The internet and online advertising in belgium

DisplayliciousGianni CooremanInSites Consulting

2InSites Consulting – Displaylicious – 15/09/09© In

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The medium “Internet”

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Internet goes mobile

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Internet vs traditional media

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Media & advertising

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Brands & online advertising

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Things to remember

Today’s breakfast menu


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The medium “Internet”

“Size does matter ... and it continues to grow”


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Internet penetration > 75%

Internet penetration < 50%

Norway83%

3,1 million

The Netherlands85% - 11,4 million

France61%

31,6 million

UK73%

36,6 millionGermany

69% 48,6 million

Switzerland73%

4,6 million

Italy52%

26,5 million

Spain50%

19 million Greece42%

4 million

Denmark80% - 3,5 million

Sweden82%

6,2 million Finland75%

3,3 million

Poland44%

14 million

Hungary45% - 3,8 million

Romania32% - 5,7 million

Internet penetration 50 - 75%

Belgium66%

5,8 million

228 million European surfers (*)

60% Internet penetration

(*) Countries measured in MC DC 2009Source: MC DC 2009 CATI research and Forrester data


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47%

52% 53%55% 55%

60%63% 64% 65%

67% 68%70% 70%

73%

78%82%

24%

33% 33%

38% 39%

44%48% 48% 49%

53%56% 57% 57%

60%63%

66%

4%7%

11%

17%

23%

28%

35%37%

40%

45%

51%53%

55%58%

60%62%

Oct 00 Apr 01 Oct 01 Apr 02 Oct 02 Apr 03 Oct 03 Apr 04 Oct 04 Apr 05 Oct 05 Apr 06 Oct 06 Apr 07 Jun 08 Jun 09

PC penetration Internet penetration Broadband penetration

5,8 million Belgian surfers66% Internet penetration

Source: MC DC 2009 CATI research (n = 1.134)


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27%33%

39% 42%49%

54% 57% 58%64%

5%

5%

5%5%

4%3%

3%4%

2%

9%

11%

9%9%

8%8%

7%11%

8%

2001 2002 2003 2004 2005 2006 2007 2008 2009

Used in past 2 weeks Used in past month Ever used the Internet

Increasing Internet intensity57% is online 7/7

Source: MC DC 2009 CATI research (n = 1.134)


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Internet goes mobile

“And Belgium is already lagging behind”


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9% ever surfed mobile in BelgiumOnly ½ of the European adoption rate

7%

93%

Yes No

8%

92%

Yes No

9%

91%

Yes No

Q: Which of the following mobile phone types do you own and use? (n BE = 2.119, n EU = 32.606)Q: Have you ever surfed on the Internet from another place than your home, work or school using mobile Internet connection on your mobile phone or smartphone?Q: Do you currently have a subscription to use a mobile Internet connection on your mobile phone or smartphone?Source: MC DC 2009 online research

14%

86%

Yes No

18%

82%

Yes No

14%

86%

Yes No

Smartphone adoption Ever surfed mobile Possession data plan


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Mobile web 2009 ... In terms of the user experience quality we observed, it was like stepping into a time machine for a quick trip back to 1998.(Jakob Nielsen, Feb 17th 2009)


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Internet vs traditional media

“And the Internet spoke: veni, vidi, vici”


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13,8

15,7 15,7

12,4

14,5

11,0

16,4

14,1

16,6

15,0

18,518,1

14,6

8,7

13,2

16,3

18,8

16,9

Total 15-24 25-34 35-44 45-54 55+

Internet Television Radio

13,8 hours online per weekInternet No. 1 among 15-24yo

Q: How long do you use each of the following media on an average weekday / day in the weekend? (n = 549) Source: MC DC 2009 online research


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-4%

-10%

-10%

62%

32%

17%

Internet

Television

Radio

Decrease in 2009-10 Increase in 2009-10

Q: How do you expect your use of these media to develop in the coming year? (n = 549) Source: MC DC 2009 online research

62% says Internet usage will ↑Reducing the gap online / TV


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Media & advertising

“How to avoid avoidance ... via personalisation”


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69%

49%

43%

17%

34%

31%

14%

18%

26%

Irritated by advertising on

TV


the Internet


the radio

Top 2 Neutral Bottom 2

Q: To what extent do you agree with the following statements? (n = 549) Source: MC DC 2009 online research

TV has highest ad irritationReducing the gap online / TV


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73%

63%

32%

17%

22%

38%

10%

16%

30%

Do something else when

commercial break on TV

Switch channels when

commercial break on TV

Leave a website with a lot of advertising


Media consumption is one thingAdvertising exposure another



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44%

40%

31%

34%

25%

26%

Online advertising is less annoying compared to

advertising on the radio or TV

I have no problem

watching or receiving

advertising if it is tailored to my

needs


Online ads less annoyingPersonalisation as a way out



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49%

43%

42%

41%

41%

19%

18%

9%

It provides interesting information

It's cleverly creative

It's entertaining/fun

It's relevant to me

It of fers a discount

It's interactive

It contains multi-media (video or

audio)

It's shareable with others

Personalisation is key for onlineDiscounts might also do the trick

Q: According to you, what are the 3 main characteristics of good online advertising? (n = 549) Source: MC DC 2009 online research


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Openness to provide informationConvince the neutral audience

Q: Companies can use different services to provide you with more personalized information, customized services or product recommendations. To what extent do you find the following services useful?? (n = 549) Source: MC DC 2009 online research

47%

46%

34%

29%

27%

31%

37%

40%

38%

49%

23%

17%

26%

33%

25%

Personalised website based on

previous visits

Personalised online advertising by f illing out interests via an anonymous form

Personalised website based on purchase history

Personalised website based on browsing history

(across sites)

Contextual online advertising



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Brands & online advertising

“Why online advertising? Because it matters!”


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3 out of 4 Belgians use the Internet on a weekly basis to find information on products, services,

brands, companies or shops(and 13% via mobile Internet)


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61%

50%

35%

31%

28%

22%

10%

6%

TV commercial

Print ad

Online ad

Radio commercial

Outdoor

A mini site

Online viral video

A brand page on a social network

35% prefers online advertisingIntegrated media mix matters

Q: Suppose one of your favorite brands is launching a new product or service. What are the 3 main information channels you would like this brand to use when introducing this new product to you? (n = 549) Source: MC DC 2009 online research


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The Internet gains importance as media channel and consumption is almost as high as traditional media (TV and radio).

TV commercials lead to ad irritation and avoidance. We observe the same trend with online.

But personalisation can reduce ad irritation and lead to an increased effectiveness.

Belgian surfers are (partially) open towards providing information in order to make advertising more relevant to them.

Brands should invest in online advertising because it’s an important traffic driver and it leads to higher brand engagement.

Things to remember


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Gianni Cooreman

Digital Research Manager

InSites Consulting

T +32 9 269 16 01

M +32 494 521 776

E [email protected]

http://www.linkedin.com/in/giannicooreman

http://twitter.com/giannicooreman

Online

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Date post:	20-Aug-2015
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