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Irish Marketing Journal
Irish Marketing Journal

1. The digital landscape is becoming more complex with a bewildering choice of online channels. 2. Most Irish adults are now online, with 80% of Irish spending on average 13.5 hours online per week. The internet has become the dominant media device, with most users watching TV, listening to radio, and reading news online. 3. Access to the internet is also increasing diversifying, with over half of Irish internet users going online using more than one device like computers, smartphones, and tablets. Marketers now have more opportunities to engage consumers across multiple online touchpoints.

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THE DIGITAL LANDSCAPE Suzanne McElligott, CEO, IAB Ireland 22nd November, 2012
Bewildering Choice of Channels
What we do at IAB Research Regulatory Conference Affairs / / Events / Lobbying Prove, Prom Workshops ote, Protect Online Advertising Measure Digital Online Training Adspend
The Media Evolution 2.9m Irish are online Total adult Ireland population of 3.7 million Base: All Irish respondents n=1,003
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
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
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
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
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
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
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 brands website advertising (EU:24%) Base: All smart phone users n=526, All Internet users n=979
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
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
Proportion of Irish marketing budgets being spent online Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: Am叩sState of the Net Summer 2012
Online ROI Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: Am叩sState of the Net Summer 2012
IAB Ireland Online Adspend H1 2012 Gross Online Adspend 73.2m
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
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.
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

More Related Content

Website and Mobile Advertising

  • 1. THE DIGITAL LANDSCAPE Suzanne McElligott, CEO, IAB Ireland 22nd November, 2012
  • 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 brands 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: Am叩sState of the Net Summer 2012
  • 15. Online ROI Source: The Marketing Institute 2012 Digital Sentiment Survey Graphic: Am叩sState 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

Editor's Notes

  • #3: From an advertisers perspective todays media mix is SCARY
  • #15: Methodology: online questionnaire, Sample size 348, 86% of sample have budget planning responsibilities, 82% have budget spend responsibilities27% favour 25% plus online in 201142% favour 25% plus online in 2012
  • #19: Search continues to be the dominant format across Europe followed by Display and ClassifiedSearch + 5.5m, 20%Display + 3.9m 19%Classified + 2.3m 18%