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IAB Europe Leadership Council Lessons from Christmas eCommerce

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IAB Europe Leadership Council Lessons from Christmas eCommerce. Presented by/ /Alex Burmaster - European Internet Analyst. IAB Europe’s comments. - PowerPoint PPT Presentation
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  • IAB Europe Leadership CouncilLessons from Christmas eCommercePresented by//Alex Burmaster - European Internet Analyst

  • IAB Europes commentsThe Christmas period is always a step change in the use of the internet for shopping. Weve seen this since the mid nineties and clearly the panic of Christmas shopping, combined with changes in leisure time, create a new opportunity for internet behaviour to evolve quickly.

    In this research presentation, Alex Burmaster, European Internet Analyst from Nielsen NetRatings explained what happened this Christmas. His research explores where advertisers fit in the ecosystem of internet marketing and the development of internet commerce. Were seeing people spend 10% more in terms of sessions, 18% in terms of time and a massive 27% in terms of pages. Around 2000 pages per month are consumed by the average European internet users, with heavy users clocking up more than three times this.More then two third of European online visited ecommerce sites at Christmas with more than half the online population visiting the large online shopping services like Amazon and EBay.

    It may not be a surprise that Ecommerce is growing rapidly, but with the total internet audience only growing 9% each year in Europe, theres a much steeper growth in the reach and intensity of the use of internet commerce sites. Shopping directories and guides are proving particularly fast in their growth, although the experience across the different countries varies greatly.

    NetRatings can also reveal how display advertising has grown in the number of advertisers and the number of campaigns running across Europe. There are 8% more companies running (which in turn leads to 20% more adverts).

    For me the most fundamental point is that the research also reveals deeper lessons from online shoppers and their behaviour which helps explain why firms should advertise online. In the UK 70% of internet users now claim that the internet is the best source of product information. 44% of people see the internet as being the place they do their shopping research before buying online, a statistic that helps answer the question about how internet advertising drives offline sales. Were also seeing the more sophisticated third of online shoppers claim that they will spend as much time as possible doing their shopping on the web rather than the highstreet. And the average spend? 352 per person during December. As for why people are shopping online? Convenience and the lack of crowds are now being seen as the leading reasons compared to the discounting and price comparisons of a few years before.

    Ask your national IAB team about research they may have for online audiences and spending patterns, and sign up for the IAB Europe Informer research service by emailing your details to [email protected]

  • Lessons from Christmas eCommerceEuropean eCommerce SectorSize, popularity & growthAdvertising

    Why advertise online?

    Themes for online advertising

    How effective is advertising online

  • European eCommerce SectorSize, popularity and growth

  • Use of online media increasingSource: Nielsen//NetRatings European Index, Home and Work Data (CH, ES home data only) November 2005 - 200610% 18% 27%

  • eCommerce is very popularSource: Nielsen//NetRatings European Index, Home and Work Data (CH, ES home data only) December 2006

  • and growing!Source: Nielsen//NetRatings European Index EXC UK, Home and Work Data (CH, ES home data only) December 2005 - 2006

  • eBay and Amazon still dominateSource: Nielsen//NetRatings European Index, Home and Work Data (CH, ES home data only) December 2006

  • European eCommerce SectorAdvertising

  • Online advertising activity growsSource: Nielsen//NetRatings AdRelevance, all categories excluding house ads, December 2006

  • especially for CD/book retailersSource: Nielsen//NetRatings AdRelevance, Specialised eCommerce category, excluding house ads, December 2006

  • eBay is most prolific online advertiserSource: Nielsen//NetRatings AdRelevance, all categories excluding house ads, December 2006

  • Why advertise online?Lessons from online shopper behaviour

  • Q. Why advertise online?Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006A. = its where shoppers spend their time

  • Q. Why advertise online?Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006A. = its where shopping research is done

  • Q. Why advertise online?Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006A. = its the best source of product info

  • Q. Why advertise online?Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006A. = purchasing online is increasing

  • Q. Why advertise online?Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006A. = it accounts for much of spend

  • Q. Why advertise online?Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006A. = people spend money there!

  • Q. Why advertise online?Source: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006A. = people click on ads!!!

  • Themes for online advertisingWhat online shoppers tell us

  • Convenience still best thing about shopping onlineSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2004, 2005 and 2006

  • for almost all consumer groupsSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006

  • How effective is advertising online?What online shoppers tell us

  • General surfing dictates which sites are chosenSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006

  • however, triggers are changingSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2004, 2005 and 2006

  • however, triggers are changingSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2004, 2005 and 2006

  • Triggers differ in importanceSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006

  • Email marketing increasingly a driverSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2004, 2005 and 2006

  • and mobile Internet becoming a factorSource: Nielsen//NetRatings UK MegaPanel Xmas Survey, November 2006

  • Lessons from Christmas eCommerceUse of online media is increasing consumers view 27% more Internet pages than a year ago

    Over two-thirds of online Europeans visit eCommerce sites and growing

    More companies are advertising online; their campaigns are more in-depth

    Advertisers should be online its where shoppers spend their time researching and buying and it accounts for more of spend

    People are open to receiving marketing materials in return for discounts they will click on ads / open emails and receive info through their mobile!

    People shop online mostly because its convenient but factors differ in importance between different groups

    General surfing dictates which sites are chosen but personal recommendations and online ads are growing in importance search is no longer the dominant trigger

    Triggers vary in relevance between the different groups particularly for newer technologies such as mobile Internet

  • Lessons from Christmas eCommerceThank youAlex Burmaster//European Internet AnalystTel//020 7014 0590Email//[email protected]

    Last three bullets come from our survey of UK shoppers only but do provide insights for all marketsThe average European Online spends 45 hours on their PC, viewing around 2000 pages across 45 sessionsOver two-thirds of online Europeans visited a multi-category commerce site39% (1 in every 2.5 people) visits a shopping directory/guide shows the crucial role of this form of advertising / marketingContinental EU pop grown by about 9% so would expect ecommerce audience to grow too

    Strong growth across all the subcatsAll is smaller as not included free merchandise and coupons/rewardsNot only are there more advertisers but the average advertiser is running 11% more banners than at the same point last year

    A campaign is defined by AdRelevance as any banner targeted with the same link (URL) over the same period. If this link is re-activated after seven consecutive days of silence, it is then classified by AdRelevance as another campaign. Not only are there more advertisers but the average specialised eCommerce advertiser is running 34% more banners than at the same point last yearCorporate services Jupitermedia Corporation is a leading provider of original images and information for creative, business and information technology professionals. Jupiterimages provides photos and other graphic images electronically while JupiterWeb is the online media division of Jupitermedia. Results are from our survey of UK shoppers only but do provide insights for all markets

    No queues growing in relevanceCheaper declining in relevanecNo crowds more relevant for 25-34 year olds (more relevant than convenience)Cheaper more relevant for the young and menConvenience most dominant for 45+ and menOn average 4-5 factors drive people to the sites they end up usingYellow are ones directly related to advertisingOnline recommendation catching personal = web 2.0 / ugcSearch is becoming less of a dominant factor as people become more familiar with the online ecosystemPersonal recommendation (that idea of web 2.0 / p2p / user generated contentSearch is becoming less of a dominant factor as people become more familiar with the online ecosystem

    General surfing more dominant for 35-55 year olds and menNotice the spike in personal recommendations for 16-34 year oldsSearch engines 45+ and menOnline ads 25-34Difference in importance of special offers betwee

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