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IAB Ireland PwC Online Adspend Study H1 2012

IAB Ireland PwC Online Adspend Study H1 2012. Suzanne McElligott CEO, IAB Ireland November 13 th , 2012. In association with:. Agenda. Introduction Study Methodology Market Background Online Adspend Results Looking ahead… Questions. 1. Introduction.

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IAB Ireland PwC Online Adspend Study H1 2012

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  1. IAB Ireland PwCOnline Adspend Study H1 2012 Suzanne McElligott CEO, IAB Ireland November 13th, 2012 In association with:

  2. Agenda • Introduction • Study Methodology • Market Background • Online Adspend Results • Looking ahead… • Questions

  3. 1. Introduction • Census of all major Irish online media owners • Information collected each half year • Analysis available by • Format • Industry category

  4. 2. Study Methodology • Internationally, IAB has been working with PwC since 1997 to survey the value of online adspend in Europe and North America. • In our study, 26 leading publishers participated, representing multiple websites. • 13 sales houses and ad networks also participated • All data was provided to PwC on a confidential basis.The data is prepared by PwC based on the figures provided by participants which have not been verified or audited by PwC.

  5. Survey participants

  6. Survey participants

  7. Study Content • Total advertising revenue is reported on a gross actual basis (including agency commission) • The figures are drawn up on the basis of actual revenues submitted by the study participants • Estimates have been included for Googleand Facebook based on consultation with industry representatives.

  8. 3. Market Background • GDP figures • Other economic indicators? Domestic Demand remains very weak. Expectation is GNP will fall marginally in 2012 before increasing modestly in 2013. Unemployment expected to remain high at 14.8% Source: ESRI Quarterly Economic Commentary – Autumn 2012 Annual Growth Rate Graph 2007 – 2011 (from NIE 2011 release issued Thurs 12.07.2012)

  9. % Growth / Decline by Quarter • GNP driven mainly by exports, GDP flat last quarter • Some signs of growth, however consumer confidence still low and consumers are slow to spend

  10. Consumer Confidence • Irish Consumers still cautious as consumer confidence remains at 64 points in Q2 2012 (with no change versus same period in 2011), according to the latest global consumer confidence findings from Nielsen. • Perceptions of Job prospects and personal finances still fragile • Four in five Irish respondents indicated that, compared to this time last year, they have changed their spending habits in order to save on expenses (versus 67% of global respondents). • This had a direct impact on intended discretionary spend, which decreased for Irish consumers in Q2 2012 for almost all sectors reviewed. Source: Nielsen Global Consumer Confidence Survey Q2 2012 – Ireland Results

  11. The Irish Online Audience 2.9m Irish are online Total adult Ireland population of 3.7 million Source: IAB Mediascope Ireland Results July 2012 www.iabireland.ie

  12. Time spent online 80% of all Irish are online EU: 65% Irish Internet users spend on average 13.5hrs online per week EU: 14.8 Source: IAB Mediascope Ireland Results July 2012 www.iabireland.ie

  13. Internet central to lifestyle 91% of all Irish Internet users state the internet helps them manage their lifestyle EU: 81% 70% of all Irish Internet users state the internet helps them book holidays or make travel arrangement EU 43% 54% of all Irish Internet users state the internet helps them manage finances EU: 44% 74% of all Irish Internet users state the internet helps them keep in touch with friends or relatives EU: 63% Source: IAB Mediascope Ireland Results July 2012 www.iabireland.ie

  14. Proportion of Irish marketing budgets being spent online Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012

  15. Online ROI Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012

  16. Mediascope Ireland insights Irish Internet usage: 13.5 hours per week (average) Internet usage via mobile: Ireland 32% (EU 21%) 88% of all Irish Internet users research online and purchase offline (EU 79%) 46% of all Internet users in Ireland go online via more than one device (EU:37%) €685 is the average spend pp in Ireland online (6 month period) (EU €554) 97% of all Irish Internet users shop online (EU: 87%) Source: IAB Mediascope Ireland Results July 2012 www.iabireland.ie

  17. 4. IAB Ireland Online Adspend H1 2012 Gross Online Adspend €73.2m

  18. Online Revenue: H1 2011 vs H1 2012 Online Revenue Growth of 12.8% m m € million

  19. Online Adspend 2009-2011 Sources: IAB PwC Adspend Studies 2009-2011

  20. Digital Media Mix H1 2012 Breakdown by advertising format based on figures provided - based on 99% of the overall total. € million

  21. Digital Media Mix H1 2011 Breakdown by advertising format based on figures provided – based on 93% of overall total. € million

  22. Social Media Advertising in H1 2012 € 2.9m* *Based on figures submitted for Boards.ie and Linkedin and estimates for Facebooketc. Prepared in consultation with industry representatives.

  23. Display Breakdown H1 2012 Breakdown by advertising format based on figures provided - 100% of display. € million

  24. Display Breakdown H1 2011 Breakdown by advertising format based on figures provided - 100% of display. € million

  25. Industry Categories - Display • Top Performers in Display H1 2012 • FMCG (16%) • Finance (11.6%) • Telecomms (10%) • Entertainment & Media (9.6%)

  26. Industry Categories - Display • Top Performers in Display H1 2011 • Telecomms (12%) • FMCG (12%) • Entertainment & Media (10%) • Finance (11%)

  27. Industry Breakdown for Display H1 2012 3% Breakdown by advertising format based on figures provided – 82% of display.

  28. Industry Breakdown for Display H1 2011 Breakdown by advertising format based on figures provided – 84% of display.

  29. Industry Categories - Classified • Top Performers in Classified H1 2012 • Recruitment and Property (33.3%) • Automobile (32.8%) • Other (including professional services and individuals selling items online (13%))

  30. Industry Breakdown for Classified H1 2012 Excluding recruitment, property, automobile and other Breakdown by advertising format based on figures provided – based on 93% of classified.

  31. Industry Categories - Classified • Top Performers in Classified H1 2011 • Recruitment and Property (35.3%) • Automobile (28%)

  32. Industry Breakdown for Classified H1 2011 Excluding recruitment, property and automobile Breakdown by advertising format based on figures provided – based on 100% of classified.

  33. 5. Looking Ahead 65% predict growth or strong growth

  34. Barriers to growth The top 5 barriers - ranked in order of importance 1. Economic climate 2. Digital strategy not prioritised within companies 3. Insufficient data in the Irish market 4. Need for further training and knowledge 5. Cost to advertiser

  35. PwC Entertainment & Media Report 2012-2016 By 2016, Online Adspend will grow over 15% per year Doubling over the 4 year period to €304m* in 2016 PwC predict that by 2016, Online Adspend will grow over 15% per year Doubling over the 4 year period to €304m* in 2016 This would represent 30% of the total Irish advertising market says PwC and would make the Internet the leading channel for advertisers here. This would represent 30% of the total Irish advertising market and would make Digital the leading channel for Irish advertisers here. Source: PwC annual global entertainment and media outlook - online adspend predictions are converted from the original dollar currency to euro.

  36. Next Study Next IAB PwC Study - Full Year 2012 April 2013

  37. Questions? Many thanks to: • All of our Adspend participants • NualaNicGhearailt, PwC For More go to www.iabireland.ie or email info@iabireland.ie

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