State of Romanian Online Advertising in European Context - Catherine Borrel - IAB Forum Romania

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  • 2008 – Poland 60% and Slovenia 77%UK & Germany – 20% mark
  • Down from 76% in 2009
  • Russia 37 Romania 29
  • Romania – 29% Finland 42% Slovenia 46%
  • Romania – 29% Finland 42% Slovenia 46%
  • Challenge for all – educating the advertiser on what Digital media can achieve in that market at that time Branding Driving those new formats Premium inventory pricing Vs Critical mass of internet/broadband penetration Basic perception of advertiser about who is online & why they are there
  • Down from 76% in 2009
  • You could do nothing! Your market is growing as your internet audience increases and spends more time online
  • You could do nothing! Your market is growing as your internet audience increases and spends more time online
  • Romania – 29% Finland 42% Slovenia 46%
  • State of Romanian Online Advertising in European Context - Catherine Borrel - IAB Forum Romania

    1. 1. IAB Forum Romania State of the Romanian online advertising industry in European context October 2011 Catherine Borrel IAB Europe
    2. 2. <ul><li>2010 Snapshot of AdEx Results </li></ul><ul><li>Trends </li></ul><ul><li>Over to you </li></ul>TODAY
    3. 3. About AdEx 2010
    4. 4. ABOUT ADEX <ul><li>Austria </li></ul><ul><li>Belgium </li></ul><ul><li>Bulgaria </li></ul><ul><li>Czech Republic </li></ul><ul><li>Croatia </li></ul><ul><li>Denmark </li></ul><ul><li>Finland </li></ul><ul><li>France </li></ul><ul><li>Germany </li></ul><ul><li>Greece </li></ul><ul><li>Hungary </li></ul><ul><li>Ireland </li></ul><ul><li>Italy </li></ul><ul><li>Netherlands </li></ul><ul><li>Norway </li></ul><ul><li>Poland </li></ul><ul><li>Russia </li></ul><ul><li>Romania </li></ul><ul><li>Slovenia </li></ul><ul><li>Slovakia </li></ul><ul><li>Spain </li></ul><ul><li>Sweden </li></ul><ul><li>Switzerland </li></ul><ul><li>Turkey </li></ul><ul><li>UK </li></ul>
    5. 5. Some key trends
    6. 6. <ul><li>At constant country sample (25 countries of 2009 and 2010) </li></ul><ul><li>At constant exchange rate </li></ul>+15.5% Source IAB Europe/IHS Screen Digest OVERALL GROWTH 15.5% IN 2010
    7. 7. Source IAB Europe/IHS Screen Digest RETROSPECTIVE GROWTH TRENDS
    8. 8. Source IAB Europe/IHS Screen Digest TOP 6 MAKE 74% OF EUROPEAN TOTAL
    9. 9. Source IAB Europe/IHS Screen Digest NEXT 15 MAKE 26% OF EUROPEAN TOTAL Total online adspend by country (€m)
    10. 10. Source IAB Europe/IHS Screen Digest COMPARING MARKETS (1): CEE CATCHES UP
    11. 11. Source IAB Europe/IHS Screen Digest SEGMENTS: DISPLAY BEATS SEARCH GROWTH
    12. 12. Source IAB Europe/IHS Screen Digest COMPARING MARKETS (2): DISPLAY SURGES YoY Display Growth by Country – Top 10
    13. 13. Source IAB Europe/IHS Screen Digest COMPARING MARKETS (3): SEARCH GROWTH YoY Search Growth by Country – Top 10
    14. 14. Source IAB Europe/IHS Screen Digest/Warc DIGITAL MEDIA’S SHARE Digital advertising as share of all advertising spend (Warc)
    15. 15. Source IAB Europe/IHS Screen Digest MOBILE DISPLAY GOES MAINSTREAM
    16. 16. Source IAB Europe/IHS Screen Digest VIDEO DISPLAY GOES MAINSTREAM
    17. 17. Source IAB Europe/IHS Screen Digest VIDEO ADVERTISING GROWTH IN 2010
    18. 18. Harnessing your opportunities
    19. 19. <ul><li>Know your internet audience </li></ul><ul><ul><li>Who? </li></ul></ul><ul><ul><li>How? </li></ul></ul><ul><ul><li>How long? </li></ul></ul><ul><ul><li>Motivations? </li></ul></ul><ul><li>Prove it to the advertiser </li></ul>AUDIENCES DRIVE ADVERTISING SPEND
    20. 20. <ul><li>Work with IAB Romania </li></ul><ul><li>Act like one big company </li></ul><ul><li>Build a simple script </li></ul><ul><li>Holistic approach incorporating </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Emerging platforms & formats </li></ul></ul><ul><ul><li>Cross media – better together </li></ul></ul>TELL THE ROMANIAN STORY
    21. 21. And finally….
    22. 22. Source IAB Europe/IHS Screen Digest/Warc DIGITAL MEDIA’S SHARE - HISTORICAL Digital advertising as share of all advertising spend (Warc)
    23. 23. <ul><li>Full report available from IAB Romania </li></ul><ul><li>www.IABEurope.eu </li></ul>THANK YOU!

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