danny meadowsklue introducing iab europe 4.1
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Online: The interactive ingredient
Introducing...
IAB Europe
The world’s interactive
advertising trade association
www.IABeurope.ws
March 2007
Danny Meadows-Klue
Co-founder & Chief Executive
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
Online: The interactive ingredient
The world’s interactive
advertising trade
association
1996-2007
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
Online: The interactive ingredient
Helping your
industry grow;
helping advertisers
get more
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
Today’s talk
• Vision from industry leaders
• About the IAB global network
• Introducing IAB Europe
• Online audiences across Europe
• Online advertising spend
• The UK: Europe’s largest market
The world’s interactive
advertising association
Vision
The world of marketing is changing
The world’s interactive
advertising association
Online: The interactive ingredient
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
Online: The interactive ingredient
Bill Gates
“The future of advertising is the internet”
Bill Gates sees the debate between online and offline
advertising as obsolete, because soon all media channels
will be powered by the internet. The boundaries blur
between the virtual and physical worlds.
IAB UK conference
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
Online: The interactive ingredient
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
Online: The interactive ingredient
Sir Martin Sorrell
Chief Executive, WPP
Traditional media owners can no longer afford to hold off going digital
because the shift from old to new media is not going to happen in the
next generation: “It is happening now and is strong, rapid and large”
Sorrell sees a “tremendous violence in traditional media as it continues to
get displaced by digital.” The media industry is in a state of flux and
traditional media owners are all worried about change in the balance
between new and old media.
IAB conference
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
The IAB Network
25 countries
Five programmes of activities
The world’s interactive
advertising association
The world’s interactive
advertising association
Online: The interactive ingredient
Five activities of IABs
Marketing of interactive media
…promoting online advertising
Developing guidelines and standards
…raising profitability by tackling barriers, reducing costs
Producing powerful research
…proving the effectiveness and power of online
Educating the markets about the medium (events)
…persuasion: training marketers how to use new media
Effective government affairs and external representation
…protecting the freedom to advertise online
The world’s interactive
advertising association
Online ‘just got started’
Danny Meadows-KlueMay 2004
IAB Europe
Building stronger national IABs
Building a more successful market
Supporting pan-European firms
The world’s interactive
advertising association
IAB Europe Activity Programme
Research
Proving the effectiveness of
interactive
The world’s interactive
advertising association
IAB Europe Activity Programme
Standards & Guidelines
Making online advertising
easier to use
The world’s interactive
advertising association
New guidelines in development
1. Behavioural targeting
2. Video ratio
3. Video duration
4. Bandwidth detection
5. Rich media fileweights
6. Counting video and rich media
7. Counting the click
8. Late creative policy
The world’s interactive
advertising association
IAB Europe Activity Programme
Government affairs
Protecting the freedom to
advertise
The world’s interactive
advertising association
IAB Europe Activity Programme
Events
The world’s interactive
advertising association
IAB Europe Activity Programme
Taskforces
Getting industry working
together
The world’s interactive
advertising association
Five programmes of
many European IABs
Championed at National level
• Marketing of interactive media
• Producing powerful research
• Educating the markets about the medium (events)
Centralised at European level
• Developing powerful standards
• Producing powerful research
• Effective government affairs and external representation
The world’s interactive
advertising association
Looking forward to helping our
corporate members grow even more…
The world’s interactive
advertising association
Supporting 18 European IABs
New research – from partners
Research given by
IAB Europe partner
(E.g. Jupiter)
IAB
UK
IAB
Germany
IAB
France
IAB
Spain
The world’s interactive
advertising association
New
IABs
IAB Europe
Reformatted,
rebranded
IAB Europe
(EMEA)as
IAB Europe, explanations
IAB Europe
added, context added, distributed,
Executive
and
library
IAB
Finland
IAB
Denmark
IAB
IAB
Poland
IAB
IAB
Slovenia Greece
Sent to all IABs
IAB
Italy
Netherlands
The online market
Audience growth continues
The world’s interactive
advertising association
Online audiences
Over 120 million W Europeans active online and still growing
ES
10%
4%
10%
120.7
UK
22%
FR
18%
9%
35.8
EU
DE
31%
IT
16%
154.6
US
CH
3%
DE
6%
27.0
UK
13%
21.9
FR
1%
19.8
IT
32%
9%
12.5
ES
Active Internet Population (000's) + Year Grow th
Source: Nielsen//NetRatings NetView Home & Work data US, DE, UK, FR, IT (ES, CH, home data only), May 2005-2006
The world’s interactive
advertising association
3.8
CH
Time online increases
AUDIENCE BEHAVIOUR
(pp)
Web sessions
Total surfing
Domains
Web pages
Duration of a web page
viewed
Monthly Total
Per Session
30
1
18h 38m
37m 17s
80
2.7
1,415
47
47 seconds
Source: Nielsen//NetRatings NetView Home & Work Data excluding Internet Applications, August 2006
The world’s interactive
advertising association
