#digi2013 Guy Phillipson, IAB

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Guy Phllipson's presentation from Propel's recent "Predictions for Digital 2013" event. For more content like this, go to www.propellondon.com/blog or follow us on Twitter - @propellondon

Guy Phllipson's presentation from Propel's recent "Predictions for Digital 2013" event. For more content like this, go to www.propellondon.com/blog or follow us on Twitter - @propellondon

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Transcript

  • 1. @propellondon #digi2013
  • 2. Propel Predictions 2013Guy Phillipson, CEO IAB UK 5th October, 2011
  • 3. 4 Predicted Tends this time last yearWhat happened to…?• Social Media• Video Advertising• Real time bidding• Mobile and devices
  • 4. Total Market (2012/H1) Source: IAB / PwC Digital Adspend
  • 5. Social media display up dramatically year on year Social Media Advertising£180,000,000£160,000,000£140,000,000£120,000,000£100,000,000 £80,000,000 £60,000,000 £40,000,000 £20,000,000 £- H1 2009 H2 2009 H1 2010 H2 2010 H1 2011 H2 2011 H1 2012 Source: IAB / PwC Digital Adspend
  • 6. Mobile Social Media Access 21,000 20,446 20,000 Audience (000) 19,000 18,000 17,000 16,000 15,661 15,000Source: comScore mobiLens 3 month average
  • 7. Zuckerburg goes Public!
  • 8. Clients ready for Social? A third of marketers feel confident communicating with consumers via social media A third do not ! Source: IAB/LBi Social Business Survey Oct 2012
  • 9. Video continues to grow at 50% Source: IAB / PwC Digital Adspend NB: Video includes pre/mid/post-roll, social video and other video. Social Video and other video included for the first time in H1 2011
  • 10. Mass Viewing Online
  • 11. Video Highlights• During the Olympics- 34.6m unique browsers over two weeks- 2.8 Petabytes of data on the busiest day- Tablet usage peaked at 9pm• Video advertising in 2012- 46% broadcast, 54% non-broadcast- Potent TV and VOD combo- FMCG top display category- Growth in Social Video
  • 12. RTB - The Market is established Ad exchange PublisherAdvertiser/ 1010101010 1010101010 1010101010 Agency ATDs DSP SSPs 1010101010 1010101010 1010101010 Ad networks Travel Retail Retail Finance
  • 13. RTB Market shapes up…• Huge focus in agency groups• Centralise the service for planners and buyers• Mostly DR and retargeting in 2012• Around 20% of total display (market doubled)• Premium and video still tiny• Hot topic for advertisers, particularly the original early adopter categories
  • 14. Stellar growth for MobileSource: IAB / PwC Digital ad spend survey H1 2012
  • 15. Mobile search growth 257% 500% 525% Entertainment Travel Retail 25% 24% 25% 7% 4% 4% 2010 2012 2010 2012 2010 2012Source: Google
  • 16. Can advertisers keep up with consumers?!
  • 17. In 2013 the majority ofsearch clicks will come from mobile devices