2011 is now in our rearview mirror and as we look forward to 2012 there’s no question that the Internet has reached mass media status. Users are doing much more than just email or search and marketers now have a plethora of target demographics and platforms to choose from.

According to a new study by eMarketer, about two-thirds of web users will use social networks next year, and more than 90% can be found on Facebook. Also, audience size is quickly growing for professional online video consumption, such as TV shows and movies, and web users are increasingly turning to their desktops, laptops, tablets, and mobile phones to watch online content. As more professional content becomes available online and on a variety of devices, premium video viewing is increasing in importance for Internet users. It is estimated by eMarketer that in the US, online video viewers will reach over 70% of Internet users, while all mobile video viewers will increase up to 21.1% from 2011.

Smartphone and mobile uptake have facilitated more advanced mobile activities beyond video as well, including mobile shopping, buying, gaming, and more. As audiences consume more content on more devices and platforms, the chances for increased exposure for marketers and brands also increase and they can facilitate new experiences and activities for an ever growing digital population. Many mobile users are turning into shoppers and buyers on the go. According to eMarketer, 94% of smartphone users are mobile Internet users and nearly 73 million mobile users ages 14 and up will browse or research products and services on their phones in 2012.

As various digital media devices and platforms grow in 2012, advertisers and marketers must make educated decisions in order to fuel healthy monetary growth. As media consumption continues to evolve, new freemium business models for tech companies such as Spotify, Pandora, Hulu, Facebook, and other social network providers create strong opportunities for advertisers and brands to reach targeted demographics on multiple mediums or platforms. With an estimated 239 million Internet users and 157 million social network users in 2012 in the US alone, advertisers have plenty of options going into the New Year.

The 2012 digital frontier will present some new and exciting challenges for businesses around the world. 2011 was a great year for digital advertising and our resolution this year is simple, we look forward to serving you going into 2012. What was your digital marketing New Year’s resolution?

Caleb Hill, Senior VP Global Account Measurement and Operation, MediaMind shares the vision of advertisers sharing brand messages across multiple devices with increased accountability and engagement at iMedia.

Editor’s Note: This article originally appeared in iMedia by Gretchen Hyman.

“In a presentation titled the “Convergence Collision,” MediaMind’s global director of media innovation, Dean Donaldson, dazzled the Spotlight audience at the iMedia Agency Summit by highlighting the quickly approaching turning point in digital’s history as television and mobile technology converge in the most optimum way for consumers and advertisers alike.”

MediaMind is pleased to introduce you to Benson Ho, MediaMind’s new Country Manager in China.  He recently spoke with the Creative Zone blog about the market in China and his plans to expand MediaMind activity in the region.


MM: Tell us a little about yourself – how long have you been in the industry?

BH: I am originally from Hong Kong.  Prior to joining MediaMind, I was an entrepreneur with my own companies that focused on system development, digital campaign optimization, SEM/SEO, e-marketing research and consulting for 9 years.  I have also worked with Microsoft, Seagate and Modem Media as a project manager, QA manager and CTO for the beginning 9 years after my university studies.


MM:  What are the biggest challenges facing the online advertising market in China?

BH:   The biggest challenge is to spread the true benefits of best practices across the e-marketing ecosystem in China.  In other words, merging different cultures together has never been the easiest thing to do in our history.

MM: What advice do you have for international brands interested in running online advertising campaigns for the first time in China?

The words “China localization” may seem easier than it is for most global companies who have a lot of real experience in building their businesses successfully in other countries.  Global brands may think China is just another country; every country manager thinks their country is unique.   But after the first few years of being in the market, brands will agree that China is very different.  Understanding the differences can be a good start.   Being patient and continuing to ask deeper and rational questions about the reasons behind the differences will help us to integrate ourselves into the society and to find the solutions.

MM:  What will be your initial goals for MediaMind operations in China?

BH:  I plan to focus on three areas:

• To learn and understand internally and externally about the company to set the high-level digital direction for MediaMind in China.  
• To communicate with regional and global brands transparently about the findings, insights and new suggestions for our China market.
• To ‘swim in the blue ocean’ with good partners and achieve goals accordingly.

 MM:  Anything else?

BH:  It is always fun and exciting to face new challenges when we take on a new role.  Different KPIs from both internal and external parties will come naturally, formally and informally.   But, the most important thing is to enjoy this journey, make good friends and give my support to this e-marketing initiative.

Visit www.mediamind.com/domorewithdigital to download the infographic and the Benchmark Report.