«Trends, Facts and Figures from Digital and Interactive Advertising in Europe»

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«Trends, Facts and Figures from Digital and Interactive Advertising in Europe»

  1. 1. IAB Europe September 2011«Trends, Facts and Figures from Digital and Interactive Advertising in Europe» Digital Communications Kazakhstan 2011 Presented at Digital Communications Kazakhstan 2011 Conference & Exhibition Astana, September 16th 2011 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  2. 2. REPRESENTING THE ENTIRE ECO-SYSTEM 2The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  3. 3. Convergence towards Digital Broadcasters Advertisers PublishersMedia Media ... OwnersAgencies . . Social Platforms Creative Agencies Sales Houses Service Providers Mobile Operators 3 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  4. 4. NATIONAL MISSION DIGITAL EMBASSIES DELIVERING SERVICES 4The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  5. 5. Promoting and Developing the digital and interactive market regulate educate exchange inform promote 5The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  6. 6. IAB EUROPE IN A NUTSHELL 6The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  7. 7. May 2011:Stakeholders and dedicated staff :-27 countries with over 125 staff-41 corporate members at European level-more than 5000 member companiesPotential New countries in 2011 :-Iceland and PortugalPriorities 2011-2012 :-Public Policies : -creating trust and transparency -ongoing dialogue with the regulator -self regulation-Business : -promoting Brand Advertising -standardization-Benchmarking : -understanding the consumer -comparing the markets-Networking : - connecting people 7 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  8. 8. THE CONSUMER DIGITAL, CONNECTED AND INTERACTIVE 8The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  9. 9. INTERNET PENETRATION IN EUROPE Number of Internet connections for 100 households 86 84 84 82 80 75 72 71 69 64 64 63 62 62 60 59 59 58 58 53 51 51 48 48 47 46 46 43 31 30 25 Belgium Slovakia Bulgaria Rumania Slovenia Portugal Denmark Luxemboug Italy Germany Finland Ireland Poland Czech Republic Netherlands Malta Latvia Estonia Lithuania UK EU (15 countries) EU (25 countires) EU (27 countries) Hungary Spain Cyprus France Greece Austria Norway Sweden 9 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate membersSource : Eurostats – February 2009
  10. 10. FROM A PASSIVE AUDIENCE… 10The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  11. 11. …TO AN ACTIVE USER 11The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  12. 12. Awareness of Facebookis close to 100%More than 1 billion people(>70% of internet population)use social networks.
  13. 13. People use more than Facebook.In Europe, people join on average1,9 social networks. In USA it’s 2,1;Brazil 3,1 and India 3,9.
  14. 14. Average Facebook session lasts37 minutes, Twitter 23 minutes.More than 400 million people useFacebook daily.
  15. 15. There is a bigTwitter paradox:80% is awareof Twitter, only 16%is using it.
  16. 16. Vkontakte is bigin Eastern Europe:55% awareness,39% penetration.
  17. 17. Difficult for new social networks to succeed.60% does not want any new social networks.93% is happy with what they have and won’tin- or decrease.
  18. 18. People connectonline with theiroffline friends.People love toconnect to people.
  19. 19. >50% of socialnetwork usersare connectedto brands.
  20. 20. Offline brandexperiences arethe main onlineconversationstarters.
  21. 21. People become a fan onFacebook because theylike the product, notbecause of advertising.
  22. 22. 36% posted contentabout a brand onsocial networks.
  23. 23. Consumers want to bein the boardroom. 44%is asking to take part inco-creation of products& advertising.
  24. 24. Positive experiencesare bigger conversationstarters than negativeexperiences. People likepositive stuff.
  25. 25. Consumers prefer e-mailover social networks toask questions to brands.
  26. 26. 2 out of 3 employeesis proud about theiremployer, but only 19%shares stories onsocial media: unusedconversation potential.
  27. 27. 38% of internet usershas a smart phone.They are more intensiveusers of social networksthan people without asmartphone.
  28. 28. On average, peopleinstall 25 apps on theirsmartphone, but onlyuse 12. Most used appsare social network apps.
  29. 29. 12% of smartphoneowners is using locationbased services.
  30. 30. 4% of smartphoneusers are familiar withaugmented reality.
  31. 31. Technology is integrated. Everything´s connected. 31 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  32. 32. Internet its not only a new media, it hasbecome the place of interaction betweenbrands and consumers. 32The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  33. 33. MARKETING CHALLENGED AND PUZZLED 33The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  34. 34. Things have changed and we need to think in a new model. 34The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  35. 35. 35The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  36. 36. Where are we going to? 36The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  37. 37. The expenditure shift has started and Europe will soontake leadership... Source IAB/PWC 37 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  38. 38. THE CHALLENGE BUILDING TRUST 38The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  39. 39. 37% is not usinglocation-based servicesbecause of privacyconcerns
  40. 40. Control of datais a hot topic 40 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  41. 41. Consumer in control • More marketing litterate • Desire for more autonomy and uniqueness • Less trusting • More critical, skeptical • Even indifferent 41The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  42. 42. BALANCING ACT Freedom Restraint 42The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  43. 43. THE PRIVACY DEBATE PRIVACY 43 43 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
  44. 44. Keep on pushing the digital economy....with www.iabeurope.eu and try to join us in 2012 on May 30-31 in Barcelona again for our 6th Interact Congress and Third Mixx Europe Awards! 44The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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