Les revenus publicitaires sur Internet progressent de +17% en 2013 aux USA sous l’impulsion du mobile selon le rapport de l’IAB réalisé avec PwC
En 2013, les revenus publicitaires US sur Internet ont grimpé de +12,1 milliards de dollars, soit +17% vs 2012 pour atteindre 42,8 milliards selon le rapport de l’IAB et PwC. Ils ont dépassé, pour la première fois, les revenus en télé traditionnelle (40,1 Mds $).
L’ensemble du média TV (broadcast+cable) reste toutefois le premier investissement publicitaire américain avec 74,5 Mds $.
Le mobile poursuit sa croissance à trois chiffres pour la troisième année consécutive, avec +110% vs 2012, atteignant 7,1 milliards de dollars.
La part du mobile compte désormais pour 17% des revenus publicitaires internet en 2013, ce qui a pour conséquence de faire baisser la plupart des parts de marché des autres formats : la part du search est passée de 46% à 43%. Celle du display traditionnel passe de 21% à 19%. La vidéo progresse d’un point de part de marché en 2013 avec +19% d’évolution d’investissements vs 2012.
IAB Internet Advertising Revenue report 2014 - April 2015Margarita Zlatkova
An industry survey conducted by PwC and sponsored
by the Interactive Advertising Bureau (IAB).
Conducted by PricewaterhouseCoopers LLP (“PwC”) on an ongoing basis, with results released quarterly, the “IAB Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and information reported directly to PwC, publicly available online corporate data, and information provided by online ad selling companies.
“Media Digest” offers a broad economic review along with our current forecasts, a deeper dive into the OOH sector category-specific insights, and a whole range of recent projects from us and some of our partners – with a special feature this time on smartphone usage and its impact on consumer behaviours.
Mercer Capital's Value Focus: Construction and Building Materials | Q2 2020 |...Mercer Capital
Mercer Capital's Construction Industry newsletter provides a broad range of specialized valuation and transaction advisory services to the construction industry, including residential, commercial, civil, paving, concrete, and more. Each issue includes a segment focus, market overview, mergers and acquisitions review, and more.
IAB Internet Advertising Revenue report 2014 - April 2015Margarita Zlatkova
An industry survey conducted by PwC and sponsored
by the Interactive Advertising Bureau (IAB).
Conducted by PricewaterhouseCoopers LLP (“PwC”) on an ongoing basis, with results released quarterly, the “IAB Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and information reported directly to PwC, publicly available online corporate data, and information provided by online ad selling companies.
“Media Digest” offers a broad economic review along with our current forecasts, a deeper dive into the OOH sector category-specific insights, and a whole range of recent projects from us and some of our partners – with a special feature this time on smartphone usage and its impact on consumer behaviours.
Mercer Capital's Value Focus: Construction and Building Materials | Q2 2020 |...Mercer Capital
Mercer Capital's Construction Industry newsletter provides a broad range of specialized valuation and transaction advisory services to the construction industry, including residential, commercial, civil, paving, concrete, and more. Each issue includes a segment focus, market overview, mergers and acquisitions review, and more.
Mercer Capital's Value Focus: Construction and Building Materials | Q1 2020 |...Mercer Capital
Mercer Capital's Construction Industry newsletter provides a broad range of specialized valuation and transaction advisory services to the construction industry, including residential, commercial, civil, paving, concrete, and more. Each issue includes a segment focus, market overview, mergers and acquisitions review, and more.
IBOR transition: Opportunities and challenges for the asset management industryEY
EY Wealth & Asset Management explores the practical implications and the way forward for the transition to the new risk-free rates. This presentation aims to help asset managers and asset owners explore IBOR transition strategies that are compliant and future-focused.
As part of its mandate, the A.T. Kearney Global Business Policy Council continually scans the horizon for developments along the key dimensions of demography, economy, environment, geopolitics, governance, resources, and technology. In assessing this wide range of dimensions, the Council keeps its finger on the pulse of events and trends that are likely to affect the external operating environment. We use the insights gleaned to help business leaders and strategic planners be mindful of likely near-term developments that could affect their industries broadly and their companies specifically.
The results of our latest Deloitte Consumer Tracker show signs of distress as consumer confidence continues to fall for the third quarter in a row. In particular, consumer confidence in disposable income and level of debt fell by seven and four percentage points respectively this quarter to reach their lowest level in over three years.
The mobile effect : disrupting the competitive landscape in the digital trave...Romain Fonnier
COMMENT LE MOBILE IMPACTE LE MARCHÉ DIGITAL DU TOURISME SELON UNE ÉTUDE CRITEO ET PHOCUSWRIGHT
Le PC représente encore environ les deux tiers des transactions en ligne de tourisme (de 64% à 71% en fonction des 8 pays étudiés). Le mobile progresse et atteint 20% (smartphones + tablettes) d’utilisation en France par exemple. Cette proportion monte à 87% pour la Chine.
La réservation sur mobile est à un stade de développement dans la plupart des pays étudiés. En France, seuls 6% des vols sont réservés sur mobile, contre 31% pour la Chine.Si l’aérien reste le point fort du PC (94% des réservations en France), le parcours d’achat mobile bénéficie principalement aux intermédiaires de voyage en ligne. Ainsi, pour acheter un billet d'avion, les mobinautes français passent d’abord par des intermédiaires (14%) puis par le vendeur direct (9%). Pour un achat hôtelier, ils sont 5 fois plus nombreux à passer par des intermédiaires (10%) que par des vendeurs directs (2%).
Tablet usage is growing and sometimes surpasses time spent on desktop and TV
Tablets are used widely for playing games, searching for information and emailing
People are spending at least an hour a day on their tablet and using it primarily at home
Tablets are used mostly on weekdays and in the night
Tablets are replacing time spent with desktops/laptops
IAB Internet Advertising Revenue Report 2015 full year results - April 2016yann le gigan
>>[Etude] IAB Internet Advertising Revenue Report 2015 full year results - April 2016
[iab.com 21.04.16]
Internet advertising revenues in the United States totaled $59.6 billion for the full year of 2015.
An industry survey conducted by PricewaterhouseCoopers (PWC) and sponsored bay the Interactive Advertising Bureau (IAB)
http://www.iab.com/wp-content/uploads/2016/04/IAB-Internet-Advertising-Revenue-Report-FY-2015.pdf
Mercer Capital's Value Focus: Construction and Building Materials | Q1 2020 |...Mercer Capital
Mercer Capital's Construction Industry newsletter provides a broad range of specialized valuation and transaction advisory services to the construction industry, including residential, commercial, civil, paving, concrete, and more. Each issue includes a segment focus, market overview, mergers and acquisitions review, and more.
IBOR transition: Opportunities and challenges for the asset management industryEY
EY Wealth & Asset Management explores the practical implications and the way forward for the transition to the new risk-free rates. This presentation aims to help asset managers and asset owners explore IBOR transition strategies that are compliant and future-focused.
As part of its mandate, the A.T. Kearney Global Business Policy Council continually scans the horizon for developments along the key dimensions of demography, economy, environment, geopolitics, governance, resources, and technology. In assessing this wide range of dimensions, the Council keeps its finger on the pulse of events and trends that are likely to affect the external operating environment. We use the insights gleaned to help business leaders and strategic planners be mindful of likely near-term developments that could affect their industries broadly and their companies specifically.
The results of our latest Deloitte Consumer Tracker show signs of distress as consumer confidence continues to fall for the third quarter in a row. In particular, consumer confidence in disposable income and level of debt fell by seven and four percentage points respectively this quarter to reach their lowest level in over three years.
The mobile effect : disrupting the competitive landscape in the digital trave...Romain Fonnier
COMMENT LE MOBILE IMPACTE LE MARCHÉ DIGITAL DU TOURISME SELON UNE ÉTUDE CRITEO ET PHOCUSWRIGHT
Le PC représente encore environ les deux tiers des transactions en ligne de tourisme (de 64% à 71% en fonction des 8 pays étudiés). Le mobile progresse et atteint 20% (smartphones + tablettes) d’utilisation en France par exemple. Cette proportion monte à 87% pour la Chine.
La réservation sur mobile est à un stade de développement dans la plupart des pays étudiés. En France, seuls 6% des vols sont réservés sur mobile, contre 31% pour la Chine.Si l’aérien reste le point fort du PC (94% des réservations en France), le parcours d’achat mobile bénéficie principalement aux intermédiaires de voyage en ligne. Ainsi, pour acheter un billet d'avion, les mobinautes français passent d’abord par des intermédiaires (14%) puis par le vendeur direct (9%). Pour un achat hôtelier, ils sont 5 fois plus nombreux à passer par des intermédiaires (10%) que par des vendeurs directs (2%).
Tablet usage is growing and sometimes surpasses time spent on desktop and TV
Tablets are used widely for playing games, searching for information and emailing
People are spending at least an hour a day on their tablet and using it primarily at home
Tablets are used mostly on weekdays and in the night
Tablets are replacing time spent with desktops/laptops
IAB Internet Advertising Revenue Report 2015 full year results - April 2016yann le gigan
>>[Etude] IAB Internet Advertising Revenue Report 2015 full year results - April 2016
[iab.com 21.04.16]
Internet advertising revenues in the United States totaled $59.6 billion for the full year of 2015.
An industry survey conducted by PricewaterhouseCoopers (PWC) and sponsored bay the Interactive Advertising Bureau (IAB)
http://www.iab.com/wp-content/uploads/2016/04/IAB-Internet-Advertising-Revenue-Report-FY-2015.pdf
L’IAB US a publié un rapport concernant les revenus de la publicité internet. Dans ce rapport, sont publiés les chiffres des investissements annuels de la pub online aux Etats-Unis en 2015.
Selon ce rapport, réalisé par PWC, les revenus de l’epub affichent une progression de +19% aux USA au premier semestre 2015 vs 2014 et se montent à 27,5 Mds$. Le mobile augmente de +54% et représente désormais 30% des revenus digitaux. Les revenus de la vidéo affichent une progression de +35%, et de +51% pour le social media. Le search reste le premier format investi (37%), en progression de +11%.
IAB internet advertising revenue report - October 2015Romain Fonnier
Q3 2015 Digital Ad Revenues Climb To $15 Billion, Marking All-Time Quarterly High
12.10.15
IAB Internet Advertising Revenue Report Shows 23% Increase Year-over-Year
NEW YORK, NY (December 10, 2015) — U.S. internet advertising revenues hit $15 billion in the third quarter of 2015, making it the highest quarter on record, according to the latest IAB Internet Advertising Revenue Report figures released today by the Interactive Advertising Bureau (IAB) and PwC US. This figure marks a significant 23 percent uptick over Q3 2014 and its then record-breaking total of $12.2 billion.
The latest numbers also represent a 5 percent increase from Q2 2015, which came in at $14.3 billion.
“These landmark figures confirm marketers’ confidence in using digital to reach consumers,” said Randall Rothenberg, President and CEO, IAB.
“Brands and agencies are focusing ever more attention on interactive screens, following consumers as they flock to digital platforms to be entertained, engaged, and informed,” said Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB.
“These numbers demonstrate that digital is a critical part of the marketing mix,” said David Silverman, a partner at PwC US. “Brands understand that interactive provides the type of rich, immersive experiences that attract today’s audiences, no matter the environment or time of day.”
The following chart highlights quarterly ad revenue since 1996; dollar figures are rounded.
Q3 2015 Digital Ad Revenues Climb To $15 Billion, Marking All-Time Quarterly High
IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PwC. The results are considered the most accurate measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertising on the internet. The survey includes data concerning online advertising revenues from web sites, commercial online services, free e-mail providers, and all other companies selling online advertising.
The full report is issued twice yearly for full and half-year data, and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information. Past reports are available at www.iab.com/adrevenuereport.
IAB USA Internet Advertising Revenue Report 2010 - APRIL2011Retelur Marketing
Informe de la inversión en publicidad online en USA durante el año 2010, por IAB y PWC.
IAB USA Reports Full-Year Internet Ad Revenues for 2010 Increase 15% to $26 Billion, a New Record
Presentation: Video killed the Radio Star. Will Mobile Kill the Desktop?MediaPost
Mobile has fundamentally changed how people interact with the Internet and influenced media companies and advertisers to shift their business models to leverage the mobile-first approaches of Google, Facebook and Twitter. The proliferation of mobile advertising and commerce will continue in 2014, but will it come at the expense of desktop search engine marketing? Join CRT Capital Analyst Neil Doshi in a look at a proprietary survey of 1,700 Twitter users. He will share recent insights gleaned from the survey that can help brands capture the attention of Twitter's mostly mobile users.
PRESENTER
Neil Doshi, Managing Director and Senior Equity, CRT
IAB internet advertising revenue report - 2016Romain Fonnier
IAB internet advertising revenue report 2016 full year highlights
Internet advertising revenues (“revenues”) in the United States totaled $72.5 billion for the full year of 2016, with Q4 2016 accounting for approximately $21.6 billion and Q3 2016 accounting for approximately $18.2 billion. Revenues for the full year of 2016 increased 21.8% over 2015.
Key trends underlying Full-Year (FY) 2016 results
Revenues increase 21.8% in FY 2016 — Internet advertising revenues in the United States totaled $21.6 billion in the fourth quarter of 2016, an increase of 18.9% from the 2016 third-quarter total of $18.2 billion and an increase of 24.3% from the 2015 fourth-quarter total of $17.4 billion. 2016 full year internet advertising revenues totaled $72.5 billion, up 21.8% from the $59.6 billion reported in 2015.
“Mobile fueled the internet economy in 2016, with advertisers showing their confidence in digital to achieve their marketing goals. This increasing commitment is a reflection of brands’ ongoing marketing shift from ‘mobile-first’ to ‘mobile-only’ in order to keep pace with today’s on-the-go consumers.”
Similar to IAB Internet Advertising Revenue Report - April 2014 (20)
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
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B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
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3. PwC Page 3 of 28
Background
About the IAB internet advertising revenue report
Conducted by PricewaterhouseCoopers LLP (“PwC”) on an ongoing basis, with results released quarterly, the “IAB
Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This
report utilizes data and information reported directly to PwC, publicly available online corporate data, and
information provided by online ad selling companies.
The results reported are considered the most accurate measurement of internet/online/mobile advertising
revenues because much of the data is compiled directly from information supplied by companies selling advertising
online. All-inclusive, the report includes data reflecting online advertising revenues from websites, commercial
online services, ad networks and exchanges, mobile devices, and e-mail providers, as well as other companies
selling online advertising.
The report is conducted independently by PwC on behalf of the IAB. PwC does not audit the information and
provides no opinion or other form of assurance with respect to the information. Only aggregate results are
published and individual company information is held in strict confidence with PwC. Further details regarding
scope and methodology are provided in the appendix to this report.
David Silverman
PwC
4. PwC Page 4 of 28
Executive summary
'IAB internet advertising revenue report' 2013 full year
highlights
Internet advertising revenues (“revenues”) in the United States totaled $42.8 billion for the full year of 2013, with
Q4 2013 accounting for approximately $12.1 billion and Q3 2013 accounting for approximately $10.6 billion.
Revenues for the full year of 2013 increased 17% over 2012.
Key trends underlying 2013 results
Revenues increase 17% in FY 2013 — Internet advertising revenues in the United States totaled $12.1 billion in
the fourth quarter of 2013, an increase of 14% from the 2013 third-quarter total of $10.6 billion and an increase of
17% from the 2012 fourth-quarter total of $10.3 billion. 2013 full year internet advertising revenues totaled $42.78
billion, up 17% from the $36.57 billion reported in 2012.
“The news that interactive has outperformed broadcast television should come as no surprise. It speaks to the
power that digital screens have in reaching and engaging audiences. In that same vein, the triple-digit growth of
mobile is clearly a direct response to how smaller digital screens play an integral role in consumers' lives
throughout the day, as well as their critical importance to cross-screen experiences.”
— Randall Rothenberg, President and CEO, IAB
Mobile advertising increases 110% in FY 2013 — Mobile advertising in the United States totaled $7.1 billion
during FY 2013, a 110% increase from the prior year total of $3.4 billion.
“Our survey confirms that we are fully in transition to the post-desktop era. Triple-digit advertising revenue
growth from mobile devices contrasted the more tepid 8% growth from traditional computer screens. This is
simply a reflection of the change in how and where consumers are viewing their information -- on the go!”
— David Silverman, Partner, PwC
5. PwC Page 5 of 28
Annual revenues show strong growth
2012 vs. 2013, in billions
$36.57
$42.78
FY 2012 FY 2013
17.0%
Source: IAB/PwC Internet Ad Revenue Report, 2013
Annual revenues
for 2013 totaled
$42.8 billion, $6.2
billion (or 17.0%)
higher than in
2012.
6. PwC Page 6 of 28
Detailed findings
Revenues total a record $12.1 billion in Q4 2013
Total 2013 fourth quarter revenues broke the prior quarter record of $10.6 billion set in the third quarter of 2013 by
$1.5 billion. Fourth quarter 2013 revenues were $1.8 billion (17.5%) higher than in the fourth quarter of 2012.
Q4 12 vs. Q4 13 ($ billions) Q3 13 vs. Q4 13 ($ billions)
$10.31
$12.11
Q4 12 Q4 13
17.5%
Source: IAB/PwC Internet Ad Revenue Report, 2013
$10.61
$12.11
Q3 13 Q4 13
14.1%
7. PwC Page 7 of 28
Historical annual revenue trends
Revenue continues strong growth in 2013
2013 annual revenues increased on a year-over-year percentage and dollar basis. The compound annual growth
rate (CAGR) over the past ten years for internet advertising of 18% has outpaced U.S. current dollar GDP growth of
4%* over that period.
Since 2010, internet advertising growth was fueled by a 123% CAGR in Mobile (compared to 12% growth in non-
Mobile revenue).
Annual revenue 2004-2013 ($ billions)
* Source for GDP growth: U.S. Bureau of Economic Analysis, “Table 1.1.5. Gross Domestic Product,” (accessed
March 31, 2013)
9.6
12.5
16.9
21.2
23.4 22.7
25.4
30.1
33.2
35.7
1.6
3.4
7.1
9.6
12.5
16.9
21.2
23.4 22.7
26.0
31.7
36.6
42.8
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Non-Mobile
Mobile
123%
Mobile
CAGR
12%
Non-mobile
CAGR
Source: IAB/PwC Internet Ad Revenue Report, 2013
18% Overall CAGR
8. PwC Page 8 of 28
Historical quarterly revenue trends
Quarterly growth continues upward trend
Internet advertising continued to build on the momentum from 2012.
Over the past four years we have seen a clear seasonal trend of strong fourth quarter revenue followed by a first
quarter dip. Despite the seasonal dip, first quarter revenues have outpaced the prior year's third quarter since 2010.
Quarterly revenue growth trends 1996-2013 ($ billions)
$0
$2
$4
$6
$8
$10
$12
$14
Source: IAB/PwC Internet Ad Revenue Report, 2013
1997 1998 1999 20091996 2000 2001 2002 2003 2004 2005 2006 2007 2008 2010 2011 2012
$12
2013
Q4 2013 revenues
crossed $12 billion
for the first time
9. PwC Page 9 of 28
Historical revenue mix – first half vs.
second half
Second-half revenues reach $22.7 billion
Second-half revenues totaled $22.7 billion in 2013, an increase of $3.2 billion from second-half revenues of 2012,
which totaled $19.5 billion. Second-half revenues in 2013 represented 53% of total revenues in 2013, consistent
with numbers reported in 2012 and consistent with the broader trend of higher revenues in the second-half of each
year. The historically higher proportion of revenues in the second half of the year results from both the continued
growth in the industry and from the seasonality of higher ad spend in the fourth quarter.
Historical revenue mix, first half vs. second half ($ billions)
$4.6 $5.8
$7.9
$10.0 $11.5 $10.9 $12.1
$14.9
$17.0
$20.1
$5.0
$6.8
$9.0
$11.2
$11.9 $11.8
$13.9
$16.8
$19.5
$22.7
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Last 6 months First 6 months
Source: IAB/PwC Internet Ad Revenue Report, 2013
11. PwC Page 11 of 28
Revenue concentration
Top 10 companies command 71% of revenues in Q4 2013
Online advertising continues to remain concentrated with the 10 leading ad-selling companies, which accounted for
71% of total revenues in Q4 2013, down slightly from the 72% reported in Q4 2012. Companies ranked 11th to 25th
accounted for 10% of revenues in Q4 2013, consistent with the 10% reported in Q4 2012.
Despite the emergence of a few heavyweights in internet advertising publishing, the concentration of top-10
revenue has remained relatively unchanged over the past ten years, fluctuating between 69% and 74%.
% share of total revenues
$0
$2
$4
$6
$8
$10
$12
$14
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Top 10 Top 25 Remaining
19%
10%
71%
2013 Q4
Share
Source: IAB/PwC Internet Ad Revenue Report, 2013
TOP 25
12. PwC Page 12 of 28
Ad format – fourth quarter 2013 results
Search continues to lead ad formats, while Mobile eclipses
Display for the first time in a quarter
• Search accounted for 41% of Q4 2013 revenues, down from 44% in Q4 2012, as mobile devices have shifted
Search-related revenues away from the desktop computer. Search revenues totaled $5.0 billion in Q4 2013, up
10% from Q4 2012, when Search totaled $4.6 billion.
• Display-related advertising accounted for $3.7 billion or 30% of total revenues during Q4 2013, up 6% from the
$3.4 billion (33% of total) reported in Q4 2012. Q4 2013 Display-related advertising includes Display/Banner
Ads (19% of revenues, or $2.3 billion), Digital Video (7% or $807 million), Rich Media (3% or $364 million),
and Sponsorship (2% or $227 million).
• Mobile revenues totaled 19% of Q4 2013 revenues, or $2.3 billion, up 92% from the $1.2 billion (11% of total)
reported in Q4 2012.
• Classifieds revenues totaled $664 million or 5% of Q4 2013 revenues, up 2% from the $651 million (6% of total)
reported in Q4 2012.
• Lead Generation revenues accounted for 4% of Q4 2013 revenues, or $484 million, up 9% from the $446
million (4% of total) reported in Q4 2012.
Ad formats – Q4 2012 Ad formats – Q4 2013
Total - $10.3 billion* Total - $12.1 billion*
* Amounts may not equal 100% due to rounding and omission of minor categories.
44%
21%
11%
7%
6%
4%3%
2% Search
Display / Banner
Mobile
Digital Video
Classifieds
Lead Generation
Rich Media
Sponsorship
Source: IAB/PwC Internet Ad Revenue Report, 2013
41%
19%
19%
7%
5%
4%
3%
2%
13. PwC Page 13 of 28
Ad format – full year 2013 results
Digital video increases share to become fourth largest
format
• Search revenues accounted for 43% of FY 2013 revenues, down from 46% in FY 2012. Search revenues totaled
$18.4 billion in FY 2013, up 9% from FY 2012, when Search totaled $16.9 billion.
• Display-related advertising accounted for $12.8 billion or 30% of total revenues during FY 2013, up 7% from
the $12.0 billion (33% of total) reported in FY 2012. FY 2013 Display-related advertising includes
Display/Banner Ads (19% of FY 2013 revenues, or $7.9 billion), Digital Video (7% or $2.8 billion), Rich Media
(3% or $1.3 billion), and Sponsorship (2% or $766 million).
• Mobile revenues totaled 17% of FY 2013 revenues, or $7.1 billion, up 110% from the $3.4 billion (9% of total)
reported in FY 2012.
• Classifieds revenues totaled $2.6 billion or 6% of FY 2013 revenues, up 7% from the $2.4 billion (7% of total)
reported in FY 2012.
• Lead Generation revenues accounted for 4% of FY 2013 revenues, or $1.75 billion, up 4% from the $1.69 billion
(5% of total) reported in FY 2012.
Ad formats – full year 2012 Ad formats – full year 2013
Total - $36.6 billion Total - $42.8 billion
* Amounts may not equal 100% due to rounding and omission of minor categories.
46%
21%
9%
6%
7%
5%
3%
2%
Search
Display / Banner
Mobile
Digital Video
Classifieds
Lead Generation
Rich Media
Sponsorship
Source: IAB/PwC Internet Ad Revenue Report, 2013
43%
19%
17%
7%
6%
4%
3%
2%
14. PwC Page 14 of 28
Historical format trends
Search retains largest share of revenue, while Mobile grows
fastest
• Search remains the leading format, representing a larger amount of the share than the next two closest formats
combined (Display and Mobile). Decline in its overall share is attributed to growth in Mobile and Mobile
Search, which is included in the Mobile category.
• All formats other than Digital Video and Rich Media are down slightly as a percentage of total revenue due to
the substantial growth of Mobile.
• Mobile revenues continued to quickly gain share, representing 17% of total revenues in FY 2013, as compared
with 9% reported in FY 2012 and 5% in FY 2011. While Mobile has eroded share of other formats, the Mobile
format itself is comprised of multiple formats.
Advertising format share, 2006 - 2013* (% of total revenue)
* Format definitions may have changed over the time period depicted, both within the survey process and as
interpreted by survey respondents.
0%
10%
20%
30%
40%
50%
Search Display /
Banner
Mobile Classifieds Digital Video Lead
Generation
Rich Media
2006 2007 2008 2009 2010 2011 2012 2013
Source: IAB/PwC Internet Ad Revenue Report, 2013
15. PwC Page 15 of 28
Ad revenues by industry category
Retail drives advertising, as dollars shift to digital
• Retail advertisers continue to represent the largest category of internet ad spending, accounting for 21% of total
revenues in FY 2013, up from the 20% reported in FY 2012.
• Financial Services advertisers accounted for 13% of revenues in FY 2013, consistent with the 13% reported in
FY 2012.
• Automotive advertisers accounted for 12% of revenues in FY 2013, consistent with the 12% of total reported in
FY 2012.
• Telecom companies accounted for 9% of revenues in FY 2013, down from the 11% reported in FY 2012.
• Leisure Travel (airfare, hotels, and resorts) accounted for 8% of revenues in FY 2013, down from the 9% of
revenues reported in FY 2012.
• Consumer Packaged Goods represented 7% in FY 2013, consistent with the 7% reported in FY 2012.
• Computing products advertisers represented 6% of revenues in FY 2013, down from the 8% reported in FY
2012.
• Pharmaceutical/Healthcare accounted for 5% in FY 2013, down from the 6% of revenues reported in FY 2012.
• Media accounted for 5% in FY 2013, consistent with the 5% reported in FY 2012.
• Entertainment accounted for 4% of FY 2013 revenues, consistent with the 4% reported in FY 2012.
16. PwC Page 16 of 28
Industry advertising – year-over-year
comparison
Internet ad revenues by major industry category*, year to date: 2012 vs. 2013
* Industry category definitions may have changed over the time period depicted, both within the survey process
and as interpreted by survey respondents. Amounts do not total to 100% as minor categories are not displayed.
20%
13%
12%
11%
9%
7%
8%
6%
5%
4%
21%
13%
12%
9%
8%
7%
6%
5%
5%
4%
Retail
Financial Services
Auto
Telecom
Leisure Travel
Consumer Packaged Goods
Computing Products
Pharma & Healthcare
Media
Entertainment
2012 2013
Source: IAB/PwC Internet Ad Revenue Report, 2013
17. PwC Page 17 of 28
Revenues by pricing model
CPM-based pricing shows slight uptick
• Approximately 65% of FY 2013 revenues were priced on a performance basis, down from the 66% reported in
FY 2012.
• Approximately 33% of FY 2013 revenues were priced on a cost per medium/thousand (CPM) or impression
basis, up from the 32% reported in FY 2012.
• Approximately 2% of FY 2013 revenues were priced on a hybrid basis, consistent with the 2% reported in FY
2012.
Pricing models – FY 2012 Pricing models – FY 2013
Total - $36.6 billion Total - $42.8 billion
Pricing models – Q4 2012 Pricing models – Q4 2013
Total - $10.3 billion Total - $12.1 billion
CPM
32%
66%
Hybrid
2%
CPM
33%
65%
Hybrid
2%
CPM
34%
64%
Hybrid
2%
Source: IAB/PwC Internet Ad Revenue Report, 2013
CPM
35%
64%
Hybrid
1%
Performance Performance
Performance
Performance
18. PwC Page 18 of 28
Historical pricing model trends
Performance-based pricing remains the preferred model
• Performance-based pricing, the leading pricing model since 2006, declined slightly to 65% of total revenue
in 2013 from 66% in 2012.
• CPM/impression-based pricing gained in 2013, up to 33% of revenues from 32% in 2012. At 33% of total
revenues, CPM is at its highest point since 2010.
• Hybrid pricing remained at 2% of total revenues in 2013, consistent with the 2% reported in 2012.
Internet ad revenues by pricing model*
* Pricing model definitions may have changed over the time period depicted both within the survey process and
as interpreted by survey respondents.
46%
48%
45%
39%
37%
33% 31% 32%
33%
41%
47%
51%
57%
59%
62%
65% 66%
65%
13%
5% 4% 4% 4% 5% 4%
2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
2005 2006 2007 2008 2009 2010 2011 2012 2013
%oftotalrevenues
CPM Performance Hybrid
Source: IAB/PwC Internet Ad Revenue Report, 2013
Hybrid
Performance
CPM
Hybrid
Performance
CPM
Hybrid
Performance
CPM
19. PwC Page 19 of 28
Advertising market share by media
Internet advertising surpassed Broadcast Television*
advertising revenue in 2013
Internet has continued to grow in share and significance when compared to other U.S. ad- supported media.†
Internet advertising revenue now represents 57% of all Television (Broadcast and Cable) advertising.
• In 2013, Internet advertising exceeded Broadcast Television.*
• In 2011, Internet advertising surpassed Cable Television.**
Advertising revenue market share by media - 2013 ($ billions)
† The total U.S. advertising market includes other segments not charted here.
* Broadcast Television includes Network and Syndicated and Spot television advertising revenue.
** Cable Television includes National Cable Networks and Local Cable television advertising revenue.
$0.8
$0.9
$7.9
$13.4
$16.7
$18.0
$34.4
$40.1
$42.8
Cinema
Video Game
Out of Home
Magazine (Consumer)
Radio
Newspaper
Cable Television **
Broadcast Television *
Internet
Sources: IAB/PwC Internet Ad Revenue Report, 2013; PwC
20. PwC Page 20 of 28
Historical advertising market share
Internet advertising revenue growth outpaces other media
outlets over the past nine years
Two forms of media have positive compound annual growth rates (CAGR) between 2005 through 2013: Cable
Television at 4.8% and Internet at 16.6%.
In every year since 2005, the annual growth rates of Internet advertising have exceeded those of other advertising
media. Internet advertising has experienced double-digit annual growth in every year except 2009; no other media
has experienced double-digit growth in any year.
Advertising revenue market share by media, 2005-2013 ($ billions)
* Broadcast Television includes Network, Syndicated and Spot television advertising revenue.
** Cable Television includes National Cable Networks and Local Cable television advertising revenue.
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50
2005 2006 2007 2008 2009 2010 2011 2012 2013
Internet Broadcast Television *
Cable Television ** Newspaper
Radio Magazine (Consumer)
Sources: IAB/PwC Internet Ad Revenue Report, 2013; PwC
21. PwC Page 21 of 28
Historical advertising growth of media
While Mobile’s growth over the past four years is
impressive, the Internet fared even better in its early years
During the first four years of Broadcast TV, Cable TV, Internet, and Mobile, all media experienced tremendous
advertising revenue growth.
While over time Cable TV has emerged as a major advertising medium, due to the capital intensive nature of the
rollout and reliance on subscription fees, advertising revenue growth rates while impressive were not on par with
the other media
Comparative U.S. advertising media annual ad revenue growth for first 4 years
($ billions)
* Adjusted for Inflation
$0
$1
$2
$3
$4
$5
$6
$7
$8
Broadcast TV*
(1949-52)
Cable TV*
(1980-83)
Internet*
(1996-99)
Mobile
(2010-13)
Year 1 Year 2 Year 3 Year 4
123% CAGR
159% CAGR
98% CAGR
72% CAGR
Compound Annual Growth Rate (CAGR)
Sources: IAB/PwC Internet Ad Revenue Report, 2013; McCann-Erickson
22. PwC Page 22 of 28
Appendix
Definitions of leading industry categories
The industry categories used in the "IAB Internet Advertising Revenue Report" were sourced from the North
American Standard Industrial Classification (SIC) Manual.†
Retail Includes mail order/catalog, apparel, restaurants/fast food, home furnishings/textiles, toys,
pet food/supplies, appliances, jewelry, drugstores, retail stores, and cosmetics stores.
Automotive Includes all automotive-related categories including sale/purchase of vehicles and parts and
maintenance.
Entertainment Includes film, music, TV, box office, video games, and amusement & recreation.
Consumer
packaged goods
Includes packaged goods, food products, household products, and tobacco.
Leisure travel Includes travel, hotel, airlines, and resorts.
Computing
products
Includes hardware (computers, computer storage devices, and computer peripheral
equipment), consumer electronics, prepackaged software (operating, utility, and
applications programs), local area network systems and network systems integration,
computer processing, and data preparation and data processing services.
Financial Services Includes commercial banks, credit agencies, personal credit institutions, consumer finance
companies, loan companies, business credit institutions, and credit card agencies. Also
includes companies engaged in the underwriting, purchase, sale, or brokerage of securities
and other financial contracts.
Telecommun-
ications
Includes point-to-point communications services, including cellular phone services, paging
services, wireless internet access, and wireless video services. Includes multichannel video
providers on a subscription fee basis (e.g., cable television, wireless cable television, and
direct broadcast satellite services).
Pharmaceutical &
Healthcare
Includes pharmaceutical products, facilities, services, researchers, and biological products.
Also comprises establishments providing healthcare and social assistance for individuals as
well as personal care, toiletries, and cosmetic products.
Media Includes establishments primarily engaged in radio and television broadcasting (network
and station) including commercial, religious, educational, and other radio or television
stations. Also includes establishments primarily engaged in publishing newspapers,
periodicals, and books.
†Survey participants reported results based on the 20 industry categories listed on page 25, which were used
specifically for the "IAB Internet Advertising Revenue Report." This is consistent with other relevant industry
categorization sources that measure advertising spending by industry. For purposes of this report, PwC classified a
number of individual categories under “Retail.”
23. PwC Page 23 of 28
Definitions of advertising formats
Display
Advertising
Advertiser pays an online company for space on one or more of the online company’s pages to display a
static or linked banner or logo.
Sponsorship Advertiser pays for custom content and/or experiences, which may or may not include ad elements such as
display advertising, brand logos, advertorial, or pre-roll video. Sponsorships fall into several categories:
• Spotlights are custom-built pages incorporating an advertiser’s brand and housing a collection of
content usually around a theme
• Advergaming can range from an advertiser buying all the ad units around a game or a “sponsored
by” link to creating a custom branded game experience
• Content & Section Sponsorship is when an advertiser exclusively sponsors a particular section of the
site or email (usually existing content) re-skinned with the advertiser’s branding
• Sweepstakes & Contests can range from branded sweepstakes on the site to a full-fledged branded
contest with submissions and judging
Email Banner ads, links or advertiser sponsorships that appear in email newsletters, email marketing campaigns
and other commercial email communications. This includes both ads within an email or the entire email.
Search Fees advertisers pay online companies to list and/or link their company site domain name to a specific
search word or phrase (includes paid search revenues). Search categories include:
• Paid listings – payments made for clicks on text links that appear at the top or side of search results
for specific keywords. The more a marketer pays, the higher the position it gets. Marketers only pay
when a user clicks on the text link.
• Contextual search – payments made for clicks on text links that appear in an article based on the
context of the content, instead of a user-submitted keyword. Payment only occurs when the link is
clicked.
• Paid inclusion – payments made to guarantee that a marketer's URL is indexed by a search engine
(i.e. advertiser isn’t paid only for clicks, as in paid listings).
• Site optimization – payments made to optimize a site in order to improve the site’s ranking in
search engine results pages (SERPs). (For example, site owner pays a company to tweak the site
architecture and code, so that search engine algorithms will better index each page of the site).
Lead
Generation
Fees paid by advertisers to online companies that refer qualified potential customers (e.g., auto dealers
which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer
information (demographic, contact, behavioral) where the consumer opts in to being contacted by a
marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost-per-
action, -lead or -inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g.,
sweepstakes) or registrations.
Classifieds
and Auctions
Fees paid to advertisers by online companies to list specific products or services (e.g., online job boards and
employment listings, real estate listings, automotive listings, auction-based listings, yellow pages).
Rich Media Display-related ads that integrate some component of streaming interactivity. Rich media ads often include
flash or java script, but not content, and can allow users to view and interact with products or services (e.g.,
scrolling or clicking within the ad opens a multimedia product description, expansion, animation, video or a
“virtual test-drive” within the ad).
All IAB Rising Stars ad formats are considered Rich Media. Digital audio ads that appear before, during or
after audio content (e.g., streaming radio, podcasts, etc.) are also considered Rich Media.
Video commercials that appear in video players are considered Digital Video Ads, not Rich Media.
“Interstitials” have been consolidated within the rich media category and represent full- or partial-page text
and image server-push advertisements which appear in the transition between two pages of content. Forms
of interstitials can include a variation of the following terms:
• Splash screens – a preliminary page that precedes the regular home page of a website that usually
promotes a particular site feature or provides advertising. A splash page is timed to move onto the
home page after a short period of time.
• Pop-up ads and pop-under ads – an advertisement that appear in a separate window which
automatically loads over an existing content window, without an associated banner.
• Daughter windows – an advertisement that runs in a separate window associated with a
concurrently displayed banner. The content and banner are typically displayed first, followed by the
daughter window.
• Superstitials – ads that are distinct from interstitials because of the much higher ad quality, and
that they play instantly (ads are fully downloaded before they are displayed).
24. PwC Page 24 of 28
Definitions of advertising formats (cont.)
Digital Video
Advertising
Advertising that appears before, during or after digital video content in a video player (i.e. pre-roll, mid-roll,
post-roll video ads). Digital Video Ads include TV commercials online and can appear in streaming content
or in downloadable video. Display-related ads on a page (that are not in a player) that contain video are
categorized as rich media ads.
Video Overlays are also categorized as Digital Video Advertising. Video overlays include small ads that
appear on top of digital video content. They can appear to be display, video, rich media, text or another ad
format but are contained within the video player.
Mobile
Advertising
Advertising tailored to and delivered through wireless mobile devices such as smartphones (e.g. Blackberry,
iPhone, Android, etc.), feature phones (e.g. lower-end mobile phones capable of accessing mobile content),
and media tablets (e.g. iPad, Samsung Galaxy Tablet, etc.). Typically taking the form of static or rich media
display ads, text messaging ads, search ads, or audio/video spots, such advertising generally appears within
mobile websites (e.g. websites optimized for viewing on mobile devices), mobile apps (e.g. applications for
Smartphones running iOS, Android, Windows Mobile or other operating systems), text messaging services
(i.e. SMS, MMS) or within mobile search results (i.e., 411 listings, directories, mobile-optimized search
engines).
25. PwC Page 25 of 28
Survey scope and methodology
Survey scope
The Interactive Advertising Bureau (IAB) retained PwC to establish a comprehensive standard for measuring the
growth of internet/online/mobile advertising revenues. The "IAB internet advertising revenue report" is part of an
ongoing IAB mission to provide an accurate barometer of internet advertising growth.
To achieve differentiation from existing estimates and accomplish industry-wide acceptance, key aspects of the
survey include:
• Obtaining historical data directly from companies generating internet/online/mobile advertising revenues;
• Making the survey as inclusive as possible, encompassing all forms of internet/online/mobile advertising,
including websites, consumer online services, ad networks, mobile devices, and e-mail providers; and
• Ensuring and maintaining a confidential process, releasing only aggregate data.
Methodology
PwC performs the following:
• Compiles a database of industry participants selling internet/online and mobile advertising revenues
• Conducts a quantitative mailing survey with leading industry players, including Web publishers, ad
networks, commercial online service providers, mobile providers, e-mail providers, and other online media
companies
• Acquires supplemental data through the use of publicly disclosed information
• Requests and compiles several specific data items, including monthly gross commissionable advertising
revenue by industry category and transaction
• Identifies non-participating companies and applies a conservative revenue estimate based on available
public sources
• Analyzes the findings, identifies and reports key trends
Survey industry categories
Automotive
Beer/Wine/Liquor
Business Products/Services
Computers (Hardware/Software)
and Consumer Electronics
Consumer Packaged Goods, Food,
Non-Alcoholic Beverages and Candy
Educational Services
Entertainment (Film, Music, TV, Box
Office, Video Games,
Amusement/Recreational)
Financial Services (Banks,
Insurance, Securities, Mortgages)
Personal Care, Toiletries, and
Cosmetics
Drugs and Remedies
Manufacturing
Media
Professional Sports and Sporting &
Athletic Goods
Real Estate
Restaurants/Fast Food
Retail, Mail Order, Catalogs and
Apparel
Telecommunications: Telephony,
Cable/Satellite TV Services, ISPs
Toys/Games
Leisure Travel (Airfare, Hotels,
Resorts)
Business Travel (Airfare, Hotels,
Resorts)
26. PwC Page 26 of 28
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies
that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is
dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend,
and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and
the wider business community about the value of interactive advertising. Working with its member companies, the
IAB evaluates and recommends standards and practices and fields critical research on interactive advertising.
Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For
more information, please visit iab.net.
Overall report guidance provided by IAB leadership
Executive Committee
President and CEO
Randall Rothenberg
IAB
Denise Warren
The New York Times Company
Randy Kilgore
Tremor Media
Chairman
Vivek Shah
Ziff Davis
Neal Mohan
Google
David Moore
Xaxis
Vice Chair
David Morris
CBS Interactive
Bill Todd
Conversant Media
Lisa Utzschneider
Amazon.com
Rik van der Kooi
Microsoft Advertising
Board of Directors
Joe Apprendi
Collective
David Brinker
News Corporation
Ned Brody
Yahoo!
Kevin Conroy
Univision
Jory Des Jardins
BlogHer
Eric Franchi
Undertone
Michael Friedenberg
IDG
Joan Gillman
Time Warner Cable Media
Curt Hecht
The Weather Channel
Mark Howard
Forbes.com
Eric Johnson
ESPN.com
Neil O. Johnston
CMG Digital
Mike Keriakos
Everyday Health
Seth Ladetsky
Turner Broadcasting System
David Lawenda
Facebook
Jean-Philippe Maheu
Twitter
Suzanne McDonnell
Discovery Communications
Jim Norton
AOL
Leslie Picard
Time Inc.
Penry Price
LinkedIn
Scott Schiller
NBC Universal Digital Media
Drew Schutte
Condé Nast
Tad Smith
Cablevision Systems Corporation
Mollie Spilman
Millennial Media
Jon Steinberg
Buzzfeed
John Trimble
Pandora
Jacob Weisberg
Slate
Mike Welch
AT&T AdWorks
Troy Young
Hearst Magazines Digital Media
Ex-Officio
Founding Chairman
Rich LeFurgy
Archer Advisors
Treasurer
Bruce Gordon
Disney Interactive Media Group
Secretary
Joe Rosenbaum
Reed Smith LLP
27. PwC Page 27 of 28
PwC New Media Group with the Entertainment, Media, and
Communications practice
As business, accounting, and tax advisors to many of the world’s leading Entertainment, Media, and
Communications (EMC) and Technology (Tech) companies, PwC (www.pwc.com) has an insider’s view of trends
and developments driving the industry. With approximately 1,200 practitioners serving EMC and Tech clients in
the United States, PwC is deeply committed to providing clients with industry expertise and resources. In recent
years, our pioneering work in EMC and Tech has included developing strategies to leverage digital technology,
identifying new sources of financing, and marketplace positioning in industries characterized by consolidation and
transformation. Our experience reaches across all geographies and segments of the EMC and Tech sectors,
including broadband, wireless, the internet, music, film, television, publishing, advertising, gaming, theme parks,
computers and networking, and software. With thousands of practitioners around the world, we're always close at
hand to provide deep industry knowledge and resources.
PwC’s New Media Group was the first practice of its kind at a Big Four firm. Currently located in New York, Los
Angeles, Boston, Seattle, and the Bay Area, our New Media Group includes accounting, tax, and consulting
professionals who have broad and deep experience in the three areas that converge to form new media: advanced
telecommunications, enabling software, and content development/distribution.
Our services include:
• Business assurance services
• Web audience measurement and advertising delivery auditing and advisory
• IAB Measurement Certification Compliance auditing
• Privacy policy structuring, attestation, and compliance advisory
• Mergers & acquisitions assistance
• Tax planning and compliance
• Capital sourcing and IPO assistance
For more information about our New Media Group, contact one of the following PwC professionals:
New York
David Silverman
Partner, Assurance Services
646.471.5421
david.silverman@us.pwc.com
New York
Russ Sapienza
Partner, Advisory Services
646.471.1517
russell.j.sapienza@us.pwc.com
New York
Michael Altschul
Manager, Advisory Services
646.471.4903
michael.altschul@us.pwc.com
Boston
Vic Petri
Partner, Assurance Services
617.478.1698
victor.petri@us.pwc.com
San Jose
Mike Pearl
Partner, Assurance Services
408.817.3801
michael.pearl@us.pwc.com
Seattle
Suzanne Faulkner
Partner, Assurance Services
206.398.3550
suzanne.faulkner@us.pwc.com