From an advertiser’s perspective today’s media mix is SCARY
Methodology: online questionnaire, Sample size 348, 86% of sample have budget planning responsibilities, 82% have budget spend responsibilities27% favour 25% plus online in 201142% favour 25% plus online in 2012
Search continues to be the dominant format across Europe followed by Display and ClassifiedSearch + 5.5m, 20%Display + 3.9m 19%Classified + 2.3m 18%
Website and Mobile Advertising
THE DIGITAL LANDSCAPESuzanne McElligott, CEO, IAB Ireland22nd November, 2012
What we do at IAB ResearchRegulatory Conference Affairs / / Events / Lobbying Prove, Prom Workshops ote, Protect Online Advertising Measure Digital Online Training Adspend
The Media Evolution2.9mIrish are online Total adult Ireland population of 3.7 million Base: All Irish respondents n=1,003
The Internet Evolution 80% of all Irish are onlineEU: 65%, WE:81%, NE:87%, SE:61%, CEE:55% Irish Internet users spend on average 13.5hrs online per weekEU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1 Base: All Irish respondents n= 1,003, Internet users n=821
Internet becomes ‘all-consuming’ device EU: 73% 81% of Irish Internet users WE:67% NE:81% SE:65% CEE:81% watch TV online 9% watch TV online at least daily A further 31% watch TV at least weekly Base: All Internet users n=979
Internet becomes ‘all-consuming media device’ EU: 67% 66% WE:61% of Internet users NE:67% listen to the radio SE:64% CEE:73% online 9% listen to the radio online at least daily A further 15% listen at least weekly 89% EU: 91% of Internet users WE:86% NE:94% read news online SE:91% CEE:96% 35% read news online at least daily A further 25% read news at least weekly Base: All Internet users n=979
Increasing choice of Internet AccessAccessing the internet via the computer is the most popular method – Used by 2.8 million Irish (77% - EU:64%)However46% of all Internet users in Ireland (EU:37%) go online via more than one device Base: All Irish respondents n=1,003, All internet users n=821
The alternative ways of going online 1.2m Irish go online using a mobile → 32% of Irish (EU:21%) → Spend on average 9.2 hours per week (EU:9.4hrs) → 89% use their mobile to go online during the day 0.4m Irish go online using a tablet → 12% of Irish (EU:8%) → Spend on average 8.2 hours per week (EU:9.3hrs) → 78% use their tablet to go online in the eveningBase: All Irish respondents n=1,003, All mobile internet users n=327, All tablet internet users n=130, All games console internet users n=98
Media multi-tasking means more active consumers58% of Irish are online whilst watching TVEU: 48% WE:58% NE:59% SE:39% CEE:44% Base: All TV Viewers n=931
Consumers connecting via multiple touch-points Among all Irish Smart phone users: → 57% are interested in location-based vouchers (EU:48%) → 48% are interested in downloading a mobile phone app (EU:41%) → 36% are interested in QR codes (EU:32%)Among all Irish Internetusers: → 42% are interested in connecting via social networks (EU:38%) → 28% are interested in viewing video content as part of advertising campaigns (EU:30%) → 17% are interested in uploading video/ images to a brand’s website advertising (EU:24%) Base: All smart phone users n=526, All Internet users n=979
Connectivity via mobile phones increasing engagement47%of Irish own asmartphone EU: 44% WE:47% NE:50% SE:46% CEE:40% Base: All respondents n=1,000
Spend online€685is the average amount spent perperson in Ireland across a 6month periodEU: €54414is the average number ofpurchases made per €1,837person in Ireland across billiona 6 month period spent online in IrelandEU: 13 across a 6 month period Base: All Internet Users n=979
Proportion of Irish marketing budgets being spent onlineSource: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012
Online ROISource: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012
Online Adspend 2009-2011 H1 Full Year + 19.6% yoy 2010 to 2011 2009 €48 m €97.2140 + 13.5% yoy 2010 €53.9m €110m 2009 to 2010120 2011 €64.9m €132m 100 + 12.8% yoy 2012 €73.2m H12011 to 80 H12012 60 H1 40 Full Year 20 0 Full Year 2009 H1 2010 2011 2012Sources: IAB PwC Adspend Studies 2009-2011
Digital Media Mix H1 2012 €15.0 (21%) €32.7 Search (45%) Display €24.6 Classifed (34%)Breakdown by advertisingformat based on figures € millionprovided - based on 99%of the overall total.
Coming next at IAB DIGITAL BRANDS ADEffx IAB MOBILE MARKETING RESEARCH CONNECT CERTIFICATE Launch Early 2013 November 27th February 22ND 2013 SOCIAL MEDIA SEARCH MOBILE MEASUREMENT MARKETING MARKETING TRAINING TRAININGFramework & Case Studies March 13th 2013 April 24th 2013 SEARCH MARKETING IAB CONNECT HANDBOOK February 21st 2013
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.