wednesday, 4.00 – 5.00pm improving online ad effectiveness research moderator: simon booth,...
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• Wednesday, 4.00 – 5.00pm
Improving Online Ad Effectiveness Research
MODERATOR:
• Simon Booth, Technical Director, Tangozebra
PANELISTS:
• Nick King, Director of Research, Diffiniti
• Laurence Bour, Head of Research, Internet Advertising Bureau
• Simon Falconer, Strategic Planner, Guardian Unlimited
IAB UK Online Ad Spend Study
Results for the full year 2005
Prepared by PricewaterhouseCoopers for the IAB
Background
• Census of all major UK online media owners
• Official Advertising Association figures since 1997
• Information collected each half year
• Analysis available by
• Format
• Industry category
Source: IAB/PricewaterhouseCoopers
£1,366.4mmarket in 2005
Source: IAB/PricewaterhouseCoopers
65.6% increaseAn increase of
£541.3m on comparable full year results
Source: IAB/PricewaterhouseCoopers
2005 vs 2004
Full year 2005
Market share nears 8%
23.5%
21.2%
17.8%
13.6%
5.1%
6.4%
0.9%3.5% TVPress - DisplayPress - ClassifiedDirect MailInternetDirectoriesOutdoorRadioCinema
Internet7.8%
Source: PricewaterhouseCoopers / Internet Advertising Bureau / The Advertising Association / Radio Advertising Bureau / WARC
-5.1% -4.2%
3.6%5.8%
65.6%
-1.0%-2.1%-3.9%
PressClassified
Radio Direct Mail Cinema PressDisplay
TV Outdoor Internet
Online drives the whole market
Total advertising market growth = 2.5%
Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC
The digital media mix
The developing mix of ad products
The digital media mix% share of revenues for the full year 2005
24.6%
56.2% 19.2%
DisplayClassifiedsPaid for search
Full year total –£1,366.4m
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
The digital media mixAll formats have experienced actual growth, especially paid-for search listings
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
3.6
1.2
13.7
36.7
14.3
40.3
121.1
164.5
429.6
8.8
10.7
15.7
20.5
55.6
80.3
182.0
224.4
768.3
Display ads on email
Other display
Interruptive formats
Sponsorships
Tenancies
Further classifieds
Recruitment classifieds
Banners / Embedded
Paid for search listings
2005
2004
Industry categories
Recruitment lead the market in the second half of 2005
IAB estimates for actual ad spend by industry are based on samples of categorised net revenue from key IAB members provided by PwC. The ranking now shows Telecoms as a separate category (previously included in Business & Industrial). Data excludes unclassified figures and covers 55% of online revenues in H2 2005. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
0.7%
1.2%
1.2%
1.3%
2.7%
2.8%
4.9%
6.1%
6.9%
10.1%
10.2%
12.4%
17.4%
22.1%
Other
Govt & other organisations
Property
Gardening & Agriculture
Retail
Business & Industrial
Consumer goods
Telecoms
Technology
Travel & Transport
Entertainment & Media
Automotive
Finance
Recruitment
Recruitment & Finance continue todominate the onlineadvertising market
Automotive and Entertainment & Media are catching up with the perennial leaders
IAB estimates for actual ad spend by industry are based on samples of categorised net revenue from key IAB members provided by PwC. The ranking now shows Telecoms as a separate category (previously included in Business & Industrial).Data excludes unclassified figures and covers 55% of online revenues in H2 2005. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
1.4%
0.7%
1.5%
3.5%
4.2%
5.7%
9.3%
24.0%
0.7%
1.2%
1.2%
1.3%
2.7%
2.8%
4.9%
6.1%
6.9%
12.4%
17.4%
0.2%
11.2%
21.6%
10.5%
6.2%10.1%
10.2%
22.1%
Other
Govt & other organisations
Property
Gardening & Agriculture
Retail
Business & Industrial
Consumer goods
Telecoms
Technology
Travel & Transport
Entertainment & Media
Automotive
Finance
Recruitment
H2 2005
H2 2004
The next milestone
£2 billion• A real possibility within next 12 months
• This would make online bigger than national press
Branding studies
User 1
User 2
User 3
* banner *
* skyscraper *
* No exposure *
* mpu *
* banner *
Branding studies
User 1
Exposed
User 2
Exposed
User 3
Control
* banner *
* skyscraper *
* No exposure *
* survey *
* survey *
* survey *
* mpu *
* banner *
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
• Advertising awareness
• Message association
• Brand favourability
• Brand perception
• …
Branding studies
Metrics gathered
• Spontaneous awareness
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
• Advertising awareness
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
• Advertising awareness
• Message association
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
• Advertising awareness
• Message association
• Brand favourability
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
• Advertising awareness
• Message association
• Brand favourability
• Brand perception
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
• Advertising awareness
• Message association
• Brand favourability
• Brand perception
• Demographics
Branding studies
Metrics gathered
• Spontaneous awareness
• Prompted awareness
• Advertising awareness
• Message association
• Brand favourability
• Brand perception
• Demographics
• …
Branding studies
Breakdowns:
• Demographic segments
• Sites
• Creatives
• Interactions
• …
Scope
Client expectation
Relationships Implementation
PlanningQuantity
Thank you
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