The document summarizes the results of a study on online advertising spend in the UK for the first half of 2008. Some key findings include:
- UK online adspend reached £1.682 billion in H1 2008, a 21% increase year-over-year.
- Online advertising's share of the total ad market grew to 18.7%, up from 14.7% in H1 2007.
- Search advertising grew 28.7% and remained the largest format. Display grew 16.3% and classifieds grew 30.2%.
- Recruitment remained the largest industry category but saw automotive and property rise in share as well.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission
is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to
the market, and developing and facilitating the uptake of harmonised business practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
The document discusses the opportunities for mobile advertising and engagement. It notes that 70% of customers are open to interacting with brands via mobile. It then provides examples of metrics from mobile advertising campaigns around video views, call back rates, and opt-in rates. The rest of the document discusses segmentation approaches for mobile audiences and potential mobile advertising strategies and channels.
The document summarizes a 2007 UK online advertising spend study. Some key findings include:
- UK online ad spend reached £2.8 billion in 2007, a 38% increase year-over-year. Online's share of total ad spending was 15.3%.
- All major online ad formats experienced strong growth, led by search (up 39%) and display (up 31%). Embedded formats grew 45%.
- Recruitment remained the largest industry category, though property saw the biggest share gain. Technology surpassed finance to become the third largest category.
- The study predicts online ad spending will surpass newspapers and may overtake television to become the largest ad medium in the UK by 2008
The document provides an overview of the UK online marketing industry and discusses key trends. It summarizes that the online marketing market grew significantly until 2008 but declined in 2009 due to economic uncertainty. However, online marketing was forecasted to hold steady or gain share compared to declining traditional media in 2009. Some key trends highlighted include being personal, integrated across channels, social, seen with timely messaging, and innovative.
The document summarizes key findings from the IAB Hungary Adex 2016 digital ad spend study. It provides data on Hungary's digital advertising market from 2013-2016, including total ad spend which grew 22% in 2016 to 68.4 billion HUF. It breaks down spending by format such as display, search, listing and email. Mobile ad spend saw strong 79% growth and now accounts for 30% of total digital spend. Global media players accounted for over 50% of digital ad spend for the first time.
How Microsoft acquired Yahoo | Search business caseJul Ahn
The European Commission approved Microsoft's acquisition of Yahoo!'s search business, which gave Microsoft an exclusive 10-year license to Yahoo's search technologies and control over Yahoo's search and search advertising operations. The Commission found that the merger would reduce costs through economies of scale, but could also weaken competition by reducing consumer choice and degrading organic search quality. A post-transaction analysis found that while the merger increased Microsoft's market share in the short term, in the long run consumer surplus and welfare were unaffected.
Role of digital in media mix understanding digital marketing and getting it...Rick Bouter
Digital media is growing rapidly and expected to account for over a quarter of global ad spending by 2017. While marketers are convinced of digital's benefits, many are unsure how much of their budget to allocate to it. Research shows that including digital media in traditional campaigns can increase coverage and ROI. Specifically, a campaign that invested 20% in online video saw a 5 percentage point increase in coverage compared to TV-only. The document provides recommendations for marketers on determining traditional media's saturation point and using digital where it offers higher effectiveness and ROI. It suggests testing a 70-20-10 model for budget allocation across traditional, social/search, and new digital channels.
The document summarizes the results of a study on online advertising spend in the UK for the first half of 2008. Some key findings include:
- UK online adspend reached £1.682 billion in H1 2008, a 21% increase year-over-year.
- Online advertising's share of the total ad market grew to 18.7%, up from 14.7% in H1 2007.
- Search advertising grew 28.7% and remained the largest format. Display grew 16.3% and classifieds grew 30.2%.
- Recruitment remained the largest industry category but saw automotive and property rise in share as well.
2018's IAB Europe survey aims to assess the current adoption of and attitudes...Dmytro Lysiuk
ATTITUDES TO DIGITAL VIDEO ADVERTISING
IAB Europe report, 2018
Executive Summary
SECTION 1 Introduction
SECTION 2 Methodology and Participants
SECTION 3 Current Adoption
SECTION 4 Objectives and Measurement
SECTION 5 Digital Video Inventory Supply
SECTION 6 Cross-Screen: TV and Digital Video
SECTION 7 Future of Digital Video Advertising
Contact Details
IAB Europe is the leading European-level industry association for the digital advertising ecosystem. Its mission
is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory
environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to
the market, and developing and facilitating the uptake of harmonised business practices that take account of
changing user expectations and enable digital brand advertising to scale in Europe.
The document discusses the opportunities for mobile advertising and engagement. It notes that 70% of customers are open to interacting with brands via mobile. It then provides examples of metrics from mobile advertising campaigns around video views, call back rates, and opt-in rates. The rest of the document discusses segmentation approaches for mobile audiences and potential mobile advertising strategies and channels.
The document summarizes a 2007 UK online advertising spend study. Some key findings include:
- UK online ad spend reached £2.8 billion in 2007, a 38% increase year-over-year. Online's share of total ad spending was 15.3%.
- All major online ad formats experienced strong growth, led by search (up 39%) and display (up 31%). Embedded formats grew 45%.
- Recruitment remained the largest industry category, though property saw the biggest share gain. Technology surpassed finance to become the third largest category.
- The study predicts online ad spending will surpass newspapers and may overtake television to become the largest ad medium in the UK by 2008
The document provides an overview of the UK online marketing industry and discusses key trends. It summarizes that the online marketing market grew significantly until 2008 but declined in 2009 due to economic uncertainty. However, online marketing was forecasted to hold steady or gain share compared to declining traditional media in 2009. Some key trends highlighted include being personal, integrated across channels, social, seen with timely messaging, and innovative.
The document summarizes key findings from the IAB Hungary Adex 2016 digital ad spend study. It provides data on Hungary's digital advertising market from 2013-2016, including total ad spend which grew 22% in 2016 to 68.4 billion HUF. It breaks down spending by format such as display, search, listing and email. Mobile ad spend saw strong 79% growth and now accounts for 30% of total digital spend. Global media players accounted for over 50% of digital ad spend for the first time.
How Microsoft acquired Yahoo | Search business caseJul Ahn
The European Commission approved Microsoft's acquisition of Yahoo!'s search business, which gave Microsoft an exclusive 10-year license to Yahoo's search technologies and control over Yahoo's search and search advertising operations. The Commission found that the merger would reduce costs through economies of scale, but could also weaken competition by reducing consumer choice and degrading organic search quality. A post-transaction analysis found that while the merger increased Microsoft's market share in the short term, in the long run consumer surplus and welfare were unaffected.
Role of digital in media mix understanding digital marketing and getting it...Rick Bouter
Digital media is growing rapidly and expected to account for over a quarter of global ad spending by 2017. While marketers are convinced of digital's benefits, many are unsure how much of their budget to allocate to it. Research shows that including digital media in traditional campaigns can increase coverage and ROI. Specifically, a campaign that invested 20% in online video saw a 5 percentage point increase in coverage compared to TV-only. The document provides recommendations for marketers on determining traditional media's saturation point and using digital where it offers higher effectiveness and ROI. It suggests testing a 70-20-10 model for budget allocation across traditional, social/search, and new digital channels.
The document summarizes key points from a mobile marketing update presentation. It discusses the growth of mobile internet and smartphone usage. Mobile searches are faster than desktop, leading to quicker purchases. The mobile advertising market is growing rapidly and expected to reach £1 billion by 2015 in the UK. Retail brands are increasingly developing mobile strategies.
This document provides a summary of online advertising spend in Europe in 2016. Some key points:
- Total online ad spend in Europe grew 12.3% to €41.9 billion in 2016, with display format growing the fastest at 15.6%.
- The top 10 markets accounted for 77.7% of total spend, led by the UK with €14.2 billion, more than double the next largest, Germany.
- Growth was strongest in smaller Central and Eastern European markets like Romania, Slovenia and Ireland, while Western European markets saw more modest single-digit growth.
- Mobile advertising continued to rise rapidly, accounting for one-third of search spending and nearly one-quarter of display
The document summarizes the key findings of the 2015 Hungarian Digital Ad Spend Study conducted by IAB Hungary. The following are the main points:
- Total digital ad spend in Hungary reached 56.17 billion HUF in 2015, a 14% increase over 2014, marking steady double-digit annual growth.
- Digital ad spend surpassed television to become the largest advertising segment. It also exceeded 50 billion HUF for the first time.
- The biggest segments were display (23.24 billion HUF) and search (22.26 billion HUF), growing 11% and 16% respectively. Mobile ad spend doubled to 9.34 billion HUF.
- Ad spending on local and global
The document analyzes how advertising impacts the Romanian economy. It finds that advertising has a significant positive impact on the FMCG industry, where increases in TV advertising expenditure correlate with increased turnover. However, in more mature mass-market industries, only minor variations in TV exposure have little impact on turnover. Overall, the advertising industry represents 3% of management positions but impacts a consumer market worth 50 billion Euros, or 33% of Romania's GDP.
The document provides a case study and business plan for an Indian telecom organization, XYZ, to enter the telecom market in the UAE. It includes an agenda, background research on the UAE market structure and major operators, a SWOT analysis, and a marketing penetration strategy. The strategy proposes a prepaid pricing model to differentiate XYZ and target youth, with an initial $70 million marketing budget focused on quirky advertising.
FWCE Cracking the Programmatic Conundrum White PaperIAB Europe
This document outlines three strategic approaches being taken by premium video broadcasters and pay TV operators to incorporate programmatic trading:
1. Using programmatic advertising to grow local markets by lowering barriers for new advertisers and allowing targeted campaigns.
2. Automating inventory management processes to make more inventory available through private marketplaces, reducing risk for direct sales commitments.
3. Harnessing programmatic technology and data to boost the overall value of the upfront market by forecasting demand and pricing inventory dynamically closer to air dates.
The benefits of embracing strategic programmatic include broadening the advertiser base, making inventory usage more efficient, and optimizing revenue without undue risk. Programmatic should be adopted carefully considering
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
StreamKey empowers the world’s top brands reaching their most valuable target audience across TV and digital video with wide range of inventory coverage around the globe.
Using our unique optimization and targeting technology we helps advertisers, publishers and content owners to optimize their profits and performance on any connected device.
IAB Europe Virtual Programmatic Day H2 2018 SlidesIAB Europe
This document summarizes a virtual programmatic day event hosted by IAB Europe on November 14, 2018. It includes an agenda for sessions on the size and growth of programmatic advertising in Europe, attitudes toward programmatic advertising, transparency and trust in digital advertising, and the impact of GDPR on programmatic advertising. The first session provides data on the rapid growth of the European programmatic advertising market, which reached €12 billion in 2017. It notes that programmatic now accounts for over 60% of digital ad spend and is growing faster in mobile and video. The second session discusses surveys finding that advertisers, agencies and publishers prioritize supply chain transparency, control, and brand safety. The third session defines transparency and outlines efforts by
The Value of Advertising is the first-ever EU-wide report to isolate the economic and social contribution of advertising highlights its ability to drive economic growth across the EU.
It was carried out independent by Deloitte and commissioned by a broad EU advertising industry coalition led by the World Federation of Advertisers and with the participation of IAB Europe.
IAB Europe Report: European Programmatic Market Sizing 2017Romain Fonnier
This report analyzes the European programmatic advertising market in 2017. Some key findings include:
1) The European programmatic ad market was worth €12 billion in 2017, though growth is slowing as the market matures.
2) Over 60% of digital ad spending in Europe is now programmatic.
3) Programmatic direct spending accounts for the largest share of programmatic budgets, followed by programmatic indirect.
4) Programmatic drives the rapidly growing video ad market, which accounts for over 30% of programmatic budgets.
UK advertising spend surpassed £21 billion in 2016, with internet accounting for 46% of total spend. Internet advertising saw a 13.4% increase and was the only medium besides radio to gain market share. Television grew 0.2% while direct mail, magazines, and newspapers all declined between 6-13%. Out of home advertising rose for the sixth consecutive year. While many traditional media continue to lose spend, the rate of decline is projected to lessen going forward.
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
Figures in this report include aggregate display, search, classified, video and mobile advertising data regarding 25 IAB Europe countries. You can find data such as total ad spend (by category), market share, and growth. Country specific data is available as well, such as top 10 Internet Properties and top ad publishers.
Total online advertising spend in 2010 for the 25 countries included in the IAB Europe network reached €17.7 billion. The emerging markets saw the highest overall growth rates (Russia’s digital advertising grew by 37%, Turkey’s by 30%).
Hurriyet Internet Group is 5th largest online media property with about 50% reach in Turkey. Also, hurriyet.com.tr is Turkey's 3rd largest ad publisher. Turkish online ad spend is 13,9% of total ad spend, and it has 11th place in this respect, where England is #1 with 28,7%.
This document summarizes an IAB Europe study on online advertising spend in Europe in 2014. Some key findings include:
- Total online ad spend in Europe reached €30.7 billion in 2014, a 11.6% increase over 2013, driven by double-digit growth in display, video, and mobile advertising.
- The top three markets, UK, Germany, and France, accounted for over half of total online ad spend in Europe. All European markets saw positive online ad growth in 2014.
- Display remained the largest format but grew more slowly than video, which increased by over 25% across most countries. Mobile consolidated as a key driver of display advertising, responsible for about half of its growth.
-
This document summarizes research from the Internet Advertising Bureau (IAB) on how brands spend online and the impact of digital advertising. Some key findings include:
- Brands are spending more online, with a 10% year-over-year increase in the first half of 2010. Display advertising and online video have seen strong growth.
- Exposure to multiple online advertising formats, such as display and search, increases the likelihood users will visit brand websites and progress in the customer journey, such as obtaining a quote.
- Display advertising alone can drive up to 6.7% of exposed users to brand websites within a month or two, much higher than typical clickthrough rates, demonstrating its latent effect on users.
This report provides an overview of communications market trends in the UK. Key points include:
- Communications industry revenue grew slightly to £51.8 billion in 2008, driven by television subscriptions.
- Household spending on communications fell again in 2008, accounting for 4.63% of monthly outgoings.
- Nearly half of UK homes now buy communications services in bundles, such as broadband and TV.
- Advertising revenue declined for some sectors like radio and commercial TV amid the economic downturn.
- Over a quarter of UK homes now have a digital video recorder (DVR), and 15% of viewing for the main channels is time-shifted.
EDAA: European Advertising Consumer Research Report 2016IAB Europe
The document summarizes the key findings of the 2016 European Advertising Consumer Research Report. The report was commissioned by TRUSTe and the European Interactive Digital Advertising Alliance to assess awareness and impact of the European Self-Regulatory Programme for Online Behavioral Advertising. Some of the main findings include:
- Consumer awareness of the Online Behavioral Advertising Icon was highest in Portugal, Greece, and Ireland, ranging from 52-59%. Recognition has increased in most countries since 2015.
- At least 25% of respondents who were aware of the Icon clicked on it in most countries to learn more about ad preferences.
- The Icon is generally understood to relate to managing privacy preferences.
IAB Netherlands report - Online ad spend report 2016IAB Europe
The document is an IAB report on online advertising spend in the Netherlands in 2016. It provides the following key points:
- Online advertising spend increased 11% in 2016, totaling 1.683 billion Euros. Search advertising grew 12% and remained the largest category with 45% market share. Display advertising grew 11% and classifieds grew 9%.
- Mobile, online video, and social advertising grew the fastest at 34%, 25%, and 42% respectively, reflecting increasing time spent on digital platforms. Programmatic advertising grew 20% and now accounts for 33% of display revenues.
- Online advertising is on track to surpass traditional media and become the largest advertising category in the Netherlands as soon as 2017
This document summarizes key points from a presentation on shifting media consumption trends and strategies for media companies. It notes that most legacy media like newspapers and TV have seen declines in time spent and dollars as internet and mobile usage has grown. OTT consumption via devices like Roku is rapidly increasing and projected to be over 2 hours per day on average by 2020. By 2017, connected TV households in the US surpassed cable households. The presentation outlines two big ideas for media companies: 1) Transforming a print-centered newsroom into a video-driven one using existing resources, and 2) Creating an OTT linear streaming channel at a local TV station to generate new audience and revenue. It provides details on implementing these strategies, including
Mark Contreras, CEO of Calkins Media, presented at the OTT Summit on strategies for media companies. He showed that consumption of online and mobile media like OTT has grown significantly while traditional media like newspapers and TV have declined. By 2020, it is projected that Americans will spend over 2.5 hours per day consuming OTT content. Calkins Media has launched two strategies to capitalize on this trend: 1) Transforming its print newsrooms into video-driven operations to produce content for OTT platforms. This involves training journalists and acquiring video equipment. 2) Creating a linear OTT streaming channel on platforms like Roku and Fire TV to generate additional revenue from advertising. Data showed this channel was driving high
The document summarizes key points from a mobile marketing update presentation. It discusses the growth of mobile internet and smartphone usage. Mobile searches are faster than desktop, leading to quicker purchases. The mobile advertising market is growing rapidly and expected to reach £1 billion by 2015 in the UK. Retail brands are increasingly developing mobile strategies.
This document provides a summary of online advertising spend in Europe in 2016. Some key points:
- Total online ad spend in Europe grew 12.3% to €41.9 billion in 2016, with display format growing the fastest at 15.6%.
- The top 10 markets accounted for 77.7% of total spend, led by the UK with €14.2 billion, more than double the next largest, Germany.
- Growth was strongest in smaller Central and Eastern European markets like Romania, Slovenia and Ireland, while Western European markets saw more modest single-digit growth.
- Mobile advertising continued to rise rapidly, accounting for one-third of search spending and nearly one-quarter of display
The document summarizes the key findings of the 2015 Hungarian Digital Ad Spend Study conducted by IAB Hungary. The following are the main points:
- Total digital ad spend in Hungary reached 56.17 billion HUF in 2015, a 14% increase over 2014, marking steady double-digit annual growth.
- Digital ad spend surpassed television to become the largest advertising segment. It also exceeded 50 billion HUF for the first time.
- The biggest segments were display (23.24 billion HUF) and search (22.26 billion HUF), growing 11% and 16% respectively. Mobile ad spend doubled to 9.34 billion HUF.
- Ad spending on local and global
The document analyzes how advertising impacts the Romanian economy. It finds that advertising has a significant positive impact on the FMCG industry, where increases in TV advertising expenditure correlate with increased turnover. However, in more mature mass-market industries, only minor variations in TV exposure have little impact on turnover. Overall, the advertising industry represents 3% of management positions but impacts a consumer market worth 50 billion Euros, or 33% of Romania's GDP.
The document provides a case study and business plan for an Indian telecom organization, XYZ, to enter the telecom market in the UAE. It includes an agenda, background research on the UAE market structure and major operators, a SWOT analysis, and a marketing penetration strategy. The strategy proposes a prepaid pricing model to differentiate XYZ and target youth, with an initial $70 million marketing budget focused on quirky advertising.
FWCE Cracking the Programmatic Conundrum White PaperIAB Europe
This document outlines three strategic approaches being taken by premium video broadcasters and pay TV operators to incorporate programmatic trading:
1. Using programmatic advertising to grow local markets by lowering barriers for new advertisers and allowing targeted campaigns.
2. Automating inventory management processes to make more inventory available through private marketplaces, reducing risk for direct sales commitments.
3. Harnessing programmatic technology and data to boost the overall value of the upfront market by forecasting demand and pricing inventory dynamically closer to air dates.
The benefits of embracing strategic programmatic include broadening the advertiser base, making inventory usage more efficient, and optimizing revenue without undue risk. Programmatic should be adopted carefully considering
The IAB and PwC have released the digital ad spend which Odyssey Mobile were involved in. Topline results are: digital advertising grew by 15.2% on a like for like basis to reach £6.3billion in 2013, with mobile growing 93.3% passing the £1billion mark to reach £1.031billion.
StreamKey empowers the world’s top brands reaching their most valuable target audience across TV and digital video with wide range of inventory coverage around the globe.
Using our unique optimization and targeting technology we helps advertisers, publishers and content owners to optimize their profits and performance on any connected device.
IAB Europe Virtual Programmatic Day H2 2018 SlidesIAB Europe
This document summarizes a virtual programmatic day event hosted by IAB Europe on November 14, 2018. It includes an agenda for sessions on the size and growth of programmatic advertising in Europe, attitudes toward programmatic advertising, transparency and trust in digital advertising, and the impact of GDPR on programmatic advertising. The first session provides data on the rapid growth of the European programmatic advertising market, which reached €12 billion in 2017. It notes that programmatic now accounts for over 60% of digital ad spend and is growing faster in mobile and video. The second session discusses surveys finding that advertisers, agencies and publishers prioritize supply chain transparency, control, and brand safety. The third session defines transparency and outlines efforts by
The Value of Advertising is the first-ever EU-wide report to isolate the economic and social contribution of advertising highlights its ability to drive economic growth across the EU.
It was carried out independent by Deloitte and commissioned by a broad EU advertising industry coalition led by the World Federation of Advertisers and with the participation of IAB Europe.
IAB Europe Report: European Programmatic Market Sizing 2017Romain Fonnier
This report analyzes the European programmatic advertising market in 2017. Some key findings include:
1) The European programmatic ad market was worth €12 billion in 2017, though growth is slowing as the market matures.
2) Over 60% of digital ad spending in Europe is now programmatic.
3) Programmatic direct spending accounts for the largest share of programmatic budgets, followed by programmatic indirect.
4) Programmatic drives the rapidly growing video ad market, which accounts for over 30% of programmatic budgets.
UK advertising spend surpassed £21 billion in 2016, with internet accounting for 46% of total spend. Internet advertising saw a 13.4% increase and was the only medium besides radio to gain market share. Television grew 0.2% while direct mail, magazines, and newspapers all declined between 6-13%. Out of home advertising rose for the sixth consecutive year. While many traditional media continue to lose spend, the rate of decline is projected to lessen going forward.
The 2016 EMEA Benchmarks Report provides brands and agencies with key insights into the complex world of converging TV and digital video. Whilst broadcast TV continued to command the lion’s share of media spend in all European markets, digital video investments
were at an all-time high.
Figures in this report include aggregate display, search, classified, video and mobile advertising data regarding 25 IAB Europe countries. You can find data such as total ad spend (by category), market share, and growth. Country specific data is available as well, such as top 10 Internet Properties and top ad publishers.
Total online advertising spend in 2010 for the 25 countries included in the IAB Europe network reached €17.7 billion. The emerging markets saw the highest overall growth rates (Russia’s digital advertising grew by 37%, Turkey’s by 30%).
Hurriyet Internet Group is 5th largest online media property with about 50% reach in Turkey. Also, hurriyet.com.tr is Turkey's 3rd largest ad publisher. Turkish online ad spend is 13,9% of total ad spend, and it has 11th place in this respect, where England is #1 with 28,7%.
This document summarizes an IAB Europe study on online advertising spend in Europe in 2014. Some key findings include:
- Total online ad spend in Europe reached €30.7 billion in 2014, a 11.6% increase over 2013, driven by double-digit growth in display, video, and mobile advertising.
- The top three markets, UK, Germany, and France, accounted for over half of total online ad spend in Europe. All European markets saw positive online ad growth in 2014.
- Display remained the largest format but grew more slowly than video, which increased by over 25% across most countries. Mobile consolidated as a key driver of display advertising, responsible for about half of its growth.
-
This document summarizes research from the Internet Advertising Bureau (IAB) on how brands spend online and the impact of digital advertising. Some key findings include:
- Brands are spending more online, with a 10% year-over-year increase in the first half of 2010. Display advertising and online video have seen strong growth.
- Exposure to multiple online advertising formats, such as display and search, increases the likelihood users will visit brand websites and progress in the customer journey, such as obtaining a quote.
- Display advertising alone can drive up to 6.7% of exposed users to brand websites within a month or two, much higher than typical clickthrough rates, demonstrating its latent effect on users.
This report provides an overview of communications market trends in the UK. Key points include:
- Communications industry revenue grew slightly to £51.8 billion in 2008, driven by television subscriptions.
- Household spending on communications fell again in 2008, accounting for 4.63% of monthly outgoings.
- Nearly half of UK homes now buy communications services in bundles, such as broadband and TV.
- Advertising revenue declined for some sectors like radio and commercial TV amid the economic downturn.
- Over a quarter of UK homes now have a digital video recorder (DVR), and 15% of viewing for the main channels is time-shifted.
EDAA: European Advertising Consumer Research Report 2016IAB Europe
The document summarizes the key findings of the 2016 European Advertising Consumer Research Report. The report was commissioned by TRUSTe and the European Interactive Digital Advertising Alliance to assess awareness and impact of the European Self-Regulatory Programme for Online Behavioral Advertising. Some of the main findings include:
- Consumer awareness of the Online Behavioral Advertising Icon was highest in Portugal, Greece, and Ireland, ranging from 52-59%. Recognition has increased in most countries since 2015.
- At least 25% of respondents who were aware of the Icon clicked on it in most countries to learn more about ad preferences.
- The Icon is generally understood to relate to managing privacy preferences.
IAB Netherlands report - Online ad spend report 2016IAB Europe
The document is an IAB report on online advertising spend in the Netherlands in 2016. It provides the following key points:
- Online advertising spend increased 11% in 2016, totaling 1.683 billion Euros. Search advertising grew 12% and remained the largest category with 45% market share. Display advertising grew 11% and classifieds grew 9%.
- Mobile, online video, and social advertising grew the fastest at 34%, 25%, and 42% respectively, reflecting increasing time spent on digital platforms. Programmatic advertising grew 20% and now accounts for 33% of display revenues.
- Online advertising is on track to surpass traditional media and become the largest advertising category in the Netherlands as soon as 2017
This document summarizes key points from a presentation on shifting media consumption trends and strategies for media companies. It notes that most legacy media like newspapers and TV have seen declines in time spent and dollars as internet and mobile usage has grown. OTT consumption via devices like Roku is rapidly increasing and projected to be over 2 hours per day on average by 2020. By 2017, connected TV households in the US surpassed cable households. The presentation outlines two big ideas for media companies: 1) Transforming a print-centered newsroom into a video-driven one using existing resources, and 2) Creating an OTT linear streaming channel at a local TV station to generate new audience and revenue. It provides details on implementing these strategies, including
Mark Contreras, CEO of Calkins Media, presented at the OTT Summit on strategies for media companies. He showed that consumption of online and mobile media like OTT has grown significantly while traditional media like newspapers and TV have declined. By 2020, it is projected that Americans will spend over 2.5 hours per day consuming OTT content. Calkins Media has launched two strategies to capitalize on this trend: 1) Transforming its print newsrooms into video-driven operations to produce content for OTT platforms. This involves training journalists and acquiring video equipment. 2) Creating a linear OTT streaming channel on platforms like Roku and Fire TV to generate additional revenue from advertising. Data showed this channel was driving high
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
Go to Market Plan for new OTT players in IndiaSuman Mishra
This document outlines a growth plan to achieve 10 million monthly active users for a new over-the-top (OTT) player in India. It identifies key customer segments including those without internet access or using feature phones. The plan involves developing offline and desktop versions to access users without internet. It also recommends driving traffic from non-users to the landing page through advertisements and partnerships. Additional strategies include simplifying the signup process, engaging users through notifications and new content, and making the product viral by integrating with contacts and allowing sharing through alliances.
Content marketing is still hot. The bad news: many marketers think content marketing is about spamming people on social networks. I disagree with this approach. In this deck, I am sharing my 10 insights on content creation, based on my own experiences and best practices. But this is an unfinished document, I would love to receive input from other people in the field and I'd be happy to add their content tips into this deck.
AppFlood Global Mobile Android Advertising Insights Q2 2014PapayaMobile
AppFlood published its AppFlood Global Mobile Android Advertising Insights for Q2 2014, which dives into industry insights into mobile ad spend, eCPMs, and the state of the global mobile industry. AppFlood's report announces the second quarter's mobile ad metrics, and reveals that China's ticket to the western markets are easy-to-localize apps in the productivity and personalization app store categories. As growing mobile marketing budgets fuel China's global expansion efforts into emerging markets, China is fueling the maturation of these developing mobile markets including Asia, the Middle East, Latin America, and Africa.
This document summarizes research from the Internet Advertising Bureau (IAB) on online brand planning and the customer conversion journey in the travel sector. It finds that:
1. Total UK online display advertising spend grew 10% in the first half of 2010, with video formats and large brand-friendly units driving increased spending by consumer brands.
2. Personalized, innovative, and useful mobile ads are key current trends, with mobile expected to overtake desktop internet usage within 4 years.
3. Research on customer journeys found that around a quarter of visitors to travel brand websites at least obtained a quote, and display advertising positively impacted subsequent online activity and website visits.
Nicky Iapino discusses the growth of mobile internet and performance marketing. Research shows mobile internet is growing faster than desktop internet ever did. A case study is presented showing how driving mobile traffic to a Vodafone call center converted users to customers. Mobile advertising revenues in Western Europe are predicted to grow over 100% annually through 2013. The document advocates that all marketers should be thinking about mobile opportunities.
Introduction To Online Media Planning And BuyingIngenium People
The document provides an overview of online media planning and buying. It discusses the growth of the online advertising market and different types of online advertising formats and channels. Key points covered include the increasing proportion of online adspend, the importance of accountability in online marketing, and how to effectively use paid search, display advertising, social media, and other digital channels.
The document provides an agenda and overview for a training session on online media planning and buying. It discusses the presenter's experience, the current state of the UK online advertising market, different types of online advertising solutions, and how to measure success. Key points covered include the growth of the UK online ad market to over £3 billion in 2008, with display, search, and classifieds being the largest segments. The document also outlines the roles of media agencies and creative agencies in developing online strategies.
Расходы компаний на рекламу в сети впервые стали больше, чем на продвижение через другие СМИ. Такие результаты нового исследования европейского подразделения компании iAB. Онлайн-рынок в данной отрасли вырос на 13,1% за последний год и достиг 36,2 млрд евро, объем тв-рынка составил 33,3 млрд евро.
1. The document summarizes key trends in the mobile advertising industry based on an analysis of mobile advertising data by PubMatic.
2. Some of the key trends discussed are that mobile CPMs are higher than desktop and growing faster, the Asia-Pacific and Latin America regions represent the fastest growing mobile advertising opportunities, and Apple app inventory is increasing the fastest in volume and price.
3. Private marketplaces command significantly higher CPMs, around 5-6x for mobile and 3-4x for desktop, compared to non-private marketplace inventory.
Adex benchmark 2014 de IAB Europa - Inversión publicitaria online en EuropaIAB México
The document provides an analysis of online advertising expenditure in Europe in 2014. Some key findings include:
- Total online advertising spend in Europe was €30.7 billion in 2014, an increase of 11.8% from 2013.
- Display advertising grew the fastest at 15.5% and was worth €10.9 billion. Paid search grew 11.2% to €14.8 billion. Classifieds grew 5.8% to €4.9 billion.
- Mobile display advertising grew 72.7% while mobile search averaged 17.5% of paid search spend across 11 markets. Online video advertising grew 39.3%.
- The top 10 markets by online ad spend were led by the
The document provides an analysis of online advertising expenditure in Europe in 2014. Some key findings include:
- Total online advertising expenditure in Europe was €30.7 billion in 2014, an increase of 11.8% from the previous year.
- Twenty seven European markets participated in the study, with twenty markets achieving double-digit growth rates.
- Display advertising saw the highest growth at 15.5% and had a total value of €10.9 billion. Paid search grew 11.2% to €14.8 billion and classifieds/directories grew 5.8%.
- Both mature markets like the UK (14.3% growth) and less developed markets like Greece (16.
The document provides an analysis of online advertising expenditure in Europe in 2014. Some key findings include:
- Total online advertising spend in Europe was €30.7 billion in 2014, an increase of 11.8% from 2013.
- Display advertising grew the fastest at 15.5% and was worth €10.9 billion. Paid search grew 11.2% to €14.8 billion while classifieds grew 5.8% to €4.9 billion.
- Mobile display advertising grew 72.7% while online video advertising grew 39.3%. The UK, Germany, and France were the largest online advertising markets.
- Mobile device ownership in the UK has grown significantly, with smartphone ownership reaching 67% in 2013. Tablet ownership has also doubled in the last year.
- Mobile advertising spend in the UK has grown strongly, with over £1 in every £10 of digital advertising now being spent on mobile. Mobile display advertising saw particularly strong growth between 2011-2012.
- Major publishers are seeing nearly half of their online content being consumed via mobile devices. Many companies also report a significant portion of online sales coming through mobile.
- Successful mobile marketing examples demonstrate using mobile to enhance other media like print, outdoor, and driving in-store purchases. The future will require completely adjusting strategies to focus on mobile.
- Mobile device ownership in the UK has grown significantly, with smartphone ownership reaching 67% in 2013. Tablet ownership has also doubled in the last year.
- Mobile advertising spend in the UK has grown strongly, with £1 in every £10 of digital ad spend now on mobile. Mobile display advertising, in particular, saw large growth between 2011-2012.
- Major publishers are seeing nearly half of their online content consumption on mobile and tablet devices. Many brands are seeing a significant portion of online sales and traffic coming from mobile.
- Examples are shown of mobile campaigns that integrated with other channels like outdoor, print, and in-store to drive awareness and purchases.
- By 2013, the majority of search
The document discusses Todacell Ltd, a mobile ad network company. It outlines the large growth opportunity in mobile advertising. Todacell offers targeted mobile display ads and end-to-end ad management. It has publisher and advertiser clients and has seen key growth indicators like eCPM rise dramatically through optimization. The company was founded in 2007 and has since raised $2.1 million in funding rounds.
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
Merhabalar,
Online yatırımlarının gitgide arttığı ve basından pay almaya devam ettiği ortamda online yatırımılarını daha yakından inceleyen bir rapor dikkatimizi çekti.
AdEx 2010 Avrupa Online Reklam Yatırımı Raporu, IAB (Interactive Advertising Bureau) tarafından Türkiye’nin de arasında bulunduğu Avrupa’daki 25 ülkenin ulusal IAB’lerinden toplanan datalarla hazırlanmıştır.
Belirtilen tutarlar reklamverenlerin brüt yatırımlarını temsil etmektedir.
Araştırmada dijital reklamın 3 elemanına yer verilmiştir;
• Display (her türlü banner, video / rich media, GDN display, mobil...)
• Search (adwords dahil, GDN display hariç)
• Seri ilanlar
Özet bulgular;
• IAB ağı içindeki bu ülkelerin 2010 online dijital reklam yatırımı 17.7 milyar €’ya ulaşarak 2009’a göre % 15,5’lik bir büyüme göstermiştir.
• Avrupa bölgesi 2010 yılında da online reklam yatırımı olarak A.B.D.’nin gerisinde kalmıştır.
• Emerging markets, yani gelişmekte olan pazarlar kategorisinde bulunan Türkiye ise 2010 yılında %30’a varan büyüme göstermiştir.
• Global dijital reklam pazarında gelişmekte olan pazarlar 2010’da en yüksek büyümeyi gösterdi.
• Bu büyüme Türkiye’de 271 milyar € yatırımla %30 olup Türkiye’yi 2. sıraya yerleştirirken, Rusya’yi ise %37 ile 1. sıraya yerleştiriyor.
• Türkiye’de internet reklam yatırımında dominant olan eleman %47,3 oranla display reklam.
• WARC’un mecra bazlı yatırım dağılımı verilerine göre hazırlanan analizde ise Türkiye %13,9’luk online yatırım payıyla 25 ülke arasında 11. sırada. Bu sıralamaya göre İngiltere %28.7’lik payla birinci.
• 2010 yılında search 7,94 milyar €’luk yatırımla Avrupa’da hala en büyük dijital reklam elemanı olmayı sürdürmekte. Search 2010 yılında %15,6’lik büyüme göstermiştir.
• Gelişmekte olan pazarlarda da search önemli artış göstermiştir. En yüksek büyümeyi gösteren ülkeler Rusya, Macaristan, Türkiye, Bulgaristan ve Romanya olmuştur. Türkiye’de search’ün büyüme oranı %41’in üzerinde. Bu alanda en yüksek yatırımı yapan ülke ise İngiltere.
• Display’e yapılan yatırım 5,80 milyar €. En yüksek büyümeyi gösteren ülkeler arasında Türkiye yaklaşık %23’lük büyüme payı ile ilk 5 ülke arasında. 2010 Türkiye display yatırımı 129 milyon €. Bu alanda en yüksek yatırımı yapan ülke Almanya.
• Display’in içinde yer alan mobil display’de Türkiye 16,9 milyon € yatırımla İngiltere ve İtalya’dan sonra en yüksek yatırım yapan ülke. Fakat Türkiye’de mobil display’in toplam display’in içindeki payı %2,2 olup ortalamanın altındadır.
• Gene display’in içerisinde sayılan video yatırımında İngiltere ilk sırada, Türkiye ise sıralama arasında yer almamaktadır.
IAB EUROPE 2010 (European Advertising Expenditure)Pablo Morales
This report analyzes digital advertising expenditure across 25 European markets in 2010. Total online advertising spend reached €17.7 billion, an increase of 15.4% from 2009. Display advertising saw the largest growth of 21.1% to €5.8 billion, outperforming the 15.6% growth of search advertising which reached €7.9 billion. Classifieds & directories grew 7.5% to €3.9 billion. Emerging markets saw the highest growth rates while many established markets grew above the European average, demonstrating the resurgence of digital advertising across the region in 2010.
IAB Europe Ad Ex2010 Online Adspend study IAB México
The European online advertising market grew 15.4% in 2010 to €17.7 billion, outperforming total ad markets. Display advertising saw the largest surge, growing 21.1% to €5.8 billion as it benefited from innovations in mobile, video, and social formats. Search grew 15.6% to €7.9 billion. Classifieds & Directories increased 7.5% to €3.9 billion. Emerging markets saw the highest growth rates while many established markets grew above the European average, demonstrating the continued strength and potential of digital advertising.
The document summarizes the Mobile Marketing Association's (MMA) efforts to promote and support the growth of mobile marketing. It discusses:
1) The MMA's work studying mobile marketing campaigns through its SMoX research program, which has found that optimizing mobile channels can double sales and allocating 12-20% of budgets to mobile increases brand metrics and sales 7-60%.
2) The launch of the MMA Assessment & Tracking Tools (MATT) initiative to help marketers better measure campaign results and attribute effects across channels through multi-touch attribution (MTA). MATT is developing best practices, education, and tools around MTA.
3) Most marketers expect to adopt MTA within
Nasmedia is poised to become Korea's largest digital media representative in 2017 with 20% market share. The acquisition of N Search Marketing in 4Q16 extended Nasmedia's coverage to all areas of digital advertising, including programmatic buying and mobile video ads. Nasmedia's 3Q16 revenue grew 37% YoY, beating expectations, driven by strong mobile and IPTV advertising growth. The report maintains a Buy rating on Nasmedia, raising the target price to W65,000 based on 2017 EPS growth of 52% and limited dilution from the rights issue.
Similar to IAB Review of UK Mobile Ad Spend 2009 (20)
Surveys for Public Relations agencies is a document about how PR agencies can use Fly to help them with their work. Fly assists PR agencies by helping them reach headlines and meet deadlines through surveys. The document suggests PR agencies trust Fly to help them with important tasks.
Brand awareness comes as part of growing upFlyResearch
1) A study by marketing research firms Fly Research and Discovery Research examined how children aged 6-11 perceive brands.
2) The study found that children have high awareness of food and drink brands like Coca-Cola and Pepsi, as well as brands like Disney, Apple, Nike and Adidas.
3) It also found that as children get older from 6-11, their preferences shift from child-focused food brands to more "adult" brands like Blackberry, Apple, J2O and Doritos.
- Tweens and young teens are more conservative in their online habits than many marketers perceive, relying mainly on Facebook, YouTube, and MSN. Their online behavior is often influenced by peers at school.
- While tweens may talk knowledgably about social media, research shows they are not sophisticated users and their online activities are limited in scope. TV remains the primary way they encounter major brands.
- As teens get older from mid-teens to late teens, they become more experienced online. But talking to other teens remains very influential in shaping their interests and opinions. Honest and genuine communication works best with this age group.
Getting onside with consumers - Market LeaderFlyResearch
Smartphones are becoming ubiquitous, with nearly half of mobiles having smartphone capabilities. This presents opportunities for marketers to engage consumers through useful apps. A survey found consumers are open to reciprocal engagement through apps that provide value, like Jamie Oliver's recipe app. The iPhone dominates the smartphone market, comprising 17% globally. Smartphone users download an average of 5.5 apps per month, mostly games but also for social media and shopping assistance. Marketers should recognize smartphones' engagement potential through "always on" and "always with" accessibility.
The document summarizes a study on young adults' drinking behavior that was conducted using mobile surveys. Researchers sent daily text messages with links to short surveys about participants' drinking that day to gather real-time data over a week. 186 young adults ages 18-24 completed the full study. Key findings included that Friday night was the most popular night for drinking, most had 5 or fewer drinks per night, and lager was the most common drink. The mobile method engaged participants, provided quick results, and gathered richer behavioral data than traditional surveys.
Mobile research webinarwithfly-f-9june1020FlyResearch
The mobile phone has long been touted as "the next big thing" for research. But beyond the technical advances, improved coverage and practical experience acquired, there is a new stimulant: market demand. Research respondents simply aren't engaging through traditional techniques the way they used to, and the mobile phone meets their demands for convenience and the ability to select the time and place to share their opinions. Drawing on learnings from Globalpark's annual Mobile Research Conference, research-on-research and practical experience, Globalpark and Fly Research outlined:
. What mobile research is and why it's important
. The opportunities and challenges it presents
. The importance of mobile panels
. Real-world examples of applied mobile research
. Best practices to reap rewards and minimize risk
Research and case studies have shown that mobile can be the best (and sometimes only!) way to capture feedback from individuals, and engage them on a more personal level for enriched insights.
Brands & Teens | Mobile Research Study | April 2010FlyResearch
Using an innovative mobile diary methodology we set out to uncover what impact (if any) 10 top brands had on teens as they went about their every day lives.
The presentation shows our topline results and the lessons for brands interested in teen customers.
20. 2009 total mobile ad spend breakdown Source : IAB / PwC mobile display ad spend survey 2009; search spend figure derived from modelling and industry estimates Total market £37.6m (50%) (41%) (4%) (4%) (1%) (2008 % share figures)
21. Growth for most formats Source : IAB / PwC mobile display ad spend survey 2009; search spend figure derived from modelling and industry estimates + 26% -47% + 26% +41% + 17%
22. 2009 total mobile display breakdown Source: IAB / PwC mobile display ad spend survey 2009 Total display £17.4m (9%) (82%) (2008 % share figures) (7%) (2%)
23. 2009 display revenue by quarter Source: IAB / PwC mobile display ad spend survey 2009 36% Q4 - 36% higher than next nearest quarter
24. Every quarter showed growth Source: IAB / PwC mobile display ad spend survey 2009 +28% +10% +20% +36%
25. Industry sector display market shares Source: PricewaterhouseCoopers / Internet Advertising Bureau IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC. Data excludes unclassified, multi-advertiser and misc figures and covers 55% of mobile display revenues in 2009 . Based on 55% of total display ad spend
26.
27. “ We’ve seen brands’ interest and confidence in mobile increase rapidly over the past 6 months, we’re making it a cornerstone of our activity as the time of mobile has already arrived ” Oliver Newton Head of Emerging Platforms I-Level
28. “ Despite the tough economic climate in 2009, we have seen many brands spending on mobile for the first time indicating the growing importance of this channel in reaching a large engaged consumer audience with the right message in the right place and at the right time ” Ed Laws Director Yahoo! mobile marketplace, EMEA
44. Disclaimer The IAB retained PricewaterhouseCoopers LLP (the UK firm) (‘PwC’) to compile the mobile adspend figures collected by the IAB from its members in January through April 2009 and to deliver to the IAB the topline figures collated from this review; PwC has not verified the information which it received from the IAB, and provides no opinion or other form of assurance with respect to such information. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, neither the Interactive Advertising Bureau UK (the ‘IAB’) nor any of the IAB’s contributors/subcontractors accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
Editor's Notes
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28% growth in mobile internet users in 2008
For the first wave we don’t have enough information to break out figures by advertiser category
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TITLE Keep titles short and exciting Title font is Helvetica 54, normal and pink Key title points increase x 3 to 72 Reduce the font size in the event of longer titles Names Helvetica, bold, dark orange, 28 Job Titles Helvetica, bold, grey, 18
We are at a crucial stage for advertisers. The cost to enter mobile and experiment is still relatively low, but rapid growth is coming. If you wait, you will be left behind.
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