#digi2013 Guy Phillipson, IAB

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Guy Phllipson's presentation from Propel's recent "Predictions for Digital 2013" event. For more content like this, go to www.propellondon.com/blog or follow us on Twitter - @propellondon

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#digi2013 Guy Phillipson, IAB

  1. 1. @propellondon #digi2013
  2. 2. Propel Predictions 2013Guy Phillipson, CEO IAB UK 5th October, 2011
  3. 3. 4 Predicted Tends this time last yearWhat happened to…?• Social Media• Video Advertising• Real time bidding• Mobile and devices
  4. 4. Total Market (2012/H1) Source: IAB / PwC Digital Adspend
  5. 5. Social media display up dramatically year on year Social Media Advertising£180,000,000£160,000,000£140,000,000£120,000,000£100,000,000 £80,000,000 £60,000,000 £40,000,000 £20,000,000 £- H1 2009 H2 2009 H1 2010 H2 2010 H1 2011 H2 2011 H1 2012 Source: IAB / PwC Digital Adspend
  6. 6. Mobile Social Media Access 21,000 20,446 20,000 Audience (000) 19,000 18,000 17,000 16,000 15,661 15,000Source: comScore mobiLens 3 month average
  7. 7. Zuckerburg goes Public!
  8. 8. Clients ready for Social? A third of marketers feel confident communicating with consumers via social media A third do not ! Source: IAB/LBi Social Business Survey Oct 2012
  9. 9. Video continues to grow at 50% Source: IAB / PwC Digital Adspend NB: Video includes pre/mid/post-roll, social video and other video. Social Video and other video included for the first time in H1 2011
  10. 10. Mass Viewing Online
  11. 11. Video Highlights• During the Olympics- 34.6m unique browsers over two weeks- 2.8 Petabytes of data on the busiest day- Tablet usage peaked at 9pm• Video advertising in 2012- 46% broadcast, 54% non-broadcast- Potent TV and VOD combo- FMCG top display category- Growth in Social Video
  12. 12. RTB - The Market is established Ad exchange PublisherAdvertiser/ 1010101010 1010101010 1010101010 Agency ATDs DSP SSPs 1010101010 1010101010 1010101010 Ad networks Travel Retail Retail Finance
  13. 13. RTB Market shapes up…• Huge focus in agency groups• Centralise the service for planners and buyers• Mostly DR and retargeting in 2012• Around 20% of total display (market doubled)• Premium and video still tiny• Hot topic for advertisers, particularly the original early adopter categories
  14. 14. Stellar growth for MobileSource: IAB / PwC Digital ad spend survey H1 2012
  15. 15. Mobile search growth 257% 500% 525% Entertainment Travel Retail 25% 24% 25% 7% 4% 4% 2010 2012 2010 2012 2010 2012Source: Google
  16. 16. Can advertisers keep up with consumers?!
  17. 17. In 2013 the majority ofsearch clicks will come from mobile devices

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