GLOBAL: The rapid expansion of mobile internet usage in recent years means that a quarter (24%) of all media consumption around the world is expected to be on mobile this year, up from just 5% in 2011, according to a new global study.
NAIROBI: Google has released a search app designed to take account of the prevalence of lower-end devices and slower connections across much of Africa and which allows consumers to use local languages.
ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.
STAMFORD, CT: US consumer media usage and exposure, including all digital and traditional media, edged up 0.3% to an average 70.7 hours a week in 2017, according to a new report, but time spent with ad-supported media declined.
NEW YORK/BARCELONA: The practice of targeting consumers by daypart needs to evolve beyond a focus on reach and look at the “need state” that drives them to turn to content at any given time, according to a new report.
MUMBAI: Online video consumption in India has grown by almost five times in just the past year, with long-form video of more than 20 minutes duration accounting for a full 96% of content, according to viewing activity on Hotstar.
NEW DELHI: It is estimated that India has around 430m internet users at present, but up to 80% of them still do not shop online, which means the potential for digital consumer spending is expected to more than double to $100bn by 2020.
JAKARTA: Indonesia’s marketing community has many reasons to feel optimistic in 2018 with rise of mobile customer experience, video content and chatbots emerging as key areas for brands, according to a senior agency executive.
Lucas Brown, Admap, February 2018, pp. 32-34
The way we consume media has changed beyond recognition, with many dividing their attention between multiple devices even though the human brain cannot handle this kind of multitasking or multiscreening.
Kathy Gardner, WARC Webinars, January 2018
Kathy Gardner, VP Media Insights at thinkTV, discusses the extent to which the media habits of the advertising industry differ from the 'average Canadian' and looks at how our personal media habits are biasing our assumptions of others' behaviors.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.