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