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The document discusses managing pan-European marketing campaigns and the differences in internet access and digital activity across Europe. It notes that over 1 billion people in Europe have internet access, with 233 million online and 55.2 million with broadband access, but that broadband penetration varies significantly between countries. Effective campaigns need to account for differences in digital access as well as cultural differences between European countries.
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- 1. Managing Pan European Campaigns 27 September 2006 Nicholas Gill Vice President / Associate Director, Modem Media Europe
- 2. Source: eMarketer In 2006, over 1 billion people have Internet access… … almost 25% now also have broadband 233m online in Europe 55.2m Europeans on broadband
- 3. And we know broadband drives usage through interactivity & engagement Source: OfCom Q1 2006 Online applications used by broadband and dial-up users
- 4. But broadband penetration differs across Europe Digital activity needs to be effective for dial-up Internet users for at least the medium-term Source: Forrester, February 28, 2006: European Broadband Market
- 5. Voltaire, 1771 There are no longer Frenchmen, Germans, Spaniards or even Englishmen, but only Europeans. Source: Y&R EMEA for non-Europeans
- 6. Yeah, right Source: Y&R EMEA for non-Europeans & Eurobarometer 67 48 36 31 26 24 37 48 53 56 3 3 7 6 9 3 4 4 4 6 UK Germany France Spain Italy Nationality only Nationality and European European & nationality European only
- 7. A typical mapping of Europe Source: Y&R EMEA for non-Europeans
- 8. Source: Y&R EMEA for non-Europeans
- 9. Source: Y&R EMEA for non-Europeans
- 10. Verona Feldbusch National icon in Germany – but has 0% awareness in UK, France, Spain, Italy Source: Y&R EMEA for non-Europeans
- 11. Source: Y&R EMEA for non-Europeans
- 12. David Bizbal Winner of the Spanish equivalent of American Idol Famous in LatAm – but nowhere apart from Spain in Europe Source: Y&R EMEA for non-Europeans