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Introducing... IAB Europe

Introducing... IAB Europe. The world’s interactive advertising trade association. www.IABeurope.ws March 2007 Danny Meadows-Klue Co-founder & Chief Executive. The world’s interactive advertising trade association 1996-2007. Helping your industry grow; helping advertisers get more.

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Introducing... IAB Europe

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  1. Introducing... IAB Europe The world’s interactive advertising trade association www.IABeurope.ws March 2007 Danny Meadows-Klue Co-founder & Chief Executive

  2. The world’s interactive advertising trade association 1996-2007

  3. Helping your industry grow;helping advertisers get more

  4. Today’s talk • Vision from industry leaders • About the IAB global network • Introducing IAB Europe • Online audiences across Europe • Online advertising spend • The UK: Europe’s largest market

  5. VisionThe world of marketing is changing

  6. BillGates “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

  7. 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 next generation: “It is happening now and is strong, rapid and large” Sorrell sees a “tremendous violence in traditional media as it continues to 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

  8. The IAB Network25 countriesFive programmes of activities

  9. Five activities of IABs Marketing of interactive media …promoting online advertising Developing guidelines andstandards…raising profitability by tackling barriers, reducing costs Producing powerful research …proving the effectiveness and power of online Educating the markets about the medium (events) …persuasion: training marketers how to use new media Effective government affairs and external representation …protecting the freedom to advertise online

  10. IAB EuropeBuilding stronger national IABsBuilding a more successful market Supporting pan-European firms

  11. IAB Europe Activity ProgrammeResearchProving the effectiveness of interactive

  12. IAB Europe Activity ProgrammeStandards & GuidelinesMaking online advertising easier to use

  13. New guidelines in development 1. Behavioural targeting 2. Video ratio 3. Video duration 4. Bandwidth detection 5. Rich media fileweights 6. Counting video and rich media 7. Counting the click 8. Late creative policy

  14. IAB Europe Activity ProgrammeGovernment affairsProtecting the freedom to advertise

  15. IAB Europe Activity ProgrammeEvents

  16. IAB Europe Activity ProgrammeTaskforcesGetting industry working together

  17. Five programmes of many European IABs Championed at National level • Marketing of interactive media • Producing powerful research • Educating the markets about the medium (events) Centralised at European level • Developing powerful standards • Producing powerful research • Effective government affairs and external representation

  18. Looking forward to helping our corporate members grow even more…

  19. NewIABs IAB UK IAB Europe (EMEA) IAB Finland IAB Germany IAB Europe Executive IAB Denmark IAB France IAB Netherlands IAB Spain IAB Italy IAB Poland IAB Greece IAB Slovenia Supporting 18 European IABs New research – from partners Research given by IAB Europe partner (E.g. Jupiter) IAB Europe Reformatted, rebranded as IAB Europe, explanations added, context added, distributed, and library Sent to all IABs

  20. The online marketAudience growth continues

  21. Online audiences 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

  22. Time online increases Source: Nielsen//NetRatings NetView Home & Work Data excluding Internet Applications, August 2006

  23. Time online: more than on the high street Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006

  24. The online ad market

  25. US: the world’s largest market

  26. 42.4% 42.4% 24.8% 24.8% 19.4% 19.4% 3.3% 3.3% 3.0% 3.0% 2.0% 2.0% 1.8% 1.8% 1.0% 1.0% 2.3% 2.3% Europe’s Online Advertising Pie Source: Digital Europe July 2006, DigitalStrategyConsulting.com

  27. Online ad activity grows… Source: Nielsen//NetRatings AdRelevance, all categories excluding house ads, December 2006

  28. Key European trends

  29. Key trends • Time online: >20% of the time we all spend with media is spent online • ‘Web 2.0’: social networks and user-generated content enjoy rapid growth • Retail: the web becomes the primary research channel for large purchases • Broadband: watching TV online

  30. Web 2.0Communication and Web 2.0 activities regularly carried out by European Internet Users Source: NetObserver Europe, December 2006

  31. 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

  32. The UKEurope’s biggest market

  33. Advertisers switch to online ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  34. Advertisers switch to onlineYear on year growth for the first half 2006 Total advertising market growth = 1.4% Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC

  35. Internet: overtaking national press £m Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC / Radio Advertising Bureau

  36. Search: 58% of online spend% share of revenues for January to June 2006 Half year total £917.2m 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. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  37. Search: Europe most popular online activity… Source:Nielsen//NetRatings NetView home and work data Europe March 2006

  38. UK: Key trends • Search: advertisers discover how search is the new tool to get customers • Creativity: explosive growth in video and rich media advertising formats • Marketing culture: the web accepted as a core element of the marketing mix - demanded on every campaign brief

  39. SummaryThe world’s interactive advertising association

  40. Today’s talk • Vision from industry leaders • About the IAB global network • Introducing IAB Europe • Online audiences across Europe • Online advertising spend • The UK: Europe’s largest market

  41. Introducing... IAB Europe The world’s interactive advertising trade association www.IABeurope.ws March 2007 Danny Meadows-Klue Co-founder & Chief Executive

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