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Why AdEx Numbers are important. Growing Online Revenue Share in ADEX. Scott Gillham 9 th October, 2013. Agenda. WHAT IS ADEX?. Competitive Intelligence Tool for Advertising Expenditure. How much are advertisers spending . Where are advertisers spending . When are advertisers spending .

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why adex numbers are important

Why AdEx Numbers are important

Growing Online Revenue Share in ADEX

Scott Gillham

9th October, 2013

what is adex
WHAT IS ADEX?

Competitive Intelligence Tool for Advertising Expenditure

How much are advertisers spending

Where are advertisers spending

When are advertisers spending

slide5

Nielsen GLOBAL ADVIEWS

  • Specialist team based in the Netherlands
  • Harmonisation of Multi-Country databases
  • Largest single view of global advertising trends and insights
global ad market grows 2 8 in 1h 2013
Global ad market grows 2.8% in 1H 2013

Advertising expenditure year-on-year

Source: Nielsen Global AdView Pulse Q2 2013

Based on net figures estimated with Nielsen Global AdView weighting factors

apac latam drive growth
APAC & LATAM drive growth

While North America’s foot is also back on the gas pedal

Source: Nielsen Global AdView Pulse Q2 2013

Based on net figures estimated with Nielsen Global AdView weighting factors

strong growth for online display
STRONG GRoWTH for ONLIne DISPLAY

Advertising expenditure - percentage change year-on-year

Source: Nielsen Global AdView Pulse Q2 2013

Based on net figures estimated with Nielsen Global AdView weighting factors

fmcg show the 2nd highest growth
FMCG show the 2nd highest % Growth

Financial and Automotive advertising decreases globally

SECTORS - % CHANGE YEAR TO DATE

INDUSTRY & SERVICES companies increase advertising for first quarter by 7.2%

Financial and Automotive advertising decreases globally

Source: Nielsen Global AdView Pulse Q2 2013

Based on net figures estimated with Nielsen Global AdView weighting factors

share of global adspend by medium
Share of global adspend by medium

2012-2015 (%)

South Africa AdEx - Online share currently reported = 1% (2012)

Source: ZenithOptimedia

internet advertising by type
Internet Advertising by Type

2012-2015 (US$bn)

Source: ZenithOptimedia

adex cross platform ad spend summary
ADEX - Cross-Platform Ad Spend Summary

2009

2012

2013

Online growth requires expansion of Media types

challenges when monitoring online ads
Challenges when monitoring online ads

Online is the most complex and dynamic of all media types measured by AdEx

targeting

video ads

ad rotations

ads in

audio ads

RTB

innovative

buying

photo galleries

ad formats

models

impressions

ad

Log files represent best solution for Online spend reporting

online log process
Online LOG Process

BASIC METHODOLOGY

PUBLISHER LOGSSUPPLIED

INDIVIDUAL PUBLISHER DETAIL SUPRESSED

NIELSEN CODES DATA TO MATCH ADEX

AGGREGATED ONLINE DATA IN RETURN

VISIBILITY OF ONLINE GROWTH FOR BUYERS & ADVERTISERS

Step 1

Step 2

Step 3

Step 4

Step 5

germany mobile approach1
Germany - Mobile Approach

Getting data from the source

Co-operation with leading mobile media marketers/publishers

Monthly updates on mobile campaigns at product level including ad spend

Postlaunch

Analyse

germany mobile approach2
Germany - Mobile Approach

Getting data from the source

MEUR

2013

96% YoY

Postlaunch

Analyse

9 out of top 10 automobile advertisers, 9 out of 10 telco advertisers and

10 out of 10 finance advertisers use mobile advertising in 2013