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• Wednesday, 4.00 – 5.00pm

• Wednesday, 4.00 – 5.00pm. Improving Online Ad Effectiveness Research.

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• Wednesday, 4.00 – 5.00pm

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  1. • Wednesday, 4.00 – 5.00pm Improving Online Ad Effectiveness Research MODERATOR:•Simon Booth, Technical Director, TangozebraPANELISTS:•Nick King, Director of Research, Diffiniti•Laurence Bour, Head of Research, Internet Advertising Bureau•Simon Falconer, Strategic Planner, Guardian Unlimited

  2. IAB UK Online Ad Spend Study Results for the full year 2005 Prepared by PricewaterhouseCoopers for the IAB

  3. Background • Census of all major UK online media owners • Official Advertising Association figures since 1997 • Information collected each half year • Analysis available by • Format • Industry category • Source: IAB/PricewaterhouseCoopers

  4. £1,366.4mmarket in 2005 Source: IAB/PricewaterhouseCoopers

  5. 2005 vs 2004 65.6% increase An increase of £541.3m on comparable full year results Source: IAB/PricewaterhouseCoopers

  6. Market share nears 8% Full year 2005 Internet 7.8% Source: PricewaterhouseCoopers / Internet Advertising Bureau / The Advertising Association / Radio Advertising Bureau / WARC

  7. Online drives the whole market Total advertising market growth = 2.5% Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC

  8. The digital media mix The developing mix of ad products

  9. The digital media mix % share of revenues for the full year 2005 Full year total – £1,366.4m IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  10. The digital media mix All formats have experienced actual growth, especially paid-for search listings IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  11. Industry categories

  12. Recruitment lead the market in the second half of 2005 Recruitment & Finance continue to dominate the online advertising market IAB estimates for actual ad spend by industry are based on samples of categorised net revenue from key IAB members provided by PwC. The ranking now shows Telecoms as a separate category (previously included in Business & Industrial). Data excludes unclassified figures and covers 55% of online revenues in H2 2005. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  13. Automotive and Entertainment & Media are catching up with the perennial leaders IAB estimates for actual ad spend by industry are based on samples of categorised net revenue from key IAB members provided by PwC. The ranking now shows Telecoms as a separate category (previously included in Business & Industrial).Data excludes unclassified figures and covers 55% of online revenues in H2 2005. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  14. The next milestone • £2 billion • A real possibility within next 12 months • This would make online bigger than national press

  15. Branding studies * skyscraper * * mpu * * banner * User 1 * banner * User 2 User 3 * No exposure *

  16. Branding studies * skyscraper * * survey * * mpu * * banner * User 1 Exposed * banner * * survey * User 2 Exposed * survey * User 3 Control * No exposure *

  17. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness • Advertising awareness • Message association • Brand favourability • Brand perception • …

  18. Branding studies • Metrics gathered • Spontaneous awareness

  19. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness

  20. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness • Advertising awareness

  21. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness • Advertising awareness • Message association

  22. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness • Advertising awareness • Message association • Brand favourability

  23. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness • Advertising awareness • Message association • Brand favourability • Brand perception

  24. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness • Advertising awareness • Message association • Brand favourability • Brand perception • Demographics

  25. Branding studies • Metrics gathered • Spontaneous awareness • Prompted awareness • Advertising awareness • Message association • Brand favourability • Brand perception • Demographics • …

  26. Branding studies • Breakdowns: • Demographic segments • Sites • Creatives • Interactions • …

  27. Planning Quantity Client expectation Relationships Implementation Scope

  28. Thank you

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