Studiu Iab Ad Ex, Iab Europe, Zoran Savin, Varsovia 2007

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Studiu Iab Ad Ex, Iab Europe, Zoran Savin, Varsovia 2007

  1. 1. Ad Ex Europe … and why is this guy saying that it is important to have one and to understand how to use it Zoran Savin IAB Europe vicepresident
  2. 2. IAB Ad Ex study 2006 <ul><li>About the study </li></ul><ul><li>Methodology </li></ul><ul><li>Full results </li></ul><ul><li>Ad Ex in your country </li></ul>
  3. 3. 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><ul><li>First tip: Make it Gross </li></ul>
  4. 4. 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>
  5. 5. Methodology
  6. 6. 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><ul><ul><li>Second tip: Try to break it down by type and category </li></ul></ul>
  7. 7. 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>
  8. 8. 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><ul><li>Third tip: Estimation is better than darkness </li></ul>
  9. 9. 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>
  10. 10. Results
  11. 11. Total Market Size Source: IAB Europe/PricewaterhouseCoopers € 7,992 million
  12. 12. Total split by actual, adjusted and estimated data Source: IAB Europe/PricewaterhouseCoopers Actual Estimated Adjusted
  13. 13. Total for each country Source: IAB Europe/PricewaterhouseCoopers Millions
  14. 14. Market Share by Format Source: IAB Europe/PricewaterhouseCoopers
  15. 15. Share of European Market by country Source: IAB Europe/PricewaterhouseCoopers
  16. 16. Share of European and US Markets Source: IAB Europe/ IAB US/ PricewaterhouseCoopers
  17. 17. Expenditure per user Source: IAB Europe/ IAB US/ PricewaterhouseCoopers/ www.internetworldstats.com/Stats 4 Average European investment = €39.1 per active user
  18. 18. 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)
  19. 19. New Developments for 2007 data <ul><li>Industry categories </li></ul><ul><li>New partnerships </li></ul><ul><li>More countries </li></ul><ul><li>Forecasting element </li></ul><ul><li>Country factsheets </li></ul>
  20. 20. … in your country
  21. 21. So why it is important to have one?
  22. 22. Investments cycle AdSpend Online audience mesurement Investments
  23. 23. How to set up a Ad Ex research? <ul><li>Reported by: </li></ul><ul><ul><li>Agencies </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>All involved in the process </li></ul></ul><ul><li>Gathered by: </li></ul><ul><ul><li>JIC (IAB, other organisations,..) </li></ul></ul><ul><li>Approved by: </li></ul><ul><ul><li>Research partner </li></ul></ul><ul><li>Last tip: Just do it! </li></ul>
  24. 24. Re-cap <ul><li>IAB Ad Ex study to be released every year </li></ul><ul><li>It will incorporate forecasts for different countries </li></ul><ul><li>It is an important step for IAB Europe </li></ul><ul><li>Try to set up an Ad Ex study in your country </li></ul><ul><li>And let your industry grow… </li></ul>

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