Introduction to UK Online Market: Stats and Toolkit

Introduction to the UK Online Market Stats and Toolkits Q1 2009

The Online World “This is new consumer reality: self-directed active agents searching for and sifting the information they need to suit their own purposes”

39.1 million users online (64% of the total population) Highest penetration in Europe Source: eMarketer April 2007 UK Report The scale of online does not necessarily make it a mass advertising medium…

89% of Home Internet users now have access to broadband Broadband penetration key to evolution of online 57% 37% 38% 36% 27% 5% 0% 20% 40% 60% 80% 100% Nov. 05 Nov. 06 < 2MB 2 MB >2 MB Broadband consumers online shopping spend is 34% higher than narrowband users Source: eMarketer April 2007 UK Report, MegaView Online Retail Report 2007

Source: PricewaterhouseCoopers / IAB / Advertising Association / RAB/ WARC : Jan-June 2007 Internet 14.7% Online adspend reflects change in consumer behaviour Search accounts for 58.3% of all online advertising; display 19.8% and classifieds 21.5%

Source: PricewaterhouseCoopers / IAB / Advertising Association / RAB/ WARC : Jan-June 2007 Internet consumption is second only to TV throughout the week (% time spent) Users are spending an average of 23 hours a week online with an average session of 53 minutes Saturdays Sundays Weekdays

Breakfast Drive Lunchtime Peak % Reach All Adults Source: BARB, Nielsen, RAJAR Online is part of consumers daily media consumption Radio Web TV 10:30am to 3:30pm

The makeup of UK online users Gender Age Social classification Source: BMRB’s Internet Monitor Aug 06 Region Users are spending an average of 23 hours a week online with an average session of 53 minutes

£46.6bn was spent online during 2007 (IMRG, January 2008).

21.3m people now shop online in the UK, spending an average of £661 each in the last six months (BMRB, Aug 2008).

By 2011 32m UK consumers will be shopping online.

The value of goods they buy online in 2011 will add up to almost £52bn. (Forrester, UK eCommerce Forecast 2006-2011, March 2007)

Users are researching and spending money online 55% of UK internet users book travel holidays online

Why online advertising? “ Online can meet and generate demand from profitable prospects and customers by leveraging in-depth tracking, on-going optimization and relevance”

Online Provides a toolkit to acquire customers and generate profit: Example Offline equivalent Online Any commercial TV station TV Campaign Rich Media Shelf wobblers, till displays Point of sale Search Marketing Phones 4 U, Avon lady, car dealership Re-seller Affiliates Gucci in Selfridges Concession in Department store Partnership Deals Any high street Shop Client website Exchange and Mart, Recruitment press Classified Press Directories Any newspaper Press campaign Formats (aka Banners)

Run of site Demographic / Geographic Behavioural Targeting Audience-Targeted Contextual (content-based) Registered user Daypart Standard audience-based Targeting User event Triggered Mass Reach Sophistication of targeting Access device In Depth Tracking The targeting curve

Optimisation: “Money to follow the best performer” Metric Outcome/Action Variable to Optimise Delivery % Budget Spent % Share of Voice Upweight inventory Downweight inventory Sequential buying Interaction % Click tru rate Total traffic beyond landing page Revise Call to Action Revise Landing Pages Usage % Cart Conversion Path Call centre engagement Add targeting filters to inventory Review booking process Efficiency Cost per Transaction Impressions/Clicks per transaction Negotiate added value inventory Add targeting filters to inventory Volume Transactions per day % Media Spend vs. % Proj. Revenue Upweight performing inventory/ cancel non performing inventory Quality Type of transaction Value of transaction Analyse and optimise ROI by product