‘Marketers must adapt to consumer-controlled media’

Marketers have to adapt to a “brave new world” where the balance of power has shifted in favour of consumers, who will be increasingly using technology – in particular mobile handsets – to control and comment on the media they consume, according to a new study from OgilvyOne.

In Europe, the Middle East and Africa (EMEA), the spend on internet advertising is expected to increase by over 20% a year, upping share of spending from 4% in 2005 to 6% in 2008, or a total of $8.3bn (&£4.7bn).

The report highlights five global issues: how higher broadband penetration is dramatically altering consumers’ media experience; how increased consumer choice and control is forcing brands to invest in engaging content and new levels of interactivity; how high-speed wireless networks are changing consumers’ use of mobile devices; the education of consumers about new digital media and terminology; and why Third World countries are developing some of the most innovative communications media over the next 18 months, and how Western brands should look to these countries for innovation in media usage.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here