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IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
IAB AdEx 2011 Hungary
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IAB AdEx 2011 Hungary

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  • 1. IA B H u n g a r y A d e x 22012. március21. 0 11
  • 2. IA B A d e x A z IA B a d a t a v ilá g s z e r t e a m é r t é k a d ó p ia c i in f o r m á c ió a d i g i t á l i s r e k l á m k ö l t é s r ől A z I A B 19 9 6 ó t a t e s z i k ö z z é a z o n lin e r e k lá m k ö lt é s i a d a t o k a t (US ) A z IA B E u r o p e 2 0 0 6 -b a n i n d ít o t t a e l a z e u r ó p a i A d e x p r o je k t e t , m i 2 0 0 8 -b a n c s a t la k o z t u n k2
  • 3. IA B H u n g a r y A d e x C é lu n k : á t f o g ó , a la p o s , k o n t r o l l á l t , ö s s z e h a s o n l ít h a t ó k ö lt é s i a d a t o k s z o lg á lt a t á s a a h a z a i d ig it á lis r e k l á m k ö l t é s e k r ől A z IA B H u n g a r y A d e x a n e t t ó d ig it á lis r e k lá m k ö lt é s t v iz s g á lja : ● Onl ine ●M obil3
  • 4. E g y ü t t m űk őd ő p a r t n e r e in k4
  • 5. IA B H u n g a r y A d e x 2 0 11 - o n l i n e A t e lje s n e t t ó o n lin e r e k l á m k ö l t é s 2 0 11- b e n 3 0 , 4 m illiá r d F t v o lt . E z a t e l j e s r e k l á m p i a c 18 , 8 % - a5
  • 6. 6
  • 7. V á lt o z á s ( 2 0 11/2 0 10 ) + 3 , 2 m illiá r d F t 12 % - o s n ö v e k e d é s7
  • 8. 8
  • 9. S ze g me ns a d a to k DISPLAY SEARCH LISTING E-MAIL 15 md Ft 9,8 md Ft 4,67 md Ft 0,95 md Ft + 1% +31% + 17% + 5% Display Search Autó Email marketing Social media PPC rendszerek Állás eDM Direkt és indirekt Ingatlan költések Ár-összehasonlító Egyéb listing, kiemelés9
  • 10. 10
  • 11. (Adaptive Media, Axel Springer, CEMP, EMG, Evomedia, Expressz,WSW, Inform Media Online, MTM-SBS, MTVA Online, Optimusz,Media) bevételi adatai alapján 11
  • 12. Ü z l e t i p a r t n e r e k /m e g r e n d e l ő k s z e g m e n t á lá s a *  In d ir e k t ( ü g y n ö k s é g ) : 6 8 %  D i r e k t h i r d e t ő: 3 2 %(Adaptive Media, Axel Springer, CEMP, EMG, Evomedia, Expressz,WSW, Inform Media Online, MTM-SBS, MTVA Online, Optimusz,Media) bevételi adatai alapján 12
  • 13. M o b ilr e k lá m p ia c A z IA B m o b il m u n k a c s o p o r t s z a k é r t ői b e c s l é s e a m o b ilh ir d e t é s i p ia c r ó l ( m o b il d is p la y – n o n -d is p la y ) ● 20 ben mobil á á aahirdet k 74 milió Ftotfordít t k. 11- rekl moz sr ő 0 l - ota ● R ntamobildispl y obba a Íg y a t e lje s d ig it á lis r e k lá m k ö lt é s ( o n lin e + m o b il) 3 1, 14 m d F t - r a t e h e t ő .13
  • 14. N e t -n e t v s n e t t ó A z I A B A d e x r e k l á mk ö l t é s t v i z s g á l , e h h e z a „ n e t t ó /n e t ” á l l le g k ö z e le b b A z A d e x m e t o d ik á j a le h e t őv é t e s z i, h o g y n e t -n e t a d a t o t is s z o lg á lt a s s u n k : ● 20 ben anetnetonl rekl mköts 28 md Ftr t ő. 11- - ine á lé ,5 -a ehet ● Ezta a t t rama a M SZrekl mpia becslse. z daot at l zza z R á ci é F o nto s : ● a onl kötsek j ent s rszéé nem ét mezhet anetó v netnet(pl. search jelentős rsze), z ine lé el ő é n l rel ő t s - é ● ennek megfel ően eddig is csa arel á szegmensekben akama unk anetór emelst(pl. display- el k ev ns l l zt t a é ü ö é kötsek). gyn ks gi lé14
  • 15. 15

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