What kind of internet advertising works in Europe? IAB Europe collects the data about the efficiency of digital advertising and its president is going to reveal them.

1. IAB Europe
SEMPL 2012
« Trends, Facts and Figures from the European Digital Advertising Industry »
Portoroz
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

2. WE’RE ON A MISSION
to grow the market of
2
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

3. DISRUPTIVE?
YES….BUT NOT CRAZY!
3
3
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

4. 4
4
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

5. PROVEN RESULTS
TO CONVINCE AND REASSURE
5
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

6. €20.9 billion

7. 35 Expenditures (Blj€)
31
30
30 27,5
24,5 25
25
21,5
19,6
20 17,7 18 USA
17,1
>15% in 2012 15,3
EU
15
12
CHINA
10
6
5 2,5
1
0
2009 2010 2011 2012 2013
Source IAB/PWC/ScreenDigest
7

8. Key facts and figures:
• A €20.9bn market
• Double-digit growth despite tough economic conditions
• Search reclaims status as fastest-growing segment: +17.9%
• Internet contributes 21.8% to all media spend up from 19.7%
• Video and mobile advertising gain leverage

9. CEE markets grow most rapidly
Online ad growth
60%
50%
40%
30%
20%
10%
0%

10. CONSUMER DRIVEN
CHALLENGING OUR PRACTICES
10
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

11. FROM A PASSIVE AUDIENCE…
11
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

12. …TO AN ACTIVE USER
12
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

13. Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.
Source : MC DC Survey
13
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

14. The total media
picture
+
Online deep dive
14

15. Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
• An Omnibus + Online Finland
methodology was used across Norway Russia
all countries totalling nearly Sweden Czech
50,000 interviews Republic
• The application of quotas Denmark
Poland
ensured that representative Ukraine
Ireland UK
samples were achieved in Germany Slovakia
each Market Netherlands Romania
→ quotas on age, gender, Hungary
France
education and regional Bulgaria
distribution were Belgium Turkey
Italy
applied Spain Slovenia
Greece
Portugal
Switzerland Austria Croatia Serbia
15

16. Mediascope Europe – Local Sponsors - Slovenia
16

17. The Media evolution
426.9m
of Europeans are
online
Total adult European population of 652.1million
17

18. The Internet evolution
65%
of all Europeans are
online
Online penetration European Internet
since 2010 has users spend on
increased by 19% average 14.8hrs
and the average online per week
number of hours
spent online risen by 15%
across Europe 10
18

19. The Internet evolution
87%
81% online
online
in Northern
Europe
in Western
Europe
61%online
55% online
in Southern in Central &
Europe Eastern Europe
19

20. The European media consumption landscape
Hours per week used
12.1 hrs 11%
TV 16.8hrs Since 2010*
15%
Online 13.6 hrs 14.8hrs Since 2010*
Radio 15.4 hrs 12.7hrs
2%
Newspapers 4.1 hrs 4.6hrs Since 2010*
3%
Magazines 3.5 hrs 4.0hrs Since 2010*
*Based on EU10
20

21. More connected = more engaged
56% Multi-tasking across devices
in 2 years
Multi-task across devices
in 28 markets
50%
21

22. Shows Brand relationships grow via digital touchpoints
‘Super connected users’
more likely to engage in
40%
similar content across More likely
devices,
find out more about
products seen advertised 15%
More likely
22

23. More themes to explore
→ Internet everywhere by any means
→ Connectivity via mobile phones increasing engagement
→ Media multi-tasking means more active consumers
→ Consumers have instant access to information at their fingertips
→ Brand relationships grow via digital touchpoints
→ Internet enriches consumer communication
→ Online plays a key function in the purchase funnel, online and
offline
23

24. RESPECTFUL
REDEFINING PRIVACY
24
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

25. Control of data
is a hot topic
25
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

26. 37% is not using
location-based services
because of privacy
concerns
Source : MC DC Survey
26
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

27. SELF-REGULATION
27
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

28. ORGANIZED INDUSTRY
TO SUSTAIN THE GROWTH
28
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

29. November 2012:
Stakeholders and dedicated staff :
• 28 countries with over 150 staff
• 80 corporate members
• more than local 5000 members
Potential countries in 2013?
• Many new initiatives
29
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

30. Thank You
president@iabeurope.eu
30
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members