«trends, facts and figures from digital and interactive advertising in europe»
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IAB Europe
September 2011
«Trends, Facts and Figures from Digital and Interactive
Advertising in Europe»
Digital Communications Kazakhstan 2011
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
Presented at Digital Communications Kazakhstan 2011 Conference & Exhibition Astana, September 16th 2011
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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REPRESENTING THE ENTIRE ECO-SYSTEM
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Convergence towards Digital
Advertisers Publishers
Media
Agencies
Service Providers
Creative
Agencies
Sales Houses
Broadcasters
Mobile Operators
.
. . .
.
Media
Owners
Social Platforms
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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NATIONAL MISSION DIGITAL EMBASSIES DELIVERING SERVICES
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Promoting and Developing
the digital and interactive market
regulate educate
inform promote
exchange
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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IAB EUROPE IN A NUTSHELL
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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May 2011:
Stakeholders and dedicated staff :
-27 countries with over 125 staff
-41 corporate members at European level
-more than 5000 member companies
Potential New countries in 2011 :
-Iceland and Portugal
Priorities 2011-2012 :
-Public Policies :
-creating trust and transparency
-ongoing dialogue with the regulator
-self regulation
-Business :
-promoting Brand Advertising
-standardization
-Benchmarking :
-understanding the consumer
-comparing the markets
-Networking :
- connecting people
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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THE CONSUMER DIGITAL, CONNECTED AND INTERACTIVE
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8684 84 82
80
7572 71 69
64 64 63 62 62 60 59 59 58 58
53 51 5148 48 47 46 46
43
31 30
25
Neth
erl
ands
Sw
eden
Norw
ay
Denm
ark
Luxem
boug
Germ
any
Fin
land
UK
Aust
ria
Belg
ium
EU
(15 c
ountr
ies)
Irela
nd
EU
(25 c
ounti
res)
Fra
nce
EU
(27 c
ountr
ies)
Slo
venia
Malt
a
Est
onia
Slo
vakia
Latv
ia
Spain
Lit
huania
Pola
nd
Hungary
Italy
Port
ugal
Czech R
epublic
Cypru
s
Gre
ece
Rum
ania
Bulg
ari
a
INTERNET PENETRATION IN EUROPE Number of Internet connections for 100 households
Source : Eurostats – February 2009
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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FROM A PASSIVE AUDIENCE…
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…TO AN ACTIVE USER
Awareness of Facebook
is close to 100% More than 1 billion people (>70% of internet population) use social networks.
People use more than Facebook.
In Europe, people join on average
1,9 social networks. In USA it’s 2,1;
Brazil 3,1 and India 3,9.
Average Facebook session lasts
37 minutes, Twitter 23 minutes.
More than 400 million people use
Facebook daily.
There is a big
Twitter paradox:
80% is aware
of Twitter, only 16%
is using it.
Vkontakte is big
in Eastern Europe:
55% awareness,
39% penetration.
Difficult for new social networks to succeed.
60% does not want any new social networks.
93% is happy with what they have and won’t
in- or decrease.
People connect
online with their
offline friends.
People love to
connect to people.
>50% of social
network users
are connected
to brands.
Offline brand
experiences are
the main online
conversation
starters.
People become a fan on
Facebook because they
like the product, not
because of advertising.
36% posted content
about a brand on
social networks.
Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.
Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.
Consumers prefer e-mail
over social networks to
ask questions to brands.
2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
38% of internet users
has a smart phone.
They are more intensive
users of social networks
than people without a
smartphone.
On average, people
install 25 apps on their
smartphone, but only
use 12. Most used apps
are social network apps.
12% of smartphone
owners is using location
based services.
4% of smartphone
users are familiar with
augmented reality.
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Technology is integrated. Everything´s connected.
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Internet its not only a new media, it has
become the place of interaction between
brands and consumers.
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MARKETING CHALLENGED AND PUZZLED
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Things have changed and we need to
think in a new model.
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Where are we going to?
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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The expenditure shift has started and Europe will soon
take leadership...
Source IAB/PWC
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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THE CHALLENGE BUILDING TRUST
37% is not using
location-based services
because of privacy
concerns
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Control of data
is a hot topic
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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Consumer in control
• More marketing litterate
• Desire for more autonomy
and uniqueness
• Less trusting
• More critical, skeptical
• Even indifferent
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
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BALANCING ACT
Freedom
Restraint
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THE PRIVACY DEBATE
43
PRIVACY
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Keep on pushing the digital economy....with www.iabeurope.eu
and try to join us in 2012 on May 30-31 in Barcelona again for our
6th Interact Congress and Third Mixx Europe Awards!