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Consumer Insights - Presentation at the Property Portal Watch Conference - AMS 2015

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Consumer Insights - Presentation at the Property Portal Watch Conference - AMS 2015 - Gonzalo del Pozo

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Consumer Insights - Presentation at the Property Portal Watch Conference - AMS 2015

  1. 1. mitulagroup.comConsumer Searching Trends Mitula new Identity:
  2. 2. Mitula Group Insights 2015
  3. 3. mitulagroup.com Industry Insights and Trends • Online Marketing Global Trends • Paid Search Advertising • Mobile Advertising • Mitula Group Insights for Real State: • What Portal’s tell us • How users search • About Mitula Group
  4. 4. mitulagroup.com Online Marketing Global Trends A market that was worth $134 Bn in 2014 Frost & Sullivan (F&S) forecast to be worth $196 Bn by 2018* Online classified sites compete for Online Advertising Sources: IAB, Internet Advertising Revenue Report, 2014 and IAB, AdEx Benchmark 2013
  5. 5. mitulagroup.comConsumer Searching Trends - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 North America Asia Pacific Europe Middle East & Africa Latam Source:Frost & Sullivan estimates based on IAB Online AdvertisingExpenditurereports;Frost& Sullivan forecasts Global Online Advertising Expenditure, 2010 to 2018 Overall growth in online classified advertising expenditure as spend migrates from paper to digital.
  6. 6. mitulagroup.comConsumer Searching Trends mitulagroup.com Paid Search Advertising Paid search has emerged as the fastest online growing advertising format. It now accounts for around 40% of total online advertising expenditure globally Sources: IAB, Internet Advertising Revenue Report, 2014 and IAB, AdEx Benchmark 2013
  7. 7. mitulagroup.comConsumer Searching Trends Source:Frost & Sullivan estimates based on IAB Online AdvertisingExpenditurereports;Frost& Sullivan forecasts Global Paid Search Advertising Expenditure, 2012 to 2018 Paid Search spend dominates Online Advertisingover Display, Classifiedand Social Media F&S estimates global paid search revenues were $54 billion in 2014 and will reach $73.8 billion in 2018. - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 2012 2013 2014 2015 2016 2017 2018 $millions
  8. 8. mitulagroup.comConsumer Searching Trends mitulagroup.com Higher Growth in Mobile Advertising Spend Is the fastest growing format of online advertising: • 2,7 Billion # of smartphone subscriptions (2014). • 39% of all mobiles are smartphones. • By 2018 is forecast to reach 5.1 billion. • 61% of all mobile cellular subscriptions Source: Ericsson, Mobility Report, 2014
  9. 9. mitulagroup.comConsumer Searching Trends Source: Ericsson, Mobility Report, 2014 0 1 2 3 4 5 6 7 8 9 2010 2011 2012 2013 2014 2015 2016 2017 2018 Billions Smartphone Subscriptions Total Mobile Cellular Subscriptions Global Mobile Cellular and Smartphone Subscriptions, 2010 to 2018 Higher Growth in Mobile Advertising Spend
  10. 10. mitulagroup.comConsumer Searching Trends Mobile traffic to our sites, 3 countries sample: Source: Internal statistics 18% 23% 28% 31% 37% 39% 9% 18% 22% 28% 37% 44% 2% 7% 12% 17% 30% 35% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Australia India Brazil
  11. 11. mitulagroup.comConsumer Searching Trends mitulagroup.com Online Classified Advertising The online classified advertising industry is highly fragmented, notwithstanding the growth of online classified consolidators such as Axel Springer and Schibsted.
  12. 12. Competition is increasing This fragmentation results from: • low entry barriers • strong viability of operators with a specific vertical and regional focus • trend towards an ever-increasing number of niche websites. i.e. Mitula Group indexes over 150 Real State Sites in Argentina. Online Classified Advertising
  13. 13. mitulagroup.comConsumer Searching Trends Source: Frost & Sullivan estimates based on IAB data; Frost & Sullivan estimates Global Online Classified Advertising Spend, 2010 to 2018 - 5,000 10,000 15,000 20,000 25,000 2010 2011 2012 2013 2014 2015 2016 2017 2018 $millions USA Asia Pacific Europe Middle East & Africa Latam
  14. 14. Growth factors we all know… but good to list: • Increasing internet access: higher adoption of broadband, internet- mobile enabled devices and • Measurable performance : online advertising is transparent and mobile devices • Emerging markets (Asia Pacific, Latin America) are forecast to grow at CAGRs of 12% and 18% respectively from 2014 to 2018. • “Print to online” migration. On mature markets online classified channel now accounts for around 50% of total classified spend. • In many emerging markets print to online migration is only Online Advertising Global Market Tends The market is getting bigger
  15. 15. mitulagroup.comConsumer Searching Trends Sources: IBOPE, Investimiento Publicitario, 2013; Aegis, Global Advertising Expenditure Report, 2013 Percentage of Advertising Expenditure by Medium, 2013 0% 5% 10% 15% 20% 25% 30% 35% 40% India Brazil Australia PercentageofTotalAdvertisingExpenditure Newspaper Online
  16. 16. mitulagroup.com • What Portals tell us • What users search Mitula Group Insights for Real State:
  17. 17. We identify two major trends: • Performance driven markets • Volume driven markets What Portals Tell Us Mitula Group Insights for Real State
  18. 18. Most portals worldwide are measuring performance CPA, CPL, ROI. Lead generation matters Mitula Group Insights for Real State
  19. 19. Some markets still concentrate on growth and gross listing and audience volume Lead generation matters less…some still do not measure conversions Mitula Group Insights for Real State
  20. 20. mitulagroup.comConsumer Searching Trends Source: IAB Internet Advertising Expenditure Report, 2013. CPM is the main non-performance pricing model Online Advertising Expenditure by Pricing Model, USA, 2005 to 2013 0% 10% 20% 30% 40% 50% 60% 70% 2005 2006 2007 2008 2009 2010 2011 2012 2013 PercentageofOnlineAdExRevenue Performance CPM Mitula Group Insights for Real State
  21. 21. mitulagroup.comConsumer Searching Trends Source: Internal Statistics What Users Search; Sale or Rent 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 1/05/2014 1/06/2014 1/07/2014 1/08/2014 1/09/2014 1/10/2014 1/11/2014 1/12/2014 1/01/2015 1/02/2015 1/03/2015 1/04/2015 1/05/2015 1/06/2015 Rent Sale Australia 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 1/05/2014 1/06/2014 1/07/2014 1/08/2014 1/09/2014 1/10/2014 1/11/2014 1/12/2014 1/01/2015 1/02/2015 1/03/2015 1/04/2015 1/05/2015 1/06/2015 Rent Sale Brazil Mitula Group Insights for Real State
  22. 22. mitulagroup.comConsumer Searching Trends Source: Internal Statistics What Users Search; number of bedrooms Australia Brazil 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 1 2 3 4 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 1 2 3 4 Mitula Group Insights for Real State
  23. 23. mitulagroup.com About Mitula Group • What is Mitula Group • Mitula Group in numbers • Performance and Quality • Our Sites
  24. 24. mitulagroup.comConsumer Searching Trends • The Mitula Group is a leading ‘vertical search’ website operator • Mitula group is a public company listed in the ASX (MUA) • Current portfolio of more than 140 sites in 44 countries and in 18 languages. • Following the acquisition of Lokku Limited, operates its websites under two main brands, ‘Mitula’ and ‘Nestoria’. What is Mitula Group: About Mitula Group
  25. 25. mitulagroup.comConsumer Searching Trends Mitula Group in numbers: 44 18 +13kPortals Advertisers +55Million Monthly Sessions +90Million Monthly Clic-Outs +250 Ads IndexedLanguagesCountries Source: Mitula Group Internal KPI’s 3Q-2015 Million About Mitula Group
  26. 26. mitulagroup.comConsumer Searching Trends >60% Most of our traffic More new users 3 - 5% 10 - 18% Good Conversion Get new Leads Set targets Competitive CPL’s Positive ROICompetitive CPC Based on traffic performance, CPA’s and adjusted to partner’s needs Performance and Quality About Mitula Group
  27. 27. mitulagroup.comConsumer Searching Trends Our Sites About Mitula Group
  28. 28. mitulagroup.comConsumer Searching Trends Our Sites About Mitula Group
  29. 29. Título de la presentación mitulagroup.com

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