Set for Growth

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Alain Heureux presentation at the Tribal Fusion Big Digital Landscape Event in Dubai, May 2012.

Set For Growth: examining the prospects for digital advertising marketing evolution in the Middle East

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  • Cambios económicos, dónde -Sin duda alguna la crisis ha provocado importantes efectos negativos sobre los negocios y los propios medios de comunicación pero a la vez, ha servido para convertirse en la gran oportunidad de los medios digitales y la publicidad online. -Los anunciantes deciden apostar por las alternativas más seguras y eficaces aprovechando la oferta de soportes y espacios a precios reducidos para consolidar sus marcas. -El sector publicitario podrían alcanzar un ”PUNTO EVOLUTIVO" sin retorno a favor de LOS MEDIOS DIGITALES y las nuevas tecnologías. - Fuente: TheSlogan Magazine
  • Set for Growth

    1. 1. IAB Europe Dubai « The Big Digital Landscape 2012 : Learning from each others…. »The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    2. 2. WE’RE ON A MISSIONDIGITALto grow the market of 2 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    3. 3. ORGANIZED INDUSTRY TO SUSTAIN THE GROWTH... 3The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    4. 4. Convergence towards Digital Broadcasters Advertisers PublishersMedia Media ... OwnersAgencies . . Social Platforms Creative Agencies Sales Houses Service Providers Mobile Operators 4 The 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 at  National Level 5The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    6. 6. Protecting at European Level    PROTECT :  Lobbying, Public Affairs and Legal    PROMOTE :  Press relations, Events and Awards  PROVE :  Best practices, Research and Benchmarking  PROFESSIONALIZE:  Standards, Guidelines and HarmonisationIAB Europe is the European trade association for Digital and Interactive Marketing representing its 27 National associations and its 45 Corporate Members.   With more than 125 staff and more than 5,000 members, IAB Europe represents the voice of the industry at both national and European level : www.iabeurope.eu  6 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    7. 7. May 2012:Stakeholders and dedicated staff :•27 countries with over 125 staff•45 corporate members at European level•more than 5000 member companiesPotential New countries in 2012?•Macedonia, Bosnia and Portugal•Kazakhstan and Iceland•… 7 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    8. 8. PROVEN RESULTS TO CONVINCE AND REASSURE 8The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    9. 9. Pan-European Research 9 9The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    10. 10. Mediascope EuropeWidely recognised as the industry standard consumer researchstudy on the European media landscapeIncludes historical data back to 20032012 edition to be launched on 30th May at IAB Europe’sInteract Congress 11
    11. 11. The total media picture +Online deep dive 12
    12. 12. Objective• The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similarities and differences → Identify changing media consumption patterns → Evolution of media multi-tasking and emerging and evolving online media → Video consumption, social media and e-commerce 13
    13. 13. Coverage and Methodology• Fieldwork took place in 28 markets in February 2012• An Omnibus + Online Finland methodology was used across Norway Russia all countries totalling nearly Sweden Czech 50,000 interviews Republic• The application of quotas Denmark Poland ensured that representative Ukraine Ireland UK samples were achieved in Germany Slovakia each Market Netherland Romania s → quotas on age, gender, Hungary France education and regional Bulgaria distribution were Belgium Turkey Italy applied Spain Slovenia Greece Portugal Switzerland Austria Croatia Serbia 14
    14. 14. Mediascope Europe - BenefitsMediascope Europe has made a major contribution to the understanding of changingmedia consumption patterns, the evolving consumer and e-commerce trendsUnique in identifying changing media consumption patterns at total population levelin online, radio, TV, mobile, newspapers and magazines and doing a deep dive intodigital media consumption and e-commerce – all across multiple marketsShows digital to be the key media for consumers of the 21st century and is conclusiveproof to make every marketing campaign digital at heartData from the study can be interrogated by market, demographic or media usergroup allowing deeper understanding of target groups 15
    15. 15. Mediascope Europe – Getting to marketMediascope Europe 2012 is brought to market by IAB Europe with thesupport of over 100 leading media companies and local IABsWith this model we can facilitate extensions to further geographic regions orspecific consumption areas e.g. Mobile•e.g. MENA (first thoughts - UAE, Jordan, Saudi Arabia, Egypt, Morocco)Working together we can work smarter and create the assets to grow ourbusinesses and markets 16
    16. 16.  Launched in 2006, the AdEx Report continues  to be the definitive guide to the size and scale  of European online advertising The data is compiled using information provided  by 25 national IABs and the provisional figures  are released in June every year for the previous  calendar year IAB Europe will release the 2011 figure on May  30 17 17 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    17. 17. By the end of 2012 we’ll cross the 50 Billion Euros expenditures for Digital Advertising in US and EUROPE! 30 27 27On average over 25 23,520% in 2011  22 19,6 20 17,7 17,1 15,3 USA 15 12 EU CHINA 10 6 5 2,5 1 0 2009 2010 2011 2012 18 Source IAB/PWC/ScreenDigest The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    18. 18. CONSUMER DRIVEN CHALLENGING OUR PRACTICES 19The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    19. 19. Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising. Source : MC DC Survey 20The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    20. 20. RESPECTFUL REDEFINING PRIVACY 21The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    21. 21. 37% is not using location-based services because of privacy concerns Source : MC DC Survey 22The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    22. 22. SELF-REGULATION 23The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    23. 23. WORKING ON BASICS MAKING THINGS EASIER 24The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    24. 24. TV AND INTERNET BETTER TOGETHER? 25The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    25. 25. Social + (Digital) Media = SocialMedia2 26 26The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
    26. 26. Keep on pushing the digital economy....with www.iabeurope.eu and try to join us in 2012 in Barcelona again for our 6th Interact Congress , our Third Mixx Europe Awards and second Research Awards! May 30-31….president@iabeurope.eu Day 1 : May 30 Big Data Day 2 : May 31 Digital Brandscape …over 600 decision makers . P&G . Nestlé . FC Barcelona . Carlsberg 27The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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