Sofia Webit 2009

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

1

IAB Europethe trade association network for the digital industry

WEB IT 2009

« The European Digital Landscape »


2

VISIONMARKETING WILL NEVER BE THE SAME ANYMORE….


3

The ad model is changing dramatically

Source: Financial Times


4

From a passive audience…


5

…To an active user


6

Internet its not only a new media, it has become the place of interaction between people and brands.


7

Things have changed and we need to think in a new model.


8

Where are we going to?


9

Technology is integrated. Everything´s connected.


10


11

TWO CHALLENGESBUSINESS AND LEGAL….


12

BUSINESSIT’S ABOUT BRAND ADVERTISING ANDDIRECT RESPONSE


1313

Total Online Ad Spend Europe vs USA 2007 and 2008 (Million Euros)

€ 10.6€ 12.9

€ 15.0 € 16.6

2007 2008Europe USA Source: IAB Europe/PwC ©

Share of formats 2008

Email €0.2bn,

2%

Search €5.6bn,

43%

Classifieds €3.3bn,

26%

Display € 3.8bn,

29%

Source: IAB Europe/PwC ©

Spend on online as a percentage of all media spend by country

24.4%23.1%

21.1%19.5%

18.0%16.1%

15.2%12.7%

11.5%10.8%10.5%

8.9%8.7%

6.8%2.1%

DenmarkUK

Norway Sweden

NetherlandsFrance

GermanyPolandFinland

HungaryBelgium

SpainItaly

AustriaGreece

Source: IAB Europe/PwC, WARC

Total by Country 2008 and 2007(in million Euros)

€ 2,889

€ 2,501

€ 1,537

€ 729

€ 667

€ 497

€ 282

€ 3,441

€ 2,975

€ 1,821

€ 794

€ 799

€ 628

€ 442

€ 415

€ 345

€ 286

€ 372

€ 340

€ 237

UK

Germany

France

Netherlands

Italy

Spain

Sweden

Denmark

Norway

Belgium

2007

2008

Source: IAB Europe/PwC ©


14

Austria

Belgium

UK

Finland

France

Germany

Greece

Hungary

ItalyNetherlands

Norway Poland

Spain

SwedenDenmark

-7%

-6%

-5%

-4%

-3%

-2%

-1%

0%

1%

0%5%10%15%20%25%30%

Proportion of adspend online 2008

Fore

cast

GD

P G

row

th 2

009

(%)

In current downturn, growth will be challenging for online advertising in 2009, especially in mature markets

Source: IMF (for GDP decline), WARC (main media spend), IAB/PwC

Low / no growth

Medium growth


15


16

LEGALIT’S ABOUT TRUST AND RESPECT


17

Consumer in control

• More marketing litterate

• Desire for more autonomyand uniqueness

• Less trusting

• More critical, skeptical

• Even indifferent


18

THE PROSUMERMC DC SURVEY


19


20

BACKGROUND AND METHODOLOGY

NorthernEurope

EasternEurope

SouthernEurope

WesternEurope

BelgiumN = 2.119

The NetherlandsN = 2.038

FranceN = 2.000

United KingdomN = 2.017

GermanyN = 2.028

SwitzerlandN = 1.996

PolandN = 2.022

RomaniaN = 2.035

HungaryN = 2.010

SpainN = 2.196

ItalyN = 2.086

GreeceN = 1.971

DenmarkN = 1.986

NorwayN = 2.016

SwedenN = 2.081

FinlandN = 2.005


21

Internet penetration > 75%

Internet penetration < 50%

Norway83%

3,1 million

The Netherlands85% - 11,4 million

France61%

31,6 million

UK73%

36,6 millionGermany

69% 48,6 million

Switzerland73%

4,6 million

Italy52%

26,5 million

Spain50%

19 million Greece42%

4 million

Denmark80% - 3,5 million

Sweden82%

6,2 million Finland75%

3,3 million

Poland44%

14 million

Hungary45% - 3,8 million

Romania32% - 5,7 million

Internet penetration 50 - 75%

Belgium66%

5,8 million

(*) Countries measured in MC DC 2009Source: MC DC 2009 CATI research and Forrester data


22

TRUSTTRUST

MAIN FOCUS

Transactional

Informational

Commercial

Technological


23

Transactional TrustPurchase & Sell products onlineCarry out financial transactions online


2410%> European Average

10%< European Average

14%

11%

6%

22%

15%

14%

18%

5%

18%

15%

14%

4%

5%

20%

9%

19%

11%

21%

18%

17%

22%

15%

29%

22%

13%

35%

26%

27%

13%

13%

34%

23%

15%

19%

34%

22%

36%

24%

42%

32%

28%

25%

26%

27%

32%

38%

30%

29%

30%

26%

41%

23%

37%

31%

22%

20%

19%

20%

33%

14%

25%

20%

30%

35%

14%

26%

27%

24%

8%

12%

10%

10%

8%

6%

12%

24%

8%

7%

7%

15%

16%

4%

12%

12%

4%

Fully agree Rather agree Neutral Rather disagree Fully disagree

Transactional TrustInternet Trust

Q : To what extent do you agree with this statement : “I have my doubts about the level of security of online banking (facilities offered by your bank to enable you to administer your accounts, investments, insurance policies... online)”

Top 2 %

35%

29%22%44%30%43%40%18%52%41%41%17%18%54%32%35%30%


25

57 5866

58 61

49

6762

43

22

48

69

48

19

7065 66

43 4234

42 39

51

3338

57

78

52

31

52

81

3035 34

0

10

20

30

40

50

60

70

80

90

100

No

Yes

Transactional TrustE-commerce Experience

Q : Have you ever purchase a product or service on the internet (via any of the connection methods)?




26

Transactional TrustE-commerce Trust Index

E-COMMERCE TRUST INDEX

184184

10 Points > European Average

10 Points < European Average

100

125

150

175

200

225


27

Informational TrustProviding information and publishing information onlineTrust in the information that is available online


28

0%

20%

40%

60%

80%

100%

Informational TrustAdoption Online Identity

Q : Which of the following activities did you perform on the internet? – I am member of an online social network (e.g. MySpace, Facebook, …)



45%45%

ONLINE SOCIAL NETWORK

MEMBERSHIP

55%55%

YesNo


29

8%

7%

9%

7%

3%

24%

5%

5%

16%

13%

8%

6%

13%

5%

8%

2%

5%

48%

39%

56%

32%

48%

50%

37%

58%

51%

59%

46%

58%

55%

64%

49%

43%

57%

35%

44%

28%

42%

44%

19%

43%

30%

30%

25%

38%

26%

26%

26%

31%

48%

30%

9%

10%

7%

19%

5%

7%

14%

8%

3%

3%

8%

10%

7%

5%

12%

7%

8%

Yes, a lot Yes, a bit No, not really No, not at all



Top 2 %

56%

46%65%39%51%74%42%63%67%72%54%64%68%69%57%45%62%

Informational TrustTrust in Website Privacy Policies

Q : Do you have more trust in a website when it provides a privacy policy?


30

Technological TrustTrust in the internet as a technologyAvoidance of doubtful websitesUsage of virus scanners & firewallsFaith & Adoption of cloud computing services


31

YesNoDon’t know

0%

25%

50%

75%

100%

0%

25%

50%

75%

100%

0%

25%

50%

75%

100%

88%88%8%4%

ANTIVIRUS SOFTWARE

76%76%15%9%

USE FIREWALL

49%49%44%7%

STORE PASSWORDS

Technological TrustPrivacy Measures (1/2)

Q : Do you have antivirus software installed on the computer you use the most to access the Internet? – Do you have a firewall/firewall software installed on the computer you use the most to access the Internet? – Do you sometimes store website passwords in your Internet browser so you don't have to type them in the next time you want to access these websites?




32

Commercial TrustTrust & Avoidance of online advertisingPromotions on the internet vs. traditional media


33

3%

4%

8%

7%

6%

3%

7%

5%

5%

6%

5%

3%

12%

12%

15%

6%

13%

14%

4%

6%

7%

46%

31%

41%

31%

51%

53%

38%

38%

61%

45%

54%

41%

54%

48%

34%

40%

50%

25%

36%

30%

32%

22%

21%

25%

28%

16%

34%

20%

22%

20%

22%

27%

18%

27%

19%

27%

28%

31%

18%

17%

27%

32%

9%

10%

10%

31%

12%

9%

29%

33%

14%

Fully agree Rather agree Neutral Rather disagree Fully disagree



Top 2 %

10%

6%1%6%9%9%10%2%14%12%16%6%12%22%10%9%9%

Commercial TrustInternet Trust

Q : To what extent do you agree with this statement : I find online advertisements (e.g. banners) or promotions to be more reliable than advertisements on TV, in a magazine, on the radio, …


34

Socio-demographic Profile


35

19 21 17 19 16 16 17 17 16

30

15 18

36 40

18 17 19

19 2017

1817

23 17 18 22

28

1918

2325

17 1618

2021

2019

20

22

20 1722

19

22 19

2018

18 1919

1717

19 17 19

16

17 18

16

14

17 17

1310

16 2017

25 2127 27 28

2329 30

24

9

27 28

8 7

31 28 27

0

10

20

30

40

50

60

70

80

90

100

Socio-demographic ProfileAge

Q : What is your age bracket?55+

45‐54

35‐44

25‐34

15‐24


36Internet Profile


37

Internet ProfileInternet Experience

Q : How long have you been active on the Internet?

3844

53

28

41

27

62 60

2315

30

70

2015

70

45 47

33

40

33

35

32

38

23 23

47

43

42

20

41

30

18

28 26

29

17 14

3727

35

15 17

30

42

28

10

39

55

12

27 27

0

10

20

30

40

50

60

70

80

90

100

2005‐09

2000‐04

Before 2000


38

2435

26 25 26 25 28 2918

27 2331

2013

31 35

20

48

46

49 46 49 4846 49

42

4649

43

50

43

4243

49

2818

26 29 25 27 26 22

41

27 29 26 30

44

2722

31

0

10

20

30

40

50

60

70

80

90

100

Internet ProfileInternet Intensity

Q : On days when you use the Internet, how long do you use it on an average day?


3 hours or more

1 to 3 hours

1 hour or less


39

IAB EU NETWORKSUPPORTING THE INDUSTRY…


40

2008:• Austria• Belgium• Croatia• Denmark• Finland• France• Germany• Greece• Hungary• Italy• Netherlands• Norway• Poland• Romania• Slovenia• Spain• Sweden• Switzerland• Turkey• UK

2009-2010:• Portugal• Ireland• Luxemburg• Bulgaria• Russia• ...and more to follow

September 2009 :

Established countries :-20 countries with over 125 staff-more than 5250 member companies

New countries in 2009-2010 :-Portugal, Ireland and Luxemburg-Russia and Bulgaria

Priorities 2009-2010 :-Public Policies : trust and transparency-Standardisation : simplification-Benchmarking : consumer-Best Practices : efficiency


41

Keep on pushing the digital economy....with www.iabeurope.eu

Sofia Webit 2009

Documents

interactive marketing

national associations

corporate members

european digital landscape

trade association network

digital industryweb

vision marketing

netherlands n