Iab Interactive Advertising Outlook 2009

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Прогноза за развитието на интернет рекламата в международен план. Данни и статистики за онлайн маркетинг.

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  • 1. Interactive Advertising Outlook 2009 A Report to the JP Morgan Chase VirtualAdvertising SummitCyberspace,NewYork January26,2009

2. IABs Mission Remains GROWTH TheInteractiveAdvertising Bureauisdedicatedtothe growthoftheinteractive advertisingmarketplace,of interactivesshareoftotal marketingspend,andof ourmembersshareof totalmarketingspend. 2 3. Our ~400 Members Represent 86% of Measured U.S. Interactive Advertising RevenuesMembership Sample 4. 2009 Themes Interactive continues to grow despite strong economic headwinds Medium girded by its breadth of options, from above-the- line to below-the-line Consumers increasingly embracing digital media in all forms Share shift by marketers from offline to online to tap into the variety, reach, targetability, and effectiveness of interactive media Emerging platforms provide new opportunities for marketers to engage and learn from their customers 5. 2008 First Nine-Month Revenues Totaled Over $17 BillionFirstNineMonthRevenues 2007vs.2008 $millionsSource: IAB Internet Advertising Revenue Report, 2008 Second-Quarterand First Six-Month Results October 2008, and Q3 November 2008 combined 6. Historical Quarterly Revenue TrendsSince the third quarter of 2002, revenues have increased 21 of the past 24 consecutive quarters.Quarterly Revenue growth remains strong on a cumulative year-over-year percentage and dollarbasis. Quarterly$RevenueGrowthComparisons 20002008YTD $millions 20002001 2002 2003 2004 20052006 2007 2008Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarterand First Six-Month Results, October 2008 7. Seasonal Trends Relatively Strong Through First 9 months $21.2B 28% $16.9B 28%$12.5B $millions29% $9.6B$8.1B 28% $7.1B $7.3B 72% 26% $6.0B 23% 30%72% $4.6B 26%71%38% 72%74% 77% 70% 74% 62%Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarterand First Six-Month Results, October 2008 8. YOY % Search & Display Spend GrowLead Gen7% ClassifiedsEmail14% 2%Search 44%(41% in 07) Display* 33% (32% in 07)2008 First Six-Month Revenues: $11.5 Billion Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2007, 2008 * Display-related advertising includes Display Banner Ads, Rich Media, Digital Video and Sponsorship 9. Interactive is the fastest-growing displaymediumPercentageChangeinMeasuredAdSpending:JanSept2008vs.JanSept.2007. Media SectorPercentage Change Television Media2.1% Magazine Media-3.9% Newspaper Media -10.0% Internet (Display Ads Only) 7.0% Radio Media -8.8% Outdoor -0.5% FSIs0.9% Total -1.7%Source:TNSMediaIntelligenceReportsU.S.AdvertisingExpendituresDeclined1.7PercentinFirstNineMonthsof2008,TNSMediaIntelligencePressRelease,Dec.11,2008.NoteTNSdoesnottracksearchadvertisingrevenue.URL:http://www.tnsmi.com/news/12112008.htm 10. US Online Social Network Ad Spending Projected to Grow$millions Source: eMarketer, December 2008 11. Key Growth Drivers 12. Drivers of Interactive Ad Growth IncludeRising Broadband Penetration USBroadbandHouseholds(inmillions) Source:JupiterResearchInternetAccessModel,3/07(USOnly) 13. Consumers Time Spent Online Keeps Increasing 18.015.3 16.0 1413.5 Average Weekly Hours Online 14.012.511.1 12.0 9.89.4 10.08.06.04.02.00.02001 2002 2003 2004 2005 2006 2007Source:USCAnnenbergSchoolCenterfortheDigitalFuture,The2008DigitalFutureReport,andpreviousDigitalFutureReportreleases. 14. Search Is Now Habitual 100%91%91% 90%89% 89%90%85% Percentage of US Online Adults 88% 84% 80% Using Search Engines 70% 60% 50%49% 42%41%41% 40% 38%31% 30% 30%29% 20% 10%0% Sep-02Sep-03 Sep-04Sep-05 Sep-06Sep-07 Jan-02Jan-03 Jan-04Jan-05 Jan-06Jan-07 Jan-08May-02 May-03May-04 May-05May-06 May-07May-08 Used Search Engine EverUsed Search Engine Yesterday Source:AlmostHalfofAllInternetUsersNowUseSearchEnginesonaTypicalDay,PewInternet&AmericanLifeProjectDataMemo, August6,2008Link:http://www.pewinternet.org/PPF/r/258/report_display.asp 15. During 2008, US Search Volumes Grewby 15-26% Each Month30% USCoreSearchGrowthRates,YearOnYear Percentage Growth Rate of US Core Searches,26%25% 23% 22% 20%19% 19% 19%18% 19%20% 17%Year-on-Year 15%15% 10% 5% 0%Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Source:comScoreqSearch,quotedinComScore:YouTubeNow25PercentofAllGoogleSearches,TechCrunch,Dec.18,2008, http://www.techcrunch.com/2008/12/18/comscoreyoutubenow25percentofallgooglesearches/ 16. Digital Video Is Now a Mainstream Medium USMonthlyVideoStreamsServed 9.50 10.009.008.007.00 6.20(Billions)6.005.004.003.002.001.000.00December-07 November-08 KeyNovember2008Data(Nielsen): StreamsServed:9.5billion UniqueViewers:124.3million Streams/Viewer:76.8streams TimeperViewer:177.9minutes Source:Nielsen:9.5BVideoStreamsinNovember,NewTeeVee.com,Dec.30,2008;NielsenOnline'sVideoCensus:NetworksFailingToReach MenOnline,MediaPostOnllineMediaDaily,Feb.15,2008. 17. Smartphones Are Unleashing MobilesPotential As of 2Q 2008, in the US: More than 26 million mobile subscribers use a smartphone device Smartphones represent 16% of recent mobile device acquisitions 57% of smartphones are acquired by personal users 30% of smartphone users are likely to upgrade their device in the coming year Source:NielsenProivdesiPhone3GandSmartphoneStatistics,NielsenMobilePressRelease,October16,2008.URL: http://www.nielsenmobile.com/html/press%20releases/iPhone3GandSmartphoneStats.html 18. Social Media Sites Already Exceed Televisions Reach WorldwideAudienceforTop10SocialMediaSites,November2008 250 221.5 Monthly Global Unique VisitorsTotalSocialMediaAudience:691M,or69.4%reach 200.2Facebooksaudiencegrew116%fromNov07Nov08200(in Millions)150 126.2113.7100 86.8 69.2 63.958.1 46.4 45.6 50 05utrt er krok cesses es HIpa kgg icare it iboacOr Sp FlxAoc dp o SpceBlMySi Ge orFaveWo Li howsYa do inWSource:comScoreasreportedinTopSocialMediaSitesof2008(FacebookStillRising),TechCrunch,Dec.31,2008. 19. Consumers want the Internet to bead-supported For both mobile and PC video, 70% of consumers preferad-supported models over consumer-paid models. (IBM study across 6 major international markets) 67% of US consumers ages 25-34 and 75% ofconsumers aged 13-24 would be willing to be exposedto online ads in exchange for free content. 66% of allInternet users would click on more online ads if theywere better targeted to them. (Deloitte) Source:IBMStudyShowsConsumersWillAcceptNewFormsofAdvertisingIfCompaniesFollowTheirRules,IBMPressRelease, Nov.17,2008,URL:http://www 03.ibm.com/press/us/en/pressrelease/26077.wss;DeloitteStudyquotedinSurvey:Moreonlineads,freecontent,Forbes,December26,2007,link: http://techland.blogs.fortune.cnn.com/2007/12/26/surveymoreonlineadsfreecontent/ 20. Challenges Measurement standardization/simplification Cross-media measurement Antiquated media-mix modeling Overuse/misapplication of DR standards and methodologies Creative shabbiness