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Interactive Advertising Outlook 2009

   A Report to the JP Morgan Chase Virtual
             Advertising Summit



      ...
IAB’s Mission Remains…


    GROWTH
                The Interactive Advertising 
                Bureau is dedicated to th...
Our ~400 Members Represent 86% of
Measured U.S. Interactive Advertising
            Revenues
 Membership Sample
2009 Themes
• Interactive continues to grow despite strong economic
  headwinds
• Medium girded by its breadth of options,...
2008 First Nine-Month Revenues Totaled
                          Over $17 Billion
                                        ...
Historical Quarterly Revenue Trends
             Since the third quarter of 2002, revenues have increased 21 of the past 2...
Seasonal Trends Relatively Strong
                  Through First 9 months

                                              ...
YOY % Search & Display Spend Grow

                                            Lead Gen
                                  ...
Interactive is the fastest-growing display
                           medium
                                       Percen...
US Online Social Network Ad Spending
              Projected to Grow
 $ millions




Source: eMarketer, December 2008
Key Growth Drivers
Drivers of Interactive Ad Growth Include
                   Rising Broadband Penetration…
US Broadband Households
       (...
Consumers Time Spent Online Keeps
                                          Increasing
                              18.0
...
Search Is Now Habitual

                                 100%
                                                            ...
During 2008, US Search Volumes Grew
                                                       by 15-26% Each Month
          ...
Digital Video Is Now a Mainstream
                                                        Medium
        US Monthly Video ...
Smartphones Are Unleashing Mobile’s
               Potential
As of 2Q 2008, in the US:
• More than 26 million mobile subsc...
Social Media Sites Already Exceed
                                            Television’s Reach
                         ...
Consumers want the Internet to be
                               ad-supported
         • For both mobile and PC video, 70%...
Challenges
• Measurement standardization/simplification
• Cross-media measurement
• Antiquated media-mix modeling
• Overus...
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Iab Interactive Advertising Outlook 2009

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Прогноза за развитието на интернет рекламата в международен план. Данни и статистики за онлайн маркетинг.

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Transcript of "Iab Interactive Advertising Outlook 2009"

  1. 1. Interactive Advertising Outlook 2009 A Report to the JP Morgan Chase Virtual Advertising Summit Cyberspace, New York January 26, 2009
  2. 2. IAB’s Mission Remains… GROWTH The Interactive Advertising  Bureau is dedicated to the  growth of the interactive  advertising marketplace, of  interactive’s share of total  marketing spend, and of  our members’ share of  total marketing spend. 2
  3. 3. Our ~400 Members Represent 86% of Measured U.S. Interactive Advertising Revenues Membership Sample
  4. 4. 2009 Themes • Interactive continues to grow despite strong economic headwinds • Medium girded by its breadth of options, from above-the- line to below-the-line • Consumers increasingly embracing digital media in all forms • Share shift by marketers from offline to online to tap into the variety, reach, targetability, and effectiveness of interactive media • Emerging platforms provide new opportunities for marketers to engage and learn from their customers
  5. 5. 2008 First Nine-Month Revenues Totaled Over $17 Billion First Nine‐Month Revenues — 2007 vs. 2008 $ millions Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results October 2008, and Q3 November 2008 combined
  6. 6. Historical Quarterly Revenue Trends Since the third quarter of 2002, revenues have increased 21 of the past 24 consecutive quarters. Quarterly Revenue growth remains strong on a cumulative year-over-year percentage and dollar basis. Quarterly $ Revenue Growth Comparisons — 2000‐2008 YTD $ millions 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2008
  7. 7. Seasonal Trends Relatively Strong Through First 9 months $21.2B 28% $16.9B 28% $12.5B $ millions 29% $9.6B $8.1B 28% $7.1B $7.3B 72% 26% $6.0B 23% 30% 72% $4.6B 26% 71% 38% 72% 74% 77% 70% 74% 62% Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2008
  8. 8. YOY % Search & Display Spend Grow Lead Gen 7% Classifieds Email 14% 2% Search 44% (41% in ’07) Display* 33% (32% in ’07) 2008 First Six-Month Revenues: $11.5 Billion Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2007, 2008 * Display-related advertising includes Display Banner Ads, Rich Media, Digital Video and Sponsorship
  9. 9. Interactive is the fastest-growing display medium Percentage Change in Measured Ad Spending: Jan‐Sept 2008 vs. Jan‐Sept. 2007. Media Sector Percentage Change Television Media 2.1% Magazine Media -3.9% Newspaper Media -10.0% Internet (Display Ads Only) 7.0% Radio Media -8.8% Outdoor -0.5% FSIs 0.9% Total -1.7% Source:  “TNS Media Intelligence Reports U.S. Advertising Expenditures Declined 1.7 Percent in First Nine Months of 2008 ,” TNS Media Intelligence  Press Release, Dec. 11, 2008.  Note TNS does not track search advertising revenue.  URL:  http://www.tns‐mi.com/news/12112008.htm
  10. 10. US Online Social Network Ad Spending Projected to Grow $ millions Source: eMarketer, December 2008
  11. 11. Key Growth Drivers
  12. 12. Drivers of Interactive Ad Growth Include Rising Broadband Penetration… US Broadband Households (in millions) Source:  JupiterResearch Internet Access Model, 3/07 (US Only)
  13. 13. Consumers Time Spent Online Keeps Increasing 18.0 15.3 16.0 14 13.5 Average Weekly Hours Online 14.0 12.5 11.1 12.0 9.8 9.4 10.0 8.0 6.0 4.0 2.0 0.0 2001 2002 2003 2004 2005 2006 2007 Source:  USC Annenberg School Center for the Digital Future, The 2008 Digital Future Report, and previous Digital Future Report releases. 
  14. 14. Search Is Now Habitual 100% 91% 91% 90% 89% 89% 90% 85% Percentage of US Online Adults 88% 84% 80% Using Search Engines 70% 60% 50% 49% 42% 41% 41% 40% 38% 31% 30% 30% 29% 20% 10% 0% Sep-02 Sep-03 Sep-04 Sep-05 Sep-06 Sep-07 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 May-02 May-03 May-04 May-05 May-06 May-07 May-08 Used Search Engine Ever Used Search Engine Yesterday Source:  “Almost Half of All Internet Users Now Use Search Engines on a Typical Day,” Pew Internet & American Life Project Data Memo,  August 6, 2008  Link:  http://www.pewinternet.org/PPF/r/258/report_display.asp
  15. 15. During 2008, US Search Volumes Grew by 15-26% Each Month 30% US Core Search Growth Rates, Year‐On‐Year Percentage Growth Rate of US Core Searches, 26% 25% 23% 22% 20% 19% 19% 19% 18% 19% 20% 17% Year-on-Year 15% 15% 10% 5% 0% Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Source:  comScore qSearch, quoted in “ComScore:  YouTube Now 25 Percent of All Google Searches,” TechCrunch, Dec. 18, 2008,  http://www.techcrunch.com/2008/12/18/comscore‐youtube‐now‐25‐percent‐of‐all‐google‐searches/ 
  16. 16. Digital Video Is Now a Mainstream Medium US Monthly Video Streams Served 9.50 10.00 9.00 8.00 7.00 6.20 (Billions) 6.00 5.00 4.00 3.00 2.00 1.00 0.00 December-07 November-08 Key November 2008 Data (Nielsen): Streams Served:  9.5 billion Unique Viewers:  124.3 million Streams/Viewer:  76.8 streams Time per Viewer:  177.9 minutes Source:  “Nielsen: 9.5B Video Streams in November,” NewTeeVee.com, Dec. 30, 2008; “Nielsen Online's VideoCensus: Networks Failing To Reach  Men Online,”  MediaPost Onlline Media Daily, Feb. 15, 2008.
  17. 17. Smartphones Are Unleashing Mobile’s Potential As of 2Q 2008, in the US: • More than 26 million mobile subscribers use a smartphone device • Smartphones represent 16% of recent mobile device acquisitions • 57% of smartphones are acquired by personal users • 30% of smartphone users are likely to upgrade their device in the coming year Source:  “Nielsen Proivdes iPhone 3G and Smartphone Statistics,” Nielsen Mobile Press Release, October 16, 2008.  URL:   http://www.nielsenmobile.com/html/press%20releases/iPhone3GandSmartphoneStats.html
  18. 18. Social Media Sites Already Exceed Television’s Reach Worldwide Audience for Top 10 Social Media Sites, November 2008 250 221.5 Monthly Global Unique Visitors •Total Social Media Audience:  691M, or 69.4% reach 200.2 •Facebook’s audience grew 116% from Nov 07‐Nov 08  200 (in Millions) 150 126.2 113.7 100 86.8 69.2 63.9 58.1 46.4 45.6 50 0 5 ut rt er kr ok ce ss es es HI pa k gg ic a re it i bo ac Or Sp Fl xA oc dp o Sp ce Bl My Si Ge or Fa ve W o Li ho ws Ya do in W Source:  comScore as reported in “Top Social Media Sites of 2008 (Facebook Still Rising),” TechCrunch, Dec. 31, 2008.
  19. 19. Consumers want the Internet to be ad-supported • For both mobile and PC video, 70% of consumers prefer ad-supported models over consumer-paid models. (IBM study across 6 major international markets) • 67% of US consumers ages 25-34 and 75% of consumers aged 13-24 would “be willing to be exposed to online ads in exchange for free content.” 66% of all Internet users would click on more online ads if they were better targeted to them. (Deloitte) Source:  “IBM Study Shows Consumers Will Accept New Forms of Advertising If Companies Follow Their Rules,” IBM Press Release, Nov. 17, 2008, URL:  http://www‐ 03.ibm.com/press/us/en/pressrelease/26077.wss; Deloitte Study quoted in “Survey:  More online ads, free content,” Forbes, December 26, 2007, link:   http://techland.blogs.fortune.cnn.com/2007/12/26/survey‐more‐online‐ads‐free‐content/
  20. 20. Challenges • Measurement standardization/simplification • Cross-media measurement • Antiquated media-mix modeling • Overuse/misapplication of DR standards and methodologies • Creative shabbiness
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