凯度：媒体有效性区域学习（42页）.pdf

1、#PowerOfConnection | 1 Media effectiveness regional learnings EuropeLatin AmericaNorth AmericaGreater China consumers spent more time across multiple digital options (especially several OTT players). The growth in digital media consumption has come from smaller towns (Tier II and III) and most of di

2、gital access is through mobile devices (with handset and data costs going down over time). Digital saw a huge growth in consumption of regional news and content. E-commerce also saw huge growth, some of which will continue even after pandemic. In an evolving and fragmented media landscape, the chall

3、enge advertisers face is to measure and deploy across the relevant touch points considering campaign objectives, target audience and context to reach consumers effectively and efficiently. TV will remain the medium for scaled reach, but digital touchpoints will offer an efficient and targeted option

4、 to connect with consumers. The rising potential touchpoints to tap into are OTTs (with growing subscriptions), audio (with podcasts bringing audio into the digital ecosystem) and online gaming (with 100 mn+ users added in India in 2020). Two Asian giants with a very different media focus Both China

5、 and India have been experiencing rapid economic and social transformation in the recent years and are often compared but the two Asian superpowers have very different media landscapes. Chinas advertisers are already spending more than 2/3rds of their media budget on digital. While offline ad spend

6、suffered from the pandemic in 2020, online ad spend did not and will continue to be a growth driver. Interestingly, unlike in most global markets, social media and online display are growing even faster than online video. China already sets trends in terms of digital marketing. With its massive and