Marketers Internet Ad Barometer 2009 (2)
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Transcript of Marketers Internet Ad Barometer 2009 (2)
Bi A l EIAA M k t ’ I t tBi‐Annual EIAA Marketers’ Internet Ad Barometer
Half 2 2009 – European Results
November 2009
About the survey
Th EIAA M k ’ I Ad B id i l h f hThe EIAA Marketer’s Internet Ad Barometer provides a timely snapshot of the current trends and opinions of the advertising industry across Europe, collating information solely from decision makers that have responsibility for allocating their company’s media budget and setting advertising strategy.
The bi‐annual survey offers not only a pulse check on the current state of the k t b t l i i ht i t f t t d ll i d ti dimarket but also an insight into future trends, allowing advertisers, media
owners and agencies alike to benchmark and tailor their strategies in order to maximise results.
Online advertising spend forecast
94% 93%83%
All European Marketers
Increasing Increasing Increasing online ad
spend in 2009online ad
spend in 2010online ad
spend in 2011
Marketers predict a 7 6% year on year rise in online advertising spendMarketers predict a 7.6% year on year rise in online advertising spend in 2010 and a sharper increase of over 15% forecast for 2011
Those investing in online seem impressed with the resultsthe results
84% of respondents are satisfied with the performance of online as a medium, ranking it b 6 d 10 (1 ll i fi d d 10 i fi d)between 6 and 10 (1 not at all satisfied and 10 very satisfied)
96% see online advertising as ‘essential’ or ‘a growing medium’.
Essential & has a huge role to play
42%42%
Internet advertising is not a good use of the advertising budget
1%
Is a growing medium
54%
Internet advertising has a low impact and should be
used cautiously2%
1%
2%
Targeting and cost efficiencies reign in tough timestimes
36%Have increased online media planning to take advantage of
31%Have increased online media
effective targeting capabilities during the economic
downturn
Have increased online media planning to take advantage of
cost efficiencies
= a growth of 29% since the first half of the year
Formats, tools and buying mechanisms
Email advertising has risen in popularity with 61% of those surveyedEmail advertising has risen in popularity with 61% of those surveyed increasingly investing in this form of online advertising (vs. 46% in H1 2009)
Particular growth has also been noted in the use of behavioural targeting (33% in H2 2009 vs. 25% in H1 2009)...
...advertising networks (31% in H2 2009 vs. 25% in H1 2009) ...
...and affiliate marketing (36% in H2 2009 vs. 26% in H1 2009)...
...as marketers perhaps look to make the most of streamlined budgets by tailoring advertising methods for clients.
Mobile is a rising star
One in three (33%) organisations are already incorporating mobile into their overall advertising strategies
19% claim that use of mobile marketing is increasing, up from 12% in the first half of the year
86% believe mobile advertising spend has increased in 2009 and almost all (97%) predict growth during 2010 and again in 2011.
Reallocation of traditional advertising budgets
36% of marketers think the increase in online advertising budget is coming
30%Direct Marketing
Online Advertisingg gfrom TV
27%Newspapers
7%
Online Advertising
€Newspapers
30% 7%
Outdoor
30%Magazines 9%
Radio
7%Cinema
The evolution of the Media Multi‐tasker
The evolution of consumer habits appears also to be influencing allocation of advertising spend
This is in line with EIAA’s recent EIAA Media Multi‐tasking Report which revealed that almost a quarter (22%) of all Europeans now use TV and internet simultaneously
Brands are recognising that customer’s media consumption is multi‐channel. This is being reflected in marketing budgets which are now increasingly encompassing both traditional and digital elements
Who took part
There were over 500 respondents – these were marketers’ with responsibility for allocating their company’s media budget and setting advertising strategy
Participating companies include ‐ 20th Century Fox, Atlas Financial Solutions, Avalon Games Group, Barclaycard, Bayer Healthcare, BBC World News, Beiersdorf, Brussel Airlines, Candy Hoover Group, Chanel 4, Chevrolet, Cooperative, Delta Airlines, Direct Line, Early Bird Films, El P bli i t F d (K A) F T l l Hilt W ld id H d H d iEl Publicista, Ford (K.A), France Telecom, goal.com, Hilton Worldwide, Honda, Hyundai, Johnson & Johnson, JVC, KBC, lastminute.com, Nestle, Nokia, Opodo, Parship, Philips, RCR Films, RBS, Repsol, Storm, Samsung, Shell, Sony, TAG Heuer, Telefonica, Toshiba and Toyota
b h i iAbout the participants:32% of all respondents companies operate in more than 10 countries
65% have more than 100 people working in their company
36% have eleven or more people in the advertising/communications function in their company at a local level and 46% have eleven or more in this function at a pan‐regional level46% have eleven or more in this function at a pan regional level
58% have a designated team that deals solely with online advertising
36% work with more than 10 media owners
78% are over 30 years old
72% are male
About the EIAA
The European Interactive Advertising Association (www.eiaa.net) is the leading pan‐E d i i f ll f i i di d h l idEuropean trade organisation for sellers of interactive media and technology providers.
The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising g , g p gmarket by proving its effectiveness, thus increasing its share of total advertising investment.
Since its founding in 2002 the EIAA has invested substantially in multimedia research, marketing standardisation activities and education of both the market and government onmarketing, standardisation activities and education, of both the market and government, on the role of interactive advertising. With this wide‐ranging programme the EIAA has grown quickly to command a solid reputation and influential position within the European online market.
THANKS☺THANKS ☺[email protected]