Sofia Webit 2009
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1) The document discusses changes in digital marketing and advertising in Europe. It notes that the advertising model is changing dramatically from passive audiences to active users. 2) Data shows that online advertising spending is growing in Europe but some countries may see challenges in 2009 due to economic downturns. Search advertising accounts for the largest share at 43% in Europe. 3) The document addresses two main challenges - business challenges around brand advertising and direct response, and legal challenges around building trust and respecting consumers who have more control over their data and experience skepticism toward marketing.
Sofia Webit 2009
- 1. IAB Europe the trade association network for the digital industry WEB IT 2009 « The European Digital Landscape » 1 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 2. VISION MARKETING WILL NEVER BE THE SAME ANYMORE…. 2 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 3. Source: Financial Times The ad model is changing dramatically 3 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 4. From a passive audience… 4 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 5. …To an active user 5 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 6. Internet its not only a new media, it has become the place of interaction between people and brands. 6 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 7. Things have changed and we need to think in a new model. 7 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 8. Where are we going to? 8 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 9. Technology is integrated. Everything´s connected. 9 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 10. 10 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 11. TWO CHALLENGES BUSINESS AND LEGAL…. 11 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 12. BUSINESS IT’S ABOUT BRAND ADVERTISING AND DIRECT RESPONSE 12 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 13. Total Online Ad Spend Europe vs USA 2007 and 2008 (Million Euros) € 16.6 € 15.0 Share of formats 2008 € 12.9 € 10.6 Classifieds €3.3bn, Search 26% €5.6bn, 2007 2008 Europe USA Source: IAB Europe/PwC © 43% Display Total by Country 2008 and 2007 € 3.8bn, 29% Email (in million Euros) €0.2bn, € 2,889 UK € 3,441 Source: IAB Europe/PwC © 2% € 2,501 Germany € 2,975 € 1,537 France € 1,821 Spend on online as a percentage of all € 729 media spend by country Netherlands € 794 Denmark 24.4% € 667 UK 23.1% Italy € 799 Norway 21.1% € 497 2007 Sweden 19.5% Spain € 628 Netherlands 18.0% Sweden € 372 France 16.1% € 442 2008 Germany 15.2% Denmark € 340 Poland 12.7% € 415 Finland 11.5% € 282 Hungary 10.8% Norway € 345 Belgium 10.5% Belgium € 237 Spain 8.9% € 286 Source: IAB Europe/PwC © Italy 8.7% Source: IAB Europe/PwC, WARC Austria 6.8% Greece 2.1% 13 13 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 14. In current downturn, growth will be challenging for online advertising in 2009, especially in mature markets 1% Greece 0% 30% 25% 20% 15% 10% 5% 0% Forecast GDP Growth 2009 (%) -1% Norway Poland -2% France Spain Austria Hungary -3% Denmark UK Sweden -4% Belgium -5% Italy Netherlands -6% Low / no Finland Medium Germany -7% growth growth Proportion of adspend online 2008 14 Source: IMF (for GDP decline), WARC (main media spend), IAB/PwC The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 15. 15 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 16. LEGAL IT’S ABOUT TRUST AND RESPECT 16 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 17. Consumer in control • More marketing litterate • Desire for more autonomy and uniqueness • Less trusting • More critical, skeptical • Even indifferent 17 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 18. THE PROSUMER MC DC SURVEY 18 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 19. 19 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 20. BACKGROUND AND METHODOLOGY Northern Eastern Southern Western Europe Europe Europe Europe Denmark Poland Spain Belgium N = 1.986 N = 2.022 N = 2.196 N = 2.119 Norway Romania Italy The Netherlands N = 2.016 N = 2.035 N = 2.086 N = 2.038 Sweden Hungary Greece France N = 2.081 N = 2.010 N = 1.971 N = 2.000 Finland United Kingdom N = 2.005 N = 2.017 Germany N = 2.028 Switzerland N = 1.996 20 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 21. Sweden 82% 6,2 million Finland 75% 3,3 million Norway 83% 3,1 million Denmark 80% - 3,5 million The Netherlands UK 85% - 11,4 million 73% Poland Germany 36,6 million 44% 69% 48,6 million 14 million Belgium 66% 5,8 million France Hungary (*) Countries measured in MC DC 2009 61% Switzerland 45% - 3,8 million Source: MC DC 2009 CATI research and Forrester data 31,6 million Romania 73% 32% - 5,7 million Internet penetration > 75% 4,6 million Internet penetration 50 - 75% Internet penetration < 50% Spain 50% Italy 19 million 52% Greece 26,5 million 42% 21 4 million The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 22. MAIN FOCUS Transactional Commercial TRUST Informational Technological 22 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 23. Transactional Trust Purchase & Sell products online Carry out financial transactions online 23 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 24. Transactional Trust Internet Trust Q : To what extent do you agree with this statement : “I have my doubts about the level of security of online banking (facilities offered by your bank to enable you to administer your accounts, investments, insurance policies... online)” Fully agree Rather agree Neutral Rather disagree Fully disagree Top 2 % 14% 21% 34% 23% 8% 35% 11% 18% 22% 37% 12% 29% 6% 17% 36% 31% 10% 22% 22% 22% 24% 22% 10% 44% 15% 15% 42% 20% 8% 30% 14% 29% 32% 19% 6% 43% 18% 22% 28% 20% 12% 40% 5% 13% 25% 33% 24% 18% 18% 35% 26% 14% 8% 52% 15% 26% 27% 25% 7% 41% 14% 27% 32% 20% 7% 41% 4% 13% 38% 30% 15% 17% 5% 13% 30% 35% 16% 18% 20% 34% 29% 14% 4% 54% 9% 23% 30% 26% 12% 32% 19% 15% 26% 27% 12% 35% 11% 19% 41% 24% 4% 30% 10%> European Average 24 10%< European Average The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 25. Transactional Trust E-commerce Experience Q : Have you ever purchase a product or service on the internet (via any of the connection methods)? 10%> European Average 10%< European Average 100 90 34 33 31 30 34 39 38 35 80 43 42 42 51 No 70 57 52 52 60 78 81 50 40 66 67 69 70 66 61 62 65 30 57 58 58 Yes 49 43 48 48 20 10 22 19 0 25 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 26. Transactional Trust E-commerce Trust Index 225 E-COMMERCE TRUST INDEX 200 175 150 184 125 100 10 Points > European Average 26 10 Points < European Average The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 27. Informational Trust Providing information and publishing information online Trust in the information that is available online 27 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 28. Informational Trust Adoption Online Identity Q : Which of the following activities did you perform on the internet? – I am member of an online social network (e.g. MySpace, Facebook, …) Yes No ONLINE SOCIAL 100% NETWORK MEMBERSHIP 80% 60% 40% 45% 45% 20% 55% 55% 0% 10%> European Average 10%< European Average 28 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 29. Informational Trust Trust in Website Privacy Policies Q : Do you have more trust in a website when it provides a privacy policy? Yes, a lot Yes, a bit No, not really No, not at all Top 2 % 8% 48% 35% 9% 56% 7% 39% 44% 10% 46% 9% 56% 28% 7% 65% 7% 32% 42% 19% 39% 3% 48% 44% 5% 51% 24% 50% 19% 7% 74% 5% 37% 43% 14% 42% 5% 58% 30% 8% 63% 16% 51% 30% 3% 67% 13% 59% 25% 3% 72% 8% 46% 38% 8% 54% 6% 58% 26% 10% 64% 13% 55% 26% 7% 68% 5% 64% 26% 5% 69% 8% 49% 31% 12% 57% 2% 43% 48% 7% 45% 5% 57% 30% 8% 62% 10%> European Average 29 10%< European Average The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 30. Technological Trust Trust in the internet as a technology Avoidance of doubtful websites Usage of virus scanners & firewalls Faith & Adoption of cloud computing services 30 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 31. Technological Trust Privacy Measures (1/2) Q : Do you have antivirus software installed on the computer you use the most to access the Internet? – Do you have a firewall/firewall software installed on the computer you use the most to access the Internet? – Do you sometimes store website passwords in your Internet browser so you don't have to type them in the next time you want to access these websites? Yes No Don’t know ANTIVIRUS SOFTWARE 100% 75% 50% 8% 88% 88% 4% 25% 0% USE FIREWALL 100% 75% 50% 15% 76% 76% 9% 25% 0% STORE PASSWORDS 100% 75% 50% 44% 49% 49% 7% 25% 0% 10%> European Average 10%< European Average 31 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 32. Commercial Trust Trust & Avoidance of online advertising Promotions on the internet vs. traditional media 32 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 33. Commercial Trust Internet Trust Q : To what extent do you agree with this statement : I find online advertisements (e.g. banners) or promotions to be more reliable than advertisements on TV, in a magazine, on the radio, … Fully agree Rather agree Neutral Rather disagree Fully disagree Top 2 % 7% 46% 25% 19% 10% 5% 31% 36% 27% 6% 41% 30% 28% 1% 5% 31% 32% 31% 6% 3% 6% 51% 22% 18% 9% 4% 5% 53% 21% 17% 9% 8% 3% 38% 25% 27% 10% 38% 28% 32% 2% 12% 61% 16% 9% 14% 12% 45% 34% 10% 12% 15% 54% 20% 10% 16% 6% 41% 22% 31% 6% 13% 54% 20% 12% 12% 7% 14% 48% 22% 9% 22% 6% 4% 34% 27% 29% 10% 3% 6% 40% 18% 33% 9% 7% 50% 27% 14% 9% 10%> European Average 33 10%< European Average The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 34. Socio-demographic Profile 34 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 35. Socio-demographic Profile Age Q : What is your age bracket? 55+ 45‐54 35‐44 25‐34 15‐24 100 9 8 7 90 21 23 25 27 27 28 24 27 28 10 28 27 29 30 14 13 31 80 18 70 17 16 20 17 16 19 19 17 19 17 17 17 17 60 18 16 20 21 25 50 22 22 20 19 23 19 20 20 17 28 22 19 18 20 19 40 30 19 20 18 23 18 22 18 17 18 17 17 17 19 16 20 40 36 30 10 19 21 17 19 17 17 18 18 17 19 16 16 16 15 0 35 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 36. Internet Profile 36 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 37. Internet Profile Internet Experience Q : How long have you been active on the Internet? 2005‐09 2000‐04 Before 2000 100 14 10 12 17 15 17 90 29 27 30 28 27 27 37 35 39 80 42 20 18 23 23 55 70 33 40 60 28 26 32 33 50 42 35 38 47 40 41 43 70 70 30 62 60 30 53 44 45 47 20 38 41 28 27 30 10 23 20 15 15 0 37 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 38. Internet Profile Internet Intensity 10%> European Average Q : On days when you use the Internet, how long do you use it on an average day? 3 hours or more 1 to 3 hours 1 hour or less 100 90 18 22 22 28 26 29 25 27 26 27 29 26 27 30 31 80 41 44 70 60 46 43 49 43 42 50 49 49 46 46 48 46 48 49 50 49 40 42 43 30 20 35 31 35 28 29 27 31 24 26 25 26 25 23 10 18 20 20 13 0 38 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 39. IAB EU NETWORK SUPPORTING THE INDUSTRY… 39 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 40. 2008: 2009-2010: • Austria • Portugal • Belgium • Ireland • Croatia • Luxemburg • Denmark • Bulgaria • Finland • Russia • France • ...and more to follow • Germany • Greece September 2009 : • Hungary • Italy • Netherlands Established countries : • Norway • Poland -20 countries with over 125 staff • Romania -more than 5250 member companies • Slovenia • Spain • Sweden New countries in 2009-2010 : • Switzerland -Portugal, Ireland and Luxemburg • Turkey • UK -Russia and Bulgaria Priorities 2009-2010 : -Public Policies : trust and transparency -Standardisation : simplification -Benchmarking : consumer -Best Practices : efficiency 40 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members
- 41. Keep on pushing the digital economy....with www.iabeurope.eu 41 The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members