This document summarizes the success of online advertising in the UK. It notes that in the first half of 2009, online advertising revenues overtook TV revenues for the first time, increasing 4.6% year-over-year to ยฃ1.752 billion. Online advertising reached a record ยฃ920 million in Q1 2009 and accounted for 23.5% of total ad spending in H1 2009, up from 18.7% in H1 2008. The UK has seen continued growth in both online audiences and broadband penetration. Key factors contributing to the success of online advertising in the UK include its accountability through measurable metrics like search, its popularity among "early adopter" categories like cars and tech, the rise of video and rich
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9. H1 2009 market share 23.5%
(18.7% in H1 2008)
% share of revenues for January to June 2009
3.3%
Internet
1.0%
11.0% 4.8%
Television
4.4%
Press Display
11.5% Direct Mail
Press Classified
Total advertising
market 23.5% Outdoor
ยฃ7.466bn Directories
18.5%
Radio
Cinema
21.9%
IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC.
Data excludes unclassified figures.
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
10. Online only medium showing growth in H1 2009
Year on year growth for H1 2009
Total advertising market
growth = -16.6% 4.6%
-7.8%
-15.6% -14.5%
-16.1%
-22.0% -20.4%
-25.0%
-37.3%
Press Directories Outdoor Press TV Radio Direct Mail Cinema Internet
Classified Display
Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories.
11. The largest 6 countries make up 81% of
the total
Total by Country 2008 and 2007
โฌ 2,889
UK โฌ 3,441
โฌ 2,501
Germany โฌ 2,975
โฌ 1,537
France โฌ 1,821
โฌ 729
Netherlands โฌ 794
โฌ 667
Italy โฌ 799
โฌ 497
Spain โฌ 628 2007
Sweden โฌ 442 2008
Denmark โฌ 415
โฌ 282
Norway โฌ 345
Belgium โฌ 286 Source: IAB Europe/PwC ยฉ
12. UK is 10 points ahead of the US
Online has established itself as a main medium with a share
of 20% and more in several countries
Spend on online as a percentage of all
media spend by country
Denmark 24.4%
UK 23.1%
Norway 21.1%
Sweden 19.5%
Netherlands 18.0% USA
France 16.1% at
Germany 15.2%
12.7%
13%
Poland
Finland 11.5%
Hungary 10.8%
Belgium 10.5%
Spain 8.9%
Italy 8.7% Source: IAB Europe/PwC, WARC
Austria 6.8%
Greece 2.1%
Note: This is based on WARC main media spend data, excluding internet with IAB ad spend added back in
14. Number of internet users* in the UK
36.4m 17.8m
34.7m
15.3m
73% 49%
44% 49%
71% UK Pop 44% online
online Online
UK Pop Online pop
pop Pop
Pop
Jul- Dec 2008 Jun - Jan 2009
Jul- Dec 2008 Jun - Jan 2009
Internet users going online
Number of people online
more than once a day
Source: NRS UKOM: Jul-Dec 2008; Jan โ June 2009; *adults using the internet at least once in the last 12 months
16. Majority of broadband services are now above 2 MB
2009 7% 92%
< 2MB
2008 6% 24% 70%
2 MB
>2 MB
2007 19% 34% 47%
0% 20% 40% 60% 80% 100%
56% of home broadband users have used wireless broadband
at home in the last month (May 2009)
Re-Based: All Internet users aged 15+ who
Source: BMRB Internet Monitor May 2007; May 2008; May 2009
know their broadband connection speed
17. Online second only to TV
% of media time for all internet users
Weekdays
5
6
35
25
Saturdays Sundays
4
29
7 4 7
TV 18
19 47
45 Internet
Radio
Newspapers
Magazines 24
25
Source: BMRB Internet Monitor, May 2009 Base: All Internet users aged 15+
18. The broadband leaderboard
France 92%
Spain 90%
Germany 88%
United Kingdom 88%
Italy 82%
Switzerland 69%
Source: Nielsen Online, September 2009
21. The digital media mix
% share of revenues for H1 2009
Display
Classifieds
18.1% Paid for search
Solus Email
19.2% Half year total
62.6%
ยฃ1,752.1m
IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC.
Data excludes unclassified figures.
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
22. Search is the gateway to brands
โข Engagement
โข Purchase
โข Registration
โข Retention
โข Awareness
โข PR
24. More methods of accessing search
Mobile search
โข Locations
โข Price comparisons
โข News
โข Sport
โข Weather
โข Video
โiPhone is already driving unheard-of levels of mobile internet usage, and the
introduction of flat rate data tariffs is expected to increase this further.โ Vivek
Dec, O2
27. Display Sector Market Shares
Technology 19.1%
Telecomms 13.3%
Finance 13.2%
Entertainment & the Media 11.8%
Travel & Transport 9.5% Based on 86% of total
display ad spend
Automotive 9.4%
revenues
Consumer Goods 8.1%
Retail 6.1%
*
Government, social, poiltical
4.0%
organisations
H1 2009
Business and Industrial 3.5%
IAB estimates for industry sector shares are based on samples of categorised net revenue from key IAB members provided by PwC.
Data excludes unclassified figures and covers 85.5% of online revenues in H1 2009.
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
28. And 5 years agoโฆ.
Finance 19.4%
Technology 13.5%
Travel & Transport 11.8%
Automotive 10.8%
Entertainment & Media 8.1%
Consumer goods 4.8%
Telecoms 4.0%
Retail 2.8%
Business & Industrial 1.6%
Gardening & Agriculture 1.5%
Govt & other organisations 1.1%
Consumer-to-consumer Classifieds 0.5%
Leisure 0.4%
IAB estimates for actual ad spend by industry are based on samples of categorised revenue from key IAB members provided by PwC.
The ranking now shows Telecoms as a separate category (previously included in Business & Industrial).
Data excludes unclassified figures.
Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
34. TV Advertising & Online Advertising
Are More Effective When Used Together
35. Impressions of Uniqueness Are Greatly Improved
% Agree: โThis brand offers something unique from other brandsโ
Seen TV only or Online only Seen Both Seen Neither TV nor Online
= Significantly higher
= Significantly different to 79
group whoโve seen neither TV
nor Online 66
57
52
38
30
23
17 15
Finance category average Car category average FMCG category average
Uplift among
those exposed to +21% +27% +13% points
both TV + Online points points
:
36. TV & Online Ads Together Raise
Purchase Consideration
% Agree: โI am likely to buy/use this brand in the futureโ
Seen TV only or Online only Seen Both Seen Neither TV nor Online
= Significantly different to group
whoโve seen neither TV nor Online
77
= Significantly higher 69
56
51
45
25 25
19 18
Finance category average Car category average FMCG category average
Uplift among +20% +26% +8%
those exposed to points points points
both TV + Online
:
Base : 16-34 ads main shoppers (1,004)