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IAB Matrix is a study

among communication professionals

on the use of digital touchpoints

in Belgium

QUESTION

How do

advertisers reach

their connected

audiences ?

Share of budget in the mediamix?

Which formats?

Which touchpoints?

Campaign objectives?

Effectiveness?

Which KPI’s?

Objectives & methodology

• The IAB entrusted Phimedia to conduct a study among communication professionals on the use of digital touchpoints in order to quantify:

o The knowledge, interest, use and effectiveness of digital touchpoints according to advertisers and agencies

o The share of digital TP’s in the mediamix

o Expectations in terms of budget evolution

o Digital integration

o Big data

• This 5th edition was realized in collaboration with:

4

Objectives & methodology

• Recruitment : @mail database from IAB-Belgium, Epona & Partners : BDMA, STIMA, PUB

• Sample : 522 respondents (67% advertisers, 33% agencies)

• Data collection : Online questionnaire (CAWI)

• Field operator : iVox

• Start & end field : 10/06/2016 to 30/06/2016 (3 weeks)

• Methodology & data analysis : Phimedia

• Incentives : Participation to IAB-Belgium EventsGo-Pro cam10 subscriptions to PUB Magazine & DigiPUB

5

SAMPLE

6

8

Evolution profile

Wave 3 (Q3|2015) Wave 4 (Q1|2016) Wave 5 (Q1|2016)

Advertisers Agencies Total Advertisers Agencies Total Advertisers Agencies Total

n= 169 145 314 343 193 536 350 172 522

Language French 42,0% 47,6% 44,6% 29,4% 42,5% 34,1% 30,2% 40,1% 33,5%

Dutch 58,0% 52,4% 55,4% 70,6% 57,5% 65,9% 69,8% 59,9% 66,5%

Gender Man 50,3% 63,4% 56,4% 57,4% 64,2% 59,9% 57,8% 58,7% 58,1%

Woman 49,7% 36,6% 43,6% 42,6% 35,8% 40,1% 42,2% 41,3% 41,9%

Age 20-29 18,3% 23,4% 20,7% 13,1% 26,4% 17,9% 13,7% 29,1% 18,7%

30-39 37,3% 32,4% 35,0% 33,5% 31,6% 32,8% 31,9% 35,5% 33,1%

40-49 30,8% 31,0% 30,9% 28,6% 26,4% 27,8% 31,6% 19,8% 27,7%

50+ 13,6% 13,1% 13,4% 24,8% 15,5% 21,5% 22,8% 15,7% 20,5%

Q2/ To what extent are you responsible for the communication budgets within your company ?

9

Respondents are highly involved in budget decision

ADVERTISERS

AGENCIES

39,3%

36,3%

37,8%

44,1%

43,0%

43,0%

Wave 3 (n=145)

Wave 4 (n=193)

Wave 5 (n=172)

Fully involved

Partly involved

Not involved

Not applicable

42,0%

36,2%

38,9%

46,7%

51,3%

42,3%

Wave 3 (n=169)

Wave 4 (n=343)

Wave 5 (n=350)

Fully involved

Partly involved

Not involved

Not applicable

Q/ How long do you exercise your current job? (within the same company or earlier)

10

Work experience

12,8%

15,7%

28,8%

21,4%

21,4%

Working experience advertisersWave 5 (n=350)

< 1 year

1 to 2 years

2 to 5 years

5 tot 10 years

> 10 years

18,0%

14,0%

23,8%

19,2%

25,0%

Working experience agenciesWave 5 (n=172)

< 1 year

1 to 2 years

2 to 5 years

5 tot 10 years

> 10 years

Q/ How many people does your company employ ?

11

Company size

7,4%

6,6%

7,1%

15,1%

7,4%24,5%

31,9%

Number of employees advertisersWave 5 (n=350)

< 5

5-9

10-19

20-49

50-99

100-499

500+

12,2%

11,0%

14,5%

20,3%

22,1%

18,6%

1,2%

Number of employees agenciesWave 5 (n=172)

< 5

5-9

10-19

20-49

50-99

100-499

500+

KNOWLEDGE & INTEREST OF DIGITAL TP’s

12

Q5/ In the list below, what are the digital touchpoints (means of online communication) you know, even only by name, to have heard, read articles or conversed about them with friends or colleagues?

13

Most known digital touchpoints

96%

92%

92%

89%

88%

86%

86%

85%

85%

82%

82%

82%

78%

75%

73%

72%

68%

68%

67%

62%

57%

E-mailmarketing

Social media content

Website of a brand

SEO

Mobiele app/mobiele site of a brand

Social display ads

SMS Marketing

SEA

Advertorial

Webinars & webcasts

Mobile display

Word of Mouth / Buzz

Video banner (excl. pre-rolls)

Pre-roll spot/ Branded video

Classical Display ads

Digital OOH

Audio spot via streaming (Deezer, Spotify, ...)

Native advertising

Conversation management

Audio spot on Web radio

Video seeding

Advertisers & AgenciesBase : involved in budget decision process (n=423)

Mobile app/mobile site of a brand

Q5/ In the list below, what are the digital touchpoints (means of online communication) you know, even only by name, to have heard, read articles or conversed about them with friends or colleagues?

14

Most known digital touchpoints

95%

92%

91%

88%

86%

84%

83%

83%

80%

80%

79%

76%

72%

68%

67%

65%

64%

63%

61%

56%

50%

E-mailmarketing

Website of a brand


SEO

Mobiele app/mobiele site of a…

Advertorial

SMS Marketing

Social display ads

SEA

Webinars & webcasts


Mobile display




Digital OOH


Audio spot via streaming…

Native advertising


Video seeding

AdvertisersBase : involved in budget decision process (n=284)

97%

95%

95%

93%

93%

92%

92%

91%

91%

91%

88%

88%

87%

86%

86%

84%

81%

80%

75%

74%

73%

E-mailmarketing


SEA


Mobile display

Website of a brand

SEO

Social display ads


SMS Marketing



Advertorial

Webinars & webcasts

Digital OOH


Native advertising

Audio spot via streaming (Deezer,…



Video seeding

AgenciesBase : involved in budget decision process (n=139)

Mobile app/mobile site of a brandMobile app/mobile site of a brand

Q8/ Please indicate for each of these touchpoints to what extent you are interested in them as a professional or as part of your responsibilities.

15

Interest in digital touchpoints

87%

84%

83%

81%

77%

75%

72%

71%

61%

60%

59%

57%

56%

56%

51%

49%

47%

44%

39%

38%

34%


Website of a brand

SEO

E-mailmarketing


SEA

Social display ads


Mobile display

Advertorial



Native advertising


Webinars & webcasts

Digital OOH


Video seeding


SMS Marketing


Advertisers & AgenciesBase : involved in budget decision process (n=423) | highly + moderately interested


Q8/ Please indicate for each of these touchpoints to what extent you are interested in them as a professional or as part of your responsibilities.

16

Interest in touchpoints

84%

84%

82%

81%

75%

70%

70%

67%

57%

56%

54%

52%

50%

49%

48%

40%

39%

38%

34%

30%

25%

Website of a brand


SEO

E-mailmarketing


SEA


Social display ads

Advertorial


Mobile display


Native advertising

Webinars & webcasts



Digital OOH

Video seeding

SMS Marketing




highly + moderately interested

92%

87%

85%

83%

83%

81%

81%

77%

74%

72%

71%

71%

69%

66%

61%

61%

58%

57%

56%

52%

45%


SEA

SEO

Website of a brand

Social display ads


E-mailmarketing

Mobile display




Digital OOH

Native advertising

Advertorial



Audio spot via streaming (Deezer, Spotify,…

Video seeding

Webinars & webcasts


SMS Marketing


highly + moderately interested

Mobile app/mobile site of a brandMobile app/mobile site of a brand

17





Audio spot via streaming (Deezer, Spotify, ...)Audio spot on Web radio

Video seeding

Social display ads

Mobile display

Advertorial

Native advertising

SEA

SEO


E-mailmarketing

SMS Marketing

Website of a brand




Digital OOH

Webinars & webcasts

0%

10%

20%

30%

40%

50%

60%

70%

40% 50% 60% 70% 80% 90% 100%

TP in

tere

st (

hig

hly

inte

rest

ed

)

TP Knowledge

TP Knowledge x Interest | AdvertisersBase : involved in budget decision processPaid TP Non-paid TP

18





Audio spot via streaming (Deezer, Spotify, ...)Audio spot on Web radio

Video seeding

Social display ads

Mobile display

Advertorial

Native advertising

SEA

SEO


E-mailmarketing

SMS Marketing

Website of a brand



Conversation management Digital OOH

Webinars & webcasts

0%

10%

20%

30%

40%

50%

60%

70%

70% 75% 80% 85% 90% 95% 100%

TP in

tere

st (

hig

hly

inte

rest

ed

)

TP Knowledge

TP Knowledge x Interest | AgenciesBase : involved in budget decision processPaid TP Non-paid TP

USE & PERFORMANCE OF DIGITAL TP’s

19

20

Use of digital touchpoints

81%

79%

72%

68%

62%

54%

53%

52%

52%

45%

40%

38%

38%

36%

35%

26%

23%

22%

22%

16%

16%

E-mailmarketing


Website of a brand

SEO

SEA


Social display ads


Advertorial


Mobile display



Native advertising


Digital OOH

Webinars & webcasts

Video seeding

SMS Marketing



Advertisers & AgenciesBase : involved in budget decision process (n=423)

Q6A/ Advertisers : which touchpoints do you currently use, or have you already used as part of your communication activities?Q7A/ Agencies : which touchpoints do you currently use or have you already implemented as part of the communication activities for your clients?


21

Use of digital touchpoints

85%

79%

75%

67%

56%

53%

53%

46%

45%

44%

34%

32%

31%

31%

28%

24%

22%

21%

19%

12%

10%

E-mailmarketing


Website of a brand

SEO

SEA


Advertorial



Social display ads



Mobile display

Native advertising


Webinars & webcasts

SMS Marketing

Digital OOH

Video seeding




78%

73%

73%

71%

70%

65%

65%

59%

58%

56%

50%

50%

47%

46%

39%

37%

30%

27%

24%

22%

20%


E-mailmarketing

SEA

Social display ads

SEO

Website of a brand


Mobile display



Advertorial


Native advertising



Digital OOH

Video seeding



SMS Marketing

Webinars & webcasts


Q6A/ Advertisers : which touchpoints do you currently use, or have you already used as part of your communication activities?

Q7A/ Agencies : which touchpoints do you currently use or have you already implemented as part of the communication activities for your clients?



22

Usage of digital touchpoints




Audio spot via streaming (Deezer, …Audio spot on Web radio

Video seeding

Social display ads

Mobile display

Advertorial

Native advertising

SEA

SEO


E-mailmarketing

SMS Marketing

Website of a brand

Mobile app/mobile site of a brandWord of Mouth / Buzz


Digital OOH

Webinars & webcasts

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

40% 50% 60% 70% 80% 90% 100%

TP U

sage

TP Knowledge

TP Knowledge x Usage | AdvertisersBase : involved in budget decision processPaid TP Non-paid TP

23





Audio spot via streaming (Deezer, …


Video seeding

Social display ads

Mobile displayAdvertorialNative advertising

SEASEO

Social media contentE-mailmarketing

SMS Marketing

Website of a brand


Word of Mouth / BuzzConversation management

Digital OOH

Webinars & webcasts

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

70% 75% 80% 85% 90% 95% 100%

TP U

sage

TP Knowledge

TP Knowledge x Usage AgenciesBase : involved in budget decision processPaid TP Non-paid TP

24

TP efficiency

Advertisers & Agencies | Base : involved in budget decision process

What is the effectiveness of the touchpoints used to achieve your campaign objectives (creating brand awareness, generate traffic to your website or on

your point of sale)?0 = not efficient at all | 10 = very efficient

25

TP effectivenessWord of

mouth, buzz(9,1/10)

SEO (9,1/10)

SEA (8,8/10)

Website of the brand

(8,7/10)

Social media content (8,4/10)

Advertisers & Agencies | Base : involved in budget decision process

26

Effectiveness of digital touchpoints

Q6C-7C/ What is the effectiveness of the touch points used to achieve your campaign objectives (creating brand awareness, generate traffic to your website or on your point of sale)?

9,2

9,1

8,8

8,6

8,5

8,3

8,3

8,0

8,0

7,9

7,8

7,7

7,7

7,7

7,6

7,3

7,2

7,2

7,2

7,1

6,6


SEO

SEA

Website of a brand




Native advertising

E-mailmarketing

Social display ads



Video seeding

Webinars & webcasts

Mobile display

Digital OOH


SMS Marketing


Advertorial


AdvertisersBase : involved in budget decision process

9,1

8,9

8,9

8,8

8,7

8,4

8,3

8,0

7,9

7,9

7,8

7,8

7,8

7,7

7,7

7,5

7,3

7,0

6,8

6,7

6,7

SEO


Website of a brand

SEA


Social display ads


Webinars & webcasts



Native advertising

E-mailmarketing

Mobile display

Video seeding

Digital OOH

Advertorial




SMS Marketing


AgenciesBase : involved in budget decision process



27

Effectiveness of digital touchpoints




Audio spot via streaming (Deezer, Spotify, ...) Audio spot on Web radio

Video seeding

Social display ads

Mobile display

Advertorial

Native advertising

SEA

SEO

Social media contentE-mailmarketing

SMS Marketing

Website of a brand




Digital OOH

Webinars & webcasts

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

6,0 6,5 7,0 7,5 8,0 8,5 9,0 9,5 10,0

TP U

sage

TP Effectiveness

TP Effectiveness x Usage | AdvertisersBase : involved in decision processPaid TP Non-paid TP

28






Audio spot on Web radioVideo seeding

Social display ads

Mobile display

AdvertorialNative advertising

SEA SEO


E-mailmarketing

SMS Marketing

Website of a brand



Conversation managementDigital OOH

Webinars & webcasts

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

6,0 6,5 7,0 7,5 8,0 8,5 9,0 9,5 10,0

TP U

sage

TP Effectiveness

TP Effectiveness x Usage | AgenciesBase : involved in decision processPaid TP Non-paid TP

EVOLUTION OF DIGITAL TP’s

29

30

Evolution of the use of TP’s

41%

35%

35%

24%

27%

28%

31%

21%

20%

19%

17%

19%

15%

10%

13%

12%

11%

9%

11%

7%

7%

2%

43%

43%

41%

49%

44%

42%

38%

45%

45%

44%

45%

39%

40%

43%

36%

33%

31%

30%

25%

24%

19%

18%

14,8%

20,0%

19,8%

22,4%

23,9%

28,9%

24,8%

28,8%

32,2%

29,6%

32,3%

39,6%

35,6%

35,4%

39,3%

45,3%

52,6%

45,5%

42,7%

44,0%

31,5%

44,8%

1%

2%

3%

4%

5%

2%

6%

4%

3%

6%

5%

3%

9%

9%

9%

7%

5%

15%

18%

21%

28%

31%

2%

2%

3%

3%

4%

15%

4%




Social display ads

Mobile display

SEO

Native advertising

Video seeding

SEA

Digital OOH





Webinars & webcasts

Virtual trade shows

Website of a brand


E-mailmarketing

Advertorial

SMS Marketing


Evolution of digital touchpoints (next 6 months)Total (n=522)

Increase sharply Increase slightly Remain stable Decrease slightly Decrease sharply

To what extent do you think the use of these digital touch points will increase or will decrease in the near future (6 months)?


ONLINE INVESTMENTS

31

54

%

45

%

40

%

36

%

30

%

46

,3%

54

,6%

59

,7%

64

,4%

70

,3%

less than 100 000 €

100 000 to 499 999 €

500 000 € to 999 999 €

1 000 000 € to 4 999 999 €

5 000 000 € and +

Online vs offline WAVE 5Advertisers (n=350)

% online %offline

32

1/3 of the media budget is spent on

digital touchpoints

Q10/ What is the budget you spent on communication in 2015, both online & offline? Q11/ And what was, in 2016, the distribution of these investments between digital media (online) and traditional media (offline)?

34,7%

15

4

76

29

64

27

less than 100 000 €100 000 to 499 999 €

500 000 € to 999 999 €

1 000 000 € to 4 999 999 €

5 000 000 € and +

Media buying "above-the-line"all media, online and offline (annual budget)

Number of answers - Advertisers

Wave 5 (n=350)

45

,6%

27

,7%

38

,2%

27

,7% 3

5,3

%

31

,9%

57

,6%

39

,8%

30

,5%

27

,5%

30

,9%

30

,4%

53

,7%

45

,4%

40

,3%

35

,6%

29

,7% 34

,7%

less than 100 000 € 100 000 to 499 999 € 500 000 € to 999 999 € 1 000 000 € to 4 999 999 € 5 000 000 € and + Total

Evolution online share% according to budget category

Wave 3 (n=169) Wave 4 (n=310) Wave 5 (n=350)

33

1/3 of the media budget is spent on

digital touchpoints

Q11/ And what was, in 2016, the distribution of these investments between digital media (online) and traditional media (offline)?

31%

38%

20%

7%

Digital budget evolutionTotal (n=522)

Increase sharply Increase moderately Increase slightly

Remain stable Decrease slightly Decrease moderately

Decrease sharply No idea

34

Online investments: future evolution

89%SAY ONLINE

ADVERTISING WILL GROW

Q13/ How will the share of communication budgets devoted to digital media (online) evolve in the next 12 months according to you?

29%

35%

21%

10%

2%

1%

0%

2%

35%

44%

17%

2%

1%

0%

0%

0%

Increase sharply

Increase moderately

Increase slightly

Remain stable

Decrease slightly

Decrease moderately

Decrease sharply

No idea

Advertisers vs Agencies

Advertiser (n= 350) Agency (n= 172)

D I G I T A L I N T E G R A T I O N

35

Q14-15-16/ To what extent would you say that digital communication (whether in digital communication tools but also in terms of vision and strategy) is currently well integrated or not well integrated within your "Marketing & communication“ department and in your company in general?

36

Digital integration

8 7 67 7 6

Myself Marketing &Communication

Dpt.

Company (vision,strategy)

Digital Shift score | Advertisers(score 1-10)

Wave 3 (n=169)

Wave 5 (n=350)

8 8 88 8 8

Myself Marketing &Communication

Dpt.

Company (vision,strategy)

Digital Shift score | Agencies(score 1-10)

Wave 3 (n=145)

Wave 5 (n=172)

68%

50%40%

60%49%

37% 40%

Digital Manager (ofgelijkaardige functie)

Community &Conversation

Manager

Search Specialist Data Specialist

Specific digital roles | Advertisers

Wave 3 (n=169)

Wave 5 (n=350)

79%70% 67%73%

58%65%

55%

Digital Manager Community &Conversation

Manager

Search Specialist Data Specialist

Specific Digital roles | Agencies

Wave 3 (n=145)

Wave 5 (n=172)

Q17/ Do you have in your business the following functions?

37

…about Big Data

18%

46%

19%

11%

6%

24%

47%

17%

8%

3%

Yes, I know exactly what it is, I regularly work withBig Data

Yes, I know exactly what it is, but I do not use BigData

Yes, I am interested, but nothing more

I've heard of it, but I do not know what it is

Not at all, I've never heard of it

How familiar…?

Advertisers (n=350) Agencies (n=172)

Q18/ How familiar are you with the Big Data? Q19/ Is Big Data an important success factor for your company?

72%SAY BIG DATA IS IMPORTANT FOR THEIR COMPANY,

TODAY

90%SAY BIG DATA WILL BE IMPORTANT FOR

THEIR COMPANY,

IN THE 3 COMING YEARS

TAKE-AWAYS

38

39

Digital Touchpoints represent 1/3 of

the ad spent in the mediamix1/3

Buzz, search, social & own website are considered as most effective digital TP’s.Classical display ads, advertorial, audio spot via streaming are considered as less effective according to advertisers

IAB Education to focus on native and

content marketing in general

Content, search, social are King

of the advertisers do notuse Big Data82%

Digital shift is out there, but will taketime to be effective al all levels of the company

Say classical display ad will notgrow anymore in the future80%

40

On the agenda…

20 October 2016 MIXX Awards

16+17 November 2016 ACT Programmatic | All Media ADOPS Days

13 december 2016 e-Reputation

IAB Matrix is a study among communication professionals€¦ · Webinars & webcasts 0% 10% 20% 30%...

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