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Propel Executive, the senior executive search arm of Propel, hosted a breakfast event on 12th Jan 2012 - "Predictions for Digital 2012". Guy Phillipson of the IAB kicked the discussion off with his overview of the market before contributions from Louisa Wong (Amnet), Carl Umumski (Somo), Tom Ollerton (we are social) and Nick Roveta (goviral). Tweet us: @propelexecutive Hashtag: #digital2012
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Propel Executive BreakfastPredictions for 2012
Guy Phillipson, CEOInternet Advertising Bureau
12th January 2011www.iabuk.net
MARKET BACKGROUND & TRENDS
*based on H1 IAB/PwC ad spend figures and IAB H2 forecast
2001- £166m
1% share
2011 - £4.6bn*
27% share
From last to first in 10 years
Increase in users in 2011
Source: UKOM June 2010 and Dec 2011
38.4m 40m
“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
H1 2011 vs. H1 2010
Source: PwC / Internet Advertising Bureau / WARC
Source: PwC / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories.
Online showing strongest growthYear on year growth for H1 2011
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
PRESS CUTTINGS
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.
Source: PwC / Internet Advertising BureauNB: 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
Social media display up dramatically year on year
60%+
Source: IAB / PwC mobile display ad spend survey 2010
The display landscape (1995)
Advertiser/Agency
Publisher
BUY SIDE
SELL SIDE
The display landscape today!
Advertiser/Agency
Publisher
DSP
ATDs Ad Exchange
Content Verification
Data suppliers
Data aggregators
Data optimisers
Data exchanges
Ad Network
Creative Optimiser
Yield Optimise
r / Sell Side
Platforms (SSPs)
Expert Witnesses
• Nick Roveta Go Viral/AOL
• Tom Ollerton We are Social
• Carl Uminiski Somo
• Louisa Wong Amnet Group
Questions?
2012 Video Predictions
Nick Roveta
What goviral do
Your videos Our audience Guaranteed engagement
Branded Video content +37,000 publishing partners Cost per view (CPV)
Video metrics won’t be standardizedBecause the major players don’t need to speak the same language
Engagement
Interaction
Performance
View
Ad Selector will replace pre-roll in 2013(so start testing now)
Video and Social will begin to Augment
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
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
Pre Roll will continue to dominate(Video budgets in 2012)
90%In Stream and Video banners
10%Other
Source: AccuStream Research, Q4 2011
Video Ad Networks will be essential
Source: AccuStream Research, Q4 2011
But MUST evolve model to survive
Expect some network consolidation
Source: AccuStream Research, Q4 2011
But no big buy outs
Small tech/talent acquisitions
Thanks
32
Presented by: Presented on:
Somo Ltd - Copyright & Confidential
5 Predictions for mobile in 2012
Carl Uminski 12th January
1. Serious retail adoption
24%
2. Rapid adoption of tablets
~5M = 46% iOS Mobile Browsing
£
3. Augmentation of print media
4. Synchronous use of TV
5. Mobile Ad spend will explode (..again)
10%
1%
time spent on mobile
Ad spend
Thank you
@somoagency@uminski
39
Real Time Bidding/Trading Desks – A New Growth Area/Opportunity for the Market?
Louisa Wong, General Manager EMEA
The Commercial Opportunity
41
Advertiser Perspective: Advantages of Real Time Bidding
Source: According to Econsultancy's 2011 Online Advertisers Survey Report
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.
Advertisers leading the way…
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
1. Consolidation through Acquisition
2. Re-engineering Business Models
3. Trading at Scale
46
END