Alain Heureux presentation at the Tribal Fusion Big Digital Landscape Event in Dubai, May 2012. Set For Growth: examining the prospects for digital advertising marketing evolution in the Middle East

1. IAB Europe
Dubai
« The Big Digital Landscape 2012 : Learning from each others…. »
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

2. WE’RE ON A MISSION
DIGITAL
to grow the market of
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

3. ORGANIZED INDUSTRY
TO SUSTAIN THE GROWTH...
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

4. Convergence towards Digital
Broadcasters
Advertisers Publishers
Media Media
... Owners
Agencies
. .
Social Platforms Creative
Agencies
Sales Houses
Service Providers
Mobile Operators
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

5. Promoting and Developing
the digital and interactive market at
National Level
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

6. Protecting at European Level
 PROTECT :
 Lobbying, Public Affairs and Legal
 PROMOTE :
 Press relations, Events and Awards
 PROVE :
 Best practices, Research and Benchmarking
 PROFESSIONALIZE:
 Standards, Guidelines and Harmonisation
IAB Europe is the European trade association for Digital and Interactive Marketing
representing its 27 National associations and its 45 Corporate Members. With more than 125
staff and more than 5,000 members, IAB Europe represents the voice of the industry at both
national and European level : www.iabeurope.eu
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

7. May 2012:
Stakeholders and dedicated staff :
•27 countries with over 125 staff
•45 corporate members at European level
•more than 5000 member companies
Potential New countries in 2012?
•Macedonia, Bosnia and Portugal
•Kazakhstan and Iceland
•…
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

8. PROVEN RESULTS
TO CONVINCE AND REASSURE
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

9. Pan-European Research
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

11. Mediascope Europe
Widely recognised as the industry standard consumer research
study on the European media landscape
Includes historical data back to 2003
2012 edition to be launched on 30th May at IAB Europe’s
Interact Congress
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12. The total media
picture
+
Online deep dive
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13. Objective
• The broad aim of this study is to capture the different ways
in which consumers are developing across Europe and
assess their similarities and differences
→ Identify changing media consumption patterns
→ Evolution of media multi-tasking and emerging and evolving online
media
→ Video consumption, social media and e-commerce
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14. Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
• An Omnibus + Online Finland
methodology was used across Norway Russia
all countries totalling nearly Sweden Czech
50,000 interviews Republic
• The application of quotas Denmark
Poland
ensured that representative Ukraine
Ireland UK
samples were achieved in Germany Slovakia
each Market Netherland Romania
s
→ quotas on age, gender, Hungary
France
education and regional Bulgaria
distribution were Belgium Turkey
Italy
applied Spain Slovenia
Greece
Portugal
Switzerland Austria Croatia Serbia
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15. Mediascope Europe - Benefits
Mediascope Europe has made a major contribution to the understanding of changing
media consumption patterns, the evolving consumer and e-commerce trends
Unique in identifying changing media consumption patterns at total population level
in online, radio, TV, mobile, newspapers and magazines and doing a deep dive into
digital media consumption and e-commerce – all across multiple markets
Shows digital to be the key media for consumers of the 21st century and is conclusive
proof to make every marketing campaign digital at heart
Data from the study can be interrogated by market, demographic or media user
group allowing deeper understanding of target groups
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16. Mediascope Europe – Getting to market
Mediascope Europe 2012 is brought to market by IAB Europe with the
support of over 100 leading media companies and local IABs
With this model we can facilitate extensions to further geographic regions or
specific consumption areas e.g. Mobile
•e.g. MENA (first thoughts - UAE, Jordan, Saudi Arabia, Egypt, Morocco)
Working together we can work smarter and create the assets to grow our
businesses and markets
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17.  Launched in 2006, the AdEx Report continues
to be the definitive guide to the size and scale
of European online advertising
 The data is compiled using information provided
by 25 national IABs and the provisional figures
are released in June every year for the previous
calendar year
 IAB Europe will release the 2011 figure on May
30
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

18. By the end of 2012 we’ll cross the 50 Billion Euros
expenditures for Digital Advertising in US and
EUROPE!
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27 27
On average over 25 23,5
20% in 2011 22
19,6
20
17,7
17,1
15,3 USA
15
12
EU
CHINA
10
6
5
2,5
1
0
2009 2010 2011 2012
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Source IAB/PWC/ScreenDigest
The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

19. CONSUMER DRIVEN
CHALLENGING OUR PRACTICES
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

20. Consumers want to be
in the boardroom. 44%
is asking to take part in
co-creation of products
& advertising.
Source : MC DC Survey
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

21. RESPECTFUL
REDEFINING PRIVACY
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

22. 37% is not using
location-based services
because of privacy
concerns
Source : MC DC Survey
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

23. SELF-REGULATION
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

24. WORKING ON BASICS
MAKING THINGS EASIER
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

25. TV AND INTERNET
BETTER TOGETHER?
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

26. Social + (Digital) Media = SocialMedia2
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

27. Keep on pushing the digital economy....with www.iabeurope.eu
and try to join us in 2012 in Barcelona again for our
6th Interact Congress , our Third Mixx Europe Awards and second
Research Awards! May 30-31….president@iabeurope.eu
Day 1 : May 30
Big Data
Day 2 : May 31
Digital Brandscape
…over 600 decision makers
. P&G
. Nestlé
. FC Barcelona
. Carlsberg
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The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members