continued to invest—and invest more—according to Nielsen’s quarterly Global AdView Pulse report. The largest sector by ad spend market share, with roughly a quarter of all dollars spent (25.1%), FMCG saw a six percent increase in ad spend in 2012 through September. FMCG was joined by telecom, media and automotive as the top sectors for year-over-year ad growth.

 

FMCG: FMCG spending grew most in Q3 (9.6%), driven largely by increases in food and drink advertising. Advertising in the Middle East and Africa contributed significantly to these gains, with a regional year-to-date increase in FMCG spending of 41 percent.

 

Telecommunications: Telecommunications advertising unsurprisingly continued to lead the sectors for growth in year-to-date advertising spend (+6.6%).

 

Media: Within the media sector, broadcasters spent 8.3 percent more in ad spending for 2012 to date. This jump may be in part due to an increase in broadcasters advertising on their own channels, as they promote their content and fill spots not sold to other advertisers.

 

Automotive: Q3 is traditionally big for the automotive industry, as the sector saw a 6 percent increase in the first three quarters of 2012 over the same period in 2011.

 

 

 

 

 

Download the Q3 2012 Global AdView Pulse Report here.

 

METHODOLOGY

Nielsen Global AdView Pulse measures ad spending for TV, newspapers, magazines, radio, outdoor, cinema and Internet display advertising. Some markets may exclude select media due to data availability.

 

The external data sources for the other countries included in the report are:

Argentina:  IBOPE

Brazil:  IBOPE

Croatia:  Nielsen in association with Ipsos

Egypt:  PARC (Pan Arab Research Centre)

France:  Yacast

Greece:  Media Services

Hong Kong:  admanGo

Japan:  Nihon Daily Tsushinsha

Kuwait:  PARC (Pan Arab Research Centre)

Lebanon:  PARC (Pan Arab Research Centre)

Mexico:  IBOPE

Pan-Arab Media: PARC (Pan Arab Research Centre)

Portugal:  Mediamonitor

Saudi Arabia:  PARC (Pan Arab Research Centre)

Spain:  Arce Media

Switzerland:  Nielsen in association with Media Focus

UAE:  PARC (Pan Arab Research Centre)

 

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Emerging Markets in Asia-Pacific Propel Digital Ad Spend Growth in the Region

Indonesia will lead in growth, but from a small base

Asia-Pacific is already a digital ad giant, with expenditures in the region having reached $27.3 billion last year, according to eMarketer’s forecast for digital ad spending. The region is expected to become the second-largest digital ad market in the world by the end of this year, surpassing Western Europe by nearly $2 billion.

The major emerging markets of Indonesia, China and India will increase faster than Asia-Pacific’s overall regional growth through 2016, while mature markets in Australia, Japan and South Korea will continue to increase at a steady but unspectacular clip.

India and China will see growth of around 30% each this year, and maintain a pace of increase of about 20% or higher throughout the forecast period. The amount marketers will devote towards digital ad spending in Indonesia is forecast to see especially high growth, though this will be primarily due to the fact that the country recorded only $140 million in digital advertising last year.

Having achieved a peak 25% increase last year, Asia-Pacific will experience considerable growth throughout the forecast period, eMarketer estimates, spurred largely by digital ad spend growth in these emerging markets.

By 2014, marketers in China will invest more in digital advertising than their counterparts in Japan and the UK, as China pushes ahead to the No. 2 spot in worldwide digital ad expenditures. Despite their high growth rates, India and Indonesia will continue to account for the smallest share of digital ad dollars in the region.

China’s share of digital ad spending in Asia-Pacific is expected to rise to 36.1% in 2016 from 27% in 2012, while Japan’s share will drop from 35.1% to 25.8%. The two countries will account for the lion’s share of digital ad spending in the region through 2016, according to eMarketer’s forecast.


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What Facebook Paid Messages Could Mean for Brands

Paid messages may make the service more relevant and appealing to social media marketers

In its quest to drum up new sources of revenue, social network giant Facebook is currently testing a paid messages program that will enable users to reach out to those outside their network of friends for a fee of $1 per message. Although the service is early in the testing phase, it holds potential to alter the messaging function for both brands and consumers alike.

According to a December study by AYTM Market Research, 26% of surveyed US Facebook users reported sending and receiving messages often. Moreover, 35% said they sometimes used the messaging feature. The survey showed that only 13% of users never used the service.

Facebook is currently only testing paid messages for individuals, but should the program take off, it is likely that brand marketers will want in on the action. The pay option lets a user pay $1 via credit card to send a message to a Facebook user outside of his or her friend base. AYTM surveyed Facebook users about this capability and found the vast majority in opposition—90% of users said they would definitely not pay $1 to send messages to users outside their network. Brands might be less opposed to the option, however.

To date, social media marketers have not relied much on the message function to interact with Facebook users. Messages work differently for brand pages than they do for individual Facebook users. Brands are able to respond to a user’s wall post on their page via a personal message. They are also able to respond to an individual’s private message, but they aren’t able to message users of their own accord.

Data from the Relevancy Group indicated that in April 2012, 46% of US marketers reportedly used Facebook messaging as a marketing tactic. However, when looking toward the next 12 months, only 19% said they planned to continue using Facebook private messages.

When announcing its experiment with paid messages, Facebook stated that changes to communication tools are actually designed to bring more relevant messages to a user’s inbox. Facebook also recently added inbox filters so users can choose who they receive messages from and cut down on unwanted spam.

If Facebook’s experiments with paid messages are successful and they result in increased consumer usage of the messaging function, it’s likely marketer demand for a similar paid function will grow. Now that marketers can pay to appear on a user’s newsfeed, the ability to send relevant and targeted private messages to likers of their brand—rather than simply respond to user posts or messages—may soon be on the horizon.

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Nielsen Tops of 2012: Digital

 

Smartphone owners became the majority of mobile phone users for the first time this year, growing from 49 percent of mobile subscribers in Q1 2012, to 56 percent by Q3 2012. Mobile app usage also continued to grow. Among the top 10 mobile apps, Twitter was the fastest growing Android app, and the Facebook Messenger app grew the most among iPhone apps.

Google remained the top Web brand, with an average 172 million unique visitors each month between January and October 2012, followed by Facebook, which garnered an average of 153 million visits each month. Online video continued to grow in 2012, but YouTube remained the top online video source, averaging 132 million unique viewers during the year.

 

Market share of Smartphone Operating Systems, during Q3 2012 in the US

Top 10 U.S. Web Brands of 2012
Rank Site Avg # of Unique Visitors
per Month
 1 Google 172,649,000
 2 Facebook 152,996,000
 3 Yahoo! 141,579,000
 4 YouTube 128,341,000
 5 MSN/WindowsLive/Bing 127,822,000
 6 Microsoft 92,764,000
 7 AOL Media Network 86,638,000
 8 Amazon 78,128,000
 9 Wikipedia 76,031,000
 10 Ask Search Network 73,361,000
Source: Nielsen. Data from January 2012 – October 2012 (Total). Ranked on average monthly unique audience.Read as:  During 2012, 172.6 million people, on average, visited Google.

 

Top 10 U.S. Online Destinations for Video of 2012
Rank Site Avg # of Unique Viewers
per month
Avg # of  Streams
per month
 1 YouTube 132,468,000  15,004,387,000
 2 Yahoo! 39,725,000  354,024,000
 3 VEVO 37,714,000  547,615,000
 4 AOL Media Network 24,563,000  446,363,000
 5 Facebook 23,910,000  111,737,000
 6 MSN/WindowsLive/Bing 22,601,000  215,803,000
 7 The CollegeHumor Network 20,164,000  72,519,000
 8 Hulu 14,627,000  832,515,000
 9 ESPN Digital Network 13,081,000  245,667,000
 10 Perform Group 11,554,000  71,396,000
Source: Nielsen. Data from January 2012 – October 2012 (Total). Ranked on average monthly unique viewers.Read as:  During 2012 132.5 million people, on average, streamed video from YouTube each month.

 

Top Android Apps of 2012
Rank Apps Avg Unique Users YTD Change %
1 Google Search 46,386,000 54%
2 Gmail 44,516,000 45%
3 Facebook 42,379,000 48%
4 Google Maps 41,976,000 41%
5 YouTube 32,223,000 70%
6 Pandora Radio 11,600,000 55%
7 Twitter 10,674,000 122%
8 Adobe Reader 10,354,000 64%
9 Advanced Task Killer 9,569,000 -11%
10 The Weather Channel 8,983,000 59%
Source: Nielsen, Data from January – October 2012 (Android only). Ranked on average monthly unique users.Read as: During 2012 46 million Android smartphone owners used the Google Search app on average each month, growing their unique users 54% between January and October 2012.

 

Top 10 iPhone Apps of 2012
Rank Apps Avg Unique Users YTD Change %
1 Maps 32,365,000 23%
2 Facebook 28,585,000 51%
3 YouTube 22,626,000 -4%
4 Stocks 21,080,000 51%
5 Weather 20,531,000 41%
6 Facebook Messenger 10,458,000 544%
7 The Weather Channel 10,446,000 54%
8 Twitter 9,748,000 47%
9 Pandora Radio 9,563,000 47%
10 Instagram 6,910,000 197%
Source: Nielsen, Data from January – October 2012 (iOS only). Ranked on average monthly unique users.Read as: During 2012 28 million iPhone owners used the Facebook app on average each month, growing their unique users 51% between January and October 2012. SOURCE