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

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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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…

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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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.

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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MARKETING CHALLENGED AND PUZZLED

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Things have changed and we need to

think in a new model.

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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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

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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THE PRIVACY DEBATE

43

PRIVACY

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Keep on pushing the digital economy....with www.iabeurope.eu

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