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IAB / PwC UK Digital Adspend Study – H1 2015

IAB / PwC UK Digital Adspend Study – H1 2015. 1.1 Introduction. Background. Census of major UK media owners and intermediaries Digital Adspend – includes online, mobile and tablet Official Advertising Association figures since 1997 Information collected each half year Data shown by

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IAB / PwC UK Digital Adspend Study – H1 2015

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  1. IAB / PwC UK Digital Adspend Study – H1 2015 iabuk.net

  2. 1.1 Introduction

  3. Background • Census of major UK media owners and intermediaries • Digital Adspend – includes online, mobile and tablet • Official Advertising Association figures since 1997 • Information collected each half year • Data shown by • Category (display, search & classified) • Format (banners, video, etc.) • Advertiser sector (consumer goods, finance, etc.)

  4. Digital includes online, mobile and tablet advertising: Online • Traditional online advertising viewed on a desktop PC or laptop, accessed via an internet connection • Only media spend is reported to ensure fair comparison to other media • For each device/platform, the categories reported includes: • Display advertising • Search • Classified • Other Mobile • Advertising that has been specifically tailored and served on a mobile device, accessed via 3G, 4G or wifi Tablet • Advertising that has been specifically tailored and served on a tablet device, accessed via 3G, 4G or wifi

  5. 1.2 Methodology

  6. Reported and estimated revenue Estimated Revenue This study also includes an estimation of the UK ad revenues of Facebook, Spotify, Millennial, Apple, LinkedIn, Shazam, Weather Channel, Twitter, Zoopla, Hibuand Amazon revenues by the IAB / PwC Advisory Board Except for above, reported figures have not been adjusted for organisations that did not participate in the survey Reported Revenue • Survey includes UK ad revenues submitted by 77 participants plus additional recruitment sites and TV Broadcasters reported by WARC • The figures are drawn up on the basis of site declaration and have not been verified or audited • Google revenues included in total figures are based on published overall ad revenues for the UK 86% of H1 2015 revenue 14% of H1 2015 revenue

  7. IAB / PwC Advisory Board

  8. Methodology notes Adjustments • Figures are adjusted for double-counting, based on information provided by survey submitters (e.g. a media owner’s revenue overlapping with an intermediary also submitting to the survey) • Google online and mobile revenues (across search and display formats) are estimated by the IAB / PwC Advisory Board. We use Google’s published overall ad revenues for the UK and then estimate how this revenue splits between different formats and platforms Like for like growth • This study reports like for like growth figures not only for total spend but also for categories (display, search, classifieds) • Only companies which submitted (or have been modelled/ estimated) in both H1 2014 and H1 2015 have been included in the like for like growth calculations. [These companies account for 98% of the total market size]. Revenues • Total digital advertising revenue (as presented in this report) is reported on a gross basis • Participants are asked to provide UK only revenues (i.e. ad revenues generated in the UK with advertising served/ intended for a UK audience)

  9. H1 2015 Research participants Ad2One Adyoulike Admaxim Affectv Affiliate Window Affilinet AOL AppNexus Autotrader Bauer Belfast Telegraph Blippar Blis Media BMJ Buzz City Byyd CBS Interactive Cohort Collective Media Conde Nast Crimson Tangerine Deezer Dennis Interactive Disney DMGT ESI Media ESPNExpedia Exponential FT Future Guardian Gumtree Haymarket Hearst Ignition One Immediate Incisive Media InSkin Jobsite Linking Mobile Lloyds LoopMe Mapp Media Microsoft Mobsta Mozoo News UK Odyssey Mobile Opera Mediaworks Optimise Media Perform Racing Post Reuters Rightmove Samba Communications Shortlist Specific Media Tamome Teads Telegraph The 7th Chamber The Institution of Engineering and Technology TimeInc Tradedoubler Trinity Mirror Unruly Media Vibrant Media w00t! Webgains Weve Widespace UK xAd Yahoo! YOC Yume and (additional) recruitment sites & TV Broadcasters through WARC Want to take part? Email mediaspend@iabuk.net to see how you can take part.

  10. This time last year…(H1 2014) • Digital advertising reaches £3.507 billionin H1 2014 • Display: £1,024 million • Classified: £521 million • Search: £1,916 million SOURCE: IAB / PwC Digital Adspend H1 2015

  11. 2.1 UK Adspend headline results

  12. SOURCE: IAB / PwC Digital Adspend H1 2015

  13. SOURCE: IAB / PwC Digital Adspend H1 2015

  14. 2.2 Online in context

  15. Digital shows the strongest growth Year on year change: *Digital: Like for like growth (absolute growth). Includes broadcast VOD and digital news / magazine brands SOURCE: IAB / PwC Digital Adspend H1 2015 and WARC

  16. Digital is £1.6bn bigger than the next biggest medium *Digital: Like for like growth (absolute growth). Includes broadcast VOD and digital news / magazine brands SOURCE: IAB / PwC Digital Adspend H1 2015 and WARC

  17. Digital = 42% of a £9.4 billion market *Digital: Online, mobile and tablet. Includes broadcast VOD and digital news / magazine brands †TV: TV sponsorship and ‘other’ revenue (such as product placement) are not included in the half year data, but will be in the full year data. SOURCE: IAB / PwC Digital Adspend H1 2015 and WARC

  18. A more granular view of the market *Digital: Online, mobile and tablet. Includes broadcast VOD and digital news / magazine brands †TV: TV sponsorship and ‘other’ revenue (such as product placement) are not included in the half year data, but will be in the full year data. SOURCE: IAB / PwC Digital Adspend H1 2015 and WARC

  19. Digital is increasingly important to Newsbrands *Pure Play Digital: Online, mobile and tablet. †TV: TV sponsorship and ‘other’ revenue (such as product placement) are not included in the half year data, but will be in the full year data. SOURCE: IAB / PwC Digital Adspend H1 2015 and WARC

  20. Digital’s share reaches 42% in H1 2015 *Digital: Online, mobile and tablet. Includes broadcast VOD and digital news / magazine brands SOURCE: IAB / PwC Digital Adspend H1 2015 and WARC

  21. 3.1 The digital media mix

  22. Which formats go where? Display Classifieds Other Banners / Embedded Content and native, (incl. in-feed) Interruptive formats Email display advertising Tenancies Pre roll / Post roll video Outstream / in-read Viral and other video Video other Tablet advertising In-game advertising Display other Recruitment classified Consumer classified B2B classified Solus email Audio advertising Lead generation Mobile SMS/MMS Search Paid for search SOURCE: IAB / PwC Digital Adspend H1 2015

  23. Display increases its share of digital in H1 2015 SOURCE: IAB / PwC Digital Adspend H1 2015

  24. Display leads the way with highest like for like growth SOURCE: IAB / PwC Digital Adspend H1 2015

  25. Search passes £2 billion in six month period SOURCE: IAB / PwC Digital Adspend H1 2015

  26. Record half year for digital classifieds *2014 recruitment classifieds – includes additional B2B revenue captured by WARC SOURCE: IAB / PwC Digital Adspend H1 2015

  27. Content & Native (inc. in-feed) is a quarter of display New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools.. New for 2015: Tablet is no longer in ‘other’ and is now folded into relevant categories within digital. SOURCE: IAB / PwC Digital Adspend H1 2015

  28. Social media display grows 51% year on year Social Media Advertising: £ Millions SOURCE: IAB / PwC Digital Adspend H1 2015

  29. Outstream / in-read video measured for the first time

  30. Outstream / in-read worth £32m in H1 2015 For 2011 onwards revenues for online video advertising on TV broadcaster websites are based on WARC estimates SOURCE: IAB / PwC Digital Adspend H1 2015 / WARC

  31. The majority of pre – post roll is non-broadcaster *Broadcaster VOD includes video advertisements placed around content viewed on laptop / desktop, tablet, smartphone, connected TV’s and games consoles SOURCE: IAB / PwC Digital Adspend H1 2015 / WARC

  32. 3.2 Advertiser Sectors

  33. Top 20 online display advertisers H1 2015 New to H1 2015 SOURCE: Nielsen Ad Dynamix Jan – June 2015

  34. Travel & Transport top spending sector for H1 2015, Consumer Goods in second place 2015 data now includes tablets, in addition to online and mobile. Based on 27% reported display revenue for H1 2015 SOURCE: IAB / PwC Digital Adspend H1 2015

  35. 4.1 Mobile

  36. Mobile submissions from 51 media owners SOURCE: IAB / PwC Digital Adspend H1 2015

  37. SOURCE: IAB / PwC Digital Adspend H1 2015

  38. SOURCE: IAB / PwC Digital Adspend H1 2015

  39. Display increased share of mobile spend Other = classified, SMS and remaining formats SOURCE: IAB / PwC Digital Adspend H1 2015

  40. Display also leads the way in mobile like for like growth SOURCE: IAB / PwC Digital Adspend H1 2015

  41. Content & Native (inc. in-feed) is half of mobile display * Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenancies Introduced in 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools SOURCE: IAB / PwC Digital Adspend H1 2015

  42. Mobile video and content & native show strong growth within mobile display £137.9m £105.5m Note: growth rates are absolute (not like-for-like) SOURCE: IAB / PwC Digital Adspend H1 2015

  43. In app continues to be the majority of mobile display SOURCE: IAB / PwC Digital Adspend H1 2015

  44. Half of standard mobile display is rich media 2014: 44% SOURCE: IAB / PwC Digital Adspend H1 2015

  45. Mobile accounts for two thirds of spend in social SOURCE: IAB / PwC Digital Adspend H1 2015

  46. Entertainment & the Media top spending sector in mobile display This only represents 12% of the market so indicative only SOURCE: IAB / PwC Digital Adspend H1 2015

  47. Mobile now accounts for 27% of all digital advertising 27% of total Search 39% of total Display 2% of total Other (incl. Classifieds) SOURCE: IAB / PwC Digital Adspend H1 2015

  48. 5.1 Tablet

  49. Tablet submissions from 33 media owners SOURCE: IAB / PwC Digital Adspend H1 2015

  50. Tablet dedicated display increases 115% on a like for like basis £68.0m* *Note: This figure relates to tablet specific advertising only (i.e. not including internet advertising displayed on a tablet by default). It is based on revenues reported by companies participating in the online and mobile surveys who were able to report this figure separately, and can thus underestimate the overall size of the tablet dedicated advertising spend SOURCE: IAB / PwC Digital Adspend H1 2015 H1 2014 £29.2m

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