Interact Ad Ex Pres 1.6.07


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Ad Ex The Results as presented on IAB Europe Conference June 5, 2007

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Interact Ad Ex Pres 1.6.07

  1. 1. Ad Ex The Results 4th June 2007 Zoran Savin IAB Europe Nicki Lynas Pricewaterhouse Coopers
  2. 2. Agenda <ul><li>About the study </li></ul><ul><li>Methodology </li></ul><ul><li>Full results </li></ul><ul><li>Your input & questions </li></ul>
  3. 3. About the study
  4. 4. About the study <ul><li>Every IAB runs a benchmark study </li></ul><ul><li>2006 IAB Europe compiles studies </li></ul><ul><li>Different approaches country by country </li></ul><ul><ul><li>Figures collected </li></ul></ul><ul><ul><ul><li>Net/Gross/Ratecard? </li></ul></ul></ul><ul><ul><li>Formats measured </li></ul></ul><ul><ul><ul><li>Classifieds? Search? Email? </li></ul></ul></ul>
  5. 5. A clear overview of European markets <ul><li>Tackle comparability issues </li></ul><ul><ul><li>Adjustments </li></ul></ul><ul><ul><li>Filling data gaps </li></ul></ul><ul><li>PwC partnership </li></ul><ul><li>Ongoing process </li></ul>
  6. 6. Methodology
  7. 7. Methodology <ul><ul><li>Received 2006 data from local IABs </li></ul></ul><ul><ul><li>Had to make comparable </li></ul></ul><ul><ul><ul><li>All formats reported Gross </li></ul></ul></ul><ul><ul><ul><li>Exclusion of mobile </li></ul></ul></ul><ul><ul><ul><li>Exclusion of e-commerce transactions </li></ul></ul></ul><ul><ul><li>Needed to adjust data where not comparable </li></ul></ul><ul><ul><li>Needed to add estimates for non-collated data </li></ul></ul>
  8. 8. Adjusted data <ul><ul><li>20.9% of the total </li></ul></ul><ul><ul><li>Adjusted data to reach a comparable figure: </li></ul></ul><ul><ul><ul><li>Estimating gross where collated net / ratecard </li></ul></ul></ul><ul><ul><ul><li>Extracting e-commerce income where stated </li></ul></ul></ul><ul><ul><li>Adjustments made based on: </li></ul></ul><ul><ul><ul><li>Input from local agencies and contributors </li></ul></ul></ul><ul><ul><ul><li>Available market information </li></ul></ul></ul><ul><ul><li>If ratecard / net to gross 15% or less not counted as adjusted </li></ul></ul>
  9. 9. Estimating data where it is not collated <ul><li>13.9% of the data </li></ul><ul><li>For some countries, not all formats are reported </li></ul><ul><ul><li>Display is reported by all IABs </li></ul></ul><ul><ul><li>Classifieds, Search and Email are not always reported </li></ul></ul><ul><ul><li>Have taken: </li></ul></ul><ul><ul><ul><li>Average % of total for countries that do report this </li></ul></ul></ul><ul><ul><ul><li>Tested figure against industry specialists and publicly available information </li></ul></ul></ul>
  10. 10. Estimating data where it is not collated <ul><ul><li>Search: 51.1% share of local market </li></ul></ul><ul><ul><ul><li>(Greece and Netherlands) </li></ul></ul></ul><ul><ul><li>Classifieds: 21.2% share of local market </li></ul></ul><ul><ul><ul><li>(Austria, Croatia, France, Germany, Netherlands) </li></ul></ul></ul><ul><ul><li>Email: 1.6% share of local market </li></ul></ul><ul><ul><ul><li>(Austria, Finland, France, Germany, Netherlands, Slovenia) </li></ul></ul></ul>
  11. 11. Adjusted data <ul><li>Display: </li></ul><ul><ul><li>Adjusted based on industry input to gross </li></ul></ul><ul><ul><ul><li>Austria, Belgium, Croatia, France, Germany, Greece, </li></ul></ul></ul><ul><li>Search: </li></ul><ul><ul><li>Calculated based on industry input to gross </li></ul></ul><ul><ul><ul><li>Belgium, France </li></ul></ul></ul><ul><li>Email: </li></ul><ul><ul><li>Adjusted based on industry input to gross </li></ul></ul><ul><ul><ul><li>Belgium </li></ul></ul></ul>
  12. 12. Total Market Size Source: IAB Europe/PricewaterhouseCoopers € 8,003 million
  13. 13. Total split by actual, adjusted and estimated data Source: IAB Europe/PricewaterhouseCoopers Actual Estimated Adjusted
  14. 14. Total for each country Source: IAB Europe/PricewaterhouseCoopers Millions
  15. 15. Total for each country by data type Source: IAB Europe/PricewaterhouseCoopers Millions
  16. 16. Market Share by Format Source: IAB Europe/PricewaterhouseCoopers
  17. 17. Share of European Market by country Source: IAB Europe/PricewaterhouseCoopers
  18. 18. Share of European and US Markets Source: IAB Europe/ IAB US/ PricewaterhouseCoopers
  19. 19. Expenditure per user Source: IAB Europe/ IAB US/ PricewaterhouseCoopers/ 4 Average European investment = €39.1 per active user
  20. 20. Data split by Format Source: IAB Europe / PricewaterhouseCoopers Millions Source: IAB Europe/PricewaterhouseCoopers
  21. 21. Market share* in 7 highest value markets Source: IAB Europe/PricewaterhouseCoopers/WARC * Calculated using IAB Europe data as % of total advertising market value (WARC data)
  22. 22. With thanks to all the national IAB teams who have been so supportive of this project