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Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013
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Shaping the digital landscape by Kimon Zorbas @ ICEEfest 2013

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  • 1. “Shaping the digital landscape – conditions for a healthy, growing ecosystem” Kimon Zorbas, IAB Europe
  • 2. Eurozone GDP Growth y-o-y Italy GDP Growth y-o-y 2 #INTERACT13 ©IAB Europe 2013. All rights reserved. France GDP Growth y-o-y Germany GDP Growth y-o-y 2013 Q4 2013 Q3 2013 Q2 2013 Q1 2012 Q4 2012 Q3 2012 Q2 2012 Q1 2011 Q4 2011 Q3 2011 Q2 2011 Q1 2010 Q4 2010 Q3 2010 Q2 2010 Q1 2009 Q4 2009 Q3 2009 Q2 2009 Q1 2008 Q4 2008 Q3 2008 Q2 2008 Q1 2007 Q4 2007 Q3 2007 Q2 2007 Q1 2006 Q4 2006 Q3 2006 Q2 2006 Q1 2005 Q4 2005 Q3 2005 Q2 2005 Q1 2004 Q4 2004 Q3 2004 Q2 2004 Q1 Eurozone volatility casts spell on media economy… GDP growth in Europe 6% 4% 2% 0% -2% -4% -6% -8%
  • 3. The value of the European online ad market 2012 €24.3bn 3 #INTERACT13 ©IAB Europe 2013. All rights reserved.
  • 4. CEE leads growth, but remarkable is the sustainability of growth in mature markets 40% Online ad growth 35% 30% 25% 20% 15% 12% 10% 5% 0% -5% -10% 4 #INTERACT13 ©IAB Europe 2013. All rights reserved.
  • 5. Online is more resilient to macro-pressure than other media 2012: economic & advertising growth 30% 26.6% 25% 20% 15% 9.5% 10% 5% 11.5% 9.4% 7.2% 3.8% 2.9% 2.5% 0% -5% -10% WE -1.7% CEE Total -4.0% -5.2% GDP Total excl. Online Online 5 #INTERACT13 ©IAB Europe 2013. All rights reserved. Total -0.4%
  • 6. Display growth shows few strong outliers above average rate, yet more outliers below average rate 35% 30% 25% 20% 15% 10% 5% 0% -5% -10% -15% -20% 6 #INTERACT13 ©IAB Europe 2013. All rights reserved.
  • 7. Headroom for ad growth in emerging markets is not an automatic opportunity •  •  •  •  •  Gap to established market NOT headroom per se Early advertisers are FMCGs, Retail, often 70%+ of adspend in emerging markets Brazil: Retail No. 1 ad spend category, 2,5x bigger than 2nd ranked automotive Spread of middle class, rise of disposable income, household savings crucial Move to less disposable, higher-priced goods critical to break price negotiation monopoly of FMCGs Advertising spend/capita (€) 350 300 11.0% 9.6% 9.5% 14.7% 2.9% USA 2015 10.9% Western Europe 2009 China Argentina 400 2008 CAGR (2012-2015) Indonesia Brazil 1999 Ad spend per capita Russia 450 1.5% 250 200 150 100 50 0 Indonesia China Copyright © 2011 IHS Inc. All Rights Reserved. Russia Brazil Argentina Western Europe USA 7
  • 8. Potential economic impact internet advertising •  Advertising expenditure on the rise (11.5% in 2012) (IAB Europe AdEx) •  Macro economic impact of advertising in creating growth for G20 (McKinsey) •  Digital advertising in Europe generating EUR 69bn in consumer surplus (McKinsey) •  EU: unexploited online jobs potential of 400,000 – 1.5 m (Vlerick Management School) Presentation name | 8
  • 9. Privacy issues: tracking is the norm •  Aim: measure internet tracking consistently over time Shall crawl (homepage) and deep crawl (6 internal page links) Stat. significant increase among top 100, top 1.000, top 25.000 sites Flash cookies in decline HTML 5 local storage on the rise •  •  •  •  # cookies on top 100 sites 8000 5675 6000 4000 6485 3602 2000 0 2009 Copyright © 2011 IHS Inc. All Rights Reserved. 2011 2012 Source: University of Californica, Berkeley
  • 10. Potential legislative impact on internet advertising •  Yesterday: no personal data needed –  Structure business accordingly (no personal data processing) and be out of scope of legislation •  Today: reality check & wake up call •  E-Privacy Directive (adopted): introducing consent for cookies –  What is consent? UK solution? •  Data Protection Review (in process): regulating entire online sector –  All data = personal data, i.e. all online activity regulated –  Classic tracking = profiling and profiling being evil and almost impossible Presentation name | 10
  • 11. What do we need? •  Economic stability •  Support for entrepreneurs in digital & skills promotion •  Sector engagement on privacy & other consumer issues –  Not an IAB member? Join us: www.iabeurope.eu •  Solid legislative framework •  Some luck (economic uptake) •  Some …good politicians Presentation name | 11
  • 12. Questions? Thank you! More questions? ceo@iabeurope.eu

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