Emarketer the Global Media Intelligence Report

3 March 2017

For advertisers, success in the region depends on mastering the increasingly complex interaction between multiple strands of marketing and on building relationships with audiences wary of advertising, per se. But the omnipresence of media also enables marketers to grab consumers’ attention as never before, and to follow their every move as they evaluate brands, products and purchase options. Europe shares many of North America’s characteristics. Moreover, its population, like that of North America, is relatively af? uent.

Yet there are often major differences in culture and media penetration from one country to another, as well as variations in online and mobile habits. Regional marketers need to ? ne-tune their strategies accordingly for optimum results. Europe has been caught between Western in? uences and older, Soviet-era ones. This is still the case. Traditional media command large audiences, while the internet has a promising foothold. Advertising is less developed than in Western Europe or North America—yet in many countries in Eastern Europe, mobile is the most popular media channel.

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The bottom line: This region is ripe for marketing innovation, and there is plenty of room to experiment, even on small budgets. ¦¦ Western ¦¦ Historically, Eastern markets, such as those in Asia-Paci? c and Latin America, continue to claim an ever-increasing share of global ad spending. This transition has accelerated as growth in many Western economies has faltered. A number of advertisers are shifting their focus to countries with expanding populations and rising levels of consumption. advertising will remain a star performer.

In most mature markets, growth in online ad spending outpaced all other platforms in 2010. In a few less developed countries, however, web penetration remains low and internet advertising is still embryonic. Where this scenario coexists with national economic dif? culties, many advertisers will be tempted to stick with traditional media in the short term. devices are transforming the media landscape in every corner of the world. But mobile usage patterns can vary widely, even within a single region.

Marketers should be alert to the gender balance in mobile audiences, for example. Similarly, the link between af? uence and smartphone or mobile web adoption seen in many Western nations is not always a foregone conclusion in other regions. The Global Media Intelligence Report ¦¦ Digital ¦¦ Like ¦¦ Mobile Eastern Europe, Latin America registered rather low internet penetration in 2010, but reasonably high levels of mobile use. Unlike Europe, the region has an exploding population and an advertising sector growing at more than double the worldwide average rate.

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