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Iab intro and brand planning online

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Iab intro and brand planning online

  1. 1. Introduction & Brand Planning Online<br />
  2. 2. Upcoming IAB events and research<br />Events & Training<br />Mobile Planning Seminar – 18th January – 9am – FREE<br />Research Breakfast – 19th January – 9am – FREE<br />Research<br />Launching a brand online – Starbucks VIA – Q1 2010<br />Students Online – Q1 2010<br />The benefits of behavioural advertising – Q1 2010<br />www.iabuk.net<br />
  3. 3. Brand planning online<br />
  4. 4. Brands spending more online<br />
  5. 5. £1,968.6mmarket in H1 2010Anincreaseof£209m year-on-year10% increaseon a like-for-like basis<br />Source: PwC / Internet Advertising Bureau, The Advertising Association / WARC<br />
  6. 6. The digital media mix<br />% share of revenues for the H1 2010<br />H1 2010<br />total<br />£1,968.6<br />NB: Other includes Lead Generation and Solus E-mail<br />Source: PwC/ Internet Advertising Bureau / WARC <br />
  7. 7. The display digital media mix<br />% share of display revenues for H1 2010<br />H1 2010<br />display total<br />£380.9m<br />Source: PwC / Internet Advertising Bureau / WARC<br />
  8. 8. Video shows market beating growth<br />Pre/mid/post roll grown <br />X 5 in 2 years<br />Source: PwC / Internet Advertising Bureau <br />
  9. 9. IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC. <br />Data excludes unclassified, multi-advertiser and misc figures and covers 72% of online display revenues in H1 2010. <br />Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC<br />Share of spend by Consumer Goods advertisers has grown<br />
  10. 10. Top 20 online display advertisers<br />Source: Nielsen Media Research Jan – Jun 2010<br />
  11. 11. Brand = 5% in 2008<br />
  12. 12. Brand = 12% in 2010<br />
  13. 13. Why? <br />1 - The rise of large brand friendly display formats<br />
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  17. 17. Why? <br />2 – Increased use of online video ads<br />
  18. 18. Online video audience<br />35.1 million unique viewers<br />6.65 billion videos viewed<br />561.7 million hours of video viewed<br />16 hours per person per month<br />Source: ComScore September 2010<br />
  19. 19. Mindset influences recall<br />State of mind: Expectant<br />Attention: Higher<br />Ad Recall: 44% Completion: 61%<br />State of mind: Reflective<br />Attention: Lower<br />Ad Recall: 37% Completion: 42%<br />Pre-Roll<br />Video Clip<br />Post-Roll<br />BASE: 4459. All exposed to advertising<br />
  20. 20. Significance of daypart and location<br />State of mind: Distracted<br />Behaviour: Exploratory<br />State of mind: Attentive<br />Behaviour: Restricted<br />Evening<br />Daytime<br />Willing to explore<br />Focused attention<br />RESPONSE<br />CAMPAIGN<br />BRANDING<br />CAMPAIGN<br />
  21. 21. Why? <br />3 – It’s easier to plan & buy online media<br />
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  23. 23. 31,000 People at home<br />
  24. 24. 4,000 People at work<br />
  25. 25. UKOM demographic information<br />Gender & age (2+)<br />Region<br />Household size & Income<br />Social grade & Acorn groups<br />Main shopper<br />Life plans – new car, home improvements<br />
  26. 26. November 2010 stats<br />Source: UKOM November 2010<br />Apr 2010:<br />Digital Universe 46.9m aged 2+<br />Active Universe 40.5m aged 2+<br />Average 2424 pages/user<br />
  27. 27. Top 10 sites for reach – no surprises<br />Source: UKOM November 2010<br />
  28. 28. Example UKOM data<br />AB Women aged 45+<br />Source: UKOM September 2010<br />
  29. 29. Example UKOM data<br />ABC1 Men earning over £50K that intend major home improvement in next 6 months<br />Source: UKOM September 2010<br />

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