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eMarketer and Starcom Mediavest Group Release Fifth Annual Report on the State of the Global Media Landscape

NEW YORK AND LONDON (SEPTEMBER 16, 2015)—eMarketer, in collaboration with Starcom Mediavest Group (SMG), has released its annual “Global Media Intelligence (GMI) Report” on key digital trends worldwide, designed for business executives who require benchmarks to support their decisions for global initiatives. This is the fifth year running that eMarketer and SMG have worked together to develop this publication.

For the first time, visitors to the dmexco event in Cologne, Germany can hear about the key findings and download a sneak peek of the full report from our booth in Hall 7 at Booth A060.

“Media usage by channel, and by demographic, in key markets around the world is of concern to thousands of eMarketer clients.  We’re pleased to work with SMG to uniquely provide them this invaluable resource as they prepare for 2016,” said eMarketer president Lisa Church.

The report is eMarketer’s largest, most comprehensive snapshot of the current state of media consumption worldwide, covering six major regions—Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe—and 48 countries.  In addition, this year’s “GMI Report” contains more than 500 charts collected from over 70 global research sources—which SMG helped identify and gather for local and core markets worldwide—in addition to benchmarks, analysis and context provided by eMarketer.

“The 2015 Global Media Intelligence Report shows that mobile continues to penetrate the global market, with 61.1% of the global population using mobile phones in 2015. That number is expected to increase to 67.1% by 2019,” said Kate Sirkin, executive vice president and global director of audience and measurement at SMG. “As mobile usage increases globally, so does the need for data and precision marketing to fuel advertisers’ ability to get closer to the point of purchase through e- and m-commerce.”

Each year, marketers anticipate the report’s release to include as a core part of their planning processes for each upcoming year.

“This is a great report to stay grounded on the broader trends in the industry globally, especially as we compare it with some of the usage stats we see on our end,” said Gwen Throckmorton, industry manager of global marketing solutions at Facebook.

“The Global Media Intelligence Report is a fundamental source of data for any strategy,” added Luis Spencer Freitas, regional consumer experience director at Pernod Ricard Americas. “Not only does it provide a tangible pulse of where the consumer’s share of mind is shifting, it also offers brilliant insight into the market’s local channel evolution—two crucial factors for any business’ consumer engagement strategies.


eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.


About eMarketer

eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.


About Starcom Mediavest Group

Starcom Mediavest Group architects connected human experiences to create value for our clients through precision marketing, content and technology solutions. Ranked the number one global network by Ad Age, SMG partners with the world’s leading marketers and more digital disruptor brands than any other agency network. With 8,000 employees and 110 offices worldwide, SMG’s network includes our three agency brands Starcom, Mediavest and Spark; content brands LiquidThread, MRY and Relevant24; and ad tech units, RUN, Audience On Demand and more. In 2014, SMG ( was named the top media network at Cannes, Eurobest, Dubai Lynx and Festival of Media Global. SMG is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], one of the world’s leading communications groups.


For more information:

Doug Clark
PR Manager, North America, eMarketer
+ 1 646-863-8807


Denise Duffy
PR Director, EMEA/APAC, eMarketer
+44 (0) 7513 302 482


Abby Dow
Director, Communications & Brand Marketing, Starcom Mediavest Group

+1 847-899-6287

Posted on September 15, 2015.