Archive for December, 2011

Which is More: Claimed Google Place Pages or Businesses with Facebook Pages?

Tuesday, December 27th, 2011

Which is More: Claimed Google Place Pages or Businesses with Facebook Pages?

This is one of the long-running questions in my local search peer network, and perhaps one of the more important questions going forward when it comes to small businesses and online marketing. The general consensus is that there are more small businesses with Facebook Pages than with claimed Google Place Pages. That comes from anecdotal evidence and various survey estimates, but not from hard, reliable statistics.

Google: 8 Million Claimed Place Pages

Earlier this month at the ILM West conference, Google self-reported a big number: eight million claimed Place Pages. See David Mihm’s coverage and the Kelsey Group’s coverage for confirmation, as well as other Google local/mobile numbers.

Mike Blumenthal has posted about the growth of claimed Place Pages, based on what’s now three times that Google has self-reported statistics over the past 20 months. In a nutshell, the number has doubled in that time frame from four million in April 2010 to the current eight million.

Facebook: ??? Businesses with Pages

Unfortunately, the number of businesses with Facebook Pages is a mystery. Facebook isn’t saying — I’ve emailed the communications team twice in the past couple weeks and received no reply — and, to my knowledge, never has given a number.

There’ve been numerous surveys and similar attempts to guesstimate the number of small businesses with Facebook pages. Greg Sterling wrote earlier this year about one survey that said 54% of SMBs have a Facebook page. Some surveys peg the number higher, while others have it lower.

Before some of our GetListed Local University workshops, we poll attendees and ask if they have a claimed Google Place Page, if they have a Facebook page, etc. As Mike Blumenthal reported from our recent Western New York event, the numbers skewed pretty heavily toward Facebook. (Admittedly, that was a very small sample of SMBs, but my memory is that the responses always seem to reflect similar percentages.)

One of the problems with any survey, though, is the possibility (likelihood?) of mistaken self-reporting. How many SMBs who take these surveys actually have a personal Facebook profile that they use for business purposes, but don’t really have a Facebook Page?

As of 2007, the US Census Bureau estimated that there were about 27.7 million small businesses in the US. If we use the 54% statistic that I mentioned two paragraphs above, that would give a rough estimate of about 15 million SMBs with Facebook Pages.

That’s a little less than double the number of claimed Google Place Pages. I don’t really want to put a lot of stock in that but, for now, it may be the best we can do.

Digital Marketing Trends To Watch Out For In 2012

Tuesday, December 27th, 2011

As you put the finishing touches on 2012 budgets and plans, it’s important to build a point of view on the future. While it’s impossible to predict what will happen or when, running through a few what-if scenarios makes you more prepared for changes as they come.

In this column, we’ll highlight some of the trends and possibilities we see for digital marketing in 2012.

My prediction that marketers would increasingly apply automation to combat rising costs-per-click for paid search was spot on. Across our clients, we saw a dramatic shift in click-share from broad to exact match keywords, resulting in improvements in CPC across the board.

I also correctly called the launch of Google+, writing that “a new, more social search algorithm will allow users to rate search results or even websites, and have user ‘likes’ factored into ranking algorithms.” Take that, Nostradamus!

But no soothsayer gets by without a fair number of misses. Predicting that online merchants would convert visitors off-site through mobile, social, and local platforms was premature.

While brands are building experiences on these platforms, they are often designed for top-of-funnel engagement as opposed to converting visitors off-site.

Finally, my crystal ball must have been broken altogether when I anticipated that Facebook would launch an ad network for 3rd party publishers to rival the Google Display Network.

So what does the future hold? Below are four trends to look out for in the coming year.
Google Dials-up New Incentives & Options For Advertisers

While the headline here may sound like saying “the sky is blue,” hear me out on this one. In aggregate, as costs-per-click continue to rise for Google’s ad networks, Google is at risk of driving incremental dollars elsewhere.

For years now, Google has been the only game in town, but with the rise of Facebook and the advent of the search alliance, real alternatives for advertisers may be on the way. To continue capturing the lion’s share of net-new ad spend, Google has to continue innovating with its advertising products.

Innovations will include improvements to matching algorithms that make more efficient use of ad inventory. Remember, quality score is an incentive mechanism, and one which Google can easily dial-up to drive behavior.

Deeper discounts for advertisers that do a better job of managing quality scores will result in a heightened focus on optimizing match types and negatives. New ad formats and options will also play a role in increasing ad inventory for Google.

Look for innovations in retail product listings, travel search, and local offers to abound – creating high return opportunities for first movers.
Advertisers Find Themselves Needing To Make Friends

Google “+1’s” and Facebook “Talking about this” scores are just the beginning. In their quest to capture brand dollars and improve ad relevance, Google and Facebook will begin to incorporate social likeability and sentiment measurements into ad rankings.

In response, advertisers will begin to invest heavily in promoting “+1’s” and “likes” to consumers via PPC ads. Consumers will benefit as ads for more popular products and brands are presented more often. Purveyors of television or print media, on the other hand, will find themselves getting the short end of the stick as brand dollars increasingly shift online.
Search Outpaces Apps For Dominance In Mobile Marketing

While paid search already claims the largest share of mobile advertising dollars, advertisers should expect it to attain outsized gains in 2012. For mobile, tracking and analytics remains the largest roadblock for many advertisers. Advertisers lose visibility as soon as a visitor clicks into the app marketplace or uses an app, and tracking a click out from a mobile app using to traditional analytics tools is difficult at best.

Rather than continuing to double down on apps, advertisers will look to simplify their existing web experience for the mobile browser. HTML 5 will play a role in this trend, making the power of application design available on mobile devices through a standard Web browser.

As mobile experiences becomes more integrated into the website, advertisers will gain improved visibility into campaigns, allowing them to invest more accurately in performance advertising and paid search.
Exchanges Increase Transparency, Resulting In Increased Investment

Yahoo!’s recent move, requiring that advertisers have a seat on the exchange, gave them better visibility into their customers media plans. Expect more exchanges to follow a similar route. If requiring individual advertisers to have accounts proves too restrictive, exchanges may simply roll out separate pricing structures for advertisers vs. intermediaries through use of API fees or pricing floors.

Customers will benefit from the improved visibility, receiving better insight into how much biddable media is costing them. DSP’s and Trading Desks will be forced to respond with more transparent and standardized pricing. Expect percentage-of-media-spend pricing models to emerge and a drive toward self-service platforms as advertisers become increasingly involved in the buying process.

As we turn the corner on the New Year, we’ll see which of these trends and predictions play out. If you have predictions that we missed, please leave them in the comments section below. We’ll see you in 2012!

In New-Media First, Super Bowl to Be Streamed Online

Monday, December 26th, 2011

In New-Media First, Super Bowl to Be Streamed Online

Ads For TV And Web To Be Sold Separately, Though Some May Buy Both

The next Super Bowl will be streamed online by NBC Universal, adding a new-media dimension to one of the oldest but most viable big-TV properties on the prime-time schedule.

The National Football League made the announcement Tuesday, according to the Associated Press.

Under current plans, all postseason games broadcast by NBC, including a wild card Saturday game, the Pro Bowl and the Super Bowl, will be streamed via NBC’s website and Verizon’s NFL Mobile application. Online viewers will be able to access additional camera angles and live statistics.

In recent years NBC began online streaming of its “Sunday Night Football” telecasts.

The Super Bowl has broken viewing records for the last three years. CBS’s telecast of the Super Bowl in 2010 trumped the famous series finale of “M*A*S*H” to become the most-watched event ever on broadcast TV. This year’s broadcast on Fox beat that record, topping 111 million viewers. The online-streaming component of the 2012 game could add more viewership, though whether advertisers would consider that segment as valuable as TV viewership remains in question.

The stream of the telecast will have its own separate ad load, and could feature advertising that is not being seen on television, according to an NBC Sports spokesman. While Super Bowl TV sponsors could – and likely will – purchase advertising on the stream, a TV purchase is no guarantee the ad will also be shown online. The spokesman declined to comment on the price of ads to be shown on a Super Bowl stream, but chances are the cost would be significantly lower than what NBC has been seeking for TV. The network has been looking for up to $3.5 million for a 30-second Super Bowl spot.

NBC plans to give streaming viewers the chance to see the Super Bowl TV ads. One feature will give fans on-demand access to the new crop of Super Bowl TV ads as soon as they have aired on the NBC TV broadcast.

How to Close a Sales Call

Monday, December 26th, 2011

Remember the last time you were being pressured into doing something you didn’t want to do? Whether the pressure came from a boss, colleague, spouse, or child, your natural response was to resist and push back. It’s human nature to resist high-pressure tactics. So, how should the closing of the sales call be structured? The answer is to create a primary closing strategy, utilize fallback positions, and select the appropriate technique to deliver the close.

Your primary closing strategy should be based upon securing the main objective for the meeting. The objective could be to be granted a follow-on meeting, have the customer start a product evaluation, receive approval to conduct a site survey, or negotiate final purchase terms. You also need fallback positions, alternatives you prepare ahead of time to present should the customer reject your primary closing strategy.

Your primary closing strategy and fallback positions are based on choosing to issue a command or presenting foreground and background suggestions. A command is an instructional statement that creates a binary type of yes or no response from the recipient. It is typically associated with a hard close and “take it or leave it” mentality. Foreground suggestions (medium close) are explicit, but they deflect the source of the request from the demander. Background suggestions (soft close) lead recipients to believe they are acting of their free will when in fact they have been directed to follow a message.

Let’s pretend I am a passenger in your car and I feel you are driving too fast. A command would be “Slow down!” A foreground suggestion would be “You know the speed limit is forty five miles per hour and police ticket a lot of speeders here.” A background suggestion would be “A speeder was in a horrible accident last week in this exact spot.” While the background suggestion may be more subtle in its delivery, it can trigger a more profound reaction.

In a sales situation, a command might be “We always recommend you benchmark the products you are evaluating.” A foreground suggestion might be “Consumer Reports gave our product the highest rating and recommended it as the best buy.” An example of a background suggestion is “One of my customers tried the other company’s product and recently switched to ours.”

After you have determined your primary closing strategy and fallback positions, select the delivery technique to be used during the meeting. Here are some examples, assuming the main sales call objective is to close the business deal:

Time-based technique. This technique incorporates a time-based deadline.

* Command (hard close). “This is the last time we’ll be able to extend this offer and we need your answer now.”

* Foreground suggestion (medium close). “My boss told me that this pricing expires December 31 at midnight.”

* Background suggestion (soft close). “Think it over tonight and I will call you at 10 o’clock tomorrow morning.”

Linkage. This technique connects different events, subjects, or ideas.

* Command (hard close). “If we give you those terms, then you must have our contract signed by the end of our quarter.”

* Foreground suggestion (medium close). “I’ll talk with my boss and if he okays the terms, could we have the purchase order by month end?”

* Background suggestion (soft close). “Our implementation team will be fully booked starting in September, so to complete your project by year end, we’ll need to have the contract signed in the next couple of weeks.”

Power of Print. This technique leverages a document or printed company policy.

* Command (hard close). “Our new price list is coming out in thirty days, and I can’t hold these current prices for you after that.”

* Foreground suggestion (medium close). “Here’s our volume discount schedule. If you spend another $100,000, you’ll receive an additional 10 percent off the entire order.”

* Background suggestion (soft close). “Should I send you a formal quotation that details the purchase price and terms?”

Always maintain control of the sales call so you can employ your primary closing strategy and be prepared with fallback positions should your primary closing strategy fail. You can sequence your primary closing strategy, and fallback positions with commands (hard close), foreground suggestions (medium close), and background suggestions (soft close). For example, your primary closing strategy might be based upon a hard close; first fallback position, a medium close; and final fallback position, a soft close. Or, your strategy could be completely opposite depending upon the circumstances and the type of person you are meeting with.

If you are a senior salesperson, you’ve already closed your share of business and know many different closing techniques. You also understand that your closing strategy must vary depending upon the customer’s background, your competitive position, and the circumstances that are unique to the sales cycle. Sometimes, you need a commanding hard close for your meeting. For example, if the sales cycle for the products you sell involves only one or two customer interactions. With experienced buyers, consider a softer close because how many times do you think they have heard “this is our best and final offer” and every other type of hard close before?

12 SEO Tactics

Monday, December 26th, 2011

As search engines and the online user community advance and mature, a fun and important to-do, is watching how the web evolves. (Not sure who’s wagging who or what). But, it’s exciting to see the changes in terms of the content, multi-media, rich applications and user experiences now available. HTML5 is coming up fast, and Flash is taking a plunge into the dirt.

These changes are true across many devices, from web browsers to portable devices like smartphones and iPads. And, a prognosis by Morgan Stanley says that there will be more people using portable devices for the Internet in 5 years than there are desktop users.

When it comes to search engine optimization, the trade, markets & competitors change often. Google is still the leader in search, and announced they make (on average) some 500 changes to their core algorithm. The last 12 months have been brutal on many out there. It’s for a “good cause”. (Google makes more money!)

So, it’s not just about good market & technical understanding, architecture, design and content, but about ‘marketing 360′. And, do you study offline marketing and sales materials that come to your door step? (I do)

It’s no longer enough to analyze, understand and apply changes in tags.

The professional work is far beyond that (and has for a while). For example, spamming / stuffing keywords and cloaking is easily detected by search engines. And, professional SEOs know all this. They have applied themselves and evolved too. The ones that are lagging behind are catching up.

So have the search engines, and we’ll cover some recent findings and results on what you need to do in 2012 to stay current with your website optimization practices.

Industry reports, research, polls, blogs, white-papers and forums show conversations and updates about the many changes. Google themselves post updates in blogs, from their specialized products to webmastering rules and guidelines.

This is important to watch and follow, but you should ultimately make sure to track your own work. Go by best practices (if I can say that), but perform your own assessments. And, if you are just tracking ranking patterns, you’d be so 2005.

The top challenges for 2012 for all three types of online businesses (testing / trial category, transitional category and strategic category) are focused around building sound strategies. Findings show that ROI-based outcomes take a higher precedence than actually defining a top level strategy!

Going forward this year, you must always focus your business online with content. Add keywords and phrases to support that. And, learn to promote (not spam) more + better.

And here are the 12 SEO tactics you must focus on for 2012:

(these are not in order of focus)

1. URL structure

2. Title tags

3. Meta description tags

4. Internal linking

5. Keyword research

6. SEO landing pages

7. Digital asset optimization (video, pictures…)

8. Competitor benchmarking

9. Social media integration

10. Blogging (different from social media)

11. Link partners

12. Content creation (and content marketing)

The most effective and most difficult is ‘content creation’ (#12). Combine this with TITLE tags, keywords research and development & SEO landing pages, and you have the smartest tactics that will propel you forward. Of course, you need to look at them all. In fact, start with the planning & strategy to meet your objectives (you know those, right?) — then, match up the tactics and assign resources (human) to get them done.

Growth of YouTube in Brazil Lures Marketers

Monday, December 26th, 2011

Growth of YouTube in Brazil Lures Marketers

YouTube Video Views in Brazil Grew 67% Over the Past Year

Joe Penna, aka MysteryGuitarMan, 24, has the 11th-most-subscribed channel on YouTube, but he’s noticed a shift in the audience tuning in for his weekly short films since he started making them in 2006. A resident of Los Angeles and native of Sao Paulo, Mr. Penna now estimates that 30% of his audience is in Brazil, up from about 5% to 10% when he started.

“Lately it’s accelerated, especially when I started putting closed captions in Portuguese on my videos,” said Mr. Penna, who derives half of his income from being a YouTube partner and taking a cut of advertising on his videos. He says the other half comes from product placements, and he’s done several for Brazilian brands like the soda Guarana. In a 2010 video with 3.3 million views, he created a song inspired by a World Cup chant by tapping cans of Guarana together.

Brazil’s fast-growing economy and emerging middle class are placing it squarely in the sights of global marketers, who are now starting to tap into Brazilians’ appetite for online video to introduce products and drive awareness of their brands.

Limited access to broadband means that just 40% of Brazilians will be online in 2012, according to EMarketer, but YouTube’s penetration in the market is already impressive. It has the sixth biggest YouTube audience in the world based on video views, reaches 79% of Brazilian internet users, and has year-over-year growth of 19% in terms of unique viewers and 67% growth for video views, according to ComScore.

The Brazilian government instituted a National Broadband Plan earlier this year, which will likely fuel the growth even more. Under the plan, the government will subsidize the telecom industry with the intention of making internet more affordable in poorer regions and spurring greater adoption by 2014, when the World Cup arrives in Brazil.

Nissan, Burger King, Whirlpool and L’Oreal are among the brands to have run campaigns on YouTube this year, and for the first time in 2011, YouTube’s Brazilian domain sold sponsorships for channels live-streaming major events. Volkswagen do Brasil sponsored Rock in Rio this fall and became the most-viewed brand channel in the country in September as a result, while Garnier shampoo, Santander bank and Brazilian phone company Oi co-sponsored a channel broadcasting Carnaval from Salvador, Bahia. YouTube’s country manager for Brazil, Fabio Coelho, said that another sponsorship is in the works for Carnaval 2012.

Visa is among the marketers to be making a conspicuous push with online video in Brazil. It launched a campaign earlier this month for Visa Platinum with a series of travel videos shot in Europe and used YouTube’s TrueView ad formats — where an advertiser only pays if a user opts to watch the video — to seed them on the web and jump-start organic viewership. The first two videos generated about 3 million views, with six left to launch.>

According to Luis Cassio de Oliveira, director of marketing for Visa do Brasil, there are plans in the works for four more campaigns with YouTube in 2012: one pegged to the Olympics and three tied to the idea of “conversion,” or convincing customers of the merits of using credit cards, geared toward Brazil’s growing “C Class” middle class.

“This test was excellent for us because now we know how we can manage this channel,” he said. “It’s very interesting because Brazilians are so active on YouTube.”

YouTube and other digital platforms are reaching scale for marketers as more Brazilians come online, though digital’s total share of ad spending in the country is still tiny. (ZenithOptimedia put it at 4.7% in 2010.) Brazilians are also avid users of Twitter, Google’s social-networking platform Orkut and now Facebook, which helps to give viral video a lift. But there’s another reason for all the interest in online video, which is the notion that television is embedded in Brazilians’ cultural DNA.

“It’s quite a video culture,” said Gustavo Vanetti Burnier, director of digital operations for Sao Paulo-based AlmapBBDO, which worked on Visa Platinum’s current campaign and Volkswagen’s Rock in Rio sponsorship. “We have a very, very strong TV media market, and that’s translated into digital.”

Apple Has More Online Shoppers Than Walmart

Monday, December 26th, 2011

Apple Has More Online Shoppers Than Walmart

Tech Maker’s Traffic Trumps That of World’s Largest Retailer in November

Apple got more traffic online last month than Walmart Stores. In fact, Apple is the only retailer other than Amazon and eBay in the top 15 most-visited websites in the U.S. in November, according to ComScore.

How is it possible that the technology maker can trump the world’s-largest retailer online? Because of iTunes. The digital-content store made up about 30% of Apple’s more than 79 million in U.S. unique visitors last month. Apple gets almost as many web visitors as the largest newspaper site, that of The New York Times.

Huge iTunes traffic is good news for publishers looking to sell their products online. Digital content, which includes books, music and TV shows, is the fastest-growing e-commerce category by sales this holiday shopping season, ComScore has found. Overall e-commerce sales are up about 15% from last year, but digital-content sales growth is double that.

More content is downloaded on Christmas Day than any other day of the year. It has been named “Download Day,” because consumers load up new gadgets, which this year are likely to include Apple iPhones and iPads as well as Amazon Kindle Fires. The week between Christmas and New Year continues to be the heaviest download period of the year.

Apple was the No. 13 web property ranked by U.S. unique visitors in November. Amazon is the biggest retailer by this measure, at No. 5. Ebay ranks No. 15, and Walmart No. 18.

Advertising Being Sold on Trucks Used by USPS in Pilot Program

Wednesday, December 7th, 2011

By: Kerem Ozkan Published: December 02, 2011

Fleetwide Expansion Being Considered; Issues Still Remain

Considering the United States Postal Service’s well-documented financial struggles, it’s no surprise that it’s looking to follow in the footsteps of some public transportation fleets by selling ads on some of its vehicles.

As part of a pilot program, Denver-based Lighted Promotions Inc — which installs lighted outdoor ads on big rigs — has sold ads on the back of freight trucks owned by companies that contract with the USPS.

Advertising on the trucks cost $500 to $600 for a month. So far, buyers have included state safety agencies, which have run ads on topics relevant to the road — highway safety, drunk driving, seatbelt safety — as well as anti-drug and anti-alcohol abuse spots.

Accepting appropriate advertisers and denying inappropriate ones would be just one issue the Postal Service — or an agency — would have to manage. Jerry Buckley, marketing director at EMC Outdoor (which among other things does bus wraps but isn’t involved with the Postal Service program), raises a good point. Taxpayers, he said, “would react negatively if USPS ran certain types of advertisers. It’s important as a brand to be sure they are putting appropriate advertisements up. I think it all comes down to proper management and proper messages”

Even something as seemingly mundane as highway safety issues could raise the ire of critics. It’s not hard to imagine taxpayers grousing that an advertising program meant to prop up the USPS is taking in money from taxpayer supported government entities.

In an interview with Ad Age, Lighted Productions CEO Dan Goter said that the agency has already declined ads for political candidates and medical marijuana.

Mr. Goter said that some congressmen have expressed concern that certain types of advertising might compromise the USPS brand. But, he added, “we’ve demonstrated in that groups of folks that are willing to pay for this are people that will not damage the postal service’s brands.”

As far as the pricing is concerned, Mr. Goter noted that the price point is significantly cheaper than comparable outdoor advertising spots: “We’re trying a brand new product that is relatively unproven in a tight budgetary environment. There are a lot of challenges to overcome. It could be safer to buy a billboard. We’ve chosen to take the cost objection and put it aside.”

The USPS declined to discuss the subject. Whether or not it moves out of the pilot stage — and expands from ads on 18-wheelers to your local mail carrier’s truck — remains to be seen. The Postal Reform Act introduced by Rep. Darrell Issa, R-Calif., currently on the floor includes an expanded program, allowing access to all USPS vehicles and buildings. The bill does have a cost-coverage requirement, calling for USPS to recoup 200% of the cost of pursuing revenue from advertising.

The idea isn’t exactly new. On a blog run by the USPS Office of Inspector General, a November 2009 poll asked if selling advertising on USPS property is a good idea. Seventy-one percent of the 470 respondents said yes. But another poll raises the question of who should sell and handle such advertising. Forty-eight percent said the Postal Service should, while 52% said an outside agency should.

The writer of the post goes on to raise a few other questions: “How would the public react to advertising on Postal Service property? Would certain types of advertising be out of bounds? … And how would selling advertising space affect the Postal Service’s brand?”

Two years later, those questions are still unanswered.

Where’s the Growth in Marketing? Follow the BRIC Road

Wednesday, December 7th, 2011

Ten Emerging Markets Will Account for Half of Ad Spending Growth in Next Three Years

Where is the ad market going? Consider this: Total ad spending in emerging markets is expected to pass that in the U.S. in 2014. And hotspots, including BRIC and others, are moving up the ranks.

China, the biggest of BRIC, surged past Germany to become the third-largest ad market in 2010, according to Publicis Groupe’s ZenithOptimedia. China major-media ad spending is on track to overtake No. 2 Japan in 2015.

The other BRICs are also rising. This year, Brazil was No. 6, while Russia came in No. 11 and India was No. 16, according to ZenithOptimedia. In a list of up-and-comers known as MIST, Mexico ranked No. 15; Indonesia, 17; South Korea, 12; and Turkey, 24.

“Emerging markets are the main source of ad-expenditure growth,” said Jonathan Barnard, head of forecasting at ZenithOptimedia. “Over the next three years, half of all global growth in ad expenditure will come from just 10 markets: the BRICs, the MISTs, South Africa and Argentina.”

The 25 largest ad markets this year include 10 emerging ones: BRIC, MIST, South Africa (No. 14) and Thailand (No. 22), according to the tally by ZenithOptimedia. Argentina ranked No. 26.

Among the 100 largest global advertisers, 13 companies allocated more than 10% of 2010 measured-media spending to China, according to Ad Age’s Global Marketers report.

That China-focused group includes powerhouses of personal care (Procter & Gamble Co., L’Oreal, Colgate-Palmolive Co.), food and beverage (Coca-Cola Co., Mars, PepsiCo) and luxury and alcohol (Estee Lauder Cos., LVMH Moet Hennessy Louis Vuitton, Pernod Ricard, Chanel).

One global advertiser stands out in China: Yum Brands, parent of KFC. China accounted for 29% of the fast-food company’s measured-media ad spending and 36% of its worldwide revenue last year.

P&G generated about $5 billion (6% of revenue) from Greater China in the year ended June 2011 and is counting on big growth ahead.

“The average Chinese spends less than $3 a year on Procter & Gamble products,” Chairman-CEO Bob McDonald told analysts in August. “But in the United States, the average [person] spends nearly $100. So while we’re leading, while we’re growing — we’re growing strong double digits (in China) — we still have work to do.”

Meanwhile, P&G’s revenue in India and Brazil is growing even faster, with an annual growth rate above 20%.

Avon Products is the Global 100’s most BRIC-centric advertiser, putting nearly 40% of 2010 measured-ad spending into those countries.

Brazil passed the U.S. last year as the beauty-product company’s biggest single market. Russia also is a key Avon market.

Spending among the leaders in 2010 was on a growth trajectory — a shift from 2009, when top-100 worldwide spending tumbled 8.7% amid the global recession.

Much of the growth was powered by outlays outside the U.S., according to Ad Age’s 25th annual Global Marketers report. Total measured-media spending for top-100 advertisers jumped 12.0% in 2010, to $121.6 billion, driven by a 15.5% boost outside the U.S., vs. a 6.5% gain in the U.S. The 100 invested 63% of their measured-media budgets outside the U.S. in 2010, up from 61% in 2009.

Ad Age DataCenter produced the Global Marketers ranking from 2010 data contributed by measured-media tracking services covering 98 countries, territories and regions.

The roster of Global Marketers has changed notably over the past 25 years. Changes reflect international growth of blue-chip marketers such as L’Oreal, McDonald’s Corp. and Walmart Stores; the emergence of newer global players such as South Korea’s Hyundai Motor Co., Samsung Electronics Co.and Kia Motors Corp.; the rise of new categories (most significantly wireless phones); and the effects of mergers and divestitures.

The very top of the list hasn’t had too much movement, though. P&G was the biggest worldwide spender in both 1986 and 2010. Unilever rose to No. 2 from No. 3, and General Motors to No. 4 from No. 5.

But the sea change in the last quarter century is where global advertisers spend their money.

The non-U.S. portion of P&G’s measured-ad spending rocketed to 71% last year from 22% in 1986. Sixty-three percent of the company’s revenue came from outside the U.S. in the year ended June 2011.

Unilever’s non-U.S. measured spending jumped to 88% in 2010 from 53% 25 years ago. Non-U.S. markets accounted for 85% of Unilever’s revenue last year.

Markets outside the U.S. grabbed 40% of GM’s measured spending last year, up from 16% in 1986. GM generated 46% of its revenue from outside the U.S. in 2010.

Make no mistake: The U.S. remains the powerhouse of advertising, with spending more than three times that in No. 2 Japan, according to ZenithOptimedia. But the U.S. share of major-media ad spending (TV, print, radio, cinema, outdoor and internet) fell to 33% in 2011 from 44% in 1986.

Advertising spending in emerging markets is reaching a tipping point. Such outlays will make up 33.2% of worldwide major-media spending in 2014, edging out the U.S. share of 32.0%, according to Ad Age DataCenter’s analysis of ZenithOptimedia forecast data. Emerging markets accounted for just 4% of worldwide major-media ad spending in 1986.

Per-capita spending in emerging markets remains a fraction of that in the United States. Advertisers spent $498 for every man, woman and child in the U.S. in 2011, according to Ad Age’s analysis of the data. They spent $22 per capita in China — roughly the U.S. per-capita ad expenditure in 1946. But consider how far China has come: Its per-capita ad spending in 1986 was just 9¢.

Report: Google Controls 44 Percent Of Global Online Advertising

Wednesday, December 7th, 2011

Dec 6, 2011 at 10:04am ET by Greg Sterling

ZenithOptimedia has issued a report that contains both good news and bad news for Google. The good news is: Google controls 44 percent of global online ad revenues. The bad news is: Google controls 44 percent of global online ad revenues.

At a time when Google is defending against antitrust investigations on two continents this news is most unwelcome. The shares of all the other major US internet companies are tiny by comparison, though together with Google they control 61 percent of the world’s digital ad spending.

Overall the internet represents only 16 percent of global ad revenue according to ZenithOptimedia. TV, by comparison, is 40.2 percent of all ad expenditures. Hence Google’s interest in building YouTube into a bona fide TV/cable alternative.

ZenithOptimedia says that globally paid search will represent about 49 percent of all online advertising this year.