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.
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Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)
1. IAB Europe
SEMPL 2012
« 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
2. WE’RE ON A MISSION
to grow the market of
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
3. DISRUPTIVE?
YES….BUT NOT CRAZY!
3
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
4. 4
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
5. PROVEN RESULTS
TO CONVINCE AND REASSURE
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
7. 35 Expenditures (Blj€)
31
30
30 27,5
24,5 25
25
21,5
19,6
20 17,7 18 USA
17,1
>15% in 2012 15,3
EU
15
12
CHINA
10
6
5 2,5
1
0
2009 2010 2011 2012 2013
Source IAB/PWC/ScreenDigest
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8. 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%
• Video and mobile advertising gain leverage
9. CEE markets grow most rapidly
Online ad growth
60%
50%
40%
30%
20%
10%
0%
10. CONSUMER DRIVEN
CHALLENGING OUR PRACTICES
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
11. FROM A PASSIVE AUDIENCE…
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
12. …TO AN ACTIVE USER
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
13. 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 European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
15. Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
• An Omnibus + Online Finland
methodology was used across Norway Russia
all countries totalling nearly Sweden Czech
50,000 interviews Republic
• The application of quotas Denmark
Poland
ensured that representative Ukraine
Ireland UK
samples were achieved in Germany Slovakia
each Market Netherlands Romania
→ quotas on age, gender, Hungary
France
education and regional Bulgaria
distribution were Belgium Turkey
Italy
applied Spain Slovenia
Greece
Portugal
Switzerland Austria Croatia Serbia
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18. The Internet evolution
65%
of all Europeans are
online
Online penetration European Internet
since 2010 has users spend on
increased by 19% average 14.8hrs
and the average online per week
number of hours
spent online risen by 15%
across Europe 10
18
19. The Internet evolution
87%
81% online
online
in Northern
Europe
in Western
Europe
61%online
55% online
in Southern in Central &
Europe Eastern Europe
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20. The European media consumption landscape
Hours per week used
12.1 hrs 11%
TV 16.8hrs Since 2010*
15%
Online 13.6 hrs 14.8hrs Since 2010*
Radio 15.4 hrs 12.7hrs
2%
Newspapers 4.1 hrs 4.6hrs Since 2010*
3%
Magazines 3.5 hrs 4.0hrs Since 2010*
*Based on EU10
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21. More connected = more engaged
56% Multi-tasking across devices
in 2 years
Multi-task across devices
in 28 markets
50%
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22. Shows Brand relationships grow via digital touchpoints
‘Super connected users’
more likely to engage in
40%
similar content across More likely
devices,
find out more about
products seen advertised 15%
More likely
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23. 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
→ Internet enriches consumer communication
→ Online plays a key function in the purchase funnel, online and
offline
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24. RESPECTFUL
REDEFINING PRIVACY
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
25. Control of data
is a hot topic
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
26. 37% is not using
location-based services
because of privacy
concerns
Source : MC DC Survey
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
27. SELF-REGULATION
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
28. ORGANIZED INDUSTRY
TO SUSTAIN THE GROWTH
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
29. November 2012:
Stakeholders and dedicated staff :
• 28 countries with over 150 staff
• 80 corporate members
• more than local 5000 members
Potential countries in 2013?
• Many new initiatives
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
30. Thank You
president@iabeurope.eu
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members