iab nederland trends & ontwikkelingen online advertising Oktober 2009
IAB
 
 
 
 
 
 
 
 
Bron: Forrester  European Technographics ®  Benchmark Survey, Q2 2008 (n=22.209; European consumer)
IAB Nederland Het IAB Verbindt, Inspireert en Ontwikkelt  de Interactieve Branche
IAB Nederland <ul><li>150+ leden </li></ul><ul><li>Taksforces (Search, Online Video Advertising, Mobile Advertising, Gamev...
IAB Europa <ul><li>23 nationale IAB’s met in totaal 5250 leden </li></ul><ul><li>Nieuw in 2008 o.a. Noorwegen, Zweden en K...
Online mediabestedingen
Advertising shift Digital ad spend 2008 (The Netherlands) Bron: Nielsen Media ~160 mln/jr
Advertising shift Digital ad spend 2008 (The Netherlands) _  Bron: Nielsen Media
Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe Low / no growth Medium growth
Future of online advertising?
Advertising shift Digital ad spend (expectations) _
Advertising shift Crisis hits also Dutch online market Bron: Nielsen/IAB Ned
Advertising shift Digital ad spend (expectations)
Advertising shift Digital ad spends (expectations)
What trends are driving this growth?
Advertising shift Monies are shifting from traditional to interactive Source: March 2009 US Interactive Marketing Forecast...
Advertising shift Print and direct mail budgets are the hardest hit
Advertising shift Empowered consumers expect interactive relationships
Advertising shift Interactive investments pay off Increasing effectiveness Decreasing effectiveness
Advertising shift Search marketing will continue to dominate Search represents 60% of all interactive spend today and 7% o...
Advertising shift Display advertising will rebound
Advertising shift Email marketing continues healthy growth
Advertising shift Social media becomes a fixture in the mix
Advertising shift Mobile matters post-recession
Advertising shift Shift to performanced based 500 euro 50 euro/lead 5 euro/klik 5 CPM Klantwaarde? Cost-per-sale (CPS) Cos...
Discussion
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20091013 Iab Mderksen Communication In The Digital Age

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  • The red hat ladies have spread around the world, showing up in local cultures andn places you never would have expected.
  • Only one person is going to win the race, and the prize is small anyway... but of course, that’s not the point. These guys don’t even LIKE swimming. They like the tribe, the self-identification, the spirit of shared competition.
  • Some tribes, of course, are more rigid and carefully led than others. Photo by Steve Webel
  • This is a primal human need, but as the internet has joined together previously fragmented groups, we’re seeing that everyone from Ukrainian folk dancers to...
  • And why, exactly, do sailors need to dress this way?
  • You might wear flowers on your head...
  • It impacts us at work as well as at home. (Just fyi, this is a practice burn, no valuable property or people were damaged.)
  • Where you are determines if you’re an insider or an outsider, of course. In Seattle, the guy on the right would be giving the look, not getting it.
  • televisie: -11%, Radio: -15%, Print: -25%. http://www.marketingfacts.nl/berichten/20091003_mediabestedingen_blijven_flink_dalen/
  • televisie: -11%, Radio: -15%, Print: -25%.
  • 20091013 Iab Mderksen Communication In The Digital Age

    1. 1. iab nederland trends & ontwikkelingen online advertising Oktober 2009
    2. 2. IAB
    3. 11. Bron: Forrester European Technographics ® Benchmark Survey, Q2 2008 (n=22.209; European consumer)
    4. 12. IAB Nederland Het IAB Verbindt, Inspireert en Ontwikkelt de Interactieve Branche
    5. 13. IAB Nederland <ul><li>150+ leden </li></ul><ul><li>Taksforces (Search, Online Video Advertising, Mobile Advertising, Gamevertising, Behavioral Targeting, Affiliate Marekting en binnenkort Social Media?) </li></ul><ul><li>Tientallen events per jaar, van klein (Taskforce Updates), groter (Search Marketing Thursdays) tot groot (Mobile Advertising Summit) </li></ul><ul><li>Kennisdeling en stimuleren markt </li></ul><ul><li>25 november IAB Interact 2009 </li></ul><ul><li>www.iab.nl </li></ul>
    6. 14. IAB Europa <ul><li>23 nationale IAB’s met in totaal 5250 leden </li></ul><ul><li>Nieuw in 2008 o.a. Noorwegen, Zweden en Kroatie en in 2009 Zwiterland, Portugal en Rusland </li></ul><ul><li>Focus: - AdEx (Europese bestedingscijfers), MIA (standaardisering bereiksmetingen), Public Affairs en internationale werkgroepen </li></ul><ul><li>IAB Interact (begin juni 2010, Barcelona) </li></ul><ul><li>www.iabeurope.ws </li></ul>
    7. 15. Online mediabestedingen
    8. 16. Advertising shift Digital ad spend 2008 (The Netherlands) Bron: Nielsen Media ~160 mln/jr
    9. 17. Advertising shift Digital ad spend 2008 (The Netherlands) _ Bron: Nielsen Media
    10. 18. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    11. 19. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    12. 20. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    13. 21. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    14. 22. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    15. 23. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe
    16. 24. Advertising shift Digital ad spend 2008 (Europe) Bron: PwC/IAB Europe Low / no growth Medium growth
    17. 25. Future of online advertising?
    18. 26. Advertising shift Digital ad spend (expectations) _
    19. 27. Advertising shift Crisis hits also Dutch online market Bron: Nielsen/IAB Ned
    20. 28. Advertising shift Digital ad spend (expectations)
    21. 29. Advertising shift Digital ad spends (expectations)
    22. 30. What trends are driving this growth?
    23. 31. Advertising shift Monies are shifting from traditional to interactive Source: March 2009 US Interactive Marketing Forecast Online Survey
    24. 32. Advertising shift Print and direct mail budgets are the hardest hit
    25. 33. Advertising shift Empowered consumers expect interactive relationships
    26. 34. Advertising shift Interactive investments pay off Increasing effectiveness Decreasing effectiveness
    27. 35. Advertising shift Search marketing will continue to dominate Search represents 60% of all interactive spend today and 7% of all advertising spend.
    28. 36. Advertising shift Display advertising will rebound
    29. 37. Advertising shift Email marketing continues healthy growth
    30. 38. Advertising shift Social media becomes a fixture in the mix
    31. 39. Advertising shift Mobile matters post-recession
    32. 40. Advertising shift Shift to performanced based 500 euro 50 euro/lead 5 euro/klik 5 CPM Klantwaarde? Cost-per-sale (CPS) Cost-per-action (CPA) Cost-per-click (CPC) Cost-per-mille (CPM) 0,1% 10% 10%
    33. 41. Discussion

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