english version: interactive advertising trends 2014: usa, europe, iab russia. 20141023 ilive...
DESCRIPTION
The role of the professional community Interactive Advertising Bureau (IAB) in the development of the market. Interactive Advertising Trends 2014: Mobile Ad, Programmatic, Big Data, Digital Video Ad, Viewable Impressions (3MS), Multi Channels Communications and Automation. View from Russia to the Baltic region.TRANSCRIPT
Interac(ve Adver(sing Trends in USA, Europe and Russia Boris Omelnitskiy, IAB Russia President 23.10.2014, Riga, Latvia, iLiveConference
IAB – Interactive Advertising Bureau • Global public organiza/on uni/ng par/cipants of the interac/ve adver/sing industry worldwide. • IAB works in 42 countries on 4 con/nents. • The na/onal branch of the IAB are independent organiza/ons and are managed by local
members.
IAB Mission is Growth Professional community of IABs works for interac/ve adver/sing market development • Standards • Research • Educa/on • Events • Self Regula/on • Interna/onal Coopera/on
www.IAB.net
IAB Russia -‐ 29 members October, 2009: IAB Russia was established March, 2011: The beginning of opera/on ac/vity
www.IABRUS.ru
TRENDS 2014
Source: chiefmartec.com
1. Mobile Adver(sing 2. Programma(c (RTB, Private Deals) 3. Big Data 4. Digital Video Adver(sing 5. Viewable Impressions (3MS) 6. Cross Channels Communica(ons 7. Automa(on
Mobile Adver/sing
Ad Formats Share
24%
Mobile Adver/sing Defini/on Adver/sing tailored to and delivered through wireless mobile devices such as smartphones (e.g. Blackberry, iPhone, Android, etc.), feature phones (e.g. lower-‐end mobile phones capable of accessing mobile content), and media tablets (e.g. iPad, Samsung Galaxy Tablet, etc.). Typically taking the form of sta/c or rich media display ads, text messaging ads, search ads, or audio/video spots, such adver/sing generally appears within mobile websites (e.g. websites op/mized for viewing on mobile devices), mobile apps (e.g. applica/ons for Smartphones running iOS, Android, Windows Mobile or other opera/ng systems), text messaging services (i.e. SMS, MMS) or within mobile search results (i.e., 411 lis/ngs, directories, mobile-‐op/mized search engines). Mobile adver/sing formats include: Search, Display (banner ads, digital video, digital audio, sponsorships, and rich media), and Other adver/sing served to mobile devices.
Source: IAB internet adver/sing revenue report 2014 H 1
Programma/c (RTB, Private Deals)
Source: IAB Open RTB Specifica/on 2.2
Programma/c Share Forecast
Source: eMarketer
Big Data
Digital Video
Digital Video in Russia
© 2014, VI, Tatiana Firsova
In-‐Stream Video Adver/sing 2,9 bln. Rub. in 2013 16% of Display Forecast on 2018: 33% of Display
Viewable Impressions (3MS)
Making Measurement Make Sense (3MS) is a cross-‐industry ini/a/ve focused on five areas: 1. defining impressions; 2. establishing audience currency – viewable impressions; 3. crea/ng a standard classifica/on of ad units; 4. defining ad performance metrics, 5. establishing brand a`tudinal measures www.measurementnow.net/
Are your ad is viewable?
Cross Channels Communica/ons
Automa/on
USA
US interac/ve adver/sing market 2004-‐2013
US market growth 2014/13 half 1 – 15%
Pricing models share, 2005-‐2013
Ad Revenue by media in USA, 2013 (bln. USD)
Key Digital Adver/sers Segments in USA, 2013
EUROPE
IAB Europe AdEx Benchmark Report-‐2013
26 countries 26 IAB organiza/ons
Europe Interac/ve Adver/sing Market , 2006-‐2013
Ad Formats Dynamic, 2013/2012
TOP-‐10 European Digital Ad Markets, 2013/2012
Rest European Countries 2013/2012
Growth by Countries: 2013/2012
Ad Revenue by Media in USA, 2013 (bln. Euro)
Av. online spend per capita in Europe – 37,4 Euro
RUSSIA
Russian interac/ve adver/sing market 2008-‐2013
0,00
10,00
20,00
30,00
40,00
50,00
60,00
70,00
80,00
2008 2009 2010 2011 2012 2013
SEM
Display
51,6
2009/2008 2010/2009 2011/2010 2012/2011 2013/2012 Display 4,05% 60,91% 45,71% 16,99% 12,29%
SEM 0,00% 88,57% 62,58% 44,91% 34,38% Digital 1,70% 76,67% 55,97% 34,69% 27,35%
bln. Rub.
Source: AKARussia.ru
Share by media in Russia, 2013/2012
48%
5% 11%
12%
22%
2%
2013
TV
RADIO
PRINT MEDIA
OUTDOOR
INTERNET
REST of media
48,1%
4,9% 13,8%
12,7%
18,9%
1,6%
2012
Source: AKARussia.ru
Comparison USA and Russia Digital Ad markets 2008-‐2013
$ 0
$5000000 000
$10000000 000
$15000000 000
$20000000 000
$25000000 000
$30000000 000
$35000000 000
$40000000 000
$45000000 000
2008 2009 2010 2011 2012 2013
Russia
US
0,00
5,00
10,00
15,00
20,00
25,00
30,00
35,00
40,00
45,00
50,00
2008 2009 2010 2011 2012 2013
Gap US/Russia
Sources: AKARussia.ru, IAB Global, PwC
Volume US/Russia
IAB Russia Digital Advertisers Barometer-2014
Source: 2014, IAB Russia Digital Adver/sers Barometer
How has the adver/sing budget of your brand (converted to RF rubles) changed in 2014 compared to 2013?
In 2014, 65% of large Internet companies going to increase budget for online adver/sing by more than 10%
Budgets share by Formats
25%
3%
12%
26%
9%
6%
1% 10%
4% 3%
Banner Rich Media Digital Video Search social ads Sponsorship Classifieds Lead Genera/on Mobile
© 2014, IAB Russia Digital Adver/sers Barometer
Key Trends in Russia • Mobile adver(sing has become a notable adver/sers have no/ced this type of adver/sing and began to use: experiments and part of the strategy • Video adver(sing has become a massive tool • RTB – is not three terrible le[ers any more • The site loses value
effec/ve communica/on needs a lot of landings in every channel • Automa(on
no more context ad without automa/on tools
© 2014, IAB Russia Digital Adver/sers Barometer
The growth of the adver(sing budgets do not affect its value Our respondents told us the following: "we will use online adver/sing, because we can't not use it, and it is a ques/on of the channel, but not the price".
© 2014, IAB Russia Digital Adver/sers Barometer
Links and Sources 1. IAB Global Site hmp://www.iab.net/ 2. IAB Russia Site hmp://www.iabrus.ru/ 3. RACA -‐ Russian Adver/sing Market Report hmp://www.akarussia.ru/knowledge/market_size/ 4. The IAB Internet Adver/sing Revenue Report hmp://www.iab.net/research/industry_data_and_landscape/adrevenuereport 5. Digital Ecosystem of Russian Market hmp://www.diges.ru/ 6. RAEC overview RuNet economic 2012/2013 hmp://raec.ru/upload/files/131010.pdf 7. IAB Russia Digital Adver/sers Barometer – 2014 hmp://www.slideshare.net/Data_Insight/201409en-‐iab-‐russia-‐digital-‐adver/sers-‐barometer hmp://iabrus.ru/docs/report_iab.pdf 8. MIXX Russia Conference Site hmp://mixxrussia.ru/ 9. Making Measurement Make Sense – Viewable Impressions Ini/a/vehmp://www.measurementnow.net/ 10. Open RTB Specifica/on 2.2. hmp://www.iab.net/media/file/OpenRTBAPISpecifica/onVersion2_2.pdf
2.12.2014, Moscow www.mixxrussia.ru
Thank you for amen/on, Boris Omelnitskiy, President IAB Russia, [email protected] @baoizm