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The Consumer Is Shouting! Are You Listening? Paula Gignac President, IAB Canada

The Consumer Is Shouting! Are You Listening? Paula Gignac President, IAB Canada. The Interactive Advertising Revenue Picture…. Total Online Revenue: $1.24 Billion (Including Video) Total Video Revenue: $9 Million Total Mobile: $2.7 Million Total Social: ??.

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The Consumer Is Shouting! Are You Listening? Paula Gignac President, IAB Canada

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  1. The Consumer Is Shouting! Are You Listening?Paula Gignac President, IAB Canada

  2. The Interactive Advertising Revenue Picture… • Total Online Revenue: $1.24 Billion (Including Video) • Total Video Revenue: $9 Million • Total Mobile: $2.7 Million • Total Social: ?? Totals based on IAB Canada’s 2007 Actuals

  3. Canadians Love The Web…

  4. Canada Is The Highest Penetrated Country (73%) We view The Most Content/Spend The Most Time Online Population Reach Avg. Pages per Visitor Avg. Hours per Visitor Source: comScore Inc Worldwide – All Locations, - July 2008, Persons 15+

  5. Canadians Love Online Video…

  6. Canada Leads in Online Video ReachCompared to Top Countries #1 #1 Source: comScore Video Metrix, Worldwide, Persons 2+ (15+ for asterisk*), February 2009

  7. Total Minutes Spent On Video HasGrown Significantly Over the Past Year Total Minutes Spent Streaming Video % Change YoY +60% Total Minutes Spent Online % Change YoY -2% Source: comScore Video Metrix, comScore Media Metrix, Canada, All Locations, February 08-09

  8. Practically Everybody Is Doing It… Online Video in Canada skews towards the higher income bracket. All demographics are heavily engaged, specifically persons aged 18-34 who viewed the most minutes per viewer and viewed the most videos per viewer. Canadian Household Income Demographic Video Usage Source: comScore Video Metrix, Canada, All Locations, February 2009

  9. Canadians Love Their Mobile Devices…

  10. Moving from Geek to Chic January 2005 45 models April 2008 152 models

  11. 3G Subscribers Are Driving Online Mobile 3G technologies enable network operators to offer users a wider range of more advanced services while achieving greater network capacity through improved spectral efficiency. Services include wide-area wireless voice telephony, video calls, and broadband wireless data, all in a mobile environment. -11% +489% Source: comScore Inc, M:Metrics – Mobil Lens, US July 2006 - July 2008, All Locations,

  12. Canadians Love Social Media…

  13. Conversational Media Aroundthe WorldReach of the Worldwide Web Population *Person 15+ Source: comScore Inc, Worldwide, Persons 15+ December ’2008, All Locations

  14. Social Networking in North America Growth of Top 10 Social Networking Sites in North America Top Social Networking Sites in North American Source: comScore Inc, North America, Persons 15+ December ’2008, All Locations

  15. % Composition UV by Region Gender Social Networking: Canadian Demographic Breakdown % REACH and % Composition Age Group Social Networking Attracting Users of all demographic groups Source: comScore Inc, Canada October 2008, All Locations,

  16. Video, Mobile, Social – It’s All Converging…

  17. Video + Social... 88% of online Canadians viewed a video in January 50% of videos watched were through YouTube ComScore, Feb. 2009 **ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.

  18. Canada Wins Again... ComScore, Feb. 2009 **ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.

  19. Profile of Canadian Visitors • 16.4M users (68% reach) • 51% male, 49% female* • 67% are between 18 and 54 years old • 64% have a HHI $60K+* • 3 hours and 45 minutes watching per month** Source: ComScore Media Medtrix, February 2009

  20. Mobile + Social… Source: comScore Inc. – M:metrics US- November 2008

  21. Social Networking: Younger Demographics Adopting Social Networking on Mobile Younger Demographics Adopting Social Networking On Mobile Devices % of Mobile Users Accessing Social Networking Source: comScore Inc. US – M: Metrics – October 2008 – Social Media

  22. Mobile+Web+Video+Social…

  23. This Trend Is Highest In iPhone Owners…

  24. We’ve Seen The Trends… Now Let’s Learn About The Tactics That Leverage Them…

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