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Semelhante a Iab intro and brand planning online
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Iab intro and brand planning online
- 1. Introduction & Brand Planning Online
- 2. Upcoming IAB events and research Events & Training Mobile Planning Seminar – 18th January – 9am – FREE Research Breakfast – 19th January – 9am – FREE Research Launching a brand online – Starbucks VIA – Q1 2010 Students Online – Q1 2010 The benefits of behavioural advertising – Q1 2010 www.iabuk.net
- 4. Brands spending more online
- 5. £1,968.6mmarket in H1 2010Anincreaseof£209m year-on-year10% increaseon a like-for-like basis Source: PwC / Internet Advertising Bureau, The Advertising Association / WARC
- 6. The digital media mix % share of revenues for the H1 2010 H1 2010 total £1,968.6 NB: Other includes Lead Generation and Solus E-mail Source: PwC/ Internet Advertising Bureau / WARC
- 7. The display digital media mix % share of display revenues for H1 2010 H1 2010 display total £380.9m Source: PwC / Internet Advertising Bureau / WARC
- 8. Video shows market beating growth Pre/mid/post roll grown X 5 in 2 years Source: PwC / Internet Advertising Bureau
- 9. IAB estimates for industry sector shares are based on categorised net revenue from media owners provided by PwC. Data excludes unclassified, multi-advertiser and misc figures and covers 72% of online display revenues in H1 2010. Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Share of spend by Consumer Goods advertisers has grown
- 10. Top 20 online display advertisers Source: Nielsen Media Research Jan – Jun 2010
- 11. Brand = 5% in 2008
- 12. Brand = 12% in 2010
- 13. Why? 1 - The rise of large brand friendly display formats
- 17. Why? 2 – Increased use of online video ads
- 18. Online video audience 35.1 million unique viewers 6.65 billion videos viewed 561.7 million hours of video viewed 16 hours per person per month Source: ComScore September 2010
- 19. Mindset influences recall State of mind: Expectant Attention: Higher Ad Recall: 44% Completion: 61% State of mind: Reflective Attention: Lower Ad Recall: 37% Completion: 42% Pre-Roll Video Clip Post-Roll BASE: 4459. All exposed to advertising
- 20. Significance of daypart and location State of mind: Distracted Behaviour: Exploratory State of mind: Attentive Behaviour: Restricted Evening Daytime Willing to explore Focused attention RESPONSE CAMPAIGN BRANDING CAMPAIGN
- 21. Why? 3 – It’s easier to plan & buy online media
- 23. 31,000 People at home
- 24. 4,000 People at work
- 25. UKOM demographic information Gender & age (2+) Region Household size & Income Social grade & Acorn groups Main shopper Life plans – new car, home improvements
- 26. November 2010 stats Source: UKOM November 2010 Apr 2010: Digital Universe 46.9m aged 2+ Active Universe 40.5m aged 2+ Average 2424 pages/user
- 27. Top 10 sites for reach – no surprises Source: UKOM November 2010
- 28. Example UKOM data AB Women aged 45+ Source: UKOM September 2010
- 29. Example UKOM data ABC1 Men earning over £50K that intend major home improvement in next 6 months Source: UKOM September 2010