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European Interactive Advertising Trends Tracking Research from IAB Europe & JupiterResearch. October 2005. Tracking Survey overview. First, inaugural joint survey between JR & IAB Europe JR need – to access industry executives across Europe

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European Interactive Advertising TrendsTracking Research from IAB Europe & JupiterResearch

October 2005


Tracking Survey overview

  • First, inaugural joint survey between JR & IAB Europe

  • JR need – to access industry executives across Europe

  • IAB need – to generate additional research data and analysis on industry trends

  • Fielded across Europe through IAB leaders to Online Advertisers & Online Media Owners

  • Conducted August / September 2005

  • 27 advertisers / 53 publisher respondents


Research Key Findings

  • While money steadily flows into the online advertising industry stakeholders are recognizing the importance of, but struggling to deliver, better:

    • Targeting

    • Optimization

    • Integration

    • Consumer Engagement


  • Content owners are experiencing greater website usage and participation


Content Owners are Noticing Online Media Consumption Growing and Becoming More Active

Percentage of Media Owners

Question: “Please state to what extent you agree or disagree with the following statements:”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Publisher n = 53 (Western Europe only)


Content Owners also Noticing Increasing Site Usage and Loyalty Amongst Registered Users

67% experienced increase

Question: “How has the number of active registered users (who visit your website at least once a month) change over the last 12 months?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Publisher n = 45 (Western Europe only)


Half of European Content Owners Have Seen their Opt-in Database grow in last 12 months

50% experienced increase

Question: “How did the size of your opted-in user database change over the last 12 months?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Publisher n = 53 (Western Europe only)


Majority of Content Owners Offer, and Receive, A Level of Audience Participation

Percentage of Online Media owners

Question: “In which of the following ways do you enable visitors to interact with your site?”

Source: IAB Europe / JupiterResearch Executive Survey (9/05), Publisher n = 53 (Western Europe only)


60 percent of European Content owners Offer, or plan to Offer, RSS Content Feeds

Percentage of Content Owners

Question: “What are your company’s plans for publishing content via RSS news feed?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Publisher n = 53 (Western Europe only)


  • Content owners are expecting growth to slow despite revenue diversification & increasing impressions


European Online Publishers Expect Revenue Growth to Slow Despite Growing Web Usage

44% experienced >25% growth 04 to 05 Only 21% expect >25% growth 05 to 06

Percentage of Online Media owners

Question:“How did your total website advertising revenue change in the first half 2005 compared to first half 2004?”

Question:“How do you expect your total website advertising revenue to change in the first half 2006 compared to first half 2005?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Publisher n = 53 (Western Europe only)


A More Sophisticated Blend of Content Attached Online Ad Options is Emerging

Display Ad Format

Ad Type

Question: “How was your total website advertising revenue in 2004 distributed among the following formats?”

Question: “How did different formats contribute to your total display advertising revenue in 2004?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Publisher n = 53 (Western Europe only)


Content Owners Are Increasingly Competing For Budget Against Paid Search

Question: “How is your online advertising media budget allocated among each of the following formats?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Advertiser n = 27 (Western Europe only)


Content Owners Are Increasingly Competing Against CPC / CPA Buying Models

Question: “How is your online advertising media budget allocated among each of the following payment models?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Advertiser n = 27 (Western Europe only)


Content Owners Are Looking to Increasing Impressions Before New Advertisers

Percentage of Media Owners

Question: “Which of the following tactics are you planning to use to improve online revenue performance in 2004 / 2005?” (Please select up to 3.)

Source: JupiterResearch Executive Survey (5/04), n = 30 / (9/05) n = 53 (Online Media Owners, Western Europe only)


Online Targeting issues

  • Advertisers Struggling to Achieve Better Online Targeting & Media selection in an increasingly competitive environment

    • In Paid Search – keyword selection, dayparting, geo-targeting

    • In Display advertising – placement selection (measurement issues), format selection, technology selection

    • In email – list management, segmentation, personalization, timing and frequency


Key Challenges in Online Media P&B are Targeting & Placement Selection in Increasingly Competitive Landscape

Percentage of Advertisers

Question: “Thinking about online media planning and buying, what do you see as the main challenges in reaching online consumers over the next 12 months? ”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Advertisers n = 27 (Western Europe only)


Delivery of Personalized, Targeted Offerings Primary Challenge to Future Customer Acquisition

Percentage of Advertisers

Question: “What do you see as the main challenges to acquiring and satisfying customers over the next few years?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Advertisers n = 27 (Western Europe only)


Three Quarters of Online Content Owners Agree Advertisers Looking for Better Targeting

To what extent do you agree / disagree with the following statement: “Advertisers are looking for more advanced targeting on my site ”

Source: IAB / JupiterResearch Executive Survey 08/05, Publisher n = 43 (Western Europe only)


Online Optimization issues

  • Advertisers struggling to find the balance between time / effort in v. reward out in optimization

    • Finding the time and resource to optimize

    • Selecting the right tools to optimize

    • Achieving optimal level of optimization


Compounded by Data Gathering / Analysis issues

  • Advertisers struggling to collate, synthesize, interpret and act upon campaign performance data available to them

    • Abundance of performance data a help and hindrance – hard to see the wood from the trees

    • Multiple platforms offering multiple reporting tools

    • Not one consistent marketing dashboard available


Compounded by Measurement & Evaluation issues

  • Advertisers struggling to measure the complete impact of the online advertising investment

    • Myopic focus on click through (because you can)

    • Lack of understanding of the prolonged, delayed response, attitudinal / brand perception shifts

    • Impact offline

    • Few appreciating the value of online brand engagement


Advertisers Spend Most Time Optimizing & Evaluating Campaigns

Percentage of Advertisers

Question: “Thinking about resources, time and effort spent, what do you see as the main challenges in managing your online marketing over the last 12 months?’

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Advertisers n = 27 (Western Europe only)


Three Quarters of Online Content Owners Agree Advertisers Looking for Better Tracking & Reporting

To what extent do you agree / disagree with the following statement: “Advertisers are looking for more advanced tracking & reporting”

Source: IAB / JupiterResearch Executive Survey 08/05, Publisher n = 43 (Western Europe only)


Integration issues

  • Advertisers struggling to develop truly integrated communication strategies for cross-channel consistencies

    • Silos still remain

    • Planning / Briefing process still has digital as secondary consideration

    • Pre-campaign planning and post-campaign measurement still disjointed


Delivery of Consistent, Integrated Messages Second Key Challenge to Future Customer Acquisition

Percentage of Advertisers

Question: “What do you see as the main challenges to acquiring and satisfying customers over the next few years?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Advertisers n = 27 (Western Europe only)


Consumer Engagement issues

  • Advertisers struggling to engage with increasingly empowered digital consumers

    • Consumers becoming harder to reach, engage, persuade and satisfy

    • Need to gain opt-in, permission, willing engagement

    • Need to deliver compelling, engaging content


Increased ability to access & sift abundance of info

Increased ability to communicate, interconnect & congregate

Increased ability to gain on-demand satisfaction

Increased ability to publish selfexpression

Increased ability to customize consumption

As Digital Platform Usage Grows Consumers Will Find Themselves Ever More Empowered

Enabling Digital Platforms

Source: JupiterResearch 10/05


CONSUMER

Fragmented

Heterogeneous

Active (Participant)

Informed

Interconnected

High Expectations

Converged media consumption

MARCOMS

Targeted Narrowcast

Multi-dimensional

Inclusive Dialogue

Rich infotainment

Consumer authority

Consumer-dictated delivery

Channel integration

CONSUMER

Aggregated

Homogeneous

Passive (Receiver)

Uninformed

Disconnected

Low expectations

Singular media consumption

MARCOMS

Mass Broadcast

One-dimensional

Intrusive Monologue

Basic information

Advertiser authority

Organization-dictated delivery

Channel silos

Marketers Must Shift Communication Strategies to To Accommodate Empowered Consumers

REQUIRED SHIFT IN MARCOMS APPROACH

Post-digital

Pre-digital

Source: JupiterResearch 10/05


Creative Execution issues

  • Poor integration, at early stage, leads to digital creative often advertising the advertising + “matching luggage’ syndrome

    • Over-dominance of the ATL agency / TV commercial (linear message doesn’t include offer to participate)

    • Digital creative execution often an afterthought

    • Little interactivity at core of a creative idea


Compelling Content & Consumer Control Key To Building Loyalty

Percentage of Advertisers

Question: “What do you see as the best tactics to build loyalty and avoid switching amongst your online target audience?”

Source: IAB Europe / JupiterResearch Executive Survey 08/05, Advertisers n = 27 (Western Europe only)


Summary of Key Findings

  • Key Challenges in Online Marketing are:

    • Channel Integration

    • Outstanding Creative Execution

    • Relevancy & Targeting

    • Data Gathering / Analysis

    • Campaign Optimization

    • Measurement & Evaluation

  • In the context of Growing Consumer Empowerment


What’s Holding the Industry back?

  • Lack of standardized Audience Measurement

  • Lack of Audience Identification / Insight

  • Lack of Appreciation of the Changing Nature of Consumers

  • Difficulties in Data Analysis / Integration

  • Too much Channel Protectionism (Silos still exist)

  • Too little Integrated Planning, Creative execution, Campaign Measurement

  • Lack of Skilled, Experienced Resource - Data analysts / Optimizers


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