UBS 35th Annual Global Media & Communications Conference Day 1 Highlights
By Erina Lin, Tuesday 4 December 2007 at 06:15 :: General :: #941 :: rss
UBS 35th Annual Global Media & Communications Conference was held in New York from Dec. 3 to Dec. 5. Presenting companies on the first day included Universal McCann, ZenithOptimedia, the Newspaper Association of America, NBC Universal, and News Corp.
Universal McCann presented overall U.S. advertising performance in 2007 and the outlook in 2008. The total national advertising grew 3.1 percent in 2007, and the local level was even worse, with only 0.3 percent growth. The outlook for 2008 is rather optimistic, with 3.7 percent growth and a projection of $294 billion in total U.S. advertising.
ZenithOptimedia pointed out the global media growth is steadily growing, but at a slow rate, with a year-on-year growth around five to seven percent from 2005 throughout 2010. The emerging markets, such as Central & Eastern Europe, Asia Pacific (excluding Japan) and Africa/Middle East/Rest of World are the strongest growers.
The Newspaper Association of America estimated newspaper advertising outlooks for 2008. Retail and classified are expected to be negative and national will go flat, while online is estimated to grow strongly at 22 percent. Due to the housing and credit crisis, the Newspaper Association of America predicted the market will encounter a lowest point during the first half of next year, and will be back to stable in the latter half of 2008.
As a content provider, NBC Universal said technology provides a great opportunity to offer content wherever and whenever. Regarding the outlook for 2008, it will make its cable business a priority, and ensure the content quality of NBC entertainment. The company pointed out a current issue for all the content providers - there is no accurate metric to aggregate all the viewership right now, which makes all the cross media measurement more difficult.
Fox Interactive from News Corp. pointed out the fact that social networking is becoming the mainstream for the online population – almost 67 percent of Internet population use it, and spend 25.4 billion minutes on social sites collectively. They also overviewed their newly one-to-ad programme called “HyperTargeting” on MySpace, which allows advertisers to precisely target the consumers based on their expression of interests. As of October 2007, MySpace had more than 109 million unique visitors, and over 50.8 billion page views.
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