Internet in Belgium

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Op 26 juni organiseerde Fred Online het seminarie “Mijn eerste stappen op het internet” in het auditorium van De Persgroep Publishing.

Hoe zit het met internet in België? Jean-Michel Depasse van Mindshare geeft een stand van zaken.

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Internet in Belgium

  1. 1. my first steps on the internet june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be
  2. 2. PROGRAMME <ul><li>WELCOME </li></ul><ul><ul><li>P. Van Weayenberge - Fred </li></ul></ul><ul><li>INTERNET IN BELGIUM </li></ul><ul><ul><li>J.M. Depasse – Mindshare </li></ul></ul><ul><li>WHY INTEGRATE INTERNET IN MY CAMPAIGN ? </li></ul><ul><ul><li>J.M. Depasse – Mindshare </li></ul></ul><ul><li>HOW TO PLAN A CAMPAIGN </li></ul><ul><ul><li>Isabelle Driege – Isobar </li></ul></ul><ul><li>CASE : THE RESULTS </li></ul><ul><ul><li>J. Detavernier – Snow LG&F </li></ul></ul><ul><li>THE WEBSITES OF de Persgroep Publishing </li></ul><ul><ul><li>D. Catry – de Persgroep Publishing </li></ul></ul><ul><li>CREATIVITY ON THE INTERNET </li></ul><ul><ul><li>P. Bruneel – Fred online </li></ul></ul>
  3. 3. Internet in Belgium june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be
  4. 4. Reach & Coverage
  5. 5. Key findings CIM 2006 (1/2) <ul><ul><ul><li>The Internet penetration continues to increase : </li></ul></ul></ul><ul><ul><ul><ul><li>The Internet coverage per average day keeps climbing …Increase of 205% compared to 2001 and +13% in comparison with the year before. The penetration of Internet on an average day goes from 10.6% in 2001 to 32.3% in 2006 . </li></ul></ul></ul></ul><ul><ul><ul><ul><li>More than 50% of the population 12+ has surfed at least once during the last months . The total reach registers an increase of 8% in comparison with the year before. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Loyal reach is still to grow… One third of the Belgian population 12+ is considered as loyal users . Loyal audience has increased with16% compared to CIM 2005 to achieve a level of 31.3%. </li></ul></ul></ul></ul>
  6. 6. Key findings CIM 2006 (2/2) <ul><ul><ul><li>An increase was registered on all socio-demographic indicators </li></ul></ul></ul><ul><ul><ul><li>The major online activities are the search of product information (49%), the search of document and/or information (44%) but also the randomly surf on different sites (44%). On the top 5 of the main online activities, only PC banking increases in comparison with CIM 2005. </li></ul></ul></ul><ul><ul><ul><li>The majority of web users consult Internet at home . </li></ul></ul></ul>
  7. 7. Evolution of the audience
  8. 8. Average daily reach of Internet website <ul><ul><ul><li>Internet reach has tripled in 6 years . </li></ul></ul></ul><ul><ul><ul><li>In comparison with 2004, Internet penetration has increased with 13%. </li></ul></ul></ul>Source : CIM PMP 2001-2006 , target group 12+. +45% +28% +24% +17% +13%
  9. 9. Total reach of Internet website <ul><ul><ul><li>In 6 years, Internet total reach has doubled to reach 54% of the 12+ in 2006. </li></ul></ul></ul>Source : CIM PMP 2001-2006. +22% +16% +13% +16% +8%
  10. 10. Total reach of Internet website by region <ul><ul><ul><li>All Nielsen regions book an increase trends (+8% in the North, +5% in Brussels and +10% in the South). </li></ul></ul></ul>Source : CIM PMP 2001-2006 , target group 12+. 27.8 34.5 40.4 45.4 52.4 56.8 38.6 40.2 44.6 46.5 20.9 26.7 36 44.2 52.5 50.2 30.6 48.8 0 10 20 30 40 50 60 CIM 2001 CIM 2002 CIM 2003 CIM 2004 CIM 2005 CIM 2006 NIELSEN I OR NIELSEN II NIELSEN III - FL OR NIELSEN III - FR NIELSEN IV OR NIELSEN V
  11. 11. Loyal reach of Internet website <ul><ul><ul><li>One third of the Belgian population uses Internet at least 5 times a week. </li></ul></ul></ul>Source : CIM PMP 2001-2006 +54% +31% +26% +22% +16%
  12. 12. The socio-demographic evolutions
  13. 13. Gender – Daily reach <ul><ul><ul><li>With 39% of penetration, men remain more present on Internet than women. </li></ul></ul></ul>Source : CIM PMP 2001-2006 , daily reach, target group 12+.
  14. 14. Age – Daily reach <ul><ul><ul><li>The biggest leap forward in absolute terms is registered next to the 21-24 . </li></ul></ul></ul><ul><ul><ul><li>In comparison with 2005, the 55-64 years old present the highest positive evolutions (in terms of relative increases). No evolution is noted for the older ones (70-74 years old). </li></ul></ul></ul>Source : CIM PMP 2001-2006 , daily reach, target group 12+.
  15. 15. Social groups – Daily reach <ul><ul><ul><li>The highest relative increases between 2001 and 2006 are registered by social groups 5 (+364%) and 8 (+350%). Notice that in comparison with CIM 2005, there is no increase for the social group 8. </li></ul></ul></ul><ul><ul><ul><li>Social classes 1 & 2 continue to have the highest Internet penetration . </li></ul></ul></ul>Source : CIM PMP 2001-2006 , daily reach, target group 12+.
  16. 16. Profession – Daily reach <ul><ul><ul><li>Internet penetration knows a very important (the biggest) increase next to farmer (compared to CIM 2001 and compared to CIM 2005) </li></ul></ul></ul><ul><ul><ul><li>More than 60% of managers use Internet. Internet has also a good penetration among employees, trader/retailer and students. </li></ul></ul></ul>Source : CIM PMP 2001-2006 , daily reach, target group 12+.
  17. 17. Profil of Heavy Internet Users – Daily reach
  18. 18. Average daily reach of Internet <ul><ul><ul><li>Daily reach of Internet on PRP is less than average 12+. But still 25% use Internet on an average day. </li></ul></ul></ul><ul><ul><ul><li>Internet penetration next to younger continues to increase to reach more than 50%. </li></ul></ul></ul>Source : CIM 2001-2006.
  19. 19. Total reach of Internet <ul><ul><ul><li>Total reach is 44% on PRP. The top reach is 86.5% on 12-24 years old. </li></ul></ul></ul>Source : CIM 2001-2006.
  20. 20. Top Websites
  21. 21. Top Websites
  22. 22. Online activities
  23. 23. Internet activities per age 80.1% 15.7% 12-14 YEARS 15-17 YEARS 18-20 YEARS 21-24 YEARS 25-34 YEARS 35-44 YEARS 45-54 YEARS 55-64 YEARS 65 YEARS &+ E-SHOPPING CHAT SURF PC-BANKING ONLINE TRANS. ONLINE GAMES MUSIC DOWNLOAD PRODUCT INFO SMS TV PROG RADIO PRESS LOGO/BEL JOBS JOBS SITES DOCUMENT LIFE SPORT
  24. 24. International vs Belgium
  25. 25. EIAA 2005 Internet coverage Belgium vs Europe (%)
  26. 26. Broadband Penetration Advanced Highest Speeds Laggards Laggards Moderate Mainstream Less Advanced Less Advanced
  27. 27. Online Advertising Expenditure 2006
  28. 28. Who measures what ? Perimeter IAB Europe IAB Belgium IAB Be IAB Eur (-) CIM (+) * CIM Sales houses 2006 : Adlink, Beweb, Corelio, Miscrosoft, Skynet Media 2007 : Fred, Paratel, trustmedia, Telenet CIM Display + Text (2007) (2007) Job ads Classified Search Other Newsletter E-mailing Content Integration Other CPA CPC CPM No Yes No Yes Channel Type of buy Site CIM Sales house CIM*
  29. 29. Growth : International comparison 2006 vs 2005
  30. 30. Annual growth (mio €) Total 2006 without Google 72.4 millions € +64% +38%
  31. 31. Seasonality Index per month : number of campaign (undeduplicated – Sales houses declaration)
  32. 32. Channels in 2006 Display still dominates Base : Sales houses declaration
  33. 33. Split per type of site Base : Sales houses declaration
  34. 34. Split by Economical group Base : Sales houses declaration
  35. 35. Zoom on sectors Top 10 sectors 60% of investments Base : Sales houses declaration
  36. 36. Campaign allocation by budget (number of campaigns) Base : 504 campaigns – Source IAB Study Media Agencies Test 13 069 € Complete 87 233 €
  37. 37. Consumer behavior vs advertiser’s behavior Share of media consumption Share of Media pressure Source : EIAA - European Media Consumption Study 2005 Sources : Off line - CIM MDB 2006, Online - IAB Adex*, CIM MDB only* 11.4% 11.3% Radio 100% 2.5% 37.1% 24.3% 9.9% 6.1% 1.0% 7.8% IAB Adex* + CIM offline 100% TOTAL 1.6% Internet 37.4% TV 24.5% Newspapers 10.0% Mag 6.1% Free sheets 1.0% Movie 7.9% Outdoor CIM only** Media
  38. 38. Three reasons to use the Internet in you campaigns
  39. 39. Adapt To Survive: As Digital Platform Usage Grows, Consumers Will Find Themselves Ever More Empowered Increased a bility to a ccess and sift a bundance of i nformation Increased a bility to communicate, interconnect, and c ongregate Increased ability to publish s elf e xpression Increased ability to customize c onsumption Increased a bility to gain on-demand satisfaction Enabling Digital Platforms
  40. 40. Adapt To Survive: Thought Leadership – Emerging Media - What are the New Consumer Touch-points? Digital Imaging Gaming Audio Wireless Auto Electronics Digital Stream Mobile Electronics Home Networking Digital Imaging iTV Digital Video Gaming Audio Audio Wireless PC Broadband PC Broadband Mobile Electronics Play games Download songs Watch movies and TV Browse the Internet Browse the Internet Send & receive photos and video Download songs Download songs Play games on-the-go Shoot photos and video Record Programming Email Talk to friends Get directions Online shopping Shopping Driving Family Moving Email Talking to others Listen to music Work Graphics Word Processing Home Work On-the-Go
  41. 41. Adapt To Survive: Marketers Must Shift Communication Strategies to Accommodate Empowered Consumers REQUIRED SHIFT IN MARCOMS APPROACH Pre-digital Post-digital
  42. 42. eCRM Consulting Adapt To Survive: all agencies and media are enlarging their scope of expertise and services Communities/ Social Networking Mobile Gaming Search / Affiliates Producers (Creative) Tools + Analytics iOOH Content and Distribution Online Display Advertising
  43. 43. Media Perspective: Weekday Media Consumption What times of the day do you typically…during the week? [Base: All Respondents in Belgium using each type of media] Source: EIAA Mediascope, December 2005
  44. 44. Media Perspective: Other media remain important for the surfer <ul><ul><ul><li>Heavy users of Internet are also big consumers of print media, cinema and outdoor. </li></ul></ul></ul>Source : CIM PMP 2001-2006, target group 12+. * Selectivity indices on 12+. Dailies Weeklies Monthlies+fortnightlies Free press TV Radio Cinema Outdoor HEAVY MEDIUM LIGHT NEVER Heavy users of Internet* 119 94 102 73 112 101 93 61 120 97 104 74 83 86 113 142 81 112 110 112 94 109 108 52 201 158 112 56 126 106 71 11
  45. 45. Media Perspective: Time spent on TV in function of Internet at home <ul><li>Internet at home has an influence on time spent on TV. </li></ul>Source : CIM 2006.
  46. 46. Media Perspective: Multi-tasking in Belgium When you’re mainly watching TV, reading a newspaper, reading a magazine, listening to radio, using the internet, which other media do you sometimes use? When Mainly Watching TV When Mainly Using the Internet 16% 4% 3% 37% 8% 33% 25% 9% [Base: All Belgium internet users] [Base: All Belgium TV Viewers] Source: EIAA Mediascope, December 2005
  47. 47. Through The Line Media : In depth measurement <ul><li>Media Rate card Database </li></ul><ul><ul><li>rate card data of all national media properties </li></ul></ul><ul><li>Reach and Frequency Planning data </li></ul><ul><ul><li>imported from best local source </li></ul></ul><ul><li>Historical campaign performance data </li></ul><ul><ul><li>from reporting tool </li></ul></ul><ul><li>Planning Tool </li></ul><ul><ul><li>send out request of proposal </li></ul></ul><ul><ul><li>calculate/optimise media plan </li></ul></ul><ul><li>Client Extranet </li></ul><ul><ul><li>see and comment media plan </li></ul></ul><ul><li>Buying & Billing Tool </li></ul><ul><ul><li>send out insertion orders </li></ul></ul><ul><ul><li>invoices to clients </li></ul></ul><ul><ul><li>media invoices </li></ul></ul><ul><li>Financial Accounting </li></ul><ul><ul><li>financial accounting </li></ul></ul><ul><ul><li>WPP reporting </li></ul></ul><ul><li>Trafficking Tool </li></ul><ul><ul><li>assign creatives to placements </li></ul></ul><ul><li>Creative Extranet </li></ul><ul><ul><li>creative agencies upload creatives </li></ul></ul><ul><ul><li>approval by client </li></ul></ul><ul><ul><li>technical check for specifications </li></ul></ul><ul><li>Adserver </li></ul><ul><ul><li>ad-delivery and tracking </li></ul></ul><ul><li>Profiling and Decision Engine </li></ul><ul><ul><li>build cookie profiles and own targeting </li></ul></ul><ul><li>Reporting Tool </li></ul><ul><ul><li>reports for planner </li></ul></ul><ul><li>Automated Optimisation Engine </li></ul><ul><ul><li>optimise reach, frequency and CPx </li></ul></ul><ul><li>Reporting Extranet </li></ul><ul><ul><li>reports for client </li></ul></ul>Campaign Database <ul><li>E-CRM </li></ul><ul><ul><li>Manage relation with the customers </li></ul></ul><ul><ul><li>Profiling and segmentation for optimisation </li></ul></ul>Client Database
  48. 48. Through The Line Media : In depth measurement Awareness Desire Interest Activation Impressions / Contacts Click Through Leads Sales
  49. 49. FROM… TO…
  50. 50. Q&A june 26th 2007 HLN.be - 7sur7.be - demorgen.be - autozone.be - goedgevoel.be - joepie.be - zone02.be - zone03.be - zone09.be

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