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Archive for April, 2011

eMarketer Webinar: Video Advertising
Engagement—Trends for Marketers

Posted By:

David Hallerman

To listen and watch playback of the webinar, Video Advertising Engagement—Trends for Marketers, click here. You can view the PowerPoint deck below.

View more presentations from eMarketer

Key takeaways include:

  • What are the primary metrics for measuring video engagement?
  • What kind of targeting can be done with video?
  • How do consumer control, viral ads and social media work together to enhance video engagement?
  • How can sponsored video content create engagement?

About David Hallerman

David Hallerman is eMarketer’s expert in US online advertising and marketing, covering online video advertising, search marketing, internet ad targeting, email marketing and ad spending across media. He is frequently quoted in top business publications and broadcast programs.

Sponsored by Undertone.

Undertone

Posted on April 28, 2011.    

Mobile Ad Spending Growth Expected for BRIC Countries

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Mobile user populations in Brazil, Russia, India and China have stabilized

NEW YORK, NY (April 19, 2011)—Overall ad spending levels in India, Russia and Brazil are still low, but the Chinese market will see nearly half a billion—$448.7 million—in mobile ad spending this year. Next year, eMarketer predicts, advertisers in China will spend nearly $717.8 million on mobile.

eMarketer’s estimates of mobile ad spending include display, search and messaging-based formats and are based on a meta-analysis of data from several firms as well as overall trends in advertising and mobile markets.

Spending growth this year will be highest in Brazil and China, where it will more than double. Between 2012 and 2015, eMarketer expects strong, double-digit annual growth in all four countries. Growth rates will start to taper off as these markets mature.

“Marketers, whether local players or subsidiaries of global firms, must consider putting mobile in their marketing mix if they want to effectively target BRIC consumers,” said Noah Elkin, eMarketer Principal Analyst.

Ad spending in BRIC is following fast-growing mobile internet and phone usage in the countries. The number of mobile phone users in China currently exceeds the total population of the United States, with nearly half of Chinese mobile phone users, or 371.2 million people, expected to use the mobile web at least monthly by the end of 2011. By 2015, over 600 million mobile users in China will be mobile internet users, making China by far the largest single-country market for the mobile web.

“Mobile devices play an increasingly vital role as a primary internet access mode for consumers in emerging markets,” Elkin said. “To an even greater extent than in developed markets, mobile devices function as portable computers, and with the steady growth in 3G services and the growing availability of low-cost smartphones, expect this trend to deepen.”

In Russia, mobile web penetration will go from 29% of mobile users this year to 36% by 2015. Growth in India and Brazil will be more dramatic. Triple-digit growth in mobile web users in India will end this year, but penetration will rise from 12% in 2011 to 34% by 2015. In Brazil, 11% of mobile phone users will be online this year, rising to one in four by 2015.

Compared to the US, BRIC countries are still spending less on mobile ads. China will spend less than half of what the US spent this year, though its growth rate is more than double that of the US.

About 80% of the US population, or 250.9 million people, will be mobile phone users in 2011, according to eMarketer. Of that group, 40.3%, or 101.1 million people, will be mobile internet users this year.

About eMarketer
eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Media Contact:
Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
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Posted on April 19, 2011.    

Retail Industry Continues to Lead in Online Ad Spending

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Consumer packaged goods industry ups its share of online spend

NEW YORK, NY (April 18, 2011)—Retailers spend more on internet advertising than any other industry, according to new eMarketer estimates that break down total US online ad spending by vertical.

Retailers are expected to spend $5.73 billion on online advertising this year, up from $5.16 billion in 2010, accounting for more than one in every five online ad dollars.

While the retail industry will see double-digit growth of 11% in 2011, other verticals will increase spending more quickly. Consumer packaged goods (CPG) spending will increase 29% to $2.66 billion this year, automotive spending will rise 14% to $3.24, and healthcare and pharma will boost online spending 13% to $1.17 billion.

The growth of online video ads—especially among brand marketers who have traditionally focused heavily on TV advertising—is a primary contributor to the growing market share of CPG and automotive companies. In 2009, CPG spending made up 6% of the overall $22.66 billion spent on internet ads that year, but by 2015 that proportion will rise to 13%. Automotive advertisers’ share of overall online spending is expected to grow from 11% in 2009 to 13% by 2015 as the industry continues to recover from the recession.

“Many industries that have traditionally focused on TV and print now see online video as an ideal and more cost-effective way to extend and complement their existing campaigns,” said Victoria Petrock, senior research analyst at eMarketer.

Healthcare and pharma spending will continue to move online, but spending will likely be affected by the loss of patent protection for several blockbuster drugs and forthcoming guidelines from the US Food & Drug Administration, which many in the industry hope will provide clearer direction for how pharmaceutical products can be marketed online.

As a result of this growth, more mature online advertising verticals—including telecom, financial services and travel—are expected to lose share through 2015.

“Online spending in these industries will grow,” Petrock said. “But they will constitute less of the online spending pie because many are already heavily invested online.”

About eMarketer
eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Media Contact:
Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
Twitter

Posted on April 18, 2011.    

eMarketer CEO Geoff Ramsey Receives Industry Achievement Awar

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Ramsey acknowledged for outstanding service, breakthrough ideas and fostering industry growth

NEW YORK, NY (April 12, 2011)—eMarketer co-founder and CEO Geoff Ramsey was honored with the Industry Achievement Award today at the ad:tech conference in San Francisco.

“Thought leader, translator, counselor and scintillating PowerPoint Jedi, Geoff Ramsey has made the digital marketing world understandable and urgent for literally thousands of practitioners,” said Brad Berens, Chief Content Officer of dmg :: events, ad:tech’s parent company.

The Industry Achievement Award honors individuals in the digital marketing space who have demonstrated consistent outstanding service, generated breakthrough ideas and fostered industry growth.

Ramsey co-founded digital intelligence firm eMarketer in 1996 and became CEO in 2001. He built the company with the mission of providing a comprehensive view of the digital marketing landscape, helping businesspeople make sense of often conflicting numbers, trends and best practices. Under Ramsey’s leadership, eMarketer has grown to become the go-to authority on digital marketing, media and commerce.

A highly regarded speaker with a memorable presentation style, Ramsey speaks at major digital, media and corporate events including ad:tech, the Online Publishers Association (OPA), the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), Magazine Publishers of America (MPA), the Interactive Advertising Bureau (IAB), the Economist Conferences and Google. His engaging presentations even inspired a Facebook fan group titled “I Love Geoff Ramsey’s PowerPoints.”

Ramsey’s forthcoming book, Digital Impact: The Two Secrets to Online Marketing Success, co-authored with Vipin Mayar, EVP of McCann Worldgroup, is due out in June (available for pre-order now). The book has earned critical praise from industry leaders like the 4A’s CEO Nancy Hill, who called it “the definitive guide to creating engaging commercial content online.”

About eMarketer
eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Media Contact:
Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
Twitter

Posted on April 12, 2011.