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Sizing Digital Advertising Markets Observations from 10 years experience and plans for MENA

Dr. Daniel Knapp, Executive Director of Advertising Research & Analytics, presents the importance of accurate market sizing and its implications in digital advertising. Explore the challenges and opportunities in MENA and discover how to capture information in this rapidly growing market.

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Sizing Digital Advertising Markets Observations from 10 years experience and plans for MENA

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  1. Sizing Digital Advertising Markets Observations from 10 years experience and plans for MENA Dr Daniel Knapp, Executive Director, Advertising Research & Analytics @_dknapp

  2. Agenda Today

  3. Why market sizing?

  4. Failing to determine market size can have disastrous effects

  5. Accurate market sizing has vital business implications

  6. The particular need in digital advertising

  7. Trusted reference market size with agreed & transparent method is needed – otherwise numbers obscure as much as they reveal

  8. Value & benefits for markets

  9. A lot of expertise in MENA – best attempts at sizing the market despite limited information, but also lack of consensus “In the recent years, experts have predicted that the Middle East and North Africa will show a strong growth in digital advertising.” Although the Middle East has a small share in the global advertising spend, the region has become a rich destination for marketers. Only 10% of MENA ad spend is on the digital market according to Istizada, an Amman-based internet marketing agency, but experts believe that the shift towards digital is taking place with a good pace.”

  10. Value-add in MENA exceeds the conventional benefits of market sizing

  11. Challenges in MENA

  12. Challenges in MENA

  13. Examples and use-cases

  14. Data for 27 countries in Europe • Austria • Belarus • Belgium • Bulgaria • Czech Republic • Croatia • Denmark • Finland • France • Germany • Greece • Hungary • Ireland • Italy • Netherlands • Norway • Poland • Russia • Romania • Serbia • Slovakia • Slovenia • Spain • Sweden • Switzerland • Turkey • UK Use case Standardised, like-for-like comparison between countries

  15. €41.3bn net addition in 12 years, market doubled in last 5 years Use case Build historical evidence over time to document market maturation ~2x

  16. Digital offsets losses of traditional media, establishing a new all-time advertising market high Peak ‘traditional’ media Recessionary market low Flat market New market high (+€5.5bn) Historical market high Online growth offsets decline Use case Understand macro-dynamics and highlight role of digital in media mix

  17. A 3-tiered Europe in 2017 Use case Spot market differences and regional structure at a glance Year-on-year growth online ad spend per capita European average lines

  18. €5.5bn added in total Use case Locate growth in and across formats +14.4% +4.8% +14.9%

  19. Expansion of video drives share gains of total display Use case Quantify the role of long-term trends & attract spend to ‘hot topics’ Total Display: 40.3% Total Display: 39.6%* €42.5bn €48.0bn *share of total display slightly higher than sum of sub-formats due to rounding Source: IAB Europe & IHS Markit

  20. Out-Stream (+73.4% YoY) overtakes In-Stream Video (+6.9% YoY) Use case Understand where to unlock growth & what type of market participants succeed *incl. in-feed

  21. The trinity of SoMoVi: concentration of growth Use case Debunk aggregate data and get more accurate picture through drill-down

  22. Programmatic direct attracts the most programmatic spend Use case Guide infrastructure development, facilitate demand & supply Source: IAB Europe & IHS Markit

  23. Digital advertising contributes over half a trillion €s to the EU economy Use case Use data as basis for political & economic investment

  24. How we capture information

  25. Multi-method approach to capture a hard-to-measure market

  26. Plans for MENA

  27. Making digital ad market sizing in MENA a reality

  28. Thank You daniel.knapp@ihsmarkit.com

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