danny meadowsklue introducing iab europe 4.1

Online: The interactive ingredientThe world’s interactive advertising trade association... Online: The interactive ingredientOnline ‘just got started’ Danny Meadows-KlueMay 2004 The worl

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Online: The interactive ingredient

The world’s interactive advertising trade association

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Online ‘just got started’ Danny Meadows-KlueMay 2004

The world’s interactive

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Helping your industry grow;

helping advertisers

get more

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advertising association

Today’s talk

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The world of marketing is changing

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Bill Gates

“The future of advertising is the internet”

Bill Gates sees the debate between online and offline

advertising as obsolete, because soon all media channels will be powered by the internet The boundaries blur

between the virtual and physical worlds.

IAB UK conference

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Sir Martin Sorrell

Chief Executive, WPP

Traditional media owners can no longer afford to hold off going digital

because the shift from old to new media is not going to happen in the

get displaced by digital ” The media industry is in a state of flux and

traditional media owners are all worried about change in the balance

between new and old media

IAB conference

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The IAB Network

25 countries Five programmes of activities

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Five activities of IABs

…promoting online advertising

Developing guidelines and standards

…raising profitability by tackling barriers, reducing costs

Producing powerful research

…proving the effectiveness and power of online

…persuasion: training marketers how to use new media

Effective government affairs and external representation

…protecting the freedom to advertise online

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IAB Europe

Building stronger national IABs Building a more successful market Supporting pan-European firms

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IAB Europe Activity Programme

Standards & Guidelines

Making online advertising easier to use

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5 Rich media fileweights

6 Counting video and rich media

7 Counting the click

8 Late creative policy

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Government affairs

Protecting the freedom to advertise

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Events

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Taskforces

Getting industry working together

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Five programmes of

many European IABs

Championed at National level

• Producing powerful research

Centralised at European level

• Developing powerful standards

• Producing powerful research

• Effective government affairs and external representation

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Looking forward to helping our

corporate members grow even more…

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Research given by IAB Europe partner (E.g Jupiter)

New research – from partners

Sent to all IABs

and library

Supporting 18 European IABs

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The online market

Audience growth continues

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Over 120 million W Europeans active online and still growing

Source: Nielsen//NetRatings NetView Home & Work data US, DE, UK, FR, IT (ES, CH, home data only), May 2005-2006

FR 18%

UK 22%

IT 16%

ES 10%

DE 31% CH

3%

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Source: Nielsen//NetRatings NetView Home & Work Data excluding Internet Applications, August 2006

Time online increases

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Time online: more than on the high street

Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006

How m uch more time is spent researching and buying gifts ONLINE

compared to the HIGH STREET

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The online ad market

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US: the world’s largest market

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Europe’s Online Advertising Pie

42.4% 24.8% 19.4% 3.3% 3.0% 2.0% 1.8% 1.0% 2.3%

Source: Digital Europe July 2006, DigitalStrategyConsulting.com

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126,955

Banners Campaigns

Advertisers

Online ad activity grows…

Source: Nielsen//NetRatings AdRelevance, all categories excluding house ads, December 2006

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Key European trends

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Key trends

with media is spent online

user-generated content enjoy rapid growth

channel for large purchases

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Web 2.0

Communication and Web 2.0 activities regularly

carried out by European Internet Users

Source: NetObserver Europe, December 2006

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Online shopping trends

• Use of online media is increasing

(people view 27% more Internet pages than a year ago)

• Over two-thirds of online Europeans visit eCommerce sites

• More companies are advertising online; it’s a key media channel

• Advertisers should be online – its where shoppers spend their time

researching and buying and it accounts for more of spend

• People shop online mostly because its convenient but factors differ

in importance between different groups

• General surfing dictates which sites are chosen but personal

recommendations and online ads are growing in importance –

search is no longer the dominant trigger

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The UK

Europe’s biggest market

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

Advertisers switch to online

Year on year growth for the first half 2006

Total advertising market

growth = 1.4%

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Search: 58% of online spend

% share of revenues for January to June 2006

Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

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

Half year total

£917.2m

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Search: Europe most popular online activity…

Source: Nielsen//NetRatings NetView home and work data Europe March 2006

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UK: Key trends

the new tool to get customers

media advertising formats

core element of the marketing mix - demanded on every campaign brief

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Summary

The world’s interactive advertising association

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Today’s talk

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The world’s interactive advertising trade association

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