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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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IAB Europethe trade association network for the digital industry
WEB IT 2009
« The European Digital Landscape »
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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VISIONMARKETING WILL NEVER BE THE SAME ANYMORE….
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The ad model is changing dramatically
Source: Financial Times
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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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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…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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Internet its not only a new media, it has become the place of interaction between people and brands.
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Things have changed and we need to think in a new model.
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Where are we going to?
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Technology is integrated. Everything´s connected.
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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TWO CHALLENGESBUSINESS AND LEGAL….
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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BUSINESSIT’S ABOUT BRAND ADVERTISING ANDDIRECT RESPONSE
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Total Online Ad Spend Europe vs USA 2007 and 2008 (Million Euros)
€ 10.6€ 12.9
€ 15.0 € 16.6
2007 2008Europe USA Source: IAB Europe/PwC ©
Share of formats 2008
Email €0.2bn,
2%
Search €5.6bn,
43%
Classifieds €3.3bn,
26%
Display € 3.8bn,
29%
Source: IAB Europe/PwC ©
Spend on online as a percentage of all media spend by country
24.4%23.1%
21.1%19.5%
18.0%16.1%
15.2%12.7%
11.5%10.8%10.5%
8.9%8.7%
6.8%2.1%
DenmarkUK
Norway Sweden
NetherlandsFrance
GermanyPolandFinland
HungaryBelgium
SpainItaly
AustriaGreece
Source: IAB Europe/PwC, WARC
Total by Country 2008 and 2007(in million Euros)
€ 2,889
€ 2,501
€ 1,537
€ 729
€ 667
€ 497
€ 282
€ 3,441
€ 2,975
€ 1,821
€ 794
€ 799
€ 628
€ 442
€ 415
€ 345
€ 286
€ 372
€ 340
€ 237
UK
Germany
France
Netherlands
Italy
Spain
Sweden
Denmark
Norway
Belgium
2007
2008
Source: IAB Europe/PwC ©
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Austria
Belgium
UK
Finland
France
Germany
Greece
Hungary
ItalyNetherlands
Norway Poland
Spain
SwedenDenmark
-7%
-6%
-5%
-4%
-3%
-2%
-1%
0%
1%
0%5%10%15%20%25%30%
Proportion of adspend online 2008
Fore
cast
GD
P G
row
th 2
009
(%)
In current downturn, growth will be challenging for online advertising in 2009, especially in mature markets
Source: IMF (for GDP decline), WARC (main media spend), IAB/PwC
Low / no growth
Medium growth
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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LEGALIT’S ABOUT TRUST AND RESPECT
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Consumer in control
• More marketing litterate
• Desire for more autonomyand uniqueness
• Less trusting
• More critical, skeptical
• Even indifferent
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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THE PROSUMERMC DC SURVEY
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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BACKGROUND AND METHODOLOGY
NorthernEurope
EasternEurope
SouthernEurope
WesternEurope
BelgiumN = 2.119
The NetherlandsN = 2.038
FranceN = 2.000
United KingdomN = 2.017
GermanyN = 2.028
SwitzerlandN = 1.996
PolandN = 2.022
RomaniaN = 2.035
HungaryN = 2.010
SpainN = 2.196
ItalyN = 2.086
GreeceN = 1.971
DenmarkN = 1.986
NorwayN = 2.016
SwedenN = 2.081
FinlandN = 2.005
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Internet penetration > 75%
Internet penetration < 50%
Norway83%
3,1 million
The Netherlands85% - 11,4 million
France61%
31,6 million
UK73%
36,6 millionGermany
69% 48,6 million
Switzerland73%
4,6 million
Italy52%
26,5 million
Spain50%
19 million Greece42%
4 million
Denmark80% - 3,5 million
Sweden82%
6,2 million Finland75%
3,3 million
Poland44%
14 million
Hungary45% - 3,8 million
Romania32% - 5,7 million
Internet penetration 50 - 75%
Belgium66%
5,8 million
(*) Countries measured in MC DC 2009Source: MC DC 2009 CATI research and Forrester data
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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TRUSTTRUST
MAIN FOCUS
Transactional
Informational
Commercial
Technological
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Transactional TrustPurchase & Sell products onlineCarry out financial transactions online
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
2410%> European Average
10%< European Average
14%
11%
6%
22%
15%
14%
18%
5%
18%
15%
14%
4%
5%
20%
9%
19%
11%
21%
18%
17%
22%
15%
29%
22%
13%
35%
26%
27%
13%
13%
34%
23%
15%
19%
34%
22%
36%
24%
42%
32%
28%
25%
26%
27%
32%
38%
30%
29%
30%
26%
41%
23%
37%
31%
22%
20%
19%
20%
33%
14%
25%
20%
30%
35%
14%
26%
27%
24%
8%
12%
10%
10%
8%
6%
12%
24%
8%
7%
7%
15%
16%
4%
12%
12%
4%
Fully agree Rather agree Neutral Rather disagree Fully disagree
Transactional TrustInternet Trust
Q : To what extent do you agree with this statement : “I have my doubts about the level of security of online banking (facilities offered by your bank to enable you to administer your accounts, investments, insurance policies... online)”
Top 2 %
35%
29%22%44%30%43%40%18%52%41%41%17%18%54%32%35%30%
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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57 5866
58 61
49
6762
43
22
48
69
48
19
7065 66
43 4234
42 39
51
3338
57
78
52
31
52
81
3035 34
0
10
20
30
40
50
60
70
80
90
100
No
Yes
Transactional TrustE-commerce Experience
Q : Have you ever purchase a product or service on the internet (via any of the connection methods)?
10%> European Average
10%< European Average
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Transactional TrustE-commerce Trust Index
E-COMMERCE TRUST INDEX
184184
10 Points > European Average
10 Points < European Average
100
125
150
175
200
225
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Informational TrustProviding information and publishing information onlineTrust in the information that is available online
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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0%
20%
40%
60%
80%
100%
Informational TrustAdoption Online Identity
Q : Which of the following activities did you perform on the internet? – I am member of an online social network (e.g. MySpace, Facebook, …)
10%> European Average
10%< European Average
45%45%
ONLINE SOCIAL NETWORK
MEMBERSHIP
55%55%
YesNo
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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8%
7%
9%
7%
3%
24%
5%
5%
16%
13%
8%
6%
13%
5%
8%
2%
5%
48%
39%
56%
32%
48%
50%
37%
58%
51%
59%
46%
58%
55%
64%
49%
43%
57%
35%
44%
28%
42%
44%
19%
43%
30%
30%
25%
38%
26%
26%
26%
31%
48%
30%
9%
10%
7%
19%
5%
7%
14%
8%
3%
3%
8%
10%
7%
5%
12%
7%
8%
Yes, a lot Yes, a bit No, not really No, not at all
10%> European Average
10%< European Average
Top 2 %
56%
46%65%39%51%74%42%63%67%72%54%64%68%69%57%45%62%
Informational TrustTrust in Website Privacy Policies
Q : Do you have more trust in a website when it provides a privacy policy?
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Technological TrustTrust in the internet as a technologyAvoidance of doubtful websitesUsage of virus scanners & firewallsFaith & Adoption of cloud computing services
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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YesNoDon’t know
0%
25%
50%
75%
100%
0%
25%
50%
75%
100%
0%
25%
50%
75%
100%
88%88%8%4%
ANTIVIRUS SOFTWARE
76%76%15%9%
USE FIREWALL
49%49%44%7%
STORE PASSWORDS
Technological TrustPrivacy Measures (1/2)
Q : Do you have antivirus software installed on the computer you use the most to access the Internet? – Do you have a firewall/firewall software installed on the computer you use the most to access the Internet? – Do you sometimes store website passwords in your Internet browser so you don't have to type them in the next time you want to access these websites?
10%> European Average
10%< European Average
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Commercial TrustTrust & Avoidance of online advertisingPromotions on the internet vs. traditional media
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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3%
4%
8%
7%
6%
3%
7%
5%
5%
6%
5%
3%
12%
12%
15%
6%
13%
14%
4%
6%
7%
46%
31%
41%
31%
51%
53%
38%
38%
61%
45%
54%
41%
54%
48%
34%
40%
50%
25%
36%
30%
32%
22%
21%
25%
28%
16%
34%
20%
22%
20%
22%
27%
18%
27%
19%
27%
28%
31%
18%
17%
27%
32%
9%
10%
10%
31%
12%
9%
29%
33%
14%
Fully agree Rather agree Neutral Rather disagree Fully disagree
10%> European Average
10%< European Average
Top 2 %
10%
6%1%6%9%9%10%2%14%12%16%6%12%22%10%9%9%
Commercial TrustInternet Trust
Q : To what extent do you agree with this statement : I find online advertisements (e.g. banners) or promotions to be more reliable than advertisements on TV, in a magazine, on the radio, …
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Socio-demographic Profile
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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19 21 17 19 16 16 17 17 16
30
15 18
36 40
18 17 19
19 2017
1817
23 17 18 22
28
1918
2325
17 1618
2021
2019
20
22
20 1722
19
22 19
2018
18 1919
1717
19 17 19
16
17 18
16
14
17 17
1310
16 2017
25 2127 27 28
2329 30
24
9
27 28
8 7
31 28 27
0
10
20
30
40
50
60
70
80
90
100
Socio-demographic ProfileAge
Q : What is your age bracket?55+
45‐54
35‐44
25‐34
15‐24
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
36Internet Profile
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Internet ProfileInternet Experience
Q : How long have you been active on the Internet?
3844
53
28
41
27
62 60
2315
30
70
2015
70
45 47
33
40
33
35
32
38
23 23
47
43
42
20
41
30
18
28 26
29
17 14
3727
35
15 17
30
42
28
10
39
55
12
27 27
0
10
20
30
40
50
60
70
80
90
100
2005‐09
2000‐04
Before 2000
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
38
2435
26 25 26 25 28 2918
27 2331
2013
31 35
20
48
46
49 46 49 4846 49
42
4649
43
50
43
4243
49
2818
26 29 25 27 26 22
41
27 29 26 30
44
2722
31
0
10
20
30
40
50
60
70
80
90
100
Internet ProfileInternet Intensity
Q : On days when you use the Internet, how long do you use it on an average day?
10%> European Average
3 hours or more
1 to 3 hours
1 hour or less
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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IAB EU NETWORKSUPPORTING THE INDUSTRY…
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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2008:• Austria• Belgium• Croatia• Denmark• Finland• France• Germany• Greece• Hungary• Italy• Netherlands• Norway• Poland• Romania• Slovenia• Spain• Sweden• Switzerland• Turkey• UK
2009-2010:• Portugal• Ireland• Luxemburg• Bulgaria• Russia• ...and more to follow
September 2009 :
Established countries :-20 countries with over 125 staff-more than 5250 member companies
New countries in 2009-2010 :-Portugal, Ireland and Luxemburg-Russia and Bulgaria
Priorities 2009-2010 :-Public Policies : trust and transparency-Standardisation : simplification-Benchmarking : consumer-Best Practices : efficiency
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Keep on pushing the digital economy....with www.iabeurope.eu
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