2009 - publicité interactive

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  • 1. Interactive Advertising Outlook 2009 A Report to the JP Morgan Chase Virtual Advertising Summit Cyberspace,NewYork January26,2009
  • 2. IABs Mission Remains GROWTH TheInteractiveAdvertising Bureauisdedicatedtothe growthoftheinteractive advertisingmarketplace,of interactivesshareoftotal marketingspend,andof ourmembersshareof totalmarketingspend. 2
  • 3. Our ~400 Members Represent 86% of Measured U.S. Interactive Advertising Revenues Membership Sample
  • 4. 2009 Themes Interactive continues to grow despite strong economic headwinds Medium girded by its breadth of options, from above-the- line to below-the-line Consumers increasingly embracing digital media in all forms Share shift by marketers from offline to online to tap into the variety, reach, targetability, and effectiveness of interactive media Emerging platforms provide new opportunities for marketers to engage and learn from their customers
  • 5. 2008 First Nine-Month Revenues Totaled Over $17 Billion FirstNineMonthRevenues 2007vs.2008 $millions Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results October 2008, and Q3 November 2008 combined
  • 6. Historical Quarterly Revenue Trends Since the third quarter of 2002, revenues have increased 21 of the past 24 consecutive quarters. Quarterly Revenue growth remains strong on a cumulative year-over-year percentage and dollar basis. Quarterly$RevenueGrowthComparisons 20002008YTD $millions 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2008
  • 7. Seasonal Trends Relatively Strong Through First 9 months $21.2B 28% $16.9B 28% $12.5B $millions 29% $9.6B $8.1B 28% $7.1B $7.3B 72% 26% $6.0B 23% 30% 72% $4.6B 26% 71% 38% 72% 74% 77% 70% 74% 62% Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2008
  • 8. YOY % Search & Display Spend Grow Lead Gen 7% Classifieds Email 14% 2% Search 44% (41% in 07) Display* 33% (32% in 07) 2008 First Six-Month Revenues: $11.5 Billion Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2007, 2008 * Display-related advertising includes Display Banner Ads, Rich Media, Digital Video and Sponsorship
  • 9. Interactive is the fastest-growing display medium PercentageChangeinMeasuredAdSpending: JanSept2008vs.JanSept.2007. Media Sector Percentage Change Television Media 2.1% Magazine Media -3.9% Newspaper Media -10.0% Internet (Display Ads Only) 7.0% Radio Media -8.8% Outdoor -0.5% FSIs 0.9% Total -1.7% Source:TNSMediaIntelligenceReportsU.S.AdvertisingExpendituresDeclined1.7PercentinFirstNineMonthsof2008,TNSMediaIntelligence PressRelease,Dec.11,2008.NoteTNSdoesnottracksearchadvertisingrevenue.URL:http://www.tnsmi.com/news/12112008.htm
  • 10. US Online Social Network Ad Spending Projected to Grow $millions Source: eMarketer, December 2008
  • 11. Key Growth Drivers
  • 12. Drivers of Interactive Ad Growth Include Rising Broadband Penetration USBroadbandHouseholds (inmillions) Source:JupiterResearchInternetAccessModel,3/07(USOnly)
  • 13. Consumers Time Spent Online Keeps Increasing 18.0 15.3 16.0 14 13.5 Average Weekly Hours Online 14.0 12.5 11.1 12.0 9.8 9.4 10.0 8.0 6.0 4.0 2.0 0.0 2001 2002 2003 2004 2005 2006 2007 Source:USCAnnenbergSchoolCenterfortheDigitalFuture,The2008DigitalFutureReport,andpreviousDigitalFutureReportreleases.
  • 14. Search Is Now Habitual 100% 91% 91% 90% 89% 89% 90% 85% Percentage of US Online Adults 88% 84% 80% Using Search Engines 70% 60% 50% 49% 42% 41% 41% 40% 38% 31% 30% 30% 29% 20% 10% 0% Sep-02 Sep-03 Sep-04 Sep-05 Sep-06 Sep-07 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 May-02 May-03 May-04 May-05 May-06 May-07 May-08 Used Search Engine Ever Used Search Engine Yesterday Source:AlmostHalfofAllInternetUsersNowUseSearchEnginesonaTypicalDay,PewInternet&AmericanLifeProjectDataMemo, August6,2008Link:http://www.pewinternet.org/PPF/r/258/report_display.asp
  • 15. During 2008, US Search Volumes Grew by 15-26% Each Month 30% USCoreSearchGrowthRates,YearOnYear Percentage Growth Rate of US Core Searches, 26% 25% 23% 22% 20% 19% 19% 19% 18% 19% 20% 17% Year-on-Year 15% 15% 10% 5% 0% Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Source:comScoreqSearch,quotedinComScore:YouTubeNow25PercentofAllGoogleSearches,TechCrunch,Dec.18,2008, http://www.techcrunch.com/2008/12/18/comscoreyoutubenow25percentofallgooglesearches/
  • 16. Digital Video Is Now a Mainstream Medium USMonthlyVideoStreamsServed 9.50 10.00 9.00 8.00 7.00 6.20 (Billions) 6.00 5.00 4.00 3.00 2.00 1.00 0.00 December-07 November-08 KeyNovember2008Data(Nielsen): StreamsServed:9.5billion UniqueViewers:124.3million Streams/Viewer:76.8streams TimeperViewer:177.9minutes Source:Nielsen:9.5BVideoStreamsinNovember,NewTeeVee.com,Dec.30,2008;NielsenOnline'sVideoCensus:NetworksFailingToReach MenOnline,MediaPostOnllineMediaDaily,Feb.15,2008.
  • 17. Smartphones Are Unleashing Mobiles Potential As of 2Q 2008, in the US: More than 26 million mobile subscribers use a smartphone device Smartphones represent 16% of recent mobile device acquisitions 57% of smartphones are acquired by personal users 30% of smartphone users are likely to upgrade their device in the coming year Source:NielsenProivdesiPhone3GandSmartphoneStatistics,NielsenMobilePressRelease,October16,2008.URL: http://www.nielsenmobile.com/html/press%20releases/iPhone3GandSmartphoneStats.html
  • 18. Social Media Sites Already Exceed Televisions Reach WorldwideAudienceforTop10SocialMediaSites,November2008 250 221.5 Monthly Global Unique Visitors TotalSocialMediaAudience:691M,or69.4%reach 200.2 Facebooksaudiencegrew116%fromNov07Nov08 200 (in Millions) 150 126.2 113.7 100 86.8 69.2 63.9 58.1 46.4 45.6 50 0 5 ut rt er kr ok ce ss es es HI pa k gg ic a re it i bo ac Or Sp Fl xA oc dp o Sp ce Bl My Si Ge or Fa ve W o Li ho ws Ya do in W Source:comScoreasreportedinTopSocialMediaSitesof2008(FacebookStillRising),TechCrunch,Dec.31,2008.
  • 19. Consumers want the Internet to be ad-supported For both mobile and PC video, 70% of consumers prefer ad-supported models over consumer-paid models. (IBM study across 6 major international markets) 67% of US consumers ages 25-34 and 75% of consumers aged 13-24 would be willing to be exposed to online ads in exchange for free content. 66% of all Internet users would click on more online ads if they were better targeted to them. (Deloitte) Source:IBMStudyShowsConsumersWillAcceptNewFormsofAdvertisingIfCompaniesFollowTheirRules,IBMPressRelease, Nov.17,2008,URL:http://www 03.ibm.com/press/us/en/pressrelease/26077.wss;DeloitteStudyquotedinSurvey:Moreonlineads,freecontent,Forbes,December26,2007,link: http://techland.blogs.fortune.cnn.com/2007/12/26/surveymoreonlineadsfreecontent/
  • 20. Challenges Measurement standardization/simplification Cross-media measurement Antiquated media-mix modeling Overuse/misapplication of DR standards and methodologies Creative shabbiness