introduction - iab australia · 2013. 12. 10. · • the interactive advertising bureau (iab)...

February 2013 IAB Automotive Seminar

© 2013 IAB Australia Pty Ltd

Introduction



Who We Are

• The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online and mobile advertising in Australia.

• Our main objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.

• Our membership consists of media owners, agencies and advertisers.

• We work with our members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy.

• We are one of over 40 IABs around the world.



What We Do

COUNCILS REGULATORY

AFFAIRS RESEARCH PUBLICATIONS AWARDS

EVENTS MOBILE WWW EDUCATION & TRAINING

ADVOCACY



Our Market - Online Advertising Expenditure

PwC - IAB Online Advertising Expenditure Report – December 2012

$236 $388

$620

$1,001

$1,346

$1,710 $1,871

$2,331

$2,827

$3,343

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12

Mill

ion

s

Total Market $ Expenditure by 12 months to 31st December 2012



Our Market Outlook

Source: PwC Outlook Australian Entertainment & Media 2012-2016



Auto - #1 Category for General Display Advertising


11.0%

3.6%

3.1%

4.1%

4.7%

5.6%

6.1%

9.3%

6.4%

8.1%

8.2%

14.1%

15.9%

11.9%

2.5%

3.4%

3.5%

4.6%

5.3%

6.9%

7.1%

7.1%

8.3%

8.4%

12.5%

18.7%

Other

Insurance

Media

Government

Health, Beauty, Pharmaceuticals

Travel/Accommodation

Retail

Computers & Communications

FMCG

Entertainment & Leisure

Real Estate

Finance

Motor Vehicles

2012 2011

Advertising Expenditure By Industry - General Digital Display



Growth of Video


$14.5

$18.4 $18.5 $17.8 $18.8

$22.9

$20.7

$28.5

March Qtr2011

June Qtr 2011 Sept Qtr 2011 Dec Qtr 2011 March Qtr2012

June Qtr 2012 Sept Qtr 2012 Dec Qtr 2012

Video Advertising Revenue by Quarter to 31st Dec 2012



Embracing Video & Rich Media

http://www.adweek.com/news/technology/lexus-nabs-100k-video-views-facebook-10-minutes-146726

http://www.iabaustralia.com.au/-/media/IAB/Resources/CS%20Case%20Study/Round%206-4.ashx http://vimeo.com/34998170



















http://www.iabaustralia.com.au/-/media/IAB/Resources/CS Case Study/Round 6-4.ashx






http://vimeo.com/34998170

http://vimeo.com/34998170



Multi-Screen

• The IAB and Pollinate have partnered to conduct a major consumer research study measuring and evaluating the day to day behaviour of Australian consumers across devices - TV, PC, laptop, tablet & smart phone.

• Findings reveal:

• 52% of people are using two devices simultaneously at least once a day

• 48% of smart phone owners check their phone immediately after waking and last thing before going to bed

• Join us on 6 March to find out more!



Multi-Screen

http://www.youtube.com/user/mercedesbenzuk/youdrive

Mercedes-Benz Multi Screen Ad Experiment – UK In Oct 2012, Mercedes-Benz tapped into the tweeting trend by allowing people to decide the storyline of its ads for the new A-Class car. At the end of the first 60-second TV spot, which launched during a break in The X Factor, it invited viewers to choose what happened next via Twitter using the hashtag #youdrive. The selected ending was then added to the first ad and aired the next day during the same programme.





Mobile


$4.3 $5.6

$7.5 $9.5

$13.0

$17.6

$21.9

$33.8

March Qtr2011

June Qtr2011

Sept Qtr 2011 Dec Qtr 2011 March Qtr2012

June Qtr2012

Sept Qtr 2012 Dec Qtr 2012

Mobile Advertising Revenue by Quarter to 31 Dec 2012



Automotive sector starting to embrace mobile

http://www.mediapost.com/publications/article/193384/mobile-ads-trump-tv-to-promote-terrain-suv.html#axzz2Kq09hGeY

http://econsultancy.com/au/blog/61962-how-nissan-used-a-mobile-game-to-launch-the-new-juke-nismo?utm_medium=email&utm_source=daily_pulse

http://www.mediapost.com/publications/article/193384/mobile-ads-trump-tv-to-promote-terrain-suv.html












































Car brands – the new media owners?

http://www.emarketer.com/Article/In-Vehicle-Connectivity-Takes-Front-Seat-Among-Automakers/1009665


















How we can help



Creativity – Our Awards

IAB Australia Awards • The online advertising industry's pre-eminent annual

awards for creativity and effectiveness in Australia

• 14 categories

• Awards Ceremony for over 600 people on 11 July

• Entries open on 5 March

IAB Creative Showcase • A bi-monthly competition celebrating cutting-edge

creativity and innovation

• Winners announced at bi-monthly luncheons, next luncheon 9 April

• creativeshowcase.net.au

http://www.creativeshowcase.net.au/



Education - IAB Training Courses

• Highly practical, objective, short & intensive courses held in small group environment. All courses feature the latest IAB research, standards, guidelines & best practices and local case studies.

• Delivered in partnership with The Knowledge Engineers, the leading global digital training provider.

• 2013 Courses:

• Digital Fundamentals (2 days) – Feb & July

• Mobile Fundamentals (1 day) – Apr & Aug

• Display Advertising & Video (1 day) – Mar & Aug

• Measurement & Evaluation (1 day) – Jun & Nov

• Integrated Strategy (1 day) – Jun & Oct

• Digital Media Sales (2 days) – May & Sep

Booking open now at: www.iabaustralia.com.au/training

http://www.iabaustralia.com.au/training



Honorary Membership

• The IAB offers a free Honorary Membership program for advertisers

• Membership is company wide

• It gives you access to:

• our online resources, including case studies, research pieces etc

• discounted or free tickets to our events

• discounted rates for training courses and much more

• All we need is the contact details of 3 employees

• We will set everything up for you in 24h

• To join – please talk to Caroline



Summary & Key Dates

1. Multi-Screen o IAB Multi-Screen Briefing – 6 March

o IAB Training: Integrated Strategy – 19 June

2. Mobile o IAB Research – End of March

o IAB Training: Mobile Fundamentals – 17 April

o IAB Event: Mobile – 19 March

3. Creativity o IAB Awards – entries open 5 March, Ceremony 11 July

o Creative Showcase – 9 April

o IAB Training: Display Advertising & Rich Media – 14 March

o Subscribe to the IABrief, our montly newsletter to stay up-to-date!

http://www.iabaustralia.com.au/Membership/Newsletter_Subscription.aspx







Q & A



Summary & Key Dates

1. Multi-Screen o IAB Multi-Screen Briefing – 6 March

o IAB Training: Integrated Strategy – 19 June

2. Mobile o IAB Research – End of March

o IAB Training: Mobile Fundamentals – 17 April

o IAB Event: Mobile – 19 March

3. Creativity o IAB Awards – entries open 5 March, Ceremony 11 July

o Creative Showcase – 9 April

o IAB Training: Display Advertising & Rich Media – 14 March

o Subscribe to the IABrief, our montly newsletter to stay up-to-date!








Thank you to our sponsor & hosts:

introduction - iab australia · 2013. 12. 10. · • the interactive advertising bureau (iab)...

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