recent trends in digital advertising throughout europe (alain heureux - iab)
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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
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
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!
3
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
€20.9 billion
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
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
CEE markets grow most rapidly
10%
20%
30%
40%
50%
60%Online ad growth
0%
10%
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
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
The total media picture
+
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Online deep dive
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
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
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
The Internet evolution
87%online
in Northern Europe81%
online in Western
Europe
19
61%online
in Southern Europe
55%online
in Central & Eastern Europe
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
More connected = more engaged
56% Multi-tasking across devices in 2 years
21
50%Multi-task across devices
in 28 markets
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
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
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
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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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
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
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
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 Youpresident@iabeurope.eu
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