recent trends in digital advertising throughout europe (alain heureux - iab)
Post on 22-Oct-2014
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DESCRIPTION
What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.TRANSCRIPT
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IAB Europe
SEMPL 2012
« Trends, Facts and Figures from the European Digital Advertising Industry »« Trends, Facts and Figures from the European Digital Advertising Industry »
Portoroz
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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WE’RE ON A MISSION
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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to grow the market of
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DISRUPTIVE?
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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DISRUPTIVE?
YES….BUT NOT CRAZY!
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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PROVEN RESULTSTO CONVINCE AND REASSURE
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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TO CONVINCE AND REASSURE
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€20.9 billion
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17,1
19,6
24,5
27,5
31
17,7
21,5
25
30
1820
25
30
35 Expenditures (Blj€)
USA>15% in 2012
7
Source IAB/PWC/ScreenDigest
17,1
15,3
12,5
6
12
0
5
10
15
2009 2010 2011 2012 2013
EUCHINA
>15% in 2012
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Key facts and figures:
• A €20.9bn market
• Double-digit growth despite tough economic conditions
• Search reclaims status as fastest-growing segment: +17.9%
• Internet contributes 21.8% to all media spend up from 19.7% • Internet contributes 21.8% to all media spend up from 19.7%
• Video and mobile advertising gain leverage
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CEE markets grow most rapidly
10%
20%
30%
40%
50%
60%Online ad growth
0%
10%
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CONSUMER DRIVENCHALLENGING OUR PRACTICES
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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CHALLENGING OUR PRACTICES
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FROM A PASSIVE AUDIENCE…
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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…TO AN ACTIVE USER
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Consumers want to be
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising.Source : MC DC Survey
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The total media picture
+
14
Online deep dive
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Coverage and Methodology
• Fieldwork took place in 28 markets in February 2012
• An Omnibus + Online methodology was used across all countries totalling nearly 50,000 interviews
• The application of quotas ensured that representative
Russia
PolandDenmark
Sweden
Norway
Finland
CzechRepublic
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ensured that representative samples were achieved in each Market
→ quotas on age, gender, education and regional distribution were applied
Hungary
ItalySpain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Germany
Netherlands
Ukraine
Bulgaria
Romania
Ireland
GreeceSlovenia
Croatia
Slovakia
SerbiaAustria
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Mediascope Europe – Local Sponsors - Slovenia
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The Media evolution
426.9mof Europeans are online
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Total adult European population of 652.1million
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The Internet evolution
Online penetration
65%of all Europeans are online
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European Internet users spend on average 14.8hrs online per week
Online penetration since 2010 has increased by 19% and the average number of hours
spent online risen by 15% across Europe 10
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The Internet evolution
87%online
in Northern Europe81%
online in Western
Europe
19
61%online
in Southern Europe
55%online
in Central & Eastern Europe
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Online 14.8hrs 15%Since 2010*
Radio 12.7hrs
TV 16.8hrs 11%Since 2010*
The European media consumption landscape
Hours per week used
12.1 hrs
13.6 hrs
15.4 hrs
20
Radio 12.7hrs
Newspapers 4.6hrs 2%Since 2010*
Magazines 4.0hrs 3%Since 2010*
*Based on EU10
15.4 hrs
4.1 hrs
3.5 hrs
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More connected = more engaged
56% Multi-tasking across devices in 2 years
21
50%Multi-task across devices
in 28 markets
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Shows Brand relationships grow via digital touchpoints
15%
40%More likely
‘Super connected users’more likely to engage in similar content across devices,
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15%More likely
devices, find out more about products seen advertised
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More themes to explore
→ Internet everywhere by any means → Connectivity via mobile phones increasing engagement→ Media multi-tasking means more active consumers→ Consumers have instant access to information at their fingertips→ Brand relationships grow via digital touchpoints
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→ Brand relationships grow via digital touchpoints→ Internet enriches consumer communication→ Online plays a key function in the purchase funnel, online and
offline
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RESPECTFULREDEFINING PRIVACY
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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REDEFINING PRIVACY
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Control of data is a hot topic
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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37% is not using location-based servicesbecause of privacy concernsSource : MC DC Survey
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SELF-REGULATION
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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ORGANIZED INDUSTRY
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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ORGANIZED INDUSTRYTO SUSTAIN THE GROWTH
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Stakeholders and dedicated staff :• 28 countries with over 150 staff• 80 corporate members• more than local 5000 members
Potential countries in 2013?
November 2012:
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Potential countries in 2013?• Many new initiatives
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Thank You
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Thank [email protected]