ComScore - 2012 Digital Advertising Highlights

734 views

Published on

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.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
734
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

ComScore - 2012 Digital Advertising Highlights

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

×