Publicidade online nos EUA continua concentrada no sites que sao Top

A publicidade online nos EUA cresceu 26,4% no 1o semestre do ano, na comparação com o mesmo periodo de 2006, segundo pesquisa do Interactive Advertising Bureau e Pricewaterhouse Coopers.

Chegou a quase U$ 10 bilhoes. De acordo com o relatório, os sites mais populares concentram as verbas dos anunciantes – os Top 50 receberam mais de 90% dos investimentos publicitários na web na 1a metade do ano.

Considerando apenas os Top 10, a concentração chega a 70% dos investimentos. A publicidade em busca é o formato mais popular, com 40% dos investimentos.

(Via BlueBus)

Banda larga do Terra cresce 35%

Dado se refere ao primeiro semestre; assinantes no período chegam a 2,4 milhões e audiência tem incremento de 40%
Renata Batochio

Paulo Castro, diretor geral do Terra, anunciou hoje os números do primeiro semestre de 2007, que somam 2,4 milhões de assinantes. Desse total, 1,9 milhão são de banda larga, segmento onde o Terra cresceu 35% em relação ao mesmo período de 2006.

O portal divulgou também um aumento da ordem 40% na audiência. Nas vendas de publicidade, o incremento foi de 33% no primeiro semestre. “A internet é certamente a segunda mídia de massa do Brasil”, garante Castro, referindo-se aos números do Ibope NetRatings que indicam 33 milhões de brasileiros conectados à rede mundial. De olho nesse mercado multimídia, o portal está investindo em novidades para o Terra TV oferecendo a maior tela de vídeo da web, com 480 X 360 pixels.

Fonte: MMOnline

Vendas pela internet têm alta de 49% no primeiro semestre

No primeiro semestre deste ano, as vendas pela internet totalizaram R$ 2,6 bilhões, com crescimento nominal de 49% sobre o mesmo período de 2006. A pesquisa da e-bit, que acompanha o comércio eletrônico nacional, não inclui as vendas de passagens aéreas, automóveis e sites de leilão.Um dos motivos foi o maior volume de vendas, que teve crescimento de 45%, impulsionado pelos novos consumidores. No final do ano passado, 7 milhões de pessoas já tinham feito pelo menos uma compra pela internet. Até o mês passado, já eram 8 milhões.

Pedro Guasti, diretor-geral da e-bit, afirma que a confiança no canal vem aumentando, e a indicação de amigos influencia nessa percepção. Outro fator importante foi o aumento da freqüência de compras pelos consumidores usuais, que também passaram a escolher produtos mais caros. A média do valor gasto nas lojas virtuais no semestre foi de R$ 296, 3% a mais do que em 2006.

Maio aparece como o melhor mês do período, por causa do Dia das Mães, respondendo por 19% do faturamento.

Para todo o ano, a projeção é que a movimentação chegue a R$ 6,4 bilhões, com alta de 45% sobre 2006. No segundo semestre, está concentrada a maioria das vendas, em parte por causa do Natal. No ano passado, o período de 15 de novembro a 23 de dezembro respondeu por 18% do faturamento.

Forecast Zenith

Global advertising expenditure by medium

 

US$ million, current prices Currency conversion at 2006 average rates.

	2005	2006	2007	2008	2009
Newspapers	120,367	125,043	127,916	131,369	135,011
Magazines	52,722	54,616	56,397	58,618	61,152
Television	151,191	161,389	168,988	180,318	188,759
Radio	34,225	35,225	36,283	37,461	39,064
Cinema	1,717	1,794	1,908	2,096	2,320
Outdoor	21,944	23,948	25,685	27,615	29,718
Internet	19,419	26,031	33,465	41,197	47,436
Total *	401,585	428,047	450,642	478,673	503,460

Source: ZenithOptimedia

* The totals here are lower than the totals in the ‘Advertising expenditure by region’ table above, since that table includes total adspend figures for a few countries for which spend is not itemised by medium

 

Share of total adspend by medium 2005-2009 (%)

	2005	2006	2007	2008	2009
Newspapers	30.0	29.2	28.4	27.4	26.8
Magazines	13.1	12.8	12.5	12.2	12.1
Television	37.6	37.7	37.5	37.7	37.5
Radio	8.5	8.2	8.1	7.8	7.8
Cinema	0.4	0.4	0.4	0.4	0.5
Outdoor	5.5	5.6	5.7	5.8	5.9
Internet	4.8	6.1	7.4	8.6	9.4

Comércio eletrônico terá alta de até 50% ao ano

Vender pela internet está deixando de ser um diferencial para os grandes varejistas para se tornar ferramenta básica na estratégia de conquistar novos clientes e não perder os antigos. Com projeção de crescimento do faturamento do comércio eletrônico entre 40% e 50% ao ano, pelos próximos três anos, ninguém quer ficar de fora da rede, informou a Folha de S. Paulo.As Casas Bahia e as redes de supermercados Carrefour e Wal-Mart já anunciaram que devem começar as vendas pela internet no próximo ano. Em 2007, a e-bit, que faz o acompanhamento do comércio eletrônico nacional, prevê um aumento de 45% no faturamento, saltando para R$ 6,4 bilhões.Para as Casas Bahia, a entrada nesse nicho está condicionada à ampliação da base de clientes com cartões de crédito da empresa. Já foram emitidos 2,5 milhões de plásticos, e a meta é vender pela internet quando chegar aos 4 milhões, o que pode acontecer em 2008.

Para Gerson Rolim, diretor executivo da Câmara Brasileira de Comércio Eletrônico, a entrada das Casas Bahia nesse nicho é uma quebra de paradigma. “Vai acelerar o crescimento [do comércio eletrônico no Brasil]. Acho que haverá pessoas que vão comprar pela primeira vez pela internet nas Casas Bahia”, afirmou. 
 

Inclusão
Além da chegada de novos varejistas, Rolim destaca o papel das classes mais baixas, que vêm impulsionando o setor graças à inclusão digital. Em setembro de 2000, os consumidores com renda familiar até R$ 3.000 eram 34% dos compradores on-line, dado que passou para 44% em 2006.Considerando todas as faixas de renda, havia 7 milhões de clientes em 2006, e a previsão é chegar a 9,8 milhões neste ano. Segundo Pedro Guasti, diretor-geral da e-bit, a projeção é de um aumento anual entre 30% e 40% nos próximos três anos.Ele avalia que menos de 2% das vendas do varejo brasileiro sejam virtuais, mas o número não é tão pequeno se comparado com o dos Estados Unidos, que, mesmo com o mercado já maduro, não passa dos 5%.

Em terras americanas, aliás, o ritmo do avanço do comércio eletrônico vem caindo. “No ano passado, foram 22% [de aumento no faturamento], contra taxas na casa dos 40% a 45% no início da década”, comparou.

Um dos motivos para a projeção de alta do faturamento estar acima da do número de consumidores no Brasil se deve ao fato de que os internautas estão comprando produtos cada vez mais caros, ampliando o leque antes dominado pela trinca livro/CD/DVD. Eletrodomésticos, eletrônicos, telefones e itens de informática, que eram 21% das vendas em 2002, responderam por 39% em 2006.

Fonte: e-bit

Intermeios – Jan – Abr 2007

Global Media Outlook: $2 Tril. by 2011

June 21, 2007
By Georg Szalai/The Hollywood Reporter NEW YORK The global entertainment and media industry will expand at a 6.4 percent compound annual growth rate over five years to hit $2 trillion in 2011, according to PricewaterhouseCoopers’ “Global Entertainment and Media Outlook: 2007-2011.”

One estimate likely to cause a stir includes the prediction that U.S. spending on Internet advertising and access will surpass spending on newspaper publishing in 2009.Globally, PwC expects Internet advertising and access spending to grow from an estimated $177 billion in 2006 to $332 billion in 2011, making for a 13.5 percent compound annual growth rate.

The U.S. remains the largest but also the slowest-growing media market in the world, expanding at an estimated 5.3 percent compound annual growth rate to hit $754 billion in 2011.

Asia Pacific will be the fastest-growing region at an estimated CAGR of 13.5 percent.

Digital media, particularly online and wireless, are pegged to be the key growth engines around the world, with nearly half of total industry growth expected to come from these two areas over the five-year period, according to the global consultancy.

PwC released its eighth annual Outlook forecast with these and other projections today.

Global advertising will increase at a 5.4 percent compound annual growth rate to expand from an estimated $407 billion in 2006 to $530 billion in 2011, the Outlook predicts.

According to PwC, the Internet will remain the fastest-growing ad medium, with a projected 18.5 percent CAGR to $73 billion, or 14 percent of total ad spend, by the end of the five-year period.

PwC projects double-digit growth in the online/digital and mobile fields in all territories around the world over the next five years to $153 billion, with TV distribution and video games also figuring as key growth engines.

Broadband households will grow by 300 million to 540 million, and wireless subscribers will increase by 1.1 billion to 3.4 billion worldwide, PwC also predicts.

“Content, distribution and technology companies need to aggressively seek out new relationships to accommodate the shift towards convergence,” said Jim O’Shaughnessy, global chairman of PwC’s entertainment and media practice.

In terms of regions, economic and media/entertainment growth will continue to boost the importance of Brazil, Russia, India and China (BRIC), according to PwC.

One particularly eye-catching projection by PwC calls for Asia-Pacific spending on the distribution of TV programming on mobile phones to jump from only $26 million in 2006 to $6.5 billion in 2011.

This 14.7 percent compound annual growth will be nearly three times the projected 5.5 percent increase for the rest of the world.

“Digital download-to-own streaming services will generate incremental revenue in the United States and EMEA,” PwC predicts. “Box office will be enhanced by digital cinemas in the United States, Europe/the Middle East/Africa and Asia Pacific and by modern theaters and more screens in Central and Eastern Europe, Asia Pacific and Latin America.”

The 6.4 percent global entertainment spending increase projected in PwC’s Outlook compares with the compound annual growth rate of 6.6 percent that last year’s report predicted for the 2006-10 time frame.

Brazilian Retail E-Commerce

Online retailers learn to make amigos.

In 2006, Brazilians spent more than BRL13.3 billion (approximately $6.5 billion) shopping online, according to a January 2007 report by Câmara Brasileira de Comércio Eletrônico and E-Consulting.

Furthermore, research by e-bit published in February 2007 shows a jump in online buyers from 7.0 million in 2006 to a projected online crowd of 9.8 million in 2007.

According to a case study published in February 2007 by CorreiosNet Shopping, The Brazilian Post’s e-commerce portal, the best-selling products sold online are books, magazines and newspapers (17%), CDs and DVDs (16%) and electronic goods (15%). The average purchase through CorreiosNet is approximately $140. Most buyers (38%) are between 35 and 49 years of age, followed closely by buyers between the ages of 25 and 34. Currently, the site hosts about 790 shops.

The leading e-commerce site by far is MercadoLivre, Brazil’s version of eBay. Rather than providing Web hosting for bricks-and-mortar shops, MercadoLivre is an online warehouse of sorts, selling items ranging from clothing to sunscreen. MercadoLivre also caters to a different economic grouping than the CorriosNet Shopping site.

Perhaps one reason for the expansion of online advertising in Brazil can be found in the mind-set of the population. In a study published by GlobeScan in May 2006, people in Brazil join those in Nigeria, Indonesia, India and Russia in having more trust in their media outlets than in their governments.

As everywhere, the issue of online trust is highly linked to the success or failure of e-commerce strategies. This is even more critical in Brazil, due to a specific characteristic of Brazilian society, which is based on the idea that social position is a direct result of the friends one has. Some analysts even report that Brazilians are unable to conceive of a relationship that is not based on friendship.

While this may be seen as a somewhat antiquated point of view regarding a quickly emerging and technology-friendly market, it still might pay marketers to keep in mind the old Brazilian axiom: Mais vale ter amigos na praça que dinheiro em caixa — “It is worth more to have friends in the marketplace than cash.”

Fonte: eMarketer

Brazil Beats a Path Online

The surdo is the huge bass drum that creates the driving beat of the samba, and that pounding rhythm can be heard throughout the Brazilian Internet today.

After lagging for a number of years, Brazil is finally dancing online.

Although home connectivity still remains too costly for the majority of Brazilians, the country already leads Latin America in the number of Internet users, ahead of both Argentina and Mexico.

Like most of the world, many Brazilians have become accustomed to going online as part of everyday life, with Internet usage increasing steadily from about 9% of the total population (17.5 million) in 2005 to an expected 22% of population (43.7 million) in 2011.

According to the new eMarketer Brazil Online report, although less than 15% of Brazil’s population currently uses the Internet either in their homes, at work or in online cafés and public access kiosks, by 2011 nearly a quarter of Brazil’s population will be online.

A survey of Brazilian adults conducted late last year by Ipsos Public Affairs for Núcleo de Informação e Coordenação do Ponto Br (NIC.BR) found that 40% of them used the Internet from home, while 30% accessed the Internet from a public paid access location, such as an Internet café. Smaller percentages went online at work or school.

However, Brazil now has the third-largest number of broadband lines in the Americas, behind only the US and Canada.

Research published by Point Topic shows nearly six million total broadband lines in use in Brazil.

In addition, Brazil has established a sturdy foothold in e-commerce, including both online purchasing and online advertising.

ZenithOptimedia ranks Brazil as the seventh-largest online advertising market in the world.

Fonte: eMarketer

European Online Ad Spending

Display ads are popular on the Continent.

Online advertising spending within the 13 countries of the IAB Europe network was Eur8.003 billion ($10.08 billion) in 2006, according to the Interactive Advertising Bureau (IAB) Europe’s “Pan-European Online Advertising Spend” study, analyzed by PricewaterhouseCoopers

The UK accounted for the largest share of European online ad spending, at 39% of the total. Germany accounted for 22%, France for 15% and the Netherlands for 7%.

Alain Heureux of IAB Europe said, “These figures demonstrate without any doubt the significance of the European online advertising industry.”

Nearly a third of online advertising spend in 2006 was on all forms of display advertising, 45% on search advertising, 22% on classifieds and directories and 1.6% on e-mail marketing.

In 2007, eMarketer estimates advertisers will spend $7.5 billion to reach all Western Europeans, up 25% from $6.0 billion in 2006.

Online advertising in the UK will account for as much as 18% of all media spending this year, according to GroupM. It is also the most expensive country in the world for online advertisers. By 2010, eMarketer estimates advertisers will spend $217 per Internet user in the UK, compared with $136 per French user and only $10 per Italian Internet user.

The US audience is something of a bargain by comparison: Advertisers spent $86 per American user in 2006, and they are projected to spend $130 per user in 2010.

Fonte: eMarketer