Website and Mobile Advertising- Suzanne McElligott, IAB

1. 
THE DIGITAL LANDSCAPE
Suzanne McElligott, CEO, IAB Ireland
22nd November, 2012

2. Bewildering Choice of Channels

3. What we do at IAB
Research
Regulatory Conference
Affairs / / Events /
Lobbying Prove, Prom Workshops
ote, Protect
Online
Advertising
Measure
Digital
Online
Training
Adspend

4. The Media Evolution
2.9m
Irish are online
Total adult Ireland population of 3.7 million
Base: All Irish respondents n=1,003

5. The Internet Evolution
80%
of all Irish are online
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
Irish Internet users spend on
average 13.5hrs online
per week
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

6. Internet becomes ‘all-consuming’
device
EU: 73%
81%
of Irish Internet users
WE:67%
NE:81%
SE:65%
CEE:81%
watch TV online
9% watch TV online at least daily
A further 31% watch TV at least weekly
Base: All Internet users n=979

7. Internet becomes ‘all-consuming
media device’
EU: 67%
66%
WE:61%
of Internet users NE:67%
listen to the radio SE:64%
CEE:73%
online
9% listen to the radio online at least daily
A further 15% listen at least weekly
89%
EU: 91%
of Internet users WE:86%
NE:94%
read news online SE:91%
CEE:96%
35% read news online at least daily
A further 25% read news at least weekly
Base: All Internet users n=979

8. Increasing choice of Internet Access
Accessing the internet via the computer is the most popular method –
Used by 2.8 million Irish (77% - EU:64%)
However46% 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

9. The alternative ways of going online
1.2m Irish go online using a
mobile
→ 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
0.4m Irish go online
using a tablet
→ 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
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

10. Media multi-tasking means more
active consumers
58% of Irish are online
whilst watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base: All TV Viewers n=931

11. Consumers connecting via multiple
touch-points
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

12. Connectivity via mobile phones
increasing engagement
47%
of Irish own a
smartphone
EU: 44%
WE:47%
NE:50%
SE:46%
CEE:40%
Base: All respondents n=1,000

13. Spend online
€685
is the average amount spent per
person in Ireland across a 6
month period
EU: €544
14
is the average number of
purchases made per €1,837
person in Ireland across billion
a 6 month period spent online in Ireland
EU: 13
across a 6 month period
Base: All Internet Users n=979

14. Proportion of Irish marketing budgets
being spent online
Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012

15. Online ROI
Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: AmásState of the Net Summer 2012

16. IAB Ireland Online Adspend H1 2012
Gross Online Adspend
€73.2m

17. Online Adspend 2009-2011
H1 Full Year
+ 19.6% yoy
2010 to 2011 2009 €48 m €97.2
140 + 13.5% yoy 2010 €53.9m €110m
2009 to 2010
120 2011 €64.9m €132m
100 + 12.8% yoy
2012 €73.2m
H12011 to
80
H12012
60 H1
40 Full Year
20
0 Full Year
2009 H1
2010
2011
2012
Sources: IAB PwC Adspend Studies 2009-2011

18. Digital Media Mix H1 2012
€15.0
(21%)
€32.7
Search
(45%)
Display
€24.6 Classifed
(34%)
Breakdown by advertising
format based on figures
€ million
provided - based on 99%
of the overall total.

19. Coming next at IAB
DIGITAL BRANDS ADEffx
IAB MOBILE
MARKETING RESEARCH
CONNECT
CERTIFICATE Launch Early 2013
November 27th
February 22ND 2013
SOCIAL MEDIA SEARCH MOBILE
MEASUREMENT MARKETING MARKETING
TRAINING TRAINING
Framework & Case
Studies March 13th 2013 April 24th 2013
SEARCH
MARKETING IAB CONNECT
HANDBOOK February 21st 2013