Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

IAB Affiliate Monitor Ad Spend Study fy2011


Published on

Published in: Business, Technology
  • Be the first to comment

IAB Affiliate Monitor Ad Spend Study fy2011

  1. 1. IAB report on online ad-spendAffiliates results 2011
  2. 2. IAB Online Ad Spend Study1 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  3. 3. 2011 Results
  4. 4. Online Advertising Market3 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  5. 5. Total spend on affiliate marketing in The Netherlands is €117mSpend on affiliate marketing (€m) Affiliate revenue by publisher model Social Media 3% 3% Advertising networks 7% Coupon codes 8% Search (SEO/SEA) 13% Comparison sites 117 20% Cashback and loyalty 46% Topic publishers Publisher modelNote: Division of revenue by publisher model based on data from an estimated 59% (€68.6m) of the total marketSource: Jochem Vroom Affiliateblog/Imbull BV; Survey respondents; Deloitte analysis4 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  6. 6. More than half of affiliates’ display advertising revenues come fromtraditional embedded formatsDisplay advertising breakdown by format* 44% Textlinks (incl. AdSense) 56% Embedded formats Display formats*n=7 representing €68.6mNote: Embedded formats are for example traditional banners and skyscrapersSource: Survey respondents, Deloitte analysis5 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  7. 7. For affiliate marketing CPS model is the default revenue model Affiliate advertising revenue per payment model** Fixed Fee CPC Other 2% 3% CPL 2% 15% 78% CPS*n=4 representing €39.7m**n=6 representing €62.6mNote: In-app only includes revenues from survey respondents and excludes revenues from players such as Google and AppleSource: Survey respondents,, Deloitte analysis6 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  8. 8. Display revenue per medium (website, mobile, e-mail)7 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  9. 9. Online retail and Financial services advertisers dominate affiliates’ revenue share, Consumer goods and automotive advertisers are underrepresented Industries by revenue share affiliates* Industries by revenue share all respondents 2011 2011 Online retail 27% Online retail 9%Financial services 26% Financial services 14% Telecom 18% Telecom 10% Travel 13% Travel 7% Fashion 6% Fashion 2% Energy 3% Energy 1%Consumer goods 1% Consumer goods 17% Hardware & Hardware & 1% 4% electronics electronics Free time 0% Free time 2% Personal care 0% Personal care 3% Automotive 0% Automotive 7% Public sector 0% Public sector 3% ICT Services 0% ICT Services 2% Retail 0% Retail 2% *n=4 representing €40.3m ** includes free time, personal care, automotive, public sector, ICT services, retail Note: Excluding classifieds, directories & listings, search and industry category other; All respondents includes affiliates and publishers Source: Survey respondents, Deloitte analysis 8 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  10. 10. Outlook
  11. 11. The Dutch economy is expected to experience slow growth over the nexttwo yearsDutch GDP projections (€b) Comments650 6% • The economy seems to keep an easy pace as the625 Dutch GDP is expected to grow at a steady 1.4% 1.4% 3% for the coming two years600 • Following the sharp recovery in 2010 in the 576 advertising market, future growth is expected to be575 567 0% 560 more in line with GDP 551550 542 -3%525 -6%500475 -9%450 -12%425400 -15% 2009 2010 2011 2012F 2013F GDP GDP Growth rate YoY Total advertising growth rate YoYNote: Real GDP based on constant pricesSource: IMF, Deloitte analysis10 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  12. 12. TV and online are expected to grow the most in both absolute and relativetermsEstimated advertising market (€m) Comments5,000 1.8% 4,095 5 4,169 6 • Expected growth for the total advertising market in 4,028 54,000 3,827 5 158 165 The Netherlands in 2012 is 1.8% 150 233 235 230 • The online advertising market is expected to 219 149 452 547 484 become the largest market in 2012 571 • Newspapers and magazines are expected to3,000 1,091 continue their steady decline 965 1,059 885 • Radio is expected to remain stable through 2012 • Outdoor is expected to grow steadily2,000 1,088 1,045 1,177 1,1841,000 1,068 1,175 815 954 0 2009 2010 2011E 2012F Cinema Radio TV Internet Outdoor Magazines NewspapersSource: Zenith optimedia December 2011, SPOT TV Jaarrapport 2011, Radio Advies Bureau; Company annual reports, Deloitte analysis11 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  13. 13. As consumers spend more time online, advertisers are expected to respondsimilarly to rebalance the value of the difference media types Time spend vs SoA* (2011) = Indicative direction and speed 50 45 40 Newspapers 35 30 SoA (%) Internet TV 25 20 15 Magazine 10 5 Radio 0 0 5 10 15 20 25 30 35 40 45 50 Time spend (%)* SoA = Share of AdvertisingNote: Share of Advertising based on collected 2011 data; Time spend based on most recent available findings from SPOTSource: Trends tijdsbesteding 2010 SPOT, Zenith optimedia December 2011, SPOT TV Jaarrapport 2011, Radio Advies Bureau, Deloitte analysis12 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  14. 14. Affiliate respondents predict a 14.9% market growth in 2012 weighted byrespondent revenues as compared to 7.7% for the market at largeAffiliate survey respondents Overall survey respondents growth expectationsgrowth expectations 50%50% 50% 45% 45%40% 40%30% 30% 20% 20% 20% 20% 20%20% 20% 18% 15% 15% 15% 12% 14.9% 12% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% 8%10% 10% 8% 7% 5% 7.7% 5% 5% 4% 2% 0% 0% Respondents* Respondents*n=6 representing €60.7MNote: Growth expectation calculated by weighting responses with company revenue; overall market includes affiliates and publishersSource: Survey respondents; Deloitte analysis13 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  15. 15. Appendix
  16. 16. MethodologyOnline advertising market• 8 affiliate companies reported their data based on the questionnaire• The data gathered comprises 59% of the total market by revenue• The figures are drawn up on the basis of site declaration and have not been verified15 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  17. 17. DefinitionsCategories Payment models• Display • Fixed Fee: Payment model based on a fixed fee - Embedded formats (banners, buttons, skyscrapers • CPM: Cost per Mille = Payment model where the etc) advertiser pays per thousand viewers - Interruptive formats (rich media, over the page, • CPC: Cost per Click = Payment model based on the page take-over etc) number of clicks on an advertisement - Tekstlinks (incl. AdSense) • CPL: Cost per Lead = Payment model that is based on the number of leads generated. A lead is an online - Video (pre-/mid-/ postroll) conversion where the consumer shares its contact details - Other uncategorized display advertising and indicates to be interested• Online classifieds, directories & listings • CPS: Cost per Sale = Payment model based on the - B2B number of sales generated - B2C - C2C16 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  18. 18. ContactFor questions concerning this research feel free to contact:Roel van Rijsewijk Roel van Rijsewijk is a Director with the Risk Services practice from Deloitte with more thanDeloitte Online Business Innovation 10 years of experience in risk consulting for companies in the Technology, Media & Telecommunications (TMT) industry. Roel leads one of Deloitte’s main innovation projects on• Tel: +31 (0)6 52615087 ethics and trust in a digital world and is co-founder of Deloitte’s Online Business Innovation• Email: groupGagandeep SethiDeloitte Consulting | Strategy Gagandeep Sethi is a Manager in the Corporate Strategy practice of Deloitte Consulting Netherlands with more than 10 years of experience within the Technology, Media &• Tel: +31 (0)6 13127167 Telecommunications (TMT) industry.• Email: gasethi@deloitte.nlInternet Advertising BureauIAB Nederland Dutch IAB research includes the IAB / Deloitte Ad Spend Study, all IAB commissioned research and assisting IAB members with their research projects. Also responsible for• Tel: +31 (0)20 531 51 19 shaping the IAB knowledge base so that it meets members needs moving forward• Email: Lauren@iab.nl17 IAB report on online ad-spend © 2012 Deloitte The Netherlands
  19. 19. Disclaimer:Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separateand independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms inmore than 140 countries, Deloitte brings world-class capabilities and deep local expertise to help clients succeed wherever they operate. Deloittes approximately 170,000 professionalsare committed to becoming the standard of excellence.This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, Deloitte Global Services Limited, Deloitte Global Services Holdings Limited, theDeloitte Touche Tohmatsu Verein, any of their member firms, or any of the foregoing’s affiliates (collectively the “Deloitte Network”) are, by means of this publication, renderingaccounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should itbe used as a basis for any decision or action that may affect your finances or your business. Before making any decision or taking any action that may affect your finances or yourbusiness, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on thispublication.18 IAB report on online ad-spend - DRAFT © 2012 Deloitte The Netherlands