IAB / PwC UK Digital Adspend Study H1 2013
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1 IAB / PwC UK Digital Adspend Study H1 2013
2 1. MARKET BACKGROUND &TRENDS
3 Confidence in the economy grows
4 GDP Quarter on quarter growth UK GDP - Second quarter of continuous growth Q Q Q Q Q Q Q Q Q2
5 Summer of was the ninth warmest since records began in 1910.
6 Andy Murray wins Wimbledon! Andy Murray's victory at Wimbledon generated 120,000 Tweets per Minute During the match, 8 of the UK s 10 trending topics were Wimbledonrelated SOURCE:
7 Royal birth announced on social media first Clarence House tweeted about the royal birth at 4.24pm, before the official announcement It was retweeted over 15,000 times Generated 25,300 tweets sent per minute.
8 Average speed (Mbit/s): Broadband speeds rose by 64% Fixed-line residential broadband speeds rose by 64% (5.7Mbit/s) since May in 5 UK households now have a residential broadband connection SOURCE: OFCOM report:
9 Device ownership June 2013 SMARTPHONE % OF TOTAL DIGITAL POPULATION 69% TABLET % OF TOTAL DIGITAL POPULATION 28% 58% (Jun 2012) 12% (Jun 2012) SOURCE: UKOM, comscore MMX MP, July 2013
10 PC still dominating page views, but mobile and tablets are gaining share. 9.0% from Non-PCs 24.5% from Non-PCs Feb 2012 July 2013 SOURCE: UKOM, comscore Device Essentials, July 2013
11 23% Multi-platform users consume 23% more content than PC-only users 86% of PC internet access exclusively 25-34s no longer rely on SOURCE: UKOM, comscore MMX MP, July 2013
12 New devices = new digital time AVERAGE TOTAL DIGITAL POPULATION MINS / USER AVERAGE PC MINS / USER AVERAGE PC MINS / USER July 2012 July 2013 SOURCE: UKOM, comscore MMX MP, July 2013
13 UK internet use minute by minute SOURCE: UKOM, comscore July 2013
14 2. METHODOLOGY
15 Background Census of major UK media owners Digital Adspend includes online and mobile Official Advertising Association figures since 1997 Information collected each half year Data shown by Category (display, search & classified) Format (banners, pre-roll / post-roll) Advertiser sector (consumer goods, finance)
16 Reported and estimated revenue Reported Revenue Survey includes revenues submitted by 100+ partipants plus additional online recruitment sites reported by WARC The figures are drawn up on the basis of site declaration and have not been verified Google revenues included in total figures are based on published financials Estimated Revenue Study includes estimation of Facebook, Spotify, Millennial, Apple, LinkedIn, ebay, Weather Channel and Mojiva revenues by the IAB / PwC Advisory Board Except for above, reported figures have not been adjusted for organisations that did not participate in the survey 95% of H total Adspend 5% of H total Adspend
17 IAB / PwC Advisory Board
18 Adjustments and like-for-like growth reporting Adjustments Figures are adjusted for double-counting, based on information provided by survey participants Google display revenues and Google mobile revenues (search and display) are also estimated by the PwC Advisory Board. This is not incremental spend as already included in Google total revenues what we estimate is how this revenue splits between different formats and platforms. Total advertising revenue is reported on a gross basis Like for like growth reporting This study reports like for like growth figures not only for total spend but also for categories (display, search, classifieds) Only companies which submitted in both H and H have been included in the like for like growth calculations 26 companies figures are excluded from the like for like comparisons for both online and mobile because they did not report in both H and H
19 Digital Adspend Digital includes online, mobile and tablet advertising: Online Traditional online advertising viewed on a desktop PC or laptop, accessed via the internet connection Only media spend reported to ensure fair comparison to other media including Display advertising Search Classified Other (e.g. Lead Generation, , Audio) Mobile Tablet Advertising that has been specifically tailored and served on a mobile device, accessed via 3G or wifi Only media spend reported to ensure fair comparison to other media including Display advertising (including SMS/MMS) Classified Search Advertising that has been specifically tailored and served on a tablet device, accessed via 3G or wifi Only media spend reported to ensure fair comparison to other media including Display advertising
20 H Research participants 247 Real Media, 4th Screen, 7th Chamber, Absolute Radio, AD2One, Adconion, Addvantage Media, Adfonic, Admaxim, Adpepper, Affili.net, Affiliate Window, AN Media, AOL, Archant, Bauer, Be On, Blis Mobile, BMJ Publishing, BSkyB, CBS, Channel 4, Commission Junction, Conde Nast, Crimtan, Cscreens, Dennis Interactive, Digivibe, Disney, ebuzzing, EE, ESPN, Expedia, Exponential, Fiksu, Flurry, Fox Networks, Freemax Media, FT, FuturePublishing, Guardian, Global Radio, Gumtree, Haymarket, Hearst, Hibu, The Institution of Engineering and Technology, IGN, Immediate Media, Incisive Media, The Independent, Inskin, Intela, IPC, Interactive Prospect Targeting, Inmobi, ITV, Jobsite, Johnston Press, Linkshare, Madvertise, Magnetise, Maximiles, Microsoft, Linking Mobile, Mobsta, MTV/Beviacom, Net Communities Ltd, News International, OMG, Performance Horizon, Perform Group, Quidco, Racing Post, Reed, Reuters, Rightmove, R.O.Eye, Savoo, Shortlist, Specific Media, Strikead, The Student Room, Supersonic, Three, Telegraph, TradeDoubler, Trader Media Group, Trinity Mirror, Unanimis, Unruly Media, Value Click, Vevo, Vibrant Media, Virgin Media, Webgains, WeRInteractive, Weve, w00t!, Yahoo, Yoc, Yume, Zoopla and online recruitment sites through WARC
21 This time last year (H1 2012) Digital advertising reaches billion in H Up 12.6% on a Like for Like basis Display up 10.6% on a Like for Like basis million Classified up 7.2% on a Like for Like basis million Search up 15.9% on a Like for Like basis - 1,532 million
22 3. UK ADSPEND HEADLINE RESULTS
23 SOURCE: IAB / PwC Digital Adspend H1 2013
24 SOURCE: IAB / PwC Digital Adspend H1 2013
25 4. THE DIGITAL MEDIA MIX
26 Which formats go where? Format Category Banners / Embedded* Display Sponsorships* Display Interruptive formats Display display advertising Display Tenancies* Display Pre roll / Post roll video* Display Social Video Display Video other Display Tablet advertising Display Dynamic in-game advertising Display Display other* Display Format Paid for search* Recruitment classified Consumer classified* B2B classified Solus Audio advertising Lead generation Search affiliate Mobile SMS/MMS* Category Search Classified Classified Classified Other Other Other Other Other * Includes mobile
27 The digital media mix % share of revenues H Category H Share Search 59% Display 23% Classified 17% NB: Other includes Lead Generation, Search Affiliate, Solus , Mobile SMS/MMS and Audio SOURCE: IAB / PwC Digital Adspend H1 2013
28 All categories show a like for like increase for H SOURCE: IAB / PwC Digital Adspend H1 2013
29 Search nears 2 billion for half year SOURCE: IAB / PwC Digital Adspend H1 2013
30 Recovering economy boosts classifeds SOURCE: IAB / PwC Digital Adspend H1 2013
31 Banners & Embedded formats continue to dominate display (followed by video) SOURCE: IAB / PwC Digital Adspend H * See for more details
32 Social media display up dramatically year on year m Social Media Advertising m m m m m 0m 0 H H H H H SOURCE: IAB / PwC Digital Adspend H1 2013
33 Video returns to near 100% growth NB: Social video and other video included for the first time in H SOURCE: IAB / PwC Digital Adspend H1 2013
34 Online Performance Marketing is 70% of Other SOURCE: IAB / PwC Digital Adspend H * See for more details
35 5. INDUSTRY CATEGORIES
36 Top 20 online display advertisers SOURCE: Nielsen Media Research Jan Dec 2012
37 Consumer goods extends its lead SOURCE: IAB / PwC Digital Adspend H based on 43% of total digital display revenues for H1
38 6. MOBILE
39 59 Submissions up from 47 in H1 2012
40 SOURCE: IAB / PwC Digital Adspend H1 2013
41 Strong like for like growth H to H SOURCE: IAB / PwC Digital Adspend H1 2013
42 The mobile media mix % share of revenues H Category H Share Search 71% Display 27% Classified 0% SMS & Other 2% SOURCE: IAB / PwC Digital Adspend H1 2013
43 Mobile like for like growth SOURCE: IAB / PwC Digital Adspend H1 2013
44 Mobile display breakdown SOURCE: IAB / PwC Digital Adspend H1 2013
45 Mobile display absolute growth SOURCE: IAB / PwC Digital Adspend H1 2013
46 H mobile display in app vs browser *Note: Based on a sample of 40 participants and 2 estimated companies, accounting together for c.60% of total standard display revenue SOURCE: IAB / PwC Digital Adspend H1 2013
47 Social embedded on mobile SOURCE: IAB / PwC Digital Adspend H1 2013
48 Mobile revenue models Digital - based on 34% of total revenue; Mobile - based on 6.5% of total revenue only SOURCE: IAB / PwC Digital Adspend H1 2013
49 H industry sector mobile display market shares *Note: Based on participants who submitted breakdown of the total Entertainment & Media spend into above sub-categories, together accounting for c 100% of the Entertainment & the Media category spend SOURCE: IAB / PwC Digital Adspend H1 2013
50 Change in industry sector mobile display market shares H to H Consumer Goods Entertainment & The Media Retail Telecomms Finance Technology Motors Travel & Transport Government, Social, Political Organisations Business & Industrial Leisure Equipment 4% 4% 2% 1% 2% 3% 1% 1% 14% 9% 13% 9% 11% 8% 12% 8% 7% 7% 10% 23% 23% 27% H H Based on 26% of total mobile display revenues SOURCE: IAB / PwC Digital Adspend H1 2013
51 Mobile is now 14% of digital 9.7% 14.1% 15% of total search 20% of total display 0.8% 1.1% 2.0% 4.2% 0.4% of total classifieds H SOURCE: IAB / PwC Digital Adspend H1 2013
52 7. TABLET
53 27 Tablet submissions up from 8 in H1 2012
54 Tablet display Adspend 10.5m* *Note: This figure relates to tablet specific advertising only (i.e. not including internet advertising displayed on a tablet by default). It is based on revenues reported by companies participating in the online and mobile surveys who were able to report this figure separately, and can thus underestimate the overall size of the tablet dedicated advertising spend H m SOURCE: IAB / PwC Digital Adspend H1 2013
55 7. ADDITIONAL DATA
56 Brand advertising online is 15% of total SOURCE: IAB estimate based on IAB / PwC Digital Adspend H1 2013
57 H showed a shift in revenue models Estimate only based on 33% of measured revenue SOURCE: IAB / PwC Digital Adspend H1 2013
58 8. LOOKING AHEAD AND SUMMARY
59 GroupM forecasts for 2013 & 2014 Group M forecast Advertising Market +3.3% +3.5% Online +11.6% +10.6% Display +10% +11% Search +14% +11% Source: This Year Next Year Summer 2013 (GroupM)
60 Summary for H Digital Adspend grows to billion in H Up 17.5% on a like for like basis Display up 23.0% on a like for like basis million Classified up 6.6% on a like for like basis million Search up 18.9% on a like for like basis - 1,807.5 million Video, Social and Mobile continue to power display Consumer Goods and Finance are the top spending display sectors, Entertainment and the Media now third Mobile spend soars by 127% to reach 429.2m SOURCE: IAB / PwC Digital Adspend H1 2013
61 Big thank you and all contributing media owners
62
63 Disclaimer The IAB retained PricewaterhouseCoopers LLP (the UK firm) ( PwC ) to compile the online Adspend figures collected by the IAB from its members in H and to deliver to the IAB the topline figures collated from this review; PwC has not verified the information which it received from the IAB, and provides no opinion or other form of assurance with respect to such information. The publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, neither the Internet Advertising Bureau UK (the IAB ) nor any of the IAB s contributors/subcontractors accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
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