IAB Europe the trade association network for the digital industry

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

4. From a passive audience…
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

5. …To an active user
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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.
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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.
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

8. Where are we going to?
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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.
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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….
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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
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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%
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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
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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
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

18. THE PROSUMER
MC DC SURVEY
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

36. Internet Profile
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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
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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
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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…
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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
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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
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members