Last Tuesday, Mediaocean hosted a roundtable conversation of senior advertising leaders at the Guardian’s Changing Advertising Summit in London. The panel, led by Barnaby Chapman, Mediaocean’s Product Director, Europe, gathered some of the brightest thinkers from agencies and brands in the UK and Europe.
The topic? Media convergence—what it really means, the implications for advertisers, and where’s it’s headed next.
To put the new converged multiscreen world in context, here are a few interesting stats Barnaby shared with the group:
In 2013, per eMarketer:
- Global ad spend will reach $517B (up 3% YOY )
- Global digital ad spend will reach $117B (up 13% YOY)
- Global mobile ad spend will reach $16B (up 80% YOY)
Meanwhile, IAB/PWC found that, in first half 2013 in the UK:
- Digital ad spend crept over £3B (up 17% YOY)
- Mobile ad spend is £492M (up 127% YOY)
- 1 minute in 12 is now spent online
- Much of the spending growth stems from broader digital adoption on the part of consumers
For some more great thinking about convergence from Barnaby, check out this interview with him in the Guardian.