IAB PWC: Online Adspend Study 2007, UK
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,871
On Slideshare
1,866
From Embeds
5
Number of Embeds
1

Actions

Shares
Downloads
26
Comments
0
Likes
0

Embeds 5

http://www.slideshare.net 5

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 2007 UK online adspend study
  • 2. 1. Introduction
  • 3. Agenda
    • Introduction
    • Study methodology
    • Market background and trends
    • UK online adspend – headline results
    • Online in context
    • The digital media mix
    • Industry categories
    • Summary
    • Looking ahead…
    • Questions
  • 4. Background
    • Census of all major UK online media owners
    • Official Advertising Association figures since 1997
    • Information collected each half year
    • Analysis available by
      • Format
      • Industry category
  • 5. 2. Methodology
  • 6.
    • The IAB has been working with PwC since 1997 to survey the value of the online advertising market
    • We have run projects in Europe and North America to assess the size of the interactive media markets
    • These figures have become the industry standard for measuring advertising spend
    • 118 companies have participated in the survey
    • Reported figures are not adjusted to account for other organisations that have not participated
    • Total advertising revenue is reported on a gross basis
    • The figures are drawn up on the basis of site declaration
    • They cover thousands of UK websites, but by no means all
    A brief history…
  • 7. Research participants Acxiom Ad2-one Adept Scientific Adlink Ad Revenue AdSales4U Advertising.com Adviva AOL Affiliate Window Ask Associated Northcliffe Digital Autotrader BBC Worldwide Bloomberg Blue Lithium BMJ Bolt Blue Bounty BSkyB Buy Association Buy.at (Perfiliate) Channel 4 Chinwag Chrysalis Radio Classic FM CNET Conde Nast Confetti Dennis Interactive DGM Dixons Double Fusion E-circle Economist EDR EMAP E-Type Euroclick Everyclick Faversham House Group Financial Times Find.co.uk Findaproperty Fish4 Five Friends Reunited Future Publishing GCap Radio Google Guardian Habbo Hachette Fillpacchi Handbag Haymarket Hello IDG Independent I.E.T (Institute of Engineering and Technology) IPC Media IPT i-Points ITN ITV iVillage Jetix Jobs.ac.uk Jobsite Johnston Press Loot Lycos Manchester Online Media Brokers Memedia Miva Monetise Moneyextra Monster MSN My Space National Magazines Net Communities Netrecruit News International Orange Oridian Overture Pigsback Prime Location Property Finder Real Media Reed Business Information Reuters Right Move Scotland Online Sift Simply Media TV SRH Skupe Teamtalk Telegraph Tesco Tiscali TMN Media Tradedoubler UK Net Guides UKTV Unanimis Upmystreet U Target Valueclick Viacom Brand Solutions Virgin Radio WME Workthing Yahoo ! Yell … Plus further recruitment sites, courtesy of WARC Representing thousands of UK websites
  • 8. 3. Market background and trends
  • 9. At the height of the “boom” online was worth £166m! £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
  • 10. Where were we this time last year?..
    • Online broke through the £2bn barrier in 2006
    • The medium grew by 41% from £1.4bn in 2005
    • Online overtook National Press
    • Our initial forecast for 2007 was £2.6bn …
    • …but we revised that up to £2.75bn (and Prayed!)
  • 11. Meanwhile the audience is still growing Source: Gfk NOP World, To July 2007 Have you used the Internet in the last 12 months? 3.6m June 96 32.5m July 07
  • 12. Over half of home broadband services are now above 2 MB Base: All home broadband users who knew their speed of connection (Nov 06 - 396; Nov 07 - 388) Source: BMRB Internet Monitor Nov 2006; Nov 2007 50% have used wireless broadband at home in the last month (February 2007) Q . What is the connection speed of your home broadband?
  • 13. Young women take over…
    • Women 25-34 now spend more time online than men in the same age group.
    Source: Ofcom Communications Report 2007
  • 14. Empty nesters go surfing…
    • One quarter of all Britons online are over 50 and 30% of total time spent on the internet is by the over 50’s
    Source: Ofcom Communications Report 2007
  • 15. It’s never been easier to get online £4.50 Toshiba Tecra 8100 £250 inc VAT $100 Wind Up 50p per hour Free at libraries Bars, Hotels, Coffee shops, parks…
  • 16. 4. UK Online Adspend Study Results for the full year of 2007 Prepared by PricewaterhouseCoopers for the IAB
  • 17. Have I got news for you…?
  • 18. £2,812.6m market in 2007 An increase of £797m year-on-year Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
  • 19. 38% increase New contributions in 2007 represented £64.9m 2007 vs. 2006 on a like for like basis Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
  • 20. Online advertising reaches £750m in Q4 £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC ‘ 01 ‘ 03 ‘ 02 ‘ 04 ‘ 05 ‘ 06 ‘ 07 Up £2bn in 3 years!
  • 21. 5. Online in context… Breaking market trends in the UK ad industry
  • 22. 2007 market share 15.3% (11.4% in 2006)
    • % share of revenues for January to December 2007
    Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Total advertising market £18.4bn
  • 23. Online drives the whole market Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories. Total advertising market growth = 4.3% Year on year growth for 2007
  • 24. Market Share Online’s share growth accelerates to 16% Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC
  • 25. Online slices through the media market £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / Advertising Association / Radio Advertising Bureau / WARC N.B. WARC Recruitment data included from 2003 Radio Outdoor Internet Press - Display Television Press - Classified Direct Mail
  • 26. Online overtakes Press Classifieds (Just!) £m Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC / Radio Advertising Bureau. Full year 2007 Directories are estimated
  • 27. Summary – Full year 2007
    • Online advertising driving growth of the entire media market
    • Internet advertising reaches £2,812.6m in 2007
    • Online achieved a share of 15.3%, up nearly 4 points from 2006 (11.4%)
    • The market grew on a like for like basis by 38% year-on-year, maintaining the strong growth of previous waves
    • Online overtakes Regional Newspapers and press classifieds (15% and 15.1% respectively)
  • 28. Summary – H2 2007
    • In the second half of the year, online advertising was worth £1,478.2m
    • The internet’s share of all advertising expenditure actually reached 15.9%
    • Revenues for Q4 over £750m
  • 29. 6. The digital media mix The developing mix of ad products
  • 30. The digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Full year total £2,812.6m % share of revenues for the full year 2007
  • 31. The digital media mix £ millions +31% +54% +39% Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. All online formats have experienced strong growth
  • 32. The digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Full year total £2,812.6m £467.1m £23.1m £15.1m £23.4m £44.1m £19.2m £16.2m £286.8m £296.5m £1.9m £1,619.1m % share of revenues for the full year 2007
  • 33. The digital media mix £ millions IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Year on year comparison
  • 34. Strong growth of Search continues £m Source: Internet Advertising Bureau / PricewaterhouseCoopers
  • 35. Almost 90% use search every month
    • In January 2008, 29m people visited a search engine and 27.7m of these clicked through onto a site.
    • This equates to 89% of the internet population visiting a search engine and 84% clicking through.
    • There were 1.7bn search queries carried out in the UK in January 2008.
    • On average, there are 3.4 click throughs per search session.
    • PPC Search revenues in 2007 reached £1,619.1m . In H2 2007 this was £856.8
    Source: Nielsen Online, MegaView Search UK, January 2008, Home and Work, Netview January 2008, IAB/PwC Online Ad Spend H2 2007
  • 36. Growth in further classifieds £m Source: Internet Advertising Bureau / PricewaterhouseCoopers
  • 37. Classifieds led by key players
  • 38. Display: formats dominated by banners & rich media £m Source: Internet Advertising Bureau / PricewaterhouseCoopers
  • 39. Embedded formats up over 100% in the last two years £ millions IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC +45% +8% +15% +22% +159% -40%
  • 40. 40% of display spend through networks IASH sales houses represent thousands of sites Source: Internet Advertising Bureau
  • 41. Formats summary – 2007
    • Revenues increased across all formats, except for tenancies and solus e-mail
    • With revenues of £1619.1m in 2007, search maintained its dominant position
    • YoY, display was up 31% to £592m while search increased by 39% and classifieds were up by 54% to £585.3m
    • Core “embedded” display rose 45% YOY
    • Classifieds: recruitment increased by 33% to £286.8m and other classifieds grew by 82% to £298.4m
    Source: Internet Advertising Bureau / PricewaterhouseCoopers
  • 42. 7. Industry categories
  • 43. Recruitment continues to lead the market Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for industry sector shares are based on samples of categorised net revenue from key IAB members provided by PwC. Data excludes unclassified figures and covers 41% of online revenues in H2 2007 .
  • 44. Sector Market Shares IAB estimates for industry sector shares are based on samples of categorised net revenue from key IAB members provided by PwC. Data excludes unclassified figures and covers 41% of online revenues in H2 2007 . Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC *
    • Technology overtakes Finance
    • Property enters top 5
  • 45. Sector Market Shares IAB estimates for industry sector shares are based on samples of categorised net revenue from key IAB members provided by PwC. Data excludes unclassified figures and covers 41% of online revenues in H2 2007 . Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Retail gains share !
  • 46. Spotlight on Retail
    • Online spend beginning to grow , reflecting a buoyant and competitive e-commerce market (46.6bn 2007)
    • 46.6bn ecommerce spend up 54% on the £30.2bn recorded for 2006
  • 47. Are Finance and travel maturing? H2 2007 H2 2004 * Finance and Travel spend has increased over time, but share of categories has declined
  • 48.
    • Property is the share point winner (+3.3 points) however, recruitment retains the pole position and Technology overtakes Finance for the first time to take the third spot.
    • Retail (+1.7), Business and Industrial (+2.1) and Telecoms (+0.7 points) strengthened their positions whilst Finance (-3.8 points) and Technology (-3 points) continued to showed a decline.
    • Share for Consumer Goods , though remains mid tier, increased by 0.9 point - there is still room for growth in this sector.
    Industry sectors summary – H2 2007
  • 49. 8. Summary
  • 50. Have I got news for you…
  • 51. Summary
    • Online ad spend leaps by 38% year-on-year (on a like-for-like basis) to reach £2,812.6m in 2007
    • Online achieved a share of 15.3%, up 3.9 points from 2006 (11.4%)
    • Online overtakes Press Classifieds and Regional Newspapers
    Online has grown by £2bn in just 3 years
  • 52. Summary
    • Search (+39%) and display (+31%) both experienced impressive growth in revenue, with embedded formats (+45%) performing ahead of the total growth.
    • Classified (+54%) performed particularly well
    • Twenty two record-setting quarters in succession
    • Recruitment retains the pole position , however the greatest share point winners are in Property, Business and Industrial and Retail
  • 53. 9. Looking ahead
  • 54. Online poised to draw level with total Press display £m Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC
  • 55. Could online overtake TV next year? £m Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC
  • 56. …And be the single biggest medium!? YOU BET! !
  • 57. Our current forecast for 2008 is…
    • £3.6 billion
    £
  • 58. Our thanks to… All of the 118 companies taking part, representing thousands of websites and to Nicki Lynas, Senior Manager and Paul Pilkington, Director Colin Macleod, Research Director
  • 59. 10. Questions For more information [email_address] 020 7886 8282