IAB Meeting 2013 - Guy Phillipson (IAB UK)

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Apresentação de Guy Phillipson (CEO from IAB UK), no evento do IAB Brasil - Meeting 2013, realizado na V. Über, São Paulo - SP, em 29/11/2013.

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IAB Meeting 2013 - Guy Phillipson (IAB UK)

  1. 1. The #1 Digital Nation. The UK Success Story Guy Phillipson CEO Internet Advertising Bureau
  2. 2. Today’s Presentation… 1. The BIG numbers 2. 2005 – The Five Point Plan for growth 3. 06/08 – web 2.0, Networks and branding 4. 09/10 – TV and online: Better Together 5. 11/12 – Mobile First 6. Programmatic – Greater with Data 7. Today – Defining the future of Advertising
  3. 3. Digital – Drives the UK Economy £150 Billion ($240 Billion) 8.5% of UK GDP
  4. 4. A nation of eShoppers • 15% of non-food purchases brought online or Mobile • Highest spend per- capita worldwide
  5. 5. Digital = 34% of a £17.8 billion market (est) *Digital = Online, Mobile and Tablet. Includes VOD and digital news/ magazine brands revenue. TV & Radio – includes TV and radio sponsorship revenue. SOURCE: IAB / PwC Digital Adspend H1 2013 & WARC
  6. 6. 2. 2005-The 5 Point Plan IAB becomes a Free resource for Advertisers
  7. 7. CEO’s 100 day IAB review… Guy Phillipson 21st April 2005
  8. 8. My listening campaign… When I joined the IAB, I stated that we would have to streamline our activities to be more effective. Beyond that, I couldn’t answer all the questions from members and journalists; so I set out to interview our customers – the advertisers – and their input has helped enormously to shape this plan.
  9. 9. Advertisers split into three types… Sceptics Converts Experts
  10. 10. Where is Online on Marketing Director Agenda? (on a scale of 1-10) • Sceptics: 2 Yet to find a real use for it. No-one searches for their products by name and no-one buys them online. Get the telly right and the Marketing Director’s happy • Converts: 5-6 Increasingly important as they understand how their customers behave, gather knowledge, shop around and buy Online. Some still consider Online predominantly a youth medium • Experts: 8-10 Digital is an integrated part of Marketing Structure. Builds customer relationships, increases sales, saves money – not just CPA, but cuts operations costs, too
  11. 11. Our mission… To help marketers find the best role for online advertising, to engage customers and build their brands
  12. 12. Our ambition… To put online on the agenda of every marketer in the UK
  13. 13. Online broke 4% in the second half of 2004 Internet 4.3% 5.2% 3.7% 1.1% 24.1% Television Press - Display 6.3% Press - Classified Direct Mail Directories Outdoor Internet 14.4% Radio 22.1% Cinema 18.6% Source: PricewaterhouseCoopers / Interactive Advertising Bureau / The Advertising Association / Radio Advertising Bureau / WARC
  14. 14. Online overtook Radio!!
  15. 15. The 5 Point Plan Behaviour Search Brand E-commerce Results
  16. 16. The Big Industry Conference IAB Engage
  17. 17. Where Bill Gates famously said… “The future of advertising is the internet” iabuk.net/contact
  18. 18. 3. 2006-08: Rich Media, Brand Engagement, and Web 2.0
  19. 19. The Rich Media Roadshow • A tour of Advertisers • Showcasing Award – winning creative • With Agency creative directors • Brand Engagement in Action iabuk.net/contact
  20. 20. Creative showcase winner: Axe “Feather” • Viewed and played by 3 million in 4 weeks • Cursor turns into feather to tickle girl • Average dwell-time, 8.5 minutes. • That’s brand engagement! iabuk.net/contact
  21. 21. Cross-media Brand Engagement studies • Small cars • Shampoo • Soft drinks • Department stores iabuk.net/contact
  22. 22. Modelling brand engagement metrix Style Is a car for someone like me I like the shape of Fun Is a fun car Is a feminine car Ad Salience You see a lot of ads around Do good advertising Function Has enough space for my needs. Is easy to park Is a nippy car 40% 24% 12% 8% Stature Is a really reputable company Is good name in car manufacturing 7% Safety Is a safe car Is a reliable car 6% Value Isn’t too expensive to run. You get lots of extras with Is expensive compared to other similar cars 3% Brand Engagement
  23. 23. Small Cars – the overall impact of communications iabuk.net/contact
  24. 24. Small cars – By Medium Online 40% Press TV 37% Outdoor 18% 4% iabuk.net/contact Radio
  25. 25. Web 2.0 brings Social Media By 2008 70% of homes on Broadband. 50% with wireless routers iabuk.net/contact
  26. 26. Around 40% of Display via Networks iabuk.net/contact
  27. 27. Online only medium showing growth in 2008 Year on year growth for 2008 Total advertising market growth = -3.5% iabuk.net/contact
  28. 28. 2008 market share 19.2% (15.5% in 2007) % share of revenues for January to December 3.2% 2008 Television 1.0% 11.7% 5.4% 5.1% 13.1% Total advertising market £17.5bn 19.2% 19.5% 21.9% Press Display Internet Press Classified Direct Mail Outdoor Directories Radio Cinema IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Data excludes unclassified figures.
  29. 29. 4. 2009/10 – Structural change as Recession bites hard!
  30. 30. UK GDP dives to minus 6% YOY in Q2 2009 GDP Growth Economy grows by 0.3% in Q4 2009 iabuk.net/contact
  31. 31. IPA Marketers’ Bellwether Q4 2009 • Total budgets revised down for the 9th quarter in succession • But internet budgets were revised up for the 2nd quarter running
  32. 32. So…Prove online works (Again!)
  33. 33. Campaigns: Auto, Finance and Packaged goods Autos Finance FMCG
  34. 34. 61% watch TV while online Don't Everyday 36 47 3 Less often 14 Weekly iabuk.net/contact Second most popular activity after eating while watching TV!
  35. 35. Headline Finding When TV and Online ads were used together, the average uplift across all brand metrics for all tested categories was: + 18% Points
  36. 36. For All Categories Across Softer Metrics % Agree ‘I feel I know this brand really well’ = Significantly higher Seen TV only or Online only = Significantly different to group who’ve seen neither TV nor Online Seen Both Seen Neither TV nor Online 71 79 60 46 57 43 32 30 18 Finance category average Uplift among those exposed to both TV + Online : +14% points Car category average +17% points Base : 25-54 Responsible for insurance/credit cards (1,002) FMCG category average +8% points
  37. 37. As Well As Harder Metrics Such As % Agree: ‘I am Purchaselikely to buy/use this brand in the future’ Intent Seen TV only or Online only Seen Both Seen Neither TV nor Online • % Agree: ‘I am likely to buy/use this brand in the future’ = Significantly different to group who’ve seen neither TV nor Online = Significantly higher 69 19 Finance category average Uplift among those exposed to both TV + Online : +20% points 56 51 45 25 77 25 18 Car category average +26% points FMCG category average +8% points Base : 16-34 ads main shoppers (1,004)
  38. 38. FMCG: Purchase Frequency raised considerably % Agree: ‘I am likely to purchase more frequently’ Seen TV only or Online only = Significantly different to group who’ve seen neither TV nor Online = Significantly higher Seen Neither TV nor Online 65 53 49 39 37 29 FMCG category average Uplift among those exposed to both TV + Online : Seen Both +16% points Cadbury Creme Egg +16% points Base : Cadbury Creme Egg sample of 16-34s main shoppers (501); Q24
  39. 39. Big Industry News in H1 2009…
  40. 40. 5. Mobile First. IAB launched fully staffed mobile dept in 2008
  41. 41. Three Device Lives: tablets in context
  42. 42. Each device has its moment during the day- the tablet particularly during the evening Day in the Life of Device Usage - Weekday % of Interactions 35% 30% 25% 20% 15% 10% 5% 0% Night Time 1- Early Morning 3am 4-6am Morning 79am Late morning 10am-12am Desktop Base (number of check-ins): Desktop & Laptop 436 / Smartphone & Mobile 1544 Mobile Early Afternoon 1pm-3pm Tablet Afternoon 4- Early Evening Late Evening 6pm 7-9pm 10-12pm
  43. 43. Different formats have different strengths UNIQUE / MEMORABLE Size of bubble represents % who recall seeing ad A MPU A B C ENGAGING / FUN ANNOYING / IRRITATING E G F D Leaderboard Full Page Interactive I B MPU Interactive C Full page Full Page Interactive II D Leaderboard Interactive E MPU Dynamic F Leaderboard Dynamic G Full Page Static H MPU Static I H I BORING/ Source: IAB Tablet Ad Format Study July 2012 ORDINARY Leaderboard Static
  44. 44. The shift to mobile continues Penetration Page view July 13 Source: comScore
  45. 45. Wake up call for Advertisers!
  46. 46. 6. Greater with Data. The emergence of Progammatic
  47. 47. The Evolution of Display Advertising
  48. 48. UK RTB Market gaining share of the total display market at a great pace UK RTB Market % Display Advertising 50,0% 40,0% 29,3% 30,0% 24,9% 20,2% 20,0% 16,8% 13,5% 10,0% 8,4% 5,5% 0,0% 2011 48 2012 2013 2014 Source: IDC, 2013. Display Ad RTB Sales include all online and mobile display ads 2015 2016 2017 Confidential
  49. 49. Even Consumers become participants Only 4% of women feel beautiful
  50. 50. Dove video http://www.youtube.com/watch?v=lg_jbSP-F2o
  51. 51. 7. IAB UK Today
  52. 52. “Defining The Future of Advertising” iabuk.net/contact
  53. 53. Digital Still Driving the market Year on year change: *Digital: Like for like growth (actual growth). Includes broadcast VOD and digital news/ magazine brands revenue SOURCE: IAB / PwC Digital Adspend H1 2013 & WARC
  54. 54. Digital shows sustained quarterly growth *Digital: Like for like growth (actual growth). Includes VOD and digital news/ magazine brands revenue SOURCE: IAB / PwC Digital Adspend H1 2013 & WARC
  55. 55. Packaged Goods is now biggest spender! SOURCE: IAB / PwC Digital Adspend H1 2013 based on 43% of total digital display revenues for H1
  56. 56. Continued double digit growth forecast iabuk.net/contact
  57. 57. …And the success story continues!
  58. 58. Research & more>> www.iabuk.net Thank you! Stay in touch>> Twitter: @iabuk Facebook: Internet Advertising Bureau LinkedIn: IAB UK

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