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Iab intro and brand planning online

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  • 1. Introduction & Brand Planning Online
  • 2. Upcoming IAB events and research
    Events & Training
    Mobile Planning Seminar – 18th January – 9am – FREE
    Research Breakfast – 19th January – 9am – FREE
    Research
    Launching a brand online – Starbucks VIA – Q1 2010
    Students Online – Q1 2010
    The benefits of behavioural advertising – Q1 2010
    www.iabuk.net
  • 3. Brand planning online
  • 4. Brands spending more online
  • 5. £1,968.6mmarket in H1 2010Anincreaseof£209m year-on-year10% increaseon a like-for-like basis
    Source: PwC / Internet Advertising Bureau, The Advertising Association / WARC
  • 6. The digital media mix
    % share of revenues for the H1 2010
    H1 2010
    total
    £1,968.6
    NB: Other includes Lead Generation and Solus E-mail
    Source: PwC/ Internet Advertising Bureau / WARC
  • 7. The display digital media mix
    % share of display revenues for H1 2010
    H1 2010
    display total
    £380.9m
    Source: PwC / Internet Advertising Bureau / WARC
  • 8. Video shows market beating growth
    Pre/mid/post roll grown
    X 5 in 2 years
    Source: PwC / Internet Advertising Bureau
  • 9. IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC.
    Data excludes unclassified, multi-advertiser and misc figures and covers 72% of online display revenues in H1 2010.
    Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
    Share of spend by Consumer Goods advertisers has grown
  • 10. Top 20 online display advertisers
    Source: Nielsen Media Research Jan – Jun 2010
  • 11. Brand = 5% in 2008
  • 12. Brand = 12% in 2010
  • 13. Why?
    1 - The rise of large brand friendly display formats
  • 14.
  • 15.
  • 16.
  • 17. Why?
    2 – Increased use of online video ads
  • 18. Online video audience
    35.1 million unique viewers
    6.65 billion videos viewed
    561.7 million hours of video viewed
    16 hours per person per month
    Source: ComScore September 2010
  • 19. Mindset influences recall
    State of mind: Expectant
    Attention: Higher
    Ad Recall: 44% Completion: 61%
    State of mind: Reflective
    Attention: Lower
    Ad Recall: 37% Completion: 42%
    Pre-Roll
    Video Clip
    Post-Roll
    BASE: 4459. All exposed to advertising
  • 20. Significance of daypart and location
    State of mind: Distracted
    Behaviour: Exploratory
    State of mind: Attentive
    Behaviour: Restricted
    Evening
    Daytime
    Willing to explore
    Focused attention
    RESPONSE
    CAMPAIGN
    BRANDING
    CAMPAIGN
  • 21. Why?
    3 – It’s easier to plan & buy online media
  • 22.
  • 23. 31,000 People at home
  • 24. 4,000 People at work
  • 25. UKOM demographic information
    Gender & age (2+)
    Region
    Household size & Income
    Social grade & Acorn groups
    Main shopper
    Life plans – new car, home improvements
  • 26. November 2010 stats
    Source: UKOM November 2010
    Apr 2010:
    Digital Universe 46.9m aged 2+
    Active Universe 40.5m aged 2+
    Average 2424 pages/user
  • 27. Top 10 sites for reach – no surprises
    Source: UKOM November 2010
  • 28. Example UKOM data
    AB Women aged 45+
    Source: UKOM September 2010
  • 29. Example UKOM data
    ABC1 Men earning over £50K that intend major home improvement in next 6 months
    Source: UKOM September 2010

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