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IAB Global Summit 2013 -‐ Insights on Digital Growth and Opportuni>es from
Europe 25th September 2013
In This Presentation
1. EU Online Market overview - Guy Phillipson, IAB UK
2. Key drivers panel discussion - with Didier Ongena, Microsoft, and Thomas Schauf, BVDW.
iabuk.net/contact
2012 results
4
ADEX Benchmark -‐ 26 countries in 2012
• Austria • Belgium • Bulgaria • Czech Republic • Croatia • Denmark • Finland • France • Germany • Greece • Hungary • Ireland • Italy
• Netherlands • Norway • Poland • Russia • Romania • Serbia • Slovenia • Slovakia • Spain • Sweden • Switzerland • Turkey • UK
5
Eurozone vola>lity casts spell on media economy…
-‐8%
-‐6%
-‐4%
-‐2%
0%
2%
4%
6%
2004 Q1
2004 Q2
2004 Q3
2004 Q4
2005 Q1
2005 Q2
2005 Q3
2005 Q4
2006 Q1
2006 Q2
2006 Q3
2006 Q4
2007 Q1
2007 Q2
2007 Q3
2007 Q4
2008 Q1
2008 Q2
2008 Q3
2008 Q4
2009 Q1
2009 Q2
2009 Q3
2009 Q4
2010 Q1
2010 Q2
2010 Q3
2010 Q4
2011 Q1
2011 Q2
2011 Q3
2011 Q4
2012 Q1
2012 Q2
2012 Q3
2012 Q4
2013 Q1
2013 Q2
2013 Q3
2013 Q4
GDP growth in Europe
Eurozone GDP Growth y-‐o-‐y France GDP Growth y-‐o-‐y Italy GDP Growth y-‐o-‐y Germany GDP Growth y-‐o-‐y
6
Broadband: Household Penetra>on in Western Europe
Source: IHS Electronics & Media
20
30
40
50
60
70
80
90
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Fixed Broadband penetra<on of households (%)
France Germany Italy Spain UK Nordics total Western Europe
7
The value of the European online ad market 2012
€24.3bn ($32.6bn)
8
European online ad growth con>nues at a double-‐digit rate
21.8
24.3
0
5
10
15
20
25
30
2011 2012
Total online advertising (€bn)
+ 12%
9
Indeed, online is more resilient to macro-‐pressure than other media
2.5%
9.4%
3.8%
-‐5.2%
2.9%
-‐4.0%
9.5%
26.6%
11.5%
-‐1.7%
7.2%
-‐0.4%
-‐10%
-‐5%
0%
5%
10%
15%
20%
25%
30%
WE CEE Total
2012: economic & adver<sing growth
GDP Total excl. Online Online Total
10
There is no single factor for print decline & online does not absorb all print revenue, but budgets do migrate
0
10
20
30
40
50
60
70
2006 2007 2008 2009 2010 2011 2012
Ad spend per capita
Online ad spend per capita Print ad spend per capita
11
In 6 years, online more than doubled its share of all media revenue: 1 in 4 ad €s go to online in 2012
10.3%
19.0%
25.6%
0%
5%
10%
15%
20%
25%
30%
2006 2009 2012
Online market share of ad budgets: total Europe
12
Online for the first >me overtakes print newspaper ad spend & becomes 2nd biggest media category in Europe
0.6
4.6
6.3
8.7
19.3
24.3
28.1
0 5 10 15 20 25 30
Cinema
Radio
OOH
Magazines
Newspapers
Online
TV
2012: European advertising market share by medium
Note: Source for non-online ad revenue is IHS. Print ad spend excludes direct mail.
13
Russia climbs up to 4th largest spender as remaining top 10 maintain their posi>on in the European ranking
6,642
4,551
2,770
1,536 1,418 1,207
920 841 617 591
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
UK Germany France Russia Italy Netherlands Spain Sweden Norway Denmark
Total online ad spend (€m)
14
CEE leads growth, but s>ll remarkable the sustainability of growth in mature markets
12%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
40% Online ad growth
FORMATS
16
Search outperforms, display s>ll high single digit, classifieds & directories pick up pace
17.9%
15.3%
5.7%
14.5% 15.5%
9.1%
6.3%
11.5%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Search Display Classifieds & directories Grand total
Year-on-year growth by format
2011 2012
17
Display growth shows few strong outliers above average rate, yet more outliers below average rate
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
35%
18
Mediascope 2012 – European Media Consump>on
• 28 markets in February 2012
• Omnibus + online
• Over 50,000 interviews
• Quotas on age, gender, educa>on and regional distribu>on
Hungary
Italy
Russia
Spain
Portugal
France
Turkey
Poland
Belgium
UK
Switzerland
Denmark
Sweden
Norway
Germany
Netherlands
Finland
Ukraine
Bulgaria
Romania
Ireland
Greece Slovenia
Croa<a
Slovakia
Serbia Austria
Czech Republic
19
The media evolu>on
426.9m of Europeans are online
Total adult European popula>on of 652.1million
20
The European media consump>on landscape
*Since 2010, based on EU10
Penetra<on
Online 65% +19%*
Radio 64% +3%*
Newspapers 62% -‐6%*
Magazines 48% +12%*
TV 95% +1%*
21
The European TV consump>on
14 hours/week in
Northern Europe
16 hours/week in
Western Europe
17.7 hours/week in Central &
Eastern Europe
16.7 hours/week in
Southern Europe
EU average = 16.8hs
22
The European newspapers consump>on
82% in Northern
Europe
70% in Western Europe
56% in Central &
Eastern Europe
59% in Southern
Europe
EU average = 62%
23
The European Internet consump>on
87% in Northern
Europe
81% in Western Europe
55% in Central &
Eastern Europe
61% in Southern
Europe
EU average = 65%
24
of Internet users watch TV online
73%
*based on monthly use, since 2010 (EU10)
+ 10%*
Internet becomes ‘all consuming’ media device
25
of Internet users listen to radio online
67%
*based on monthly use, since 2010 (EU10)
+ 54%*
Internet becomes ‘all consuming’ media device
26
of Internet users read news online
91%
*based on monthly use, since 2010 (EU10)
+ 25%*
Internet becomes ‘all consuming’ media device
27
TV and Internet mul>tasking – >me spent
per week spent watching TV and using the internet at the same <me
2.8 hrs
28
67% of European tablet users watch TV whilst they are online on a tablet
TV and Internet mul>tasking – with Tablets
29
Discussion Panel
To discuss Key Drivers of Growth in Europe • Online Video • Mobile and tablet • Social media • Programma>c display Please welcome: -‐ Didier Ongena, Microsom -‐ Thomas Schauf, BVDW (IAB Germany)
Key Drivers
1. Video
31
Online video is now 13% of all online display…
13%
0%
5%
10%
15%
20%
25%
Italy Spain European average
Poland UK Finland Russia Sweden Turkey
Online video share of display
32
…but range of growth varies tremendously…
50.6%
-50%
0%
50%
100%
150%
200%
250% Online video growth
Key Drivers
2. Mobile & Tablet
34
Mobile revenues are becoming significant, but are s>ll lagging behind consump>on
5%
0%
2%
4%
6%
8%
10%
12%
14% Mobile display share of total online display
2011 2012
We’re reaching significant milestones (UK)
0%
Source: UK device penetration figures - Comscore / IAB UK estimates
25% 42% 58% 68%
5% 13%
25%
75%
50%
2010 2011 2012 2013 2014
Key Drivers
3. Social
Social success – Europe or anywhere
Great idea!
Memes worth sharing
Earned Owned Paid
• Sponsored posts/Tweets, etc.
• Social seeding, esp. video
• Main sites • Micro-‐sites • Apps
• Organic sharing • Press coverage
Social – Plays nicely with others
ü #YouDrive = World’s first Twiqer-‐led TV ad ü Campaign sought to launch A-‐Class to new, younger audience; brand shim ü Twee>ng viewers set outcome of real-‐>me story told over three commercials during X-‐
Factor ü Two months post-‐launch, 6.2% of total hatchback market; 77K leads ü Heaps of awards, including Cannes Silver & June first place honours in UK’s Crea>ve
Showcase ü View summary here: hqp://www.youtube.com/watch?v=M2nZXRoVTPw
Social Media Effectiveness Research
To appeal to a new
demographic of ‘urban foodies’
To influence product trial & increase
brand sentiment
To highlight new
products and drive purchase
offline and through their online
store
£1:£3 Return on Investment
Key Drivers
4. Programmatic
RTA Overall Market Growth – Euro Big 3 UK, Germany, France
2012 2013 2014 2015 2016
RTB Digital Display Ad Spending ($mm - UK, DE, FR markets)
$0.5B
$1B
$1.5B
$2B
2010 2011 1% 4%
10%
15% 19%
24%
27%
$38 $162
$446
$734
$1,071
$1,439
$1,822
% of total digital display ad spend RTB digital display ad spend ($ USD)
*Source: IDC RTB in the US and Worldwide 2011-2016
RTA Video Market Growth – Euro Big 5 UK/DE/FR/IT/ES by market
Source: IHS/SpotXchange Video goes programmatic: Forecasting the European online video advertising landscape "
RTA – the obligatory Luma-type chart
Source: Mediacom – IAB RTA Conference 2013"
But is it simpler than we think?
Source: Mediacom – IAB RTA Conference 2013"
Brokers
Technology Providers
Sellers
Data Providers
Buyers
Thank you!
25th September 2013