Role of IAB Poland in development of the interactive market.
Jarosław Sobolewski, General Director
Market overview
1. 15 million internet users (36 million citizens)2. Low broadband penetration3. Adspend of more than 200 million euros in 2008 *4. Around 10% of all media adspend5. Internet is medium nr.26. Portals domination7. No international competition on the market except
Google (Ebay, MySpace)
* - 2003 – less than 1% of total adspend online
Our local mission
The most important task for IAB team and members is to stimulate constant growth of interactive share in media spend.
We share the vision of all IABs
Members of IAB Poland
1. Portals2. Ad networks3. Vortals4. Classified&yellow pages sites5. Media houses6. Publishers7. Broadcasters8. Social platforms9. Service providers10. Interactive agencies
…but not yet Advertisers
Members
114 members now!
IAB Poland structureGeneral Assembly – 13 members, fees 10-20K euros per year
Onet.pl (TV holding - TVN)Wp.pl (Orange – France Telecom)Interia.pl (Bauer - publisher)Gazeta.pl/Agora (publisher)IDMNet (ad network)ARBO Interactive (ad network) Ad.Net (ad network)Redefine (TV – Polsat)Axel Springer (publisher)iTVP (national TV)PolskaPresse (Passauer Neue Presse – publisher)Gemius (research provider)Nasza-klasa.pl (social network)
IAB Poland team
Jarek – General DirectorPatrycja – Project ManagerAnna – Account ManagerJacek – Task Force CoordinatorAnia – Education Projects Coordinator??? – Office Assistant
Association landscape in Poland
Number of Google links *:
IAB Poland – 63.400Chamber of commerce of press publishers – 32.900Pro Marka (WFA) – 12.200DMA – 6.760Association of Advertising Agencies – 6.690
* Search done on Google.pl , May15 th 2009,16.00H
IAB Poland - activities
IAB/PwC AdEx CreativeEx
Forum IAB
MIXX Awards
IAB Conferences
IAB Update
IAB Showcase Partnership events: Mediatrendy,Impactor, IDG,
Annual report and media activities
IAB Polska – taskforces
1. Display standards2. E-mail marketing3. SEM4. Interactive agencies5. Performance marketing6. Social networks7. Behavioral targeting8. WoMM9. Video online10. Usability
Plans for2009: Advergaming, Classifieds & yellow pages, Reasearch, Adserving
IAB Polska – education projects
University partnership programme:
3 years plan – 30 cooperated interactive marketing programmes
IAB Polska – communication
www: iabpolska.plMicroblog: iabpolska.blip.plBlog: blogiab.plGoldenline (local LinkedIn): IAB PolskaYoutube: youtube.com/user/IABPolska
Events websites:iabkonferencje.pliabupdate.plforumiab.plmixx-awards.pl
IAB Poland – cooperation
Trade organisations we work close to:
- Association of Advertising Agencies - Direct Marketing Association -International Advertising Association-Związek Stowarzyszeń Rada Reklamy – (EASA Alliance member)
- ProMarka – Advertisers Association- Polskie Stowarzyszenie Producentów Kosmetyków i Środków Czystości „Czyste piękno”
IAB Polska – public affairs
- Self-regulation process:Guidelines, Best practices and Standards
- Lobbing and Legislation support: URT, Prawo Prasowe, UŚUDE (retencja)
Thank you.
More information on IAB Poland at: www.iabpolska.pliabpolska.blip.pl
blogiab.pliabkonferencje.pliabupdate.plforumiab.pl
mixx-awards.pl
And : IAB Polska on Goldenline.pl
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