Transcript IAB Europe
IAB Europe April 2009 « The Voice of the Digital and Interactive Industry at National and European level representing over 90% of all digital revenues » The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members VISION DIGITAL AND INTERACTIVE MARKETING 2 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Convergence towards Digital Advertisers Broadcasters Media Agencies Social Platforms Publishers ... . Media Owners . Creative Agencies Sales Houses Mobile Operators Service Providers 3 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members NATIONAL MISSION DIGITAL EMBASSIES DELIVERING SERVICES 4 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Promoting and Developing the digital and interactive market regulate educate exchange inform promote 5 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members EU PRIORITIES IAB EUROPE 2009-2010-2011 6 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members THE KEY PROGRAMMES OF IAB EUROPE Lobbying, Public Affairs and Legal Standards, Guidelines and Harmonisation Best practice and Benchmarking Press and Public Relations IAB Europe is the European trade association for Digital and Interactive Marketing representing its 23 National IABs and its Corporate Members. With some 125 staff and more than 5,250 members, IAB Europe represents the voice of the industry at both national and European level. [email protected] and www.iabeurope.eu 7 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members TERRITORIES IAB EUROPE 8 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members April 2009 : Established countries : -23 countries with over 125 staff -more than 5250 member companies New countries in 2009 : -4 countries closing W-Europe -Russia??? Priorities 2009-2010 : -Public Affairs -Standardisation -Benchmarking -Best Practices -Press awareness 2008: • • • • • • • • • • • • • • • • • • • Austria Belgium Croatia Denmark Finland France Germany Greece Hungary Italy Netherlands Norway Poland Romania Slovenia Spain Sweden Turkey UK 2009: • • • • • • • Switzerland Portugal Ireland Luxemburg ... Russia??? ... 9 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members THE SIZE DIGITAL AND INTERACTIVE MARKETING 10 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Online Ad Spend Europe versus US (Million Euros) € 20,000 € 15,000 € 10,000 € 5,000 € 16,100 € 14,505 € 11,545 € 7,213 € 10,956 92% € 13,476 23% 40% ACTUAL ACTUAL Traditional Advertising Europe FORECAST USA Digital Advertising €0 8% 2006 2007 2008 2007, Warc source 2008, IAB Europe forecast Spend on online as a percentage of all media spend by country UK Denmark Norway Sweden Netherlands Germany Poland France Finland Spain* Italy Austria Greece 18.8% 18.6% 18.1% 16.9% 16.6% 12.8% 9.9% 8.9% 8.1% 8.0% 7.1% 5.2% 1.6% Source: IAB Europe/Pw C/*Infotech (for Spain)/ WARC( for all other countries) © 11 2007, AdEx IAB Europe source 2007, AdEx IAB Europe source 11 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members THE MIA PROJECT MEASUREMENT INTERNET AUDIENCE 12 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Background to the MIA project Launched in October 2007 Objectives: To understand the current online measurement systems and frameworks in use in major online markets and regionally around the world: To provide transparency To identify what is available globally, regionally and locally To share best practices To drive a debate around what is required from online measurement systems to support the growth and future development of the online advertising industry Long term goal: Improve the accountability of the Internet as an advertising medium 13 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members 14 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Participants and Regions Unidentified 1% Latin America 4% UK & Ireland 11% Asia/Pacific 5% North America 8% Germany 12% Turkey & Greece 9% Other E Europe 6% Spain 12% Poland 8% Other W Europe 2% Benelux 9% Nordic 4% Q8, In which country are you based? n=820 France 5% Italy 4% 15 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Importance of Quality Standards 5 (extremely important ) (5.0) 4 (4.0) 3 (3.0) 2 (2.0) 1 (little or no importance) (1.0) Mean score 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% It should be clear Measures ought to Audience Measures ought to and transparent as be calculated measurement be independently to how measures consistently should conform to verified are calculated agreed industry standards Q13 How important is it for you that the industry is able to deliver the following things in relation to online audience measurement? n=808-814 5 4 3 2 1 16 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Satisfaction with Current Quality Standards 5 (extremely satisfied ) (5.0) 4 (4.0) 3 (3.0) 2 (2.0) 1 (not at all satisfied) (1.0) Don't Know Mean score 5 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 4 3 2 It is clear and transparent as to how measures are calculated Measures are calculated in a consistent way Audience Measures are measurement being conforms to independently agreed industry verified standards Q14 How satisfied are you that the industry is currently delivering the following things in relation to online audience measurement in an effective way? n=804-808 1 17 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members International Challenges Q17 When looking at online audience measurement in different countries, what additional challenges do you feel you face in getting the information you need, above and beyond those you’d face when you are looking at just your own country in isolation? n=372 18 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members Thank you [email protected] and www.iabeurope.eu 19 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members