Iab intro and brand planning online

Introduction & Brand Planning Online

Upcoming IAB events and research

Events & Training

• Mobile Planning Seminar – 18th January – 9am – FREE

• Research Breakfast – 19th January – 9am – FREE

Research

• Launching a brand online – Starbucks VIA – Q1 2010

• Students Online – Q1 2010

• The benefits of behavioural advertising – Q1 2010

www.iabuk.net

BRAND PLANNING ONLINE

Brands spending more online

£1,968.6mmarket in H1 2010

An increase of £209m year-on-year

10% increaseon a like-for-like basis

Source: PwC / Internet Advertising Bureau, The Advertising Association / WARC

The digital media mix

19%

19%60%

2% Display

Classifieds

Paid for search

Other

Source: PwC / Internet Advertising Bureau / WARC

% share of revenues for the H1 2010

H1 2010total

£1,968.6

NB: Other includes Lead Generation and Solus E-mail

The display digital media mix

71%7%

5%

4% 3%

3%3%

2%1%

Banners / Embedded - £272.2m

Display affiliate - £27.1m

Pre-post roll - £20.7m

Sponsorships - £16.4m

Display ads on email - £12.7m

Interruptive formats - £11.9m

Tenancies - £10.3m

Other display - £6.8m

Dynamic in-game - £3.3m

Source: PwC / Internet Advertising Bureau / WARC

H1 2010

display total

£380.9m

% share of display revenues for H1 2010

Video shows market beating growth

3.9

7.8

11.4

16.9

20.7

H1 2008 H2 2008 H1 2009 H2 2009 H1 2010

Source: PwC / Internet Advertising Bureau

Pre/mid/post roll grown X 5 in 2 years

Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

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 72% of online display revenues in H1 2010.

Share of spend by Consumer Goods advertisers has grown

H1 2009 Share of Display

Finance 15%

Telecoms 14%

Entertainment & Media 13%

Travel & Transport 11%

Consumer Goods 9%

Automotive 8%

Property 8%

Technology 8%

Retail 7%

Gov & Social 5%

H1 2010 Share of Display

Entertainment & Media 14%

Finance 13%

Consumer Goods 12%

Telecoms 11%

Travel & Transport 10%

Technology 9%

Retail 8%

Business & Industrial 8%

Automotive 7%

Gov & Social 4%

Top 20 online display advertisers

Source: Nielsen Media Research Jan – Jun 2010

Brand = 5% in 2008

61%

19%

15% 5%

Brand Advertising Online 2008

Search Classified Display Direct Response Display Brand

Brand = 12% in 2010

58%

3%

18%

1%

12% 8%

Brand Advertising Online 2010

Search Direct Response Search Brand Classified Direct ResponseClassified Brand Display Direct Response Display Brand

Why?

1 - The rise of large brand friendly display formats

Why?

2 – Increased use of online video ads

Online video audience

• 35.1 million unique viewers

• 6.65 billion videos viewed

• 561.7 million hours of video viewed

• 16 hours per person per monthSource: ComScore September 2010

Pre-Roll Video Clip Post-Roll

State of mind: ReflectiveAttention: LowerAd Recall: 37% Completion: 42%

BASE: 4459. All exposed to advertising

Mindset influences recall

State of mind: ExpectantAttention: HigherAd Recall: 44% Completion: 61%

Significance of daypart and location

State of mind: AttentiveBehaviour: Restricted

Evening

State of mind: DistractedBehaviour: Exploratory

Daytime

Focused attention Willing to explore

RESPONSECAMPAIGN

BRANDINGCAMPAIGN

Why?

3 – It’s easier to plan & buy online media

31,000 People at home

4,000 People at work

UKOM demographic information

Gender & age (2+)

Household size & Income

Region

Social grade & Acorn groups

Main shopper

Life plans – new car, home improvements

November 2010 stats

Source: UKOM November 2010

Measurement November 2010

Active internet users

37.2 million

Sessions per person

46.5

Sites per person 98

Time per person 21 hours 55 mins

Pages per person 2,724

Top 10 sites for reach – no surprises

Site Audience (000’s)

google.co.uk 31,800

facebook.com 25,530

google.com 22,241

bbc.co.uk 20,826

amazon.co.uk 19,594

youtube.com 18,524

ebay.co.uk 18,007

yahoo.co.uk 17,127

live.com 15,726

wikipedia.org 15,162

Source: UKOM November 2010

Example UKOM data

AB Women aged 45+

Source: UKOM September 2010

NameUnique Audience (000)

Comp Index By Unique Audience

Coverage (%)

AmericanGreetings.com Network 69 307 2.9Times Educational Supplement (TES) 84 296 3.5Guardian.co.uk Life & Style 107 255 4.5Allrecipes 135 237 5.7About.com Food & Drink 99 230 4.2Natmags AllAboutYou 42 229 1.8Snowsafe 70 228 3.0Genes Reunited 98 216 4.1Ancestry.com 100 214 4.2UKTV Good Food 101 213 4.3Natmags 30 Days 42 211 1.8BBC Good Food 187 208 7.9

Example UKOM data

ABC1 Men earning over £50K that intend major home improvement in next 6 months

Source: UKOM September 2010

Name

Unique Audience (000)

Comp Index By Unique Audience

Coverage (%)

LinkedIn 110 224 14.3Guardian.co.uk 215 218 27.8Auto Trader 94 210 12.1BBC Communities 134 210 17.3Trader Media Group 94 195 12.1Sky Sports 125 193 16.2BBC Sport 263 188 34.1Windows Live Profile 143 181 18.5Yahoo! News Websites 163 178 21.1TripAdvisor 140 173 18.2NetShelter Technology Media Network 154 168 19.9Blogger 255 165 33.1