The document discusses marketing trends in Europe from 2009-2010. It notes that the number of internet connections for households is growing across European countries. The main point is that successful marketing in this era is defined not by the number of marketing messages sent, but rather by the interactions and engagement generated with consumers. The European Trade Association represents national associations and companies in the digital and interactive marketing industry.

1. IAB Europa
Marketing Day March 24
« It's not the number of blasts that counts, but the interactions
you generate »
What’s happening with the consumer in 2009-2010
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

2. 2
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

3. 3
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

4. VISION
THE WORLD OF MARKETING IS CHANGING
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

5. More than 1,5 Billion regular users in the world
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

6. Number of Internet connections for 100 households :
86
Belgium 64%
84 84 82
80
75
72 71
69
64 64 63
62 62 60
59 59 58 58
53 51 51
48 48 47 46 46
43
31 30
25
Belgium
Slovenia
Slovakia
Bulgaria
Rumania
Portugal
Denmark
Luxemboug
Czech Republic
Germany
Italy
Poland
Finland
Ireland
Netherlands
Malta
Estonia
Latvia
Lithuania
EU (15 countries)
EU (25 countires)
EU (27 countries)
UK
Hungary
Cyprus
France
Spain
Greece
Austria
Norway
Sweden
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

7. There are 4 632 060 Belgian surfers on an average day
50.6% of Belgians 12+
51
47
41 42
40
37 38
36
32 33
32
29 29
27
24 23
22
20 20
15 16
11
Websites E-Mail Web or Mail
2001 2002 2003 2004 2005 2006 2007 2008
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
Source : CIM PluriMediaProduct Study ’07-’08

8. Average 12+ population
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
Source : CIM PluriMediaProduct Study ’07-’08

9. Average 12+
9
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
Source : CIM PluriMediaProduct Study ’07-’08

10. ss
ce
p ro
ying
bu
the
in
nt ral
ce
is
tal
D igi
10
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

12. The consumer is in control
Consumer in control
• More marketing litterate
• Desire for more autonomy
and uniqueness
• Less trusting
• More critical, skeptical
• Even indifferent
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

13. Online activities Total 12+ versus 18+
Total 12+ 18+
Activity On Internet Indiv (000) % Activity On Internet Indiv (000) %
E‐Mail 4 546 50 E‐Mail 3 984 47
Route Planners / Maps 3 542 39 Route Planners / Maps 3 290 39
Information on Hobby/Interests 3 430 37 Information On Your Hobby/Interests 3 103 37
News 3 342 37 News 3 005 36
Practical Information (Tv,Weather,...) 3 308 36 Tourist/Travel Information 2 974 35
Tourist/Travel Information 3 189 35 Practical Information (Tv,Weather,...) 2 950 35
Information on Products you intend to buy 3 066 34 Information On Products You Intend To Buy 2 787 33
Information For Work/Studies 3 035 33 Information For Work/Studies 2 675 32
Cultural Information 2 809 31 Cultural Information 2 473 29
Reading The Newspapers 2 693 29 Reading The Newspapers 2 436 29
Phone /Address Guides 2 580 28 Phone /Address Guides 2 427 29
Sports 2 160 24 Sports 1 900 23
Information on New Technologies 2 103 23 Information On New Technologies 1 894 23
Watching Video'S 2 000 22 Economics & Finance 1 626 19
Listening to The Radio 1 957 21 Listening To The Radio 1 622 19
Instant Messenger 1 926 21 Watching Video'S 1 573 19
Downloading Music Free Of Charge 1 901 21 Information On Fashion 1 539 18
Information On Fashion 1 786 20 Instant Messenger 1 518 18
Economics & Finance 1 734 19 Downloading Music Free Of Charge 1 485 18
Chat 1 628 18 Immo / Real Estate 1 429 17
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
Source : CIM PluriMediaProduct Study ’07-’08

14. Top sites Metriweb
Regular
Site visitors
1 Hotmail 5 630 133
2 MSN Belgium 3 493 301
3 Skynet 3 157 334
4 HLN- 7sur7 2 738 175
5 NETLOG 2 461 796
6 Het Nieuwsblad 1 896 291
7 Kapaza 1 863 433
8 Pages d'Or - Gouden Gids 1 830 801
9 Zita 1 537 582
10 SKYROCK 1 471 643
11 2dehands 1 264 077
12 De Standaard Online 1 261 906
13 Dailymotion 1 123 262
14 Vlan on-line 1 042 031
15 Immoweb 987 583
16 CommentCaMarche 845 824
17 Mappy 837 904
18 Tijd Net 809 776
19 SeniorenNet 797 374
20 Autoscout24 787 820
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
Source : CIM Metriweb – Janvier 2009

15. Top sites
other sites (incl. non-CIM)
Unique Visitors
Site (000s)
1 Google Search 4 420
2 Windows Live Hotmail 3 329
3 Msn-Windows Live Messenger 2 943
4 Youtube.com 2 452
5 Wikipedia.org 1 894
6 Netlog.com 1 834
7 Msn Homepages 1 734
8 Telenet.be 1 713
9 Blogger.com 1 242
10 Windows Live 1 202
11 Facebook.com 1 192
12 Google Maps 1 159
13 Ebay.be 1 105
14 Skynet.be 1 058
15 Nieuwsblad.be 1 003
16 Hln.be 946
17 Kapaza.be 918
18 Truvo.be 860
19 Msn-Windows Live Web Search 845
20 Laredoute.be 800
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
Source : ComScore – January 2009

16. The
internet is
consumer
-driven blessin
g
blessin
or
g
curse?
or
curse?
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

17. Personalisation is a key
benefit of digital media
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

18. MISSION
IS STILL THE SAME BUT THE TOOLS HAVE
CHANGED
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

19. Need to engage consumer to be more effective
Connecting
Inspiring Acting
Dialoguing
Desiring
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

21. CHALLENGE
THE REGULATOR IS WORRIED
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

22. Control of data
is becoming a
hot topic
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

23. Balancing act
Freedom
Restraint
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

24. SITUATION
HOW BIG IS THE EUROPEAN MARKET
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

25. Online Ad Spend Europe versus US
(Million Euros)
€ 20,000
€ 16,100
€ 14,505
€ 15,000 € 13,476
€ 11,545 € 10,956 23%
€ 10,000 € 7,213 40%
Europe
USA
ACTUAL ACTUAL FORECAST
€ 5,000
€0
2006 2007 2008
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

26. Spend on online as a percentage of all media spend by country
UK 18.8%
Denmark 18.6%
Norway 18.1%
Sweden 16.9%
Netherlands 16.6%
Germany 12.8%
Poland 9.9%
France 8.9%
Finland 8.1%
Spain* 8.0%
Italy 7.1%
Austria 5.2%
Greece 1.6%
Source: IAB Europe/Pw C/*Infotech (for Spain)/ WARC( for all other countries) ©
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

27. IAB EUROPE
HOW CAN WE HELP…
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

28. Convergence towards Digital
Broadcasters
Advertisers Publishers
Media Media
... Owners
Agencies
. .
Social Platforms Creative
Agencies
Sales Houses
Service Providers
Mobile Operators
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

29. Promoting and Developing
the digital and interactive market
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

30. February 2009 :
Established countries :
-23 countries with over 125 staff
-more than 5250 member companies
New countries in 2009 :
-4 countries closing W-Europe
-Russia 2008:
• Austria
• Belgium
European Priorities 2009-2010 : • Croatia
-Public Affairs • Denmark 2009:
-Standardisation • Finland • Switzerland
• France • Portugal
-Benchmarking • Germany • Ireland
-Best Practices • Greece • Luxemburg
• Hungary • ...
-Press awareness • Italy • Russia
• Netherlands • ...
• Norway
• Poland
• Romania
• Slovenia
• Spain
• Sweden
• Turkey 30
• UK
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

31. Thank you
president@iabeurope.eu and www.iabeurope.eu
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members