Website and Mobile Advertising

THE DIGITAL LANDSCAPE

Suzanne McElligott, CEO, IAB Ireland22nd November, 2012

Bewildering Choice of Channels

What we do at IAB

2.9mIrish are online

Total adult Ireland population of 3.7 millionBase: All Irish respondents n=1,003

The Media Evolution

Irish Internet users spend on

average 13.5hrs online per week

80%of all Irish are online

EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%

EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1

Base: All Irish respondents n= 1,003, Internet users n=821

The Internet Evolution

9% watch TV online at least dailyA further 31% watch TV at least weekly

of Irish Internet users watch TV online

81%EU: 73% WE:67% NE:81% SE:65% CEE:81%

Base: All Internet users n=979

Internet becomes ‘all-consuming’ device

9% listen to the radio online at least dailyA further 15% listen at least weekly

of Internet users listen to the radio online66%

35% read news online at least dailyA further 25% read news at least weekly

of Internet users read news online89%

EU: 67% WE:61% NE:67% SE:64% CEE:73%

EU: 91% WE:86% NE:94% SE:91% CEE:96%

Base: All Internet users n=979

Internet becomes ‘all-consuming media device’

Accessing the internet via the computer is the most popular method – Used by 2.8 million Irish (77% - EU:64%)

However 46% of all Internet users in Ireland (EU:37%) go online via more than one device

Base: All Irish respondents n=1,003, All internet users n=821

Increasing choice of Internet Access

→ 12% of Irish (EU:8%)→ Spend on average 8.2 hours per week

(EU:9.3hrs)→ 78% use their tablet to go online in

the evening

→ 32% of Irish (EU:21%)→ Spend on average 9.2 hours per

week (EU:9.4hrs)→ 89% use their mobile to go online

during the day

1.2m Irish go online using a mobile

0.4m Irish go online using a tablet

Base: All Irish respondents n=1,003, All mobile internet users n=327, All tablet internet users n=130, All games console internet users n=98

The alternative ways of going online

58% of Irish are online whilst watching TV

EU: 48% WE:58% NE:59% SE:39% CEE:44%

Base: All TV Viewers n=931

Media multi-tasking means more active consumers

Among all Irish Smart phone users:

→ 57% are interested in location-based vouchers (EU:48%)

→ 48% are interested in downloading a mobile phone app (EU:41%)

→ 36% are interested in QR codes (EU:32%)

Among all Irish Internet users:

→ 42% are interested in connecting via social networks (EU:38%)

→ 28% are interested in viewing video content as part of advertising campaigns (EU:30%)

→ 17% are interested in uploading video/ images to a brand’s website advertising (EU:24%)

Base: All smart phone users n=526, All Internet users n=979

Consumers connecting via multiple touch-points

47%of Irish own a smartphone

EU: 44% WE:47% NE:50% SE:46% CEE:40%

Base: All respondents n=1,000

Connectivity via mobile phones increasing engagement

€1,837 billionspent online in Ireland across a 6 month period

14is the average number of purchases made per person in Ireland across a 6 month periodEU: 13

€685is the average amount spent per person in Ireland across a 6 month periodEU: €544

Base: All Internet Users n=979

Spend online

Proportion of Irish marketing budgets being spent online

Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: Amás State of the Net Summer 2012

Online ROI

Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: Amás State of the Net Summer 2012

IAB Ireland Online Adspend H1 2012

Gross Online Adspend

€73.2m

20092010

20112012

0

20

40

60

80

100

120

140

H1

Full Year

H1Full Year

+ 13.5% yoy2009 to 2010

+ 19.6% yoy2010 to 2011

+ 12.8% yoyH12011 to

H12012

H1 Full Year

2009 €48 m €97.2

2010 €53.9m €110m

2011 €64.9m €132m

2012 €73.2m

Online Adspend 2009-2011

Sources: IAB PwC Adspend Studies 2009-2011

Digital Media Mix H1 2012

€ millionBreakdown by advertising format based on figures provided - based on 99% of the overall total.

€32.7 (45%)

€24.6

(34%)

€15.0

(21%)

SearchDisplayClassifed

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