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IAB/PwC mobile ad spend study

IAB/PwC mobile ad spend study. Guy Phillipson – CEO, IAB Jon Mew - head of mobile, IAB Eva Berg Winters - PwC. In today’s presentation. Introduction Methodology Mobile in 2008 The figures Outlook. 1. Introduction. 50% of the world’s population is on mobile.

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IAB/PwC mobile ad spend study

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  1. IAB/PwCmobile ad spendstudy Guy Phillipson – CEO, IAB Jon Mew - head of mobile, IAB Eva Berg Winters - PwC

  2. In today’s presentation • Introduction • Methodology • Mobile in 2008 • The figures • Outlook

  3. 1. Introduction

  4. 50% of the world’s population is on mobile

  5. But how many in the UK are actually using the mobile internet?

  6. The UK economy is in reverse but technology is in top gear

  7. We call it a phone, but it does everything!

  8. Marketers and media are obsessed!

  9. IAB has successfully integrated mobile Education Events Research Workshops Guides PR + Comms Presentations

  10. So how much is mobile advertising worth? Now we know! ? ? ?

  11. 2. MethodologyEva Berg Winters - PwC

  12. The background… • The IAB has been working with PwC since1997to survey the value of the online advertising market • These figures have become theindustrystandardfor measuring advertising spend • This is the first year we have surveyed the mobile market • Display figures arenotadjusted to account for organisations that have not participated • The display figures are drawn up on the basis of site declaration and have not been not verified • Search figures are estimated through modelling and industry estimates • Total advertising revenue is reported on agrossbasis

  13. Mobile advertising definition • Only media spend reported to ensure fair comparison to other media including • Display advertising • Banners • Pre/post roll and in game • Other including advertising in sms/mms • Search • Figures do not include SMS / MMS production and delivery costs, and other mobile marketing revenues Banner ad Pre/post roll Search In SMS / MMS

  14. Research participants

  15. 3. Mobile in 2008Jon Mew - head of mobile, IAB

  16. Big trends driving uptake Handsets Proof Changing Consumer behaviour Education MobileAdUptake MobileContent Measurement OperatorPricing

  17. Key trends – handsets improve Total 3G penetration +36% yr on yr Source: Comscore 3 month average ending October 2008

  18. Key trends - content Source: Comscore 3 month average ending October 2008

  19. Key trends - pricing + 340% + 109% growth in customers on unlimited data plans in 2008 Source: Comscore 3 month average Feb 2009

  20. Mobile internet usage grows in 2008 +28% growth in 2008 Source: Comscore 3 month rolling average

  21. 4.The figures

  22. Total mobile advertising revenue 2008 £28.6m Source: IAB / PwC mobile display ad spend survey 2008; search spend figure derived from modelling and industry estimates

  23. 2008 total mobile ad spend breakdown Total market £28.6m Source: IAB / PwC mobile display ad spend survey 2008; search spend figure derived from modelling and industry estimates

  24. 2008 total display breakdown Total market £14.2m Source: IAB / PwC mobile display ad spend survey 2008; search spend figure derived from modelling and industry estimates

  25. Year on year growth 2008 v 2007 +99.2% Source: IAB / PwC mobile display ad spend survey 2008; like for like growth, excludes search

  26. Consistent growth through 2008 Quarterly total display revenue 2008 + 17.5% + 9.4% + 15.4% Source: IAB / PwC mobile display ad spend survey 2008; search spend figure derived from modelling and industry estimates

  27. H1 2008 v H2 2008 +27.4% growth from H1 to H2 Source: IAB / PwC mobile display ad spend 2008 – like for like growth, excludes search

  28. Mobile shows similar trend to online £165.7m £153.1m Mobile audience and spend 2008 9.4m* £28.6m Online ad spend £ millions Online audience (millions) £51m £19.4m 1998 1999 2000 2001 *Source: Comscore 12 month average 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

  29. 5.Outlook

  30. Current forecasts for total 2009 advertising

  31. In the toughest year for advertising, mobile is forecast to grow while traditional media declines

  32. Outlook – continued growth expected x

  33. Initially we will run the study annually and publish 2009 figures in early 2010

  34. Key headlines • Total market beats expectations at £28.6m • Impressive growth year on year at 99.2% • Consistent growth throughout year despite market conditions • Close parallels to early online figures • Hard to forecast accurately but we expect growth in 2009

  35. New mobile initiatives from IAB Mobile innovators award – 21st May

  36. Thanks For more information email jon@iabuk.net

  37. Questions?

  38. Thanks For more information email jon@iabuk.net

  39. Disclaimer The IAB retained PricewaterhouseCoopers LLP (the UK firm) (‘PwC’) to compile the mobile adspend figures collected by the IAB from its members in January through April 2009 and to deliver to the IAB the topline figures collated from this review; PwC has not verified the information which it received from the IAB, and provides no opinion or other form of assurance with respect to such information. This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, neither the Interactive Advertising Bureau UK (the ‘IAB’) nor any of the IAB’s contributors/subcontractors accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.

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