Les pays émergents à la rescousse du marché publicitaire. Maurice Levy, le patron de Publicis. De simples relais de croissance, les pays émergents sont en train de devenir la roue de secours du secteur publicitaire, face à une Europe en panne et un marché américain qui risque de ralentir en 2011. /Photo d'archives/REUTERS/Charles Platiau De simples relais de croissance, les pays émergents sont en train de devenir la roue de secours du secteur publicitaire, face à une Europe en panne et un marché américain qui risque de ralentir en 2011. Maîtres en communication par essence, les publicitaires réunis au festival "Cannes Lions" la semaine dernière ont voulu faire un sort définitif au terme d'"émergents" pour qualifier ces pays dont ZenithOptimedia estime la croissance à 8,5% pour 2010 dans un marché mondial prévu en hausse de 2,2%. Maurice Lévy, le patron de Publicis, aime même à qualifier de "submergents" ces marchés qui, avec le numérique, devraient représenter 60% de son revenu d'ici trois à quatre ans contre environ la moitié actuellement.
BRIC. Russia. India: Emerging Market Online Powerhouse. The following is the third of a series on BRIC (Brazil, Russia, India, China) -- emerging markets online. With all the news lately focusing on China's lucrative internet opportunities, it would benefit marketers to start analyzing other countries in emerging markets-BRIC. My last article on Russia for example, focused on that country's huge potential for growth in mobile and broadband markets.
The third country in BRIC is India. The most recent Nasscom-McKinsey report states that India could build a $17-billion web-enabled industry by 2008. According to ComScore Networks, India is the ninth biggest country in terms of the total online population from its 10th position three months ago, and is rapidly outpacing countries like the U.S., China, and Japan. With a population of over one billion people, there is huge opportunity for internet growth in this market. Let's take a look at the advertising industry as an example. U.S. "What convinces a client is actual work. Elizabeth M. Mobile Services To Drive Advertising Revenue In Emerging Markets. As market penetration rates for mobile services continue to increase in emerging markets, advertisers are expected to significantly increase their spending on third-screen ad campaigns targeted towards users of mobile data services, according to a new report by Pyramid Research.
The report examined mobile advertising and revenue potential in the emerging markets of Brazil, China, Indonesia, Mexico, Romania, Russia, South Africa, and Turkey. Pyramid forecasts that mobile advertising will increase mobile data service revenues by 10 percent within the next five years, as mobile adoption rates grow globally. Mobile data services are on track to make up more than 33 percent of operators service revenues worldwide by 2013. Jan ten Sythoff "Fixed-line Internet and mobile platforms will take market share away from traditional formats in the short term and grow in line with economic recovery from 2011 onward," says Sythoff.
Mobile Services To Drive Advertising Revenue In Emerging Markets. Huge growth reported in emerging market mobile advertising. Growth in the world-wide mobile advertising market is up dramatically, and is particularly strong in emerging markets, says global mobile media company BuzzCity. South African mobile advertising shot up by an impressive 65% in the 2nd quarter of 2010 — the fourth highest, behind Kenya who recorded a massive 243% growth.
Vietnam grew at 273%, and Ghana showed a staggering 654% growth rate, although this is “off an admittedly very low base”. BuzzCity reports that worldwide there has been an increased focus on mobile advertising, with 44 countries delivering monthly traffic exceeding 10 million impressions per month, 12 more countries than were reported during the 1st Quarter. The company claims to have delivered a massive 12,8-billion ad impressions in the second quarter of 2010 across 200 countries, so their data presents a fair indication of the world-wide mobile advertising picture. Increased advertiser interest was noted from large players such as Google, Yahoo!