EMEA - Introduction

Europe, the Middle East and Africa is an immense geographical region, with a predictably diverse media landscape.

Europe alone can be best described as a two-speed region, as traditional media stagnates in Western Europe, with any noticeable growth coming from digital channels alone. Eastern, or "emerging" Europe, meanwhile, is experiencing massive growth, particularly marked in Russia, where TV is fuelling media spend.

The opening feature in this supplement provides a snapshot of media growth markets across this remarkably diverse region, bolstered with insight from agency heads, media owners and analysts.

Adam Smith, futures director at GroupM, which provided the figures, says Russia is now a top-five growth country in EMEA, overtaking Spain. "If some calamity hit Russia," he warns, "it would affect the whole region."

Media Week's inaugural EMEA supplement is timely: according to ZenithOptimedia forecasts, the Middle East is seeing the biggest growth in advertising. Where once central and eastern Europe were the primary focus for pan-European media owners, they are now setting their sights on Abu Dhabi, Qatar and Dubai, as these cities aim to become financial and media centres in their own right.

One thing that is consistent is the inimitable rise of digital. Again, Russia is leading growth - recent comScore figures reveal that the country has the fastest-growing internet population in Europe.

To help media planners respond to the evolving ways that people consume media globally, the European Media & Marketing Survey has this year launched Digital Life - an annual diary-based survey of digital consumption habits using 90% of the EMS sample (38 million Europeans across 19 countries). Its aim is to track media consumption in minute detail to better understand people's specific needs and chosen platforms throughout the day.

Reiner Schaper, head of EMS, explains: "Our latest results prove that print and TV are still the major means of communication for Europe's upscale elite. Now, the internet has become another important source of information for decision-makers. Digital Life will offer a more three-dimensional picture of how people consume media."

This supplement has also been designed to help planners understand how consumers and media operate across the region. Enjoy.

Harriet Dennys, Features editor, Media Week

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