IAB Europe An overview of some trends throughout Europe « What are our main challenges for 2013….» Bucharest The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members And Romania ☺
Alain Heureux - Intro Speech at IAB Forum Romania 2012
Oct 19, 2014
The intro speech made by Alain Heureux, CEO & President of IAB Europe at the beginning of IAB Forum Romania 2012 Conference.
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IAB EuropeAn overview of some trends throughout Europe
« What are our main challenges for 2013….»Bucharest
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
And Romania ☺
WE’RE ON A MISSION
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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to grow the market of
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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3
PROVEN RESULTSTO CONVINCE AND REASSURE
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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TO CONVINCE AND REASSURE
Adex 2011Adex 2011
Online advertising in Europe (6th edition)
Key Findings
Topline Figures
€20.9 billion
Overall growth: 14.5%
• At constant country sample (26 countries in 2010 and 2011)
• At constant exchange rate
16
18
20
22
Total online advertising (€bn)
14.5%
10
12
14
16
2010 2011
Key facts and figures:
• A €20.9bn market
• Double-digit growth despite tough economic conditions
o 2011 online remains strong at 14.5%
o 2010: 15.3%; 2009: 4.5%
• Search reclaims status as fastest-growing segment: +17.9%
• Internet contributes 21.8% to all media spend up from 19.7% • Internet contributes 21.8% to all media spend up from 19.7%
• Video and mobile advertising gain leverage
17,1
19,6
24,5
27,5
31
17,7
21,5
25
30
1820
25
30
35 Expenditures (Blj€)
USA>15% en 2012
10
Source IAB/PWC/ScreenDigest
17,1
15,3
17,7
1
2,5
6
12
0
5
10
15
2009 2010 2011 2012 2013
USA
EU
CHINA
>15% en 2012
Key trends
Video gains leverage
• €395.4 million in 16 countries
• 8% of Display is Online Video
• Video will continue to increase as brand advertising moves to the online space
9,8% 9,7%
8,5% 8,3%7,5%
6,5%5,9% 5,8% 5,8%
5,2%6%
8%
10%
12%Online Video Share of Display
0%
2%
4%
Mobile approaching 2% of Display
5,3%
3,6% 3,6%
2,3% 2,2% 2,2%
1,8% 1,7%1,5%
1,7%2,0%
3,0%
4,0%
5,0%
6,0%
Mobile display as a share of online display
0,7%0,5%
0,0%
1,0%
CONSUMER DRIVENCHALLENGING OUR PRACTICES
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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CHALLENGING OUR PRACTICES
FROM A PASSIVE AUDIENCE…
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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…TO AN ACTIVE USER
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Consumers want to be
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Consumers want to be in the boardroom. 44% is asking to take part in co-creation of products & advertising.Source : MC DC Survey
The total media
picture
+
18
Online deep dive
Objective
• The broad aim of this study is to capture the different ways in which consumers are developing across Europe and assess their similarities and differences
→ Identify changing media consumption patterns
→ Evolution of media multi-tasking and emerging and evolving online media
→ Video consumption, social media and e-commerce
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→ Video consumption, social media and e-commerce
Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
• An Omnibus + Online
methodology was used across
all countries totalling nearly
50,000 interviews
• The application of quotas
ensured that representative
Russia
PolandDenmark
Sweden
Norway
Finland
CzechRepublic
20
ensured that representative
samples were achieved in
each Market
→ quotas on age, gender,
education and regional
distribution were
applied
Hungary
ItalySpain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Germany
Netherlands
Ukraine
Bulgaria
Romania
Ireland
Greece
Slovenia
Croatia
Slovakia
SerbiaAustria
The Media evolution
426.9mof Europeans are online
21
Total adult European population of 652.1million
The Internet evolution
Online penetration
65%of all Europeans are
online
22
European Internet
users spend on
average 14.8hrs
online per week
Online penetration
since 2010 has
increased by 19%
and the average
number of hours
spent online risen by 15%
across Europe 10
Online 14.8hrs 15%Since 2010*
Radio 12.7hrs
TV 16.8hrs 11%Since 2010*
The European media consumption landscape
Hours per week used
23
Radio 12.7hrs
Newspapers 4.6hrs 2%Since 2010*
Magazines 4.0hrs 3%Since 2010*
*Based on EU10
More connected = more engaged
56% Multi-tasking across devices
in 2 years
24
50%Multi-task across devices
in 28 markets
Focus on TV and online multi-tasking
The proportion who watch TV and are
online at the same time is highest in
Northern Europe at 59% and lowest in
Southern Europe at 41%
Since 2010, across Europe 15, the
proportion using both media devices
25
2.8 hours per week across Europe is spent
watching TV and online at the same time
(16% of all time spent watching TV)
proportion using both media devices
simultaneously, has risen from 35% to
56%, an increase of 60%
Relationship between content consumption on TV and online
Among Europeans
who watch TV and are
online concurrently,
33%
26
33%state the online
activity is likely to be
related to the TV
programme they are
watching
Shows Brand relationships grow via digital touchpoints
15%
40%More likely
‘Super connected users’
more likely to engage in
similar content across
devices,
27
15%More likely
devices,
find out more about
products seen advertised
RESPECTFULREDEFINING PRIVACY
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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REDEFINING PRIVACY
Control of data
is a hot topic
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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37% is not using location-based servicesbecause of privacy concernsSource : MC DC Survey
BALANCING ACT
Freedom
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Restraint
SELF-REGULATION
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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EDAA - Delivering
transparency, choice and control
for European citizens
ORGANIZED INDUSTRY
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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ORGANIZED INDUSTRYTO SUSTAIN THE GROWTH
Convergence towards Digital
Advertisers Publishers
Media Agencies
Broadcasters
. . ..
Media Owners
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Agencies
Service Providers
Creative Agencies
Sales Houses
Mobile Operators
..Social Platforms
Promoting and Developingthe digital and interactive market at
National Level
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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� PROTECT :� Lobbying, Public Affairs and Legal
� PROMOTE : � Press relations, Events and Awards
� PROVE :
Protecting at European Level
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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� PROVE :� Best practices, Research and Benchmarking
� PROFESSIONALIZE: � Standards, Guidelines and Harmonisation
IAB Europe is the European trade association for Digital and Interactive Marketing representing its 27 National associations and its 65 Corporate Members. With more than 150 staff and more than 5,000 members, IAB Europe represents the voice of the industry at both national and European level : www.iabeurope.eu
Stakeholders and dedicated staff :• 27 countries with over 150 staff• 80 corporate members at European level• more than 5000 member companies
Potential New countries in 2013?
October 2012:
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Potential New countries in 2013?• Many new initiatives
Thank [email protected]
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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