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IAB PwC ONLINE ADSPEND STUDY 2010

IAB PwC ONLINE ADSPEND STUDY 2010. Suzanne McElligott Chief Executive, IAB Ireland April 13th, 2010. In association with PwC. Agenda. Introduction Study Methodology Market Background Online Adspend Results Looking ahead… Questions. 1. INTRODUCTION. Introduction.

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IAB PwC ONLINE ADSPEND STUDY 2010

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  1. IAB PwC ONLINE ADSPEND STUDY 2010 Suzanne McElligott Chief Executive, IAB Ireland April 13th, 2010 In association with PwC

  2. Agenda Introduction Study Methodology Market Background Online Adspend Results Looking ahead… Questions

  3. 1. INTRODUCTION

  4. Introduction • Census of all major Irish online media owners • Information collected each half year • Analysis available by • Format • Industry category

  5. Full Members

  6. IAB MEMBERS

  7. IAB Ireland Prove Promote Protect

  8. 2. METHODOLOGY

  9. 2. STUDY METHODOLOGY • Internationally, IAB has been working with PwC since 1997 to survey the value of online adspend in Europe and North America. • In our study, 26 participated, representing multiple websites. • Sales houses and advertising networks also participated • All data was provided to PwC on a confidential basis

  10. Survey Participants *estimates prepared, not participants

  11. Survey Participants

  12. STUDY CONTENT • Total advertising revenue is reported on a gross actual basis (including agency commission) • The figures are drawn up on the basis of actual revenues submitted by the study participants • Google or Facebook do not break out their earnings from Irish advertisers. PwC created an independent estimate by extrapolating from spend data provided directly by a representative sample of their clients.

  13. 3. MARKET BACKGROUND GDP FELL 1% IN 2010 COMPARED TO 2009 GNP FELL 2.1% IN 2010 COMPARED TO 2009 Source: CSO: Quarterly National Accounts Quarter 4 2010

  14. INCREASED BROADBAND CONNECTION Broadband • Fixed Broadband connections increased from 1,411,450 in 2009 to 1,591,803 in 2010 • (+ 12.8%) • Mobile Broadband increased from 449,792 in 2009 to 571,839 in 2010 (+27.2%) • Total Broadband connections increased from 1,861,242 in 2009 to 2,163,642 in 2010 (+16.2%) Source: ComReg’s Trend Unit, Comstat.ie, Broadband

  15. MORE TIME ONLINE 2009:13.2 Average Hours per week 2010:19.1 Average Hours per week Source: ComReg 2009 : Red C Digital Trends Study

  16. 4. IAB IRELAND PwC ONLINE ADSPEND 2010 GROSS ONLINE ADSPEND: € 110 M

  17. Online Revenue: 2010 vs. 2009 +13.5% 2010: €110 M 2009: €97 M Million €

  18. Online Revenue: 2009 & 2010H1 and H2 Breakdown Million €

  19. PwC Irish E&M Industry Outlook 2010: $4.59 billion (+.3%) 12.2% - 5.9% - 11.1% - 8.9% - 4.1% - 5.4% 11.2% 3.1% - 7.5% 0.7% 9.0% - 5.8% - 0.7% - 2.6% Slide 19

  20. Digital Media Mix 2010 Breakdown by advertising format based on figures* provided *Based on 95.9% of the market

  21. Digital Media Mix 2009 Breakdown by advertising format based on figures* provided *Based on 94.2% of the market

  22. INDUSTRY CATEGORIES 2010 Top performers : • Automobile (22%) • Recruitment/Property (19%) Top performers : • Automobile (21%) • Recruitment/Property (17%)

  23. INDUSTRY CATEGORIES 2009 Top performers : • Recruitment/Property (25%) • Automobile (20%) Top performers : • Automobile (22%) • Recruitment/Property (19%)

  24. 2010 Breakdown by Industry Category – incl. Auto and Recruitment/Property Based on 74.6% of the market

  25. 2010 Breakdown by Industry Category – excl. Auto and Recruitment/Property Based on 74.6% of the market

  26. Irish Online Advertising Market 2010: Display Breakdown

  27. Irish Online Advertising Market 2009: Display Breakdown

  28. LOOKING AHEAD Irish online adspend is predicted to grow by 11% in 2011 (Carat ) Smart phone penetration to grow to 55% of online users in 2012 (Red C Digital Trends Study) 78% of respondents predict growth or strong growth in the next 6 months

  29. Awareness of respondents of the forthcoming ePrivacy regulations

  30. Next IAB PwC Study: H1 2011 October 2011

  31. OUR THANKS TO • All our participants • Bartley O’Connor, Nuala Nic Ghearailt, Sally O’Brien • Johanna Dehaene and Claire Carson, PwC

  32. 6. QUESTIONS • For Further information: • info@iabireland.ie

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