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Iab Iab Presentation Transcript

  • IAB Europa Marketing Day March 24 « It's not the number of blasts that counts, but the interactions you generate » What’s happening with the consumer in 2009-2010 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • 2 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • 3 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members View slide
  • VISION THE WORLD OF MARKETING IS CHANGING 4 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members View slide
  • More than 1,5 Billion regular users in the world 5 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Number of Internet connections for 100 households : 86 Belgium 64% 84 84 82 80 75 72 71 69 64 64 63 62 62 60 59 59 58 58 53 51 51 48 48 47 46 46 43 31 30 25 Belgium Slovenia Slovakia Bulgaria Rumania Portugal Denmark Luxemboug Czech Republic Germany Italy Poland Finland Ireland Netherlands Malta Estonia Latvia Lithuania EU (15 countries) EU (25 countires) EU (27 countries) UK Hungary Cyprus France Spain Greece Austria Norway Sweden 6 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • There are 4 632 060 Belgian surfers on an average day 50.6% of Belgians 12+ 51 47 41 42 40 37 38 36 32 33 32 29 29 27 24 23 22 20 20 15 16 11 Websites E-Mail Web or Mail 2001 2002 2003 2004 2005 2006 2007 2008 7 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Source : CIM PluriMediaProduct Study ’07-’08
  • Average 12+ population 8 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Source : CIM PluriMediaProduct Study ’07-’08
  • Average 12+ 9 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Source : CIM PluriMediaProduct Study ’07-’08
  • ss ce p ro ying bu the in nt ral ce is tal D igi 10 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • 11 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • The consumer is in control Consumer in control • More marketing litterate • Desire for more autonomy and uniqueness • Less trusting • More critical, skeptical • Even indifferent 12 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Online activities Total 12+ versus 18+ Total 12+ 18+ Activity On Internet Indiv (000) % Activity On Internet Indiv (000) % E‐Mail 4 546    50    E‐Mail 3 984    47    Route Planners / Maps 3 542    39    Route Planners / Maps 3 290    39    Information on Hobby/Interests 3 430    37    Information On Your Hobby/Interests 3 103    37    News 3 342    37    News 3 005    36    Practical Information (Tv,Weather,...) 3 308    36    Tourist/Travel Information 2 974    35    Tourist/Travel Information 3 189    35    Practical Information (Tv,Weather,...) 2 950    35    Information on Products you intend to buy 3 066    34    Information On Products You Intend To Buy 2 787    33    Information For Work/Studies 3 035    33    Information For Work/Studies 2 675    32    Cultural Information 2 809    31    Cultural Information 2 473    29    Reading The Newspapers 2 693    29    Reading The Newspapers 2 436    29    Phone /Address Guides 2 580    28    Phone /Address Guides 2 427    29    Sports 2 160    24    Sports 1 900    23    Information on New Technologies 2 103    23    Information On New Technologies 1 894    23    Watching Video'S 2 000    22    Economics & Finance 1 626    19    Listening to The Radio 1 957    21    Listening To The Radio 1 622    19    Instant Messenger 1 926    21    Watching Video'S 1 573    19    Downloading Music Free Of Charge 1 901    21    Information On Fashion 1 539    18    Information On Fashion 1 786    20    Instant Messenger 1 518    18    Economics & Finance 1 734    19    Downloading Music Free Of Charge 1 485    18    Chat 1 628    18    Immo / Real Estate 1 429    17    13 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Source : CIM PluriMediaProduct Study ’07-’08
  • Top sites Metriweb Regular Site visitors 1 Hotmail 5 630 133 2 MSN Belgium 3 493 301 3 Skynet 3 157 334 4 HLN- 7sur7 2 738 175 5 NETLOG 2 461 796 6 Het Nieuwsblad 1 896 291 7 Kapaza 1 863 433 8 Pages d'Or - Gouden Gids 1 830 801 9 Zita 1 537 582 10 SKYROCK 1 471 643 11 2dehands 1 264 077 12 De Standaard Online 1 261 906 13 Dailymotion 1 123 262 14 Vlan on-line 1 042 031 15 Immoweb 987 583 16 CommentCaMarche 845 824 17 Mappy 837 904 18 Tijd Net 809 776 19 SeniorenNet 797 374 20 Autoscout24 787 820 14 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Source : CIM Metriweb – Janvier 2009
  • Top sites other sites (incl. non-CIM) Unique Visitors Site (000s) 1 Google Search 4 420 2 Windows Live Hotmail 3 329 3 Msn-Windows Live Messenger 2 943 4 Youtube.com 2 452 5 Wikipedia.org 1 894 6 Netlog.com 1 834 7 Msn Homepages 1 734 8 Telenet.be 1 713 9 Blogger.com 1 242 10 Windows Live 1 202 11 Facebook.com 1 192 12 Google Maps 1 159 13 Ebay.be 1 105 14 Skynet.be 1 058 15 Nieuwsblad.be 1 003 16 Hln.be 946 17 Kapaza.be 918 18 Truvo.be 860 19 Msn-Windows Live Web Search 845 20 Laredoute.be 800 15 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Source : ComScore – January 2009
  • The internet is consumer -driven blessin g blessin or g curse? or curse? 16 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Personalisation is a key benefit of digital media 17 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • MISSION IS STILL THE SAME BUT THE TOOLS HAVE CHANGED 18 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Need to engage consumer to be more effective Connecting Inspiring Acting Dialoguing Desiring 19 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • 20 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • CHALLENGE THE REGULATOR IS WORRIED 21 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Control of data is becoming a hot topic 22 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Balancing act Freedom Restraint 23 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • SITUATION HOW BIG IS THE EUROPEAN MARKET 24 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Online Ad Spend Europe versus US (Million Euros) € 20,000 € 16,100 € 14,505 € 15,000 € 13,476 € 11,545 € 10,956 23% € 10,000 € 7,213 40% Europe USA ACTUAL ACTUAL FORECAST € 5,000 €0 2006 2007 2008 25 25 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Spend on online as a percentage of all media spend by country UK 18.8% Denmark 18.6% Norway 18.1% Sweden 16.9% Netherlands 16.6% Germany 12.8% Poland 9.9% France 8.9% Finland 8.1% Spain* 8.0% Italy 7.1% Austria 5.2% Greece 1.6% Source: IAB Europe/Pw C/*Infotech (for Spain)/ WARC( for all other countries) © 26 26 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • IAB EUROPE HOW CAN WE HELP… 27 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Convergence towards Digital Broadcasters Advertisers Publishers Media Media ... Owners Agencies . . Social Platforms Creative Agencies Sales Houses Service Providers Mobile Operators 28 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Promoting and Developing the digital and interactive market 29 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • February 2009 : Established countries : -23 countries with over 125 staff -more than 5250 member companies New countries in 2009 : -4 countries closing W-Europe -Russia 2008: • Austria • Belgium European Priorities 2009-2010 : • Croatia -Public Affairs • Denmark 2009: -Standardisation • Finland • Switzerland • France • Portugal -Benchmarking • Germany • Ireland -Best Practices • Greece • Luxemburg • Hungary • ... -Press awareness • Italy • Russia • Netherlands • ... • Norway • Poland • Romania • Slovenia • Spain • Sweden • Turkey 30 • UK The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Thank you president@iabeurope.eu and www.iabeurope.eu 31 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members