Hot Topic - Ad Spending
Ad spending growth forecasts are positive, just not so much. Continued economic uncertainty makes for lower expectations. And big diversions, whether sports or elections, aren’t making much of a difference. The winner, of course, is digital advertising.
That advertising powers a considerable portion of the media world is clear to one and all. The advertising people know this and leverage their investments for maximum benefit. Media people know it, too, and want their piece of the action. What advertising means to broader economics is the stuff of late night debate.
Providing juice to all media houses, ad spending reports and forecasts are watched carefully. The big trends haven’t changed much over the last year. As the summer of 2011 draws to a close, the tone has become ominous.
Online advertising is, without argument, the current growth engine for the advertising business. Behavioral advertising is its fuel. Targeting consumers more directly, more precisely, has had the advertising people in a lather for more than a hundred years.
By nearly every measure internet advertising is the fastest growing ad sector, taking money from all but television. The reasons are simple. More consumers attractive to advertisers are using the Web, certainly. More importantly, internet advertising is “cost effective,” meaning cheap.
The forecasts that came from the annual UBS Media conference in New York brought big smiles – global ad spending next year will be up, the TV spend will be up, the Internet continues it merry way, but when it comes to print that kind of got buried. After all, who likes bad news when you’re trying to promote the good?
Advertising has long been a target of scorn by the well-meaning, looking to cure all walks of evil. Laws keep bad ads from good people. But advertising has great potential for good. And governments want a piece of it.
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The Happy Advertising People
The advertising people are spending again. But things are different now and media people are feeling it. New media attracts attention and advertisers want to be where the action is. This ftm Knowledge file looks at the paradox of media and advertising. 120 pages PDF (September 2011)
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Country Market Data
- Armenia - Market Data (26/09/2011)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- Austria - Market Data (06/04/2009)
GDP trend, advertising spending, sectors
- Azerbaijan - Market Data (29/09/2011)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- Bulgaria - Market Data (02/01/2009)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- PR China - Market Data (25/05/2012)
population, per capita GDP trend, ad spending, ICT usage, press freedom, corruption
- Croatia - Market Data (16/05/2011)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- Denmark - Market Data (05/06/2012)
population, per capita GDP trend, ad spending, ICT usage, press freedom, corruption
- Estonia - Market Data (23/12/2010)
population, advertising spending, sectors, trend, internet access, press freedom
- Finland - Market Data (20/05/2009)
population, GDP, ad spending
- France - Market Data (18/10/2011)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- Georgia - Market Data (03/10/2011)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- Germany - Market Data (02/03/2011)
population, per capita GDP trend, ad spending trend, internet usage, press freedom
- Hungary - Market Data (21/12/2009)
population, per capita GDP trend, advertising
- Iceland - Market Data (08/06/2012)
population, per capita GDP trend, advertising spending, ITC usage, press freedom, corruption
- Italy - Market Data (15/01/2010)
population, per capita GDP trend, advertising
- Latvia - Market Data (23/12/2010)
population, advertising spending, sectors, trend, internet access, press freedom
- Lithuania - Market Data (23/12/2010)
population, advertising spending, sectors, trend, internet access, press freedom
- Macedonia - Market Data (17/05/2011)
population, per capita GDP trend, ad spending trend, internet usage, press freedom, corruption
- Moldova - Market Data (21/05/2010)
population, GDP, ad spending, internet usage, press freedom, corruption
- Norway - Market Data (05/06/2012)
population, per capita GDP trend, ad revenues, ICT usage, press freedom, corruption
- Poland - Market Data (02/08/2011)
population, GDP, ad spending, internet and mobile penetration, press freedom, corruption
- Portugal - Market Data (17/02/2012)
population, per capita GDP trend, ad spending, ICT usage, press freedom, corruption
Romania - Market Data (27/10/2010)
population, GDP trend, ad spending, press freedom ranking, corruption ranking - Serbia - Market Data (14/05/2011)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- Slovenia - Market Data (05/04/2010)
population, per capita GDP trend, ad spending trend
- Spain - Market Data (06/02/2012)
population, per capita GDP trend, ad spending, ICT and mobile usage, press freedom, corruption
- Turkey - Market Data (15/12/2009)
population, per capita GDP trend, advertising
- Ukraine - Market Data (06/02/2010)
population, per capita GDP trend, ad spending trend
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Media in Spain - Diverse and Challenged – new
Media in Spain is steeped in tradition. yet challenged by diversity. Publishers hold great influence, broadcasters competing. New media has been slow to rise and business models for all are under stress. Rich in language and culture, Spain's media is reaching into the future and finding more than expected. 123 pages, PDF. January 2018
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The Campaign Is On - Elections and Media
Elections campaigns are big media events. Candidates and issues are presented, analyzed and criticized in broadcast and print. Media is now more of a participant in elections than ever. This ftm Knowledge file reports on news coverage, advertising, endorsements and their effect on democracy at work. 84 pages. PDF (September 2017)
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Fake News, Hate Speech and Propaganda
The institutional threat of fake news, hate speech and propaganda is testing the mettle of those who toil in news media. Those three related evils are not new, by any means, but taken together have put the truth and those reporting it on the back foot. Words matter. This ftm Knowledge file explores that light. 48 pages, PDF (March 2017)
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