Predictions for Digital 2012
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Propel Executive Breakfast
Predictions for 2012
Guy Phillipson, CEO
Internet Advertising Bureau
12th January 2011www.iabuk.net
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MARKET BACKGROUND
& TRENDS
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*based on H1 IAB/PwC ad spend figures and IAB H2 forecast
H1 2001
H2 2001
H1 2002
H2 2002
H1 2003
H2 2003
H1 2004
H2 2004
H1 2005
H2 2005
H1 2006
H2 2006
H1 2007
H2 2007
H1 2008
H2 2008
H1 2009
H2 2009
H1 2010
H2 2010
H1 2011
H2 2011
2001- £166m
1% share
2011 - £4.6bn*
27% share
From last to first in 10 years
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Increase in users in 2011
Source: UKOM June 2010 and Dec 2011
38.4m 40m
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“My Entertainment Anywhere”
40%
60%
Time Spent Online
My Entertainment Anywhere (Social, video & games)
All Other Online Activity (Search, news, shopping, email etc)
Source: UKOM June 2011
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H1 2011 vs. H1 2010
Source: PwC / Internet Advertising Bureau / WARC
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Source: PwC / Internet Advertising Bureau,
The Advertising Association / WARC: WARC estimate for directories.
Online showing strongest growth
Year on year growth for H1 2011
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Online’s market share for H1 2011 27%
% share of revenues for January to
June 2011
Source: PwC / Internet Advertising Bureau / The Advertising Association / WARC
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PRESS CUTTINGS
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Share of spend by Consumer Goods
advertisers is now 2nd place
Source: PwC / Internet Advertising Bureau: IAB estimates for industry sector shares are based on categorised net revenue from media owners provided
by PwC. Data excludes unclassified, multi-advertiser, recruitment and misc figures and covers 58% of online display revenues in H1 2011.
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Source: PwC / Internet Advertising Bureau
NB: Video includes pre/mid/post-roll, social video and other video. Social Video and other video included for the first time in H1 2011
Video grows 100% year on year
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Social media display up dramatically
year on year
60%+
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Source: IAB / PwC mobile display ad spend survey 2010
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The display landscape (1995)
Advertiser/
AgencyPublisher
BUY SIDE
SELL SIDE
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The display landscape today!
Advertiser/
AgencyPublisher
DSP
ATDs Ad Exchange
Content Verification
Data
suppliers
Data
aggregators
Data
optimisers
Data
exchanges
Ad Network
Creative
Optimiser
Yield
Optimiser
/ Sell
Side
Platforms
(SSPs)
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Expert Witnesses
• Nick Roveta Go Viral/AOL
• Tom Ollerton We are Social
• Carl Uminiski Somo
• Louisa Wong Amnet Group
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Questions?
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2012 Video Predictions
Nick Roveta
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What goviral do
Your videos Our audience Guaranteed engagement
Branded Video content +37,000 publishing partners Cost per view (CPV)
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Video metrics won’t be standardizedBecause the major players don’t need to speak the same language
Engagement
Interaction
Performance
View
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Ad Selector will replace pre-roll in 2013(so start testing now)
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Video and Social will begin to Augment
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30% of Video Ads will be in Social Games
420Million Monthly Active
Facebook Users are Social Gaming
210Minutes are spent
Social Gaming each month
75%Of Facebook Audience
play Social Games
$3bnIndustry in 2012
Sources : Morgan Stanley, emarketer, Facebook, Flurry
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Mobile video ads will still disappoint…
#1Mobile App Category
by downloads is Social Gaming
47%Of all Mobile App
Consumption is Social Gaming
(Except in mobile gaming)
Sources : Morgan Stanley, emarketer, Facebook, Flurry
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Pre Roll will continue to dominate(Video budgets in 2012)
90%In Stream and Video banners
10%Other
Source: AccuStream Research, Q4 2011
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Video Ad Networks will be essential
Source: AccuStream Research, Q4 2011
But MUST evolve model to survive
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Expect some network consolidation
Source: AccuStream Research, Q4 2011
But no big buy outs
Small tech/talent acquisitions
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Thanks
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Presented by: Presented on:
Somo Ltd - Copyright & Confidential
5 Predictions for mobile in 2012
Carl Uminski 12th January
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1. Serious retail adoption
24%
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2. Rapid adoption of tablets
~5M = 46% iOS Mobile Browsing
£
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3. Augmentation of print media
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4. Synchronous use of TV
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5. Mobile Ad spend will explode (..again)
10%
1%
time spent on mobile
Ad spend
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Thank you
@somoagency@uminski
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Source: According to Econsultancy's 2011Online Advertisers Survey Report
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It is early days, but real time-bidding (RTB) is going to be as big an initiative in Europe as it is in the US, where we are seeing triple-digit increases in our ROI,” predicts Daphne Sacco, Director of Internet Marketing at eBay International.
BSkyB has also been an early adopter of RTB in display advertising. In July 2010, it accounted for around 2% of Sky’s display adspend. By January 2011, this had grown to 18%. Matthew Turner, Head of Online Sales and marketing at Sky, hopes this will reach 50% by 2013.
Source: Marketing Week article – “Why RTB is a game-changer for digital ads”, September 2011
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2. Re-engineering Business Models
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