Tuesday, December 04, 2007
Mark Sweney Guardian Unlimited Monday December 3 2007 The internet is set to overtake magazines to become the world's third largest advertising medium in 2010, according to a new report.
Media planning and buying agency ZenithOptimedia's global advertising report estimates that in 2010 the internet ad market will be worth almost $61bn (29.5bn), compared with the magazine market at around $60.5bn (29.3bn).
By 2010 the internet will account for 11.5% of global ad spend, trailing just TV, at a 37.5% share, and newspapers with 25.4% of an estimated $530bn (£257bn) total spend, according to Zenith.
Internet ad spend is currently ranked behind radio globally but will surpass the medium's share next year. In the more developed UK market digital ad spend passed radio last year.
The largest single internet ad market in money terms is the US, although the overall media spend share held by digital advertising in America is relatively low.
Digital ad spend growth will come from markets such as western Europe, says Jonathan Barnard, head of publications at ZenithOptimedia, a region which will go from £10bn this year to almost £20bn by 2010.
Other rapidly growing markets, while currently small, include China, which is predicted to grow from about £1.3bn now to £3.7bn in 2010.
In the more developed digital ad market in the UK, online already accounts for more than 15% of total advertising spend across all media.
However, ZenithOptimedia's report predicts that globally the medium will only break into a double-digit share of media spend - 10.4% - by the end of 2009.
Regions such as Latin America, for example, have been slow to shift spend online, accounting for around 2% of all media spend in the continent.
By 2010, however, internet ad spend as a share of all media will break the 15% mark in 10 regional markets around the world, according to ZenithOptimedia.
Currently just four markets have reached this milestone - Denmark, Norway, Sweden and the UK.
In these four markets the internet is predicted to top 20% of all media spend by 2010.
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Monday, December 03, 2007
From Dr. Kalter:
Dear Students,
As specialists in online marketing, we sometimes take it for granted that this aspect of marketing is experiencing dramatic growth. From the Center for Media Research, here are the newest figures on online consumer spending in the U.S. I recommend using this link to read the data on Cyber Monday, including the top sites visited by consumers.
Here is the link:
Research Brief for Monday, December 3, 2007:
http://www.centerformediaresearch.com/cfmr_brief.cfm?fnl=071203
--MK
Dr. Marjorie Kalter
Academic Program Director
Clinical Professor
Master of Science Program in Direct and Interactive Marketing
New York University
11 West 42nd Street
Suite 431
New York, New York 10036
1-212-992-3207
mk99@nyu.edu
According to comScore, Inc., more than $10.7 billion has been spent online during the season-to-date, marking a 17-percent gain versus the corresponding days last year. Cyber Monday saw $733 million in online spending, representing a 21-percent increase versus last year and an 84-percent jump from the average daily online spending totals during the preceding four weeks.
| Non-Travel (Retail) Spending 2007 Holiday Season To Date vs. Corresponding Days* in 2006 Total U.S. - Home/Work/University Locations (Billion $) | |||
|
| 2006 | 2007 | Pct Change |
| November 1 - 26 | $9.14 | $10.74 | 17% |
| Thanksgiving Day (November 22) | $0.21 | $0.27 | 29% |
| "Black Friday" (November 23) | $0.43 | $0.53 | 22% |
| "Cyber Monday" (November 26) | $0.61 | $0.73 | 21% |
| Source: comScore, Inc., November 2007 * Corresponding Shopping Days, Not Calendar Days | |||
comScore Chairman, Gian Fulgoni, said "Cyber Monday..., represent(s) the first significant spike in online holiday spending activity... with $733 million in sales, the first time a single day of online retail spending has broken the $700 million threshold."
And, comparing Cyber Monday to Black Friday, Nielsen Online reports that combined home & work traffic to the Holiday e-Shopping Index reached 32.5 million unique visitors on Cyber Monday. This was a 13% increase from Black Friday's combined home & work traffic of 28.8 million This is a 10% increase from Cyber Monday 2006.
Some other notable findings from the comScore report for Cyber Monday 2007 include:
- The number of online buyers was up 38 percent compared to Cyber Monday 2006, while the average dollars spent per buyer was down 12 percent. The decline in dollars per buyer may be due to two factors -- deeper and broader price discounts offered by online merchants this year and the fact that "new Cyber Monday buyers" tended to spend less online than returning buyers.
- 6 percent of the Internet users on Cyber Monday made an online purchase
- 44 percent of Internet users on Cyber Monday shopped online (i.e. visited an online retail site or used a comparison shopping engine)
- 60 percent of dollars spent online on Cyber Monday came from work computers, with the balance coming from home and university computers
On Cyber Monday most of the top online retail sites experienced significant gains in the number of visitors. Amazon Sites saw the most visitors on Cyber Monday 2007, up 26 percent gain versus the same day last year. Six out of the top ten retail sites saw their visitors more than double compared to the daily average over the four weeks preceding Cyber Monday.
| Top 10 Retail Sites (Ranked By Visitors) on Cyber Monday Total U.S. Home/Work/University Locations | |
|
| Retail Site Percent Change vs. Average Daily Visitors during 4 Weeks Preceding Cyber Monday |
| Amazon Sites | 50% |
| Wal-Mart | 103% |
| Target Corporation | 86% |
| Dell | 106% |
| Best Buy Sites | 110% |
| Yahoo! Shopping | 85% |
| Apple Inc. | 5% |
| Overstock.com | 139% |
| Circuit City Stores, Inc. | 136% |
| MSN Shopping | 261% |
| Source: comScore, Inc, November 2007 | |
| Online Non-Travel (Retail) Holiday Consumer Spending Total U.S. Home/Work/University Locations Billion $ | |||
|
| 2006 | 2007 | Pct Change |
| January - October | $77.5 | $93.6 | 21% |
| Holiday Season (Nov-Dec) | $24.6 | $29.5* | 20%* |
| Source: comScore, Inc., November 2007 *comScore forecast | |||
For more information, please visit here.
Thursday, December 6, 200712 Noon to 2
PMCRS Conference Room, Mezzanine East
Collections & Research Services will be holding the Bobst Book Sale inthe CRS Conference Room in the corridor of the East Mezzanine on Thursday, December 6.
We have a selection of used books available on a multitude of topics. Books priced at 50¢ or $1.00. Proceeds will benefit the Bobst Library Endowment Fund.
This event is open to members of the NYU community.
Only two more workshops this semester.
Space is still available. Sign up now!
REGISTRATION INFORMATION
Please send an email to ocmrsvp.scps@nyu.edu with the workshop title in the subject line. Include your full name, email address, phone number, and major.
Barriers to a Career Change
Thursday, November 29 at 6pm A career change can feel overwhelming. Knowing how to develop a plan of action can help you feel more confident about moving forward. This workshop will provide you with what you need to know to move forward.
Career Resources Orientation
Thursday, December 6 at 6pm The Office of Career Management has several resources geared towards SCPS students. You can find books that cover everything in the career development process, from assessments to writing a resume, as well as tools for networking and researching various career fields. Attend one of these orientations to learn about the different publications available and how to use them to help with your career goals.
