Website and Mobile Advertising
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Website and Mobile Advertising- Suzanne McElligott, IAB

Website and Mobile Advertising- Suzanne McElligott, IAB

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  • 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 Website and Mobile Advertising Presentation Transcript

  • THE DIGITAL LANDSCAPESuzanne McElligott, CEO, IAB Ireland22nd November, 2012
  • Bewildering Choice of Channels
  • 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
  • IAB Ireland Online Adspend H1 2012 Gross Online Adspend €73.2m
  • 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