comscore - 2012 digital advertising highlights
DESCRIPTION
Released - February 2013 Commissioned by IAB Canada the ComScore Digital Advertising Highlights report outlines the growth of digital marketing in Canada. Report Highlight - Category breakdowns that include market share by advertiser, digital creative examples and category growth for automotive, CPG and Finance.TRANSCRIPT
© comScore, Inc. Proprietary.
Kevin Duong
Senior Analyst, cMM Canada
416.646.9981
2012 Digital Advertising Highlights
Prepared for IAB Canada
Bryan Segal
Vice President, cMM Canada
416.646.9972
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Automotive Manufacturers
© comScore, Inc. Proprietary. 3
2012 Digital Advertising Trend on Automotive Manufacturers
In 2012, digital advertising by Automotive Manufacturers grew 19%
year over year with the most advertising in June 2012
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2011 & 2012
19,474,122
16,420,375 Automotive Manufacturers
Display Ad Impressions (000)
2011 2012
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Dis
pla
y A
d I
mp
ressio
ns (
000)
Annual Digital Advertising by Automotive Manufacturers
© comScore, Inc. Proprietary. 4
Overall online Automotive Manufacturer advertising is led by General
Motors
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
Honda Motor Co., Ltd
Toyota Motor Corporation
Hyundai Motor Company
Ford Motor Company
General Motors Corporation
Share Within Category
Top 5 Automotive Manufacturer Advertisers in 2012
© comScore, Inc. Proprietary. 5
Demographic exposure to display ad impressions on Automotive
Manufacturer sites in June 2012
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jun 2012
10%
21%
22%
18%
11%
5%
18-24 25-34 35-44 45-54 55-64 65+
63%
Index:
124
37%
Index:
75
By Genders By Person’s Age
% Composition Advertising UVs
Index:
95
Index:
123
Index:
136
Index:
109
Index:
91
Index:
68
© comScore, Inc. Proprietary. 6
2012 Automotive Manufacturer creative examples
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Finance
© comScore, Inc. Proprietary. 8
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Dis
pla
y A
d I
mp
ressio
ns (
000)
2012 Digital Advertising Trend on the Finance Category
In 2012, digital advertising by the Finance category grew 20% year
over year
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012
© comScore, Inc. Proprietary. 9
Demographic exposure to display ad impressions on Banking sites in
October (most advertised month)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Oct 2012
19%
34% 18%
29%
Less than $40,000 $40,000 - $74,999 $75,000 - $99,999 $100,000 or more
BY Household Income (CAD)
% Composition Advertising UVs
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Consumer Packaged Goods
*CPG = Consumer Goods (excluding Restaurants)
© comScore, Inc. Proprietary. 11
2012 Digital Advertising Trend on the CPG* Category
In 2012, digital advertising by the CPG* category grew 5% year over
year, averaging over 2.2 Billion display ad impressions monthly
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Jan – Dec 2012
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2011 & 2012
26,545,292
25,164,020 CPG*
Display Ad Impressions (000)
2011 2012
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
2,200,000
2,400,000
2,600,000
2,800,000
3,000,000
Dis
pla
y A
d I
mp
ressio
ns (
000)
Annual Digital Advertising by the CPG* Category
© comScore, Inc. Proprietary. 12
41% of all CPG*advertising is Health & Beauty related
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
0% 10% 20% 30% 40% 50%
Frozen Foods
Pet Care
Paper Products
Dairy
Beverages
Babycare
Alcoholic Beverages
Household & Cleaning Supplies
Food & Grocery
Health & Beauty
Share Within Category
Annual Digital Advertising within CPG* Category
© comScore, Inc. Proprietary. 13
Overall online CPG* advertising is lead by P&G, but Clearly Contacts
is the top product advertised online within CPG*
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
Kraft Foods Inc.
Nestle S.A.
Kellogg Company
Condis BV(Clearly Contacts)
Procter & Gamble Co.
Share Within Category
Top 5 CPG* Advertisers in 2012
All-Bran
Molson
Duracell
Listerine
Febreze
Nestle Baby
Gillette
Tide
Kellogg's
Clearly Contacts
Share Within Category
Top 10 CPG* Products in 2012
© comScore, Inc. Proprietary. 14
2012 CPG* creative examples
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, Annual Aggregate 2012
© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.
Advertising on Social Media
© comScore, Inc. Proprietary. 16
Display advertisements increased by 228% year over year on Social
Media sites
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, 2nd Half Aggregate 2011 & 2012
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
Total Internet
2H 2011 2H 2012
Socially Enabled Display Ad Impressions (000)
+228%
Socially Enabled Ads = Any ad that when clicked links to
a site in the Media Metrix Social Networking category
© comScore, Inc. Proprietary. 17
Socially enabled display advertisements grew significantly amongst
key focused categories
*CPG = Consumer Goods (excluding Restaurants)
Source: comScore, Inc., Ad Metrix, CA, Home & Work, Persons 2+, 2nd Half Aggregate 2011 & 2012
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
CPG*
Finance
Automotive Manufacturers
2H 2011 2H 2012
Socially Enabled Display Ad Impressions (000)
+325%
+937%
+52%