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Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)
 

Recent trends in digital advertising throughout Europe (Alain Heureux - IAB)

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What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.

What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.

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Recent trends in digital advertising throughout Europe (Alain Heureux - IAB) Recent trends in digital advertising throughout Europe (Alain Heureux - IAB) Presentation Transcript

  • IAB Europe SEMPL 2012« Trends, Facts and Figures from the European Digital Advertising Industry » Portoroz The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • WE’RE ON A MISSIONto grow the market of 2 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • DISRUPTIVE? YES….BUT NOT CRAZY! 3 3The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • 4 4The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • PROVEN RESULTS TO CONVINCE AND REASSURE 5The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • €20.9 billion
  • 35 Expenditures (Blj€) 31 30 30 27,5 24,5 25 25 21,5 19,6 20 17,7 18 USA 17,1>15% in 2012 15,3 EU 15 12 CHINA 10 6 5 2,5 1 0 2009 2010 2011 2012 2013 Source IAB/PWC/ScreenDigest 7
  • Key facts and figures: • A €20.9bn market • Double-digit growth despite tough economic conditions • Search reclaims status as fastest-growing segment: +17.9% • Internet contributes 21.8% to all media spend up from 19.7% • Video and mobile advertising gain leverage
  • CEE markets grow most rapidly Online ad growth60%50%40%30%20%10%0%
  • CONSUMER DRIVEN CHALLENGING OUR PRACTICES 10The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • FROM A PASSIVE AUDIENCE… 11The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • …TO AN ACTIVE USER 12The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising. Source : MC DC Survey 13The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • The total media picture +Online deep dive 14
  • Coverage and Methodology• Fieldwork took place in 28 markets in February 2012• An Omnibus + Online Finland methodology was used across Norway Russia all countries totalling nearly Sweden Czech 50,000 interviews Republic• The application of quotas Denmark Poland ensured that representative Ukraine Ireland UK samples were achieved in Germany Slovakia each Market Netherlands Romania → quotas on age, gender, Hungary France education and regional Bulgaria distribution were Belgium Turkey Italy applied Spain Slovenia Greece Portugal Switzerland Austria Croatia Serbia 15
  • Mediascope Europe – Local Sponsors - Slovenia 16
  • The Media evolution426.9mof Europeans areonline Total adult European population of 652.1million 17
  • The Internet evolution 65% of all Europeans are online Online penetration European Internet since 2010 has users spend on increased by 19% average 14.8hrs and the average online per week number of hours spent online risen by 15% across Europe 10 18
  • The Internet evolution 87% 81% online online in Northern Europe in Western Europe 61%online 55% online in Southern in Central & Europe Eastern Europe 19
  • The European media consumption landscape Hours per week used 12.1 hrs 11% TV 16.8hrs Since 2010* 15% Online 13.6 hrs 14.8hrs Since 2010* Radio 15.4 hrs 12.7hrs 2% Newspapers 4.1 hrs 4.6hrs Since 2010* 3% Magazines 3.5 hrs 4.0hrs Since 2010* *Based on EU10 20
  • More connected = more engaged 56% Multi-tasking across devices in 2 years Multi-task across devices in 28 markets 50% 21
  • Shows Brand relationships grow via digital touchpoints ‘Super connected users’ more likely to engage in 40% similar content across More likely devices, find out more about products seen advertised 15% More likely 22
  • More themes to explore → Internet everywhere by any means → Connectivity via mobile phones increasing engagement → Media multi-tasking means more active consumers → Consumers have instant access to information at their fingertips → Brand relationships grow via digital touchpoints → Internet enriches consumer communication → Online plays a key function in the purchase funnel, online and offline 23
  • RESPECTFUL REDEFINING PRIVACY 24The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Control of datais a hot topic 25 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • 37% is not using location-based services because of privacy concerns Source : MC DC Survey 26The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • SELF-REGULATION 27The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • ORGANIZED INDUSTRY TO SUSTAIN THE GROWTH 28The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • November 2012:Stakeholders and dedicated staff :• 28 countries with over 150 staff• 80 corporate members• more than local 5000 membersPotential countries in 2013?• Many new initiatives 29 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  • Thank You president@iabeurope.eu 30The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members