Iab ireland breakfast briefing on online advertising
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IAB Ireland Breakfast Briefing on Online Advertising. Suzanne McElligott IAB Ireland September 12 th , 2012. Online Adspend 2009 -2011. Sources: IAB PwC Adspend Studies 2009-2011. Digital Media Mix 2011. Source: IAB PwC Online Adspend Study 2011. European Online Advertising.

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IAB Ireland Breakfast Briefing on Online Advertising

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Iab ireland breakfast briefing on online advertising

IAB IrelandBreakfast Briefing on Online Advertising

Suzanne McElligott

IAB Ireland

September 12th, 2012


Online adspend 2009 2011

Online Adspend 2009-2011

Sources: IAB PwC Adspend Studies 2009-2011


Digital media mix 2011

Digital Media Mix 2011

Source: IAB PwC Online Adspend Study 2011


European online advertising

European Online Advertising

Online grows 14.5% in 2011

14.5%

Source: IAB Europe AdEx Benchmark 2011 – European Online Advertising Expenditure


Pwc entertainment media report 2012 2016

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.


Proportion of irish marketing budgets being spent online

Proportion of Irish marketing budgets being spent online

Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012


Online roi

Online ROI

Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012


The irish online audience

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


Time spent online

Time spent online

80%

of all Irish are online

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

Irish Internet users spend on average 13.5hrs online per week

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

Source: IAB Mediascope Ireland Results July 2012 www.iabireland.ie


Mediascope summary

Mediascope Summary

The Internet is increasingly becoming the channel for consumption of other media – TV, radio, newspapers

Accessing the internet is no longer solely via traditional computer with people accessing more and more via mobiles, tablets and games consoles

Increasingly people are watching TV and using the internet at the same time, growing tablet ownership levels will only drive this media convergence higher

The Internet influences people’s perceptions of brands and products

Source: IAB Mediascope Ireland Results July 2012 www.iabireland.ie


Mediascope ireland insights

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


Mediascope ireland internet central to lifestyle

Mediascope Ireland – 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


What we do at iab

What we do at IAB


Iab digital training

IAB Digital Training

BESPOKE TRAINING

Tailor made training days to fulfil your team or company’s training needs

TRAINING COURSES

A full schedule of courses available throughout the year

Next Course:

Digital Foundation Certificate

Oct 11th, 18th, 25th

  • ONE DAY WORKSHOPS

  • - Social Media

  • - Measurement & Optimization

  • Search

  • Mobile

  • Digital Sales

  • Digital Project Management


Some companies we ve trained

Some companies we’ve trained


Feedback

Feedback

‘I was extremely impressed with the course yesterday and really thought Tim was one of the best trainer/presenters that I have seen in years. Definitely a good find!!’ Clear Pharmacy

‘Very beneficial, touched on areas that I really wanted him to in terms of analysis, planning, measurement,’ Vizeum

‘Very comprehensive and broad-reaching, covered all aspects of Digital Marketing’ Google (Cera Ward)

‘Very Informative, trainer is personally passionate about this area which resonates throughout the course’ Gotham

‘I found the course very good and enjoyable - I still feel I have a lot to learn on social media but I got a lot out of just one day’ MSL

‘Very interesting and Informative, easy to follow, fun and engaging and interactive. Loved the informal environment.’ Suas


Coming next at iab

Coming next at IAB


Thanks to

Thanks to:

  • MeadhbhQuinn, Meteor

  • Justin Cullen, Radical

  • NualaNicGhearailt, PwC

  • All of our AdspendParticipants

    For More go to www.iabireland.ie or email [email protected]


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