Interactive Advertising Outlook 2009

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A report from Interactive Advertising Bureau (IAB) - January 2009.

Transcript of Interactive Advertising Outlook 2009

  • 1. Interactive Advertising Outlook 2009 A Report to the JP Morgan Chase Virtual Advertising Summit Cyberspace,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 Revenues Membership 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 Billion FirstNineMonthRevenues 2007vs.2008 $millions Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results October 2008, and Q3 November 2008 combined
  • 6. Historical Quarterly Revenue Trends Since the third quarter of 2002, revenues have increased 21 of the past 24 consecutive quarters. Quarterly Revenue growth remains strong on a cumulative year-over-year percentage and dollar basis. Quarterly$RevenueGrowthComparisons 20002008YTD $millions 2000 2001 2002 2003 2004 2005 2006 2007 2008 Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2008
  • 7. Seasonal Trends Relatively Strong Through First 9 months $21.2B 28% $16.9B 28% $12.5B $millions 29% $9.6B $8.1B 28% $7.1B $7.3B 72% 26% $6.0B 23% 30% $4.6B 72% 26% 71% 38% 72% 74% 77% 70% 74% 62% Source: IAB Internet Advertising Revenue Report, 2008 Second-Quarter and First Six-Month Results, October 2008
  • 8. YOY % Search & Display Spend Grow Lead Gen 7% Classifieds 14% Email 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 display medium PercentageChangeinMeasuredAdSpending: JanSept2008vs.JanSept.2007. Media Sector Percentage Change Television Media 2.1% Magazine Media -3.9% Newspaper Media -10.0% Internet (Display Ads Only) 7.0% Radio Media -8.8% Outdoor -0.5% FSIs 0.9% Total -1.7% Source:TNSMediaIntelligenceReportsU.S.AdvertisingExpendituresDeclined1.7PercentinFirstNineMonthsof2008,TNSMediaIntelligence PressRelease,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 Include Rising Broadband Penetration USBroadbandHouseholds (inmillions) Source:JupiterResearchInternetAccessModel,3/07(USOnly)
  • 13. Consumers Time Spent Online Keeps Increasing 18.0 16.0 15.3 13.5 14 Average Weekly Hours Online 14.0 12.5 12.0 11.1 9.4 9.8 10.0 8.0 6.0 4.0 2.0 0.0 2001 2002 2003 2004 2005 2006 2007 Source:USCAnnenbergSchoolCenterfortheDigitalFuture,The2008DigitalFutureReport,andpreviousDigitalFutureReportreleases.
  • 14. Search Is Now Habitual 100% 90% 89% 91% 91% 89% 85% 90% Percentage of US Online Adults 80%