{"id":9476,"date":"2019-09-16T15:02:01","date_gmt":"2019-09-16T12:02:01","guid":{"rendered":"https:\/\/super-news.info\/hu\/a-nagy-markak-tovabb-hisznek-a-hagyomanyos-mediaban-de-zuhan-a-print-es-a-teve-is-media\/"},"modified":"2019-09-16T15:02:02","modified_gmt":"2019-09-16T12:02:02","slug":"a-nagy-markak-tovabb-hisznek-a-hagyomanyos-mediaban-de-zuhan-a-print-es-a-teve-is-media","status":"publish","type":"post","link":"https:\/\/super-news.info\/hu\/a-nagy-markak-tovabb-hisznek-a-hagyomanyos-mediaban-de-zuhan-a-print-es-a-teve-is-media\/","title":{"rendered":"A nagy m\u00e1rk\u00e1k tov\u00e1bb hisznek a hagyom\u00e1nyos m\u00e9di\u00e1ban, de zuhan a print \u00e9s a t\u00e9v\u00e9 is &#8211; M\u00e9dia"},"content":{"rendered":"<p>2021-re az internetes rekl\u00e1mk\u00f6lt\u00e9sek a glob\u00e1lis hirdet\u00e9si k\u00f6lt\u00e9sek t\u00f6bb mint 50 sz\u00e1zal\u00e9k\u00e1t teszik majd ki, a jelenlegi 47 sz\u00e1zal\u00e9kos ar\u00e1ny 52 sz\u00e1zal\u00e9kra n\u0151 \u2013 der\u00fcl ki a Zenith Advertising Expenditure Forecast c\u00edm\u0171 jelent\u00e9s\u00e9r\u0151l. Ugyanakkor a piac n\u00f6veked\u00e9se lelassulni l\u00e1tszik, a tavalyi 17 sz\u00e1zal\u00e9kos n\u00f6veked\u00e9shez k\u00e9pest id\u00e9n m\u00e1r csak 12 sz\u00e1zal\u00e9kos b\u0151v\u00fcl\u00e9ssel lehet sz\u00e1molni, 2021-re pedig a b\u00facs\u00fat inthet\u00fcnk a k\u00e9tsz\u00e1mjegy\u0171 emelked\u00e9snek: mind\u00f6ssze 9 sz\u00e1zal\u00e9kkal sz\u00e1molnak a Zenith Advertising szak\u00e9rt\u0151i. Ezzel az internetes rekl\u00e1mpiac a teljes hirdet\u00e9si piac n\u00f6veked\u00e9si \u00fctem\u00e9hez igazodik.Az egym\u00e1ssal k\u00f6lcs\u00f6nhat\u00e1sban fejl\u0151d\u0151 online vide\u00f3 \u00e9s a k\u00f6z\u00f6ss\u00e9gi m\u00e9dia az internetes rekl\u00e1mk\u00f6lt\u00e9sek n\u00f6veked\u00e9s\u00e9nek motorjai: 2021-re v\u00e1rhat\u00f3an \u00e9vente 18 \u00e9s 17 sz\u00e1zal\u00e9kos n\u00f6veked\u00e9st produk\u00e1lnak majd. Ezek a csatorn\u00e1k profit\u00e1lnak ugyanis legink\u00e1bb a gyorsan fejl\u0151d\u0151 okostelefon-technol\u00f3gi\u00e1b\u00f3l, csatlakoz\u00e1si sebess\u00e9gb\u0151l, a hirdet\u00e9sek egyre pontosabb target\u00e1l\u00e1s\u00e1b\u00f3l \u00e9s kihelyez\u00e9s\u00e9b\u0151l. A D\u00e9l-Kore\u00e1ban \u00e9s az Egyes\u00fclt \u00c1llamokban m\u00e1r bevezetett, a kor\u00e1bbin\u00e1l gyorsabb \u00e9s jobb min\u0151s\u00e9g\u0171 mobil csatlakoz\u00e1st k\u00edn\u00e1l\u00f3 5G technol\u00f3gia egyre nagyobb teret h\u00f3d\u00edt majd \u00e9s tov\u00e1bb jav\u00edtja a m\u00e1rka\u00e9lm\u00e9nyt ezeken a csatorn\u00e1kon. Ugyanakkor j\u00f3val szer\u00e9nyebb n\u00f6veked\u00e9ssel sz\u00e1molhatnak olyan kor\u00e1bban j\u00f3l teljes\u00edt\u0151 online csatorn\u00e1k, mint az online apr\u00f3hirdet\u00e9sek (egym\u00e1st k\u00f6vet\u0151 hirdet\u00e9sek &#8211; \u00e1ll\u00e1s, ingatlan \u00e9s haszn\u00e1lt aut\u00f3). Ezek lassan a tartalmat aj\u00e1nl\u00f3, m\u00e1s digit\u00e1lis csatorn\u00e1k vagy ingyenes alternat\u00edv\u00e1k \u00e1ldozataiv\u00e1 v\u00e1lnak. B\u00e1r az online apr\u00f3hirdet\u00e9si piac 9 sz\u00e1zal\u00e9kkal n\u0151tt glob\u00e1lisan 2018-ban, egyes piacokon m\u00e1r zsugorodik, 2021-re pedig glob\u00e1lisan m\u00e1r 1.6 sz\u00e1zal\u00e9kkal cs\u00f6kkenhetnek a kiad\u00e1sok. 2018-ban m\u00e9g a fizetett keres\u00e9sek az internetes hirdet\u00e9si k\u00f6lt\u00e9sek 37 sz\u00e1zal\u00e9k\u00e1t tett\u00e9k ki, \u00e9s ebben az \u00e9vben 11 sz\u00e1zal\u00e9kkal n\u0151tt, m\u00edg 2021-re 7 sz\u00e1zal\u00e9kra cs\u00f6kken a b\u0151v\u00fcl\u00e9s m\u00e9rt\u00e9ke.  A nagy m\u00e1rk\u00e1k kitartanak a hagyom\u00e1nyos m\u00e9dia mellett Az internetes hirdet\u00e9sk\u00f6lt\u00e9s n\u00f6veked\u00e9se javar\u00e9szt kis, helyi c\u00e9geknek k\u00f6sz\u00f6nhet\u0151, akik a teljes b\u00fcdzs\u00e9j\u00fcket olyan platformokon k\u00f6ltik el, mint a Google vagy a Facebook, melyek egyszer\u0171, \u00f6nkiszolg\u00e1l\u00f3 eszk\u00f6z\u00f6ket \u00e9s pontosan target\u00e1lt k\u00f6z\u00f6ns\u00e9get biztos\u00edtanak a kamp\u00e1nyok menedzsel\u00e9s\u00e9hez.  A teljes k\u00e9pet nagyban torz\u00edtja, hogy sok kisebb \u00e1rbev\u00e9tel\u0171 c\u00e9g a teljes b\u00fcdzs\u00e9j\u00e9t online k\u00f6lti el. A glob\u00e1lis \u00e1tlagot pedig sok kisk\u00f6lts\u00e9gvet\u00e9s\u0171 hirdet\u0151 adja ki, amik minden p\u00e9nz\u00fcket online kamp\u00e1nyokra ford\u00edtj\u00e1k, valamint nagyk\u00f6lts\u00e9gvet\u00e9s\u0171 v\u00e1llalatok, amik \u00e1tlagosan hirdet\u00e9si b\u00fcdzs\u00e9j\u00fck kevesebb, mint fel\u00e9t k\u00f6ltik el online. A nagy m\u00e1rk\u00e1k is sok p\u00e9nzt fektetnek be az internetes hirdet\u00e9sekbe, \u00e1m t\u00f6bbs\u00e9g\u00fck m\u00e9g mindig a tradicion\u00e1lis m\u00e9di\u00e1ban k\u00f6lti el a p\u00e9nz jav\u00e1t. \u201eA technol\u00f3giai, a m\u00e9dia, a p\u00e9nz\u00fcgyi \u00e9s a szakmai szolg\u00e1ltat\u00e1sok azok a kateg\u00f3ri\u00e1k, amik legink\u00e1bb kihaszn\u00e1lt\u00e1k a modern digit\u00e1lis csatorn\u00e1k adta lehet\u0151s\u00e9geket\u201d \u2013 \u00e1ll\u00edtja Matt James, a Zenith\u2019s Global Brand eln\u00f6ke. \u201eA kateg\u00f3ri\u00e1kon bel\u00fcli m\u00e1rk\u00e1k m\u00e9g mindig a tradicion\u00e1lis m\u00e9di\u00e1ra t\u00e1maszkodva dolgoznak azon, hogy sz\u00e9lesk\u00f6rben felkelts\u00e9k a m\u00e1rka ir\u00e1nti figyelmet \u00e9s meger\u0151s\u00edts\u00e9k a m\u00e1rka \u00e9rt\u00e9keit\u201d \u2013 teszi hozz\u00e1.  Zuhan a print, fogyatkozik a t\u00e9v\u00e9 A hagyom\u00e1nyos m\u00e9di\u00e1n bel\u00fcl a print r\u00e9g\u00f3ta lejtmenetben van, az Egyes\u00fclt \u00c1llamokban a nyomtatott \u00fajs\u00e1gok \u00e9s magazinok rekl\u00e1mbev\u00e9tele 2007-ben tet\u0151z\u00f6tt 164 milli\u00e1rd doll\u00e1rral, id\u00e9n ez a sz\u00e1m m\u00e1r csak 70 milli\u00e1rd doll\u00e1r lesz. A telev\u00edzi\u00f3s sug\u00e1rz\u00e1s is cs\u00f6kken\u0151 tendenci\u00e1t mutat, b\u00e1r kor\u00e1ntsem azonos m\u00e9rt\u00e9kben: a Zenith becsl\u00e9sei szerint a hagyom\u00e1nyos telev\u00edzi\u00f3s hirdet\u00e9sekb\u0151l sz\u00e1rmaz\u00f3 bev\u00e9telek mostant\u00f3l minden \u00e9vben n\u00e9mileg cs\u00f6kkennek 2021-ig. M\u00edg 2018-ban 184 milli\u00e1rd doll\u00e1ros volt a bev\u00e9tel, 2 \u00e9v m\u00falva 180 milli\u00e1rd doll\u00e1r lesz a szumma. A t\u00f6bbi hagyom\u00e1nyos m\u00e9dia jobb \u00e1llapotban van. Egy sz\u00e1zal\u00e9kkal n\u00f6vekszik a r\u00e1di\u00f3s hirdet\u00e9si bev\u00e9tel \u00e9s b\u00e1r a mozik csup\u00e1n a teljes hirdet\u00e9si k\u00f6lt\u00e9sek 0.8 sz\u00e1zal\u00e9k\u00e1t teszik ki, ez a szegmens \u00e9vente 12 sz\u00e1zal\u00e9kos n\u00f6veked\u00e9st produk\u00e1l, els\u0151sorban az\u00e9rt, mert K\u00edn\u00e1ban l\u00e1tv\u00e1nyosan n\u0151 a mozik n\u00e9pszer\u0171s\u00e9ge. \u201eA glob\u00e1lis viszonyokhoz hasonl\u00f3an Magyarorsz\u00e1gon is az online m\u00e9dia a leger\u0151sebb piaci szerepl\u0151, \u00e9s a szektor n\u00f6veked\u00e9s\u00e9ben tov\u00e1bbra sem tapasztalhat\u00f3 lassul\u00e1s\u201d \u2013 mondja Horv\u00e1th Rita, a Publicis Groupe Hungary m\u00e9diavezet\u0151je. \u201eA Magyar Rekl\u00e1msz\u00f6vets\u00e9g adatai szerint 2018-ban a rekl\u00e1mk\u00f6lt\u00e9sek legnagyobb r\u00e9sz\u00e9t a digit\u00e1lis hirdet\u00e9sek tett\u00e9k ki. A tavalyi \u00e9vben a hazai piaci szerepl\u0151k 14 sz\u00e1zal\u00e9kkal k\u00f6lt\u00f6ttek t\u00f6bbet ilyen jelleg\u0171 rekl\u00e1mfel\u00fcletekre, mint k\u00e9t \u00e9vvel azel\u0151tt, \u00e9s a nemzetk\u00f6zi tendenci\u00e1knak megfelel\u0151en olyan glob\u00e1lis platformokat r\u00e9szes\u00edtettek el\u0151nyben, mint a Google vagy a Facebook. A hirdet\u00e9sek form\u00e1tum\u00e1t illet\u0151en nagy n\u00e9pszer\u0171s\u00e9gnek \u00f6rvendenek a mobilra sz\u00e1nt, valamint a vide\u00f3 alap\u00fa megold\u00e1sok, \u2013 az ezekre ford\u00edtott k\u00f6lt\u00e9si ar\u00e1ny \u00e9vr\u0151l-\u00e9vre dinamikusan n\u0151\u201d \u2013 tette hozz\u00e1 a szakember. Az Egyes\u00fclt \u00c1llamokban a legnagyobb az emelked\u00e9s: 2019-ben 4.6 sz\u00e1zal\u00e9kkal n\u0151 a glob\u00e1lis hirdet\u00e9si k\u00f6lt\u00e9s A Zenith el\u0151rejelz\u00e9se szerint id\u00e9n 4.6 sz\u00e1zal\u00e9kkal, 639 milli\u00e1rd doll\u00e1rra n\u0151 a glob\u00e1lis hirdet\u00e9si k\u00f6lt\u00e9s. Ez a v\u00e1rt 4.7 sz\u00e1zal\u00e9kos m\u00e1rciusi el\u0151rejelz\u00e9st\u0151l n\u00e9mileg ugyan elmarad, de \u00edgy is er\u0151s eredm\u00e9nynek sz\u00e1m\u00edt a 2018-as k\u00f6lt\u00e9sek ismeret\u00e9ben. A Zenith most 6.4 sz\u00e1zal\u00e9kos n\u00f6veked\u00e9st m\u00e9r 2018-ra, a kor\u00e1bbi 5.9 sz\u00e1zal\u00e9kos progn\u00f3zissal szemben. Id\u00e9n az el\u0151rejelz\u00e9sek szerint 28 milli\u00e1rd doll\u00e1ros n\u00f6veked\u00e9s v\u00e1rhat\u00f3 a glob\u00e1lis hirdet\u00e9si k\u00f6lt\u00e9sek ter\u00fclet\u00e9n. A n\u00f6veked\u00e9s k\u00f6zel fele (13 milli\u00e1rd doll\u00e1r) az Egyes\u00fclt \u00c1llamokb\u00f3l sz\u00e1rmazik, nagy hasznot h\u00fazva az internet vill\u00e1mgyors t\u00e9rnyer\u00e9s\u00e9b\u0151l. Amerik\u00e1ban ugyanis 15.4 sz\u00e1zal\u00e9kkal b\u0151v\u00fcl a szegmens, ami jelent\u0151sen felette van a glob\u00e1lis \u00e1tlagnak (11.7 sz\u00e1zal\u00e9k). A n\u00f6veked\u00e9s m\u00e1sodik legnagyobb motorja K\u00edna, ami 4 milli\u00e1rd doll\u00e1rral j\u00e1rul hozz\u00e1 a hirdet\u00e9si k\u00f6lt\u00e9sek emelked\u00e9s\u00e9hez. K\u00edn\u00e1t az Egyes\u00fclt Kir\u00e1lys\u00e1g \u00e9s India k\u00f6veti, 1-1 milli\u00e1rd doll\u00e1rral. \u201eM\u00e1r egy ideje k\u00f6zeledett a pillanat, amikor az internetes k\u00f6lt\u00e9sek el\u00e9rik a glob\u00e1lis hirdet\u00e9si k\u00f6lt\u00e9sek fel\u00e9t, de csak most v\u00e1lt val\u00f3s\u00e1gg\u00e1 az el\u0151rejelz\u00e9seinkben\u201d \u2013 mondta Jonathan Barnard, a Zenith forecasting vezet\u0151je. \u201e\u00c9s m\u00e9gis, 2021 lesz az els\u0151 \u00e9v 2001, a dotcom bubor\u00e9k kipukkan\u00e1s\u00e1nak \u00e9ve \u00f3ta, amikor az internetes hirdet\u00e9si k\u00f6lt\u00e9s egy sz\u00e1mjegy\u0171 n\u00f6veked\u00e9st mutat majd\u201d \u2013 tette hozz\u00e1.<br \/>\nA rekl\u00e1m \u00e9s a hirdet\u00e9sek piac\u00e1val, helyzet\u00e9vel, kih\u00edv\u00e1sai az idei Internet Hungary konferenci\u00e1n is foglalkoznak az \u00e1gazati szerepl\u0151k \u00e9s szak\u00e9rt\u0151k.  K\u00f6vesd az oldalunkat a\u00a0Facebook-on \u00e9s a\u00a0<a href=\"https:\/\/twitter.com\/digitalhungary\" target=\"_blank\" rel=\"noopener noreferrer\">Twitteren<\/a> is!<script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/>\n<!--noindex--><br \/>\n<a href=\"https:\/\/www.digitalhungary.hu\/media\/A-nagy-markak-tovabb-hisznek-a-hagyomanyos-mediaban-de-zuhan-a-print-es-a-teve-is\/8913\/\" rel=\"nofollow\">Source link <\/a><br \/>\n<!--\/noindex--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>2021-re az internetes rekl\u00e1mk\u00f6lt\u00e9sek a glob\u00e1lis hirdet\u00e9si k\u00f6lt\u00e9sek t\u00f6bb mint 50 sz\u00e1zal\u00e9k\u00e1t teszik majd ki, a jelenlegi 47 sz\u00e1zal\u00e9kos ar\u00e1ny 52 sz\u00e1zal\u00e9kra n\u0151 \u2013 der\u00fcl ki a Zenith Advertising Expenditure Forecast c\u00edm\u0171 jelent\u00e9s\u00e9r\u0151l. Ugyanakkor a piac n\u00f6veked\u00e9se lelassulni l\u00e1tszik, a tavalyi 17 sz\u00e1zal\u00e9kos n\u00f6veked\u00e9shez k\u00e9pest id\u00e9n m\u00e1r csak 12 sz\u00e1zal\u00e9kos b\u0151v\u00fcl\u00e9ssel lehet sz\u00e1molni, 2021-re pedig [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-9476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalis-marketing-hirek"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A nagy m\u00e1rk\u00e1k tov\u00e1bb hisznek a hagyom\u00e1nyos m\u00e9di\u00e1ban, de zuhan a print \u00e9s a t\u00e9v\u00e9 is - M\u00e9dia - Super News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/super-news.info\/hu\/a-nagy-markak-tovabb-hisznek-a-hagyomanyos-mediaban-de-zuhan-a-print-es-a-teve-is-media\/\" \/>\n<meta property=\"og:locale\" content=\"hu_HU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A nagy m\u00e1rk\u00e1k tov\u00e1bb hisznek a hagyom\u00e1nyos m\u00e9di\u00e1ban, de zuhan a print \u00e9s a t\u00e9v\u00e9 is - M\u00e9dia - Super News\" \/>\n<meta property=\"og:description\" content=\"2021-re az internetes rekl\u00e1mk\u00f6lt\u00e9sek a glob\u00e1lis hirdet\u00e9si k\u00f6lt\u00e9sek t\u00f6bb mint 50 sz\u00e1zal\u00e9k\u00e1t teszik majd ki, a jelenlegi 47 sz\u00e1zal\u00e9kos ar\u00e1ny 52 sz\u00e1zal\u00e9kra n\u0151 \u2013 der\u00fcl ki a Zenith Advertising Expenditure Forecast c\u00edm\u0171 jelent\u00e9s\u00e9r\u0151l. 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